SEO For Attorneys

Expert Tips for SEO Attorneys


Search engines are an invaluable tool when we require information, advice or want to research a product or service.  Therefore, it makes sense that most of your clients are using Google, Bing, Yahoo or other major search engines to find you.  Other attorneys will be competing within the same market for clients, so it’s not enough to just have a fancy website anymore. Digital marketing is the key to your success. If your firm is not using Search Engine Optimization (SEO) to put your company at the forefront of the results, you are at a disadvantage.

You need to maximize your visibility with an SEO strategy that will put your law practice in front of clients. Here’s how.

Target Specialized Keywords

The first step is all about targeted keywords. The more specific your keywords are, the stronger the search result will be. 

Here are a few ways to focus your specialization:

  • Keywords that Target Location

Location searches are the most popular and get faster results, especially when it comes to finding legal assistance. Make sure you are targeting your local area, for example, “Atlanta family attorney.”. 

  • Keywords that Target Your Practice

When a potential client is searching for an attorney, it’s generally for a specific need. Include keywords that focus on your firm’s specialties. For example, “estate planning attorney.”

  • Target Purchase-Intent Keywords

Purchase-intent keywords are typed into search engines when the client is further along in their search and ready to hire an attorney immediately. The right high-intent keywords will get this client looking at your information above your competitors. For example: “best divorce lawyer in Cincinnati.”

To help figure out the best keywords for your practice, use keyword research tools like Google Keyword Planner, SEMRush’s Keyword Magic Tool, Keyword, or Term Explorer. 

Use Content to Boost SEO for Attorneys

Boost the traffic to your website by optimizing the content on your core pages, i.e.your homepage and service pages by integrating specific keywords. Your content should provide answers and encourage visitors to contact your firm. The homepage and page title, optimized with your primary keyword, is the most important element in directing a potential client to you. 

In the early stages of researching, optimized pages boost the chances of clients discovering your website, particularly when they are not sure what they need yet and are looking for answers to more general questions. For example, if your practice is family law, they might search for answers to the questions, “what is alimony?” or “what is a prenuptial agreement?” A ‘frequently asked questions’ (FAQs) page might be helpful.

Choose a Niche Category on Google My Business

Sign up for a Google My Business (GMB) listing, a free tool where you list your practice as a local business and manage how it appears on Google Search and Maps. It includes special features to monitor and reply to customer reviews and to see how people are searching for you.

Your competitors may be listed as “lawyer” or “law firm.” Categorizing, based on your specific area of practice, will move you up the rankings more than your competitors’ generic category listing.

Prioritize Link Building

Google announced that links (hyperlinks) pointing to your site is one of the top three factors in ranking. Not all links, however, carry the same weight, so it is worth prioritizing the ones you want. Getting high-quality links is better, so a few links from websites with authority in your field and relevant to your niche, will rank your site higher.

How do you Build Links to your Site? 

Join legal and local directories, being cited in online legal directories carries the same weight as a legal publication. It also benefits your SEO efforts, and client visibility as directories are designed to connect prospective clients with law practices. 

If you have offline affiliations, there might be an opportunity to gain links from those relationships. Local association memberships also offer opportunities to get linked from their websites.

Another way to potentially get links is to find competitors who offer similar legal services to yours and see who is linking to their websites. This information may help you target similar links. 

Use Schema Markup to Stand Out 

Schema is an HTML code that translates the meaning of the content on your webpages for search engines. You can apply attorney schema letting search engines know you are a legal professional or law firm to help you stand out from other types of business. Make your contact information more visible by applying schema markup to the following content on your website:

  • Address
  • Phone Numbers
  • Emails
  • Attorney Biographies
  • Attorney Names
  • Client Reviews

Schema markups increase click-through rates and give you additional visual features because they show up as website links in video thumbnails, accompany the text in star reviews, and can be attached to your business logo and contact information. 

Get More Reviews

Reviews from clients can increase your rankings. If you have a collection of positive reviews on your site, it can influence potential clients to choose your practice. If a satisfied client hasn’t already posted a review, email them a review request with a link to your Google My Business Page. The more reviews generated, the higher you move up the rankings. 

Marketing your law firm online requires more than just having a website. To be competitive in the legal industry, you need to use SEO so potential clients can find you. Using the tips above will enhance your search engine ranking. SEO tactics are the key to your law firm’s success.

Our experienced marketing team is happy to help. Contact us here today and let’s talk.

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