SEO for Law Firms

SEO for Law Firms

The Attorney Guide provides expert Search Engine Optimization (SEO) services to Lawyers and Law Firms.

If you want clients to find you online, contact us for an obligation-free analysis of your website and a strategy to increase your Law Firm's online visibility.

The Attorney Guide can assist you by ensuring that your website gets found at the right time – when people are searching for your services in your area.

A great, converting website is critical in your Law Firm marketing strategy. However, the best-looking website without visitors is useless. The website must get visitors to be successful. That is where The Attorney Guide comes in.

We aim to get more clients to your website by bringing more visitors to your site. We do this with a focused SEO campaign and Search Engine Marketing (SEM).


Why use The Attorney Guide for SEO?

Focus: we specialize in SEO for Lawyers and Law Firms. Many companies offer SEO services to a wide variety of businesses. Today, they will market to Plumbers, tomorrow to Landscapers, and the day after to Roofing companies. We do one thing; we work to offer our Law Firm clients the best possible rankings in their area of practice. With specialization comes success.

Exclusivity: we offer our SEO services to only one Law Firm in a geographical / practice area. We do not compete with ourselves.

Many SEO companies accept clients from one area of specialization or geographical area, and they then spend as much time working for your competitor as they work for you.

The Attorney Guide focuses on ranking your Law Firm on top of Google, Bing, and other search engine searches.

Why did we get into SEO?

Martin Vermaak, the founder of The Attorney Guide, is a practicing attorney with a passion for online marketing.

He has been in private practice since 2000. He initially outsourced all the website and marketing needs but became intrigued by online marketing. He pursued further studies at the University of Cape Town, where he obtained a Certificate in Online Marketing.

He then started a Digital Marketing Agency, which became specialized in Law Firm marketing.

How the Attorney Guide SEO works?

Planning Stage: We will establish your Law Firm's needs. We need to know who you are and where you want to be. Our SEO specialist will interview you and conduct research.

  • What is your goal for your Law Firm?
  • What services do you provide?
  • Who are your ideal clients?
  • We analyze your current website and do an in-depth website audit.
  • We look at your current online success and challenges.
  • We do keyword research.
  • We research your competitors to identify their website's strengths and weaknesses.
  • We find opportunities to get more site visitors.

We offer basic computer-generated website SEO audits for a fast, computer generated web audit.


Custom Website Audits We provide FREE custom website audits – Contact Us – for a free Custom Audit

If you are seriously considering investing in SEO, ask us for a custom audit. It takes several hours for us to conduct these audits. Instead of merely using a computer-generated printout, our SEO experts go much; further, they spend the time, and they perform custom website audits.

They manually review your website, the market, the practice area, and your competition.

As part of our FREE Custom Law Firm website audit, our SEO experts will look at, amongst other things, the following:

Domain history: the domain history plays a small roll in a website’s ranking. The website's age and, as such, the backlink profile age is what matters. Older domains may carry more weight due to backlinks pointing to them. Google uses many indicators to see how trustworthy a website is. Legitimate domains, i.e., valuable domains that are not purchased for spammy reasons, are often paid for years in advance.

Hosting: where you host your website can play an essential role in SEO. One of the most important factors is the speed at which your website loads. If your website takes long to load, you will lose a lot of traffic.
Another important aspect of hosting is uptime and downtime. You want to be hosted with a reputable hosting company as the search engines crawl websites all the time. If they visit a website that is down, they will mark the website as inaccessible. If this happens frequently, your website might be marked as unreliable.

Website Platform: the platform and the content management system used for the website is essential. Some websites are not optimized and cannot be adequately optimized. If you have a custom build website, the site must be built with SEO in mind, or it must be changed to be SEO friendly.
Many of the so-called 'drag-and-drop' websites offer basic SEO functionality for free, but if you want a fully functional SEO friendly website, you must upgrade.
The Attorney Guide can build an excellent looking, SEO, and mobile-friendly website for your Law Firm. Our SEO experts can perform SEO on a variety of platforms.

Website Layout

The website layout must be easy to read, navigate, and must be mobile-friendly. It is scary to see how many websites are not mobile-friendly, and Lawyers with poor site layout or mobile-unfriendly sites lose a lot of traffic.

XML Sitemaps

Our experts will look at your sitemap and ensure that your site is accessible (crawlable) by the search engines. A sitemap will also help to track your traffic, and we will add proper schema markup tags.

Title Tags and Meta Descriptions

We spent a lot of time testing and finding the best title tags to target the best search terms so that the content can be found and to ensure that the user has a pleasant experience. Meta title tags can create a valuable first impression of your web page.

Image Alt Text

The photos used on your website must be optimized, and the size must be reduced for faster loading. Search engine results pages return more and more images with text-based results. We, therefore, look at the pictures and ensure that they are properly described, which allows for better crawlability and ranking of websites.


Interlinking plays a significant role in letting Google find out what content on your site is related and the value of that content. It also affects the trust score that Google will give to your website. As part of our service, we will, on an ongoing basis, evaluate and improve internal linking.

Link Building

Link building is a crucial aspect of Lawyer SEO because it is a significant factor in how Google ranks websites.

The landscape of link building and SEO is always changing, and lousy link building can damage your website.

It is, therefore, essential that you get useful links to your website. The purpose of link building is to build credibility and trust.

Google and other search engines penalize the overuse or the incorrect use of backlinks.

We will identify possible toxic links.

The Attorney Guide knows how to build quality links to Lawyer websites that build credibility and trust with Google and other search engines.

Site Speed

I have touched on the importance of site speed, but it is so important that I mention it again. The site speed is a direct ranking factor. Webmasters generally consider that up to 40% of traffic will leave the website if the pages take longer than 3 seconds to load.

We will test the site speed and identify ways to increase the site speed.

Errors, duplicate content, and broken links

We will identify errors and ways to fix them. The same for duplicate content and broken links. The fewer errors and other issues, the better the ranking of the website.

Social Media Setup

Facebook and other social media links help websites. These pages must be set up correctly to get the most benefit from them. We will look through these pages to make sure they are set up correctly.

Name, Address, Phone Number (NAP Consistency)

NAP consistency is one of the factors that build trust with customers and Google alike. We will check that you have a consistent listing of your company name, address, and phone numbers across the internet. We will review the spelling and the formatting of your details all over the web, on your website, social media, and directories alike.


For your website to be persuasive, sites must have unique content on them.

We often find that people use generic content when they create a website, or their web builder simply copy and paste information from other websites when they create a new website.

Unique content is what will set you apart from your competitors.

Competitor Analysis

There is already a Law Firm ranking number one on page one of Google for the keywords that you want. For your Law Firm to take the top spot, we do an in-depth analysis of the competition’s website, identify their strengths and weaknesses so that we can understand what it will take, in time and money, to dethrone them from the top position.

Google my Business (GMB)

GMB is very important for local SEO searches. We will see if you are listed on GMB, and the first step will be to get verified with GMB.

Implementation Stage

The implementation stage consists of various SEO techniques, including technical website optimization, link building, keyword research, and user intent, mobile SEO, content.

Reporting Stage

We regularly report back to our clients based on their unique needs. Our monthly report is detailed and written in plain English, and it contains the metrics that are important to that specific client.

What makes us stand out?

Firstly,we specialize. We only do SEO for Lawyers and Law Firms. We know what to look for and how to do keyword and other research for Law Firms. We understand the legal market and legal nuances well.
We have one goal, and that is to get our Law Firm clients to rank well so that they can get more traffic, which equals more clients for them.

Secondly, we work with our clients to identify the type of clients that they want.

Thirdly, we aim to get clients in your preferred field of practice, whether it is in the personal injury field, criminal law, or divorces.

Fourthly, we do not offer generic packages. We tailor-make a package, especially for you, after analyzing your needs.

Lastly,we are focused, and we work in the legal SEO field, every single day. If you want real results, contact us!

Let us answer some of your SEO and other Questions

Where is The Attorney Guide situated?

We are based in sunny South Africa. This has many advantages for our international clients. The US dollar is much stronger than the South African Rand, and our international clients get more bang for their buck!

South Africa is a well-developed country with excellent technological infrastructure. We also have some of the best universities in the world. Our SEO staff is Google qualified, and some even have master’s degrees in programming.

Will I be locked into a contract?

We offer month to month contracts, with a 30-day notice period, for our clients as not every client is in a position or want to sign a long-term contract with a service provider that they have not used before.

Our long-term contracts are for 12-month periods. The benefit of signing a contract is that we charge less for work done for extended term contracts.

How long will it take before I see results?

This is probably the number one question asked by clients. Many variables influence SEO results.

SEO is a long game. It generally takes four to six months to see results. However, the results that you get at six months will be less than what you get at twelve months.

SEO is an investment, and you can get good results for years with proper SEO.

How much will it cost?

When we quote a client, we look at the competitiveness, target market, and the goals of the client.

Typically, our rates will be $1000 for a small law firm in a specific geographical area. This can increase to $2000 or more per month, depending on the number of practice areas, offices, etcetera.

You will find many SEO companies that offer a basic plan at a set fee and then a bit more for a slightly bigger package and then the ‘executive’ plan, at a premium.

Remember that you pay for what you get. We offer excellent pricing for the service that we render.

Do I need a new website?

If you have a good SEO friendly website, then it is not necessary to get a new website. However, if we find that your website is not suitable for us to get the results that we expect, then we will tell you so.

If you are starting a new website, speak to us; we can build a useful website that is SEO and mobile-friendly.

If you want a custom audit for your Law Firm, that includes suggestions and a smart game plan as to how to proceed to get your website to rank - contact us!

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