SEO For Law Firms:

How To Attract High Quality Leads For Your Law Practice

The Right SEO Strategy

The right SEO strategy for your law firm can enhance your visibility, leading to more customers and higher revenue for your firm. In this article, you will discover the:

  • Benefits of SEO for law firms
  • Factors of a successful law firm SEO, and
  • Keyword research for lawyers

Benefits of SEO for Lawyers

Apart from increasing your firm’s online visibility, SEO can drive more traffic to your website. This increases your chance of generating more qualified leads.

Some of the benefits of SEO for law firms include the following:

1. Rank higher than your local competitors

If you are not in the top 3 spots in the search results, the number of clicks to your website will decrease significantly. SEO helps to optimize your website for your specific keywords and also makes your website rank higher than your competitors.

Focus on crafting strategic content and implementing an effective SEO strategy, and more prospects will find and choose you before your competitors.

2. Drive more clicks from local search and Google My Business (GMB)

An optimized Google My Business profile can also help to drive clicks to your law firm’s website.

For instance, when prospective customers search for ‘family lawyer near me,’ your law firm’s GMB profile can rank for this term if it is optimized for the term. Users can then click on your link or call you using the number on your profile.

3. Drive more traffic through your blog

Legal content should be interesting and engaging. Use your blog to provide the solution to your prospects’ needs, generate more traffic by targeting the right keywords, and convert traffic into high-quality leads.

SEO can help you identify high-volume keywords with low competition that you can write articles on. These articles will then attract users that are searching for the terms and then convert them into leads.

Some SEO content that you can use for your law firm include:

  • Complete guides
  • How-to guides
  • Localized practice area pages
  • Checklists
  • E-Books
  • FAQ pages (ideal for featured snippets)
  • Local event guides, and
  • Interviews with key figures in the industry

4. Boost your reputation with positive client reviews

An important law firm SEO strategy is getting more positive reviews for your law firm. SEO can help you gather more positive reviews to improve your online image. Positive reviews show users that you are an authority that can be trusted; one that provides quality services.

You will be able to outrank your local competitors if you have more positive reviews than them. Also, users will be more likely to hire your service than someone with negative or no reviews.

5. Attract quality leads on autopilot

Although SEO is not a ‘set it and forget it’ strategy. However, once you implement it, it can start driving targeted traffic to your firm with little effort. This is possible if a reputable SEO agency helps you to optimize your law firm website.

SEO is very effective for the long-term to drive a regular stream of traffic and leads to your site. Most law firms opt for this instead of spending on paid ads or social media posts.

6. Portray your law firm as an authority in your industry

Since SEO can help increase your online presence, you will be able to show other professionals in your industry that you mean business. You will be more visible on the internet, and this will connect you to more partnerships and opportunities.

The importance of SEO goes beyond just driving traffic to your website. You could secure new, valuable clients, be invited to deliver talks at industry events and get your name published in legal publications amongst other benefits.

The Essential Factors of a Successful Law Firm SEO

1. Content

The content on your website is one of the most important factors that determine search engine rankings, traffic, and leads because Google is interested in connecting prospects to the most valuable content. Google depends majorly on content to determine if a web page will provide a good answer to a question. The higher the confidence Google has in your content, the higher you will rank in search results.

When Google refers a user to your website and the website stays on your website, Google will send more visitors to your website when they search for similar queries.

However, if the visitor returns to Google to look for other results, you are less likely to get future referrals from Google.

Content is key for SEO results. Without valuable content, you cannot attain SEO success for your law firm.

2. User experience

User experience refers to the practical side of your website design. A law firm website with a good user experience has a higher chance of converting visitors into leads.

Your website architecture, content readability, and conversion paths are more important than branding when you want to generate new leads.

You should make it easy for your site visitors to use your website without thinking about it. Your content must also be easy to read. Don’t use backgrounds that make it difficult for visitors to read your content.

Also, your website design should easily guide your visitors to become leads. You can achieve this by having a web design that guides them through actions that will educate, qualify, convince, and convert them to leads.

3. Website structure

Three website structure requirements will make your content user-friendly. These requirements include the following:

check_iconMobile-friendly website
Your website must be mobile-friendly. A responsive design is a standard for lawyers’ websites. It automatically adjusts the user experience for all devices and screen sizes so that your users can have the best experience.

check_iconSecure website
Ensure you have a valid and updated security certificate on your website. The security certificate must be universally applied throughout your site.

check_iconFast loading website
The content on your website must load quickly. Your website doesn’t need to load faster than your competitors for you rank higher than them. However, it needs to be fast enough so that you do not frustrate your visitors.

To increase your website speed, avoid moving animations, menu effects, and video backgrounds because these affect the user experience. They also distract visitors from the content on your website.

4. Compliance with Google policies

Google publishes policies that show that it rewards websites with high-quality unique content and frowns at manipulation. Google’s technology has advanced to a level that makes it impossible to attain any reasonable success through dirty or blackhat strategies.

5. Authority

A website’s authority can be attributed to the trust Google has in the website when compared to the site’s competitors.

Your website’s authority is based on:

  • How valuable your content is
  • How easy it is to use your content, and
  • The quality if your link profile

Inbound links can have both positive and negative effects on your law firm’s SEO strategy. Links can reflect either useful content, or trick to cheat Google. You can earn effective links by creating content that relevant websites link to without any form of compensation.

As a lawyer, you cannot build authority without having great content. Also, you cannot fake authority with links. So, create valuable content, have a great user experience, and you will be able to build relevance and authority in your industry.

Keyword Research For Lawyers

Keyword research is important in knowing what users are searching for and their intent behind their search.
You can find keywords for your law firm SEO strategy through the steps below:

  • Manual competitor analysis
  • Analysis of related searches
  • The use of Ahrefs keywords explorer
  • Analysis of results in the top pages

1. Manual Competitor Analysis

The first approach to keyword research for lawyers is to model what top-ranking sites in your niche are doing. Check the practice area pages and blogs that they are creating and model from them. This will give you a list of keywords that you can start your research with. You can then analyze these keywords to see their search volumes.

The following tools are useful for this process:

This is a leading legal directory. It includes an active Question and Answer forum, where consumers talk about their legal issues, with responses from lawyers. If you pay attention to trends in the questions asked, you can start building a list of keywords that you know your prospects are using. has an “Ask a Lawyer” section where people can ask questions and lawyers can provide their professional advice.

2. Analysis of related searches

Once you have gotten a pool of keywords through the methods discussed above, you can start analyzing the keywords using Google Search.

Type the keywords into Google Search one at a time, then scroll down to the bottom of the page to find related search terms. This process will help you find more keywords with ancillary terms and phrases.

For instance, when I searched for ‘hire a divorce lawyer,’ here’s the searches related to the search term:

related searches

You can also use the following tools for this purpose:

check_iconGoogle Trends
You can use Google Trends to know the search terms that are ‘hot’ based on consumer interests. The tool shows if a particular keyword is trending upwards or downwards. It can also help you know if the demand for a keyword has grown over time.

check_iconKeyword Planner
Google provides more raw data than any other tool. The Google Keyword Planner is a good place to start when analyzing keywords because it gives you a broad subsection of the internet via their analytics.

check_iconGoogle Analytics
You can also use Google Analytics to get some keyword data. Simply visit, then go to the ‘Acquisition’ section at the left-hand side, click ‘Search Console’ and then ‘Queries.’ You will need to connect Google Search with Google Analytics so that data can appear.

Although Ahrefs is a paid tool, the data it supplies give you a good advantage over your competitors that are using free tools. Apart from being a good keyword research tool, it is also a good tool for analyzing your competitors.

Using Ahrefs to analyze your list of keywords will give you more ideas about the keywords to focus on for your law firm SEO strategy.

3. Ahrefs Keywords Explorer

To use this method, simply enter 1 to 3 related keywords at a time. For instance, to search for ‘car accident lawyer,’ enter three keywords that relate to ‘car accident lawyer’ into Keywords Explorer. You can enter ‘auto accident attorney,’ ‘car accident lawyer,’ and ‘automobile accident lawyers.’

Ensure that the keywords are related so that you can have a better focus for the topics you want to create from the keywords. Having similar keywords will also help boost your internal linking strategies when you develop the content.

The next step is to analyze the results you got from Keywords Explorer by analyzing the search volume for the keywords that you are researching. Pay attention to keywords with low difficulty scores (anything below 30) and with lots of search volume (at least 100).

Ahrefs Keywords

This analysis will help you to identify the terms that you should pursue.

4. Analysis of results on top pages

Still using Ahrefs, you can type in the keywords that you are trying to rank for in your location.

To do this, find the top-ranking competitor, insert the competitor’s URL into Site Explorer and click Top Pages.

For instance, if I’m trying to rank for ‘car accident lawyer’ in St. Louis, I would look at the report for the top-ranking site as shown in the image below:


Results obtained from this report will help me to analyze how valuable the content on my competitors’ websites is. It will also help me know the keywords they are ranking for.

Wrapping Up

Search engine optimization is not a strategy that you can master in a day, week, or month. It requires years of testing, learning, implementing, measuring, and repeating to master the skill.

If you need help in implementing cost-efficient and effective SEO for your law firm, or you want to develop a law firm SEO strategy that will help you get high-quality links, we would be glad to speak with you.

We hope this guide on SEO for lawyers will help you attract new clients and increase your revenue.