SEO for Attorneys
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Search Engine Optimization

PaperStreet’s SEO for Attorneys: Our Results Speak for Themselves

What Does It Mean to Have the Best SEO Campaign?

When examining what makes the best SEO practices for lawyers, you have to think about SEO goals. What do you want to achieve with your law firm SEO campaign? You may know already, but if not, we’ll tell you to focus on:

  • Ranking highly on Google for the keywords that matter most
  • Achieving brand awareness by having meaningful and relatable content
  • Turning site visitors into clients with engaging content that has a low bounce rate
  • Earning clicks, phone calls, downloads, etc.
  • Gaining social media followers
  • Having a website that stands out from your competitors

At PaperStreet, we know that there is more than one measure of success when examining the performance of your website. We want you to see improvements in all aspects of your SEO campaign, and we work hard to hit all of the important site factors.

Good things come to those who wait, and SEO for attorneys is no different. There are a number of factors that can play into just how long it will take for your rankings to improve, including but not limited to:

  • How competitive your market is
  • How long your website has been online
  • The amount and quality of content on your website
  • The size of your geographically targeted area
  • The overall design and usability of your website
  • The structure (or site architecture) of your site
  • Whether you previously engaged in “black-hat” SEO techniques

We typically see our best results in six months for the average law firm, though rankings can improve days after some changes are made. Organic SEO takes time, patience, and dedication, and that is something we can promise you. Don’t listen to a firm that tells you otherwise. At PaperStreet, our SEO for attorneys strives for lasting success and our clients enjoy those rewards.

Top Rankings for Many Clients (Updated 10/14/19)

Website Address Google Ranking Keyword Phrase #1 the villages auto crash attorney #2 the villages golf cart ejection attorney #3 the villages wrongful death attorney #3 the villages truck accident lawyer #3 the villages traumatic brain injury attorney #4 the villages golf cart accident attorney #2 houston business transaction attorney #4 houston erisa lawyer #5 houston union lawyers #5 houston business contract attorney #1 (san diego) lemon attorneys #3 san diego lemon law attorney #4 (sacramento) lemon law firm #1 new orleans rideshare accident attorney #1 new orleans traffic ticket lawyer #1 new orleans lyft accident attorney #1 new orleans suspended license lawyer #1 new orleans dui lawyer #2 new orleans disturbing the peace #2 new orleans dwi lawyers #2 new orleans criminal defense attorney #3 new orleans drug defense attorney #1 boston irs tax lawyer #1 boston ovdp lawyers #1 boston irs offshore voluntary disclosure attorneys #1 boston tax lawyer #1 boston offshore tax lawyer #1 boston fatca tax lawyer #1 boston fbar attorney #1 boston small business tax attorney #1 boston offshore bank account lawyers #1 boston criminal tax lawyer #1 boston irs tax lawyer #2 boston international tax attorney #2 boston tax litigation lawyer #5 boston tax evasion lawyer #1 mckinney child support modification lawyer #2 mckinney paternity lawyer #2 mckinney divorce lawyers #3 mckinney guardianship lawyer #1 tuscaloosa accident attorney #1 tuscaloosa auto accident attorney #1 tuscaloosa injury attorney #1 tuscaloosa car accident attorney #1 tuscaloosa truck accident lawyer #1 tuscaloosa personal injury attorney #2 tuscaloosa workers compensation attorney #2 tuscaloosa work injury lawyer #2 dallas common law attorney #4 dallas name change lawyers #1 easton slip and fall lawyer #1 allentown slip and fall lawyer #1 easton truck accident attorney #2 allentown car accident lawyer #2 allentown personal injury lawyer #2 allentown dog bite lawyer #3 doylestown personal injury attorney #3 easton accident attorney #4 bethlehem back injury lawyers #5 doylestown injury attorney #1 boca raton will challenge attorney #2 boca raton asset protection attorney #4 boca raton trust challenge attorney #4 boca raton irrevocable trust attorney #4 boca raton guardianship attorney #4 boca raton trust administration attorney #5 boca raton trust litigation attorney #1 california financial elder abuse attorney #1 california variable annuity lawsuit #1 california securities fraud lawyer #1 california annuity fraud lawyers #2 san francisco elder abuse lawyers #2 san francisco financial elder abuse attorney #3 san francisco nursing home abuse lawyers #4 california elder abuse attorney #4 california nursing home abuse lawyers #5 california life insurance lawyer #1 flight injury #1 aviation injury lawyer #2 flight attorney #2 airline injury attorney #3 flight lawyer #1 fort lauderdale internet sting operation lawyer #1 florida sex crimes attorney #3 florida sexual assault attorney #3 florida child molestation attorney #4 florida child pornography lawyer #1 cherry hill auto accident lawyer #1 cherry hill brain injury attorney #1 cherry hill birth injury lawyer #2 cherry hill dog bite lawyer #2 cherry hill accident attorney #3 cherry hill personal injury lawyer #3 cherry hill injury lawyer #3 cherry hill motorcycle accident lawyer #4 cherry hill wrongful death lawyer #1 annapolis asset protection lawyer #1 annapolis guardianship attorney #1 maryland trust dispute lawyers #1 maryland living trust attorney #1 annapolis estate litigation attorney #1 annapolis trust lawyer #1 maryland estate attorney #1 annapolis estate administration attorney #1 annapolis will attorney #1 annapolis probate lawyer #2 dallas premarital agreement attorney #2 dallas collaborative divorce attorney #1 franchisee lawyers #2 franchise attorneys #2 franchise attorney #2 franchisee attorneys #2 franchise lawyer #2 franchisee attorney #2 franchisee lawyer #3 franchise lawyers #2 morristown domestic violence lawyer #2 morristown dui lawyer #1 alexandria commercial litigation lawyer #2 alexandria white collar defense attorney #3 alexandria corporate litigation lawyer #4 title ix defense lawyer #5 alexandria bank fraud attorney #1 fort myers zoning lawyer #1 fort myers eminent domain lawyer #3 fort myers hoa attorney #3 fort myers land use lawyer #5 fort myers condo attorney #3 fort lauderdale commercial litigation lawyer #3 fort lauderdale leasing attorney #4 fort lauderdale title attorneys #5 fort lauderdale real estate litigation attorney #1 delaware county land use and zoning attorney #2 bucks county land use and zoning attorney #3 montgomery county real estate lawyer #4 philadelphia county land use and zoning attorney #4 chester county land use and zoning attorney #1 grand rapids parental alienation attorney #1 grand rapids child support attorney #2 grand rapids child custody attorney #2 grand rapids alimony lawyer #4 grand rapids flat fee divorce lawyer #1 maryland fatca lawyer #2 maryland voluntary disclosure attorney #2 maryland streamlined filing lawyer #3 maryland ovdp attorney #3 maryland offshore bank account attorneys #4 maryland irs offshore voluntary disclosure lawyer #4 maryland streamlined filing compliance procedures attorneys #1 fort lauderdale hurricane damage lawyer #2 fort lauderdale fire damage attorney #1 johnson county indecent liberties lawyer #1 johnson county theft attorney #1 johnson county battery lawyer #3 johnson county marijuana attorney #3 johnson county sex crimes lawyer #3 johnson county drug crime attorney #4 johnson county assault lawyer #2 worland medical malpractice attorney #3 worland personal injury lawyer #1 new jersey irs lawyer #1 new jersey tax litigation attorney #1 new jersey offshore tax attorney #1 new jersey offshore account attorney #1 new jersey criminal tax lawyer #1 new jersey ovdp lawyer #1 new jersey irs voluntary disclosure lawyer #2 new jersey irs small business audit attorneys #2 new jersey irs offshore voluntary disclosure lawyer #2 new jersey fatca attorney #3 new jersey international tax attorney #3 new jersey tax defense lawyer #3 new jersey small business tax attorney #3 new jersey foreign bank account lawyer #3 new jersey tax audit lawyer #1 springfield irrevocable trust attorney #1 branson elder lawyer #1 springfield trust lawyer #1 springfield probate lawyers #1 branson estate planning lawyer #3 springfield long-term care attorney #3 springfield estate planning attorney #3 springfield probate lawyers #1 crestview personal injury lawyer #1 crestview auto accident lawyer #2 destin motorcycle accident attorney #5 niceville car accident lawyers #1 seattle divorce lawyers #1 seattle divorce mediation lawyer #1 seattle divorce attorney #1 seattle visitation lawyer #2 seattle legal separation attorney #3 seattle paternity attorney #1 fort myers pedestrian injury attorney #2 fort myers motorcycle accident attorney #3 fort myers wrongful death attorney #4 fort myers defective product lawyer #1 maryland federal employment lawyer #1 maryland wage and hour attorney #2 maryland pregnancy discrimination lawyer #3 maryland discrimination lawyer #3 maryland severance agreement lawyer #4 maryland eeoc lawyer #4 maryland sexual harassment lawyer #1 tampa essure lawyer #1 tampa hernia mesh attorneys #2 tampa taxotere lawsuit attorneys #2 tampa medical device attorney #2 tampa xarelto lawyers #4 tampa testosterone attorney #4 tampa hip replacement lawyers #1 sarasota juvenile attorney #1 sarasota criminal defense attorneys #1 bradenton dui attorneys #1 bradenton juvenile lawyer #1 bradenton juvenile lawyer #2 bradenton criminal defense attorneys #3 bradenton probation violation attorney #1 the villages murder attorney #2 the villages domestic violence lawyer #3 the villages slip and fall lawyers #4 the villages golf cart accident attorney #5 the villages nursing home neglect attorneys #1 washington dc business tax attorney #1 washington dc tax attorney #1 washington dc international tax attorney #1 washington dc ovdp lawyer #1 washington dc irs business audit attorneys #1 washington dc streamlined filing attorney #1 washington dc offshore account attorney #1 washington dc offshore tax attorney #1 washington dc fbar attorney #1 waldorf bus accident attorney #1 waldorf motorcycle accident lawyers #1 waldorf wrongful death lawyer #2 waldorf truck accident lawyer #2 waldorf nursing home negligence lawyer #3 vaccine attorney #1 lancaster workman's compensation lawyer #2 lancaster workers compensation attorney #4 lancaster job injury lawyer #4 lancaster work injury lawyer #5 lancaster workplace injury lawyer #1 virginia criminal tax attorney #1 virginia offshore tax lawyer #1 virginia irs business audit attorneys #1 virginia irs small business audit lawyers #1 virginia tax defense attorney #1 virginia fatca lawyer #1 virginia irs voluntary disclosure lawyer #2 virginia offshore bank account attorneys #2 virginia tax litigation attorney #3 virginia international tax attorney #3 virginia business tax attorney #1 miami insurance law firm #1 miami insurance coverage lawyer #2 miami insurance litigation lawyer #2 miami disability insurance lawyers #3 miami bad faith insurance attorney #1 yield enhancement strategy ubs #2 ubs iron condor losses #4 ubs yes strategy lawsuit

What We Do for Your Site

PaperStreet’s team is comprised of technology experts and attorneys in order to make sure your law firm’s website achieve its maximum potential. Our winning formula for SEO results included the following:

Strategy & Onboarding

Strategy and Onboarding

  • Kickoff call with client to discuss campaign goals and deliverables
  • Research effective keyword phrases
  • Client approval on finalized Keyword phrases

Website & Rankings Review

Website & Rankings Review

  • Check Mobile-friendly version of the website exists
  • Check homepage for mobile SEO issues
  • Make sure Google Analytics is set up and on every page
  • Make sure Google Search Console (GSC) is set up
  • Submit XML sitemap to Google GSC
  • Fetch as Google and submit all linked pages to the index
  • Check for any messages or notifications from Google (manual actions or security issues)
  • Set geographic target area within GSC appropriately
  • Merge/sync Google Analytics and GSC
  • Make sure schema markup (Local Business) has been applied to the NAP information
  • Add Knowledge Graph schema markup
  • Setup monthly ranking report in keyword tracking software
  • Create link building plan for ongoing campaign

Content Analysis & Optimization

Content Analysis & Optimization

  • Outline and finalize site architecture and keywords
  • Content audit on the website based on selected keywords.
  • Apply on page optimization
  • Recommendation of long form content
  • Check for In-depth “About Us” page including a mission statement, company directory and other signs of legitimate business
  • Check for Robust Contact and/or Customer Service Information
  • Fetch as Google and submit all linked pages to the index
  • Check there are Authoritative outbound links included in content
  • Check internal linking has been included within content
  • Check Main content (purpose of page) is not below the fold

Technical SEO

Technical SEO

  • Exclude traffic from us & firm IP address in Analytics
  • Apply custom channel grouping (Level 3 & 4 only)
  • Google Analytics: Exclude all hits from known bots/spiders
  • Check Navigation and page copy is visible/functions without JS
  • Check Error pages return error status codes
  • All URLs work with HTTP or HTTPS, but not both
  • Google Analytics Contact Form Goal Setup
  • Google Analytics/Tag Manager Phone Number Click Goal
  • Google Analytics is capturing internal search (if applicable)
  • Run Xenu report and check that all links are functioning
  • Google Analytics - Add domain to referral exclusion list
  • Google Analytics - Add segment to filter out referral spam
  • Apply update to capture Google Translate usage data
  • Run Screaming Frog report
  • Check for redirect chains using Screaming Frog
  • Check for duplicate titles and metas using Screaming Frog
  • Check for canonical errors using Screaming Frog
  • Make sure all relevant images have optimized alt tags applied
  • No “splash” entry pages/doorway pages
  • Internal technical duplicate content check
  • Duplicate content is not returned by other websites
  • Check for multiple URLS parameters with same content
  • Hidden text does not exist
  • Keyword stuffing does not exist
  • iFrames, flash or JS links are not being used on the website
  • Confirm no more than 300 links per page exist
  • Confirm no more than 25 footer links
  • Address clearly listed on each page in header or footer
  • Copyright and Blog date stamps are applied
  • Use rel=”canonical” for duplicate pages or check that it should be “noindex; nofollow”
  • 301 redirects for alternative domain names and old pages
  • WWW used only (and the non-www redirects)
  • SEO friendly URLs - short, extension less, close to the URL, less than 74 characters
  • htaccess file is established (if on Apache server)
  • Check/setup browser caching for .htaccess
  • Custom 404 error page exists
  • Broken URLs redirects to 404 page
  • Robots.txt file configured and XML sitemaps are listed
  • Make sure an extensive sitemap page is created
  • Generate a Sitebeam report
  • Site Speed has been checked
  • Safe Browsing Site Status Check
  • In addition to part one, once the site launches, there are still additional tasks to do offsite. You need to begin link building, social media setup, content writing, and ongoing consulting & analysis.

Content Writing and Marketing (Initial and Ongoing)

Content Writing and Marketing (Initial and Ongoing)

  • Initial content writing for the project.
  • Creation of blog post to enhance your website’s performance
  • Evolve your core content to prevent a high bounce and increase engagement
  • Competitive analysis to ensure you have the pages you need to stand out among your competitors site
  • Infographics (for a fee) to help make key pages stand out
  • Script editing for video production
  • Review of content you produce to ensure it matches SEO and marketing guidelines
  • Content refreshes whenever certain pages lose their ranking placement
  • Creation of geographic landing pages to help you gain a presence in your desired locations

Link Building

Link Building

  • Initial Backlink Analysis
  • For all new website launches, run a ranking update the same day as launch of website
  • Create a Baseline Ranking Report
  • Check for Broken & Lost Links
  • Check if business has enough Google reviews to set up review snippet for SERP
  • Periodically review if business is accumulating online reviews and provide best practices guideline
  • Collect Photos from Client for Local Listings
  • Set up listings and assist with backlinks specific to client’s industry/area
  • Review and correct Local Listings
  • Initial Competitor analysis
  • Submit General Links
  • Recommend Paid Listings
  • Assist with Article Submissions (varies per level/client)
  • Assist with Local Community/Sponsorships opportunities as needed
  • Assist with Social Recommendations on Networking/Engagement/Bolstering presence
  • Provide recommendations on scholarship opportunities
  • Consult and assist with Small Business PR (Brand Mentions/HARO/Pitches)

Analysis and Consulting

Analysis and Consulting

  • SEO Content Manager Starts Blogging
  • Quarterly check on campaign keywords
  • Quarterly check on bad backlink profile and disavow if needed
  • Quarterly check on mobile speed of website
  • Quarterly check on Online Business Reviews and Ratings if needed

Social Media

Social Media

  • Claim Google My Business Page local listing
  • Confirm Google Maps is listed on contact/city pages
  • Inquire about text messaging for Google Listing if desired
  • Set up and/or review Facebook, Twitter, LinkedIn, and HootSuite
  • Set Up YouTube channel (if videos exist) and verify
  • Video Optimization: Description and Titles, Tagging, Thumbnail Selection, Playlist Creation, Transcriptions, Adding video to relevant website pages and/or gallery
  • Check Social media pages include imagery/branding
  • Check all social media icons are present on website (if active)
  • Send client their social media logins & strategies
  • Open Graph meta data has been added

Website Redesigns and Transfers Checklist

Website Redesigns and Transfers Checklist

When you are redesigning or migrating a website, we have a long 100+ step checklist to review. Some key features are:

  • Find All Content – Create reports to showcase ALL content on your current site to map old to new pages.
  • Benchmark Analytics – Keep the same analytics and benchmark analytics to determine traffic spikes and drops.
  • Update Internal Links – You must update links internally, if any have changed.
  • Check Duplicates and Canonicalization – Check out any canonicals or duplicate content on the website.
  • Resolve Duplicates – Check out domains, subdomains, HTTP vs. HTTPs, individual pages, etc.
  • Identify Removed Pages – Make sure any removed pages were done so on purpose.
  • 404 Error Pages & Sitemaps – Create custom 404 error pages. Create a new sitemap and upload to Google.
  • Redirects – Create 301 redirects as needed for all marketing materials, print materials and broken links.

Typical Results for a Law Firm 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:

Calls / Contact Forms

Total Conversions: Calls & Contact Forms

Downloads / Signups

Tracking: Downloads & Signups

Traffic / Impressions

Analytics: Traffic & Impressions

Ranking Higher

Search Rankings: Ranking Higher

Improved Time on Site or Decrease Bounce Rate

Usability: Improved Time or Decreased Bounce Rate

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