SEO for Attorneys

SEO for attorneys is one of the most competitive markets on the internet. To succeed in online marketing it is extremely important to understand, develop, and execute a unique and creative strategy tailored to your firm’s customers’ needs. 96% of potential attorney clients made a decision to make an appointment based on the website, online reviews, and information found on the internet. Potential clients looking for legal advice start online using search engines like Google, Yahoo, and Bing. Therefore, SEO application is critical to your digital marketing ROI.

What is SEO?

SEO is the technique, tactics, and strategies used to increase your online visibility and drive traffic to your website.

What are Search Engines looking for?

  1. Formats that are easily understood and indexed by them and their algorithms.
  2. Original high-quality content and blog posts from a trustworthy source.
  3. High-quality links from external sources (trustworthy) and internal sources such as other internal pages on your website.
  4. On-page optimization: Using your titles, headers and meta descriptions correctly.

Be sure to use your relevant keywords/terms in your website’s content as well as your social media content. Additionally, don’t forget to optimize your content by using semantic terms used in your region and niche.

Need Help? We can do all of this for you!

How does Google determine local rankings for your firm?


Relevance refers to how well local listings will match the search that someone is doing with local business information. Most importantly, with your business. So, how can you improve it? The answer is easy, add complete business information to your online business profile so the Google algorithm can better understand your business and above all, match it to the searches.

For example:
In your Google My Business profile, social media profiles and your website, be sure you fill out all information completely as possible such as name, address, website, category, email, hours of operation, etc.


Distance refers to your location and your mailing address if it is different. How far are you from the location, term, used in a search? If the searcher doesn’t specify a location, Google will calculate the distance based on what’s known about said location. Be sure your information is consistent in all your online presence. 

For example:
Searcher: Criminal lawyers near the downtown area.
Google ranks, in this order, the firm that has the words: “in downtown”, “providing downtown with” and “in the downtown area”.

Be sure your address and state are used correctly in all your online presence. Additionally, write detailed directions mentioning landmarks and more if possible.


Google uses a number of factors to decide your prominence in rankings.

  • Be sure you have more relevant backlinks than your competition. 
  • Write articles to partner with a newspaper or magazine in your niche. They will incorporate your website and links to your online presence making it mutually beneficial for both parties.
  • Images are relevant. Be sure they have the correct size, great quality and are relevant to your market. Also they need to be tagged, indexed, and their meta descriptions should use your specific keywords.
  • Directories like the yellow pages will help Google to categorize your business. Be sure your firm is in the chamber of commerce, magazines, and special places that list attorneys and legal firms.
  • Ask your past and current clients to write a review on Google, Yelp, Facebook, and any other online presence. Additionally, offer discounts, prizes or any other type of incentive to get your clients to write reviews and check-in at your place of business.

Example of a Google Business Profile

google my business

SEO Terms for Attorneys

Here is a collection of concepts that will help you understand the methods you need to follow to improve your SEO and maximize your law firm’s visibility online:

Local Presence

Be consistent with this information across all of your online presence so the search engines will find you faster and rank you higher.

Authoritative Content

To be noticed by your prospects, publish content that shows expertise in your field and authority in your niche. In other words, you must become an online leading expert in your market. (blog, articles, tips, recommendations, etc.)

Credible Links

Use online citations and references from legitimate sources and unique to your specialty, for example, law libraries: Georgetown Law Library, Cornell University Law School, Supreme Court of the USA, etc.
These links will boost your website’s credibility, as well as, your professional credibility.

Quality Development

Properly optimize your website tags, titles, and code elements starting at the design stage. For instance, if your current website doesn’t have the on-page SEO set up it is important to do this first before spending any money on campaigns, therefore, consult your SEO specialist first.

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