Attorney SEO is the set of search engine optimization strategies law firms use to rank higher in Google, reach prospective clients, and grow revenue. A strong program combines mobile-friendly site work, targeted keyword research, link building, and ongoing benchmarking against competing firms.
Why SEO matters for law firms
Attorneys rely on the internet to find new clients, and the firms that show up on the first page of Google get the lion’s share of that traffic. For a competitive practice area, such as a car accident attorney in San Francisco, ranking high in organic search is how you stay visible against other local firms.
Mobile SEO for attorneys
Google accounts for 95 percent of all searches conducted on mobile devices, so optimizing for mobile is non-negotiable. A few practical steps help your firm’s site stand out:
- Search Google for your practice area and see what surfaces.
- Optimize the technical structure and on-page content of your site.
- Design and test pages for mobile users.
Done well, mobile SEO can produce a large jump in visitors to your site, which translates to more consultations booked and, eventually, more revenue.
Link building for law firms
Link building is one of the most important parts of a law firm SEO strategy because it raises your online visibility and positions attorneys as experts in their field. A solid approach follows a few simple rules:
Provide value. Publish relevant, unique content on your site that other sites will want to link to.
Build relationships. Connect with local businesses, institutions, and other attorneys to generate links. The most valuable links come from sites that cover similar topics and offer a high-quality experience to visitors.
Use directories. Add your law firm to reputable online directories, which often include free listings and a quick boost in visibility.
Guest post. Drop your law firm website’s URL inside a blog post or other relevant field on a third-party site.
Targeted keywords for attorney SEO
The best way to improve your law firm’s search engine rankings is to rank for the right keywords. A few basics keep the work on track:
- Set up an analytics configuration so you can measure traffic and rankings.
- Check what keywords your competitors rank for to spot gaps in your own coverage.
- Claim and optimize a Google Business Profile, which appears in the right-hand side bar of search results and includes a local panel with your business information.
Benchmarking your SEO success
To benchmark your attorney SEO, compare the factors that drive your rankings with those of your competitors. Link velocity (how quickly competitors earn links) is one of those factors, and it is often hard to beat a rival who has built more links than you.
Matching a competitor’s link velocity is not enough on its own. What matters more is the quality of the links you build. To raise that bar, review the Quality Raters’ Guidelines for Attorneys. Those guidelines were introduced in the Google Medic Update in August 2018 and serve as an extension of the Google Business Profile, listing businesses and services.
Related coverage
- Optimizing Your Website: A Comprehensive Guide to SEO for Business Owners
- Maximizing Your Online Presence: A Comprehensive Guide to SEO for Business Owners
