Law Firm SEO and Marketing Services for Houston
We help law firms dominate Houston SERPs for legal keywords that drive more cases such as:
- Injury Attorneys Near Me
- Best DUI Lawyer Houston
- Houston Malpractice Attorney
- Family Lawyer Houston
What is Law Firm SEO?
Attorney SEO is a digital marketing tactic that involves optimizing and promoting a law firm’s website to increase its visibility in search engine results pages (SERPs). When executed properly, it’s an effective strategy to get more targeted traffic from potential clients.
Once it starts working, SEO marketing can scale at a fractional cost, unlike pay per click marketing, such as Google ads, where you must keep increasing your budget. However, SEO requires you to keep up with Google’s constant changes to its algorithm.
Why Do Attorneys in Houston Need SEO?
Essentially SEO will ensure that people looking for legal help can find your attorney’s website on Google, Bing, and other search engines, and contact you. Here are its top benefits:
- Increased visibility in your service area: Today, when prospective clients need legal representation, they no longer turn to yellow pages — they conduct a Google search. SEO ensures you interject their research for legal services in your locality.
- Cost-effective lead generation channel: You can leverage numerous digital marketing tactics to get legal clients. PPC campaigns, for instance, can get you instant traction. Now, SEO takes time to get you qualified leads. But your cost per lead can decrease drastically in the long term.
- Earn a competitive advantage: Many law firms are still reliant on traditional law firm marketing tactics such as TV advertising. SEO offers a relatively level playing field against firms with millions of dollars.
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 Houston ” the only keyword to target on your website? Well, many of your prospects 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 audience may search for phrases like “lawyers near me”, “lawyer for [your practice area]”, and the like. You want to appear in SERPs for all such phrases.
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 “[your practice area] lawyer in Houston .” 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 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 Connectively for legal 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
Keep learning: Website Design for Law Firms
Measure Your SEO Performance
Are you getting any traffic, leads, and new clients via lawyer SEO? You want to monitor your campaign’s progress 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
The Verdict of Attorneys On Our 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.”
Steve Rubin
Employment Lawyer, Los Angeles
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.”
Philip Pendergrass
Personal Injury Attorney in Georgia
Has Your Law Firm SEO Agency Got More Proof Than Us?
If they did, they would show off their legal SEO expertise, like we’ll now.
The Secret Sauce of Our Holistic Law Firm SEO Strategies is Four Pronged
We play the long and compounding game of SEO that involves focusing on these four important ingredients:
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 law 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 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.
Customized Legal Solutions for Your Law Firm
On The Map Marketing specializes in helping the following legal practice areas in Houston .
Here’s How an Engagement With Our Lawyer Marketing Agency Looks Like
1. Discovery Call
We’ll discuss your business goals and requirements to determine our fit.
2. Legal Marketing Audit
Next, we analyze your website’s health, identifying its current 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 campaign, gets your feedback, and adjusts the strategy as needed.
Ready to Make The Best SEO Decision for Your Law Firm’s Website?
Let us show you the money.
