SEO Services for Law Firms: The Ultimate Guide

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We live in a digital era where more and more people continue to use search engines to find solutions for almost everything. This directly implies that if you’re a legal firm, you need the best SEO services for law firms, as your potential clients are actively looking for you on search engines.

Search engine optimization (SEO) services will increase your visibility and chances of finding more clients organically. This blog post will take you through everything you need to know about SEO services for law firms and how they can benefit your firm.

Understanding SEO Services for Law Firms

SEO involves optimizing your website to improve its ranking on search engines (Google, Bing, DuckduckGo, and more). You can use SEO techniques to push your website, preferably to the first page of the search engine pages (SERPS).

This is important as 75% of consumers rarely go past the first page when searching for something on the web. So if your website is on the first page, it increases your chances of getting more organic traffic. 

If you can get to the first page, that’s great. However, you need not only look at your website ranking and organic traffic. 

Let me explain. 

Your ranking and traffic are not directly connected to the value of your law firm. You can generate a lot of organic traffic, but are you converting them into paying clients? You can also rank for thousands of search queries but still fail to get clients. 

That’s why when an SEO service company wants to report on just these two metrics and maybe the quality of content and backlinks they’ll acquire for you, it’s important that you ask them to define the success of their service. 

Traffic, ranking, content, and backlinks won’t be enough to determine exactly how many clients you can acquire through SEO. 

Therefore, you need to ensure that the results you get or are projected to get align with your objectives. 

The best SEO service for a law firm should at least be able to report on the following:

  • Return on investment from organic traffic
  • Cost per qualified lead from organic traffic
  • Cost per client acquired from organic traffic

Available SEO Services for Law Firms

services related to SEO
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SEO involves many services that all need to perform to ensure a well-optimized website. Some of these services are simple, while some are complex and will need a helping hand from an expert. Here’s the full list you need to check. 

SEO Site Audit

An SEO site audit is the first step to developing a strategic plan you can use to measure results. A site audit will allow you to understand what’s working and what needs to be optimized. It’ll also allow you to identify SEO issues that may be hurting your site. This can include broken links, incorrect anchor text, slow page speed, and indexation problems.

Content Marketing

Content marketing plays a big role in SEO. Without content, it’s impossible to rank. You need content, and you need to market it the right way to attract the right audience. 

You’ll need to optimize your content for the right keywords. For example, if you’re a car accident law firm in Georgia, you’ll want your blog posts to target keywords that are relevant to car accidents and the geographical location you serve. 

Content marketing can make or break your law firm. This is because when your audience finds you, they first interact with your content before they contact you. Therefore, your content needs to be valuable and high quality. 

If it’s badly written and stuffed with keywords, it may not convince your audience that you’re the right person they should contact.  

On-site SEO

In addition to creating relevant content for your audience, you’ll also need to optimize your headlines, HTML tags, and images. This will help search engines to better understand what your content is about. This way, they will be able to rank your site accordingly.

Local SEO

Google map
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Local SEO can help you gather more clients from the area you serve. To do local SEO strategically, you can:

  • Set up Google My Business page
  • Optimize your content with local keywords
  • Build internal links with local-relevant anchor text
  • Get client reviews to prove your credibility in local searches

Link Building

Link Building Strategies
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Backlinks are among the top three ranking factors that Google uses. Therefore, ensuring your site has lots of links from authoritative sites will greatly improve your ranking and traffic.

Now, getting the links is where the real hustle comes in. However, there are two ways you can go about it:

  • Create content others will want to link to naturally. This means your topics will need to offer value that’s rare to find on the web. 
  • Reach out to highly authoritative domains that discuss issues related to your field of expertise and ask them to link back to you. 

Link building can be very time-consuming, expensive, and labor-intensive, especially if you choose to do it yourself. However, it can significantly improve your visibility on search pages. Therefore, it’s important that you don’t skip building links. 

Technical SEO

Technical SEO
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Technical SEO involves optimizing your site to ensure it’s easier for search engines to crawl, render and index it. 

Many aspects of your site may need to be optimized or fixed to ensure your site is technically SEO optimized. These things involve:

  • Using Secure Sockets Layer (SSL) 
  • Making the site mobile-friendly
  • Improve site speed
  • Remove duplicate content 
  • Create and submit a sitemap to the Google search console and Bing Webmaster
  • Add structured data markup to your website

Overall SEO Strategy

Getting a comprehensive customized SEO strategy will ensure that you cover all the SEO aspects described above and that your law firm site is well-optimized for SEO.  

How To Choose an SEO Service Company?

choosing an SEO service company
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SEO is not as complicated as most people would want you to believe. However, it requires expertise and time, which you might not have. The good news is you can consult SEO service companies to help optimize your site. 

Before settling on an SEO service company, here are the things you should look at. 

Experience in SEO for Law Firms

You’ll want to go for an SEO company with extensive experience working with law firms like yours. To ascertain this, check what percentage of law firms make up their client base. If law firms make up a very small percentage of their client base and this base is from less competitive or unrelated practice areas, you may want to consider another SEO company, especially if your firm is in a highly competitive segment of the legal industry. 

A great SEO company should also be able to explain its approach to SEO fully and easily. They should also be able to provide you with case studies, references, and reviews that can help you gain a solid overall understanding of their services. 

Survive vs. Budget

SEO services are expensive; therefore, you should come up with a budget and decide how much you’re willing to spend. If your budget is not that big, instead of going for substandard SEO services, it would be wiser to go for one or two high-priority SEO services like technical SEO or on-page SEO and then postpone the other services to a time when you can afford them. 

Consider Exclusivity 

You’ll want to work with an SEO service company that doesn’t work for your competitors. If possible, work with a company that’s committed to some level of exclusivity to ensure you get the best SEO services and can get good ROI from your investment. 

You may consider city, county, state, or region exclusivity. However, note that the more exclusive, the more you’re likely to be charged. City or council exclusivity is what is mostly recommended, especially if your law firm targets people or cases within a particular location/jurisdiction. 

Transparency in the Services Offering

You should aim to work with an SEO company that’s transparent with its services. They should openly explain their approach, its rationale, and its effectiveness. They should let you know their communication methods (email, phone calls, SMS, etc.) and the frequency of communication that you can expect from them. 

Lack of clear and open communication can lead to some serious problems, such as: 

  • Search engines penalties
  • Lack of performance accountability
  • Breach of professional conduct
  • Bad online reputation

Frequently Asked Questions About Seo Services for Law Firms

Here are some common questions asked by fellow curious users.

How Do Law Firms Benefit From SEO?

People looking for answers to legal dilemmas on search engines can only find you if your site is well-optimized and ranked. SEO can help your websites to rank high to gain wider visibility which will help you get quantity and quality clicks from potential clients.

Does a Law Firm Really Need SEO Services?

Yes, a law firm needs SEO services. A well-optimized website is the only way to get organic traffic that can be converted to clients. Moreover, 96 percent of people that seek legal help use a search engine, and 74 percent of people visit a law firm’s website to take action. This simply means SEO is very important for attracting potential clients.

How Much Does it Cost to Get Law Firm SEO Services?

The cost of SEO services for law firms varies greatly depending on the kind of service you need, your goals, how competitive your search landscape is, and the current website state. How experienced a company is, its location, and the time needed to finish your project will also affect the pricing. 

Why Is Lawyer SEO Expensive?

Lawyer SEO is expensive as there are many parts of your website that will need to be optimized. The company will need to pay a writer to create content for your site. They will also contract a developer to work on your site structure and other technicalities.
What’s more, the company will also need to build your site domain authority, get backlinks, improve your internal linking strategy, and so much more. There’s a lot that goes into ensuring your site is well-optimized. Therefore, it’s only obvious that SEO service companies charge more.


Getting an SEO service for your law firm is important. It can help you get more relevant visitors to your site, which you can then convert into paying clients. The available SEO services you should consider are site audit, on-site SEO, link building, and technical SEO. 

However, you should not rush into choosing the first SEO agency for law firms that you encounter. 

When choosing an SEO service, you must choose a company that’s experienced in the SEO services required for your law firm. They should also be exclusive to some level and transparent in their services. Also, check that your budget meets their service.

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