SEO For Lawyers: How To Dominate The Market (In 2023)

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In this guide, we’ll teach you how to dominate the market in 2023.

Key Takeaways

  • SEO for lawyers & law firms is one of the most competitive fields in search engine optimization due to the lucrative nature of the profession
  • Since there are many different types of lawyers you need to optimize your site for your occupation type, this naturally helps with local search rankings
  • A simple 5-10 page website won’t cut it, you need to take a holistic SEO approach to demonstrate topical authority to search engines (like Google & Bing)


If you’re sick of blowing money on ineffective SEO campaigns, being lost in the realm of search, & not knowing where your next client is coming from, then this guide is for you.


What is Lawyer SEO?

Lawyer SEO is the process of optimizing lawyers’ websites for organic discoverability.

Through search engine optimization lawyers can increase their digital visibility, resulting in higher search engine rankings for keywords relevant to their practice.

Is SEO a worthwhile investment for lawyers?

It depends. You need to know what you’re getting. You need to work with an agency (or individual) with a clear & concise action plan for moving forward.

SEO done right is definitely a worthwhile investment because it provides you with more organic search traffic straight from Google.

Meaning somebody types in “personal injury attorney near me” & you pop up amongst the top 5 organic search results.

However, each market is completely different on the level of search, & there are an unending amount of variables that come into play to constitute who ranks & who doesn’t.

If you’re a lawyer in a metropolitan city (like New York) & all of your potential clients are local, it’s going to be insanely competitive & you’ll need an elite (& costly) SEO strategy to make serious headway.

However, if you’re an attorney in a small rural town with only a handful of law firms around, ranking on a local level will be much easier.

Our Content-Driven SEO method allows lawyers to gain topical authority by demonstrating mastery of the topic of law, which gives you the ability to rank for thousands of keywords & opens up hundreds of potential doorways for organic discoverability.

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SEO or PPC | Which is better for lawyers?

Both acquisition channels can work quite well, especially in congruence with one another.

SEO is more of a long-term investment that helps you convert your website into an asset & appreciate your digital real estate, while PPC presents a quick way to obtain paid leads.

Due to the sheer competition of the market, if it’s within the budget, we recommend investing in both channels, after all, the overall goal is still the same, to get more clients & cases, consistently.

Alternatively, many people don’t realize the power of PPC for generating brand awareness, since you only pay per click, you can attain thousands of impressions for free, which can help in remaining “top of mind” when a potential client is ready to make a decision.

A newly optimized site will take at least 3-6 months (on average) to produce any organic traffic from SEO, which is why it’s smart to leverage PPC immediately.

Make sure you funnel the traffic correctly, if someone is searching for “Criminal Lawyer Near Me” DO NOT send them to a general services page. That’s a surefire way to annihilate your advertising budget without converting any prospects into paying customers.

So, if you do decide to run ads then make sure you run multiple ad sets targeting different keywords while sending people to optimized landing pages sculpted for conversions.

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How To Do SEO For Lawyers & Law Firms (In 3 Steps)

1.) Optimize Your Google Business Listing

To start, you need to have an optimized Google My Business listing, & you need to obtain as many positive (ideally 5-star) ratings as possible.

Within your Google Business profile, you can select all of the services you offer & the areas that you serve, which will come into play every time somebody performs a search within close proximity to where your business address is located.

Furthermore, having tons of positive reviews & feedback creates tons of social proof for someone thinking of investing in your law services.

2.) Optimize Your Website Architecture For Maximum Discoverability

For your web pages to be discoverable for relevant search terms that your potential clients type into search engines, you need to have published web pages on your site that are optimized in accordance with those terms.

Keyword placement is absolutely crucial, & seamlessly choosing headings that “sound good” will provide little to no SEO benefit.

For example: Let’s say you’re a personal injury attorney and one of the keywords you want to rank for is “Personal Injury Attorney Consultation”.

For maximum page optimization, you need to have that search term tied into your page title, <H1> title tag, URL slug, & within your paragraph text.

Here’s an image of the <H1> title tag ๐Ÿ‘‡

This is the page title ๐Ÿ‘‡

This is the URL slug ๐Ÿ‘‡

Once the page is created, submitted, & indexed, you’ll need to get backlinks directly to that page.

We call this “powering up” the web page because when other websites link back to yours it sends powerful social signals to Google that your page is indeed high-quality & worth ranking among the top results.

3.) Create Blog Posts On The Topics Potential Clients Are Searching For

People don’t invest in your services without asking questions.

So why not overcome as many objections as possible, showcase your expertise, & position yourself as the expert in the field by creating high-quality articles answering the questions your readers have?

Our studies have shown that people who do this can charge more for their services & tend to attract more high-paying clientele.

In other words, GET A BLOG.

On-Page SEO Ranking Factors For Lawyers

What exactly are the on-page SEO ranking factors for lawyers?

And what can you do to make your website as search-engine-friendly as possible?


Hereโ€™s a complete guide to on-page SEO ranking factors:

1) Title Tags

2) Meta Descriptions

3) Header Tags

4) Keywords

5) Image Optimization

6) Internal Linking

7) External Linking

8) Mobile Friendliness

9) Page Speed

10) Schema Markup


1) Title Tags: The title tag of a web page is meant to be an accurate and concise description of the pageโ€™s content.

It is also one of the most important on-page SEO ranking factors.

The title tag should be no more than 60 characters, and it should include the main keyword or phrase for the page.

For example, if your law firm specializes in personal injury cases, your title tag might be โ€œPersonal Injury Lawyers in Houston.โ€

2) Meta Descriptions: The meta description is the short paragraph of text that appears under the title tag in search results.

Like the title tag, the meta description should be accurate and concise, and it should include the main keyword or phrase for the page.

The meta description is not a direct ranking factor, but it is important for click-through rate (CTR), which is a factor in search engine ranking.