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SEO for Lawyers

This is a comprehensive SEO for lawyers guide. In this guide, you’ll learn:

the fundamentals of law firm search engine optimization
how to do keyword research…the right way
how to write legal content for your actual prospective clients
how to optimize a law firm website without a degree in web development
how to stand out in local search/maps and get the best cases
how to build links without getting your site penalized
how to measure SEO success without a background in statistics
What is attorney SEO?
Attorney Search Engine Optimization (SEO) involves strategies, techniques, and tactics that help attract more prospective clients to a law firm’s website by obtaining first page ranking positions in search engines (such as Google, Bing, or Yahoo).

It’s already pretty clear that for most people, search is their go-to for finding legal services. Social and word of mouth certainly play a role, but online search almost always dominates the research phase.

Some elements of search engine optimization also have the ability to compound or increase their benefits over time. Content, for example, presents two opportunities: the first is the potential to rank for more keywords and the second is that, through an exceptionally well-crafted piece of content, the potential exists for natural link building to occur.

How should I use this guide?
One brief pause before we dive into the basics of SEO: while this guide is intended to be accessible to a wide range of skill levels, it is fair to say that a certain minimum comfort level with technical/computer issues is expected. If this is within your wheelhouse, then by all means, continue on to the next heading (“Why is law firm SEO important?”).

However, if you are somewhat tech-averse, or if you would simply prefer to have someone do the heavy lifting detailed herein for you, we would be happy to discuss the law firm SEO solutions that we offer. Just click through to our contact page and schedule an appointment with our SEO strategist.

Why is law firm SEO important?
The way consumers find, research, and choose a law firm has changed dramatically in recent years. Search is a primary channel that people use to find information online and since Google’s founding in 1998, it has grown to dominate the search space.

When Google was founded in 1998, it served about 10,000 queries per day. 3.5 billion.
Nearly 93% of all global traffic originates from Google search, Google Images, and Google Maps.
Search is 53 percent of all website traffic, while paid search only drives 27%.
Almost a third of consumers use SEO on a daily basis.
49% of marketers believe organic search is the most profitable channel they use.
Organic search generates up to 66% in the legal sector
That means if you run a law firm and want to generate new clients, much of your success hinges on whether or not your website can be found in Google search.

Why does my law firm need an SEO optimized website?
Attorneys need a website because the way that consumers find businesses has changed.

This isn’t a new idea, obviously, as the Yellow Pages are not (and haven’t been for quite some time) the go-to source for research that they once were.

Businesses need the best resource to answer searchers’ queries and intent and showcase the business’s expertise.

A website, no matter what business you’re in, is the central hub for your search engine optimization strategies. It’s the foundation of everything you’ll do to put yourself in front of your ideal prospective client, as well as create and promote your brand.

70% of law firms land new cases through their website
The first position in Google search results carries a 31.7% click-through rate.
In fact, only 0.78% of Google searchers click on results from the 2nd page.
Why is SEO better than PPC?
Pay-per-click and sponsored ads essentially lease your marketing visibility: that visibility disappears as soon as you stop paying for it. Law firm SEO is an investment. The content and backlinks that you acquire have a long-lasting and evergreen impact; in effect, their rankings pay dividends long into the future. Ultimately, SEO creates an asset your firm owns, not rents.

Further, PPC in the legal vertical can be incredibly expensive. For example, it may cost you $300+ per click on average if you’re bidding for a high intent keyword such as “car accident lawyer.”

Why is SEO better than social?
Search traffic converts 10x better than social media traffic (on desktop)!

Search engines (especially Google) have only gotten better at understanding the meaning behind the phrases we type into them and are therefore used even more on the internet to cut through all the noise.

With so many people using search, it makes sense that lawyers marketing themselves online should ensure their websites are built and configured to be found easily using these tools.

Why should attorneys care?
It’s already pretty clear that for most people, search is their go-to for finding legal services. According to the National Law Review, 96% of people seeking legal advice use a search engine in their research process and 74% of consumers visit a law firm’s website to take action.

Simply put, prospective clients use organic search to find and hire law firms.

Arguably the most important aspect of an SEO campaign lies in measuring your return on investment (of not just money, but also time). After all, whether you hire an independent agency or you do the work yourself, you need to be sure that the seeds you’ve sown will bear the proper fruit.

If you find yourself in need of an impartial assessment of your firm’s SEO health, contact our expert SEO strategist today to discuss your options.

Chris Dreyer
Chapter ROI by Chris Dreyer, CEO of

While SEO’s growth potential is typically more gradual, its value compounds. PPC and sponsored directories can drive more immediate traffic, but their value added is somewhat temporary and subject to continued payment. Search engine optimization is an investment and PPC is a cost, the same way that a healthy diet is an investment vs. the cost of plastic surgery.



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