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What Is Legal SEO and Why is It Important For Your Law Firm?

Google and the rest of the search engines have the main objective: to crawl pages on the web, categorize them and index them for us to find the most relevant and useful results to our immediate necessity. Their algorithms crawl each page on your law firm website and do an exceptionally good job at understanding your content, but this is where legal SEO comes into play.

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What is legal SEO and why is it important?

What is Legal SEO?

Legal SEO, also known as law firm SEO, is the implementation of strategies, techniques, and even experiments to help Google and other search engines, like Bing and Yahoo! to better understand what each of your web pages’ content is about. The better you do this, the higher ranking you will get, therefore more prospective clients will be directed to your law firm website.

Why is Legal SEO Important?

In short, SEO is significant because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers.

Is Organic Traffic Important for my Law Firm?

Organic traffic is important to your law firm because it brings relevant and targeted visitors. If someone comes to your website from an organic result, then it means that your title and description were the most valuable answers to their query. You have more chances of converting from this type of traffic than some other traffic sources like Display Ads.

How do I rank higher on Google?

Legal SEO is all about ranking for the right keywords and generating valuable organic traffic to your law firm’s website. The higher you rank, the better CTR (Click Through Rate) and traffic volume you will get, but getting to position one or even to page one is not always easy, especially in the business of law.

Going through this checklist will guide you through the right path to rank on page one on Google:

  • Do proper keyword research
  • Get your website properly indexed
  • Rank locally on GMB and other popular local citations
  • Check on what your competitors are doing
  • Build links to your website

You can take a look at our Law Firm SEO Simple How-to-Guide to learn more about how you can get your law firm to rank higher on Google, but here's the TL;DR version:

Do proper keyword research

Before even starting to implement SEO on your law firm website, we recommend that you invest as much time as possible on proper keyword research. This will help you make data-driven decisions on what keywords to need to work on for the next 3-6 months. 

Get your website properly indexed

This is a more technical process in legal SEO, but a very important part of it. If your law firm website is not properly indexed on Google and the other search engines, then you might not even show up on Google.

Rank locally on GMB (Google My Business) and other popular local citations

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)

Having the same business information across the board helps your law firm show to Google that your business is legitimate and trustworthy.

Check on what your competitors are doing

Competitor research is fundamental to any kind of marketing strategy. It definitely helps your SEO to understand how your law firm is standing against the competition. Use tools like Moz, SEMRush or NeilPatel and find out what your competitors are doing.

Build links to your website

Link Building is hard to do, but is what will help you rank higher than your competitors. Backlinks are links to your website, from other websites. Consider this as a popularity contest. The more backlinks(votes) you have from reputable websites, the stronger your brand and business.

Let the best SEO Agency in Dallas help you succeed

Legal SEO is hard, especially if you have to manage your law firm and simply don’t have the time to work on it. That’s why we recommend you to hire the best SEO agency in Dallas 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 create unique strategies based on our experience and on your needs. We follow our own guidelines but modify them depending on how you are currently ranking and what your business goals are.

Feel free to contact us for a free consultation!

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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