5 Crucial SEO Tips for Lawyers

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Written By Charlotte Miller

In today’s highly competitive and digitized world, it takes more than owning a website to attract quality clients to your law firm. As such, to competitively market your legal services, it is vital to focus on SEO best practices that will enable you to attain better online visibility and attract more organic traffic. Here are five crucial SEO tips for lawyers.

1. Embrace smart off-page SEO techniques

Off-page SEO refers to the activities that take place away from your website to help improve your domain authority and search engine result pages (SERPs) ranking. To gain from this powerful SEO element, it is vital to:

  • Master link building tips and tricks for attorneys to help create valuable backlinks, a critical ranking signal that Google uses to determine your SERP
  • Invest in guest posting, where you publish content on a third-party website to attract referral traffic
  • Actively use social media platforms to encourage more clicks to your website
  • Make the most of influencer outreach to gain access to a larger audience and attract more traffic to your site

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2. Prioritize on-page optimization

On-page SEO optimization covers all the activities undertaken directly within your website to improve its performance and search rankings. The best tactics to use for your law firm website are:

  • Proper optimization of your page titles, meta description, URLs, and images
  •  Improve page loading speed
  • Ensure your website is mobile-friendly and easy to navigate
  • Use internal links to create a connection between your pages
  • Add external links to reputable sources

3. Leverage local SEO

Local SEO is the most effective channel for leveling up your legal marketing game since it allows you to reach out to more relevant traffic. To leverage local SEO, you will need to:

  • Claim your Google My Business listing
  •  Add location pages to your website
  • List your law firm in local directories
  •  Ensure you maintain NAP (name, address, and phone number) consistency
  • Attain and showcase your reviews

4. Engage in keyword research

A fundamental pillar for your SEO and digital marketing is in-depth keyword research, as it provides you with the building blocks for attracting your target audience. By continuously conducting keyword research, you will further understand the current needs of your focus market and develop the best approaches for reaching out to them.


Using the right keywords will also be a defining factor in your website’s ranking as search engines rely on user searches to determine how well you perform against your competitors. A guiding principle is to focus on search phrases related to your practice area and incorporate them into your website, title tags, and meta descriptions.

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5. Publish quality content

You need an appealing lawyer profile, and the best way to build one is by paying attention to the content you publish. In SEO, content is king, and you will heavily influence readers to take action by providing them with relevant and valuable information. The best way to achieve this is by having a variety of services pages and running a blog that makes it easier to post fresh and captivating content regularly.


Your law firm’s website should be an active marketing tool that helps you acquire more clients, and with these SEO tips, you will lay the foundation for your success.