4 SEO Tips Every Law Firm Should Know

4 SEO Tips Every Law Firm Should Know


4 SEO Tips Every Law Firm Should Know

You’ve probably heard of the importance of search engine optimisation. But did you know that over 85% of individuals seeking legal advice use a search engine to gather details. Roughly, 3 out of 4 legal clients visit a firm’s website before they pick one.

These statistics are no secret and you can be sure that your competitors are well aware of them. Which is why it can be difficult to rank higher for law firms. There is just so much competition out there and everyone is heavily focusing on SEO. While competition does play a role, it isn’t as impactful as the strategy you employ. If the strategy isn’t right, you can waste all your resources on SEO and yet won’t see any change. The following tips will help ensure that your strategy gets off on the right track, giving you the results you seek.

Understand How Google Displays Search Results

If you look at Google’s result page today, it is far different than a decade ago. Search for legal services, the result typically gives the result in the following order:

  • Paid ads (4 at the top with 3 at the bottom of the page)
  • Local results (3 local business results)
  • Organic results

Out of those organic results, you will also find that a few are aggregator sites such as Yelp. So your business is fighting for very limited space when you opt for an organic spot. For each of the results, you can have a specific strategy. Paid requires money, whereas you can work on the other two through SEO. For law firms, getting into the top spots of local results can yield the most relevant traffic. For which, you need to focus on keywords that highlight the location in which your law firm operates.

Use intent to select keywords

You can map the keywords you select based on the intent of the visitor. This means the mapping phase has keywords for each aspect of your sales funnel from attention, discover, to money. Think of how you can frame your keywords for each phase. For example: for the initial “attention” phase, visitors will just be looking for information about their specific case. So, a client looking for information about business merger will search, “how to merge your business?” or “information about business merger.” You need to use such keywords to target them. Whereas someone in the money phase would be looking for direct services and would search, “business merger lawyer.”

Why keyword research is important to figure out which keywords to use, you need to properly map the keywords and phrase them for every point in your sales funnel. Only then will you attract the relevant traffic and know how to target them.

Build External Links

Links are one of the highest factors in ranking on search engines. The more links you have out on the internet, the more authority and trust your websites considered to have. But building links is easier said than done. You can’t wait on others to boost your links. You need to promote it yourself. There are various ways you can do this:

  • Social media: You can post links in your account but that won’t generate too much buzz unless you have an extensive network of engaged followers. You can post links in forums and groups to get wider coverage.
  • Link outreach: Unless your website is an authority online, people won’t just like to it. To build that authority, you need to not just create quality content but have an outreach program to get bloggers and others to link to it. For this, you can approach legal blogs with your content. You can either write a guest blog, linking your website, or you can find relevant blogs where your links fit and ask the author to do so.
  • Quora: You can answer legal questions on platforms such as Quora and add links within the answer.

Track Your Efforts

You need to keep tabs on your SEO efforts. For which, you will need to use different SEO tools. When measuring your efforts, you want to focus on the following:

  • Your firm’s visibility on search engine
  • Organic traffic generated
  • Leads generated

Different tools can help you track what you need to ensure your optimisation efforts are on track. SEMRush and Google Analytics are two examples. They can help you determine the organic traffic generated, forms filled on the website, the conversion rate of traffic to lead, and so on. The tools will also help you determine which pages of your website generate most traffic which can further help your marketing strategy.


If you want your firm’s website to rank on search engines, you need to do it the right way. The competition is so high that the slightest of mistakes can impact where you rank. The tips mentioned should help you get started on a better SEO plan which will help you achieve the results you are after.

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