SEO Plans
Exclusive, Ethical, Results.

PaperStreet Lawyer SEO Services.
A Price Plan for Every Budget.

Search Engine Optimization

PaperStreet’s Law Firm SEO Plans

Exclusive

At PaperStreet, we work for your law firm only. We can guarantee that we will never accept a competing law firm as a client in your region for your practice area. While other marketing companies have no qualms about working for competitors in the same region, or even the same building, it’s a practice that we don’t believe works. In addition to hindering results, it is also a conflict of interest. Our digital marketing services are exclusive, and our goal is to help you succeed. We want to see you dominate in your market!

Ethical Tactics Only

With the competition heating up, some SEO companies will resort to cheap or unethical tactics to improve their clients’ rankings, also known as “blackhat” SEO tactics. These practices include:

  • Bad Tactic #1 - Link Schemes and Directories.
  • Bad Tactic #2 - Keyword Stuffing.
  • Bad Tactic #3 - Duplicate Content.
  • Bad Tactic #4 - Outsourcing.
  • Bad Tactic #5 - Fake Reviews.
  • Bad Tactic #6 - Hidden Text or Links.

If you experience any of the above with your current SEO firm, it’s time to call PaperStreet. We pride ourselves on our organic, natural SEO. Gone are the days of writing for Google’s algorithms and slaving over keyword density percentages. From our title tags to our on-page optimization, our custom content is eye-catching, compelling and effective. We make it easy for your clients to get the information they need in a way that is interesting and easy for them to read.

Results

We’re confident in our team, but we’ll never promise you the moon. Any SEO firm that guarantees results should be treated with extreme caution. In addition to being against Google’s guidelines, this is simply not realistic in the ever-changing climate of the organic SEO for attorneys. We can guarantee that we’ll do everything we can to improve your website and overall web presence. At PaperStreet, we’re passionate about SEO for lawyers, and our results speak for themselves.

Many of our clients boast first-page rankings and bring in several new inquiries each day, along with millions of dollars in revenue. Once you sign up, we provide monthly reports that will allow you to easily keep a finger on the pulse of how your law firm SEO campaign is performing. We do our best to be transparent and honest about every step of the SEO process, and we want to help educate you on how and why we make certain decisions. We encourage open communication, and we’ll never make any changes to your website without your approval.

SEO Plans - What PaperStreet Offers Law Firms

Cost & Plan Levels That Work For Your Law Practice

At PaperStreet, we know that there is no “one size fits all” solution for every law firm. Some law firms need more content. Some firms need more links. Some firm websites are a mess. Our SEO team will customize a plan to fit your specific firm’s needs.

We offer a variety of plan level and have a wide array of services to suit your firm’s individual needs. Most of the time we consult with the client to set a custom plan based on their content needs, geographic area, practice areas, and competitiveness of the keyword phrases they are targeting.

No Strings Attached

In the world of digital marketing, it takes time to produce the best results. However, we know that a long-term contract isn’t for everyone. We’d love to see you stick around and stay with PaperStreet forever, but if for any reason you decide that our services are no longer needed, we make it easy for you to cut ties and bid us farewell. (We would miss you, though, and we’ve had many clients return after testing the waters on their own.)

SEO Plan Comparison

Every client is unique.  However, after doing SEO for over 15 years now, we understand that there are some common plans that most clients need.  We help place you in the right plan, not too big to bust the budget and not too small to underperform. To see our plan features please read below.

Plan Legacy Base Core Advanced Premium

Key Features

         

Education Materials

Yes

Yes

Yes

Yes

Yes

Keyword Research

Yes

Yes

Yes

Yes

Yes

On-page Optimization

Yes

Yes

Yes

Yes

Yes

Authority Building (aka link building)

Yes

Yes

Yes

Yes

Yes

Consulting

Yes

Yes

Yes

Yes

Yes

Ranking Reports

Yes

Yes

Yes

Yes

Yes

Analytics Reports

Yes

Yes

Yes

Yes

Yes

           

Key Differences

         

Primary Keyword Phrases

10

10

10

10

20

Secondary Keyword Phrases (Unlimited)

New Content Pages to Start Campaign

0

10

20

30

40

Monthly Blog or Content Pages

0

2

4

6

8

           

Standard Features on All Projects

         

Structured Data and Rich Snippets

Yes

Yes

Yes

Yes

Yes

WordPress or CMS Uploads and Management

Yes

Yes

Yes

Yes

Yes

HTML & XML Sitemaps

Yes

Yes

Yes

Yes

Yes

Site Speed Analysis & Optimization

Yes

Yes

Yes

Yes

Yes

Google Analytics Setup

Yes

Yes

Yes

Yes

Yes

Google Search Console Setup

Yes

Yes

Yes

Yes

Yes

Bing Webmaster Tools Setup

Yes

Yes

Yes

Yes

Yes

Website Conversion Tracking

Yes

Yes

Yes

Yes

Yes

Comprehensive SEO Technical Website Audit

Yes

Yes

Yes

Yes

Yes

Google Algorithm Monitoring

Yes

Yes

Yes

Yes

Yes

Title Tags

Yes

Yes

Yes

Yes

Yes

Meta Descriptions

Yes

Yes

Yes

Yes

Yes

Duplicate Content Audit

Yes

Yes

Yes

Yes

Yes

Broken Internal Link Check

Yes

Yes

Yes

Yes

Yes

Content Editing

Yes

Yes

Yes

Yes

Yes

Client and Competitor Backlink Analysis

Yes

Yes

Yes

Yes

Yes

Broken Backlink Check and Resolvement

Yes

Yes

Yes

Yes

Yes

Setup and Management of Google My Business

Yes

Yes

Yes

Yes

Yes

Bounce Rate Analysis

Yes

Yes

Yes

Yes

Yes

Social Media Account Setup

No

Yes

Yes

Yes

Yes

YouTube Video Transcripts & Optimization

Yes

Yes

Yes

Yes

Yes

Press Release Composition & Publication

Yes

Yes

Yes

Yes

Yes

Management & Generation of Client Reviews

Yes

Yes

Yes

Yes

Yes

Mass Email & Newsletter Creation

Yes

Yes

Yes

Yes

Yes

Profile Optimization (Avvo, Justia, FindLaw...)

Yes

Yes

Yes

Yes

Yes

Scholarship Outreach Plan

Yes

Yes

Yes

Yes

Yes

Legacy SEO Plan

Our Legacy Plan is best suited for a firm looking for a boost in rankings to a local area and specific niche practice area. Typically it is a law firm that already ranks decently and just needs an extra boost to content or authority. Our plan includes:

  • Education Materials
  • Keyword Research
  • On-page Optimization
  • Authority Building (aka Link Building)
  • Consulting
  • Reporting & Analytics

Note that with this plan, all clients are responsible for writing content and producing on a monthly basis. Example keyword phrases we target at the Legacy campaign level are: Key West criminal defense, Austin eminent domain lawyer, Texas eminent domain lawyer, New Orleans traffic court lawyers, Baltimore discrimination lawyers

Base SEO Plan

Our SEO Base Plan is our most popular choice. With this plan we target the law firm’s primary city and primary practice areas. With this plan the key difference is that we are writing content on a monthly basis for the client. We assist you with:

  • Education Materials
  • Keyword Research
  • On-page Optimization
  • Authority Building (aka link building)
  • Consulting
  • Reporting & Analytics
  • 10 keywords
  • ...and 10 pages of new content writing and 2 monthly posts in addition.

On a monthly basis PaperStreet will provide two additional pages of content (blogs or a core content page). You will also receive two summarized social media posts and one hour of scheduled consultation time.

Example keyword phrases we target are: Atlanta trial lawyer, Hawaii real estate lawyer, Washington D.C. patent lawyer, Raleigh white collar defense attorney, Fort Lauderdale business lawyer

Core SEO Plan

If you need help with content but are still looking for a more affordable option, the SEO Core Plan could be right for you. In addition to targeting 10 keyword phrases, PaperStreet will write fresh, new pages of core content for your website. Need more than that? We can easily write more pages for you in place of your monthly blog posts to ensure you’re getting the highest quality content. Other highlights of this plan include 20 pages of on-page optimization, four monthly pieces of original content and four social media posts.

We assist you with:

  • Education Materials
  • Keyword Research
  • On-page Optimization
  • Authority Building (aka link building)
  • Consulting
  • Reporting & Analytics
  • 10 keywords
  • ...and initial content of 20 new pages
  • ...and content writing (4 monthly posts)

Example keyword phrases we target are: Tuscaloosa accident attorney, New Orleans criminal defense lawyer, California environmental regulatory lawyer, South Florida personal injury attorney

Advanced SEO Plan

PaperStreet’s Advanced SEO Plan really steps things up. This plan is best for potential clients that live in a very competitive location. We are able to target 10 primary keyword phrases and conduct 30 pages of on-page optimization, so you can be sure that you’re getting the very best out of your SEO campaign. This plan is also great for lawyers that need help writing their content. We want to help you have an edge over your competitors, and with 30 pages of original content, you will be well on your way. Like our Core Plan, any additional pages can be provided in lieu of blog posts. Other highlights of this plan include six monthly pieces of content, written and optimized, as well as six summarized social media posts and one hour of consultation time. We assist you with:

  • Education Materials
  • Keyword Research
  • On-page Optimization
  • Authority Building (aka link building)
  • Consulting
  • Reporting & Analytics
  • 10 keywords
  • ...and initial content of 30 new pages
  • ...and content writing (6 monthly posts)

Example keyword phrases we target are: Washington D.C. tax lawyer, Florida personal injury lawyer, Houston trucking injury lawyer, Denver accident lawyer, Albany DWI defense attorney

Premium SEO Plan

Our Premium Plan is our top tier SEO package. With 40 pages of new content, 50 pages of on-page optimization and eight additional monthly pieces, this plan really gets down to the nitty gritty of law firm SEO and content. It is by far our most aggressive package, and it ensures results for clients in even the most competitive markets. We want to see you ranking for all 20 of your primary keyword phrases. This plan also provides two hours of consultation time with the SEO experts at PaperStreet per month, as well as eight social media posts. We assist you with:

  • Education Materials
  • Keyword Research
  • On-page Optimization
  • Authority Building (aka link building)
  • Consulting
  • Reporting & Analytics
  • 20 keywords
  • ...and initial content of 40 new pages
  • ...and content writing (8 monthly posts)

Example keyword phrases we target are: New York personal injury lawyer, New York City auto accident lawyer, securities fraud attorney, vaccine attorney, marine lawyer, etc.

See a plan that works for you? Give us a call at 954-532-8181 or complete our contact form to get started.

Breaking Down Our Law Firm SEO Services

Strategy and Process

SEO for lawyers is simple. Your website needs to indicate that your firm is the industry leader. Using only ethical tactics, we achieve this by developing high quality content and promoting your website with backlinks.

Strategy: Relevancy & Authority

Google determines search rankings largely on the relevancy of your content and authority of your backlinks. There are also other additional ranking signals to determine these rankings such as social, engagement, domain, and page-level metrics, but the critical two are relevancy and authority.

Our goal is to make your site rank high through quality, in-depth content and to build your authority through quality backlinks (and sometimes usability). Relevancy is making your webpages correlate to the keyword phrases that a prospective client may use to search for and find your firm. Authority is getting backlinks, or essentially a quality and relevant endorsement, from another website back to your website.

Further, in order to stay competitive, we must engage in building a better web presence for your law practice. Our internet marketing plans are also about forming a partnership to grow your business. By following our guidelines and investing in new content, links and upgrades, your attorney SEO plan will be successful.

The Process

To obtain top rankings, our proven 4 step process is outlined in the details below:

  1. Keyword Targeting (Strategy): The foundation of every attorney SEO campaign is to establish a hyper focused keyword phrase list that we are targeting for the campaign. We run this research based off your SEO project brief and our kickoff call conversations. Our team brainstorms, performs competitor analysis and searches for effective keywords to target based on average monthly searches and keyword ranking difficulty. Our team presents our keyword research and irrelevant of rounds, we finalize together what to specifically target for the SEO campaign.

  2. Content Analysis and Onpage Optimization (Relevancy): In order for your website to demonstrate that you are who you say that you are, you need to prove that to user and search engines alike through content. A comprehensive content plan of core content and monthly content will signify your relevancy.

  3. Link Building (Authority): This essential part of the process is where you get backlinks (an incoming link from another website to your website) that is built off of quality – and not quantity. These industry specific endorsements count as “votes” in the eyes of search engines and the higher quality, the better.

  4. Reporting and Consultation (Monitoring): Each month, you need to check Google Analytics traffic report. These reports will then show the progression of the campaign. Generally, reports are sent in the second full week of the month, as you spend the first week updating, reviewing and analyzing the reports.

Keyword Targeting

Keywords are the foundation of the SEO campaign and this is the first step in our process towards creating a successful digital marketing campaign for you.

  • Campaign Trajectory: The first and most important step in the process is to clearly define what service areas (e.g. Family Law, Personal Injury, etc.) and geographic locations (e.g. City, State, Nationwide) will be targeted for the campaign. As a result, the campaign starts off on the correct trajectory. The focus of these specific keywords are used as a guiding light for all other aspects of the campaign. Meaning, when it comes to creating new content, gaining new backlinks, creating videos or podcasts, the keywords we select help us to stay on topic of what we want to be relevant for and increase your overall authority within search engines.
  • Keyword Research: Using the information in your project brief and from our kick-off call, we brainstorm, use Google keyword suggestions and perform competitor analysis to generate a list of all of the possible keyword variations to target. This list is then fed into our keyword research tools. From there, we can undoubtedly find out which keywords are searched for by users, how frequently they are searched and how competitive it will be to rank for them on search engines. We narrow down the original list to the best possible keywords to target that are the most highly searched and have the lowest ranking competition.

  • Keyword Selections: It is important to note that the final keywords selected are the phrases that are specifically marketing the firm. Your final keyword selection should not include everything that the firm may practice in. We recommend that you do not select any keywords that would dilute this marketing goal.


For example, if you are a personal injury law firm, you would not want to target every single facet of personal injury but only what matters most. Otherwise, focusing on less meaningful areas is a waste of time and effort for all. The honing of your keywords allows us to be hyper focused on dominating each area instead of being spread too thin between too many focus areas.


An analogy we like to use at PaperStreet is spinning plates. The more keywords we target, the more plates we have to spin. If too many plates are spinning, it becomes too unstable to manage and progress starts to falter.

  • Quarterly Keyword Reviews: On a quarterly basis, we feel it is essential to a campaign to revisit the original targeted keywords and their search volume. Over time, the popularity of certain keyword variations can change. What was originally a popular keyword terminology may no longer be the case. By revisiting this quarterly, this helps keep our fingers on the pulse of what keywords are most frequently used by searchers and adapt our on-page optimization to match up accordingly.

Content Analysis and On-page Optimization

Relevancy is all about your content. In search marketing, you need the proper website content to support your campaign, rank high and drive business. Unique, valuable information and educational content drives traffic because people want to read it, respond to it, and share it: content marketing.

  • Content Analysis: The first step in the process is to complete an SEO Content Analysis of the website. In this analysis, you are essentially auditing the website’s content. We will review if the current existing content is strong enough to be compliant with the latest search engine standards upheld by the various search engines. Also, during this time we complete a competitor analysis to see what content your competitors have that you do not. At this point, we outline and suggest new valued content (or the amplification of current content) that is particularly focused on demonstrating that your firm is the quintessential resource in your target market. Once all new content is prepared to give your website a competitive advantage, we move onto on-page optimization
  • On-page optimization is the editing and amplification of the campaigns’ keywords amongst your content. It establishes the relevancy of your website for the keywords you are targeting, as each page is assigned a keyword. We will organize your website’s architecture to be search friendly. On-page optimization includes, but is not limited to, the following:

    • Tags: The creation of unique and optimized title tags and meta descriptions.
    • Sitemap Submission: Submit sitemaps to search engines so all the pages of your website are indexed properly with the latest content.
    • Technical Compliance: Ensuring the technical aspects are compliant with usability (site architecture), including a spam check, proper URL redirects, technical and site build modification and content.

Adding content on a regular basis is also important. Companies that blog attract 75% more traffic to their websites. Most of our law firm SEO plans include turnkey monthly blogging services from topic conception through writing and posting. Our blog posts are optimized and customized to your practice area and geographic market.

Link Building – Building Authority to your Website

Simply put: You no longer build links, you build an overall authority. In the past, getting simple and direct links was all it took to lead authority to your website. Those days are gone. Building a proper backlink profile is now multi-faceted and more intensive than simple link building. It requires more research, legwork, time to complete, and time to mature. While we produce fewer links per month, the links will be of a much higher quality.

Authority is based on the quality of backlinks to your site. Even though direct linking remains part of the equation, these links no longer hold the exclusive power. Developing a backlink profile in 2016 and beyond means whatever leads back to your website must be of substance and of quality; and not just any type of link. It is not about quantity, it’s about quality. A quality backlink requires that it is natural (not forced) and makes sense to your practice or industry. Also, a diverse backlink profile is more valued than not: a multitude of backlinks from separate sources or domains is more valued than a multitude from the same location.

Based on your SEO level and your involvement, the progression of your backlink profiles may include (but are absolutely not limited to):

  • Strategy and Setup

    • Backlink Analysis
    • Research new links
    • Social Media/Google Listing/YouTube
    • Assistance with Online Business Reviews
    • Inclusion of “star rating” with reviews once established
  • Fundamentals

    • Specified Links (Legal, Industry, Associations, etc.)
    • Local Listings (Top listings first)
    • Competitor Analysis
    • General Links (Generic business/personal profiles; continued location citations)
    • Paid Listings
    • Article Submissions (hg.org, Quora, medium, etc.)
  • Intermediate

    • Local Community Activism/Sponsorships opportunities
    • Social Posts/Networking/Engagement/Bolstering presence
    • Scholarships opportunities
  • Advanced/Small Business PR

    • Brand Mentions
    • Guest Blogging/Referral Blogs
    • Article Pitches
    • HARO/Media Mentions

Consulting & Reporting: Our Partnership

If you do decide to hire a law firm SEO company, then plan on a partnership. Attorneys who regularly meet with us and act on our ideas rank higher. While we will handle the majority of the work, we will need your input on content topics and approval for link building options. Once ranking and traffic reports have been sent, we recommend a standing monthly meeting with us to pitch ideas and gain your approval to proceed on any new SEO work that may be needed.

The main objective is to get a solid return on your investment - converting your increased organic traffic into clients. By tracking contact form conversions and mobile phone call clicks, we assist with this tracking to "close the loop" of what we are targeting and helping demonstrate the return of this effort into a new client for your firm.

As part of our consulting relationship, we will work on any of the following items on a monthly basis. The work will vary depending on objectives and results of the campaign. In some months we will consult more, in others, we will conduct more on-page optimization or site architecture changes, or write additional content. Examples of our work, include:

  • Consulting

    • Set monthly meetings to assess the SEO campaign and discuss strategies for improvement.
    • Report on our monthly findings.
  • Research

    • Research industry trends as they relate to the firm and their goals.
    • Help your firm determine what is best to do and not to do.
  • Content Analysis & Writing

    • Provide a core content strategy to enhance contextual relevancy of your website’s content.
    • Determine strategy and frequency of continual blogging.
    • Consultation on the on-page optimization for title tags and meta descriptions.
    • Editing and writing content, as needed.
  • Analytics

    • Review your website traffic.
    • Highlight popular content on your website to target market.
    • Provide feedback in traffic trends to determine where your users are navigating on your site.
    • Compare and contrast your overall traffic, bounce rate & visitor behavior.
  • Directories / Associations

    • Audit the firm’s and attorney’s profiles to make sure they have a complete profile with A+ quality legal directories and citations. These include, but are not limited to: Avvo, Findlaw, Best Lawyers, SuperLawyers, Findlaw, Cornell/Justia, HG, Martindale and others.
    • List the top 100+ websites and local citations that can bolster your authority.
  • Firm Citations

    • Continual audit of firms’ backlink profile, making sure the firm maintains top quality links only.
    • Check bad & broken backlinks and assisting with their removal or reinstatement.
  • Social Media

    • Make sure firm is setup, branded & active on Facebook, Twitter & LinkedIn
    • Ensure all social media profiles are complete and firm is engaging with their audience.
    • If needed, we provide consultation and advice on how the firm can best leverage each social media network.
  • Technical Consultation

    • Establishing schema markup code on your website (helping search engines promote your content and enhancing the presentation of your snippet in search results).
    • Continual check of the health of the website through Google Search Console.
    • Quarterly monitoring of your website’s load speed and making any necessary improvements.

It Only Takes One Phone Call to Boost Your Law Firm SEO

We realize this is a lot of information to process and that it may be tough to decide which SEO plan is right for your practice. All you need to do is give us a call at 954-532-8181 or complete our online contact form to get a free website analysis and consultation.