Search Engine Optimization

Exclusive, Ethical, Results
SEO for Law Firms

Working only with your firm, not your competition.

Our Difference: Exclusive, Ethical, Results for Law Firms

16 Years of Experience in SEO

We started SEO in 2002 with one of our first clients. We became industry experts soon after, consistently rankings sites after launch. Over the past 15 years, the tactics and technologies have changed to rank high. Our team stays on the forefront of all the latest trends though. The key is produce a better website that offers real value to your clients. This is what our team strives for each day.

100+ Current Campaigns under Management

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

Expert Advice

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

Happy Clients Long-Term

At PaperStreet we have long-term clients. We have 10 clients who have been with us for over 15 years. We have over 125 that have been with us for over 10 years. We have more than 360 that are over 5 years old. Our dedication to our clients insures long-term success.

90% Retention Rate on a Monthly Basis

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

Thousands of 1st Page Rankings

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

Hundreds of 1st Place Rankings

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

Proven Track Record of Success

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

Premier Google Partner

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

Individual Google Certifications

  • Search Advertising
  • Mobile Advertising
  • Google Analytics IQ

Happy Clients. Positive Results.

PaperStreet Web Design
5 stars - "Unmatched SEO." PaperStreet has handled our work for several years. Their expertise with search engine optimization is unmatched in my view. If you are looking for a company to optimize and market your website, I highly recommend PaperStreet!
February 1, 2018

Exclusivity, Ethical Tactics, & Results


At PaperStreet, we work for your firm only. We can guarantee that we will never accept a competing law firm as a client in your region or 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 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. This includes:

  • Link Schemes and Directories. Building high-quality backlinks to your site is great. However, there are many companies that rely on link schemes and paid directories to generate juice for your firm. From forum comments that link back to your website to sketchy directory and bookmark sites, these strategies just don’t work. We don’t pay for links, and we make sure all of our backlinks are organic and trustworthy.
  • Keyword Stuffing. Long, llong ago when SEO first hit the internet marketing scene, one of the most common beliefs was that keyword density was the key to getting the best rankings. This led to something that we call keyword stuffing. You might have seen it, or maybe you were advised to employ this outdated tactic on your own website. Keywords, keywords everywhere -- in your page titles, in your footer, cramped into your site’s code and stuffed into your on-page copy. It might have worked back then, but now Google has caught on and issues serious penalties for cheap tactics like this. More importantly, clients have caught on. People are getting more keen on how the internet works, and they can clearly see when a site is untrustworthy.
  • Bad Content. Can you imagine visiting a competitor’s website and seeing the very same content that is being used on yours? Sadly, this happens all the time. It isn’t uncommon for cheap SEO companies to reuse pre-written content for all of their clients, with no regard for what makes you and your firm special. Duplicate content looks bad, to clients and to Google.
  • Outsourcing. It’s true that one team can only do so much, and sometimes outside help has to be brought in to complete your work and occasionally, meet your budget. This usually includes interns, freelancers, or partner companies. However, in some cases, you might be paying for your so-called SEO experts to send their dirty work to other countries, like India, Pakistan or Russia. Needless to say, the results aren’t usually good.

These outdated strategies can result in temporary advantages in Google’s search results. But more importantly, they can lead to bans and penalties for your website. At PaperStreet, we don’t believe in shortcuts. We play by the books, and we put the work in up front to ensure your long-term success.

We pride ourselves on our organic, natural SEO. Gone are the days of writing for Google’s algorithms and slaving over keyword percentages. From our title tags to our on-page copy, 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.


We’re confident in our team, but we’ll never promise you the moon. Any SEO company 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 internet. We can guarantee that we’ll do everything we can to improve your website and web presence. At PaperStreet, we’re passionate about SEO, 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 website 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 the decisions we do. We encourage open communication, and we’ll never make any changes to your website without your approval.

Good things come to those who wait, and SEO 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 an average client. Organic SEO takes time, patience, and dedication, and that is something we can promise you.

Key Benefits

Exclusivity. We Won't Work for Your Competition

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

Ethical Tactics Only, No Penalties

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

Top Rankings Mean More Clients

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

Key Questions & Certifications

Here are a few questions to ask with searching for a SEO company:

  • Exclusivity: Will they work for your competitors?.
    Many SEO providers work for firms in the same building as you! Sounds like a conflict of interest to us. We offer exclusive agreements, working for only one firm for each particular practice area and city.
  • Proven Results. Can they prove ROI?
    We publish our results online so you can verify. Here are a just few of our case studies. Once you sign up, we provide monthly reports so you can track your progress. You will know everything we know about your campaign.
  • Process: What is their Process?
    Our detailed SEO checklist includes hundreds of steps. All of our websites include basic optimization at no extra charge and we also offer special packages for hard-to-obtain keyword phrases. We have never resorted to unscrupulous SEO tactics that have recently caught up with some companies, getting them blacklisted by Google. We value our reputation - and yours.
  • Contract: What is the Contract Length?.
    Ours has no strings. If a company makes it hard for you to terminate their services, what does that say? We would like a six-month commitment from them firm, as our plans are about long-term results. However, we have worked with clients on 90-day and 30-day contracts too. The longer we are working with your firm, the better the results.
  • All-Inclusive: What is Included?
    Our packages include on-page optimization, content writing, and authority building. We also include a local map in Google and an entire, social media setup, reporting and monthly consulting.
  • Writing: Is writing included? Who writes?
    We write anywhere from several posts per month to over 20 for our clients. Moreover, our content team is all attorneys. You do not have to write anything.
  • Are you certified?

Yes. While there is no SEO certification organization, we hold key agency and individual certifications in Search Advertising, Mobile Advertising, and Google Analytics IQ (Individual)

SEO Plans - What Should be Included

Cost & Plan Levels That Work For You

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

We offer a variety of plan levels, starting from just $500 per month and go to over several thousand dollars a month. We 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.)

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 our clients 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 content writing (2 monthly posts).

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 five 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 law firms 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 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

SEO Videos and Common Questions

Research & Analytics

SEO Tips and Tricks with Alex

About PaperStreet - We Are SEO Experts

What Does it Mean to Over-Optimize a Website?

On-Page and Technical SEO

How Title Tags and Meta Descriptions Affect SEO

What is Technical SEO?

How Does PaperStreet Run Their Keyword Research?

Link Building and Authority

How to Optimize Headlines, Subheads and Website Content

Why Website Speed Matters

How Backlinks & Citations Pass Authority to a Website

Content, Social, and Video

Three SEO Benefits of Publications and Sponsorships

Why is Video Marketing Important for my Business?

The Difference Between Web and Video SEO

Tips, Tricks, and About PaperStreet

SEO Hack for YouTube Videos

What is Link Building?

Why Partnerships are Important for an SEO Campaign's Success

Typical Results for a 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
  • Downloads / Signups
  • Traffic / Impressions
  • Ranking Higher
  • Improved Time on Site or Decreased Bounce Rate

We will define the key metrics for each client and track them aggressively. Here are two firms who benefited from our SEO work to date:

Grow Your Firm with Long Term Success

We signed Helmer Legal in 2010 with 12 attorneys and six offices. They now have over 60 attorneys and 15 offices. We do not take full credit for the work of the firm. Helmer clearly have a path to growth and hard work to get to where they are today. But we like to believe our website and marketing has helped these firms achieve their goals.

Conversions for a Prominent Law Firm in New York

“We are BEYOND happy. We love your work, our effort, and our results.” We merged sites and made a net total gain of 49 rankings spots in the first two months. They now have five #1 rankings, 10 keyword phrases in top three slots of Google, 15 keyword phrases in the top 10, and sometimes double ranking spots. Their traffic has increased 48% and bounce rate lowered by 20%. The bottom line, conversions have increased by 48%, Contact forms up 77% and mobile calls by 35%.

Top Rankings for Many Clients

Just a small sampling of websites - see more


# of 1st Page Rankings

# of 1st Place Rankings














































7 (Boston) (NJ)

42 (54) (46)

7 (34) (14)







Four Great Case Studies

When it comes to SEO and Internet marketing campaigns, it's all about results. Listed below are just some of our top clients. Learn more about our case studies and results.

Searcy Denney Scarola Barnhart & Shipley PA

PI Firm Dominates 500+ Keywords


Searcy Denney Scarola Barnhart & Shipley PA, Florida personal injury firm, was looking to increase conversions in various markets.


Since 2009, we have gone through two website revisions and handled our SEO the whole time. In 6 years, we have increased traffic by 20 times! This leads to multiple inquiries per day on a variety of practice areas.

Thorn Tax Law

Top Search Results in Tax


Thorn Law Group is a Washington DC Law firm practicing in the many facets of tax law.


We have produced 5 different websites for Thorn targeting some of the most competitive areas of tax law on an international and US basis.

Levine Law

Ranking Mile High in Denver


Levine Law came to PaperStreet for a brand new website. He also brought the challenge to PaperStreet to get his website ranked in Denver, Colorado for the area of personal injury.


PaperStreet welcomed the challenge and succeeded. Levine Law ranks in the top three spots for more than 10+ different keyword phrases in Denver. He is dominating the local market.

Gunter Law Firm

Award-Winning Site and Results for Employment Law


Gunter Firm, who has an award-winning website designed by PaperStreet, wanted to rank highly in a localized market for employment law terms.


Gunter Firm occupies top rankings for phrases like “Fort Myers employment lawyer” both in local maps as well as at the top of organic listings.

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