With more and more attorneys vying for attention online, especially on search engines, law firm SEO is a must. Good SEO for lawyers can help you climb to the top of rankings for relevant keywords and attract more high-quality leads.
Let’s do a deep dive into SEO and how you can benefit from the right solutions.
What You’ll Learn:
- Why Law Firm SEO Matters
- What Is Local SEO and Why Is It Essential for Lawyers?
- Create Your Google Business Profile
- Essential Local SEO Strategies for Law Firms
- Our Approach to SEO for Law Firms
- How Reviews Affect Your Law Firm’s Bank
- Crucial Legal SEO Ranking Factors
- How Graphics Benefit Legal Websites
- How to Use Structured Data to Increase Visibility in the SERPS
- How Google’s Helpful Content Update Affects Your Rankings
- How to Use Video to Effectively Market Your Firm
- The Role of User Experience (UX) in SEO
- The Role of SEO in Digital Marketing for Attorneys
- Measuring Success: How to Track and Evaluate Your Law Firm’s SEO Performance
- When Should You Hire an Agency for Law Firm SEO?
- Law Firm SEO FAQs
Why Law Firm SEO Matters
The legal industry is highly competitive, with new firms continually entering the market and established ones striving to maintain dominance. While traditional advertising like billboards remains common, the online competition is even more intense. Law firm SEO enables firms to stand out in both local and national markets, driving valuable traffic and generating leads from search engines.
Search engines, especially Google—which handles over 90% of global web traffic—are central to online research, including legal inquiries. Effective SEO ensures your firm remains visible in this space, offering a steady stream of potential clients. For example, 79% of local businesses report that SEO is their most effective marketing channel, and a 2023 MyCase report identified Google as the top lead source for law firms.
Beyond traffic generation, SEO supports long-term growth by complementing paid media efforts and improving lead quality. This means attracting more clients who find your firm through organic searches. For law firms, SEO is not merely a marketing tactic—it is an essential strategy for thriving in today’s digital landscape.
One Brandmuscle local marketing report also found SEO to be among the most effective marketing tactics used, with a “perceived tactic effectiveness” of 72%, just behind online reputation management.
How it Differs From Traditional SEO
Legal marketing is one of the most competitive industries, with pay-per-click (PPC) ads for terms like “personal injury lawyer” costing upwards of $200 per click. SEO offers an alternative by helping firms rank organically for competitive terms, reducing advertising costs while building lasting visibility.
However, legal SEO demands significant investment. Unlike some industries where basic tactics can yield quick wins, law firms must commit to producing high-quality, authoritative content, acquiring backlinks, and continuously optimizing their digital presence. The competition is fierce, with countless firms vying for the top spots in search results.
For instance, Salvi, Schostok & Pritchard P.C., a personal injury firm known for record-breaking verdicts, has achieved a strong online presence through a robust SEO strategy that highlights their expertise and results. Such visibility doesn’t happen overnight—it requires sustained efforts, including A/B testing, premium content creation, and effective reputation management.
The long-term value of legal SEO justifies the effort. While paid ads stop delivering the moment you stop paying, organic rankings and backlinks continue to drive traffic and leads for years, making SEO a cost-effective strategy in the long run.
What Is Local SEO and Why Is It Essential for Lawyers?
Local SEO is vital for law firms because most clients seek attorneys within their geographic area. Over one-third of all organic search traffic for location-based businesses is local, and search engines prioritize location-specific results. For example, a search for “car accident lawyer” in Raleigh, North Carolina, will produce different results than the same query in Los Angeles, California.
And here’s the same search in Los Angeles, California:
Local SEO ensures your firm appears prominently in searches relevant to your area. This involves optimizing for location-based keywords and maintaining a robust Google Business Profile. But local SEO goes beyond rankings—it also builds credibility and trust within your community.
Firms can further enhance their reputations by creating educational content that addresses common legal questions. A comprehensive local SEO strategy includes:
- How-to guides
- Blog posts on key legal topics
- Frequently asked questions (FAQs)
- Locally-focused content
- Articles simplifying complex legal issues
By addressing these areas, your firm can position itself as a trusted authority, attracting both local clients and a broader audience seeking expert guidance.
Create Your Google Business Profile
A Google Business Profile (formerly Google My Business) is a cornerstone of any local SEO strategy. This profile allows your firm to appear in Google Maps and local search results, highlighting your services, collecting reviews, and enabling direct client communication. Without it, your firm risks losing visibility to competitors.
Setting up a profile is straightforward:
- Log in to the Google account you want to associate with your business.
- Visit the Google Business homepage and click “Manage Now.”
- Follow the on-screen instructions to complete and verify your profile.
To maximize its impact, ensure your profile is complete and regularly updated. Include detailed service descriptions, upload high-quality images, and encourage satisfied clients to leave reviews. Additionally, use platforms like Avvo, Yelp, and FindLaw to create consistent local citations, further bolstering your online presence.
Essential Local SEO Strategies for Law Firms
Next, we’ll outline key strategies for maximizing your firm’s local SEO presence.
Add a Map to Your Website
Again, the more information you can provide to Google, the better.
To boost your law firm website SEO, add a Google map to your “About Us” or “Contact Us” page to further reinforce your appearance in the local search results.
Luckily, this is one of those low-hanging SEO fruits. All you’ll need to do is head over to Google Maps, navigate to your location, and click “Share or Embed map” from the menu in the top left corner and select “Embed map.” From there, you can choose a size and paste the code in the back end of your website. This will really help boost your results.
Get Involved in the Community
To keep your local SEO efforts working for you, it’s also best to get involved in your community and build local backlinks (we’ll get more into backlinks below).
There are plenty of ways lawyers can get mentions and build their reputation in their communities, such as:
- Offering pro bono work when reasonable
- Mentoring
- Serving on non-profit boards
- Getting involved in fundraisers
- Contributing to volunteer work
- Advocating for policy changes that might benefit certain local or broader causes
Our Approach to SEO for Law Firms
Conduct a Website Audit
The first step to SEO marketing for attorneys is to audit the law firm’s current website to assess performance.
Some of the main areas to look at in an audit include:
- Page speed
- Backlink profile
- Internal linking structure
- Mobile friendliness
- User experience
- Keyword usage
- On-page optimization
- Content quality
A law firm SEO expert will be able to conduct a thorough audit and use the results as a roadmap for the rest of your campaign.
Perform Keyword Research
Keywords are the phrases and words people type into search engines. Effective SEO depends on detailed keyword research—carefully deciding what keywords to target with your content.
For example, say you wanted to increase inbound organic leads on your firm’s website. You would pick keywords relating to your firm’s specialties and target them with search-optimized pages (landing pages, blog posts, etc.).
But how do you know what keywords to target? By using keyword research tools, which give detailed information about each keyword.
To illustrate, imagine you’re a firm in San Diego that wants to boost traffic fast. You’d use a tool like Ahrefs to search for a term like “immigration lawyer San Diego.”
This data tells you it’s a valuable keyword (see the $8 CPC) but it’s hugely competitive. Ranking for this term might take years, which is incompatible with your goal of boosting traffic fast.
So instead, you find an easier variation, like “San Diego immigration lawyer free consultation.”
As you can see, this term is much easier to rank for. The right page would probably rank you on page one easily, potentially getting you dozens of leads each month.
Complete On-Page SEO for Lawyers
After completing keyword research, it’s time to take care of your on-page SEO. This process involves optimizing web content for lawyers with high-quality service pages, blog posts, and other types of content, with effective keyword targeting and a solid website structure.
Your website should blend both usability and good optimization to appeal to both search engines and potential clients.
All of your content should be informative and clear, showcasing your firm’s knowledge to earn people’s trust. At the same time, you should align your content with searcher intent.
For instance, a personal injury attorney might have blog posts answering surface questions like “how much compensation can I receive for a slip and fall?” or “Who is at fault for a rear-end car accident?” Meanwhile, the firm’s service pages could advertise why it’s the “best slip and fall attorney” or “top car accident attorney” in its location with rich service pages.
Implement Off-Page SEO for Law Firms
In addition to on-page SEO, web marketing for lawyers should implement various off-page SEO tactics. These can include:
Develop Link-Building Strategies
One of the most important off-page strategies is link building for lawyers.
Backlinks are links to your site from other websites. Each one acts as a vote of confidence for your site, like ballots in an election.
Specifically, search engines consider backlinks as a sign of a high-quality website. After all, only great content will make people refer to your site.
How to Get Backlinks
Backlinks are naturally obtained by creating high-quality content that other people reference. For instance, if you write a detailed article on tort law, others may reference it and link to it.
But natural link building takes time, and it can be a slog in the beginning. To build links faster, use these strategies:
- Guest posting. Guest posting is writing “free” blog content for other sites in exchange for a backlink. This is generally the easiest way to get high-quality links.
- Broken link fixing. Use SEO tools to find sites in your niche with links that 404. Offer to replace the broken links with suitable resources of your own.
- Graphic sharing. Create original graphics for your content (more on this below) and share them with other sites. If they think it will help their readers, they’ll use it and link back to your page.
- Just asking. You can reach out to other sites and simply ask them to link to your content. Know that this is saturated and often annoying, so try something like the above that gives value to the site.
- Local citations. Directory listings and local citations could also contain links to your website to support other external links.
Remember that backlinks are worthless if they don’t come from sites in your niche. Cooking, traveling, and beauty blogs won’t do anything for your firm’s site, no matter their reputation.
Whatever you do, don’t use black hat tactics when acquiring backlinks. Buying links and spamming backlinks in the comments on other sites will quickly make link building for lawyers a fruitless effort. Ultimately, it could easily earn you a penalty from Google, from which it can be very difficult to recover.
Staying compliant with Google’s spam policies and avoiding link spam will keep web content for lawyers in good standing.
Use Law Firm Local SEO Tactics
As mentioned, lawyers especially benefit from strong local SEO. There are multiple law firm local SEO strategies you can use to grow your online presence.
Optimize Your Google Business Profile
Once you’ve set up your Google Business Profile as discussed above, you should continually optimize it for better rankings.
Be sure to include images for your firm to showcase everything from your location to your legal team. Also, give each location its unique address, phone number, and other relevant details.
You can also update your profile with Google Posts that discuss certain legal topics and link to corresponding blog posts, which will also improve SEO.
Get Featured Snippets
Featured snippets are the highlighted text at the top of Google search results. They give users quick answers to their search without having to click on a site (though it’s available if the reader wants further context).
How to Get Featured Snippets
There are two core factors for getting a query’s snippet:
- Quality of the Answer: Provide the most succinct and thorough answer compared to all other search results.
- Backlinks: Build as many quality backlinks to your page as possible.
Additionally, aim to rank for knowledge panels. These are the information boxes that appear on Google when users search for specific topics, people, places, or organizations. Knowledge panels are created by Google for entities with extensive brand authority and are not to be confused with business profiles, which typically appear in the same space.
Google generates knowledge panels only for businesses with significant authority. For instance, firms that are nationally recognized, have decades of experience, and boast thousands of reviews are more likely to qualify. While you may not yet qualify, a robust business profile with many positive reviews can carry equal or greater weight.
How Reviews Affect Your Law Firm’s Bank
Any business can benefit from positive reviews, but when people are searching for someone to handle their legal matters, the stakes are higher than say, taking a chance on a new clothing company or trying a new restaurant. That’s why you only want to implement the best practices.
Google also uses reviews as a ranking signal for rankings. That’s why you want plenty of positive reviews.
How to Get Reviews:
- Ask Directly: Request satisfied clients to leave reviews on Google, Avvo, Facebook, or Yelp.
- Simplify the Process: Ensure your website and communications include direct links to review platforms.
Avoid unethical practices like paying for reviews, swapping reviews with other attorneys, or having employees pose as clients. These tactics can backfire.
Respond to All Reviews: Google considers responsiveness in its ranking algorithm, so address both positive and negative feedback. While responding to negative reviews can be challenging, it’s essential for building credibility and boosting SEO.
Use Video Content
Video content remains a powerful tool for law firms to connect with potential clients and build trust before consultations. It’s also an effective way to improve organic search visibility.
Types of Video Content to Create:
- Answer common legal questions.
- Showcase behind-the-scenes views of your firm.
- Provide “how-to” guidance, such as finding a lawyer.
- Offer short overviews of legal practice areas.
- Share client testimonials.
As with any video strategy, there’s still room to get creative here.
Take a look at this Cautionary Tales playlist from Bryan Cave Leighton Paisner, who uses their YouTube to dramatize various legal issues and infractions. It can help you come up with a few ideas to boost SEO for your law firm.
Update Your Directory Listings
Consistency across all online directories is crucial for local SEO. Ensure your business name, address, and phone number (NAP) are uniform on platforms like Google My Business (GMB), Yelp, Avvo, and traditional directories such as the White Pages.
Best Practices for Citations:
- Pay attention to industry-specific directories, such as those for patent attorneys.
- Include your NAP in guest blog posts and other online contributions.
- Standardize formatting—e.g., decide whether to abbreviate “Street” as “St.” and apply it consistently.
Crucial Legal SEO Ranking Factors
When it comes to ranking in the legal world, these factors are non-negotiable:
Title Tags
Title tags are critical for SEO, serving as the titles that appear in search results. They help Google and users understand your page’s content.
- Ensure your keyword appears in the title.
- Focus on creating engaging, click-worthy headlines.
Focus on standing out to get the most clicks. For example, a well-optimized title tag like “Is FBA Worth It? Why It’s More Valuable Than Ever” helped us rank on page one for Amazon FBA-related queries.
Google Title Tag Changes
The reason we said HTML tags “usually” appear in search results is that Google sometimes changes them. Since 2021’s Page Title Update, Google began improving low-quality titles to boost user experience.
Google may change your tag if your title is:
- Too long
- Keyword-stuffed (keyword present too many times in an attempt to manipulate results)
- Lacking a title tag entirely or using something too generic like “Legal”
While tag changes won’t affect rankings, they can affect CTR (positively or negatively). To prevent any uncertainty, make your titles as clear and succinct as possible.
Technical SEO
Optimizing your website’s backend is essential for better rankings. Focus on:
Mobile-Friendliness
Ensure a responsive design with streamlined navigation. Mobile devices make up almost 60% of all web traffic. If your site is slow or unstable on mobile, you’re turning away over half of your potential leads.
Site Speed
Both users and search engines want sites to load quickly (3-4 seconds at most). Ensure your web host, content management system (WordPress, Wix, etc.), and page code isn’t bloating your site.
You can use free tools like Pagespeed Insights and GTMetrix to test your site speed. And if you’re on WordPress, plugins like WP Rocket can do much of the tweaking for you.
Secure Socket Layer (SSL)
In 2014, Google made SSL status a direct ranking factor. Many browsers warn users when a site is unsecured, making yours look unprofessional and dangerous without SSL.
SSL is incredibly easy to install. It’s usually free or cheap from servers and domain providers, and they’ll install it for you.
XML Sitemaps
An XML sitemap acts as a roadmap for search engine crawlers. They use it to know:
- All the pages on your site
- Date of publication/last update
Streamlined CMSs like Wix and Squarespace will build sitemaps by default. WordPress just needs an SEO plugin like Yoast or Rankmath.
How Graphics Benefit Legal Websites
Custom graphics provide immense value to your site’s visitors by explaining concepts in a visual format.
But most legal sites’ pages are just blocks of text without any visuals to explain things. By making graphics that present your ideas clearly, your content stands out.
Graphics aren’t hard to make either—design software like Canva makes it easy to create high-quality images including:
- Infographics
- Charts
- Explainers
- Quote Features
- Cover Images
How to Use Structured Data to Increase Visibility in the SERPS
These days, structured data is a key element in getting the most visibility in the search results.
Structured Data is a great way to increase the number of opportunities to boost your results organically.
Schema.org is a vocabulary made up of tags you can add to your website that helps Google organize information so they can (their words) display your content in “creative ways.”
While adding schema markup to your site is not an official ranking factor, it plays a role in helping your firm increase its visibility by providing the search engine with more context during indexing.
When optimizing your law firm’s website, you can start by just learning about the Local Business part of schema.org.
Specifically, pay attention to the “address” element. You’ll use that element to add your business address.
Again, you’re doing this to make it easy on Google to determine the location of your business.
There’s an important point here, though. It’s that you decide how you want your name and address to appear and stick to it everywhere you reference it.
For example: If your business is located at 123 Main Street, and you prefer to abbreviate “Street” with “St.”, then you must list your business that way online all the time. Otherwise, you’re going to limit your chances of reaching the top of the search results.
Of course, there are numerous other Local Business elements that you’ll want to use as well (“email”, “legalName”, “telephone”, etc.). The more info you add, the more you’re telling Google about your business. That’s a good thing.
You can mark-up a whole range of things you’d like searchers to see from the SERPs, including reviews, contact information, the area your firm serves, or even your ethics policy. You can get the full list on the schema.org site. The list can be very helpful for SEO for law firms.
The main benefit of adding structured data to your site is that it allows you to let Google know that you’d like your content to be featured as a rich result. Rich results get more SERP real estate than any other front-page listing, which of course, likely leads to a boost in traffic.
Additionally, you may want to mark up FAQ pages or how-to content for an additional shot at appearing in the rich results.
Though this isn’t a hard and fast rule, Google seems to favor long-form content when it comes to rich results, as one longer piece tends to have more chances of answering multiple questions people are searching for.
Quick Schema to Add to Your Site
How Google’s Helpful Content Update Affects Your Rankings
In August 2022, Google’s Helpful Content Update prioritized user-focused content over pages designed solely for SEO. Ensure your content:
- Provides genuine value and expert insight.
- Is free of grammatical errors and keyword stuffing.
- Answers questions thoroughly and effectively.
While technical SEO remains essential, prioritizing helpful, well-crafted content is the key to long-term success.
How to Use Video to Effectively Market Your Firm
Creating Compelling Web Content
Web content for lawyers should connect with all potential clients and give them all of the information they need before consulting your firm.
There are many types of content you can create for your website, such as:
- Service pages
- Blog posts
- FAQs
- Testimonials from past clients
In the process, you should optimize this content with keywords that appeal to audiences at the various stages of the client journey, including:
- Awareness: Here, people will likely look up basic legal topics in your practice areas. Blog posts at this level could target keywords like “How much compensation can I earn?” and “Can I sue for [case type]?” Your posts can then answer these questions in depth and end with a CTA asking prospects to request a consultation.
- Consideration: At this stage, people will consider hiring an attorney. They may enter queries in Google like “when to hire a [practice area] lawyer” or “best attorneys in [city]” to do research on local attorneys. Service pages and testimonials could be the key to moving these audiences along their journey.
- Decision: Once prospects reach this stage, they’re ready to reach out. Here, people could search “schedule consultation” and “contact” or other action keywords, or even the name of your practice. Service, contact, and other pages could lead these searchers to contact your firm.
The Role of User Experience (UX) in SEO
A user-friendly website is also essential for good law firm SEO. Your site should be easy to navigate and visually appealing to keep users browsing, which will subsequently boost your SEO and conversions.
The ingredients of a good UX include mobile responsiveness, fast site speed, and overall ease of navigation.
People should be able to easily find service pages and blog posts, along with FAQs, testimonials, and contact pages. You may also include features like a call button to allow people to instantly call or a live chat feature that allows people to request contact through a representative or automated bot.
The Role of SEO in Digital Marketing for Attorneys
SEO is one of the core elements of digital web marketing for lawyers. However, it must work cohesively with other marketing efforts to truly succeed.
Developing a holistic marketing strategy that includes SEO marketing for attorneys can help you maximize your visibility and boost your reputation online.
There are plenty of other marketing avenues to take to help your firm thrive online, including:
- Paid media advertising, including pay-per-click (PPC) ads that appear on search engines and across the web through search, display, and video ads
- Social media marketing, including organic posts and ads for your firm on platforms like Facebook and YouTube
- Email marketing to potential clients who engage with your firm, keeping you top of mind with follow-up emails
The key to building authority in the legal industry will be to create an effective balance between SEO and content marketing efforts, building your reputation as an authority among both prospects and search engines.
Measuring Success: How to Track and Evaluate Your Law Firm’s SEO Performance
You won’t be able to succeed with your SEO efforts if you don’t know what defines success.
Measuring SEO for lawyers can help determine whether things are working and what needs improvement.
Some key metrics to measure here include:
- Organic traffic to your website from seach engines
- Keyword rankings, including fluctuations in existing rankings
- Lead generation
- Conversion rates accounting for all leads that convert to clients via SEO
The specific metrics and key performance indicators (KPIs) you track with SEO marketing for attorneys will depend on your goals. For example, you would want to track rankings and traffic if brand awareness is your main goal. Meanwhile, if you want to convert more clients with SEO, you would track lead generation and conversion rates.
There are several helpful tools you can use to track your metrics and measure them against your goals, including Google Analytics and Google Search Console.
For instance, you could use Analytics to see user acquisition metrics, including traffic from organic, referral, and affiliate sources.
When Should You Hire an Agency for Law Firm SEO?
Considering how much goes into a successful law firm SEO campaign, it can be daunting to handle on your own, especially if you don’t have a dedicated marketing team to develop and manage your strategies. SEO is also not a one-and-done deal, requiring constant work to get the best results.
To maintain a competitive edge with continuous optimization, high-quality content, and reliable performance tracking, it may be in your best interest to work with a law firm SEO expert.
Specifically, an SEO agency for attorneys will have expertise in the legal industry and know what lawyers and practices are looking for in the perfect campaigns.
It’s often worth an SEO retainer to work with professionals who can get real results with everything from content management and keyword research to link building for lawyers specifically.
The following are some of the main benefits of working with a law firm SEO expert:
- In-depth knowledge around SEO, including the specific needs of law firms when it comes to optimization and content management
- Dedicated experts who are always there to give your strategy the attention it needs
- Detailed real-time analytics and reporting to gauge the success of your campaigns based on your goals
- Continually adapt to the changing needs of the SEO landscape and the legal industry
When looking for the ideal SEO agency for attorneys, you should also go with a company that advertises experience, expertise, and proven results. The right combination will lend years of value to your firm as you get everything you need for long-term growth.
Law Firm SEO FAQs
Here are the most common questions we get about SEO for law firms:
1. What Are Some Attorney Marketing Strategies?
Beyond law firm SEO, there are some attorney marketing strategies you should follow:
- Old-fashioned networking – Make sure you’re active in professional associations. For example, take clients out to lunch or dinner and attend networking events to meet new people in your field.
- A User-Friendly Website – You shouldn’t just make sure that your website is friendly to search engines, you should also ensure that it’s friendly to visitors. Include a menu that makes it easy to navigate around your site. Add social proof. Use a responsive design so it looks great on any device. Enhance the overall user experience to boost your conversion rate.
- Online advertising – Never underestimate the value of PPC. You can attract new clients with local search ads.
Email marketing – Maintain your relationship with clients by sending them emails every now and then.
2. Do I Need a Law Firm Marketing Blog?
If you’re serious about law firm SEO, you should add a blog to your website and update it regularly.
Why? Because content marketing is a great way to optimize your site for key search terms.
Use a tool like SEMRush to uncover some of the more popular keywords related to your law firm’s specialty. If you have more than one specialty, find keywords relevant to each one.
Then, produce helpful content optimized for those keywords. Make sure the content answers the kinds of questions you expect your clients to ask during initial consultations.
You’ll also demonstrate your knowledge about the law when you practice content marketing. That’s going to help attract more business as well.
3. Is Law Firm SEO Better Than PPC?
SEO vs. PPC isn’t really the best way to think about it.
Both methods are important to driving business and each represents a different piece of a broader marketing strategy.
See, optimizing your website for search helps you build credibility and over time, grow your organic traffic. It’s a way to prove value and show your audience that your firm can help clients win their next legal battle.
PPC allows you to bypass organic search results and appear in front of an audience you might not be able to reach otherwise. Use paid ads to boost your firm’s visibility, get in front of a new market, and present specific offers tied to a goal–be it conversions, lead generation, and so on.
Whether you’re a law firm or an e-commerce brand, it’s important to understand that you can’t pick one marketing strategy and call it a day. Today’s savviest firms know that marketing means optimizing for voice, fine-tuning their social presence, advertising on Google, and creating content that people actually want to read.
4. Can I Handle Law Firm SEO on My Own?
You can, but you probably shouldn’t.
That’s because law firm SEO is an ever-evolving discipline. The kinds of strategies that worked just a couple of years ago might not work anymore.
Digital marketing professionals keep up with those changes in best practices. They can make sure that your site is in tip-top shape consistently.
Firms can hire in-house pros or work with an agency to create content and optimize your website.
Either way, it’s probably your best bet to outsource SEO for your law firm, as you’ll have more time to focus on your clients and not what Google’s latest algorithm is doing to your search rankings.
5. How Long Should a Law Firm SEO Campaign Last?
SEO is a marathon, not a sprint. It’s a continuous effort of creating content, building links, and tweaking your website to build more quality traffic over time.
SEO is also constantly changing. Google algorithm updates, increased competition, and shifting industry trends all demand constant adjustments.
Stopping your SEO efforts even after you’ve reached your campaign goal can be costly. Especially in the high-stakes legal field, competitors will blow past you if you don’t keep improving.
So to answer, a law firm SEO campaign should never truly stop. SEO is a constant investment with a growing return on investment.
6. How Often Should I Post Articles on My Website?
There’s no set limit or minimum for how many blogs you should post monthly. You should post as much content as possible while maintaining a high quality standard.
To understand why, picture two identical law firms planning a month’s worth of content. Law Firm A plans to publish 10 high-quality articles, and Law Firm B wants to publish 30 low-effort articles.
After a few months, Law Firm A’s content will have built more traffic than Law Firm B’s. This is because Google rewards quality and punishes junk.
The Helpful Content Update emphasized providing user value over everything else. If your blogs provide value to readers, they’ll inevitably build traffic.
7. Does Link Buying Work?
Buying links directly might seem attractive since it can take years to rank for competitive terms. After all, if the links come from authoritative sites, what difference does it make how they got there?
The issue is buying links directly violates Google Webmaster Guidelines. If Google finds out you’re buying links, you might get a harsh penalty.
That said, Google isn’t all-knowing, and penalties aren’t as frequent as they used to be. These days, the biggest risk of buying links is getting ripped off.
Why? Because if a website sells you a link, they’re selling it to others.
And while Google doesn’t magically know when a link is paid for, it knows when a site links to others unnaturally. Google takes this as a cue not to trust the linking site, greatly reducing the weight it passes on.
But hiring a link-building expert is fine. Many companies hire people to build high-quality links by guest posting, being a source for journalists, and more.
8. Can Lawyers Pay for Leads?
According to Rule 7.2 of the American Bar Association, it’s perfectly legal to pay an SEO retainer to professionals as well as pay for other lead generation services, provided these professionals don’t personally recommend the lawyer. Lead generators should also maintain communications compliant with Rule 7.1 and accept payments according to Rule 1.5 (e) and Rule 5.4.
Fully Optimize Your Law Firm SEO With Ignite Visibility
Effective SEO for lawyers can help law firms get and stay on top of the competition, but you may not have the in-house expertise or resources to succeed with your efforts. Thankfully, Ignite Visibility has plenty of expertise in law firm SEO to help your firm dominate search engine rankings and maximize visibility.
With our help, you can:
- Determine what your website needs to thrive with a thorough SEO audit
- Conduct in-depth keyword research to reach audiences at every stage of the client journey
- Create high-quality content, including an aesthetically appealing and search-friendly website that drives traffic and conversions
- Integration of SEO efforts into PPC campaigns and other marketing efforts
- And much more!
If you like the sound of that, reach out to us to find out what we can do for your law firm today!