scales of justice lawyer

SEO Tips for Lawyers

scales of justice lawyer

Top 5 SEO Tips For Law Firms

Search engine optimization for the legal field makes for a rough and tumble existence. I know, I’ve been doing law firm SEO for the past decade. Like in law, there is very little room for error. Optimizing your site for the search engines takes a lot of research, skill, and patience. Yes, I said marketing’s most dreaded word, “patience.” You regularly make website content changes, work backlink campaigns, and review results. Make changes and then rinse and repeat. Yes, I’m simplifying the process considerably, but it is a process. All of the hard work is worth it, though when you get a call or email from a client thanking you for their increased business. 

If you are in need of more business at your firm, whether you are a large firm or a solo practitioner, use the five following tips that have helped me increase client intake for more than a decade.

5) Claim Your Profiles

Your goal here is to claim or create profiles and directory listings for your business. You specifically should get your Google My Business (GMB), Bing Places, Yelp, AVVO,,, and other similar directory listings. On each of these listings, your name, address, and phone number should match the content that you have on your website. This helps your local SEO campaign as it signals to the search engines that you are reputable and a signal of accuracy as to the content that searchers are searching for.

4) Research Your Competitors

Complete an in-depth review of your competitors so that you better understand their SEO tactics, and what your course of action must be to overtake their internet marketing efforts. You can use tools such as SpyFu or Moz Pro to get a sense of what keywords your competitors have been ranking for, where their backlinks (links from one site to another) are coming from. This way, you can find link opportunities and can reach out to those site owners to get a link back to your site as well. 

3)  Content is King

Google and Bing are not fans of old stagnant websites that provide little information to the searcher. Well written, information-based content appears to be, at least as of now, the priority for the search engines. High-quality content is content that has at least 500 words in length that answers a question, discusses a specific topic, or provides information that is in alignment with the searcher’s intent. For example, for a family law attorney, this may be a 1000 word blog post on domestic violence. 

2) Gather Reviews

You have your profiles already, but now is the time to put them to use. These profiles serve not only as a nifty search result for those potential clients searching for your areas of law, but they also serve as a way to social proof your business. These listings do this by allowing clients to review your legal services, which then sell searchers on your services. It may be beneficial for you to have an internet link for the purpose of review gathering where your clients can leave their feedback. You can draft up a template email with the link to send to clients or print a handout with step-by-step instructions for clients to follow. 

1) Adhere to the rules governing attorney advertising in your state. 

Okay, so this isn’t an actual SEO tip per se, but the importance of this should not be taken lightly. I’ve seen numerous attorneys hiring web designers or SEOs with no experience regarding the rules of attorney advertising that you must follow to stay in the good graces of your state Bar Association. Review the rules and make sure that your website and SEO strategy adheres to these rules. All of the SEO in the world cannot help you if you are found to be in violation of these rules and are publicly reprimanded via an attorney disciplinary hearing. 


We have just touched the surface of law firm SEO, and there is still so much more to discuss. Having been a practicing attorney, I understand the frustration that can occur with trying to increase business through the internet, but these tips must be adhered to if you want to set yourself up for success. They may not be the standard lawyer SEO tips that others write about, but they are the most important tips I can attest to after my decade in the law firm SEO field.

Questions:  Please feel free to reach out to me with your questions regarding these or any tips you have found on the web. I can be reached by emailing and will be happy to point you to the information you need.