Three Crucial Tactics To Boost Law Firm SEO

Law Firm SEO
Share on facebook
Share on twitter
Share on linkedin
Share on pinterest
Share on email

Thanks to the advent of the search engine and its many local directory sites, it has become increasingly easier for businesses to connect with potential customers with the simple click of a mouse. This is especially true for attorneys.

Appearing on page 1 of the search results is crucial for attracting qualified leads, and if you are not ranking with the right audience, you are undoubtedly losing out on business to your competitors in the SERPs (Search Engine Results Pages). With strategic law firm SEO implementation, you can ensure that does not happen!

In this post, I will discuss three organic and effective SEO tactics that will, if done correctly, rank you page 1 (in due time) and undoubtedly increase your law firm’s visibility.

Less than 10% of searchers advance to page 2 on any given search!

Targeting specialized keywords is an imperative strategy for reaching page 1 in the local search results. According to a study conducted by protofuse, less than 10% of searchers advance to page 2 on any given search! So, how can you ensure you appear on page 1?

1. Target location-specific keywords

The “near me” searches work wonders for connecting you with local searchers in your area. Instead of targeting short-tail keywords, such as “criminal lawyer” or “probate attorney”, consider targeting more location-specific keywords in your page title and permalinks, such as “Las Vegas Criminal Lawyer” and “probate attorney Las Vegas”.

If you are unsure as to which keywords to target, you can use SEMrush’s Keyword Research Tool for a vast rendering of insights. It will show you a number of keyword suggestions centered on your search query, including search volume, competition insights, and CPC (cost per click) paid search values. Use of this software and its insights, particularly the keywords that hold high search volumes and low competition, should give you a great starting point for revising your on-page optimization campaign.

SEMrush Keyword Research Tool used in conjunction with TAYMC’s On-Page Optimization Guide

2. Use Your Content to Boost SEO

Quality, long-form (over 1,000 words) content can enhance your credibility as an industry expert and build rapport with your readers, as well as, most importantly, boost your SEO. Well-optimized content that demonstrates your knowledge in your given legal field translates into higher rankings on Google, according to the Google Webmaster Guidelines.

Lex Reception

In addition to your landing pages “Home” “Practice Areas > Las Vegas Car Accident AttorneyLas Vegas Slip and Fall Accident Attorney, Etc…” & “About“, blog content and FAQ pages that link BACK to your landing pages are great opportunities for including general search question keywords into your strategy. This is especially true given Google’s newest update that supports structured data for Q&A pages (again, you can obtain this information from SEM Rush in the link above).

A general search query such as “what is a personal injury lawyer?” may not be a high-volume search, but if your content provides a concrete answer to the question, it could possibly give your site an SEO advantage via a featured snippet at the very top of the search results page on page 1. See below:

When combined with content discussing “what makes for a good family lawyer” and “what does a family lawyer cost” – you create a strong content portfolio that will help you connect with clients at all phases of the attorney search process.

SEMrush question filter
SEMrush Keyword Magic Tool Question Filter

3. Choose a Niche Category On Google My Business

Setting up a Google My Business (GMB) account allows you to list your law firm’s niche practice area in local search. Snippets of information, such as images, Q&A and reviews also appear there.

When it comes to GMB listings, most attorneys make one huge mistake: their practice category.

A lot of law firms categorize themselves “lawyer” or an “attorney”, which makes sense, right? But it makes a lot more sense to categorize your law firm based on your practice area, meaning your specific area of legal expertise (e.g., personal injury, criminal law, estate law, etc).By adhering to the above practices, you give your law firm a greater chance to attract qualified leads. You will also become visible in broader search results, giving you another great victory.

Case Study

I have a client I’ve worked with for over 6 months. The first four months we focused highly on implementing the above tactics, and tactics used in TAYMC’s on page optimization guide. By month 6, he appeared page 1 for the following keywords: “Las Vegas Car Accident Attorney” “Las Vegas Car Accident Lawyer” “Car Accident Lawyer Las Vegas” and “Car Accident Attorney Las Vegas.” What’s more? For certain keywords, he appeared not once–but TWICE on page 1! See below:


Whether you are starting from ground zero, or you’d like to optimize your existing law firm’s website, abiding by the above three tips for optimization best practices will undoubtedly give you the added SEO boost you’ve been looking for. For FREE SEO consulting, contact me directly. Taylor McArthur

Latest Articles

Comments 2

  1. Steven Moure says:

    Setting up a Google My Business (GMB) account allows you to list your law firm’s niche practice area in local search?

    • Hi Steven,

      Thank you for your reply. Yes. You may list your niche-specific practice area by accessing the admin panel of your GMB account. From there, you can select Advanced Information > Labels and add your practice areas! Please advise if you require assistance implementing these changes. You may contact me directly at [email protected].

Leave a Reply

Your email address will not be published. Required fields are marked *