Exclusive, Ethical, SEO Results for Law Firms

Working only with your firm,
not your competition.

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Founded by a lawyer, for lawyers, PaperStreet has experience working with law firms of all sizes. Let’s see if we can help your law firm. Learn more about our services.

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Free PDF SEO eBook - Download Now

You can immediately download a free digital version of this book by clicking here.
Read below for the online copy.

Established Results Founded on Innovation

The idea of an SEO program was born in 2002 when one of our web design clients asked how did one of their competitors rank high in search for “Maryland employment lawyer.” At that time, we did not know anything about SEO.

But have always been a bold and innovative company. Our Founder is a self-taught computer geek. We love challenges. We told the client we would figure it out . . . and we did. Two weeks later, we had our client ranked #1 for the same phrase. Our SEO program was born.

Fast forward 17 years and much has changed about SEO and getting law firms ranked high. However, our results have not changed. We still are:

Exclusive

We only work with one client per area.
We run conflict checks, just like your firm does for new clients.

Ethical

We don’t run afoul of Google’s guidelines. This ensures your firm can have success long-term.

Results

We pride ourselves in having hundreds of clients who we have helped obtain search rankings and clients.

SEO for Law Firms is a Science

Search engine optimization is the science of making your web pages relevant to keyword phrases that a prospective client may use to search for and find your firm. You start by defining what keyword phrases we should target. We then create a content plan to target those phrases. We create an authority plan to obtain backlinks, shares, and mentions. We review your entire site for any technical updates that need to be made (title tags, meta descriptions, rich snippets, site speed, and more). Finally, we meet monthly for big ideas to improve each campaign.

Is Attorney SEO Needed?

When we meet with new attorney clients, we’re often met with the same question: Is SEO really necessary?

The answer . . . depends.

We view our job to educate our clients. Some law firms rank naturally on their own due to their power of their domain and their quality content. Of course, they probably had help writing content, building a good website, and getting mentioned online. Those are the key elements. If you do that naturally, awesome.

For those clients, we don’t do anything except consulting from time to time. Those clients do not need the same SEO plan as a new client with zero backlinks and no content. We believe that no SEO plan is the same. We customize deliverables based on what the client needs to obtain results.

Now, most clients who are in competitive areas, such as personal injury, criminal law, and family law, need more help. In those areas, attorneys are increasing their spending on digital marketing, and those who don’t follow suit often have their websites languish on page two and beyond. That’s why it’s so important to choose an SEO company that knows how to produce real, long-term results. A company that understands legal marketing is an even better choice.

"We customize deliverables based on what the client needs to obtain results."

The Importance of Selecting the Right SEO Firm

SEO for attorneys is hard. Getting ranked high in search is challenging. Anyone telling you otherwise does not have a client dominate in the top search results of a major market. You are probably browsing our website because you are either:

Poor Rankings

Your search results show on page two or below. In short, you are not getting any traffic and you need to rank higher for more organic search visibility.

New to the Game

You’re just learning about best practices and want to start off with good content and good links.

Trying to grow beyond word of mouth references

Happy clients help grow your practice, but won’t reach the audience that SEO can.

Penalized

You had great results, but suddenly fell out of favor with Google. You probably need help with a disavow file, backlink cleanup, or editing your copy to stop over-optimization.

Going Broke

You are wasting money monthly on a team and want to know how you can improve.

Too Busy

You want to be practicing law, not worrying about writing about the latest news in Corporate Law or reaching out to journalists to pick up backlinks.

In any market, there are at least 10 firms that would love to be on page one of search for your practice area. However, most pages only allow for five firms to be listed, because Google usually promotes Avvo, Lawyers.com, SuperLawyers, Martindale, Findlaw, Yelp, and a few other vendors to the top of the list. Sometimes there are hundreds of firms vying for the coveted first page in your area.

Google is making it more challenging to grab searcher’s attention by promoting paid listings and directories to fill out all the first page slots. In fact, on most searches there are only between three and five slots available for any area. So you are limited to being THE best resource for your community or practice area (or at least in the top three).

You end up with confusing advice from a variety of vendors. Tactics may be on the cutting-edge, but could get you banned eventually. Some tactics and information are simply outdated. An SEO team like PaperStreet consistently strives to stay on top of the newest digital marketing strategies.

5 Reasons PaperStreet Excels at Law Firm SEO

17 Years of Experience in SEO for Lawyers

We started our SEO program in 2002 with one of our first web design clients. We became industry experts soon after, consistently rankings sites after launch. Over the past 17 years, tactics and technologies have changed to rank high. Our internet marketing team stays at the forefront of all the latest trends. The key is to produce a better website that offers real value to your clients. This is what our team strives for each day.

100+ Current Campaigns under Management

We currently have a varied client roster from solo practitioners, to firms with 100+ attorneys. Our practice areas range from the ever popular personal injury, to the more niche vaccine law. If you have a practice area that you want ranked high, let us know. We have probably worked in that area before.

Expert Advice

You can check out our 10,000 word Guide on Law Firm SEO and our Forbes article "8 Successful SEO Techniques".

Happy Clients Long-Term

At PaperStreet we have long-term clients. We have 10 clients who have been with us for over 15 years. We have over 125 law practices and businesses that have been with us for over 10 years. We have more than 360 clients for over 5 years. Our dedication to our clients ensures long-term success.

90% Retention Rate on a Monthly Basis

After our initial term, our contracts are on a month-to-month basis. This means we need to earn our clients business monthly. Unlike our competitors who have multi-year agreements, we strive to work with our SEO clients each month to improve their rankings. Our track record of success shows.

Our Law Firm SEO Success is Obvious:

Thousands of 1st Page Rankings

With the help our of rankings program, we are able to state that we have thousands first page rankings for our keywords. Our success is due to our content writing, link building, on-page optimization, strategy and ideas.

Hundreds of 1st Place Rankings

In addition to the first page rankings, we also have hundreds of first PLACE rankings. Meaning we are the number one spot for a specific keyword phrase. This is not always possible for every attorney or law firm, but it is our goal.

Proven Track Record of Success

You can see our proven track record of success and additional examples.

Premier Google Partner

While PPC and SEO are completely separate services, our team is also a Premier Google Partner - along with specific Analytics IQ training.

Features of any Search Engine Optimization Plan.
In Short. A lot is Included.

Research & Strategy

Start by determining which keyword phrases will be more effective by looking at past searches. You can use Google Keyword Planner as a great resource (just need a free Google account). Narrow down your keywords by selecting those that are within reach AND will help your law practice grow in the practice areas you care most about.

Site Architecture & On-Page Changes

You need to organize your website to be search friendly and easy to navigate. Keep your site as close as possible to flat, with a small pyramid of pages. You also need to create friendly URLs, tags, and code.

Authority

You need to obtain links, thus ensuring that you are well positioned to rank high. Law firms do this in several ways: 1) legal directories, 2) regular directories, 3) local listings, 4) writing content and publishing offsite, 5) getting PR / media mentions, 6) getting social, 7) sponsoring local events, 8) sponsoring national events, 9) outreach to bloggers, and 10) building such a great website that people want to link to it as a resource

Content

Search engines award points to websites that offer relevant information. You need to make sure your main practice areas have between 2,000 and 5,000 words per topic. Become THE dominant resource online.

Social Media

Not only should you publish content, but you also need to make sure that others notice it. Digital marketing for social media evolves every day and more and more platforms need to be utilized.

Analysis of Campaign & Consulting

Search rankings change constantly. Each month you should review your bounce rate, impressions, time on page, exit pages, and of course sessions

Key Benefits of Our Law Firm SEO Services

Exclusivity. We Won't Work for Your Competition

Many attorney SEO providers say they work for you, but they also work for your competitors. Sounds like a conflict of interest. We offer exclusive agreements, so we work for only one firm for each particular practice area/region for our advanced packages.

Ethical Tactics Only, No Penalties

We believe in a long-term strategy. Sure, there are questionable shortcuts and tricks you can attempt, but they can lead to penalties and outright bans. Our goal is to get your website to the top while also complying with search engine guidelines.

Top Rankings Mean More Clients

The legal market is the most competitive market online. However, it can also be very lucrative if you rank on the first page of search and at the top of results.

Typical Results for a SEO Campaign

Not all clients have the same results. But almost always, we can improve the key metric that the client and our team have agreed upon. Those key metrics can be:

Total Conversions: Calls & Contact Forms

Tracking: Downloads & Signups

Analytics: Traffic & Impressions

Search Rankings: Ranking Higher

Usability: Improved Time or Decreased Bounce Rate

We will define the key metrics for each client and track them aggressively.

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