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 1/16/20)

Website Address Google Ranking Keyword Phrase
911benefits.com #5 911 cancer claim
911benefits.com #5 zadroga lawyer
babiarzlawfirm.com #1 the villages golf cart ejection attorney
babiarzlawfirm.com #1 the villages traumatic brain injury attorney
babiarzlawfirm.com #2 the villages auto crash attorney
babiarzlawfirm.com #5 the villages golf cart accident attorney
bergplummer.com #1 houston erisa lawyer
bergplummer.com #4 houston union lawyers
bergplummer.com #5 houston business transaction attorney
bickellawfirm.com #1 (San Diego) lemon attorneys
bickellawfirm.com #4 (Sacramento) lemon law firm
bickellawfirm.com #4 (Orange County) lemon law attorney
bloomlegal.com #1 new orleans traffic ticket lawyer
bloomlegal.com #1 new orleans lyft accident attorney
bloomlegal.com #1 new orleans rideshare accident attorney
bloomlegal.com #1 new orleans dwi lawyers
bloomlegal.com #2 new orleans suspended license lawyer
bloomlegal.com #2 new orleans dui lawyer
bloomlegal.com #3 new orleans drug defense attorney
boston-tax-lawyer.com #1 boston tax attorney
boston-tax-lawyer.com #1 boston international tax attorney
boston-tax-lawyer.com #1 boston tax lawyer
boston-tax-lawyer.com #1 boston fatca tax lawyer
boston-tax-lawyer.com #1 boston fbar attorney
boston-tax-lawyer.com #1 boston irs tax lawyer
boston-tax-lawyer.com #1 boston offshore tax lawyer
boston-tax-lawyer.com #1 boston ovdp lawyers
boston-tax-lawyer.com #2 boston criminal tax lawyer
boston-tax-lawyer.com #2 boston tax litigation lawyer
boston-tax-lawyer.com #2 boston tax litigation lawyer
collincountyattorney.com #1 mckinney guardianship lawyer
collincountyattorney.com #1 mckinney paternity lawyer
collincountyattorney.com #1 mckinney child support modification lawyer
collincountyattorney.com #2 mckinney divorce lawyers
crossandsmith.com #1 tuscaloosa accident attorney
crossandsmith.com #1 tuscaloosa car accident attorney
crossandsmith.com #1 tuscaloosa injury attorney
crossandsmith.com #1 tuscaloosa personal injury attorney
crossandsmith.com #1 tuscaloosa work injury lawyer
crossandsmith.com #1 tuscaloosa truck accident lawyer
dallasdivorcelawyer.com #1 dallas child support lawyer
dallasdivorcelawyer.com #3 dallas name change lawyers
dallasdivorcelawyer.com #3 dallas divorce attorney
dhdlaw.com #1 allentown car accident lawyer
dhdlaw.com #1 allentown slip and fall lawyer
dhdlaw.com #1 easton slip and fall lawyer
dhdlaw.com #1 allentown dog bite lawyer
dhdlaw.com #2 easton truck accident attorney
dhdlaw.com #2 allentown personal injury lawyer
dhdlaw.com #3 doylestown accident lawyer
dhdlaw.com #3 doylestown injury attorney
dhdlaw.com #3 doylestown personal injury attorney
dhdlaw.com #3 easton personal injury lawyer
ellis-law.com #1 boca raton will challenge attorney
ellis-law.com #1 boca raton trust challenge attorney
ellis-law.com #2 boca raton asset protection attorney
ellis-law.com #4 boca raton irrevocable trust attorney
ellis-law.com #4 boca raton living trust lawyer
ellis-law.com #4 boca raton trust administration attorney
evanslaw.com #1 california financial elder abuse attorney
evanslaw.com #1 california securities fraud lawyer
evanslaw.com #1 california annuity fraud lawyers
evanslaw.com #2 california life insurance lawyer
evanslaw.com #2 san francisco elder abuse lawyers
evanslaw.com #3 san francisco financial elder abuse attorney
evanslaw.com #3 california qui tam lawyer
evanslaw.com #4 california elder abuse attorney
evanslaw.com #4 california whistleblower attorney
flightinjury.com #1 airline injury attorney
flightinjury.com #1 flight lawyer
flightinjury.com #1 airline injury attorney
flightinjury.com #2 aviation accident attorney
flightinjury.com #5 airplane accident lawyer
floridasexcrimeattorney.com #1 fort lauderdale internet sting operation lawyer
floridasexcrimeattorney.com #1 florida sex crime attorney
floridasexcrimeattorney.com #3 florida child molestation attorney
folkmanlaw.com #1 cherry hill birth injury lawyer
folkmanlaw.com #1 cherry hill motorcycle accident lawyer
folkmanlaw.com #2 cherry hill accident attorney
folkmanlaw.com #2 cherry hill injury lawyer
folkmanlaw.com #2 cherry hill personal injury lawyer
folkmanlaw.com #3 cherry hill wrongful death lawyer
fredfranke.com #1 annapolis asset protection lawyer
fredfranke.com #1 annapolis estate administration attorney
fredfranke.com #1 annapolis estate attorney
fredfranke.com #1 annapolis estate litigation attorney
fredfranke.com #1 annapolis estate planning law firm
fredfranke.com #1 annapolis guardianship attorney
fredfranke.com #1 annapolis probate lawyer
fredfranke.com #1 annapolis trust lawyer
fredfranke.com #1 annapolis will attorney
fredfranke.com #1 maryland estate attorney
fredfranke.com #1 maryland estate planning attorney
fredfranke.com #1 maryland probate lawyer
fredfranke.com #1 maryland trust lawyer
fredfranke.com #1 maryland will lawyer
gbfamilylaw.com #1 dallas flat fee divorce attorney
gbfamilylaw.com #4 dallas divorce mediation attorney
gbfamilylaw.com #4 dallas collaborative divorce attorney
gbfamilylaw.com #5 dallas premarital agreement attorney
goldlawgroup.com #1 franchise lawyers
goldlawgroup.com #1 franchise dispute lawyer
goldlawgroup.com #1 franchise litigation attorney
goldlawgroup.com #2 franchise legal advice
goldlawgroup.com #3 franchisee attorney
gormanlawfirmnj.com #2 morristown dui lawyer
gormanlawfirmnj.com #2 morristown domestic violence lawyer
gormanlawfirmnj.com #2 morristown dwi lawyer
gormanlawfirmnj.com #2 morristown juvenile attorney
gormanlawfirmnj.com #5 hackensack juvenile lawyers
harveybinnall.com #2 alexandria commercial litigation lawyer
harveybinnall.com #2 alexandria white collar defense attorney
harveybinnall.com #2 title ix defense lawyer
harveybinnall.com #3 alexandria bank fraud attorney
harveybinnall.com #3 alexandria medicare fraud lawyer
henlaw.com #2 fort myers eminent domain lawyer
henlaw.com #3 fort myers hoa attorney
henlaw.com #3 fort myers condo attorney
henlaw.com #5 fort myers zoning lawyer
kraayeveld.com #1 grand rapids child support attorney
kraayeveld.com #1 grand rapids parental alienation attorney
kraayeveld.com #1 grand rapids flat fee divorce lawyer
kraayeveld.com #1 grand rapids child custody attorney
kraayeveld.com #1 grand rapids child visitation lawyer
kraayeveld.com #1 grand rapids high asset divorce attorney
kraayeveld.com #2 grand rapids alimony lawyer
kraayeveld.com #4 grand rapids flat fee divorce lawyer
maryland-tax-lawyer.com #1 maryland fatca lawyer
maryland-tax-lawyer.com #1 maryland ovdp attorney
maryland-tax-lawyer.com #1 maryland voluntary disclosure attorney
maryland-tax-lawyer.com #2 maryland offshore bank account attorneys
maryland-tax-lawyer.com #4 maryland offshore tax attorney
mauslawfirm.com #1 fort lauderdale fire damage attorney
mauslawfirm.com #1 fort lauderdale hurricane damage lawyer
mauslawfirm.com #4 fort lauderdale fire damage attorney
mauslawfirm.com #5 fort lauderdale homeowners insurance lawyer
merrillfirm.com #1 johnson county indecent liberties lawyer
merrillfirm.com #2 johnson county theft attorney
merrillfirm.com #2 johnson county marijuana attorney
merrillfirm.com #4 johnson county battery lawyer
merrillfirm.com #4 johnson county drug crime attorney
newjersey-tax-lawyer.com #1 new jersey criminal tax lawyer
newjersey-tax-lawyer.com #1 new jersey fatca attorney
newjersey-tax-lawyer.com #1 new jersey irs voluntary disclosure lawyer
newjersey-tax-lawyer.com #1 new jersey foreign bank account lawyer
newjersey-tax-lawyer.com #1 new jersey offshore account attorney
newjersey-tax-lawyer.com #2 new jersey tax litigation attorney
newjersey-tax-lawyer.com #3 new jersey business tax lawyer
newjersey-tax-lawyer.com #3 new jersey tax audit lawyer
newjersey-tax-lawyer.com #4 new jersey tax evasion attorney
newjersey-tax-lawyer.com #5 new jersey tax attorney
parksjones.com #1 springfield estate planning attorney
parksjones.com #1 branson estate planning lawyer
parksjones.com #1 springfield probate lawyers
parksjones.com #1 springfield trust lawyer
parksjones.com #1 springfield irrevocable trust attorney
parksjones.com #1 springfield long-term care attorney
podhurst.com #1 florida complex litigation attorney
podhurst.com #3 florida white collar crime lawyer
podhurst.com #4 florida class action lawyers
podhurst.com #4 florida professional malpractice lawyers
podhurst.com #1 florida aviation litigation law firm
podhurst.com #3 florida aviation accident law firm
powelllawfirm.com #1 crestview personal injury lawyer
powelllawfirm.com #2 crestview auto accident lawyer
powelllawfirm.com #3 defuniak springs car accident lawyer
powelllawfirm.com #4 destin motorcycle accident attorney
powelllawfirm.com #5 defuniak springs personal injury lawyer
seattledivorceservices.com #1 seattle divorce attorney
seattledivorceservices.com #1 seattle divorce mediation lawyer
seattledivorceservices.com #1 seattle visitation lawyer
seattledivorceservices.com #3 seattle paternity attorney
seattledivorceservices.com #4 seattle collaborative divorce attorney
seattledivorceservices.com #4 seattle legal separation attorney
seattledivorceservices.com #5 seattle prenuptial agreement attorney
staffordtrialteam.com #1 maryland pregnancy discrimination lawyer
staffordtrialteam.com #1 maryland wage and hour attorney
staffordtrialteam.com #2 maryland discrimination lawyer
staffordtrialteam.com #3 maryland eeoc lawyer
staffordtrialteam.com #3 maryland federal employment lawyer
staffordtrialteam.com #3 maryland severance agreement lawyer
staffordtrialteam.com #4 maryland sexual harassment lawyer
tampatriallawyers.com #1 tampa hernia mesh attorneys
tampatriallawyers.com #1 tampa xarelto lawyers
tampatriallawyers.com #1 tampa essure lawyer
tampatriallawyers.com #2 tampa hip replacement lawyers
tampatriallawyers.com #2 tampa medical device attorney
tampatriallawyers.com #2 tampa taxotere lawsuit attorneys
tampatriallawyers.com #4 tampa testosterone attorney
thefowlerlawgroup.com #1 sarasota criminal defense attorneys
thefowlerlawgroup.com #1 sarasota juvenile attorney
thefowlerlawgroup.com #1 bradenton criminal defense attorneys
thefowlerlawgroup.com #1 bradenton dui attorneys
thefowlerlawgroup.com #1 bradenton juvenile attorney
thefowlerlawgroup.com #2 bradenton probation violation attorney
thevillageslaw.com #1 the villages slip and fall lawyers
thevillageslaw.com #2 the villages golf cart accident attorney
thevillageslaw.com #2 the villages murder attorney
thevillageslaw.com #2 the villages domestic violence lawyer
thevillageslaw.com #3 the villages wrongful death attorney
thevillageslaw.com #4 the villages injury law firm
thevillageslaw.com #4 the villages nursing home abuse attorney
thevillageslaw.com #4 the villages nursing home neglect attorneys
thevillageslaw.com #5 the villages workers comp lawyer
thevillageslaw.com #5 the villages criminal defense lawyer
thorntaxlaw.com #1 washington dc business tax attorney
thorntaxlaw.com #1 washington dc international tax attorney
thorntaxlaw.com #1 washington dc tax attorney
thorntaxlaw.com #1 washington dc offshore account attorney
thorntaxlaw.com #1 washington dc tax defense attorneys
thorntaxlaw.com #2 washington dc tax lawyer
thorntaxlaw.com #2 washington dc irs tax lawyer
thorntaxlaw.com #2 washington dc fatca lawyer
thorntaxlaw.com #2 washington dc tax evasion lawyers
tompyleslaw.com #1 waldorf nursing home abuse lawyer
tompyleslaw.com #1 waldorf nursing home negligence lawyer
tompyleslaw.com #4 waldorf bus accident attorney
tompyleslaw.com #4 waldorf motorcycle accident lawyers
tompyleslaw.com #4 waldorf wrongful death lawyer
tompyleslaw.com #5 waldorf truck accident lawyer
vanasselaw.com #1 lancaster workers compensation attorney
vanasselaw.com #1 lancaster job injury lawyer
vanasselaw.com #2 lancaster workman's compensation lawyer
vanasselaw.com #3 lancaster hurt on the job lawyers
vanasselaw.com #4 lancaster job accident lawyer
vanasselaw.com #4 lancaster workplace injury lawyer
vanasselaw.com #5 lancaster work injury lawyer
vanasselaw.com #5 lancaster hurt at work lawyers
vanasselaw.com #5 lancaster workplace accident attorney
virginia-tax-lawyer.com #1 virginia criminal tax attorney
virginia-tax-lawyer.com #1 virginia tax audit lawyers
virginia-tax-lawyer.com #1 virginia irs lawyer
virginia-tax-lawyer.com #1 virginia fatca lawyer
virginia-tax-lawyer.com #1 virginia offshore tax lawyer
virginia-tax-lawyer.com #2 virginia fbar attorney
virginia-tax-lawyer.com #2 virginia small business tax attorney
virginia-tax-lawyer.com #2 virginia tax defense attorney
virginia-tax-lawyer.com #4 virginia tax evasion attorney
virginia-tax-lawyer.com #5 virginia tax attorney
virginia-tax-lawyer.com #5 virginia business tax attorney
vpm-legal.com #1 miami insurance law firm
vpm-legal.com #2 miami insurance recovery attorney
vpm-legal.com #2 miami insurance litigation lawyer
vpm-legal.com #2 miami disability insurance lawyers
vpm-legal.com #3 miami insurance claim lawyer
vpm-legal.com #4 miami insurance coverage lawyer
vpm-legal.com #4 miami property insurance lawyer
wdsrx.com #1 (Boca Raton) pharmaceutical distribution
wdsrx.com #1 (Boca Raton) pharmaceutical 3pl companies
wdsrx.com #2 (Boca Raton) cosmetics warehousing
wdsrx.com #5 pharmaceutical warehouse
zamansky.com #1 ubs yield enhancement strategy
zamansky.com #2 ubs iron condor losses
zamansky.com #4 ubs yes strategy lawsuit
zamansky.com #5 securities fraud attorney

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.