ultimate guide to local seo for lawyers

The Ultimate Guide to Local SEO for Lawyers


If your goal is to get in front of your prospective clients, the most effective way is through local SEO for law firms. A majority of the world population today access information through search engines, mostly Google.

When was the last time you searched for a service or product? How did you find it? I bet 99% of you would say Google. In fact, there are 3.5 billion searches made daily on Google alone.

Although we all use the internet for practically everything, few of us realize how search engines organize or index all the content on the internet so that every time we hit the return key, it conveniently presents itself right in front of us.

lawyer seo expertSEO FOR ATTORNEYS

When a user types “attorneys in my area,” more often than not they will click on the suggestions that appear in the first page in the search engine results page aka SERP.

What must you do to make your law firm appear on the first page so that people may click on the title tag of your website? You need law firm SEO to enhance your organic search engine ranking, which in turn will increase the chances of potential clients landing on your website and becoming your client.

Here is what we mean when we say SEO for attorneys:

  • To analyze your law firm’s online footprint
  • To take certain actions so that your law firm stands out in the competition
  • To reap the benefits of higher visibility, leading to more growth, customers, and leads after successfully implementing your law firm SEO strategy

SEO as a marketing strategy is long term, and you will get more returns if you invest in a dynamic, long term internet marketing strategy. This guide is meant both for the attorney who has undertaken an SEO campaign or has hired a professional SEO company specialized in lawyers. It will give you the information that you need with regards to attorney SEO marketing.
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Nothing could be further from the truth when people say search engine optimization (SEO) begins and ends in strategic keywords.

Inserting relevant keywords to your web content may help search engines understand your page’s intent, but there are a lot more components to SEO:

  1. Website optimization
    Mark up your website with the relevant title tag, meta descriptions, header, URL, content, and image, which helps Google to index your website content in the right manner. Think of the way a librarian may sort a stack of books by the call numbers. Google does the same by using the attributes to your site’s designation to file your website and store it in the right location so the users can easily find it.
  2. Navigability
    It can be frustrating to visit a website only to be confused and not be able to find your way around. With so many options, people simply refuse to bother with such websites. This is the last thing you want for your website. Just as good eye contact or a firm handshake is crucial to a first time consultation, first impressions also matter for a law firm website design.
    How do you expect a potential customer to trust you if you fail to offer a good first impression? The time spent on your website by potential customers on each page and the number of times people click on your website only to press the “back” button immediately (aka bounce) are all factors that affect your SEO.
  3. Content
    If your content is relevant, informative, and updated regularly, it will attract users to your website. Search engines are more advanced now and cannot be fooled by a long list of targeted keywords. The only content that is worth creating are ones that are authentic and useful while still incorporating relevant keywords.
  4. Backlinks
    Search engines crawl through the websites and read the information quickly. When crawling a website, search engines quickly jump from one page to the other via links.
    By having other websites include your company’s page link, the search engine will track it back to you and will improve the SERPs ranking. Another reason why it is essential to link internally is because of the value of the links and spreading link juice throughout your website.

SEO centers around the architecture and structure of your website design, your web page content, and link profile. While you can directly address your customers’ needs through keywords, you also need website navigation for users and search engines so that your content can be easily shared on social media. With SEO, search engines can easily highlight your webpage to others who are searching for similar information.

By using keywords relevant to your practice and city name, it will give you a better chance of ranking at the top of SERP (search engine results page).
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SEO will help your law practice reach out to a wider base of clientele. However, SEO is more than just sprinkling keywords. You can find out where you need to target your SEO strategy by conducting an internet marketing analysis.


When your website is intuitive and easy to navigate, it will engage your users and enhance your SEO. Here is how you can analyze the navigability of your website for several factors:

  • 400 errors or dead ends
  • Backlinks
  • External links
  • Internal links
  • Content organization
  • Word count


If there is a crime scene in Los Angeles, would you check out lawyers in Canada? You limit your search to your geographic location. This is why local search is important.
Let me show you 3 important reasons why investing in local SEO is necessary for lawyers.

But before we get into that, let’s have a look at some statistics.

  • According to Google, 46% of all searches have local intent.
  • 40% of all mobile queries and 20% of search queries are for local businesses.
  • 50% of all online searches are followed up by a visit.
  • 97% of individuals search the internet for local businesses.

3 reasons why you should invest in local SEO

  1. Follow the Trend
    Online advertising is a trend your business cannot afford to miss. Almost everybody searches the internet for any business query. It makes sense for you as a lawyer to stay active online and have a presence. Your visibility online is directly proportional to how active you are on the platform.
  2. Increase Your Reach
    When you have a high local SEO rank, your firm will get a high quantity of free traffic. By having a large number of potential clients coming in search of your service, it won’t be long before you are able to convert the leads to business.
  3. Get Results Fast
    The competition is tough out there. You can’t expect to rank overnight in the global or international front. The good news is, it is relatively easy for lawyers to be able to rank high in local SEO simply because there is not a lot of attorneys who do so.

law firm search engine optimization


You can analyze the results of your website as a performance indicator to set goals. With the help of Key Performance Indicators(KPIs), you will be able to determine the overall quality of your SEO strategy. You can analyze your link profile and navigational structure of your website with KPIs, both of which affects your online visibility and search engine ranking.

Here are some steps to help you analyze your performance on internet marketing:


  1. Find Your Strategy
    Simply publishing your website and hoping for the best won’t amount to anything. Your best option is to come up with a laser-focused internet marketing strategy.
  2. Make Use of Tools
    Make use of Keyword Planner, Google Analytics, SEMrush, AHREFS, and a whole range of tools that can give you possibly any kind of SEO related information that you need. You can now assess the number of people who visit your website and in what way they find you. SEMrush is my favorite by the way.
  3. Link Analysis
    Broken links or links to non-authoritative sites will not do you any good. Authority links matter. Google is well aware that it takes a village to be well-informed. This is why authoritative sites are the surest way to signal Google that the information on your website is well researched and talks about relevant topics.