Your Ultimate Guide To Law Firm SEO

SEO For Lawyers - A Guide to Law Firm SEOThe basic premise of law firm SEO is to make your website more visible by using proven lawyer SEO techniques. While this sounds simple enough, it can be quite time-consuming because there’s a lot to do (e.g., create content, technical tasks, off-page work). Despite this, there’s a great ROI with SEO if done correctly. Here’s what you need to know to make sure you get the most of it.

Keyword Research

There are tools available to help you discover what words people are using to find you. The goal is to find terms with commercial intent since you’ll rank more easily for them. These keywords are also important for a law firm’s SEO because they tend to convert much better.

Additionally, locate words with research intent. These are the questions people are asking that you can address. You’ll want to create content based on them. Although this audience won’t immediately buy your services you’ll still want them to know about you.

Lawyer SEO Site Structure

Your site’s organization and your content’s appearance play an important role in a law firm’s SEO. Make sure that your visitors can easily find the information they need. Some of the most important pages on your site are your practice pages, attorney profiles, and the “About Us” page.

People spend more time on well-organized sites. This is one of the engagement metrics that Google takes notice of. Although Google denies using this information when ranking sites, studies show that high-ranking sites are usually more engaged by visitors.

Content Creation

Your “home” or “landing” page should provide an overview of the services you offer. From there you’ll want to create different types of content pages. Here are a few of these different types of content you can create.


Your blog is a vital part of your law firm’s SEO strategy. This content tells Google that you have “fresh” content – something that signals them that you should be ranked higher. Through your posts, you can also target research-based search terms and create a strong call-to-action to help convert visitors into clients. It’s also something that other sites can link to thus helping you do better with the law firm’s SEO too. These are just a few reasons why your blog is such a powerful asset to your site.

Internal Linking

Your services page should include your high-level keywords (those that people use when searching for your services). Make sure you also use geo-modifiers and end with a strong call-to-action (include your email and phone number here).

FAQ Pages

If you look at Google you’ll see they have an “answer box.” This is their way of quickly answering the most common questions. You’ll want to create checklists and bulleted lists that they can pull from and use here since this will help your site get noticed.

Build Links for Law Firms SEO

Link building is an important off-site lawyer SEO tactic. Creating a healthy link profile shows Google that your site is trustworthy so they’ll rank you higher. Some of the best ways to build inbound links include:

  • Get quoted in online news sources (e.g., monitor information requests from HARO, ProfNet, etc.)
  • Create high-quality content that’s relevant to your readers so other bloggers take notice and consider your site a linkable asset
  • Write guest posts for other blogs
  • Provide law-related news to sites legal professionals visit

Putting Law Firms SEO to Work for Your Practice

There’s a lot to digest here. Does it leave you feeling a bit overwhelmed? If so, you should know that we’re here for you at the Local SEO Tampa Company in Tampa, FL. We understand SEO and have what it takes to help move your law firm to the top. Contact us today.