An attorney SEO campaign helps law firms convert years of built reputation and name recognition into higher search rankings for their website, LinkedIn profile, and Avvo profile. A focused SEO plan raises a firm’s credibility with both Google and prospective clients, increasing the chance a searcher books a consultation. The three tactics below cover the core of an effective attorney SEO strategy.
Why search rankings matter for law firms
Search engines assign higher credibility to websites ranked on the first page of results. Consumers are more likely to click an organic link over a paid one. An effective attorney SEO marketing strategy improves the website’s profile and lifts rankings locally and globally, building the firm’s credibility and converting more visitors into booked consultations.
Tactic 1: Custom-tailored SEO planning
An SEO plan must be custom-tailored to the firm’s needs. Custom Legal Marketing tailors its plans to each firm’s unique needs, and offers a No Competition Guarantee: they will not perform search engine marketing for a competing law firm. The goal is to help law firms grow and prosper, attract more clients, take on more quality cases, and generate more leads.
Tactic 2: Keyword research and onsite optimization
Three elements must work together: in-depth keyword research, onsite optimization, and supporting steps such as link building, Google My Business, and analytics configuration. During keyword research, search engines will suggest additional searches related to the firm. Place target keywords in the H1, H2, and H3 tags, and in blog posts. The H1 tag carries the most weight in attorney SEO.
Optimization should cover both service-specific pages and informational topics. For example, a firm can optimize its car accident page to rank for car accident searches, while also optimizing for general legal queries like divorce or child custody terms.
Tactic 3: Consistent, informative content
Content is the most effective way to combine backlinks with targeted keyword usage. Without content, an attorney SEO plan will fail to generate traffic. Each piece should be informative, or the firm risks losing potential clients. Well-written, informative articles are more likely to appear high in Google’s search results, which is why some law firms hire writers when in-house writing is limited.
Consistency is what ties the work together. The #1 position on Google receives about 30 percent of clicks, while the #10 position receives roughly 2.4 percent. Consistency across site content builds trust with clients and improves rankings over time. Blogs are a practical tool for this: they share free information with readers, showcase the firm’s expertise, and signal to Google what the firm does, all while pulling in more organic traffic.
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