SEO Tips For Law Firms

Written by: Jason Bayless | May 05, 2017

More than 90 percent of the people who are seeking legal advice do so with an online search. And about three-fourths of the potential clients who visit a law firm’s website take some type of action, a figure that’s considerably higher than what’s typically experienced with a retail site. Such stats show how important it is for law firms to make their services easily accessible online. If you’re looking to increase the visibility of your law firm to potential clients, consider these SEO tips are you plan your strategy.

Use Your Domain Name for SEO Purposes

Domain names can help law firms with SEO by providing additional info on what services are available. If you have a single service law firm, such as a family law practice, use an exact match domain (Ex.: Service pages can be added to your domain with a slash (Ex.: www.newyorkfamilylawyers/divorce). These service-specific domains can help your individual service pages rank better. If you don’t have a single service law firm, exact match domains may create confusion.

Add the City to Your URL

Putting the city in your URL makes it easier to rank within local search results, a common desire for most law firms. Should your law firm have multiple locations in different cities, create a separate URL for each city. You may have to rewrite your content to avoid duplication errors when doing so; either that or create sub-pages for each of your locations. Different URLs can also be used to breakdown your services if you have multiple practice areas or specialties.

Set Up and Verify a Google+ Business Page

If you haven’t done so already, set up a Google+ business page for your law firm. After you become verified, you page will be eligible for appearance in local searches, including map searches. Don’t forget to optimize your page after you get your verification code on your My Business screen. Also add a 150-200 word description for your law firm.

Seek Reviews from Satisfied Clients

When it’s appropriate, send friendly requests to your previous clients to post a review. For SEO purposes, reviews will show up on search results pages and provide an added incentive for searchers to click the link to your firm’s page. If you have negative reviews, don’t delete them. Instead, post a response to show that you acknowledge the issue and continue to strive to get more positive ones to downplay it.

Be Sure Your NAP Info Is Correct In Directory Listings

Local directories are often used by searchers to quickly find law firms in their area. Optimize your directory listings for SEO with relevant keywords where appropriate first. Then make sure your NAP (name, address, phone number) info is correct and consistent for each listing.

Routinely Make Fresh, Relevant Content Available

SEO today is all about fresh, relevant content. This requirement can usually be met with fresh content in the blog section of your firm’s website and within your social media posts. Optimize this content with relevant, naturally used keywords and links. Use “purchase intent” keywords (“hire,”” “”schedule”) where it makes sense to do so and add geo-specific keywords to your headers and sub-heads to attract the attention of local searchers. Add captions and titles to any videos or images you use.

If you already have a website and you’re not seeing the results you’d like to see, making some of the SEO adjustments mentioned here may help you achieve better results. It’s just as critical to fully explore your available stats and review your content to make sure you are presenting something relevant to the potential clients you hope to attract. An equally important part of your SEO strategy should be regular monitoring of stats and active off-page engagement (blogging, forum posting, link-building), which is an increasingly significant ranking consideration for Google.”