Have you recently opened up your law practice? Well done! No matter how limited your resources are, you must already know that marketing is essential to your legal business. Profitable legal practice requires more than knowing what to do.

The first step is to develop a comprehensive marketing strategy that incorporates Search Engine Optimization (SEO).

In this article we’ll detail out everything you need to know about how to implement Law Firm SEO into your new business.


Why Does Your Law Firm Need SEO?

A successful marketing strategy has always included SEO. The competition has become more sophisticated than ever before, regardless of the product or service that you offer.

Using search engine optimization processes helps improve your online presence and ranking of your site in search engines. The more clicks your site receives, the more people visit it. Your number of clicks and visits allows users to find services or products that interest them.

Here are some benefits your law business can benefit from with SEO:

Targeted Keywords

The first step in optimizing your website and driving traffic is eliciting a list of phrases and targeted keywords corresponding to your services. Visitors use keywords to search for information on search engines to find important information, services, products, etc. You can optimize your website and drive more traffic by understanding these keywords.

Quality Content

To gather general material about legal counsel, potential clients often use search engines to find legal counsel. You may be able to decrease bounce rates and increase lead conversions by providing clients with high-quality, informative content.

A guest post, a blog, and social media are excellent methods of bringing relevant and detailed content to readers. Search engines can find your content faster if you include keywords.

Excellent Website Design and Structure

To keep visitors on your site long enough to convert them into customers, you need to provide them with an exceptional user experience. Because of this, a website that has a good design and structure is essential for search engine optimization.

Websites should be easy to use and have an appealing design. They should also be easy to navigate. To optimize user visits, you should present information clearly to make it easy for users to find answers on the site.


Types Of Law Firm SEO

There are some different SEO marketing tactics your firm could utilize. These could be on-page SEO, off-page SEO, and technical SEO. Read more about each below:

On-page SEO

On-page SEO refers to the different content you see on the front-end of any website. Use blogs, videos, white papers, or press releases on your website.

On-page SEO relies heavily on keywords and is one of the best ways to get any website to rank. When it comes to on-page SEO, the goal is to balance providing the correct information to search engines and not compromising what your customers see when they visit your site.

Off-page SEO

Off-page SEO relies a lot on backlinks. It’s a theory that’s been around since Google’s beginnings. It builds brand recognition and enhances domain authority. Let’s face it, ranking high on SERPs doesn’t come easy. Off-page SEO is probably just as important as SEO on-page.

Links from other websites don’t indicate that a website was popular, but other websites find them credible enough to link with them. Theoretically, pages with more links should rank better. There is also a way to weight backlinks based on how popular the site is that links to you. But wait, there’s more!

Technical SEO

Technical SEO is the process of optimizing your website and server to make it easy for search engine spiders to crawl and index your site easily. This process improves the efficacy of organic rankings. Generally, technical SEO makes changes to the website code. Any SEO improvement that does not fall into one of the two other categories falls under technical SEO.

You can define your SEO strategy by these three portions. However, depending on your business goals, you might not have the same need for some of these strategies as other businesses might.

To begin improving your firm’s search engine optimization, you must create a strategy. First and foremost, you should understand that you cannot create a plan on your own without the assistance of an expert. This SEO expert can help you identify which SEO strategy to focus on and which ones to forgo.


Why SEO Works Better Than Traditional Marketing Strategies

Unlike other types of online marketing, SEO is unique because of several factors. You must create high-quality, original content for effective use of SEO marketing campaigns. Use content for diving into the complexities of your niche in a very detailed manner. It may sound complex, but there’s no need to worry! With the right digital marketing ideas and experts for law firms, you’ll be able to create a killer content strategy.


SEO Best Practices For Law Firms

Thanks to the cut-throat competition in the digital marketing industry, there is no way your startup law firm can pass up the opportunity to optimize. Below are tips to boost this law firm’s marketing strategy and stand out among the rest of your competition.

Keywords For Your Law Practice

It is crucial to determine the keywords to help your ranking on SERPs. Use reliable tools to capture ones relevant to law firm SEO. We recommend starting in chunks and expanding your search terms to include related terms.

It would help if you used free or paid SEO tools to identify and optimize your keywords. Google, Semrush, Moz, and Ahrefs are among the most popular SEO tools.

Create High-Quality Content

Creating high-quality, high-value content can do wonders for your SEO efforts. Check out how having good content on your website is integral to your law business marketing efforts.

  • It is vital to add engaging and exciting content to your website because it helps increase your ranking
  • Provide useful facts about your area of expertise to potential clients and improve their user experience
  • Your blogs are a great way to deep-dive into keyword infusion on web pages. Applicable content lets you cover a variety of search queries, increase your online visibility, and improve your authority. When you publish good content, prospective clients find you online and are more likely to go through your site to check your credibility

Provide A Good UX

Many online tools are available to test your site’s screen compatibility and load speed to guarantee that your site provides your visitors with the very best experience. A modern website must at least meet, if not beat, speed tests and mobile compatibility requirements. People might disengage and click away if your website does not offer an optimized user experience. A website needs to be aesthetically pleasing, navigable, and intuitive.

Use Links Strategically

As we’ve mentioned before, linking is critical to SEO. As with on-page SEO, you need to use valuable internal and external links that help your website gain credibility in the eyes of search engines such as Google and Bing.

Improve your ranking so that:

  • Your users find it easier to move through the website and reach relevant information via internal links
  • You can boost your site’s domain authority via external links, making your website more visible

Lawyers.com and Avvo.com are trusted legal directories. You can further build links to your website by registering with such entities. Guest posting is an additional way to build high-quality backlinks.

Titles and Meta Tags Are Important

Metadata and title tags provide additional details about your online presence to prospective clients. Furthermore, they work according to SE algorithms and provide information to crawls about your website so that they can better rank it:

  • Title tags are HTML elements that indicate page titles. Use high-volume keywords in your content to increase visibility on SERPs with title tags
  • Metadata provides search engines with detailed information regarding your website


Best SEO Tools Online

As a startup law firm, you need all the help you can get. We recommend you use online SEO tools that could skyrocket the law firm’s marketing efforts. Check out our favorite ones below.

Ahrefs: Keyword Generator

Ahrefs is one of the most popular SEO tools, second only to Google. As the leading SEO analysis tool available, Ahrefs’ Site Audit feature is the number one choice among SEO experts.

Additionally, you may use this SEO tool to identify articles within your niche that are the most linked to, find broken links on your website, fix them, and understand which pages perform best.

Google Search Console

Google Search Console is a powerhouse for SEO and marketing tools. It’s accessible to everyone with a website. You can optimize how your website appears and what gets indexed with the help of this tool.

In terms of SEO, the tool helps you understand precisely how visitors view your website and allow you to make changes that can help improve rank, traffic, and conversions.


SEMRush has a “Domain Vs. Domain,” which is a prevalent analysis feature, as it allows you to compare your competitors’ websites to yours. You can compare keywords and domains if you are interested in gaining more insight into your site’s search data, traffic, or competitors.

It is effortless to monitor your rankings with the help of our On-Page SEO Checker tool. You can also find some suggestions on how you can improve the performance of your website.



Most consumers search exclusively online for an attorney, so ranking higher than a competitor whose SEO strategy is comprehensive requires more than keywords. Get in touch with us online or call (612) 470-9877 to learn how SEO can help clients find your law practice online. You can also request a free one-hour consultation with us.