How to Conduct A Competitor Analysis For Lawyer SEO

Updated: May 11

5 Tips On Staking Out Lawyer SEO Competition

Competitor Analysis is a crucial factor in building an effective Lawyer SEO strategy for your website. After all, SEO is all about outranking everyone else in the SERPs. Knowing who you're competing against helps you figure out what you're doing right, what you're doing wrong, and what you need to change in your law firm's digital marketing strategy.


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1. Keyword Gap Analysis

The "keyword gap" between you and your competitors is defined by the keywords you don't mutually compete for. This means looking for keywords your competition is ranking for, but your website doesn't.

Examine your competitors' websites to determine which keywords they rank well for. Then, sort those keywords by relevance to your website.

Remember: Not all your competitors will be law firms, so some keywords won't really be relevant to your law firm, website, or content.

This is a fantastic opportunity for you to experiment with different approaches to reaching your target audience. For example, you might start by listing valuable keywords to target with new content, with the goal of eventually outranking your competitors.


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2. Look At Your Competitors' Content


When you're looking at the competition, you should also look at their content. This step is critical because Lawyer SEO is primarily reliant on high-quality content.

Then, evaluate their content and compare it to yours. Here are some questions to ask yourself:

  • Do your competitors use the same type of material all the time, or do they mix it up?

  • Are they focusing on long-form pieces or frequent short posts?

  • What are the themes that they cover?

  • Do your competitors use suitable SEO methods with their material, such as title tags and metadata?

Again, the whole point of studying your competitors is to know how they're implementing Lawyer SEO and how your website compares with that. Looking at their content is also an opportunity to find inspiration from the topics or find gaps where you can offer new original content.

3. Look At Your Competitors' Site Design And Structure

Next, look at the design and user experience of your competitor's website. Site speed, security, and mobile-friendliness are all factors that have a substantial impact on Lawyer SEO.


Here are some guide questions to help you evaluate the site:

  • What is the loading speed of your competitor's website?

  • Is it simple to use?

  • Does it have a mobile-friendly design?

  • Is the site informative and entertaining?

  • Does it deliver a good user experience?

If your competitor's site meets all of these criteria but yours does not, you may need to do some work.

Remember: Sites that rank high are what search engines deem the most helpful to searchers. In that case, looking at the websites at the top of the rankings should give you an idea of what you should do.

4. Examine Your Competitors' Backlink Profiles


Finding out where your competitors acquire their backlinks and utilizing that information to your advantage is one of the most significant aspects of competitive Lawyer SEO research.

Remember: Backlinks from high-quality websites act as endorsements for your site and can enhance your organic rankings.


That said, knowing their backlink profile should give you an idea of future off-page link-building strategies.


5. Use Google My Business To Find Nearby Competitors


Most law firms cater to locals. After all, most of the people who'll hire you are those who live within your city or state.

So, if you need to find direct competitors, do a quick Google search and go through the available listings. Most of the listings that'll come up will have the same target client and blog audience as you.


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Additionally, you also need to think about optimizing your GMB listing.

Remember: A lot of potential clients do local searches for law firms, so make sure your listing stands out.

When comparing your GMB listing with your competitors, consider these guide questions:

  • Have your competitors optimized and filled out their listings?

  • Do they have photos and other information about their company to attract customers?

  • How effective are they at persuading customers to leave reviews?


Work With Lawyer SEO Experts At LawyerLeadMachine!


Lawyer SEO is a fantastic digital marketing strategy for new and established law firms alike. Want to learn the ropes? Read our Lawyer SEO Blog or Free SEO Guides.

If you need more assistance, we have SEO experts to help you out.

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