SEO Services for Lawyers & Law Firms

SEO is considered a free marketing channel because you don’t pay Google for ranking or each click that goes to your site (unlike Google Ads). Using SEO can save you money while targeting traffic with precision by using keywords that match your firm’s services. The impact of SEO builds over time, meaning optimized content from years ago can keep bringing in traffic, creating a compounding effect that continuously boosts your site’s visibility.

However, SEO requires patience. According to our study, it takes between three to six months on average to start seeing results. This makes SEO a strategy for those committed to long-term growth.

This beginner-friendly guide is made for:

• Lawyers and law firm owners who want to start investing in SEO for their brand.
• In-house marketers working for law firms looking for a cost-effective marketing channel or to improve organic traffic.
• Agencies working for law firms looking for specific SEO services for lawyers or tactics.

To enhance your visibility in local searches via Google Maps, start by optimizing your Google Business Profile. The Google Map Pack is a rich result that shows searchers the best results based on location. Here are the three principles Google uses to determine what goes into the local pack:

1. Relevance – How well a business profile matches the meaning of the query.
2. Distance – The distance between the search result and the location of the searcher.
3. Prominence – Popularity in the “offline” world, online reviews and rankings, links to the website, and rankings in the organic search results.

Google’s Map Pack is made up of Google Business Profiles. Ensure you list all your business locations with the service. This makes your business eligible to show up on Google Maps and display a local knowledge panel for queries including your business name. If you’re starting fresh, create your business profile. If the business already exists or someone else has claimed it, you may need to claim your profile instead.

Local citations and directories are online mentions of your business that display your business name, address, phone number, and website. These are crucial for ranking higher in Google’s Map Pack and organic search results. Start by getting listed with big aggregators like Foursquare, Facebook, Yelp, and Bing Places. Then submit your data to popular local and industry-specific directories like FindLaw, Justia, or LegalMatch or hire some best seo service for lawyer provider.

Positive reviews and rankings help Google understand which businesses are more prominent. Ask your clients to leave reviews on Google. Don’t buy reviews, don’t offer something in exchange for reviews, and try to reply to reviews as often as possible. Google allows you to create a special link to request a review.

To rank in organic search results, you need pages with content relevant to a given search query. The more useful, interesting, and well-linked that content is, the higher your chances are. Here’s how to optimize your content:

Provide visitors with a list of services that you offer and where you offer them. Create a content hub where a pillar page talks about your expertise and links to subpages dedicated to each area of law you cover. This builds topical authority, boosts link authority, and offers a user-friendly way to navigate your website.

Help Google index your website for keywords with local search intent by listing your locations. Create a page with each location’s exact address, phone number, and email. Include your locations in the footer and create subpages if you want to provide more specific information related to the locations.

From the perspective of a searcher, a keyword is a word or phrase they type in Google to find services. Here are some keyword research ideas for lawyers:

• Expand Your Services by Analyzing Other Ranking Pages: Use a keyword research tool like Ahrefs’ Keywords Explorer.
• Look Up Specific Competitors’ Keywords: Analyze your competitors’ keywords using Ahrefs’ Site Explorer.
• Look Even Further: Spend more time in Keywords Explorer and browse through Google autosuggestions, common questions, and topics your competitors blog about.

Optimize on-page SEO factors by aligning with search intent, creating quality and up-to-date content, demonstrating E-A-T (Expertise, Authoritativeness, Trustworthiness), and using short and descriptive URLs. Add internal links and optimize images by compressing file sizes, using descriptive file names, and providing alt texts.

Links from other websites are one of the most impactful ranking factors. Earn them organically through link-worthy content or build them through link building methods like:

• Publishing Press Releases: Following an important case, issue a press release and distribute it online.
• Newsjacking Opportunities: Provide reliable information on current events related to your law specialization.
• Link from Your Publications, Teaching, or Public Speaking Events: Include links in your bio for lectures or conferences.
• Guest Blogging Opportunities: Write guest posts on reputable sites in your niche.
• Answer Journalist Requests: Use services like HARO, ResponseSource, and SourceBottle to track journalist requests for expert commentary.

Technical SEO ensures your site is crawlable and indexable. Use tools like Ahrefs’ Site Audit to keep your website’s SEO health in shape by fixing errors like broken links and slow page loading.