Law Firm SEO
Get More Cases With SEO
Law Firm SEO Agency
We scale organic traffic, get more leads, and drive business growth for ambitious attorneys with holistic SEO. Scroll to read our law firm SEO success stories. Or click the button below to get a consultation with a resident lawyer SEO expert.
Our Law Firm SEO Services Drive Measurable Growth
Here’s a few of our client success stories demonstrating our legal SEO expertise:
Why Do Attorneys Even Need SEO?
People looking for legal representation are searching for law firms online. You want to show up at the top of relevant search results so that they contact you, and consider your firm’s legal services. The key to get qualified leads via SEO though is to target the right keywords your prospective clients are searching for.
Law Firm SEO vs. Other Marketing Tactics
Attorney SEO is a digital marketing tactic that involves optimizing and promoting a law firm to increase the visibility of its assets—typically a website and a Google Business Profile—in search engine results pages (SERPs). It’s a slow burn that can typically starts giving an ROI over a period of 6 months (or even more).
- If you want instant results, pay per click marketing tactics (such as Google ads) may make more sense.
- If you’re investing in traditional law firm marketing tactics such as TV advertising, or event sponsorships, SEO can layer nicely on top.
Once it starts working, SEO marketing can scale at a fractional cost. It can land your firm more and higher quality cases than any other tactic. However, especially with the new Google updates to fight AI spam, keeping up with its algorithm can be time consuming.
The Secret Sauce of Our Holistic SEO Strategies for The Legal Industry
We play the long and compounding game of SEO. Our team specializes in these four important components:
Local SEO to Dominate Your Service Location
We begin with optimizing your local listings in GBP, Avvo, and other local directories. Then build citations and get your firm on every nook and corner of the map in your service area.
Building Links Google and Your Clients Equally Love
What good is getting published on websites you can’t show off? We land you backlinks on websites that are quality checked to keep Google happy and your clients impressed.
High Quality Content Backed By a Solid Keyword Strategy
Creating legal content is time-consuming and detail oriented. Our legal writers work with SEO strategists and editors to craft optimized website content that establishes your expertise in SERPs.
Technical Optimization to Keep the Bots Happy
Technical SEO is fundamental to making your site accessible to Google Bots. That’s why we dedicate the requisite development hours to every SEO campaign.
The Verdict of Attorneys On Our Law Firm SEO Services is Out
Always accessible and go the extra mile
“These folks are great! Very skilled, very conscientious, with a lot of follow through, and reasonable pricing. Always accessible and go the extra mile when needed. I strongly recommend this.”
We are receiving on average 90+ phone calls a month
“Working with On The Map for almost two years has been a game-changer. When we first started our own practice, we lacked a natural online presence. We began our SEO campaign with the sole purpose of generating natural leads… Here we are two years later and not only are we ranking competitively in multiple cities across our state, but we are receiving on average 90+ Phone Calls a month.”
How Does SEO Work for Law Firms?
Search engine optimization involves a lot of moving pieces. Let’s look at the combination of strategies you need to execute to achieve SEO success.
Local SEO
As a local business, attorneys can double dip in SERPs: cracking top search engine rankings in both organic search results and Google maps. A sound local search strategy incorporates both of these.
Begin here:
- Optimize your Google Business Profile (earlier called Google My Business)
- Get reviews and testimonials from past clients on your profile
- Ensure you have a consistent name, address, phone number, and website (NAP + W) across local listings and social media
Keep learning: Local SEO for Law Firms
Keyword Research
Is “legal services in New York (or your city)” the only right keyword to target on your website? Well, many people may search for something related to your practice area. Content marketing calls for understanding your target audience and interjecting their journey at every stage to build trust.
Your prospects may search for something like, “family law advice in NYC” if you’re a family law firm. Or “dog bite lawyer in New Jersey” if they are looking for such services. You ideally want to appear in SERPs for as many such relevant phrases as possible.
Keyword research using tools such as Ahrefs can help you find them.
Begin here:
- Use tools such as Ahrefs or SEMRush to find low-difficulty keywords related to your legal practice that you can target
- Understand the difference between high-intent and low-intent keywords
- Plug your competitor’s website in Ahrefs and find the keyword they rank for
Keep learning: Keyword Research for Lawyers
Content Creation
Your homepage can only rank for one main keyword, such as “lawyer in your [primary service area].” The other relevant keywords you found in the last step will need individual pages. Depending on the keyword’s intent, you can craft blog posts or practice area landing pages for each one.
Ultimately you want to create optimized content for all the keywords related to your services and establish your topical authority in the eyes of Google.
Begin here:
- Start writing legal content for every keyword on your list
- Use on page SEO tools like Surfer SEO to optimize your content
- Try to improve your attorney website’s E-E-A-T
Keep learning: How to Optimize Legal Content
Link Building
To establish your site’s authority in Google’s eyes, you need “votes” from other websites. Called backlinks (clickable hyperlinks from other websites to yours), they are one of Google’s algorithm’s most prominent ranking factors.
The more competitive keywords you target, the more backlinks you need to have your website rank on the first page of Google.
Begin here:
- Create a profile on prominent legal directories to earn some free links
- Sign up as a source on platforms like Featured for subjects you have expertise in
Keep learning: Link Building for Attorneys
Technical Optimization
If your website isn’t crawlable and indexable by Google Bots, all of the above SEO efforts will go to waste. Further, you want your website’s design and user experience to reflect your law firm’s brand.
Begin here:
- Use the search operator “site:YourLawyerWebsite.com” in Google to check your website’s indexed pages
- Use the free Ahrefs Webmaster Tools to crawl and check your site’s current health
- Get feedback from your website’s users if they can easily find the information they are after
- Choose a modern web design template that reflects your legal expertise
Keep learning: Website Design Inspiration for Law Firms
Measure Your SEO Performance
Are you getting any traffic, leads, and new clients via SEO? You want to monitor your campaign’s progress, relying on relevant metrics and tweak your digital marketing strategy.
Google Analytics is an excellent tool for tracking your website’s visitors. You can set up goals and also get an overview of your conversions.
Begin here:
- Set up GA4 on your lawyer’s website and monitor your traffic
- Use tools such as Ahrefs to track your keyword rankings and new backlinks
- Get feedback from your website’s users if they can easily find the information they are after
Keep learning: 6 KPIs for Tracking Your Lawyer SEO Results
Customized Legal Solutions for Your Law Firm
Our comprehensive legal services are designed to meet the unique needs of your business.
Here’s How an Engagement With Our Law Firm SEO Company Looks Like
1. Discovery Call
We’ll discuss your business goals and requirements to determine our fit.
2. Legal SEO Audit
Next, we analyze your website’s health, identifying its current SEO issues and growth opportunities.
3. A Custom SEO Strategy
After a goal alignment call, we’ll share some SEO packages with the timeline and costs.
4. Onboarding and Scaling Your SEO
Once we set up your account, our SEO team executes your marketing campaign in 90-day sprints.
5. Ongoing Reporting and Analysis
Your account manager regularly shares updates on your SEO campaign and gets your feedback. We adjust your strategy as needed to ensure you get a return on investment.
Ready to Make The Best SEO Decision for Your Law Firm’s Website?
Let our SEO experts show you the money.
