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SEO For Lawyers

Utilize our tried-and-true SEO methodologies. Unlock the potential of your legal services through targeted SEO strategies designed exclusively for lawyers.

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SEO for Lawyers in the Digital Age

Having an online presence is crucial for law firms today, with the majority of people turning to search engines like Google when they need legal services. By optimizing your website and content for keywords potential clients search, you can drive more qualified traffic and grow your firm. This process of improving visibility in organic search is called search engine optimization (SEO).

Implementing SEO provides attorneys an invaluable way to reach prospects online, building credibility and trust to stand out. With more website visitors contacting your firm directly, you gain an edge against the competition. This guide will equip lawyers with actionable tips to boost search rankings, explaining core strategies in straightforward terms.


of users turn to search engines when in need of legal information.


of users use non-branded terms when searching for legal services.


Most potential clients only contact one attorney before making a final decision.

What Is SEO For Lawyers?

SEO (search engine optimization) for lawyers refers to the process of optimizing a law firm’s website and online content to rank higher in search engines like Google. The goal is to appear on the first page of search results for keywords and phrases that potential clients use when searching for legal representation. 

This allows the law firm to tap into client demand and increase visibility to attract more cases and grow their business.

Effective law firm SEO requires a strategy focused on creating useful, relevant website content centered around target keywords, improving technical elements like site speed and mobile-friendliness, building high-quality backlinks from legal industry websites, local optimization for geographic keywords, and tracking keyword rankings over time. 

By implementing best practices in these areas, lawyers can drive organic traffic, establish credibility through search visibility, and ultimately acquire more clients contacting them directly through their website. Quality SEO helps set law firms apart in an increasingly competitive legal market.

Why Law Firm SEO Matters?

In the legal industry, many clients search online to find a lawyer or law firm for their specific legal issue. Recent surveys have shown that most people looking for legal help start their search online. In fact, around 73% of consumers use search engines to find a lawyer. With so much business being directed through organic search, claiming those top spots in Google is critical for law firms wanting to stand out.

SEO helps your law firm’s website appear higher in search engines for relevant queries, increasing your visibility and likelihood of being contacted. If your website is not optimized for keywords potential clients are searching, you may be missing out on a significant source of new business.


Search Engine Optimization

Higher Page Rankings

On Search Engines like Google

Increased Traffic

To your website

Increased ROI

Return On Investment

Key Ranking Factors For Law Firm SEO

Quality Content

Google’s top priority is providing the most useful, relevant information to searchers. So content that thoroughly informs and educates visitors on legal topics signals high quality to Google. Law firm websites should offer insightful, well-written articles and pages that answer common legal questions in depth, tailored to their practice areas and location.

Optimizing these pages with relevant keywords also helps. The focus should be on creating comprehensive content made both for visitors and SEO – useful information written in an engaging way. High-quality content that solves searchers’ queries establishes authority and drives higher rankings.

Ideally, your content should be:

Informative and educational
Well-written for both search engines and visitors
Comprehensive in answering common legal questions
Optimized with relevant keywords

Recent Client Wins

  • Fastest Growth

    3x organic traffic increase for an employment law firm in LA, SF, and NYC

  • 20+ new clients

    20+ new clients per month for a divorce law firm in Houston, Texas

  • 60% increase

    60% increase in new cases in just 6 months for a personal injury law firm in California

  • 215% organic traffic

    215% organic traffic increase in less than a year for a business law firm in Austin, Texas

How to Optimize Your Law Firm Website for SEO

Now let’s explore some actionable SEO strategies to implement on your website. Following these core strategies helps lawyers boost visibility and acquire clients through organic search.

Technical SEO

Technical SEO refers to behind-the-scenes optimizations that make a website more search engine and user-friendly. Your site should employ proper technical SEO practices to ensure search engines can easily crawl, index, and understand your content. 

This includes elements like properly structured URLs, descriptive page titles and meta descriptions, optimized images with ALT text, minimized page load speeds through code compression and caching, and logical site architecture and navigation.

Addressing these technical components allows search bots to easily crawl a site and understand the content on each page. Implementing technical best practices improves overall findability, indexation, and rankings capacity for websites. The goal is crafting an optimal technical foundation to present content to both users and search engines.

Link Building

Link building refers to obtaining backlinks – external sites linking back to your website. Inbound links act as votes of confidence, indicating to Google that a site is trustworthy and authoritative on a topic. By netting quality backlinks, you can considerably boost your rankings. Law firms can build quality backlinks through guest posting on legal blogs, sponsoring local community events, networking with attorneys to exchange links, and outreach to place links on high-authority legal sites.

These contextual backlinks from industry websites help boost a law firm’s search rankings by signaling relevance and reliability to Google. Building a robust, natural link profile should be a key component of any law firm’s SEO strategy.

Conduct Keyword Research

Thorough keyword research is critical for identifying the most valuable search terms potential clients use to find legal services. Lawyers should leverage tools like Google Keyword Planner and SEMrush to uncover high-volume, low-competition keywords. Additionally, studying competitors’ rankings, analyzing your own search analytics, and asking clients directly how they found you provides insight into effective keywords.

The goal is compiling a comprehensive list of relevant keywords tailored to your practice areas, services, and location. This keyword-focused approach should inform content creation strategy, fueling articles and pages optimized to rank for those valuable terms.

The first step is gaining insight into the terms and phrases that potential clients are using to find legal help. This list will drive your content strategy moving forward.

Optimize Your Website Content 

With your list of target keywords in hand, the next step is working them into your site content naturally. This includes:

Homepage: Feature some of your most important keywords in strategic places like page titles, headlines, subheadings, and opening paragraphs.

Service Pages: Craft compelling content that thoroughly explains your legal services while seamlessly integrating related keywords.

Location Pages: Develop dedicated pages that target keywords for each city or county you serve. 

Blog: Regularly publish new blog posts that answer common legal questions and focus on keyword-rich titles and H2 subheadings. 

Meta Data: Incorporate keywords within page titles, descriptions and image ALT text.

The goal is to create useful, engaging content centered around your target terms. This establishes relevance and topical authority to search engines.

Optimize Technical Elements

Fine-tuning behind-the-scenes technical components allows search engines to easily crawl, index, and understand a site’s content. This includes:

URL Structure: Format your URLs using keywords that describe the content.

Page Speed: Compress images, enable caching, and minimize redirects to improve load times. 

Mobile Optimization: Ensure your site is mobile-friendly and adapts well cross-device.

Schema Markup: Add JSON-LD or Microdata to highlight key page content.

Sitemaps: Submit XML sitemaps to provide search engines a list of all your pages. 

Addressing these vital technical elements facilitates improved findability, indexing, and overall visibility capacity. By making pages technically seamless for both users and bots, law firms create an optimal foundation for their content to rank well. Technical optimizations are the groundwork for effective SEO.

Build Backlinks

Backlinks signal trust and authority to search engines like Google. By getting reputable legal websites to link back to a law firm’s site, it shows relevancy and expertise to rank better. 

One of the best ways to accelerate SEO rankings is by acquiring backlinks from other legal websites. This includes:

  • Guest posting on reputable law blogs and legal news sites
  • Getting listed in lawyer directories and citations
  • Participating in industry forums and publications 
  • Sponsoring local events and community initiatives
  • Networking with other attorneys and legal professionals

The focus should be on contextual links from high-quality industry pages rather than a high quantity of links. This natural link building boosts rankings and visibility in a sustainable way.

Track Your Rankings 

Finally, it’s important to monitor your search visibility and keyword rankings on an ongoing basis. Consistently monitoring search engine rankings and website analytics provides critical insight into how an SEO strategy is performing. Tools like Google Search Console and SEMrush Rank Tracking allow law firms to track keyword positions over time.

Analyzing this data identifies terms and pages gaining visibility or losing ground. This intelligence informs ongoing optimization efforts, revealing new opportunities and areas needing improvement. Continually tracking rankings, traffic sources, and site metrics is imperative for refining approach and maximizing search presence. It transforms SEO into an iterative process of constant learning and progress.

Considerations For Selecting an SEO Vendor For Law Firms

When vetting an SEO provider for legal websites, key considerations include their industry specialization, reporting standards, ethical practices, communication, and ongoing optimization approach. An ideal partner understands this niche and drives continuous improvement.  

1. Verify Legal Marketing Expertise 

Seoservice.com has specialized expertise optimizing law firm websites, leveraging insights into how people search for attorneys. Our tailored strategies and content help rank for valuable legal keywords. A vendor well-versed in this niche can provide optimization catered to the industry.

2. Require Transparent Reporting 

Seoservice.com sets clear optimization goals upfront and provides defined timelines for activities driving progress. With monthly reporting, we enable assessing what works so strategies can be refined for maximum results. Ongoing, transparent reporting is key for evaluating and evolving efforts.

3. Uphold Ethical, Sustainable Practices 

Choose a vendor using “white hat” techniques aligned with search guidelines. Seoservice.com builds high-quality content and backlinks over time to earn visibility organically without cutting corners. Our optimization enhances user experience rather than gaming the system, supporting long-term growth.

4. Confirm Business Impact, Not Just Rankings 

While they boost rankings, seoservice.com focuses on metrics like lead generation and sales. Our process tracks keyword traffic and conversions to ensure visibility drives business goals. We analyze the impact on acquiring clients, refining based on performance for better results.

5. Structure Ongoing Optimization 

Seoservice.com provides ongoing contracts to continually evolve strategies over months/years. We don’t just optimize initially then disappear but offer monthly plans involving iterating approaches based on the latest data and trends. This continuity enables compounding SEO returns.

Answer Your Questions

What Is SEO for Law Firms and How Does It Help?

SEO helps law firms increase visibility and credibility online to attract prospective clients searching for legal services. By optimizing websites for relevant keywords, regularly publishing helpful content showcasing expertise, and acquiring backlinks, law firms can rank higher in search results. This increases website traffic and conversions over time in a cost-effective way.

Why Should I Choose Juris Digital as My SEO Partner?

As an agency dedicated specifically to the legal sector for over a decade, our SEO team brings unmatched expertise at maximizing visibility for attorneys. We intimately understand the precise optimization needed for niche practice areas and complex regulations. Our sole focus on the legal industry sharpens strategies while our case studies prove impressive organic growth. When partnering with us, you benefit from customized solutions leveraging our specialized experience to elevate your firm above rivals. Our hands-on, white-glove approach combines proven best practices with innovation to fuel lasting gains for clients. We know Oregon law. Trust our specialized skills to unlock immense growth.

How Much Will Law Firm SEO Services Cost?

Our tailored SEO solutions for law firms typically start at $2,000 monthly covering core optimization for a single practice area and location. As needs scale up for additional markets and niche focuses, our pricing rises accordingly to deliver customized results, usually ranging between $5,000-$10,000 monthly. Comprehensive optimization fueling maximum organic growth requires significant yet strategic investment. Our rates directly tie to the labor, resources, and expertise needed to accelerate your firm’s visibility and profitability. While substantial, our hands-on SEO generates immense, lasting returns. We are confident in providing unmatched ROI through specialized optimization.

How Much Will Law Firm SEO Services With Juris Digital Cost?

As experts focused on the legal space, Juris Digital offers very competitive pricing. Exact monthly costs depend on the size of your firm, locations served, practice areas targeted, and other variables. Contact Juris Digital for a customized quote.  

If I Invest in SEO With SEO Services, Will I Be Locked Into a Contract?

No long term contracts are required, but realize that achieving significant organic growth takes consistent SEO effort over an extended period. While you can cancel anytime, the best ROI comes from an ongoing partnership over 6-12+ months.

Can I Keep My Current Website?

Absolutely, our expert SEO team can optimize your existing website to boost organic performance. We conduct thorough audits assessing on-page content, technical elements, site architecture, speed, and more to provide strategic recommendations tailored to your firm. From there, we implement targeted optimizations like enriching content, improving HTML markup, enhancing user experience, etc. without requiring an expensive site overhaul. We leverage your current assets for maximum visibility. Our enhancements allow your site to reach its full SEO potential while retaining your brand image that attracts clients. Investing in our specialized optimization fuels growth.

Will You Work With My Competitors?

At seoservice.com, we avoid accepting direct competitors as clients within the same city or practice areas. Our goal is to fully dedicate ourselves to optimizing each client’s unique strengths to maximize their visibility and conversions. While we possess the expertise to outperform local competitors, promoting multiple competing firms would dilute our efforts and create potential conflicts of interest. Rest assured that when partnering exclusively with your law firm, our sole focus is leveraging your website’s assets to capture your target market and outshine rivals in organic search. Our specialized SEO propels lasting gains.

How Much Content Will You Produce for My Website?

The amount of new website content we create is customized based on your law firm’s unique needs and budget. During initial audits, our team thoroughly reviews your existing content resources and identifies any gaps needing fresh assets. From there, we map out an ideal ongoing cadence for publishing additional informative, helpful articles and tools at a pace matching your goals and capabilities. This strategic content fuels lasting growth. Our appealing, readable resources not only optimize SEO but also provide true value for potential clients learning about your firm’s expertise. Regular content production is crucial for sustaining long-term visibility gains.

What Does My Monthly Fee Pay For?

Our comprehensive monthly SEO packages provide full-service optimization across all key areas needed to boost your law firm’s organic visibility, traffic, and conversions. This includes extensive keyword research, content creation, technical website audits and fixes, link building outreach, analytics tracking, and custom reporting on rankings, traffic, backlinks gained, leads generated, and ROI. Our monthly fees essentially cover the dedicated SEO team labor and strategies required to increase your firm’s search presence and profitability over both the short and long-term. This hands-on, white-glove approach combines proven best practices with innovation to accelerate and maximize your law firm’s organic growth.

What Are the Next Steps?

The first step is to contact our team at seoservice.com for a complimentary consultation. We’ll discuss your law firm’s specific goals, locations served, practice areas, target clientele, and other key details to develop a tailored SEO strategy. Our experts will then conduct audits identifying your website’s optimization opportunities and gaps. From there, we provide a customized quote outlining proposed solutions, expected results, and competitive monthly pricing. Investing in our proven legal SEO generates long-term gains. We’re confident our comprehensive approach delivers unmatched ROI, fueling lasting growth for your firm. Schedule a free intro call today so we can help maximize your visibility and conversions.

How Will You Report on the Progress of My SEO Campaign?

We provide clients with monthly SEO reports tracking all key performance indicators to showcase campaign health and results. These customized reports include metrics like target keyword rankings, website traffic trends via Google Analytics, backlink profiles gained, conversion rates from leads captured, and ROI attribution. We provide clear, easy-to-understand analysis of what’s working along with strategic recommendations on how to accelerate progress. This transparent view allows assessing the momentum of your SEO investment and informs ongoing optimizations to maximize your law firm’s visibility and conversions over both the short and long-term. You’ll get a comprehensive picture of achievements and opportunities.

Answer to your Questions

Our Integrated Approach


User experience is considered one of the most crucial key factors in ranking for Google and other search engines. Undoubtedly, the innovative technical aspects of your website play an important part in that browsing experience. Complete SEO for lawyers’ websites includes a thorough analysis of their technical health and addressing any issues that are found. The SEO service experts always make sure to make sure your website is presented in the featured shape when it is displayed in search engines.


Progressive content creation has a huge role in any digital marketing strategy for law firms. The unwanted and irrelevant keyword was a matter of the past! Your website needs to have well-optimized, relevant, and innovative content. Our team of experts has years of working experience and is highly concerned with creating useful content for your website that shows at the top of search engines and impresses potential clients.


In the constantly evolving world of the internet, most users face difficulty in differentiating authentic content and voices from irrelevant information. Search engines are designed to boost rankings for websites that are authentic in the industry. Our progressive team is specifically skilled in building the trust your website demands to be noticed as a leader in your industry. Link building requires tricks and skills often but SEO services is here to do it beautifully for our SEO strategy for lawyers.


In the case of law firms respectively, your website requires optimization for local search results. Then with a combination of paid advertisements and SEO for lawyers and their firms, our SEO experts promise to make your website reach the organic audience that will convert into potential clients.

Start Your Growth With Us

“We have been thoroughly satisfied with our experience with us. This is precisely why we have chosen to remain loyal to their services for the past five years.”