Advanced SEO Strategies for Law Firms


The fact that more and more consumers are turning to the internet to find professional services has made competition between service providers fiercer than ever – and law firms are no exception to this trend. The fact that “google” has become a verb just goes to show how common it has become for people to use search engines to find what they are looking for. For this reason, search engine optimization – often referred to simply as “SEO” – has become a must for law firms that want to stay competitive

Law Firm SEO is the process of optimizing a website to improve its rankings in the search engine results pages (SERPs) for certain keywords. In a market as competitive and sophisticated as the legal market, it’s essential that law firms engage in advanced SEO strategies to outrank their competitors. Here are 4 advanced SEO strategies that law firms simply can’t afford to ignore.

Add Optimized Content on a Regular Basis

Regularly adding high-quality, optimized content can establish you as a thought leader in your area of law, increase your credibility with your readers, and improve your rankings for certain keywords. It’s imperative to understand, however, that search engines are becoming more and more sophisticated every day, and content optimization looks much different today than it did just a few years ago. Gone are the days where you could stuff keywords into a page or blog post and expect 1st-page rankings; these days, search engine algorithms reward “natural” language that is useful to users. Some of the content formats which law firms can use to add new, fresh content regularly include FAQ pages, blogs, and practice area pages.

Target the Right Keywords

It’s important to keep in mind that simply adding content for the sake of adding content is not likely to get you the results that you want. While it’s certainly true that keywords are less important than they were in the past, it’s still important to find out what your potential clients are searching for and generating content that is responsive to their queries. There is no shortage of tools that can allow you to engage in keyword research, but Google’s Keyword Planner is a good (and free) place to start.

Here are some general things to consider regarding keyword use for law firms:

  • Most people are searching for a specific type of lawyer in a specific location, so try and use keyword phrases that connect your geographic location with your practice area. Some examples of this include “Minneapolis bankruptcy attorney” or “personal injury lawyer in Denver.”
  • You can use your blog posts to target long tail keywords that may not generate enough search volume to justify using on your homepage or main practice area pages. You can use these posts to answer specific questions that potential clients are typing into Google, such as “do I need a lawyer for my first DUI” or “what does a divorce lawyer do?”

Engage in Link Building

Obtaining backlinks (links that point to your site) from highly-regarded and authoritative websites that have substantial traffic can significantly improve your SERP positioning. One of the best ways to get links to your site is to generate and share content on other sites. For example, guest posting on sites that provide consumers with legal information or providing quotes to news outlets or online publications often result in high-quality backlinks that will improve your search rankings. In addition, you can also submit your site to various legal directories that will provide a backlink.

Ask Your Clients for Reviews

Reviews are a significant factor when it comes to the SERPs. In addition, they can have a significant impact on potential clients who are looking for an attorney. In fact, according to research, 90 percent of consumers report that online reviews affect their purchasing behavior. For these reasons, it’s critical that you ask your happy clients for reviews and take steps to manage or mitigate any unfavorable reviews about your firm that may exist online.

Call Gorilla Web Tactics Today to Speak to a Law Firm SEO Expert

At Gorilla Webtactics, we know that every law firm is unique, which is why we provide custom marketing solutions for every client we take. We are a full-service agency and can handle all of your digital marketing needs, including web design, content marketing, on and off-site search engine optimization, pay-per-click advertising, and social media marketing. To discuss your law firm’s marketing needs with a qualified expert, call us today at (612) 470-9877 or contact us online.