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13 “MORE” SEO SPECIALISTS Share Their Best Tips for Lawyers


This is the question we posed to more than 50 SEO specialists who have done SEO for lawyers. Their answers will provide you with good direction whether you're formulating your own law firm SEO strategies or just looking for general advice. If you want to improve your own website rankings or your clients' website listings in the search engines, then this expert Q&A roundup is what you're looking for. Enjoy and share it with others. Thank you!


I recommend studying your Google Search Console data and focusing on tactics that will have the most impact in your high priority practice areas. There is a tremendous amount of useful information in GSC. Use it to improve your search results and your lead generation.


To start with, I'd make sure their site is local SEO'd to the max. Local SEO is a very simple thing to do, so will only take them three minutes to complete. My second tip is to create 4000 pages of the same content but change it slightly to target specific geographical areas. Example: create a page that targets the term "Lawyers for sex offenders in Florida" this term is low competition with 6000 searches a month! Bingo! Create the page and gather up the leads. My final tip is to create resourceful content that people want. A guide on "how to get off a murder charge" or "legal advice for animal sex perverts" spring to mind as popular content that will get people linking and sharing like mad.


Look beyond technical legal content. Previously, I worked as an in-house SEO at a law firm and at the time, we did not have a technical legal writer, so we focused on entertaining legal and personal injury-related pieces such as "10 Texting While Walking Accidents Caught on Video. "Here is an action plan:
1. Propose 5-10 possible topics.
2. Analyze potential blogs to target during outreach to see if they reference external articles with links (in this example, we targeted sites that post outrageous videos).
3. Quickly identify if the niche you are targeting is not viable. For example, mommy bloggers typically have a clear business model and will not meritoriously link out without payment, so you need a budget to target this niche.
4. Start with 100 outreach actions which include blogs, social media accounts with a large following, and relevant communities, such as Reddit.
5. If posting in relevant communities such as Reddit, you need to first establish yourself by contributing to the group instead of simply promoting your content.


I would first check the firm's competitors, check what keywords they are targeting, and work backwards from the competitor's most shared content to their backlinks. I would improve further the value being presented by the client website by using social media as a platform to increase social validation and followers, and then I would create a weekly podcast where the client will answer questions about law. Value = Service.


Remember that it's not about you. This can be difficult, but the people who are coming to your site don't want to be hit with information about where you went to law school and how many awards you have. Instead, focus on their needs. When someone comes to your site, they're looking for information to help them—to solve their problems. They're overwhelmed and in search of someone who cares and connects with them, so use your site as an entry point to build upon an educational, trusting relationship with them.


My number one tip would be [that] your on-site SEO is taken care of. I would focus on local citation building—this is the building of your listings within high-quality niche-specific directories that do not necessarily link to your website. Why are these important? The value of your business being mentioned with the presence of NAP (name, address, and phone) means that Google sees your business as a legitimate one within the right directory. The more mentions of your business within these directories, the better you will rank in local rankings. The thing to remember here is that even though links are important for SEO, these citation listings do not need to have links, as Google views them differently than how it views normal website links. Also, do not forget the local directory site within your local area


My #1 tip would be to answer questions and solve the problems your prospective clients have using content. Maybe that means creating on-site content that's worth linking to and sharing socially, or maybe it involves doing guest posting that drives links back to the relevant content on your site. Not only will this support both your SEO and content marketing campaigns, it'll make the people who do encounter your content trust you enough that they'll hire your services (or keep you in mind for future projects).


The number one tip I'd give an attorney looking to rank in Google is to first take the time to evaluate the competition in your local area and do your keyword research homework. Finding a bunch of keywords with less competition, but enough search volume, will likely lead to more success than swinging for the fences and trying to rank only for "Personal Injury." I'd recommend tools like SEMrush and Google Adwords to start.


The most important aspect will be localized SEO and getting your results into the local 3 pack. That means getting your NAP (name / address / phone number) accurate and consistent throughout the many different localized search and citation services (there are many tools out there to help you with this, such as Moz Local) and making sure you create a simple and easy way for your customers to review you online. Finally, make sure your content is localized to your market. Identify the problems occurring in your neighborhood and address them with your content vs focusing on national or international issues.


Marketing your law firm can seem like a daunting task. If I had one suggestion for attorneys to take advantage of that would bring them results, it would be to create useful and substantial content based on frequently asked questions their firm gets. Start by asking yourself and your staff what questions people ask and make a list of these questions. Then brainstorm the related topics and answer these in a substantial and informative matter better than anyone else has done so far. Write the content in a way that represents your brand and the way you want your firm to be displayed online. Think of it as a part of your personal reputation. Once this content is written you can post it on your website, optimize it, and make it visually appealing. The key, however, is to not stop there. One of the added benefits to doing this is that the content can be re-purposed. When potential clients email you or you have calls with people that don't turn into clients, you can collect their email address and send them the information. This also acts as a positive brand building experience for your firm while increasing your visibility in the search engines. Useful content like this can also be re-purposed for email newsletters or videos!


Have a plan to execute, which is different than an SEO plan. We do way too many consultations where the attorney says they are going to blog regularly, and then doesn't write a blog for months. Or promises to track where intakes come from, but makes no changes to their processes. Or makes it a goal to double the number of Google reviews, but never puts anything in place to ask more clients. SEO has very few secrets. It is about implementation and consistency. And implementation and consistency is directly tied to accountability. Take the extra five to ten minutes to form an execution plan, that includes accountability measures, so that ideas become tangible progress.


Claim and fully complete your Google My Business listing and fill out all the details. This is your first step to showing up for relevant business searches in local, the more complete the more likely everything else will back it up and get you search results.
1. Business name = what is on your business license, not Car Accident Lawyer or some other practice area fill phrase.
2. Address = if in a suite or other space, make sure to list it as part of the address.
3. Phone = that location's main line that is answered by are receptionist or intake person.
4. Hours = actual hours someone can walk in and talk to someone, not 24-7 unless you have people there 24-7.
5. Category = as specific as you can get. If you are a personal injury firm, then personal injury; criminal would be criminal defense, etc.


With how localized the Google landscape has become, I would recommend focusing on both building local links, and creating local content that's focused on setting the law firm up as an expert in its niche / areas that it serves. There are a ton of local publications and blogs (this varies, depending on the city) that the attorney can reach out to and build a relationship with, which could lead to partnering on content, a column, Q&As, or other content to generate links/traffic back to the firm's site. Links are definitely not a dead thing, regardless of what Google says. Obviously, getting links from larger, national publications will be beneficial, but I think a strong local play is needed first and foremost, as that's where their immediate market will most likely be. There is also content that can be created on their own site to promote and earn links. The goal here would be to establish them as a "go to" resource for people who may be experiencing legal trouble and looking for advice, and hopefully convert them into clients.

Chris Dreyer

Chris Dreyer is the Founder & CEO of, which provides SEO (search engine optimization) services to lawyers, to help them obtain more clients, cases and revenue. To learn more, visit or email Chris at

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Filed Under: Featured StoriesPersonal Development

About the Author: Chris Dreyer is the Founder & CEO of, which provides SEO (search engine optimization) services to lawyers, to help them obtain more clients, cases and revenue. To learn more, visit or email Chris at

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