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    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.

    96%

    of people seeking legal advice start with a search engine

    75%

    of users never scroll past the first page of search results

    15x

    higher conversion rate for organic search traffic vs. paid ads

    $200-$500

    average cost per click for competitive legal keywords

    67%

    of the buyer's journey is now done digitally

    212%

    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

    Download Full Report

    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.

    SEO ROI TimelineReturn on Investment
    First 3 months25-50% ROI
    Months 4-675-100% ROI
    Months 7-12150-200% ROI
    After 12+ months300%+ ROI

    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

    Organic SearchExcellent
    Direct ReferralsVery Good
    Paid SearchGood
    Social MediaFair
    Display AdsPoor

    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 AreaAvg. Search VolumeCompetitionConversion Rate
    Personal Injury450,000Very High2.8%
    Family Law275,000High3.2%
    Criminal Defense320,000High2.5%
    Estate Planning180,000Medium3.5%
    Immigration230,000Medium3.7%
    Bankruptcy150,000Medium2.9%

    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

    Traditional Ads
    15%
    Referrals
    20%
    Paid Search
    22%
    Organic Search
    43%

    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:

    1. High-value service keywords for your main practice area pages
    2. Long-tail keywords with lower competition for faster wins
    3. Question-based keywords for FAQ and blog content
    4. 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

    KeywordVolumeKDCPC
    personal injury lawyer27,00087$120
    car accident attorney18,00082$145
    slip and fall lawyer5,40075$95

    Long-Tail Opportunities

    KeywordVolumeKDCPC
    how much is my car accident claim worth1,30065$85
    personal injury lawyer no win no fee88058$75
    best personal injury lawyer for back injury39042$65

    Local Keywords

    KeywordVolumeKDCPC
    personal injury lawyer Chicago2,90076$130
    car accident attorney Miami1,90072$125
    Los Angeles slip and fall attorney72068$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

    1

    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
    2

    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)
    3

    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
    4

    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
    5

    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
    6

    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. 1

      Identify 3-5 main practice areas to focus on

    2. 2

      Create comprehensive pillar pages (2000+ words) for each area

    3. 3

      Develop 5-10 sub-topic pages that link to the pillar

    4. 4

      Create supporting blog posts that link to sub-topics

    5. 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.

    Attorney-written content
    SEO optimization
    Custom content calendar
    Unlimited revisions

    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:

    1
    Google 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

    2
    Citation 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:

    Yelp
    Yellow Pages
    BBB
    Chamber of Commerce
    Facebook
    Apple Maps

    Legal-Specific Citation Sources:

    Avvo
    FindLaw
    Justia
    Martindale-Hubbell
    Super Lawyers
    HG.org

    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)

    3
    Location-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

    4
    Review 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:

    Google Business Profile
    Avvo
    Yelp
    Facebook
    BBB
    Martindale-Hubbell

    Local SEO Ranking Factors for Law Firms

    1

    Proximity to Searcher

    How close your office is to the person searching. Focus on ranking in a realistic radius around your location(s).

    2

    Google Business Profile Optimization

    Complete profile, proper categories, regular posts, photos, and management of the Q&A section.

    3

    Review Quantity and Quality

    Number of reviews, average star rating, recency, and response rate to reviews.

    4

    NAP Consistency

    Consistent Name, Address, and Phone number across the web, especially on legal directories.

    5

    Local Content Relevance

    Content that addresses local legal issues, courts, and jurisdiction-specific information.

    6

    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

    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:

    Practice Area Performance

    Compare traffic, leads, and ROI across practice areas

    Competitor Tracking

    Monitor competitor rankings and visibility

    Lead Attribution

    Track leads from source to signed client

    ROI Calculator

    Calculate marketing ROI by channel and practice area

    Starting at $149/month with our marketing packages

    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.

    Timeframe: 12 months

    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.

    Timeframe: 9 months

    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.

    Timeframe: 15 months

    Results by Practice Area

    Average results achieved by our law firm clients across different practice areas:

    Personal Injury
    245% Increase
    Top Performing KW: "car accident lawyer [city]"Avg. Lead Value: $850
    Family Law
    192% Increase
    Top Performing KW: "divorce attorney [city]"Avg. Lead Value: $425
    Criminal Defense
    208% Increase
    Top Performing KW: "dui lawyer [city]"Avg. Lead Value: $650
    Estate Planning
    165% Increase
    Top Performing KW: "estate planning attorney [city]"Avg. Lead Value: $375

    Client Testimonials

    M

    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."

    S

    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."

    D

    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

    ToolBest ForKey FeaturesPricingLegal-SpecificRating
    AhrefsComprehensive keyword research and backlink analysis
    • Competitive analysis
    • Rank tracking
    • Content explorer
    • Site audit
    $99-999No
    4.8
    SEMrushAll-in-one marketing toolkit with strong local SEO features
    • Local SEO
    • Position tracking
    • Site audit
    • Content marketing
    $119-449No
    4.7
    Clio GrowLegal-specific CRM with marketing analytics
    • Lead tracking
    • Client intake
    • Marketing ROI
    • Integration with practice management
    $49-109Yes
    4.6
    BrightLocalLocal SEO and citation building
    • Citation building
    • Local search audit
    • Google Business Profile management
    • Review management
    $29-79No
    4.5
    Screaming FrogTechnical SEO audits and site crawling
    • Site crawling
    • Technical audit
    • XML sitemap generation
    • Schema markup validation
    £149/yearNo
    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:

    1

    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
    2

    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
    3

    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.

    SEO strategy experts
    Legal content writers
    Technical SEO specialists
    Local SEO experts

    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.

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