SEO for Lawyers

Internet searches have become the default action for inquiring minds.  When somebody has a question or needs information about a particular topic, they simply pull up a web browser or mobile app to key in a quick web search.  That very first search initiates a chain of events that should lead to a signed contract.  When prospective clients take to the internet to research a legal topic of individual relevance or to specifically search for a lawyer, it’s imperative that your website ranks high in those search results – and maintains that ranking – so you consistently attract those visitors and convert them into clients. SEO for lawyers can be a great source of generating clientele and to be successful, you must strategically place keywords within your content, blog regularly, practice link building, and ensure your website is optimized for mobile.


The starting point should be strategically placing important keyword phrases throughout the content-filled pages of your website.  For example, if a lawyer has an article, blog, or static page on their website dedicated to family law, and more specifically filing for a divorce, then the phrase “how to file for a divorce” should be mentioned several times in the written verbiage.  Review the content objectively to be certain that the topic of the page is clear.  That way, any algorithm screening your website – think Google’s – will correctly categorize it and it’ll rank accordingly.  Including keywords in the website address of your page is important, too.  The website address of “” should be renamed to “”  Including keyword verbiage in the website address helps with its ranking as well.

Consistent Blogging

Along with adding targeted keywords, another effective SEO strategy for attorneys involves consistent blogging.  Don’t grunt or throw your hands in the air, though, lawyers!  It’s actually a reasonable practice.  The most common question we receive about blogging is what should I blog about and the answer is simple: write down the 10 most common questions that your clients ask.  Are there repetitive, common questions that come up all the time?  If so, each question should be its own blog post, because if those clients are asking you those questions then they – and many others like them – are also searching for the answers online.  When you have an informational blog post about “How to file for a divorce” that provides prospective clients with the information they’re looking for, it will keep them on your page and they will perceive you as a subject matter expert.  From there, they will either contact you or keep you in mind for any future needs. Make sure to include specific keywords in these blogs, and blog regularly.  The rewards will manifest.

Link Building

Once you have quality content posted with strategically placed keywords, the next step is to build links so search engines recognize your website as one of authority and popularity and therefore increase your ranking.  There are a number of ways to do this.  First, consider writing a guest blog on a high traffic, relevant website, and in that blog, place a link back to your own website.  If the website is authoritative with decent traffic, it’ll be a high value link.  Second, if you partner with other law firms or vendors, consider writing a testimonial for them.  Have them place that testimonial on their own website with a link back to yours.  Do this for all of your partners.  Third, join HARO – Help a Reporter Out – and offer yourself as an expert in your respective industry.  A reporter will contact you for an interview, and in turn you can request a link back to your website in their written article.  It also goes without saying that this is an incredible networking opportunity too.   Fourth and finally, think local.  Reach out to the local chamber of commerce, local charities – contribute if you’re not already, and sponsor events.  Request a link back to your website in all of these avenues.   It’ll make for great link building, and that’s an integral part of SEO for lawyers.

Mobile Optimization

Lastly, you’ve got – and I mean got – to make sure that your website is optimized for mobile.  If you won’t take our word for it, look at the data: according to Pew Global, 72% of Americans now use a smartphone.  Mobile searches are on the rise and this trend is only set to continue.  Internet access is available anywhere, any time, and the amount of time spent on mobile devices has steadily increased.  When a prospective client visits your website and it does not automatically conform to their individual device and look fantastic, consider them gone.  Not only that, Google favors mobile-optimized websites in its ranking algorithm. It is now considered inexcusable to have a website with a left-to-right scroll on a mobile device that clearly has not been renovated recently.  Today’s clientele expects instant gratification; things need to work right now, when and exactly how they want it.  That means finding the information they’re looking for quickly and having it displayed cleanly without issue. Check your website and e-mail templates to be certain they’re mobile optimized.

SEO for lawyers is highly involved and it takes time, effort, and dedication, but it is manageable.  Allocating resources to search engine optimization is a necessary reality in today’s digital age, and an effective SEO strategy for attorneys will yield positive results by means of a high search engine ranking and securing new clients.  If strategic keywords are placed throughout the content of your website, you’re consistently writing blogs and articles that provide your potential clients with the information they’re searching for, you’re getting links back from other reputable websites, and your website is designed well and optimized for mobile – you’re off to a fantastic start.

If you need help implementing a SEO strategy, LAD Solutions team of SEO specialists are ready to help you generate more leads. To schedule a complimentary Internet Marketing Analysis, please contact us at 888.523.2926 or visit

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