5 SEO Essentials for Law Firms

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As any thriving law firm knows, an active and effective web presence is vital for success in the modern litigation industry. Of course, merely existing on Google is not enough. It’s also important to grow your online visibility by leveraging techniques that improve your rankings on results pages.  This is primarily accomplished by investing in search engine optimization and adopting the latest tactics. If you’re just getting started, be sure to cover the following 5 SEO essentials for law firms.

Keyword Research

The first step is to determine how potential clients are searching for your services. This involves identifying the search terms related to your main practice areas before narrowing down on specific keywords. Aside from outsourcing the task, you can also explore, track and refine your keywords with tools including:

  • Ahrefs
  • Google Keyword Planner
  • SEMrush
  • Wordtracker

Your keywords should ultimately be highly targeted with steady traffic and minimal competition. The latter is why trying to rank for broad terms such as “attorney” or “personal injury lawyer” will be to no avail.

Keyword Implementation

After collecting enough keywords, you can begin incorporating them on your website. Ideally, the phrase you want to rank highest for will form part of your landing page headline, while other relevant search terms should be placed in your sub-headers, call-to-action and blog content.

There are additional elements where keywords are appropriate, namely images, title tags and meta descriptions. For law firms that rely on local clientele, phrases containing your location are particularly useful.


By regularly publishing informative, unique and well-written blog content, your SEO benefits in several ways. The most obvious advantages include pushing your site up the results pages and providing value to potential clients who find your posts useful. It also serves as an opportunity to dive deeper into your keywords and cover more related search queries.

If you head to any law firm website today, you might find a few paragraphs of content right on the landing page. While this strategy can be effective, it’s best to avoid stuffing your homepage with too much information. The website for PI attorneys Brown and Crouppen is a good example of a more balanced approach.

User Experience

Just as your website design should be attractive and practical, your user experience (UX) should also be enjoyable. This means fast and responsive pages that don’t leave visitors frustrated. Now more than ever, mobile-friendliness is crucial, so make sure that everything is visible and easily accessible on smartphones. There are free tools use you can use, such as Page Speed Insights, to measure your loading speeds and other core aspects of your site.

Google My Business

Finally, make sure to complete your Google My Business listing with all of the essential information that clients need to find your law firm. Use photographs and detail your areas of practice, along with basics such as contact details, location and operating hours.

With the aforementioned factors in place, you can safely expect far more potential clients to reach your website. Remember that SEO is an ongoing process and there is always room for improvement.

I have 15 Year experience in website development, blogging, Seo, Content writing, and Link building.

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