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SEO for Personal Injury Lawyers: The Proper Way To Drive PI Lead Generation

Personal Injury Lawyers SEO is not simple, everybody knows that! But what not many of your fellow attorneys know is that there is a very straightforward method to get your law firm ranking on page one of Google’s SERP (search engine results page).

In this article, we will show you how you can beat your competitors and outrank them for your personal injury practice.

Let’s start laying the roadmap to a successful SEO campaign with your number one sales representative online, your website.

Optimizing your law firm’s website

You need to make sure that your website is in optimal shape since this is the place where your prospects will decide if they will contact you or someone else.   A thorough website audit needs to be done to determine whether or not you need to make minor changes or if you need to build a new website. 

Some of the most important factors that an SEO Agency needs to check for a personal injury lawyer’s website are:

  • Is the website mobile-friendly?
  • Page load speed
  • Indexability issues
  • Crawlability issues
  • Broken links
  • User Experience
  • Meta Data
law firm web design
SEO for Personal Injury Lawyers

Find the right keywords for Personal Injury Practice Lawyers

Researching and picking the right keywords for your personal injury SEO is an essential part to starting your SEO campaign. This will help you set a compass for your SEO strategies as far as content creation, link building, and on-page optimization. We recommend that you invest as much time as needed in this process, to avoid wasting time ranking for keywords that will not bring any traffic to your law firm’s website. 

Use tools like Moz’s Keyword Explorer or Google Trends to find out what people are actually looking for in your niche so that you can create content around those queries and rank for as many of them as possible.

Pro Tip: read our latest blog on how to dominate the legal market with SEO

Local SEO for Personal Injury Attorneys

Local search is a huge opportunity for your law firm to start getting recognized locally. You will be able to rank faster for geo-targeted keywords that combine your practice with your city (“personal injury attorney dallas”) or state (“personal injury attorney texas”) than with a broader, more competitive term such as “personal injury attorney”. 

Start your Local SEO with Google My Business

As Google clearly explains on their support page:

“Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. To help customers find your business, and to tell them your story, you can verify and edit your business information.”

The first action towards optimizing your PI firm’s local SEO foundation is to claim and optimize your listing on Google My Business.

For your Google My Business listing to “go live” you’ll have to go through Google’s simple verification process. Google will mail you a postcard to your office’s registered address 5-10 days after you submit your business information.

After GMB you Need to Work on Local Citations

Perfect! You’ve started your local SEO journey and now that you’re on google maps and google’s local pack, you need to reinforce that work with citations.

What are citations?

Citations are business listings on a directory. These directories belong to a local search ecosystem that help Google and other search engines confirm that your business is legitimate. Google compares your NAP (name, address, phone number) across all of your citations, looking for consistency in that information. 

Some of the most popular citation websites/apps are Yelp, Facebook, Foursquare, Citysearch, Tripadvisor, but you can find geo-specific directories and even industry-specific ones that your competitors have not even considered. You can use Whitespark to find these golden eggs and be a step ahead of your PI competitors.

Online Reviews for Personal Injury Lawyers

Online reviews are an absolutely essential part of your Personal Injury SEO. They help your business’ reputation and turn prospects into actual clients.

One study has found that 88% of surveyed consumers trust online reviews as much as a personal recommendation, and 72% of consumers say positive reviews will make them trust a business more.

Don’t be shy. Start asking current and past clients for a review on social media and post them on your website. Doing this will allow you to use the Review Schema Markup and help Google read that information and display it when you show up in a high position. Feel free to use our Review Schema Markup Generator and get ahead of your competition.


Personal Injury Lead Generation through SEO is one of the best ways to grow your business in the long term. It might not start making your phone ring immediately, since SEO takes time, but once you start ranking on page one and even on position one for those PI keywords, organic traffic will start coming. That’s why your website needs to be ready for the best user experience. 

If you feel like this is too much work and you simply don’t have the time or experience to implement an effective SEO strategy, you can always hire a digital marketing agency like 12AM. We’re one of the best digital marketing agencies in Dallas and have years of experience in the industry.

Give us a call and schedule a free consultation today! 

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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