SEO for Lawyers

Gone are the days when just getting listed on a directory for legal services is enough. Users are now sophisticated with their browsing activities and search engines have become wiser. Leaving your website and SEO activities out of date is a surefire way to get swallowed whole by competitor lawyers. Here are three things your law firm should do to stay relevant online and achieve strong SEO.

SEO for lawyers is notoriously competitive.

SEO for lawyers is notoriously competitive.

SEO for Lawyers: Location and Practice

When it comes to professional practices, like providing legal services, focusing on local SEO is the best approach to improve your search rankings. Bumping up your local SEO requires that you are on Google My Business, Bing for Business, and Yahoo for Business, and Yelp in order for you to get listed on the major search engines when a relevant query comes up. It will show on search results the name of your services, address, bio, and reviews, improving the traffic from users and tilting the search rankings to your favor. Take some time to define the geographic area you serve and do some research on Google Keyword Planner to determine the neighborhoods or city names that people are searching for most each month.

The second SEO opportunity for lawyers is to identify and create content around their area of legal practice. Different keywords are required for different legal specializations. For example, one firm may focus on the following areas. I performed a quick audit of the average monthly search volume for each keyword phrase so you can see how many people are looking for these services in NYC:

This firm should then create a page on their website dedicated to each of these areas of legal practice. The content should be helpful, relevant, and engaging. 500 words minimum. And the pages should contain a clear call to action. Remember: your goal is to provide value to your potential customers. Ranking highly on Google will follow if you do this. The important thing to do when creating these pages is to use the specific keywords that people are searching for in the Title Tag and H1 Tag.

Linking divorce-related keywords to your site when your primary area of practice is personal injury is a bad idea. Your site’s SEO will even be stronger if you bundled up practice-relevant keywords and your location, you may even end up getting the top ranking for this very specific niche.   

Free SEO Audit Tool

See how optimized a specific web page, landing page, or blog post is for an exact keyword or phrase

Rebuild Your Legal Website for Optimization

If you’re thinking about getting a new domain name, putting in the location of your services or your legal specialization is a great idea to improve your search rankings and recall on users. Adding an eye-catching logo will lead users to believe that you own your local niche.

When rebuilding your legal website for optimization, make sure each web page is filled with relevant keywords and content while it’s internally linked to your other pages that are filled with the same keywords and content. This is to help Google’s indexing algorithm ensure your content and focus matches the right people and in turn boost up your search rankings.

Don’t forget to include a contact form and social media site links in every web page of your site for easy communication with potential clients. Having a bio about your background and experiences to your particular niche coupled with testimonials from previous clients you’ve assisted will significantly boost your authority on your specialization that will keep users coming back for specialized assistance.

Deliver Legal Content That Users Want to Read

It’s no secret that strong SEO relies on content that users appreciate. Google rewards sites that have quality content that keeps users on your page. As long as Google is producing quality search results for its users, the search engine’s algorithm will make sure sites with great content are favorably ranked. What makes users happy makes Google happy.

What kind of content do users appreciate? Users tend to click on content that’s relevant to their queries, with quality information, and most of all, easy to read. For lawyers, that means you’ll have to come up with relevant topics with titles that will hook users in and readable content (instead of using too much jargon) that they will refer back to every time. As a lawyer that focuses on your area of practice, it should be easy for you to find write a 500-word post about that subject.

As long as you focus on delivering legal content that users will appreciate, you have already secured a solid foundation for strong SEO your legal practice.

Knowing what to specialize on, how to optimize your website, and delivering great legal content is more than enough to achieve strong SEO for lawyers. All that’s left is to be patient and watch your ranking steadily rise up.

If you’re looking for a faster way to get the job done, all you have to do is Tell Me Your Goal and we’ll work out a way to get where you want to be.

Steven Matt

I am the Director of Digital Marketing at one of the world’s largest financial institutions. I teach Digital Marketing courses to small businesses on behalf of the NYC government and General Assembly in NYC. I am a graduate of Pratt Institute in Brooklyn with a Bachelors degree in Communications Design. I have a Masters degree in Management and Technology from New York University. In my spare time, I organize volunteer glass cleanups in NYC parks and I make jewelry out of the broken glass that I and the volunteers collect. I sell the designs at an artisan market in Brooklyn.