Law Firm SEO Guide

1. SEO/Core Content & Blog Posts.
You need both, and there’s a difference.

3D illustration of the letters "SEO" with a rocket launching through the "O," symbolizing search engine optimization and growth, set against a purple background.

Search engine marketing concept. SEO strategy. Digital Marketing and management. Website optimization. Successful business of company in market. 3D rendering illustration.

2. Long-form Content is Better.
At 1,500+ words is still a best practice, but long-form content that is 1,500+ is ideal to set you up as the subject-matter expert.

Illustration of a person typing on a laptop with a document coming out of the screen. Surrounding items include a cup of coffee, glasses, smartphone, papers, pens, and a crumpled paper ball.

3. Optimizing old content is just as important as creating new content.
Google not only wants you to maintain your website by adding new content, but also wants to ensure quality of old content. This means performing a content audit to analyze existing content and coming up with a plan to improve it. This process is continual and everevolving. As you perform your audit, make sure you spend 50% of your content-focused time creating new webpages and 50% of the time refreshing the old.

A woman stands in front of a whiteboard, writing and drawing various components related to SEO, such as updates, rankings, links, keywords, and optimization.

4. Create A Content Hub With Localized Pages.
Since most of your target clientele is local to your business or firm, a key aspect of your campaign is defining your local relevancy. This is done by creating pages targeted at your local market. However, any city pages need to be unique content pages. By creating a content hub targeted at your local market, clients are more likely to engage with your content, meaning better website traffic and more potential clients.

Illustration of a laptop screen displaying a map with a location pin, a hand holding a magnifying glass, a megaphone, and coins, with text "Local Search Marketing.

5. Start a Podcast.
This allows you to connect with your audience in a unique way, attracts new leads, helps build more online authority & recognition and increases traffic to your website. This all helps to bolster your overall branding and marketing efforts.

Two people sit at a table with two microphones between them, engaged in conversation. A glass of water, a notepad, and a pen are also on the table.

6. Use Subpages.
One generalized piece of content per practice area isn’t always enough to reach all of your potential clients.

Website navigation menu displaying various personal injury legal services, including bicycle accidents, boating accidents, cruise line litigation, dog bites, motorcycle accidents, and more.

7. Implement Call Tracking.
Set up call tracking on your website for a better overall depiction of your conversions and ROI. If you are only tracking contact forms, then you are missing pieces of the puzzle.

Illustration of a person holding a briefcase standing on a microchip between two large smartphones displaying charts and graphs. The background is coral red.

8. Content Headings.
Headings are easily the most overlooked, but one of the most significant aspects of SEO content. Don’t stop at H1! H2 and h3 are also very important and need to contain your keywords.

Screenshot of Maus Law Firm website detailing advice and steps to take after a slip and fall accident, emphasizing the importance of seeking medical attention and contacting a Fort Lauderdale Slip and Fall Attorney.

9. Client-Focused Content.
Think about what your clients ask on a continual basis and make that the focus of your content. This is a great way to frame blogs and core content.

Illustration of three people interacting with various digital content symbols, including charts, documents, images, and videos. One person works on a laptop, another engages with a document, and the third adjusts an image on a smartphone.

10. Be Creative with Your Blogs.
Add some creativity to your blog titles with playful language. Use alliteration, rhymes and street talk to help make your blogs more shareable.

Screenshot of a blog post titled "OH DEER, IT'S THAT SEASON AGAIN: Six tips to avoid striking a deer and what to do if you do", posted on Nov 11, 2020, with tags for Car Accidents, Personal Injury, and Resources.

11. Think Beyond Your Search Position.
Have an SEO title and meta description that stands out from the rest and get you clicks.

Illustration of three businessmen standing on a winner's podium in front of an oversized computer screen displaying results.

12. SSL is a MUST.
Install an SSL certificate on your website. This upgrade not only gives you a slight ranking boost in Google, but it also helps to avoid browser notifications to visitors that your site is insecure.

A browser window displays a secure connection notification for a website, with details about the valid certificate issued by Go Daddy Secure Certificate Authority - G2. Website content related to law firm web design is visible.

13. Use Anchor Text Wisely.
An internal link is much more effective provided that the anchor text is meaningful and relevant.

A document lists penalties for DUI in New Jersey, including fines, license suspension, and ignition interlock device requirements. A red arrow points to the "penalties for DUI in New Jersey" section.

14. Allow for Easy Conversions.
Site visitors will be reviewing your site on different devices and locations. Provide options for the client to contact you on every page of content and offer various formats to make their communication as easy as possible.

Illustration of a "Contact Us" form webpage with fields for Name, Email, and Message, and a Submit button. A person is standing beside a large exclamation mark and question mark.

15. Internal Link Away.
Make sure all related pages have some internal links to each other. Links can boost your SEO value and help users navigate your site. Never force a link; keep it natural.

Icon of a web browser window with a link symbol inside, set on a turquoise circular background with a long shadow.

16. Visuals Matter.
If it makes sense, use graphs, charts, pull quotes, images, and other visual aids to help convey your message or emphasize your brand.

A Venn diagram compares four divorce resolution approaches: collaboration, traditional, mediation, and kitchen table. It shows varying support levels and conflict degrees in each approach.

17. Don’t Belittle Brand Awareness.
Creating blogs should provide relevant information for attracting clients, but including topical information such as pop culture, lists, and more can also rank and be used to expand your brand.

Person holding a cup of coffee and using a laptop with branding content on the screen, surrounded by a smartphone, glasses, and books on a wooden desk.

18. Use Google Predictive Search to Brainstorm Content Ideas.
Google autocomplete essentially gives you the “questions” to answer directly to match the user’s intent.

Google search bar with auto-suggestions for "what to do after a car accident," showing related search queries such as "what to do after a car accident," "not your fault," and "checklist.

19. Be Aware of Passage Indexing.
Google’s new changes mean that a closer look will be paid to individual sections of your content. Don’t let your content be generic and target long-tail phrases in order to make this indexing work in your favor.

A laptop on a dark table, displaying a “CONTENT” screen with a rocket graphic launching from the keyboard area. A white cup is placed to the left of the laptop.

20. Implement Structured Data.
Implement structured data to help search engines better understand information on your website.

A laptop screen displaying various charts and graphs in a colorful layout, including a pie chart, bar graph, and multiple rectangular data sections.

21. Take Advantage of Rich Snippets.
Be aware of the different types of rich snippets that Google supports in their SERP and take advantage, when applicable, by using structured data. These include additional markup for pages with these content types: FAQ, How-to, Recipe, Q&A, Video, Job Posting and others.

Google search results for "san luis obispo motorcycle accident lawyer," showing two advertisements and one organic search result.

22. Mobile First Indexing.
Focus on mobile first design and UX since that is what Google now uses for indexing and ranking purposes.

Illustration of a hand holding a smartphone with a search bar and web page on the screen. A second hand is touching the screen, indicating the action of typing or selecting.

23. Need for Speed.
Fast loading websites must be a top priority. It’s important to find a balance between fast loading sites and modern functionality and design.

A website performance result showing a performance grade of 81 (B), page size of 1.4 MB, load time of 1.15 seconds, and 37 requests, with options to download HAR and share the result.

24. Improve Traffic Attribution Data.
Use UTM parameters in your links to better classify traffic that would otherwise have attribution issues. Examples include clicking links from email newsletters, YouTube video descriptions and social media posts.

Illustration of a workspace featuring a computer, smartphone, camera, desk lamp, and social media icons on a purple surface.

25. Crawl Budget Optimization.
Make your website more efficient for Google to crawl so the bots can discover your content additions and updates. Exclude outdated content and non-valuable pages, avoid broken links, soft 404s & redirect chains. Also, check that your XML sitemap is up to date, improve your site speed and provide last modified dates. Don’t use session or tracking IDs in your URLs that cause duplicate content.

Illustration of a '404 Error' message on a screen with five construction workers holding warning signs and fixing the error.

26. Use WebP Images.
Select the latest image type which, on average, allows for 30% more compression than JPEG without loss of image quality. This file type aims to create smaller but better looking images that help with site speed.

Icons showing conversion between JPG and WEBP format with additional sets of icons below, including mustache, fingerprint, heart, leaf, and various forked symbols.

27. Video Marketing.
Produce and incorporate high-quality videos into your content to help with dwell time and user engagement. Make sure to incorporate structured data for the videos on these pages to help with a video rich snippet in search results. Also, upload these to YouTube and share them on social networks for more visibility.

An illustration featuring a YouTube-themed desktop setup with a monitor, camcorder, tripod, studio light, and a clapperboard against a gray background.

28. Optimize for Voice Search.
Alexa and Siri aren’t going away anytime soon. Write in a conversational tone and incorporate FAQs into your content.

A smartphone with a voice assistant app open on the screen displays the text, "How can I help you?" A blurred keyboard is visible in the background.

29. Lazy-load Functionality.
Images that are below the fold do not need to preemptively load. This helps with site speed and to prioritize loading elements above the fold that visitors see first.

A dog wearing a maroon tie sits at a table, yawning while looking at an open laptop against a plain white background.

30. Seek out News & Press Opportunities.
There are tools like HARO that you can take advantage of to get quoted in publications. Beyond that, you should think about what unique ideas you can contribute to reporters based on what is happening in your industry and local area. Are you representing a car accident victim whose accident received news coverage? Reporters may be interested in hearing your feedback on the case which could result in a backlink.

31. Google Business Profile (GBP)
Make sure your listing targets the right keywords, have high-quality photos, and include GBP posts.

Google business listing for Searcy Denney Scarola Barnhart & Shipley, PA, a personal injury attorney in West Palm Beach, Florida, with contact details, office hours, and types of cases handled.

32. Contribute Guest Content.

Writing for your own blog is not enough. Increase backlinks and brand awareness by getting published on well-known media outlets and guest blogging for other websites relevant to your industry.

Screenshot of an article from Investing Port titled "Understanding The Protections Afforded To Individual Investors Under The SEC’s Regulation Best Interest" with an Acorns ad on the left.

33. Earn Backlinks from Community Engagement.
This means sponsoring local events, taking part in speaking engagements, getting involved in charities, and other initiatives that help the community but also increase your online presence.

Illustration of multiple blue and light blue hands raised, each with a white heart symbol in the palm, against a white background.

34. Invest in Link-Worthy Content to Build Backlinks.
Marketing copy is necessary to convert website visitors to clients, but it is not the type of content that will get you backlinks or will be reshared on social media. Create ebooks, in-depth guides, how-to blogs and other valuable link assets that you can promote.

A young child stands on a beach with an adult blurred in the background. Screenshot of a guide titled "A Parenting Guide to Divorce: Tips to Reduce the Strain on You and Your Child.

35. Obtain Reviews on Various Platforms.
Make sure you are continually earning positive reviews on Google, Facebook, and any other platform on which your business may be found. Respond to each, whether it is positive or negative, to build your reputation.

Illustration of three people standing around a large smartphone displaying online reviews with star ratings. Two individuals hold colored chat bubbles containing their reviews.

36. Add Reviews to Your Website.
If you have positive reviews on Google and other platforms, showcase them on your website. Create a testimonial page to feature the best reviews and make sure to add those that are about a specific topic to their corresponding page.

Screenshot of a series of thank-you messages and testimonials, including text from "Hazel" expressing appreciation for Gene and the team in a legal matter.

37. Build a Community Outside of the Standard Social Media Pages.
This could be answering questions on a forum like Quora, interacting with topical blogs through conversational comments, or participating in a Facebook group.

Screenshot of a Quora page related to Law Firms. The page shows related spaces, topics, and followers, with icons for different sections on the left-hand sidebar and a search bar at the top.

38. Tackle Spam.
If you notice a competitor is spamming within their GMB listing, report them. If you find they are listed in an unrelated directory, notify the support team.

A 5-star rated auto accident attorney with 52 reviews, offering services like online appointments and onsite services. Directions, save, nearby, send to phone, and share options are available.

39. Don’t Get Hung Up On the DA of a Backlink.
Domain authority is a nice metric to use when evaluating a backlink, but it’s by no means the only thing that matters. Highly relevant legitimate websites can have low domain authorities and still be a valuable backlink. It is also possible for a spammy website to have a high DA.

Illustration of a woman pointing to "WWW" on a computer screen, with globe and arrows in the background, and checkboxes for .com, .net, and .org domains.

40. Core Web Vitals.
An exact date has yet to be announced, but in 2021, Google will take the following website load factors into ranking consideration:

    1. Largest Contentful Paint – the time it takes for the largest element on your site load
    2. First Input Delay – the time it takes for your website to start rendering
    3. Cumulative Layout Shift – the stability of content as the page loads

Illustration of a web browser window with a magnifying glass showing the Google logo, representing web search or SEO.

41. Google Analytics 4.
Create an additional property in GA that comes with expanded predictive data insights, further integration with Google Ads, cross-device data measurement abilities, and more granular data controls. If you have not already you should be updating to Google Analytics 4. This is Google’s latest analytics and requires some work to update. Check with your web or marketing team on how to update.

A line graph showing user engagement statistics over 90 days. Metrics include 12K users, 12K new users, 1m 34s average engagement time, and $0.00 total revenue, with trends compared to the preceding period.

42. Hreflang Tags.
If you have a multilingual website, be sure to implement these tags. They are used by Google and other search engines to understand what content to serve to users in other countries that speak different languages.

Two people interact with large smartphones displaying "HELLO!" and "SALUT!" with a globe and translation arrows in the background, signifying translation or language learning.

43. Competitor Analysis.
Performing a competitor analysis from a technical, content and link building standpoint can reveal improvement opportunities for your website to take advantage of and surpass the competition.

Illustration of a woman holding a briefcase and looking through a telescope while standing on an upward-pointing arrow, symbolizing progress and future vision.

44. Social Share Buttons.
Make sure blog posts are equipped with functionality to allow visitors to share content on various social media platforms. This helps make it easier for content to spread and increase visibility.

A text document about winter driving hazards, including sharing options for social platforms like Facebook, Twitter, LinkedIn, and more. .

45. Focus on Dwell Time.
The longer a visitor stays on your page before returning to the SERP is a positive signal to Google. Make sure your website content is highly engaging, matches up to user intent and includes video marketing (when applicable) to increase the amount of time a user dwells on your page.

A woman wearing glasses sits at a desk with a laptop, surrounded by holographic data and technology icons, implying digital interaction or data analysis. She appears focused and engaged.

46. Use Breadcrumbs..
This is not a new tactic per say but one that often gets overlooked. Breadcrumbs simply make navigating a website easier for a visitor and a better user experience. Showing what page they are currently on and what section it is under to better understand the site’s structure. It tends to encourage people to visit more pages on a website before exiting. Also, it is very useful for a check out process or when there are multiple steps to submitting a form.

Image depicting a three-step process with labels: Step 1, Step 2, and Step 3. Includes separate sections labeled Cart, Billing, and Shipping, numbered 1 through 4. Also has a pagination bar, numbers 1-5.


Search Engine Optimization by PaperStreet

Learn what we can do to help your firm reach the top of search results.

Our Articles

Our 7 Guarantees

Keeping 2,000+ Clients Happy Since 2001.

You Will Love Your Design We design to please you and your clients
Same-Day Support 24-hour turnaround edits during business hours
Free Education We provide knowledge to help you expand
No Hidden Charges We quote flat-rate projects
Own Your Site No strings attached
We Create Results SEO, PPC, content + design = clients
We Make Life Easier One agency for web, branding and marketing