A Step-By-Step Guide to Attorney SEO

By Joe FranklinSEO

attorney seo

Attorney SEO combines on-page relevance, technical performance, and link building so a law firm ranks for the searches its clients actually run. When done well, it brings targeted traffic, more calls, and more leads.

Why Attorney SEO Matters for Law Firms

Search engine optimization improves the online visibility of a law firm. With proper SEO, targeted traffic arrives at the website and the firm enjoys top rankings on agreed-upon keywords, which leads to more calls and leads. Attorney SEO requires offsite optimization, technical SEO, and link building to generate targeted traffic and increase leads.

What Clients Actually Search For

Most people searching for an attorney use the keywords they are interested in without typing in a specific location. They want a general overview of services similar to those the firm offers, while others want to learn more about a particular practice. Google’s algorithm now reflects this behavior.

Optimize For Both End-User And Middle-Of-Funnel Searches

To improve SEO for attorney searchers, optimize the website for two types of searches: end-user and middle-of-funnel searches. Use the Google PageSpeed tool to test the speed of the site on both desktop and mobile. This identifies issues such as slow mobile connections or difficult taps on a smartphone screen. If the site does not load properly on both desktop and mobile, potential clients will not be able to find you.

Build A Site That Loads Fast And Works On Mobile

A law firm’s website should be highly relevant, easily navigable, responsive on mobile devices, and quick to load. A firm can hire a web developer for a custom build or use a graphic designer for the same result.

Know What The Audience Is Looking For

To get started, know what the audience is looking for, then write content that matches those queries across the funnel.

FAQ

What is attorney SEO?

Attorney SEO is the foundation of a law firm’s online marketing strategy and helps the website outrank competitors. It combines offsite optimization, technical SEO, and link building to generate targeted traffic and increase leads.

What should a law firm website include for SEO?

A law firm’s website should be highly relevant, easily navigable, responsive on mobile devices, and quick to load. Speed on both desktop and mobile should be tested with the Google PageSpeed tool.

What kinds of searches should an attorney website target?

Attorney websites should target two types of searches: end-user and middle-of-funnel searches. Most searchers do not include a geographic modifier, so content should cover the services and practice areas they are interested in.

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