The Best SEO Tools For

Competitive Law Firms 2021

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Be On Top Of Your Competition


As we've mentioned before, law firm marketing is a completely different animal. Any law firm that wants to have a competitive edge, must work with the right tools, generate the right reports, be aware of their competition and get involved with their SEO team. 

It's a war out there, and you cannot go to war with a toothpick. You must surround yourself with the right arsenal.


SEO, pays off and your law practice depends on working with the best SEO tools in the market! There are many reasons why you must consider signing up to one or more of these programs:

1. If you are going to do some of the SEO yourself.

2. You are going to outsource your SEO but want to be involved in the decision making.

3. You want to know what your competition is doing, how and why. 

Knowledge is everything and the more insights you have, the better. 

SEO Competitive Analysis


These best practice suggestions will assist you in identifying your top rivals, determining why they are outranking you, and determining what you can do to improve your position. 


Every sector benefits from strong competition but this is particularly true in the legal industry:


  • It keeps you from becoming complacent. 

  • Encourages creativity. 

  • It pushes you to improve in all aspects of your organization, from content creation to the intake process to customer service. 

  • It's no different when it comes to figuring out how to outperform your competition in search. 

Working with the right SEO tools will help you identify your top rivals, figure out why they're outranking you, and figure out what you can do about it. An effective SEO competitive analysis is incomplete without them!


Specifically, these tools will help you to: 

  • Identify Your SEO Competitors

  • Evaluate Keyword Difficulty

  • Look for New Keyword Opportunities

  • Analyze On-Page Optimization & On-Site Content

  • Dig into Competitor Backlink Profiles

  • Examine Site Structure & UX

  • Learn How They’re Leveraging Social Media

  • Try to Track Competitor Ad Spend

The Best Law Firm SEO Tools For 2021

1. Semrush


Semrush is by far the leading online visibility management software-as-a-service platform. With over 50 products, tools and add-ons across online visibility management, including tools for search, content, social media and market research, data for more than 140 countries, seamless integration with Google and task management platforms, Semrush is a critical solution for all law firms who are serious about online presence. 

Semrush in numbers:


  • Over 200 million unique domains monitored for 142 geo databases 

  • Over 41 trillion backlinks

  • 20 billion keywords

  • Over 7 million users who have tried Semrush

Why we recommend Semrush:


Semrush is an industry heavyweight with over a decade of experience. The company has made significant improvements to their product after extensive research of different industries including the legal industry over the years. Furthermore, it has gained a deeper understanding of the different marketing needs and nuances of the market.

The software helps law firms of all sizes to optimize their online visibility across key channels (from Search to Social Media and PR) and create engaging content for their users.


Their reach data allows to discover great opportunities for growth, while workflow and tracking solutions help users to constantly run experiments and accurately measure results.

2. SpyFu


SpyFu is one of the best known names in the SEO game due to a deep feature set, excellent reporting, and solid support for digital marketing and advertising. While it might be a bit complex for novices, it remains an excellent pick for law firm marketers. It’s astonishingly easy to use SpyFu. All you have to do is enter the domain name of a competitor. In response, SpyFu will give you a series of reports. They’re packed with data, charts, and key insights about organic and paid search results for that website.



SpyFu in numbers:

The Basic plan gives you a capacity of 250 sales leads and domain contacts, and 5,000 weekly tracked keyword rankings, along with 10 domain reports and 10 pay-per-click (PPC) reports through SpyFu's AdWords Advisor tool. The $78-per-month Professional plan (also $58 per month when billed annually) bumps leads and contacts to 500 and weekly tracked keyword rankings to 15,000.

Why we recommend SpyFu: 

SpyFu goes the furthest of all the SEO optimization tools we tested in directly bringing value to sales, marketing, and the business' bottom line. SpyFu manages to give SMBs a tool that anticipates their needs and is easy to use. One big bonus is its affordable price compared to other SEO tools. For the average lawyer who's looking to simply identify and sort targeted keywords, SpyFu's emphasis on keyword monetary value and its detailed search advertising breakdowns is the right tool. Law Firms that are working to integrate their SEO research into a more holistic strategy encompassing marketing, advertising, and sales, SpyFu the tool you want.


3. Serpstat

Serpstat was founded in 2013 as a keyword research tool and has been growing and improving ever since. An in-house software turned into an independent product that is now on its way to become a global leader. In August of 2016 Serpstat turned into an all-in-one SEO platform, and now it offers 5 essential tools used by professional digital marketers worldwide.

Serpstat in numbers:

  • Serpstat provides data from 230 Google databases

  • Serpstat’s database has more than 6 billion keywords,

  • 63 million ads, and

  • 3.9 billion search suggestions.

  • Serpstat is used by more than 30,000 online marketing practitioners

Why we recommend Serpstat: 

Serpstat’s features are divided into five main categories: website analysis, keyword research, backlink analysis, rank tracking, and site audits. Most of Serpstat’s analytics data is derived from Google, but results for Russian markets rely on Yandex. If you decide that Serpstat has what you need, the Lite plan starts at $69 per month or $662.40 per year.


For that, you get up to 4,000 search queries each day, 15,000 keywords for position tracker each month, and 500 backlink queries per day. You can also create up to 10 different projects, but there are no team management features and you don’t get phone support from Serpstat.

4. Mangools

Mangools is an SEO toolset that's great marketers, SMEs or SEO specialists. It's particularly popular because of the design and ease of use. Mangools offers 5 different SEO tools in one package, namely the KWFinder for keyword research, SERPChecker for SERP analysis, SERPWatcher for Rank Tracking, LinkMiner for link tracking, and SiteProfiler for SEO metrics and insights.

Mangools in numbers: 

  • Mangools is an SEO software suite that's made up of five tools

  • Used by more than 150k users from all over the world. 

  • SERPChecker is a competitor analysis tool providing 45+ SEO metrics where you can manage the metrics in your own way.

  • 1,200 keyword and SERP lookups

Why we recommend Mangools

Ease of use is where Mangools excels as tools try to provide features and data in a way, which even SEO newbies would understand. Support is extended via email, live chat and other online measures. Mangools is very competitively priced, with two pricing tiers (Basic and Premium) that fit well into the 'affordable' cost range for most users. Their annual plans are aggressively discounted, in some cases saving ~ 40% compared to the month-to-month subscriptions.

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