Boost Your Case Growth With Attorney SEO

Robert Brewer

attorney seo

Attorney SEO is how law firms get found before competitors do. More than 1.3 million lawyers practice in the U.S., and most prospective clients research legal services on Google before they ever pick up the phone. Firms that invest in search optimization earn more clicks, more calls, and more cases. Below are practical ways to lift your firm’s visibility in those results.

Why does attorney SEO matter?

With more than 1.3 million lawyers competing for the same clients, ranking on the first page of Google is no longer optional. Most prospective clients search online before contacting a firm, so the practices that show up in those results capture the inquiries. Attorney SEO is the set of tactics that puts your law firm in front of those searchers.

What on-page elements should a law firm optimize first?

Include your location in the navigation bar to send strong relevancy signals to Google. Build an attorneys page that features an overview of your firm’s experience, and add a testimonial page to build trust. Add a contact page with a clearly labeled contact form. Use the right keywords on every page to raise your visibility in Google, and vary your titles and descriptions so each page draws a different slice of search traffic.

How does link-building help a law firm?

Link-building is a proven strategy for increasing website visibility. Rather than focusing only on niche-specific content, link-building encourages other websites to include your law firm’s link on their own site. This is also known as “offsite SEO” and involves making changes on external websites, such as the Yelp website. Link-building from authority sites can be straightforward, though some sites require payment for the privilege.

How can a law firm improve site speed?

Use microformats and Google’s PageSpeed Insights tool to improve the speed of your site. The tool lets you test your site on desktops and mobile devices, so you can quickly identify any speed issues. If your site is slow, potential clients may not bother to read it. The faster your site loads, the better your chances of keeping visitors engaged.

Are legal awards worth the cost?

Hundreds of legal awards are available for attorneys. The vast majority are for businesses and are purchased. Although Google rewards these businesses with their award, the awards lose value over time. An award is not useless, but it’s worth weighing before you invest. More links pointing to your website make it more likely that people will choose your firm over others, and stronger content on your attorney website also raises visibility.

How should firms target long-tail keywords?

Google’s improved search algorithm has made it easier to identify relevant keywords for your business. A lawyer who specializes in cannabis business law, for example, may want to write articles about the latest developments in the cannabis industry. If a client is searching for an attorney in cannabis law, the goal of your content should be to establish yourself as a topical authority in that niche. A high ranking on Google makes sense for your business. You can use this approach to improve your firm’s website by optimizing content for long-tail keywords.

Can HARO help with attorney SEO?

HARO is another resource for attorney SEO. HARO encourages attorneys to run for and purchase legal awards, which provides backlinks from their profile pages and builds social proof for their firms. Attorney SEO benefits from being in the spotlight. In addition to winning awards, you can nominate other lawyers to receive the same recognition, and they may reciprocate.

What should every online profile include?

If you’re an attorney, optimize your law firm for Google by updating all information on your website. Make sure you include photos of your staff and office. The keywords you include in your profile should reflect the practice’s specialty. Include your website address and business hours. Adding these three items will increase your presence on Google.

How important are client reviews for SEO?

Get as many positive reviews as possible. Positive reviews matter for SEO, but there’s more to it than just rankings. Google’s ranking algorithm says that businesses with high reviews are more trustworthy than those without them. A lawyer’s website with high-quality reviews can improve the firm’s overall ranking. Ask for reviews from past clients. These reviews will increase the likelihood of getting a positive referral.

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