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So many individuals these days use the internet to get information and weigh their choices. It’s probable that you’re missing out on a large number of prospective customers since your website is tough to discover.

This is the best service and guide for Law Firm SEO dedicated for attorneys in a small law firm who are just getting started with an online lead generation plan or law firms putting systems for scaling. Let’s start with some definitions so you can get to work on recruiting new clients right now.

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What is SEO?

Increasing your website’s ranking in search engine results pages (SERPs) is known as search engine optimization (SEO). These are the links that appear when you type anything into Google, Bing, or another search engine.

Search engine optimization simply means that the more people who see your firm’s website will be more likely to hire your services. Search engine optimization (SEO) does not contain any advertisements in the results. To understand more about the services you provide, people will contact you after clicking on a result that links to your website (and if your website delivers the first information that visitor needs or is searching for).

Getting your law business to the top of organic search results remains a major issue when it comes to SEO for law companies. Despite the fact that there are many companies providing SEO services for law firms, there are no failsafe strategies or assurances that you will be able to rank at the top of the organic search results.

Fortunately, there are many methods for increasing your chances of appearing on the first page of search results. Understanding the fundamental criteria that search engines look at when determining which websites provide the most value to your potential client can help you break through the clutter in the market and grab the attention of your target audience.

Three kinds of SEO ranking criteria exist for Law Firm SEO Service:

Content Marketing.

The text and other material on your legal firm’s website, such as pictures. Making sure your website has high-quality content is important for both user experience and search engine rankings, especially if your material fulfills the user’s intended purpose.

Backlinks and off-page citations.

Your legal firm’s internet reputation, trustworthiness, and authority as contrasted to those of your competitors. The amount of external domains and pages that direct visitors to your website has an impact on this.

Technical SEO.

When Google ranks your website, the user experience is a significant ranking element. Page speed, title tags, and site structure are all long-term objectives that you should aim towards.

Why is SEO for Lawyers so important?

Increasing your law firm marketing, and other professional service industry SEO marketing as a whole, with organic search traffic is an important marketing channel that is frequently neglected if you’re trying to expand. However, there is strong evidence to indicate that law firm SEO should get greater attention. Online searches were used by 17 percent of legal customers in 2019, according to the 2019 Legal Trends Report.

Customers and clients who use search engines to rate companies and organizations get ratings from the engines themselves. On smartphones and other mobile devices, customers and clients do a significant number of searches that provide local results. Reviews are becoming more essential to all companies, including legal firms, since they are closely linked to ratings for local searches.

Google is the most popular search engine because of its sheer size. Being the most well-known, Google My Business and Google Reviews are crucial to law firms.. Indeed, depending on whether you look at the statistics monthly or annually, Google has an estimated market share of 87%-93%. On mobile devices, they control almost 95% of the search market share.

For some queries, being on or near the top of the search engine results page (or “local pack”) may boost website traffic and lead to new business opportunities. It’s all about the statistics in this situation. Your legal company will benefit from new business by having more discussions about a case with a prospective client.

It’s critical to optimize your website for a variety of search engines. The more you optimize for Google, the more you optimize for the rest of the search engines as well. These search engines get less traffic, cater to a broader range of consumers, and face less competition as a result. Bing, Yahoo, DuckDuckGo, etc. are just a few examples.

For example, Bing is the second most used search engine on the web after Google. Many of its customers are above the age of forty, which means they have greater buying power, but they also have to put up with lengthier delivery delays. Bing’s ranking criteria are more transparent, and the process is less complicated for users.

If your law business has never engaged in this kind of marketing, SEO may seem complex. However, it is a critical part of any law firm SEO marketing plan.

Once we’ve established what SEO is and why it’s critical for law firms and lawyers, it’s time to go further into each of the elements that contribute to SEO success.

SEO ranking factor #1: Content

For the purposes of search engine optimization (SEO), what constitutes quality website content? It all boils down to whether or not you can meet these three requirements:

Your content needs to answer the inquiry or search term used by the user.

Your legal firm’s website, for example, must contain particular information telling your prospective customer about your practice area, such as criminal lawyer in Maryland, if the keyword is “criminal lawyer in Maryland.”

Consider your prospective customers’ point of view. When people arrive at your website, they may have a few questions in mind.

  • Is this law firm in Maryland?
  • Does this law firm practice criminal law?
  • Can this law firm service my particular need?
  • Is this law firm any good?
  • Is this law firm within my price range?
  • Do I want to do business with this law firm?

Preliminary responses to the queries a prospective client may have should be available on your law practice website. Search engines want to direct consumers to the most helpful resources for solving their problems. This means that if Google believes your website is likely to meet the user’s needs, it will rank you higher in search engine results. If this is the case, Google may be actively involved in producing leads for your legal business.

Consider how your legal practice may effectively respond to a website visitor’s inquiries. Included in this may be detailed explanations of your services, explicit pricing, or testimonials from satisfied clients. In addition, make certain that your website’s material and responses are up to date!

Your content needs to be keyword optimized.

Even if you succeed in addressing a visitor’s queries, how does a search engine know that you’ve done a decent job? Has the answer to those questions affected the local SEO strategy for lawyers?

Keyword phrases are one way to do this. An automated bot reads the text on your site to determine the purpose of each web page when Google (or any other search engine) assesses your website.

You must make it obvious on each page of your law firm’s website which keyword is targeted in order to assist prospective customers read your material. Visitors and search engines alike will see this and know you are a “criminal lawyer in Maryland.”

If you want your content to be completely optimized for keywords, be sure to include them in the following places on the page:

  • Title tag
  • Description tag
  • Headings and subheadings
  • Evenly throughout paragraphs
  • The web page’s URL

Most of your customers are likely to be local if you operate a small legal practice and reside in the same geographical region as you. You may improve your website for local SEO in order to appear in local search results.

There should be a variety of content that addresses keywords within the same category.

This is a tough aspect of Law Firm SEO to master. It entails choosing a main keyword and then looking for synonyms or long-tail variants of that term. You want your material to cover as much area as possible while people are looking online, so here is how you do it.

Although the most popular term will be used by the majority of people, others may do searches using natural language or keyword variants. You want to provide as much material as possible that responds to people’s most frequently asked questions.

It’s possible to rank for variants of a term such as “best criminal lawyer in Maryland” or “price range for a criminal lawyer in Maryland,” for instance.

SEO ranking factor #2: Backlinks and off-page citations

A great piece of material is one thing, but the internet is like a vast ocean of never-ending information that extends far into the distance. When it comes to showing the most relevant search results on the first page of results, how does Google do it?

The number and quality of backlinks are both important factors. A backlink is a traffic-directing link posted on another website that directs visitors to your own.

Backlinks act as a popularity contest for SEO purposes. An inbound link from other well-known Law Websites or other related to it, is regarded as votes for your legal company, suggesting that “the lawyers at this law firm know what they’re talking about! “. A little number of backlinks, on the other hand, indicates that your firm’s popularity and trustworthiness are poor. With proper link building, your site’s off-page authority increases.

Keep in mind that search engines aim to direct visitors to the most helpful resources for answering their queries. By showing that your company’s material has many referring links from other reliable websites, search engines will consider your firm to be an authoritative and trustworthy source.

Increasing local SEO for law firms through off-page citations.

If you want to improve Legal SEO for law firms, you may use the “popularity contest” metaphor beyond referring links. Your legal firm’s contact information may be found all over the internet, making you accessible to search engines as well as prospective clients. Therefore, obtaining backlinks from sites where company contact information is posted is the greatest method to get greater exposure via local SEO (i.e. citations). This is critical for the long-term success of your company’s SEO efforts.

Off-page citations may help your local SEO in a variety of ways, including the following:

  • Legal directories, like Avvo.
  • Local directories, like Google My Business.
  • Social profiles, like Twitter, Facebook, etc.
  • Shares of your content on social media.
  • Reviews and endorsements on other websites.

It takes time and effort to develop links, but it pays off handsomely in the long run and is crucial to your SEO performance. Take a look at these ideas for getting relevant backlinks:

  • Offer free legal expertise or analysis to a local media organization.
  • Write interesting blog articles related to your legal expertise, and ask your network to share them.
  • Present at local events.

SEO ranking factor #3: Technical SEO

We saved the best for last when it comes to law firm SEO: technical SEO. Technical SEO, more than any other aspect, has the power to make or destroy your law firm’s SEO efforts. Getting it properly is the most difficult part, particularly if you’re not an SEO expert.

Your legal firm’s website “Google-friendlyness” may be assessed using technical SEO (in its most basic form). Technical SEO is closely related to user-friendliness, but it also includes factors like sitemaps and security. Nevertheless, it’s difficult to implement, which is why many law companies employ a law firm SEO expert. The danger of handling everything yourself is lower when you outsource it.

Here are some technical SEO considerations to bear in mind:

Make sure your firm’s website follows all of Google’s guidelines.

When it comes to technical SEO, Google is open and honest about what you can do to enhance your firm’s rankings. Learn about technical SEO by reading the Webmaster Guidelines.

Make sure your firm’s website is fast and mobile-friendly.

For technical SEO, make sure your website opens quickly (target for under 2.5 seconds) and displays properly on a range of screen sizes, particularly mobile phones, since these are two fundamental (but essential) criteria.

Make sure your law firm website is easy to navigate.

To ensure that the Google robots deployed to look at your legal firm’s website can discover and comprehend all of your pages, make sure that your website is simple to browse for the average human. Organize your website’s menu so that it’s easy for visitors to navigate, and provide regular links to other essential sites.

Get everything set up properly.

When it comes to technical SEO, one advantage is that you don’t have to worry about it later on. If your law firm website is tiny, you should be able to work without too much worry after that’s done.

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Law Firm SEO Strategy Planning.

Attorney SEO necessitates extensive market research to identify your target audience’s needs, your rivals, and more. The law firm SEO business you engage with will plan and strategize extensively before writing a single word on the first page in order to develop a complete strategy to giving your audience with the information and assistance they need.

Keyword Search Volumes.

“Law company” generates plenty of search traffic without question, but finding the key keywords and phrases that get people interested in your business is an important first step in developing an SEO strategy. The Google Keyword Planner and other tools will help us find terms with high search volume and link you with people who are looking for your products or services locally.

Competition Analysis.

When it comes to a search engine optimization strategy, the goal is to outrank your rivals in your target market so that you can connect with more potential clients and grow your law firm’s revenue. This is why doing research on your competitors before starting a campaign is critical, as it will let us know how aggressive we need be right from the start if we want to boost your position. There will be a significant variation in strategy to achieve the outcomes you want between a single rival and 15+ competitors in your target market.

In order to get a better knowledge of your position and uncover as many development possibilities as possible, we conduct a thorough audit utilizing a variety of ahrefs.com technologies.

Content Gap.

Despite the fact that your website’s existing content is properly written and implemented, there are likely to be gaps in your content that are costing you valuable search traffic. Auditing your current content will help us discover the subjects and keywords that need work, as well as the ones that aren’t being addressed. This will help us create a plan for creating new content and filling in the gaps that have opened up.

Backlink Gap.

When it comes to backlinks to your website and particular content pages, there are many points of reference, but there is always space for development, which will lead to more organic traffic. Prior to implementing our digital marketing plan for your SEO campaign, we’ll analyze all of your current backlinks and the anchor texts that are directing external traffic to your site to find out where the strengths and weaknesses are.

Google My Business Audit.

In order to attract local customers and improve your SEO rankings, you need Google My Business. It gives your business more exposure in Google search results and on Google Maps. To reach a larger audience of prospective customers searching for a legal practice in your region, we will optimize and continually improve your Google My Business profile.

First, establish your existing Google My Business ranking benchmarks. This is the first stage in the plan build-out. This data helps us set both short- and long-term goals, as well as identify the specific challenges we’ll be encountering along the way. We’ll keep doing this audit to make sure we’re on track and to fine-tune our efforts.


How to implement SEO for lawyers?

By focusing on these elements, you may improve your law firm’s website’s search engine ranking in one of two ways. You have two options: either do it yourself or hire a law company SEO specialist with previous expertise in SEO for law companies to assist you.

Option #1: Implement SEO yourself

There’s still a lot to learn about SEO for law firms, and this article is only the beginning. Go through the Moz Beginner’s Guide to SEO and Google Webmaster Guidelines as a starting point.

Do keyword research

Here’s a quick way to generate some content ideas for your law firm website:

Write down all of your law firm’s specialties, services, and locations

Do keyword research. To start, for each practice area/service and city combination, use synonyms to generate three or four alternative ways of saying the same thing.

Write and publish content for your website

Here are the steps:

  • Identify the top 20 objectives that a client may have when considering employing you for each of the practice areas and cities you discovered in step #2 (keyword research).
  • Use the information from your client intake notes as a starting point.
  • Write an easy-to-understand description of your legal services for each practice area and city combination, including information on all of your clients’ priorities.
  • Take advantage of all chances to include your keywords, but be careful not to overdo it.
  • Titles, meta descriptions, and headers should all include keywords.
  • Create a new page for each summary of your website and post it there. Show customers where to book your services by using online calls-to-action.
  • Do not overlook the other fundamentals of a law company website, too.
  • Make sure your law firm website is technically sound when you start implementing SEO tactics
  • For this reason, we suggest hiring an SEO specialist for your legal business to ensure your website meets all of the technical criteria. However, if you’re determined to do it alone, we suggest consulting Google’s Webmaster Guidelines first.
  • Build your presence and links
  • In particular, Google My Business should be claimed. (Consider integrating SagaReach so that prospective customers may schedule consultations straight from your listing.)
  • Purchase a service like Brightlocal to submit your legal practice to different local directories automatically.

Follow these suggestions to get consumers to write reviews on your products.

Blogging and upgrading your website pages on a regular basis will keep your material fresh.

Make a list of at least five backlink-building initiatives from this list and strive to create five new links per month.

Option #2: Hire a law firm SEO expert

It’s a time-consuming yet highly rewarding job to work on SEO. Many attorneys, however, simply do not have the time or desire to study a new subject. To assist you choose a lawyer SEO specialist, here are a few considerations to bear in mind when you start your search.


What are your legal services fees? If you hire a competent SEO specialist, expect to pay around the same per hour. And, as previously said, SEO is a time-consuming process. If you decide to engage in marketing efforts for your law business, set a budget of $3000 per month as a starting point.

Where to find an SEO expert for your law firm?

Due to time constraints, the finest SEO professionals may not be readily available via a simple Google search. See if you can find someone who specializes in SEO for law companies by contacting other attorneys in your network for a recommendation.

What to look for when hiring an SEO consultant for your law firm?

These foundations should be mentioned at a minimum when speaking with prospective SEO professionals. Discuss the importance of backlinks and technical SEO with them. Also ask for samples of their previous work. Remember to verify all of their references, especially those from rival legal firms. They must have a thorough understanding of the sector as well as the specific concerns of prospective customers who are considering your firm’s legal services.

Red flags that signal a poor law firm SEO consultant.

An SEO expert or SEO Firm cannot promise results for your legal service and legal website, and this is something you should know going in. If this is the case, go on to something else.

If an SEO expert is eager to pander to your need for clicks, traffic, or leads, be cautious of hiring him or her. Also, try to track down someone who’s willing to share their method with you. They should be honest with you about the time and work it will take to see benefits.

Final Thoughts on SEO for lawyers.

Lawyers should approach SEO as a marathon rather than a sprint. Don’t hold your breath waiting for an increase in the search engine rankings of your legal business. Keep calm and wait for the right moment. As long as you keep putting in the effort to create excellent new content that’s relevant to your target audience while also developing backlinks, you should be able to rank well in Google’s search results.

Use Google Analytics to track your progress and determine the return on your SEO investment. You’ll be able to identify which activities are most likely to lead to SEO success and more prospective customers as a result.

It makes no difference whether you conduct your own SEO or hire a professional to do it for you. To put it another way, the more quality and quantity you produce, the higher you’ll be on the list. Regardless of the route you choose, we hope we’ve given you some useful information that will help you expand your law firm’s online presence via organic search and SEO.

SEO For Law Firms F.A.Q.

(Frequently Asked Questions.)

Your marketing exposure is leased with PPC and sponsored advertising, but if you stop paying, that visibility is gone. Investing in SEO for your law business is a smart move. In other words, the content and backlinks you build have a long-term, evergreen impact that pays off in the long run. In the end, SEO produces a resource your company owns rather than leases.

In addition, PPC in the law industry may be very costly. If you’re bidding on a high intent term like “car accident lawyer,” it might cost you $300 or more per click on average with a Google Ad campaign.

When using a PC, search traffic converts at a 10x higher rate than social media.

When it comes to comprehending what we mean when we enter anything into a search engine (particularly Google), it has only grown better over time.

Legal marketing firms should ensure that their websites are designed and set such that they are readily discovered by clients using search engines.

Is it better to use traditional methods of marketing or digital ones? What’s the point of having one if you can have the other Using traditional marketing formats like direct mail, billboards, or radio spots has worked for you in the past; however, digital marketing is constantly improving and providing tools with which you can measure and maximize the returns on your marketing investments by fine-tuning your reach, providing useful information that establishes your authority in the industry, and provides you with the ability to focus on specific sectors of digital search traffic

Digital marketing enables you or your SEO company to go as granular as possible and constantly modify your message to optimize interaction, while physical media like billboards are (sadly) not going away in the realm of advertising. When people see a billboard, they are more likely to call or email, but digital marketing produces data for every contact, which can be utilized to enhance the user’s experience and boost your conversion rates.

A rise in leads may be attributed to radio advertising, just as it can to other forms of physical advertising such as billboards or direct mail, however unlike billboards, you have no control over who hears your message beyond “Listeners of X station at Y slot.” To compare a radio ad to SEO, consider utilizing only broad, unfocused keywords in your radio ad copy. It’s a “spray and pray” strategy in digital marketing since it relies on getting the most impressions possible without paying attention to your conversion rate.

There are no performance indicators beyond counting the number of leads generated during an ad campaign and trying to assign a cost per conversion (CPC) without any digital trace that can assist you understand the path of each individual user like there are with billboard advertising.

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