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5 Lawyer SEO Tips Everyone Should Use

SEO can dramatically improve how high up the SERP (Search Engine Result Page) your website will show, simply by making your site more visible to the “bots” which crawl the web and index your site.  The better these bots understand your site and what search terms should link to your site, the better off your PageRank and organic placement will be in relevant search results.

Having a hard time ranking your law firm on Google? In this article, we will share the top 5 lawyer SEO tips everyone should use in their firm.

  • Write down the keywords you want to go after
  • Research and narrow down the list of keywords.
  • Apply on-page optimization around the selected keywords 
  • Work on a strong backlink strategy
  • Step away from black hat SEO
law firm seo tips

Write down the keywords you want to go after

Think of the services that your law firm offers, the city your office is in, and don’t forget the fact that you’re a lawyer or law firm. Make a list of 20-25 keywords and then continue with the keyword research.

Research and narrow down the list of keywords

Use tools like Spyfu or Neilpatel to do your keyword research and find their estimated monthly volume, SEO difficulty, expected CTR, and then narrow down your list to start with the least competitive terms. The legal industry is a very competitive one in SEO, so you need to pick your fight the smart way.

Apply on-page optimization around the selected keywords

After having a clear list of keywords, then it's time to optimize your website to create content and add metadata with those keywords in your titles, descriptions, and images. We went more in-depth on this matter in The Simple How-To-Guide for Law Firm SEO

Work on a strong backlink strategy

This is one of the hardest parts of SEO when done the right way. It sounds weird, but let me explain. The more your site is linked to from “good” websites, the better your web page will rank. By good, we mean sites that have a good reputation, low spam score, and a good PageRank. These links are hard to get, and that’s why some people either don’t work on building a backlink profile for their law firm or they choose the easy way; Black Hat SEO.

black hat SEO lady

Step away from black hat SEO

To put it simply, black hat SEO are practices that are used to increase a site or page's rank in search engines through means that violate the search engines' terms of service. Many techniques fall into black hat SEO, but the most harmful ones are:

  • Doorway Pages
  • Keyword Stuffing
  • Guest Posting Networks (GPNs)
  • Pages with malicious behavior, such as phishing, viruses, trojans, and other malware
  • Automated Queries to Google
  • Cloaking

Search engines will downrank your results, and possibly even temporarily remove you from their results, so as appealing as it may sound to rank fast, it’s not worth the risk.

Hire a Professional Law Firm SEO Company

Follow these simple tips for your law firm SEO and improve your website, leading to increased traffic and lead generation. Feel free to contact us for a free consultation and let us help your business succeed.

How do we get started?

Reach out

It all starts with a phone call or email to one of our experts. Let us show you how we see the future of your business and engineer your success


Once we know your goals and where you see your business in the future we put together a plan. Essentially a step by step guide towards success.


Start seeing actual results – rank better, have better optimized processes, pass your competitors and become a digital marketing leader for your industry.

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