Get Top Search Engine Rankings with Smart SEO for Lawyers


    The past few decades have witnessed a meteoric rise of the internet, sparking what you can call the “information age”.

    In this information era, people decide almost everything based on what they see on the internet – from purchasing clothes to hiring professionals. 

    So professionals, especially lawyers, whose entire growth depends on expanding their client base, must understand how to utilise the internet, especially SEO, for their benefit. 

    Most people hire a lawyer either through a personal connection or the internet.

    Having an SEO website as a lawyer will bolster your personal brand/law firm, increase your client base and ultimately stay ahead of the competition. 

    So lawyers take note; this blog will show how you can optimise your website to stay ahead of the curve. 

    Without further ado, let’s dive in!

    What is Legal SEO?

    Before we delve into Legal SEO, let’s first understand what SEO means. 

    There are thousands, if not a million websites on Google containing the same information. 

    Have you ever wondered how Google displays the relevant ones? 

    The answer is SEO, simply put, SEO is the process of making changes to the website and its content so that the Google algorithm gives your page a higher ranking. 

    So, why do you need a higher ranking?

    The higher the ranking, the better your webpage is visible to prospective clients. 

    So, Legal SEO is regular SEO carried out with the unique requirements of lawyers and clients; and mainly focuses on content development, citation building, and keyword research. 

    Importance of Law Firm SEO

    Importance of Law Firm SEO

    As we’ve already mentioned, one of the ways people look for an attorney is by searching for one on the internet. 

    As we can see from the aforementioned stats, the internet age has dwarfed almost every other way of searching for a lawyer.

    So SEO, whether you like it or not, is here to stay.  As lawyers, with SEO, you’re getting the dual benefit of attracting prospective clients and establishing yourself as an authority in your domain.  

    SEO for Lawyers; Best Keywords

    SEO for Lawyers

    Even with a solid SEO framework, there is no guaranteed result in a highly competitive field like law. So, lawyers need to understand the right legal keywords for their practice. 

    Here are some types of keywords to help you, if you’re confused about where to begin:

    Usually Searched Words

    These are the words people usually search on the internet regarding their legal needs – like “advocate near me”, “legal advice”, “law firm”, and “lawyer”

    Words relating to specific locations

    Unless you are a large law firm with offices in every district, you’d be focusing on one area or a maximum of two. Localisation is a crucial consideration for advocates trying to optimize websites according to their practice location. 

    Here are some examples showing how to conduct legal SEO with localized words:

    • “Delhi defence attorney”
    • “Divorce lawyer in Punjab”

    Words relating to specific service

    For lawyers, specialisation is critical; because a lawyer can’t undertake all types of cases. 

    So, people search for the legal services they require. 

    Here are some keywords showing how to conduct legal SEO with service-specific words:

    • “Motor accident claims lawyer”
    • “Will drafting advocate”

    Questions relating to law

    Some people might search for legal questions such as; “do I need a divorce lawyer to file for a divorce” or “what does a corporate attorney do” Lawyers and law firms must see this as the perfect opportunity for answering these questions with informative blogs.

    SEO Checklist for Lawyers 

    SEO Checklist for Lawyers

    Now you must’ve understood why SEO is crucial for lawyers and its role in improving the client base. 

    No matter how great of a lawyer you are, you need a digital presence in the 21st Century. 

    That being said, it’s time we revealed some of our best SEO tips so that your page can rise through the Google rankings. 

    This list is not exhaustive by any means, but just provides a basic framework for you to build upon

    1. Figure out the keywords

    Figuring out the right keywords are half the battle in any SEO campaign, so choose the ones that best align with the legal service you provide. 

    You must remember; Google loves specific, specialized and detailed information, so if you have high-quality traffic, you must give specific, specialized and detailed content with targeted keywords. 

    Your primary keywords must contain common search terms like: “lawyer”, “law firms” or “advocates”. 

    However, being common terms, it’s very hard to get into the top ranks. 

    To improve your ranking and visibility, you must add specifics such as; your area of expertise or location, but it doesn’t end there. 

    You take it a step further by using a keyword research tool, which can bring up even more keywords specific to your service. 

    WMS Everywhere, Google Trends, and Keyword. IO are some good keyword research tools. 

    2. Optimize your content for the keywords

    After figuring out the right keywords, you must organically include them in your content and website in such a way that Google considers you as an expert for those search topics. 

    Now include your keywords in all the basic elements such as headings, subheadings, and the about us section on your website home page. 

    You should also organically sprinkle these words throughout your content, when and where possible. 

    If you have extensive practice spanning different domains, consider developing a landing page filled with keywords for each. 

    By doing this, you can improve visibility for the customized, specific search queries by your prospective clients. 

    3. Pay attention to title tags and meta descriptions

    In a specific SERP (Search Engine Results Page), your title tag is the headline, and the meta description gives extra information about the page. 

    These two elements will convey the complete information about your page to Google so that it can accurately rank your page. 

    Overlooking these elements can disrupt your progress in optimizing your page for SERP. 

    The trick is to include appropriate keyword-filled title tags and accurate meta descriptions. 

    4. User experience is paramount

    Modern web users are concerned about one thing while searching the internet for information; User experience. 

    You could have the most keyword-rich and optimized page on Google, but if your content is not user-friendly, you’ll have a hard time retaining users. 

    You must have seen this several times while searching for professional service; you go to a website that looks promising, only to leave it quickly because of the sub-par user experience. 

    Whenever you build a website, remember that user-friendliness is paramount. Go for a professional, clean and eye-pleasing design. 

    Oh, and don’t forget to make it mobile-friendly and responsive.  

    The last step to ensure a good user experience is to organize your on-site information and pages in an easy-to-read and understandable manner so that they get what they’re searching for. 

    Finally, organize your pages and on-site information in an intuitive way that makes it easy for visitors to find exactly what they’re looking for.

    5. Make sure your content is helpful 

    If your website contains high-quality updated content, giving users what they want, the search engines will rank your page better. 

    You simply can’t call it a day after creating a well-optimized, and user-friendly website. 

    Regular updating of the content is required for maintaining accuracy and relevancy. Since the law is constantly evolving, maintaining a blog would be a great idea to keep the website constantly updated. 

    Also, a blog is one the best ways to maintain good rankings for professional websites, and it creates brand awareness, builds authority and establishes you/your firm as a trusted source for matters about the law. 

    Ensure that your blog incorporates useful content that will satisfy the queries of most people while leaving a small section to tell users about your firm. 

    Establish a content creation schedule and stick to it consistently. 

    6. Links

    No SEO strategy is complete without links. 

    These are the three main types of links you must have on your website:

    • Internal links: These links connect users to additional pages on the same website to give them a complete understanding of their search. 
    • External links: These links connect users to outside expert pages and resources. 
    • Backlinks: These 3rd party links connect users to your website, claiming you as an expert for the service searched for. 

    By using internal and external links in your blog and other legal pages you can greatly improve the user experience and consolidate the authority of your website. 

    Reaching out to colleagues or influencers, or peers for backlinks can also strengthen your SEO strategy. 

    7. Maintain registrations at useful places

    If you are a localized law firm or lawyer, you should focus on getting yourself on the right directors. 

    You can begin by thoroughly finishing your Google My Business profile to improve visibility on local searches. 

    By maintaining a good GMB profile, you stand a good chance of appearing at the top of a search, along with an information listing and an accurate map showing your location. 

    Make sure you optimize your web presence on the appropriate niche directories, this includes review publishing sites such as Yelp. 

    Also, lawyers shouldn’t forget to maintain and update their information on the website of the local Bar Association where they practise. 

    8. Technical SEO

    Technical SEO is another way to bump up your visibility on SERPs. 

    Here are some of the most popular types of technical SEO adjustments for your website: 

    Robots.txt file: Web crawlers in search engines are informed by robots.txt files. You may build on each of these files and make sure they are configured properly so that search engines can crawl and index your website with the aid of a technical SEO firm.

    Sitemaps: Sitemaps provide an organised list of all the URLs on your website. An XML sitemap aids search engines in locating the most crucial pages on your website. While HTML sitemaps make it easier for users and spiders to traverse your website.

    Site Navigation: You may utilise your site navigation to help visitors and crawlers find their way around and identify which pages are most crucial. You should have well-organized menus with keywords that are not too packed.

    Mobile-Friendliness: Since Google now crawls and indexes pages from the viewpoint of a mobile device user, it is crucial that your site functions properly on mobile for your SEO rankings.

    Security: Using security measures like HTTPS is crucial for a positive user experience. Selecting a ranking system for your pages also depends upon site security.

    URL Structure: You may utilise your URLs to help arrange the information on your website. And make sure users and crawlers are aware of the purpose of each page. You may develop SEO-friendly URLs with assistance from a technical SEO professional.

    Load time: Users anticipate a rapid website load time, and search engines consider this when ranking your website.

    Structured data: When your website has specific pieces like a review, FAQs, or a recipe, Google may access that information using structured data. By using structured data markups on your pages, you’re helping Google comprehend the content of your website and perhaps provide improved content for it on search engine result pages.

    Summing Up 

    Smooth relationship management is a key component of great SEO for lawyers.
    Selecting the right lawyer to assist with a crucial legal matter is an important choice.

    Having said that, some of your website visitors will be prepared to employ you straight away, while others may require some more time to make a choice.

    When learning SEO for attorneys, a well-organized email marketing strategy is essential for developing lasting connections with both.

    Check out our in-depth guide on efficient email marketing to get started. You’ll discover how to use it to foster confidence, maintain customer interest, and more!

    About author
    Gurpreet Kaur
    Gurpreet Kaur is a highly-skilled and exponentially experienced content writer at IndeedSEO. She has a passion for content writing and has written several quality blogs, articles, press reports, and more in several niches. Her expertise has helped several of our clients achieve their objectives and sustainable results in the long term.

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