SEO for Law Firms: The Definitive Guide (2024)

When people need to find a law firm, they usually use Google to find the best option.

So, if you’re into the legal industry, you need to be where people are looking – right on the first page of Google where your potential customers can find you.

Find out how to do that below.

Law firm SEO is about improving your website to make it appear more in Google searches for keywords related to your niche.

Basically, you want to be on the first page of results when someone looks for something related to real estate in your area.

Here’s the deal: the higher you show up in search results the more people will click on your website the more clients you’ll attract.

So, with these SEO strategies I’m about to share with you, you can stand out yourself and attract potential clients who are looking for their next law firm.

According to Google, 76% of consumers that search for something local on their phone visit a store that day.

You can appear for customers in two different ways: the map pack and the search engine results pages (SERP).

To rank #1 in the ‘map pack’, you need to create a comprehensive and perfect Google Business Profile, complete with images and reviews, to improve your authority.

  1. Create a google business profile
    start by going to to make one.
  2. Set Your Business Information
    Fill in your business name, category, location, service area, hours and add photos.
  3. Encourage Reviews
    ask customers to leave reviews and reply quickly to both good and bad feedback. This helps gain trust and credibility.

Local keyword research is about finding the terms or words that your target audience types into search engines.

Some will search for more specific services like “Incorporation services” or “Divorce proceedings” , and others will search for solutions to problems like “Case management software”.

Semrush’s Keyword Magic Tool can help you when it comes to keyword research.

By searching through its massive database of 25 billion keywords, you can discover the most relevant ideas and keywords for your content.

It will show you the keyword’s ranking difficulty, search volume, related words, search intent, and ranking trend over the past 12 months.

  • Aim for long-tail keywords with high search volume and low difficulty.
  • Analyze your competitors’ keywords to discover new keywords.
  • Identify gaps in your local keyword strategy compared to competitors.
  • Use the Local SEO toolkit in SEMrush for location-specific keyword suggestions.

the keywords that you now have found using the previous tools, now you need to target them by creating some high quality content.

This will help you keep bringing in new customers and turn them into clients. It might take you some effort and resources, but the payoff makes it totally worth it.

  • Write like you’re talking to a friend, not a computer
  • Craft fresh, original, valuable, and informative content that is easy for readers to understand
  • Use clear and optimized titles
  • Organize your content with clear headings to make it simpler to read
  • Make it easy on the eyes by using different colors and a big, nice font
  • Link to other pages on your site to help readers and search engines get around
  • Create landing pages for specific services, such as “Educational Resources
  • Write blog posts that answer questions, like “How to” or “What is”

Optimize for Mobile Users

More than 60% of website traffic are from users accessing the internet through mobile devices.

People are usually on their phones, especially When looking for a business such as a law firm. It’s important to get them a smooth and cozy experience and avoid wasting their time with slow-loading pages.

  • Make sure your website adjusts dynamically to fit all screen sizes
  • Keep Introductions Short
  • Optimize Mobile Site Speed for Better UX
  • Compress images to reduce file size without sacrificing quality.

Link building

Backlinks are links on websites other than your own that direct back to a page on your website.

Google values them as one of the top three factors for ranking. Getting better backlinks can boost your website’s ranking, bring in more organic traffic, and attract more clients.

Link building in SEO can be challenging, but there are reliable tactics to help you succeed and ethically build them for your website.

  • Reach out to other blogs to offer guest posts
  • Get Links From Travel and Local Review Websites
  • Hold Special Events and Promotions to Get PR Links
  • Get Listed in Local Business Directories (facebook, Bing, Foursquare…)
  • Work To Get Mentioned By Local Publications and Bloggers (guest posts)

Technical SEO

Technical SEO is the process of making sure your website meets the technical requirements of search engines to boost your website’s traffic.

You can audit your website using Semrush’s Site Audit tool to help you find all the issues on your website and guide you in fixing them.

Technical SEO is fundamental and should be your first priority when optimizing your business website.

  1. Audit your website
    Crawl and check every page on your website using Semrush’s Site Audit
  2. Check your Website Health Score
    The Website Health Score is a metric that shows you the performance and quality of your website. It ranges from 0 to 100%.
  3.  fix technical issues
    Look into and solve technical problems by addressing each issue separately.

Social Media

Social media is a powerful tool to attract new clients to your local SEO business.

When you use platforms like Facebook, Instagram, and Twitter, Linkedin you can reach a larger audience in your local area.

By sharing relevant content, engaging and talking with customers, and promoting your services, you can increase your online visibility and double your profits.

Social media allows you to interact with your audience directly. By responding to comments, messages, and reviews, you can build trust and credibility with potential customers.

This engagement can also signal to search engines that your business is active and relevant, which can improve your local search rankings.

  1. Create and Optimize Social Media Profiles
    Set up profiles on popular platforms like Facebook, Instagram, and Twitter. Make sure your business name, address, phone number, and website are the same across all profiles.
  2. Share Local Content
    Post updates about local events, news, and promotions to engage with your audience.
  3. Run Local Ads
    Consider running targeted ads on social media platforms to reach a specific audience in your area.

Article by

Yasser Hannaoui is the founder and Head of Content at Erola.
He's been involved in SEO for 4 years and specializes in SEO and content marketing.
When he's not working, he's either reading books or studying physics.

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