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SEO for Law Firms

Law firm SEO to drive organic growth

One of the most cost-effective ways to generate new, quality leads is through law firm SEO. A law firm website optimized for the search engine ranks at the top of Google’s search results, drastically increasing the number of clicks on your website.

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What is law firm SEO?

Law Firm search engine optimization improves the content, structure, source code, performance, or accessibility of a website. In return, the user experience and overall web page quality revisions influence search engines, such as Google, to rank the website higher when a user searches for a particular keyword or phrase. Higher search engine rankings deliver more traffic, leads, and cases for much lower costs than paid campaigns.

What are the benefits of lawyer SEO?

Investing in law firm search optimization is vital in helping prospects find your services on the web. If you are not ranking in the top eight spots in Google on mobile, tablet, and desktop devices, you are losing cases. With law firm SEO, you increase your visibility in the search engine, increasing your caseload.

Search Engine Optimization Benefits

  • Cost effective return on investment
  • More leads to your law firm's website means more revenue
  • Local SEO for law firms is critical to dominate your market
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What is SEO?

SEO is an acronym that stands for Search Engine Optimization and is a collection of techniques used to improve the structure or content of a website to increase visibility to search engines. These methods improve organic search rankings and often result in increased site traffic.

What are local pages?

A local page targets a specific city and practice area with the intent to be the canonical url - the best representative page from a group of similar pages. This SEO strategy allows us to target new users in a broad area that goes well beyond the geographical distances of the law firm's address.

Recent surveys found that 57% of clients turned to search engines to find a lawyer

Lawyer and attorney keywords are two of the most expensive paid terms in the industry. By focusing on search engine optimization, new clients can find your law firm through Google search (86.71% market share).

The #1 organic search result averages a 27.6% click-through-rate

Improving your law firm's search engine optimization can drastically improve the number of visits to your website. Only 0.63% of searchers click on something from the second page of Google results.

Over 50% of web traffic is from mobile devices in the U.S.

Mobile and desktop versions of websites rank differently to Google. Speed and performance matter more than ever for users - smart phone users are 11% more likely to bounce than desktop users.

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What is involved in Law Firm Search Engine Optimization?

Many people think that one pass of their law firm's search engine optimization is enough. The truth is that proper SEO involves a never-ending cycle of fine-tuning to rank high and maintain your leadership position in Google's SERPs. Crawlers are constantly visiting and reindexing your site - this means that your law firm's SEO strategy must be strong to not fall victim to competitors, Google updates, or black hat SEO practices.

Three types of Search Engine Optimization

Your law firm's search engine optimization should combine on-page SEO, off-page SEO, and technical SEO. Each plays a large part in ensuring that your users will have a great experience resulting in longer engagement times and more conversions. Failure to abide by these strategies can prevent you from ever reaching the coveted top 10 rankings on Google's Search Engine Result Pages.

On-Page SEO

On-page SEO involves the content of your website and how it is prepared for Google. Proper on-page SEO requires proper page, title tags, and meta descriptions.

  • Title, heading, alt, meta tags and more
  • Images and video to keep users interested
  • Keyword optimization
  • Internal and external links

Off-Page SEO

Off-page SEO can significantly strengthen your page authority by obtaining quality backlinks, social media traffic, guest posts, and more.

  • Backlinks and law firm mentions
  • Social media referrals
  • Local SEO strategies
  • Press releases

Technical SEO

Technical SEO is a subset of on-page search engine optimization and ensures your law firm's website is free of bugs and errors, such as 404 pages.

  • Fix broken links and bad redirects
  • Image compression and optimization
  • Page speed on mobile and desktop
  • Responsive, mobile friendly web design
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How do you do Law Firm SEO?

Many people think that one pass of their law firm's search engine optimization is enough. The truth is that proper SEO involves a never-ending cycle of fine-tuning to not only rank high but to maintain your leadership position in Google's SERPs. Crawlers are constantly visiting and reindexing your site - this means that your law firm's SEO strategy must be strong in order to not fall victim to competitors, Google updates, or black hat SEO practices.

Research the Area

Analyze content and perform keyword research. Investigate the competition and find untapped opportunities.
  • Keywords
  • Competitors
  • Content Pieces
  • Opportunities

Plan the Strategy

Determine the best course of action for the website, including which areas to target and what content to write.
  • Site Structure
  • Target Locations
  • Local Pages
  • Blog Posts

Build Authority

High-quality, relevant content is only one part of the strategy. Make sure to claim all online profiles and law firm directories.
  • Google Business Profile
  • Online Directories
  • Backlink Strategy
  • Social Media

Technical SEO

Fix errors and troubleshoot performance bottlenecks to ensure users can navigate your site without problems.
  • Fix Errors
  • Test Performance
  • Check for Bad Links
  • Verify Page Structure

Develop New Content

Use the opportunities discovered in the research phase to generate content and new local pages for users to find.
  • Update Main Content
  • Build Local Pages
  • Blog Content
  • Local Pages

Review Results and Repeat

Law Firm SEO should never be finished - if you stop, you may lose the momentum and rankings gained in the previous steps.
  • Track Progress in GA4
  • Web Reports in Looker Studio
  • Audit Keyword Ranking
  • Test New Meta Titles and Descriptions

What happens after performing SEO on my website?

Many people think that one pass of their law firm's search engine optimization is enough. The truth is that proper SEO involves a never-ending cycle of fine-tuning to rank high and maintain your leadership position in Google's SERPs. Crawlers are constantly visiting and reindexing your site - this means that your law firm's SEO strategy must be strong to not fall victim to competitors, Google updates, or black hat SEO practices.

What is black hat SEO?

Black hat SEO techniques are search engine optimization practices that attempt to manipulate search engines to improve page rankings. These methods go against search engine guidelines and can be very expensive and time-consuming to recover from.

What is mobile SEO?

Mobile search engine optimization is the method used to improve search rankings on smartphones and tablets. Many of our clients are seeing 70-80% of their users coming from mobile devices further increasing the importance of mobile optimization.

What are the advantages of hiring an Law Firm SEO Agency?

Search Engine Optimization can rarely be done by one person alone. You need a team of talented individuals to perform all of the steps necessary to get results. At Legal Communications Group, our SEO team is comprised of the following individuals:

Managers
  • Marketing Director
  • Social Media Manager
  • Paid Media Manager
Creative
  • Copywriter
  • Graphic Designer
  • Video Editor
Specialists
  • Data Analyst
  • Web Developer
  • Technical SEO Lead

What is the cost of Search Engine Optimization?

The pricing for SEO services varies based on the number of pages, the current technical state of your website, the current rankings, and the geographical market. These factors can alter the time and cost necessary to run an effective campaign. Be wary of any SEO company that offers very low-cost services or guarantees rankings. These disreputable companies may use Black Hat SEO techniques that will be very hard - and expensive - to recover from. Contact us and tell us about your firm for a free quote.

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