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SEO for Attorneys
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Search Engine Optimization

SEO for Lawyers: We Know What Works

If you browse Google and do a few searches, you may feel like you can become an SEO expert overnight. Articles outline the dos and don’ts of SEO for lawyers in a way that makes it sound easy. Though it is certainly possible to teach yourself SEO, do you have the time it takes to master the skills? Even if you choose to hire someone else, can you risk hiring a marketing firm that seems inexpensive but may not engage in ethical practices? What happens if you or the agency make a mistake and/or your website is penalized?

At PaperStreet, SEO for attorneys is what we do. Sure we create awesome campaigns for other businesses and we’re proud of that success, but we were founded by a lawyer and lawyers serve in all areas of our company. We were created to help law firms, and we remain true to our founding principles. Our clients have successful campaigns because we know how important it is to combine SEO best practices while still respecting the ethics that govern attorney marketing and advertising.

We know you want clients and you want to promote your legal services in the best way you can. We also know what Google is looking for and we know how to make a great website. Don’t try to teach yourself law firm SEO overnight. Let us earn you the results we’ve proudly earned for hundreds of clients.

Top Rankings for Many Clients (Updated 3/30/20)

Website Address Google Ranking Keyword Phrase #1 (new york city) zadroga lawyer #3 (new york city) 9/11 lawyer #3 (new york city) 911 cancer claim #4 (new york city) 911 fund lawyer #1 ann arbor retail fraud attorney #3 ann arbor dwi lawyer #5 ann arbor felony lawyer #1 the villages golf cart ejection attorney #2 the villages auto crash attorney #3 the villages injury law firm #3 the villages traumatic brain injury attorney #3 the villages truck accident lawyer #5 the villages golf cart accident attorney #1 houston erisa lawyer #4 houston union lawyers #5 houston business transaction attorney #1 san diego lemon law attorney #1 (san diego) lemon attorneys #4 (sacramento) lemon law firm #1 new orleans suspended license lawyer #1 new orleans traffic ticket lawyer #1 new orleans rideshare accident attorney #3 new orleans dwi lawyers #3 new orleans drug defense attorney #3 new orleans dui lawyer #5 new orleans lyft accident attorney #1 boston tax attorney #1 boston international tax attorney #1 boston tax lawyer #1 boston fatca tax lawyer #1 boston fbar attorney #1 boston offshore tax lawyer #1 boston small business tax attorney #1 boston ovdp lawyers #2 boston criminal tax lawyer #2 boston tax evasion lawyer #2 boston tax litigation lawyer #1 mckinney guardianship lawyer #1 mckinney paternity lawyer #2 mckinney divorce lawyers #2 mckinney child support modification lawyer #1 tuscaloosa accident attorney #1 tuscaloosa auto accident attorney #1 tuscaloosa workers compensation attorney #1 tuscaloosa truck accident lawyer #2 tuscaloosa car accident attorney #2 tuscaloosa personal injury attorney #3 tuscaloosa work injury lawyer #2 dallas high net worth divorce lawyers #3 dallas name change lawyers #3 dallas divorce attorneys #1 allentown car accident lawyer #1 allentown slip and fall lawyer #1 easton slip and fall lawyer #1 allentown dog bite lawyer #1 allentown personal injury lawyer #3 bethlehem accident attorney #3 bethlehem personal injury lawyers #4 bethlehem back injury lawyers #4 bethlehem slip and fall lawyers #4 bethlehem truck accident attorney #4 doylestown accident lawyer #4 doylestown injury attorney #4 doylestown personal injury attorney #4 easton truck accident attorney #1 boca raton will challenge attorney #2 boca raton asset protection attorney #4 boca raton irrevocable trust attorney #4 boca raton trust challenge attorney #4 boca raton trust administration attorney #4 boca raton guardianship attorney #5 boca raton trust litigation attorney #1 california securities fraud lawyer #1 california annuity fraud lawyers #2 california life insurance lawyer #2 california financial elder abuse attorney #2 san francisco elder abuse lawyers #1 flight attorney #1 flight lawyer #1 flight injury #2 airline injury attorney #1 fort lauderdale internet sting operation lawyer #1 florida child molestation attorney #1 florida sex crime attorney #4 florida child pornography lawyer #4 florida sexual assault attorney #1 cherry hill accident attorney #1 cherry hill personal injury lawyer #2 cherry hill motorcycle accident lawyer #3 cherry hill truck accident attorney #5 cherry hill birth injury lawyer #5 cherry hill wrongful death lawyer #1 annapolis asset protection lawyer #1 annapolis estate attorney #1 annapolis guardianship attorney #1 annapolis probate lawyer #1 annapolis trust lawyer #1 annapolis will attorney #1 franchise dispute lawyer #1 franchise litigation attorney #2 franchise legal advice #3 franchise attorneys #4 franchise lawyer #2 morristown dwi lawyer #2 morristown juvenile attorney #3 morristown criminal attorney #3 morristown domestic violence lawyer #2 alexandria bank fraud attorney #2 title ix defense attorney #3 alexandria commercial litigation lawyer #5 alexandria white collar defense attorney #5 alexandria health care fraud attorney #1 somers point child support lawyers #1 somers point criminal defense attorney #1 somers point dui lawyer #1 freehold internet lawyer #1 freehold sexual assault attorney #1 turnersville dui attorney #1 turnersville dwi lawyer #1 new jersey dyfs lawyer #4 new jersey police misconduct lawyer #1 fort myers land use lawyer #2 fort myers condo attorney #4 fort myers hoa attorney #4 fort myers zoning lawyer #3 delaware county land use and zoning attorney #3 montgomery county land use and zoning attorney #5 philadelphia county land use and zoning attorney #1 philadelphia county real estate transaction attorney #2 montgomery county real estate transaction lawyer #3 chester county real estate transaction attorney #1 grand rapids child support attorney #1 grand rapids parental alienation attorney #1 grand rapids high asset divorce attorney #2 grand rapids child custody attorney #3 grand rapids flat fee divorce lawyer #3 grand rapids child visitation lawyer #4 grand rapids alimony lawyer #1 maryland fatca lawyer #1 maryland ovdp attorney #1 maryland offshore bank account attorneys #3 maryland fbar attorney #4 maryland offshore tax attorney #1 johnson county indecent liberties lawyer #1 johnson county battery lawyer #3 johnson county marijuana attorney #4 johnson county drug crime attorney #4 johnson county theft attorney #5 johnson county domestic violence lawyer #5 johnson county sex crimes lawyer #2 worland personal injury lawyer #3 worland medical malpractice attorney #3 denver auto accident lawyer #3 denver accident attorney #1 new jersey criminal tax lawyer #1 new jersey fatca attorney #1 new jersey foreign bank account lawyer #1 new jersey offshore account attorney #2 new jersey business tax lawyer #2 new jersey international tax attorney #2 new jersey tax litigation attorney #3 new jersey irs lawyer #3 new jersey tax audit lawyer #4 new jersey ovdp lawyer #5 new jersey tax attorney #1 woodstock adoption attorney #3 woodstock truck accident attorney #3 woodstock child support lawyer #1 (suffolk county) disability lawyer #2 (suffolk county) social security lawyers #3 (nassau county) disability lawyer #1 springfield probate lawyers #1 springfield trust lawyer #1 springfield irrevocable trust attorney #1 springfield long-term care attorney #1 branson elder lawyer #2 springfield estate planning attorney #2 branson estate planning lawyer #2 springfield power of attorney #4 springfield elder lawyer #1 crestview auto accident lawyer #2 crestview personal injury lawyer #4 destin motorcycle accident attorney #5 niceville car accident lawyers #1 seattle divorce mediation lawyer #3 seattle collaborative divorce attorney #3 seattle divorce attorney #3 seattle legal separation attorney #5 seattle prenuptial agreement attorney #1 fort myers motorcycle accident attorney #4 fort myers injury law firm #4 fort myers pedestrian injury attorney #1 fort myers medical device lawyer #2 fort myers uninsured motorist lawyer #4 fort myers child injury lawyer #1 maryland discrimination lawyer #1 maryland pregnancy discrimination lawyer #1 maryland wage and hour attorney #2 maryland severance agreement lawyer #3 maryland employment lawyer #3 maryland wrongful termination lawyer #3 maryland eeoc lawyer #4 maryland federal employment lawyer #5 maryland sexual harassment lawyer #1 tampa hernia mesh attorneys #1 tampa medical device attorney #1 tampa xarelto lawyers #1 tampa essure lawyer #1 tampa taxotere lawyer #2 tampa hip replacement lawyers #3 tampa medical malpractice attorney #4 tampa testosterone attorney #1 sarasota juvenile attorney #1 bradenton dui attorneys #1 bradenton juvenile lawyer #2 sarasota criminal defense attorneys #2 bradenton criminal defense attorneys #2 bradenton juvenile attorney #3 bradenton probation violation attorney #1 the villages nursing home neglect attorneys #1 the villages workers comp lawyer #1 the villages murder attorney #2 the villages golf cart accident attorney #4 the villages car accident attorney #4 the villages injury law firm #4 the villages slip and fall lawyers #5 the villages motorcycle accident lawyer #5 the villages wrongful death attorney #5 the villages dui attorney #1 washington dc tax attorney #1 washington dc international tax attorney #1 washington dc fbar attorney #1 washington dc offshore account attorney #1 washington dc ovdp lawyer #1 washington dc tax evasion lawyers #2 washington dc international tax attorney #3 washington dc fatca lawyer #4 washington dc business tax attorney #1 waldorf nursing home abuse lawyer #1 waldorf nursing home negligence lawyer #2 waldorf bus accident attorney #3 leonardtown slip and fall lawyer #4 leonardtown dog bite lawyer #4 leonardtown motorcycle accident lawyer #5 leonardtown nursing home neglect lawyer #1 lancaster workman's compensation lawyer #1 lancaster workers compensation attorney #1 lancaster workers comp lawyer #2 lancaster hurt at work lawyers #2 lancaster workplace accident attorney #4 lancaster job injury lawyer #4 lancaster job accident lawyer #4 lancaster workplace injury lawyer #5 lancaster work injury lawyer #5 lancaster hurt on the job lawyers #1 virginia criminal tax attorney #1 virginia tax audit lawyers #1 virginia fatca lawyer #1 virginia offshore tax lawyer #1 virginia ovdp lawyer #1 virginia tax defense attorney #1 virginia tax litigation attorney #2 virginia offshore bank account attorneys #2 virginia tax evasion attorney #4 virginia tax lawyer #4 virginia international tax attorney #4 virginia business tax attorney #4 virginia irs lawyer #5 virginia small business tax attorney #1 miami insurance law firm #2 miami insurance coverage lawyer #3 miami insurance claim lawyer #3 miami disability insurance lawyers #3 miami insurance law attorneys #3 miami insurance litigation lawyer #1 ubs yield enhancement strategy #2 ubs iron condor losses #4 bitcoin lawyer #5 ubs yes strategy lawsuit #1 high-yield bond loss attorney #1 junk bond lawyer #1 pension plan fraud #2 stock market loss lawyer #2 reporting 401k fraud #3 stock loss lawyer

PaperStreet’s SEO for Attorneys: 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. We’ve seen clients rise thousands of spots in mere weeks, but we keep our goals realistic. 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 approach to SEO for attorneys is to create lasting success, and our clients enjoy the rewards that follow.

What We Can Do For Your SEO Campaign

PaperStreet’s team is comprised of technology experts and attorneys in order to make sure your law firm’s website achieve its maximum potential. Some law firms come to us with an SEO campaign in place that just isn’t yielding results. Some come to us and they don’t even have a website yet. Either way, our approach to SEO for lawyers stays the same. We make sure a law firm’s SEO campaign has:

  1. Keywords that target your desired location and practice area—with research to support your choices
  2. SEO content that details all that your firm has to offer—presented in a way that your clients find to be engaging and informative
  3. A powerful link building campaign where we not only find great links to your site, but we suggest and write content that garners attention and links.
  4. Social media, blogs, videos, and more. We’re a full service SEO agency, so we’re happy to implement whatever ideas you have in mind.

Overall, our SEO for attorneys includes:

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.