Maximizing Your Law Firm’s Online Visibility: A Comprehensive SEO Guide for Lawyers

It’s a known fact that nobody wants to move to the following Google search results page, so optimizing your website to rank higher in the Google page listing is the approach to draw in new clients.

In a market as competitive as the legal sector, choosing the correct keywords and implementing an effective SEO strategy are essential to rank higher in SERP. In addition, engaging content helps retain old clients, increasing the prospective client’s conversion rate.

However, selecting the ideal SEO strategist is what matters the most. You can build your own team within the law firm with amateurs who have recently finished their SEO training. Alternatively, you may employ an outside firm that specializes in using the correct keywords for various businesses in various areas. No matter whatever option you go with, if the outcome isn’t satisfying, there is no use in hiring outside help or assembling an inside team. 

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What is law firm SEO?

Law firm SEO, also known as attorney SEO, when used for an individual, is a type of SEO that uses such techniques and strategies to increase law firms’ visibility on search engines.

The law firm SEO strategies include building and optimizing your website, producing high-quality content, and doing keyword research. It aims to ensure that your website appears higher on relevant search engine results pages (SERPs). This increases the likelihood that people will discover your website and thus generates leads and increase conversion.

And why is it essential to appear on the first page of search results?

This is due to the fact that 75% of users never visit the following search page, and it continues. More than 60% of this 75% will hire a lawyer, and the majority of them will select the first person they speak with.

As a result, you lose a lot of visitors if your website is not among the top searches.

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Better Optimization of your Law Firm

What draws you to a website when you first visit it?

The simple layout.

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Make a Mobile-Friendly Website Design

Designing websites that open on mobile devices is crucial.

Why? Since mobile devices are altering the way we connect and, thus, how businesses run. For example, mobile devices now account for most web traffic.

Therefore, getting a mobile-friendly design is the first and most crucial step to making your law firm visible online.

The mobile-friendly design does not just mean that it should provide a great user experience. As per Google’s ‘mobile-first indexing update,’ the websites that can load faster and appear better on mobile devices gets higher ranks on search results pages.

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Fasten the loading of your website.

Another significant SEO ranking element for law firms is the speed at which your website loads. A site that loads slowly might annoy visitors and ruin their surfing experience.

Consequently, it can cause them to leave your website, in which case you risk losing a possible customer. This is particularly true for mobile consumers because their data speeds may change, which may cause your site to take longer to load if it has a lot of content.

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Quality Website Content

The easiest way to guarantee that your content strategically employs relevant keywords is to create quality content. The suitable crowd is drawn to your website by quality content, which engages them and encourages them to take action. If something is helpful to a person, they are more likely to share it. In addition, producing worthwhile content boosts your website’s search engine ranking.

Google bases its decision on the quality of the content and the internal links within the content when determining page ranks in search engine result pages (SERPs).

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Use Keyword research

Keywords are the core of SEO strategy, and finding the right keywords to target is made easier with keyword research. It also offers valuable information about the Google searches that your potential customers are making. Use the knowledge you gain about these actual search phrases to create quality content.

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How does blogging help in SEO?

Blogging is a great way to build your audience slowly and show off your industry-relevant expertise. As a result, it has been adopted as the well-used content marketing method by businesses instead of videos, infographics, eBooks, and online events for marketing purposes within the last 12 months.

You can include keywords throughout the headings and subheadings you use in the blog, thereby increasing your firm’s visibility online.

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HTTPS encrypts connections using the SSL/TLS protocol to prevent data theft from hackers. Additionally, SSL/TLS prevents imitations by confirming that a website server is who it claims to be. This prevents various cyber-attacks and enhances security on your site.

You may be wondering how HTTPS might benefit SEO. The interesting fact, though, is found in Google’s announcement from 2014, when they said explicitly in an article that they will take HTTPS into account as an SEO ranking factor. Therefore, if your website lacks an SSL certificate, it will drop in the search results, which is bad for your law firm’s SEO.

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Building backlinks

An anchor text link from one website to another is called a backlink. Any article you come across with a link to another source or website is an example of a backlink. Examples of website backlinks can be found all over the internet, particularly on well-known blog sites that link to relevant details.

Because they reflect traffic flowing to your own website from another website, backlinks are also known as inbound links. Your backlink profile’s quantity and quality can help you rank higher in search engines like Google.

Backlinks serve as website votes which inform search engines that the content is worthwhile, trustworthy, and practical. Thus, your website will rank higher in the Google search results if you have a significant number of these backlinks.

Therefore, insert backlinks in your website content and blogs.

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Make use of social media platforms

Although social media does not directly affect SEO rankings, the links you share on social media sites help your company gain more visibility. As a result, they accumulate and impact search engine optimization.

Your audience expands the reach of your material by sharing your posts more widely. Doing this improves traffic, raises visibility, and creates backlinks.

These social signals let Google know that the material on your website is impressive and may help your search rankings go up.

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Use Local SEO

Local SEO is a form of search engine optimization (SEO) that increases the visibility of your business in Google’s local search results. Therefore, your firm, which has a physical location, can benefit greatly from local SEO.

Google claims that there are three main variables on which they base their search result rankings:

  1. Distance
  2. Prominence
  3. Relevance

You may improve your local SEO by claiming and updating your firm information through a GMB listing.

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Get GMB Listing

From your own website to social media platforms, there are innumerable areas online where you can advertise your business. However, one of the most underutilized ways to raise brand recognition, attention, and sales is your Google Business Profile (formerly known as Google My Business).

If you regularly update your corporate data, Google will have an easier time placing your website in a good search engine optimization ranking. You must give accurate and comprehensive details about your law firm.

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Using NAP model

NAP stands for Name, Address, and Phone Number. When optimizing your website and online presence for local search, the NAP for your company must be exact and consistent because Google prioritizes accurate information such that its users do not get cheated.

Consistency in your listings is important to Google. When all of your listings contain the same information, Google can display your contact details to clients on applicable searches with confidence. In contrast, inconsistencies in the listings will provide the search engine to doubt and be unsure of the information.

Suppose there are differences in NAP amongst your listings. In that case, it can result in lower ranks because inaccurate information can negatively impact the user experience.

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The Big No-No’s

Fake reviews

Testimonials will increase the legitimacy of your company, but this does not suggest that you should pay people to post fake reviews to rank higher in Google search results. Tricking your potential customers is definitely not a good place to start.

Around-the-clock service

Using an answering machine differs from having an actual person answer the phone. Therefore, only claim to offer a 24/7 service if you will.

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Creating Fictitious Addresses

Making Google think that your firm has an office somewhere when you don’t actually have one makes your firm look shady and not trustworthy enough.

You might believe these have no bearing on your SEO ranking, and you will be able to get out unscathed. But once discovered, these techniques will be your law firm’s demise.


Your law firm relies heavily on rankings on Google search engine results in pages. Hence, you employ SEO to optimize your website to appear higher in search results. However, “SEO” does not suggest that choosing the right keywords is sufficient. Additionally, you need to work on website design, quality content, local SEO listings, and blogging, among many other aspects. But nothing is as vital as providing high-quality service. Increasing your law firm’s internet visibility is only the first step; it’s not the end purpose.

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SEO Specialist

Pratik Singh is an experienced SEO Specialist in JDM Web Technologies with nine years of experience handling the SEO project of both the on-page and off-page techniques and analyzing SEO campaign performance. Pratik Singh manages more SEO projects from mid and large-sized companies, and he is well-versed in monitoring keyword rankings and overseas organic search performance. Pratik Singh performs a complete website SEO analysis to provide better-increasing website content and build campaigns. With more than nine years of experience, Pratik Singh has proven SEM experience managing PPC campaigns. He also has a solid understanding of performance marketing, website analytics tools, customer acquisition, and conversion.

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