SEO for Lawyers:

8 Effective Tips

SEO for Lawyers: 8 Effective Tips

Nearly 70% of all online experiences begin with a search engine like Google. With search engine optimization (SEO), you can appear for searches relevant to your law firm. Then, you can start reaching more prospective clients online. 


Not sure how to start using SEO for lawyers? Here are a few tips that can help.


Starting a law firm with a successful SEO strategy can help your business grow. Get started with these tips today!

Nearly 70% of all online experiences begin with a search engine

Nearly 70% of all online experiences begin with a search engine

1. Research Your Audience

Google looks for web content that matches the user's search intent. In order to understand the user's intent, you need to first understand the user. Take the time to gather audience research to better inform your SEO strategy.


First, think about your clients in terms of demographic and psychographic research. For example, you might consider their:

  • Age
  • Location
  • Household income
  • Marital status
  • Gender
  • Career
  • Language
  • Education
  • Buying behaviours
  • Interests
  • Hobbies
  • Pain points


You might also segment potential clients based on the legal services they need.


Next, gather keyword research. Your keyword list will inform your content marketing strategy. 

Use tools like SEMRush, Answer the Public, Keyword Planner, and Google Trends to develop a list of target keywords. Look for long-tail keywords, which can help you determine the user's search intent. Long-tail keywords include four or more words. 


For each primary keyword you select, choose four to six secondary keywords.


Don't start writing content without choosing a primary keyword first. Otherwise, stuffing a keyword into a post after the fact can make the text sound awkward. Use secondary keywords to avoid keyword stuffing.


Otherwise, Google might penalize your content. 

2. Update Your Website

Google will also review your website before determining your organic search engine rankings. It prioritizes sites that are fast, mobile-optimized, and user-friendly. In fact, Google will review the mobile version of your site first. 


Run your URL through Google's Core Web Vitals, PageSpeed Insights, and Mobile-Friendly Test. If there are issues with your site, hire an experienced web design and development agency this year. Look for an agency that specializes in SEO optimization or user experience (UX) design.


If your site is difficult to navigate or use, visitors will leave without exploring your content. They might tell others about their negative experience, too.


As people begin leaving your site without exploring additional pages, your bounce rate will rise.


A high bounce rate can hurt your organic rankings.

3. Create Engaging Content

Once you've gathered your keyword research, you can start creating unique, engaging blog posts. Make sure to personalize your posts for each buyer persona. Personalization can help you connect with clients on a deeper emotional level.



When creating your content, make sure to place the target keyword in the:

  • Opening and closing paragraphs
  • Body text
  • An H1 header
  • URL
  • Page title
  • Image file name
  • Image alt text
  • SEO title
  • SEO description


Adding the target keyword in the image file name and alt text could help you appear for image searches.


Your SEO title and description will appear on Google's search engine result pages. Make sure your titles and descriptions are engaging. Invite the reader to explore your content to find the information they need.


Experiment with different content formats to appeal to clients at different points in the buyer's journey. For example, you can create videos, infographics, case studies, and eBooks. 

5. Generate Backlinks

Backlinks are one of Google's top ranking factors. The more backlinks a page has, the more traffic it can generate from Google. 


Backlinks appear on other websites before directing readers to your web content. The easiest way to generate backlinks is to start guest blogging. You can write a blog post for another website, then add a link to your site within the content.


Otherwise, consider hiring an agency that offers guest blogging and backlink building services. 

6. Distribute Content

Once you've started creating your blog content, make sure people can find it!



Start by sending an email newsletter to your subscribers on a weekly basis. You can also share your content on social media, along with a link to the original blog post.


Try reformatting your blog posts for each social media platform. Then, use a call to action to encourage readers to check your blog for the full post. 


Once people begin commenting on your post, make sure to comment back. Engage with your audience to show them your firm has access to the successful attorneys they need. 

7. Track Trends

Once you begin using SEO for lawyers, it's important to track the latest search engine optimization trends as well. Tracking the trends can help you maintain your rankings. It can also help you discover new ways to rank ahead of your competitors.


For example, featured snippets are formatted pieces of information that appear on the top of search engine result pages. You can use Schema markup to format your content for featured snippets. 


You can apply trends like Core Web Vitals, voice search, image search, and video content.

8. Analyze and Adjust

Make sure to review your website analytics over time. Determine which blog posts have helped you generate the most traffic. Consider the topics you covered in those posts, too.


Then, use your analytics to update your SEO strategy. Optimizing your SEO strategy can help you generate more results.

1. Research Your Audience

Google looks for web content that matches the user's search intent. In order to understand the user's intent, you need to first understand the user. Take the time to gather audience research to better inform your SEO strategy.


First, think about your clients in terms of demographic and psychographic research. For example, you might consider their:

  • Age
  • Location
  • Household income
  • Marital status
  • Gender
  • Career
  • Language
  • Education
  • Buying behaviours
  • Interests
  • Hobbies
  • Pain points


You might also segment potential clients based on the legal services they need.


Next, gather keyword research. Your keyword list will inform your content marketing strategy. 

Use tools like SEMRush, Answer the Public, Keyword Planner, and Google Trends to develop a list of target keywords. Look for long-tail keywords, which can help you determine the user's search intent. Long-tail keywords include four or more words. 


For each primary keyword you select, choose four to six secondary keywords.


Don't start writing content without choosing a primary keyword first. Otherwise, stuffing a keyword into a post after the fact can make the text sound awkward. Use secondary keywords to avoid keyword stuffing.


Otherwise, Google might penalize your content. 

2. Update Your Website

Google will also review your website before determining your organic search engine rankings. It prioritizes sites that are fast, mobile-optimized, and user-friendly. In fact, Google will review the mobile version of your site first. 


Run your URL through Google's Core Web Vitals, PageSpeed Insights, and Mobile-Friendly Test. If there are issues with your site, hire an experienced web design and development agency this year. Look for an agency that specializes in SEO optimization or user experience (UX) design.


If your site is difficult to navigate or use, visitors will leave without exploring your content. They might tell others about their negative experience, too.


As people begin leaving your site without exploring additional pages, your bounce rate will rise.


A high bounce rate can hurt your organic rankings.

3. Create Engaging Content

Once you've gathered your keyword research, you can start creating unique, engaging blog posts. Make sure to personalize your posts for each buyer persona. Personalization can help you connect with clients on a deeper emotional level.



When creating your content, make sure to place the target keyword in the:

  • Opening and closing paragraphs
  • Body text
  • An H1 header
  • URL
  • Page title
  • Image file name
  • Image alt text
  • SEO title
  • SEO description


Adding the target keyword in the image file name and alt text could help you appear for image searches.


Your SEO title and description will appear on Google's search engine result pages. Make sure your titles and descriptions are engaging. Invite the reader to explore your content to find the information they need.


Experiment with different content formats to appeal to clients at different points in the buyer's journey. For example, you can create videos, infographics, case studies, and eBooks. 

4. Claim Your Listing

While you're starting a law firm, it's also important to claim your Google Business listing. Your listing will help prospective clients find your:

  • Law firm name
  • Business category
  • Business hours
  • Website
  • Phone number
  • Address/directions
  • Recent posts
  • Photos/videos
  • Client reviews


Claiming your listing can help you appear for local searches. 



Otherwise, ask your recent clients to post their reviews on your listing. Positive reviews could increase your brand authority and credibility. Future clients might feel more inclined to trust you after reading positive reviews. 

5. Generate Backlinks

Backlinks are one of Google's top ranking factors. The more backlinks a page has, the more traffic it can generate from Google. 


Backlinks appear on other websites before directing readers to your web content. The easiest way to generate backlinks is to start guest blogging. You can write a blog post for another website, then add a link to your site within the content.


Otherwise, consider hiring an agency that offers guest blogging and backlink building services. 

6. Distribute Content

Once you've started creating your blog content, make sure people can find it!



Start by sending an email newsletter to your subscribers on a weekly basis. You can also share your content on social media, along with a link to the original blog post.


Try reformatting your blog posts for each social media platform. Then, use a call to action to encourage readers to check your blog for the full post. 


Once people begin commenting on your post, make sure to comment back. Engage with your audience to show them your firm has access to the successful attorneys they need. 

7. Track Trends

Once you begin using SEO for lawyers, it's important to track the latest search engine optimization trends as well. Tracking the trends can help you maintain your rankings. It can also help you discover new ways to rank ahead of your competitors.


For example, featured snippets are formatted pieces of information that appear on the top of search engine result pages. You can use Schema markup to format your content for featured snippets. 


You can apply trends like Core Web Vitals, voice search, image search, and video content.

8. Analyze and Adjust

Make sure to review your website analytics over time. Determine which blog posts have helped you generate the most traffic. Consider the topics you covered in those posts, too.


Then, use your analytics to update your SEO strategy. Optimizing your SEO strategy can help you generate more results.

Rank Higher: Start Using SEO for Lawyers Today

Don't miss an opportunity to set your new law firm up for lasting growth. Instead, start using SEO for lawyers as part of your digital marketing strategy. With SEO, you can start running a law firm bound to experience long-term success. 


Get started with these tips today. 


Need help strategizing? We're here for you.


Contact us today to get started. 

INTERESTED IN SEARCH ENGINE OPTIMIZATION?

GET IN TOUCH WITH US TODAY
Share by: