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How To Conduct Law Firm Competitor Analysis

Updated: May 26, 2022

5 Easy Ways To Stake Out Your Lawyer SEO Competition

Competitor analysis is a crucial component of developing a successful Lawyer SEO strategy for your website. After all, SEO is all about outranking your competitors in the search engine results pages (SERPs).

Knowing who you're up against in your law firm's digital marketing strategy can help you figure out what you're doing right, what you're doing wrong, and what you need to change.

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1. Conduct Keyword Gap Analysis

The keywords you don't compete for define the "keyword gap" between you and your competitors. This entails looking for keywords that your competitors rank for but that your site does not.

Examine the websites of your competition to see which keywords they rank for. Then, sort those keywords according to how relevant they are to your website.

Remember: Some keywords will not be relevant to your law firm, website, or content because not all of your competitors will be law firms.

This is an excellent opportunity for you to try out alternative methods of reaching out to your target audience. For example, you might begin by creating a list of valuable keywords to target with new content in order to eventually outrank your competitors.

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2. Stake Out Your Competitor's Content

When evaluating the competition, have a look at their material as well. Because Lawyer SEO relies heavily on high-quality content, this stage is crucial.

Then, analyze and compare their content to yours. Here are a few questions to ponder:

  • Do your competitors always use the same type of content, or do they post varying topics and themes?

  • Is it long-form content or regular short articles that they're focusing on?

  • What are some of the topics they cover?

  • Do your competitors employ proper Lawyer SEO tactics, such as title tags and metadata, in their content?

Again, the objective of researching your competitors is to see how they use Lawyer SEO and how your website stacks up against them. Examining their material can also help you get ideas for new original content or identify gaps that you can fill in with your own.

3. Analyze The Design And Structure Of Your Competitor's Website

Next, examine your competitor's website design and user experience. Lawyer SEO is influenced by a number of criteria, including site performance, security, and mobile-friendliness.

Here are some questions to consider when evaluating the site:

  • What is the website's loading speed?

  • Is it easy to use?

  • Is it designed to be mobile-friendly?

  • Is the website both educational and engaging?

  • Does it provide a positive user experience?

If your competitor's site fulfills all of these requirements but not yours, you may need to make some changes.

Keep in mind that high-ranking sites are those that search engines consider being the most useful to users. In that scenario, taking a look at the top-ranking websites should offer you a good notion of what you should do.

4. Analyze Competitor Backlinks

One of the most important components of competitive Lawyer SEO research is determining where your competitors get their backlinks and using that information to your advantage.

Remember: Backlinks from high-quality websites work as endorsements for your website and might help you rank higher in the search engines.

Knowing their backlink profile, on the other hand, should help you plan future off-page link-building activities.

5. Use Google My Business To Find Nearby Competitors

Locals are catered to by the majority of law firms. After all, the majority of the people who will hire you live in your city or state.

So, if you're looking for direct competitors, run a quick Google search and look through the results. The majority of the results will be for the same target customer and blog audience as you.

You should also consider improving your Google My Business listing. Remember that many potential clients look for legal firms in their local area, so make sure your listing sticks out.

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Consider the following questions when comparing your GMB listing to that of your competitors:

  • Have your competitors' listings been optimized and filled out?

  • Do they have images and other details about their law firm to entice customers?

  • What percentage of clients do they persuade to leave reviews?


Staking out your competitors gives you perspective on how you're doing. This is a great way to find out whether you're doing better or worse, which informs you which way to take your Lawyer SEO next.

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