Lawyer SEO: The Most Important Optimizations

Updated: Aug 20

Where To Start With Law Firm SEO And Where To Go From There


When you're just starting out with Lawyer SEO, it might all seem convoluted. SEO tactics cover basic website aesthetics to complicated robot.txt and a slew of social media platforms and Google SEO tools. However, SEO can be boiled down to four essential pillars, all of which you can build on with tools, new tactics, and other marketing strategies.


legal marketing services

1. On-Page Optimization

Your site must have a header, content, URL, photos, title tags, and meta tags. All of these tell Google how to index your content the way you want. In addition, Google uses all the data crawlers can find on your site to decide how you rank in the search results. So remember to remember the basics of On-Page SEO.


Remember: For search engines to rank your site, it also has to be crawled and indexed. So if there are indexing issues, your pages might not show up in the search results at all.


Your on-page optimization also involves the strategic use of keywords. After all, keywords are the search terms you want to be found for. All your on-page optimization gets you to rank high on a chose the main keyword for each page.


What's Next:


After optimizing your website, you should also get into the habit of optimizing everywhere your law firm appears online—like social media, Google My Business, and guest author bios.


lawyer marketing

2. Site Navigations

There's so much information on your website. It tells about your law firm, what you do, and what you're capable of. For example, your website might feature lawyer profiles, firm history, achievements, contact information, blogs, and several landing pages.

And when you have this much information, users should be able to get to each of them as quickly and easily as possible. You want users who find you through your blog posts and landing pages to click to other pages on your domain, keeping them on your website as long as possible.

If users don't stay long enough, it will reflect on your analytics. If it's hard to find your landing pages, you might miss out on important conversions.

What's Next:


Create site maps, menus, and internal links so site visitors can easily navigate your law firm's website.

3. Content

Users are drawn to your site by consistent, relevant, and informative content. Instead of advertising your website to get people to click on your links, you attract users by providing legal information that they need.


For Example:


People use search engines to answer basic legal questions. So write high-quality and relevant legal guides that are useful to those who need them.


When your content ranks high enough on the search engines, you'll get traffic from those who want to be informed of the topics and themes you write about.

What's Next:


Content marketing doesn't restrict you to just publishing content on your website. As long as there are calls-to-action (CTAs) and links pointing back to your landing pages, your content can be posted on social media, syndicated through other domains, or in the form of guest blogs.

4. Links


Crawling through web pages and scanning them rapidly is how search engines analyze information. Search engines use links (both internal and external) to navigate from one page to the next.

Remember: Links tell crawlers where and what everything is. So while your site structure and navigations are for your site visitors, links are for search engines.


When another website adds a link to your company's page, traffic and search engine crawlers are also referred back to your domain. These links are called backlinks, and they're an important factor in raising domain authority and search engine ratings.


law firm marketing

You also need to add internal links. Contrary to backlinks, internal links are just links from one page within your domain to another. These can improve navigation, cite older content in newer ones, and determine which of your pages are more important than others.


What's Next:


You can start finding opportunities to get backlinks from other reputable websites. You can do this by claiming mentions, getting citations, or submitting content for other blogs.

What Can LawyerLeadMachine Do For You?

Lawyer SEO requires dedicated and regular optimization tactics that result in a boost in traffic and conversions. Regular audits, planning, and implementing strategies can help increase your search engine rankings.

To get started on your SEO and content marketing strategy, review your options here.

Recent Posts

See All
LAWYER SEO MARKETING AGENCY.png