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Law Firm SEO: The Simple How-to-Guide

We’ve created a simple how-to-guide for you to improve your Law Firm SEO. In Dallas, many law firms struggle with their SEO because they don’t have a structure to follow. In this post, you’ll learn what SEO is and how to implement a winning law firm SEO strategy in 5 simple steps.


1 - Pick the Right Law Firm SEO Keywords to Get Started


SEO for Law Firms can get very competitive, so if your Law firm is getting started in SEO, you shouldn’t try to rank #1 for the highly competitive Keywords. You should create content and structure your metadata using relevant keywords that might have lower search volume, but also has low competition. To analyze this information, you can list your main keywords and then use free tools like Ubersuggest to get detailed information about the monthly search volume, paid cost, PPC difficulty, and the SEO difficulty of these words. You will also get keyword suggestions on relevant terms that might have a lower difficulty rating.

Focus on those mid to low competition keywords and start building content around them.

Analyze your target audience and research how they look for your services. For the highest impact, choose commercially-inclined keywords that indicate the consumer is ready to start a conversation. 

Some examples of commercially inclined keywords are:

  • divorce lawyer near me
  • divorce lawyers for men
  • attorney for immigration near me
  • lawyer for car accident

2 - Research Your Competition

Once you have picked your Law Firm SEO Keywords, you need to compare your website to your competitors. Google’s Algorithm for ranking websites  is very complex and most of the metrics it uses are unknown, but we do know that there are factors that have a big impact on your organic ranking:


  1. Whether or not your website is secure (HTTPS vs. HTTP)
  2. Whether or not your website is mobile-friendly
  3. How fast web pages load on your site
  4. Whether a web page has the correct schema markup (a type of website code)
  5. The quality of your web pages’ content
  6. The length of your web pages’ content
  7. Presence of social signals that point back to your website
  8. Presence of quality backlinks that point back to your website
  9. Whether or not you have optimized images on your web pages

Keeping a close eye on how your law firm’s Website is performing vs your competition, is a game-changer in search engine optimization. You can contact us for a free consultation and we can run an SEO Audit on your website.

competitor research law firms

3 - Optimize your website for Search Engines

We’re sure you have already heard this, but it is really important that you build your website thinking not only about how your visitors will use it, but also how search engines will crawl it.

Make sure each page has a Title Tag and Meta Description that includes your keywords. Most websites you’ll see include an SEO plugin in the backend where you can enter in your page’s title and meta description. Most WordPress websites will use a free plugin like Yoast to get the job done faster.

Use heading tags, which give search engines more clues as to the structure and topic of your page. Do not use heading tags for emphasis. Each page should have ONE H1 tag, multiple H2 tags, and if you need them, a few H3 tags.

Ensure your key phrase—and variations of your key phrase—are used throughout your landing pages, but be careful and don’t overdo it.! Keyword Stuffing will affect your SEO. Your main keyword density should not exceed 2% of your page’s content. 


Here’s how to calculate Keyword Density:

Keyword Density =

(Number of words in copy) / (Number of times keyword appears in copy)

4 - Optimize your GMB (Google My Business) Account 

Google uses the data on your Google My Business page to display your law firm’s information:

  • Phone number
  • Address
  • Business hours
  • Average reviews
  • Specials, coupons, and updates (Google Posts)

To optimize your Google My Business page, do the following steps:

  • Choose the appropriate business categories on Google My Business.
  • Write a long (200–300 words), keyword-rich description for your business. Again, careful with keyword stuffing.
  • Include the correct NAP information (Name, Address, Phone number).
  • Add a link to your website 
  • Connect your social media and online review profiles
  • Add photos. Show pictures of your office, your employees, etc. Add as many photos as you can. 

5 - Pick the right SEO Agency

If you don’t have the time or knowledge in SEO to rank your Law Firm on page 1 in Google, we recommend you to hire a Digital Marketing Agency that specializes in Law Firm SEO. Here at 12AM Agency, we’ve worked with several local law firms, all of which have seen tremendous success after investing in SEO for lawyers. 

We will create a unique strategy based on our experience and on your Law Firm’s needs. We follow our own guidelines but modify them depending on how you are currently ranking and what your business goals are.

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.

Let’s Work Together

Get Your FREE SEO Audit

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