The Ultimate Guide to SEO for Lawyers: Dominate Search Results in 2023
The most comprehensive resource for attorneys looking to master search engine optimization. Proven strategies, step-by-step implementation guides, and real case studies to help your firm outrank the competition and attract more qualified clients.
of people seeking legal advice start with a search engine
of users never scroll past the first page of search results
higher conversion rate for organic search traffic vs. paid ads
average cost per click for competitive legal keywords
of the buyer's journey is now done digitally
average ROI from organic search after 12 months
Why SEO is Critical for Law Firms in 2023
In today's digital landscape, having a strong online presence isn't just an option for law firms—it's essential for survival and growth. With 96% of people seeking legal advice starting with a search engine, your firm's visibility in search results directly impacts your client acquisition and revenue.
But the legal industry has one of the most competitive online landscapes, with law firms spending an average of $8,000 to $20,000 per month on SEO. Despite this investment, many firms fail to see results because they're using generic strategies that aren't tailored to the unique challenges of legal marketing.
What Makes Legal SEO Different?
Legal SEO requires specialized knowledge and strategies because of several unique factors:
- High-value keywords with extreme competition — Some legal keywords cost $500+ per click in PPC campaigns, making organic rankings extremely valuable
- Google's E-E-A-T standards — Legal content is considered "Your Money or Your Life" (YMYL) content and is held to higher standards for Experience, Expertise, Authoritativeness, and Trustworthiness
- Local search dominance requirements — Most legal services require local optimization for practice areas serving specific geographic regions
- Longer conversion cycles — Legal clients often research extensively before contacting a lawyer, requiring sophisticated content strategies
- User intent complexity — Searchers may be at different stages of the legal process, from information gathering to urgent need for representation
"The firms that dominate search results aren't necessarily the largest—they're the ones with the most strategic approach to SEO that addresses these unique challenges."
Legal Industry Search Statistics
86% of people use Google to find legal services
74% of consumers visit a law firm's website before taking action
Legal searches increased by 27% during the pandemic and continue to rise
Websites on page 1 of Google receive 91.5% of all traffic
31% of all law firm website traffic comes from local searches
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Key Benefits of SEO for Law Firms
Sustainable Client Acquisition
Unlike paid advertising that stops generating leads when you stop paying, SEO builds a sustainable pipeline of client inquiries that continues to deliver results over time, with increasing ROI as your rankings improve.
Higher Quality Leads
SEO traffic has significantly higher intent than other channels. When someone searches for "best personal injury lawyer near me," they're actively looking for your services, leading to higher conversion rates and better quality cases.
Lead Quality by Channel
Practice Area Authority
Strategic SEO establishes your firm as the leading authority in your practice areas. When potential clients see your firm consistently ranking at the top of search results, it builds trust and credibility before they even contact you.
Impact on Case Acquisition by Practice Area
| Practice Area | Avg. Search Volume | Competition | Conversion Rate |
|---|---|---|---|
| Personal Injury | 450,000 | Very High | 2.8% |
| Family Law | 275,000 | High | 3.2% |
| Criminal Defense | 320,000 | High | 2.5% |
| Estate Planning | 180,000 | Medium | 3.5% |
| Immigration | 230,000 | Medium | 3.7% |
| Bankruptcy | 150,000 | Medium | 2.9% |
Competitive Advantage
While many law firms are still relying on referrals and outdated marketing tactics, firms that master SEO gain a significant competitive advantage in their market, often claiming a disproportionate share of new client inquiries.
Law Firm Market Share by Marketing Channel
Legal Keyword Research: A Step-by-Step Guide
Effective keyword research is the foundation of successful SEO for law firms. It's not just about finding the most searched terms, but identifying the right balance between search volume, competition, and user intent.
Step 1: Identify Your Core Practice Areas
Begin by listing all your practice areas and legal services. For each practice area, create a list of seed keywords that potential clients might use when searching for these services.
Example for Personal Injury Practice:
- personal injury lawyer
- car accident attorney
- slip and fall lawyer
- workplace injury compensation
- medical malpractice attorney
Step 2: Expand Your Keyword List
Use keyword research tools to expand your initial list. Look for:
- Long-tail variations (keywords with 3+ words that are more specific)
- Question-based keywords (how, what, when, where, why)
- Local keywords (city, county, neighborhood + service)
- Informational keywords (guides, how-to, process, steps)
- Comparison keywords (best, top, vs, compare)
Recommended Keyword Research Tools:
- Ahrefs Keywords Explorer — Best for comprehensive keyword data and competitive analysis
- SEMrush — Excellent for discovering competitor keywords and content gaps
- Google Keyword Planner — Free tool that provides search volume data
- AnswerThePublic — Great for finding question-based keywords
Step 3: Analyze Keyword Metrics
For each keyword, analyze these key metrics:
- Search Volume — How many people search for this term monthly
- Keyword Difficulty — How hard it will be to rank for this term
- Cost Per Click (CPC) — Higher CPCs often indicate more valuable keywords
- SERP Features — Look for featured snippets, local packs, and other opportunities
- User Intent — Is the searcher looking for information, a specific service, or comparing options?
Step 4: Group Keywords by Intent and Funnel Stage
Organize your keywords based on the user's intent and where they are in the client journey:
Awareness Stage
- "what to do after car accident"
- "how long to file personal injury claim"
- "do I need a lawyer for divorce"
- "how to contest a will"
- "symptoms of medical malpractice"
Consideration Stage
- "best personal injury lawyers"
- "divorce attorney reviews"
- "experienced medical malpractice lawyer"
- "how much does a bankruptcy lawyer cost"
- "estate planning attorney near me"
Decision Stage
- "car accident lawyer free consultation"
- "hire divorce attorney [city]"
- "top rated personal injury law firm"
- "Schedule bankruptcy lawyer appointment"
- "family lawyer fees [city]"
Step 5: Prioritize Keywords for Content Creation
Create a content calendar based on your keyword research, prioritizing:
- High-value service keywords for your main practice area pages
- Long-tail keywords with lower competition for faster wins
- Question-based keywords for FAQ and blog content
- Local keywords for city-specific landing pages
Pro Tip: Competitor Analysis
Analyze the keywords your top-ranking competitors are targeting. Tools like Ahrefs and SEMrush allow you to see exactly which keywords are driving traffic to their websites, revealing valuable opportunities you might be missing.
Sample Keyword Research for Personal Injury Practice
Main Service Keywords
| Keyword | Volume | KD | CPC |
|---|---|---|---|
| personal injury lawyer | 27,000 | 87 | $120 |
| car accident attorney | 18,000 | 82 | $145 |
| slip and fall lawyer | 5,400 | 75 | $95 |
Long-Tail Opportunities
| Keyword | Volume | KD | CPC |
|---|---|---|---|
| how much is my car accident claim worth | 1,300 | 65 | $85 |
| personal injury lawyer no win no fee | 880 | 58 | $75 |
| best personal injury lawyer for back injury | 390 | 42 | $65 |
Local Keywords
| Keyword | Volume | KD | CPC |
|---|---|---|---|
| personal injury lawyer Chicago | 2,900 | 76 | $130 |
| car accident attorney Miami | 1,900 | 72 | $125 |
| Los Angeles slip and fall attorney | 720 | 68 | $110 |
On-Page SEO Optimization for Lawyers
Page Structure Best Practices
Legal E-E-A-T Content Requirements
Legal content is considered "Your Money or Your Life" (YMYL) content by Google, which means it's held to higher standards for Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).
Experience
Demonstrate first-hand experience handling the legal matters you discuss. Include case results, testimonials, and specific examples.
Expertise
Showcase your legal qualifications, certifications, education, and specialized knowledge in your practice areas.
Authoritativeness
Build authority through recognition, awards, publications, speaking engagements, and citations from other authoritative sources.
Trustworthiness
Ensure content accuracy, provide clear disclaimers, display credentials, and maintain a professional website with proper security.
E-E-A-T Implementation Checklist
Detailed attorney bios and credentials
Include education, bar admissions, certifications, awards, and experience
Case results and success stories
Share specific outcomes (with client permission) and statistics
Verified client testimonials
Display reviews from Google, Avvo, and other trusted platforms
Content authored by attorneys
Have articles written or reviewed by legal professionals
Clear legal disclaimers
Include appropriate notices that content is for informational purposes only
Citations and references
Link to relevant legal statutes, cases, and authoritative sources
Technical SEO Fundamentals for Law Firms
Mobile Optimization
Over 60% of legal searches now happen on mobile devices. Google uses mobile-first indexing, meaning the mobile version of your site is the primary one used for ranking.
Mobile Optimization Checklist:
- Use responsive design that adapts to all screen sizes
- Ensure text is readable without zooming
- Make buttons and links large enough to tap easily
- Implement click-to-call functionality for phone numbers
- Test your site using Google's Mobile-Friendly Test
Page Speed
Page speed is a direct ranking factor and critical for user experience. Legal websites often suffer from slow load times due to excessive plugins, large images, and poorly optimized code.
Speed Optimization Tips:
- Compress and properly size all images
- Minimize HTTP requests by combining CSS/JS files
- Utilize browser caching for returning visitors
- Enable GZIP compression on your server
- Use a Content Delivery Network (CDN)
Schema Markup
Schema markup helps search engines understand your content better and can generate rich snippets in search results, improving visibility and click-through rates.
Essential Schema Types for Law Firms:
- LocalBusiness & Attorney - For firm information
- Person - For attorney bios
- FAQ - For FAQ sections
- Review & AggregateRating - For testimonials
- Service - For practice areas
SSL & Security
HTTPS is a ranking factor and essential for building trust with potential clients, especially for law firms that handle sensitive information.
Security Best Practices:
- Install an SSL certificate (HTTPS)
- Implement proper redirects from HTTP to HTTPS
- Use secure contact forms with CAPTCHA protection
- Keep CMS and plugins updated
- Add privacy policy and terms of service pages
Core Web Vitals
Google's Core Web Vitals measure real-world user experience and are critical ranking factors focusing on loading performance, interactivity, and visual stability.
Core Web Vitals Explained:
- LCP (Largest Contentful Paint) - Load time of main content
- FID (First Input Delay) - Responsiveness to user interaction
- CLS (Cumulative Layout Shift) - Visual stability of elements
- Use Google PageSpeed Insights to measure these metrics
- Optimize based on specific recommendations
XML Sitemap & Robots.txt
Properly configured sitemaps and robots.txt files help search engines discover and index your content efficiently.
Implementation Guidelines:
- Create comprehensive XML sitemaps
- Include all important pages, but exclude low-value pages
- Submit sitemaps to Google Search Console
- Use robots.txt to guide crawlers away from unnecessary pages
- Block admin areas and duplicate content
Technical SEO Audit Tool
Our free technical SEO audit tool for law firms checks for over 200 technical issues that could be affecting your website's performance. Get a comprehensive report with prioritized recommendations.
Content Strategy for Law Firms
Content Pillar Strategy
A content pillar strategy organizes your content around core practice areas and topics, creating a comprehensive resource that establishes authority and improves search visibility.
Example: Personal Injury Content Pillar
Pillar Page (Main Hub)
Comprehensive Guide to Personal Injury Cases
Sub-Topics (Cluster Pages)
- • Car Accidents
- • Slip and Fall
- • Medical Malpractice
- • Workplace Injuries
- • Product Liability
Supporting Content (Blog Posts)
- • 10 Steps After a Car Accident
- • How to Document Slip and Fall Injuries
- • Types of Medical Malpractice Claims
- • Workers' Comp vs. Personal Injury
- • Statute of Limitations for Injury Cases
Benefits of Pillar Content Strategy
Establishes Topical Authority
Comprehensive coverage signals expertise to Google
Improves Internal Linking
Creates natural linking patterns that boost SEO
Enhances User Experience
Makes it easier for potential clients to find relevant information
Targets Different Search Intents
Addresses informational, navigational, and transactional queries
How to Implement
- 1
Identify 3-5 main practice areas to focus on
- 2
Create comprehensive pillar pages (2000+ words) for each area
- 3
Develop 5-10 sub-topic pages that link to the pillar
- 4
Create supporting blog posts that link to sub-topics
- 5
Link related content together with contextual internal links
Content Creation Services for Law Firms
Our team of legal content specialists creates expert-level content optimized for both search engines and conversions. All content is written or reviewed by licensed attorneys.
Content Package Options
- Starter (4 posts/mo)$1,500/mo
- Growth (8 posts/mo)$2,800/mo
- Premium (12 posts/mo)$3,900/mo
- Custom content strategyContact us
Local SEO for Lawyers: Dominate Your Geographic Area
For law firms serving specific geographic areas, local SEO is often the most valuable marketing channel. Here's how to dominate local search results:
1Google Business Profile Optimization
Your Google Business Profile (formerly Google My Business) is the foundation of local SEO success and critical for appearing in the "Map Pack."
GBP Optimization Checklist:
Claim and verify your profile
Complete the verification process via postcard, phone, or email
Select the correct primary category
Use "Law Firm" as primary and add relevant secondary categories
Complete all profile information
Add hours, services, attributes, and a complete business description
Add high-quality photos
Include office exterior/interior, team photos, and branded images
Create Google Posts regularly
Share updates, events, case results, and special offers weekly
Generate and respond to reviews
Implement a review generation strategy and respond to all reviews
Answer questions in the Q&A section
Monitor and answer all questions promptly
2Citation Building & Management
Citations are mentions of your business name, address, and phone number (NAP) on other websites. Consistent citations build trust with search engines.
General Citation Sources:
Legal-Specific Citation Sources:
Citation Management Best Practices:
- Ensure 100% consistency in NAP information across all citations
- Use a citation management tool to monitor and update listings
- Create a spreadsheet to track all citation sources and login credentials
- Prioritize quality over quantity (focus on authoritative directories)
3Location-Based Content Strategy
Creating location-specific content helps you rank for geo-targeted searches and demonstrates your expertise in local jurisdictions.
City/County Landing Pages:
Create dedicated pages for each city, county, or neighborhood you serve. Each page should include:
- Local jurisdiction-specific information (courts, statutes)
- Local case results and testimonials
- Area-specific statistics and data
- Maps and directions from notable landmarks
- Local community involvement information
Localized Blog Content:
Create blog posts that address local legal issues, news, and events:
- Local law changes and their impact
- Local court updates and procedure changes
- Analysis of local legal news stories
- Interviews with local officials or experts
Location-Specific Resources:
- Local court information and filing guides
- Area-specific legal resources and referrals
- Guides to local ADR options and services
4Review Management Strategy
Reviews are critical for both local search rankings and convincing potential clients to contact your firm.
Review Generation System:
- Create a standardized process for requesting reviews at case conclusion
- Use email and text message templates with direct links to review platforms
- Consider using review management software to automate follow-ups
- Create internal incentives for staff who collect reviews
Review Response Guidelines:
- Respond to every review, positive or negative
- Thank positive reviewers and mention something specific about their case (without violating confidentiality)
- Address negative reviews professionally and offer to resolve issues offline
- Never admit fault or discuss case details publicly
- Consider having responses reviewed for ethical compliance
Key Review Platforms for Lawyers:
Local SEO Ranking Factors for Law Firms
Proximity to Searcher
How close your office is to the person searching. Focus on ranking in a realistic radius around your location(s).
Google Business Profile Optimization
Complete profile, proper categories, regular posts, photos, and management of the Q&A section.
Review Quantity and Quality
Number of reviews, average star rating, recency, and response rate to reviews.
NAP Consistency
Consistent Name, Address, and Phone number across the web, especially on legal directories.
Local Content Relevance
Content that addresses local legal issues, courts, and jurisdiction-specific information.
Local Backlinks
Links from local news sources, chambers of commerce, bar associations, and community organizations.
Local SEO Audit Tool for Law Firms
Our specialized local SEO audit tool analyzes your firm's local presence and compares it to top-ranking competitors in your area. Receive a comprehensive report with actionable recommendations.
What The Audit Includes:
- Google Business Profile analysis
- Citation consistency check
- Review profile evaluation
- Local competitor analysis
- Localized content recommendations
Link Building Strategies for Law Firms
Why Backlinks Matter for Law Firms
Backlinks remain one of the most important ranking factors for law firm websites. They serve as "votes of confidence" from other sites, signaling to Google that your content is authoritative and trustworthy.
For law firms, backlinks are especially important because:
- Legal is a highly competitive niche with sophisticated SEO competitors
- Legal content is considered YMYL (Your Money Your Life) and held to higher standards
- Quality backlinks help establish the expertise and authority components of E-E-A-T
Backlink Quality Factors
Ethical Link Building Strategies
Legal Directory Listings
Ensure your firm is listed on all major legal directories with complete profiles:
Legal Content Marketing
Create high-quality, linkable content assets that naturally attract links:
- Comprehensive legal guides and resources
- Original research and data studies
- Infographics on legal processes or statistics
- Toolkits, calculators, and interactive resources
Legal Guest Posting
Contribute articles to reputable legal publications:
- Bar association publications
- Legal news sites and blogs
- Industry publications in your practice area
- Local business publications
HARO and Media Mentions
Become a source for journalists through Help A Reporter Out (HARO) and similar services:
- Respond quickly with valuable insights
- Focus on queries in your practice area
- Include a professional bio with your response
Scholarship Programs
Create a scholarship program that can generate .edu links:
- Design a relevant scholarship ($500-$2,500)
- Create a dedicated scholarship page
- Contact university financial aid offices
- Follow up and promote winners
Link Building Warning for Law Firms
Law firm websites are held to higher standards as YMYL (Your Money Your Life) content. Unethical link building can result in penalties.
Practices to Avoid:
- Buying links from link farms or networks
- Excessive exact-match anchor text
- Low-quality guest posting on irrelevant sites
- Comment spam or forum signature links
Ethics-First Approach:
- Focus on earning links through quality content
- Prioritize relevant legal and local sources
- Value quality over quantity
- Build relationships with relevant sites
Link Building for Different Practice Areas
Link Targets for Personal Injury Firms
Safety Organizations
Contact road safety organizations, workplace safety groups, and consumer advocacy organizations.
Medical Resource Sites
Create injury guides that medical resource sites might link to.
Insurance Information Sites
Contribute content about insurance claims processes and legal considerations.
Linkable Asset Ideas
Accident Statistics
Create visualizations of local accident statistics and trends.
Settlement Calculator
Develop an interactive tool that helps estimate potential settlement values.
Safety Guides
Create comprehensive guides on preventing common accidents.
Measuring Success: Analytics & Tracking for Law Firms
Key Performance Indicators
Track these essential metrics to measure the effectiveness of your SEO efforts:
Organic Traffic
Monitor overall traffic from search engines, with breakdown by practice area and location.
Keyword Rankings
Track positions for target keywords, especially those with high commercial intent.
Conversion Rate
Percentage of visitors who take a desired action (contact form, call, chat).
Cost Per Lead
Total SEO investment divided by number of leads generated.
Client Acquisition Cost
Total marketing spend divided by number of new clients.
Return on Investment
Revenue generated from SEO leads minus SEO investment, divided by SEO investment.
Tracking Tools & Setup
Essential analytics tools and proper configuration for law firms:
Google Analytics 4 Setup
- Configure practice area-specific goals
- Set up event tracking for calls, forms, chats
- Create custom dashboards for key metrics
- Implement UTM parameters for campaigns
Google Search Console
- Verify site ownership with all methods
- Submit sitemap and monitor indexing
- Set up regular performance reports
- Monitor impressions, clicks, and positions
Call Tracking
- Implement dynamic number insertion
- Record and review calls for quality control
- Integrate with CRM system
- Set up keyword-level call attribution
CRM Integration
- Sync form submissions directly to CRM
- Track lead source through entire client journey
- Measure client acquisition cost by channel
- Calculate client lifetime value by source
Reporting & Analysis
Effective reporting strategies to track progress and inform decisions:
Monthly Reporting Schedule
- Traffic & ranking analysis (1st week)
- Conversion & lead quality review (2nd week)
- Technical SEO audit (3rd week)
- Competitor analysis (4th week)
Essential Report Components
- Executive summary with key metrics
- Practice area performance comparison
- Conversion by traffic source
- ROI calculation & projections
- Action items for next month
Data-Driven Decision Making
- A/B test landing pages and CTAs
- Reallocate resources to high-performing practice areas
- Identify content gaps based on user behavior
- Refine targeting based on lead quality data
Pro Tip
Create a centralized dashboard that integrates data from Google Analytics, Search Console, CRM, and call tracking for a complete view of your marketing funnel.
Legal Marketing Analytics Dashboard
Our custom analytics dashboard for law firms combines data from multiple sources to give you a complete picture of your marketing performance and ROI.
Dashboard Features:
Compare traffic, leads, and ROI across practice areas
Monitor competitor rankings and visibility
Track leads from source to signed client
Calculate marketing ROI by channel and practice area
Real-World SEO Success Stories
See how law firms like yours have achieved dramatic results with our comprehensive SEO strategies:
Personal Injury Firm Dominates in Competitive Market
Organic Traffic Increase
352%
First-Page Keywords
84
Leads Generated
217/mo
ROI
780%
A mid-sized personal injury firm in Chicago was struggling to compete against larger firms with bigger advertising budgets. By implementing our comprehensive SEO strategy focused on hyper-local content and E-A-T principles, they now dominate local search results.
Solo Immigration Attorney Builds National Presence
Organic Traffic Increase
287%
First-Page Keywords
63
Leads Generated
94/mo
ROI
495%
A solo immigration attorney with a modest marketing budget was looking to expand nationally. Through targeted content clusters around visa types and immigration processes, along with strategic link building from legal directories, they now attract clients from across the country.
Multi-Practice Firm Increases Case Value
Organic Traffic Increase
176%
First-Page Keywords
112
Leads Generated
185/mo
Avg. Case Value Increase
67%
A multi-practice firm wanted to attract higher-value cases. By optimizing their content strategy to focus on complex, high-value practice areas and implementing advanced schema markup, they saw a significant increase in qualified leads and case value.
Results by Practice Area
Average results achieved by our law firm clients across different practice areas:
Client Testimonials
Michael R.
Smith & Partners, Personal Injury
"After struggling to compete with larger firms in our market, we implemented the strategies in this guide and saw a 215% increase in qualified leads within 6 months. Our ROI on SEO is now better than any other marketing channel."
Sarah T.
Thompson Law Group, Family Law
"The local SEO strategies transformed our practice. We now dominate the Google Map Pack for family law searches in our city, and we're getting more high-value divorce and custody clients than ever before."
David M.
Martinez Criminal Defense
"We were skeptical about SEO at first, but the content strategy in this guide helped us establish real authority in our practice area. Our website now ranks for over 300 criminal defense-related keywords, and we're signing 4-5 new clients weekly just from organic search."
Essential SEO Tools for Law Firms
| Tool | Best For | Key Features | Pricing | Legal-Specific | Rating |
|---|---|---|---|---|---|
| Ahrefs | Comprehensive keyword research and backlink analysis |
| $99-999 | No | 4.8 |
| SEMrush | All-in-one marketing toolkit with strong local SEO features |
| $119-449 | No | 4.7 |
| Clio Grow | Legal-specific CRM with marketing analytics |
| $49-109 | Yes | 4.6 |
| BrightLocal | Local SEO and citation building |
| $29-79 | No | 4.5 |
| Screaming Frog | Technical SEO audits and site crawling |
| £149/year | No | 4.6 |
Free SEO Tools
Google Search Console
Essential for monitoring indexing, search performance, and technical issues.
Google Analytics
Track website traffic, user behavior, and conversion data.
Google Business Profile
Manage your local presence and appear in map results.
Schema Markup Generator
Create structured data markup for your law firm website.
PageSpeed Insights
Test your website's performance and get improvement recommendations.
Law Firm SEO Tool Bundle
Get access to our custom toolkit designed specifically for law firms, including competitor analysis templates, keyword research databases, and local SEO checklist.
Recommended SEO Tool Stack for Law Firms
Beginner Stack (DIY Approach)
- Google Search Console & Analytics
- Google Business Profile Manager
- Ubersuggest ($29/month)
- Yoast SEO (for WordPress sites)
Estimated Monthly Cost:$29/month
Professional Stack (Serious Growth)
- All Beginner tools +
- SEMrush ($119/month)
- BrightLocal ($29/month)
- CallRail ($45/month)
- Screaming Frog ($149/year)
Estimated Monthly Cost:$205/month
Enterprise Stack (Market Domination)
- All Professional tools +
- Ahrefs ($399/month)
- Clio Grow CRM ($49/mo per user)
- Law Firm SEO Dashboard ($149/month)
Estimated Monthly Cost:$800/month
Not sure which tools are right for your firm? Schedule a free consultation with our legal SEO specialists.
90-Day SEO Action Plan for Law Firms
Follow this step-by-step implementation timeline to start seeing measurable results within 90 days:
Days 1-30: Foundation Building
Week 1: Audit & Setup
- Conduct comprehensive SEO audit
- Set up Google Analytics 4 & Search Console
- Install proper tracking codes
- Set up call tracking
- Benchmark current rankings and traffic
Week 2: Keyword Research
- Research primary & secondary keywords
- Analyze competitor keywords
- Map keywords to pages
- Identify content gaps
- Create keyword strategy document
Week 3: Technical SEO
- Fix technical issues from audit
- Optimize page speed
- Ensure mobile optimization
- Implement schema markup
- Create/optimize XML sitemap
Week 4: On-Page Optimization
- Optimize title tags & meta descriptions
- Update header structure (H1, H2, H3)
- Optimize internal linking structure
- Improve existing content for keywords
- Optimize image alt text and file names
Days 31-60: Growth Acceleration
Week 5: Content Creation (Part 1)
- Create content calendar
- Develop pillar content for main practice area
- Create/optimize attorney bio pages
- Develop case results/testimonial pages
- Create FAQ schema content
Week 6: Content Creation (Part 2)
- Create supporting cluster content
- Develop geo-targeted landing pages
- Create client resource pages
- Implement visual content (infographics)
- Begin publishing blog content
Week 7: Local SEO
- Optimize Google Business Profile
- Build citations on legal directories
- Implement review generation system
- Create local content
- Set up local schema markup
Week 8: Link Building Foundations
- Create link building strategy document
- Complete legal directory submissions
- Reach out to partners for cross-linking
- Set up HARO monitoring
- Create linkable assets
Days 61-90: Optimization & Analysis
Week 9: Advanced Link Building
- Begin guest posting outreach
- Respond to HARO queries
- Set up scholarship program (if applicable)
- Create relationships with legal bloggers
- Monitor backlink profile growth
Week 10: Content Expansion
- Develop content for second practice area
- Create additional supporting content
- Optimize conversion elements
- Add video content where appropriate
- Update existing content based on performance
Week 11: Conversion Optimization
- A/B test contact forms
- Optimize call-to-action placement
- Implement exit-intent popups
- Add testimonials to key conversion pages
- Optimize mobile conversion elements
Week 12: Analysis & Strategy Refinement
- Analyze 90-day performance data
- Identify highest performing keywords & content
- Refine strategy based on results
- Create next 90-day action plan
- Set new KPI targets
Need Help Implementing Your SEO Plan?
Our team of legal SEO specialists can handle every aspect of your law firm's search strategy, from technical optimization to content creation and link building.
Exclusive State Program
Our exclusive state program limits our services to one law firm per practice area per state, ensuring our full focus on helping you dominate your market.
- No competing with our other clients
- Full market coverage
- Complete digital marketing suite
Frequently Asked Questions
Have More Questions About Law Firm SEO?
Our legal SEO specialists are available to answer any specific questions about your firm's search marketing strategy. Schedule a free 30-minute consultation to discuss your goals and challenges.
Get Your Free SEO Audit
Discover how your firm's website stacks up against the competition and what opportunities you're missing. Our comprehensive audit includes actionable recommendations tailored to your practice areas.