Attorney SEO focuses on making a law firm website answer the basic queries potential clients type into Google. By targeting the right keywords and following a few technical basics, a firm can climb search rankings and attract new clients. The tips below cover on-page SEO, linking, video, mobile design, and local search.

Why attorney SEO matters for law firms

SEO is a core way to promote law firms and individual lawyers. It raises rankings in search engines and builds recognition in the community. Law firms need their site to rank well for the right keywords in order to gain new clients, and search engine optimization requires time and resources to get there.

Link to relevant information on your site

Link out to other legal sites where it helps the reader. Linking to credible outside resources increases a visitor’s understanding of the topic and improves SERP ranking. Add a testimonials page so readers feel more comfortable with the team. Use the rel="nofollow" tag on links you don’t want search engines to follow; Google introduced the tag in 2005 to prevent spammy blog commenting practices.

Use a guide to attorney SEO as a reference

A guide to attorney SEO covers the basic principles, case studies, and practical advice on how to implement SEO in law firms. The guide also covers tactical SEO and hiring an outside vendor to implement the strategy. For firms without in-house resources, a legal SEO consultant can show how to make a site rank #1 on Google and pull in more traffic. Effective attorney SEO takes time, but the payoff is worth the time and money.

Optimize for multiple locations to win local searches

Optimizing for multiple locations increases visibility in local searches and improves an overall SEO strategy. Job-seeking attorneys can learn a lot by looking at the top three local results for lawyers in their city. Those sites share similar website structures and common keywords. By optimizing a site for those same keywords, a firm can improve ranking and attract more new clients.

Add video content to strengthen attorney SEO

Video paired with text increases branding exposure and click-through rates, and it drives extra traffic that helps a site stand out from competitors. A video that links to a relevant article is more likely to be indexed on the first page of search results. The best lawyer SEO strategy accounts for how Google views content, and video is one of the most effective ways to boost the overall SEO of a law firm.

Make the website mobile-friendly

More than 30% of all website traffic related to law firms is generated through mobile devices. To attract more leads, the site needs to work well on phones. The navigation menu should be simple, with adequate space between buttons for touch usability. Lawrence Law Group, for example, has a click-to-call button on its website. A clean mobile design lets mobile users find the information they need with just a few taps.

FAQ

What is attorney SEO?

Attorney SEO is the practice of optimizing a law firm website so it ranks well in search engines for the keywords potential clients use. It covers on-page optimization, linking, video, mobile design, and local search.

Why does mobile design matter for law firm SEO?

More than 30% of all website traffic related to law firms comes from mobile devices. A mobile-friendly site with a simple navigation menu, well-spaced buttons, and features like click-to-call helps convert those visitors into leads.

Can video improve a law firm’s search rankings?

Video paired with text increases branding exposure and click-through rates, drives more traffic, and is more likely to be indexed on the first page of search results when it links to a relevant article.

Related coverage

• The Definitive Guide to SEO for Business Owners: How to Optimize Your Website for Search Engines
• Local SEO – How to Get Your Website to Rank Higher on Search Engine Results Pages (SERPs)