SEO for Law Firms

Step 1: Conduct Keyword Research

One of the most effective ways to ensure you're showing up where your potential clients are searching is with strong keyword research for your SEO strategy.

Done right, keyword research doesn’t just bring your website to the front of Google’s search results—it connects you with the right audience at the right time.

What Are Keywords and Why Do They Matter?

Keywords are the phrases or queries people type into search engines like Google.

When optimized for the right keywords, your website becomes more visible in those search results, putting you one step closer to snagging a potential client.  

But not all keywords are created equal.

Keywords for law firms should take into account intent, local relevance, and industry-specific needs.

For instance, someone searching "what to do after a car accident" is at a very different place in their client journey compared to someone Googling "hire personal injury lawyer Los Angeles."  

Effective keyword research helps you match your website content to the specific needs of your ideal clients—whether they’re gathering information, comparing their options, or ready to book a consultation.

Types of Keywords Law Firms Should Target

When researching keywords, it’s helpful to look at four key categories that will help expand your reach and ensure you connect with the right leads.  

1. Broad Keywords  

These are general search terms with high traffic. They may have excessive competition, but they’re an important part of your foundation.

Examples include:

• "Lawyers near me" (~125k monthly searches)  
• "Personal injury lawyer" (~90.5k searches)  
• "Car accident lawyer" (~74k searches)  

While these bring high visibility, ranking for them can be tough due to competition. Combine these with more precise keywords for better results.  

2. Extended Keywords with Intent  

These keywords dig deeper. They’re aligned with user intentions, helping you focus on clients who are researching, deciding, or ready to act.  

Informational intent:  

• "What to do after a car accident" (~1,000 searches/month)  
• "How is alimony calculated in California?"  

Transactional intent:  

• "Hire personal injury attorney"
• "Free consultation lawyer [city]"  

Local intent: ‍

• "[Your city] criminal defense lawyer"  
• "Estate planning attorney near me"  

Extended keywords may have lower search volume, but they often yield higher-quality leads since they cater to specific needs.  

3. Seasonal Keywords  

Seasonal trends matter, even in law. Tailoring your content during peak times ensures visibility when demand surges.  

• "Tax lawyer" sees a significant spike from January to April.
• "Divorce lawyer" often trends upward in January.

• "Personal injury lawyer" may experience micro-spikes after holidays with increased travel or activities.  

Stay ahead of the curve by identifying which moments in the year align with your practice areas.

Step-by-Step Guide to Law Firm Keyword Research

Now that you know what to target, here’s how you can uncover the best keywords for your law firm.

Define Your Goals  

Start by asking yourself some key questions:

• What type of clients are you looking for?
• Which practice areas (family law, personal injury, criminal defense, etc.) are your focus?
• Are you targeting specific cities or regions?

Being clear about your business objectives ensures that your keyword strategy aligns with your goals.

Use Keyword Research Tools

Once you have an idea of what type of keywords your audience is looking for, you can dive into your research.

There are tons of keyword research tools out there but I prefer Ahrefs.

They have a very helpful feature called the "Keywords Explorer" which makes doing keyword research quick and efficient.

I suggest playing around with this feature, as it is far more powerful than anything else I have found on the market.

All you have to do is enter terms related to your practice area ("divorce lawyer", "contract attorney") and and start a search.

You'll see keyword-specific metrics like:

• Search volume (how many people search for it per month).  
• Keyword difficulty (how competitive it is to rank for).  
• Cost-per-click (CPC) data (helpful if you run paid Google Ads).  

This tool also suggests lots of related keyword ideas, questions people are asking, and other things that you can potentially rank for.

Don’t be afraid to think outside the box!  

Analyze SERP Features

I also suggest going beyond the keyword tools and checking Google’s search engine results pages (SERPs) for opportunities.

This will help you to see what is actually ranking for the keywords you're thinking about targeting and understanding how Google is treating those type of results.

You'll likely see a few different search features:

• People Also Ask: These snippets can signal questions potential clients are researching.  
• Local Packs: For geographically-based searches like "attorneys in Austin," ensure your Google Business Profile is optimized.  
• Featured Snippets: Tailor content to answer common legal questions concisely, as this can land you in the valuable zero position.

Pay close attention to these. They'll likely determine whether you will appear more or less in the results for that query.

The best part? You can actually optimize your content to appear in these features. More on that later.

Check Competitor Strategies

Once you have an understanding of what keywords you'd potentially like to target, I suggest then diving into competitor research to see what is actually ranking in your industry.

Competitor websites like Avvo, Justia, or FindLaw often dominate the legal keyword space.

Some see this as intimidating, however, I see this as a source of information for what I want to create.

Let's take the keyword "best attorneys in Chicago" as an example.

We see that there are quite a few local listings (we could optimize for the Map Pack listing) and then Justia comes up as the top organic result.

We can view their page and see what terms this specific page is ranking for.

To do that all we have to do is grab their URL and then head over to the Site Explorer tool in Ahrefs.

We can begin digging into the data and see all sorts of things like how much traffic the page gets, what it ranks for, how many backlinks it gets, and much more.

I have a separate course on how to do a competitive analysis, so make sure to check that out if you want to see more about that specific process.

But, what this immediately tells me is that I should probably look for longer terms that aren't quite as competitive.

Outranking a DR 90 site, with 94 backlinks, that has ranked well for that query is going to be hard. So, we simply look for another type of keywords... long-tail.

Focus on Long-Tail Keywords

Put yourself in a potential client’s shoes. They don’t just look up “lawyer for divorce.” Instead, they often ask:

• "What are my rights during a divorce in [state]?"  
• "How much does probate cost in [city]?"  

These longer, specific queries (or long-tail keywords) are easier to rank for and often attract the most qualified leads.  

To do this, we can either go back to the Keywords Explorer feature and do another search.

Or, we can navigate into the keywords that the Justia page is ranking for and see if we can find some there.

Look for ones beyond just "chicago lawyer". The idea is to find some that are less competitive and less difficult to rank for.

Within seconds I found a couple that will give you an idea what to look for - "lawyers in chicago free consultation" and "pro bono family lawers chicago".

While I wouldn't want to try to rank for the pro bono keyword, I would try to incorporate some verbiage around free consultations into my services pages to rank for that.

Step 2: Content Strategy & Marketing

The next step after keyword research is to actually create content that ranks for those keywords.

If your law firm’s website offers informative, engaging answers to these questions, you'll not only attract traffic but also build credibility and trust with potential clients.

But content marketing is more than answering FAQ-style questions.

It allows your law firm to strategically showcase expertise, tap into emerging legal trends, earn backlinks, and dominate local searches.

More importantly, it positions you as the go-to legal expert prospects can trust.

How Content Fits into the Client Journey

Content marketing shines at every stage of the client’s decision-making process:

• Awareness: Attract potential clients by addressing their concerns with blog posts, videos, or FAQs on common legal issues.
• Consideration: Help prospects evaluate their options through case studies or explainers that highlight your experience.
• Decision: Seal the deal with success stories, glowing reviews, and compelling calls to action that highlight your services.

By leveraging targeted content, your law firm can guide website visitors seamlessly from curious researcher to grateful client.

High-Priority Content Tactics for Law Firms

When figuring out where to start with content, not all ideas are created equal. Here are some of the most effective strategies tailored to the legal world:

1. Educational Guides & FAQs

Think of the everyday legal questions your clients ask you. These are perfect starting points for creating meaningful content.

For example: "What to Do After a Car Accident in [Your State or City]"  

This topic is highly searchable, targeted for people likely to need a lawyer, and authoritative.

It also allows you to address follow-up questions that rank in People Also Ask boxes or even in featured snippets.

Another Example: "How Long Do You Have to File a Medical Malpractice Claim in [State]?".  

This type of content positions you as the expert and removes doubt or confusion for prospective clients.

When writing FAQ pages or guides, keep them skimmable—break up long text with headers, bullet points, or bolded summaries.

And don’t be shy about linking to other useful content on your website!

2. Timely Legal Updates & Newsjacking

Position your firm as the first to offer insight when hot-button legal topics arise.

Responding quickly to new laws, Supreme Court decisions, or trending cases can not only drive organic traffic but also earn you backlinks from reporters and bloggers.

We found that this works really well for not only engaging readers but also capturing Google Discover traffic - as highlighted in our finance website case study.

We optimized our client's thought leadership pieces for Google Discover traffic. Once published, they oftentimes see huge spikes of thousands of clicks at once.

Other examples include:

• Coverage on a groundbreaking Supreme Court ruling, like "5 Ways the Latest Supreme Court Decision on Family Law May Affect You."
• Quick takes like "What Small Business Owners Need to Know About the New [Industry-Specific] Regulation."

Imagine being the law firm people turn to for clarity during pivotal moments!

3. Localized Content

You'll also want to think beyond the city in which you operate your firm.

We've found that creating hyper-localized landing pages is a great way to rank for keywords like "personal injury attorney in [your city].

Doing this is pretty simple, so don't overthink it. Just be helpful to your readers.

GreenbergTraurig does a good job of this with their locations pages.

They have a root index of their locations that are sorted into high-level taxonomies.

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When clicked, each one lists a single location and links to that location's individual service page.

They include details that people nearby would find helpful, such as an overview of their services in that area, what they do, and what clients can expect while working with the firm.

While these pages are a bit text-heavy in my opinion (something that we'd definitely quickly address in our design services if they were a client), the pages rank pretty well.

Even with these pages being a bit dated, they organically rank for incredibly lucrative non-branded keywords like "orlando law firms", "las vegas attornies", and "denver law firms".

Clients searching for legal help in their area are prime candidates—and localized content helps them find YOU.

4. Multi-Format Content to Reach More Audiences

Written blogs and services pages aren’t the only way to captivate an audience.

Experimenting with different content formats can help reach more people:

Videos‍

Create quick explainers or Q&A videos addressing common legal questions, like “How to File for Bankruptcy in [State].”

Post these on YouTube and embed them on your site to capture even more views.

One of my favorite examples of this is LegalEagle.

In a matter of a few short years, this channel has risen from from nothing to 3.5+ million subscribers, and almost one billion video views.

There's clearly a market for interesting legal-related video content. Jump on the bandwagon and capture some of those views instead.

Webinars or Live Q&As

Along a similar line to videos are webinars and live Q&S.

I have seen many attorneys find success when they host a 30-minute live session addressing hot topics or taking client questions—it builds trust while positioning you as approachable.

This is especially effective around time-sensitive topics like administration changes or new legal bills that aren't fully flushed out.

Infographics

Another strategy that I've seen done well is creating infographics to simplify complex legal processes.

These take the information and present them into easy-to-digest visuals, like “The Steps in a Personal Injury Claim.”

While I think these have been a bit overdone in recent years, they are still very helpful to readers and are an easy way to help explain things both online and in printed marketing materials and handouts.

5. Case Studies & Success Stories

Another effective yet underused content type in the legal industry is case studies and success stories.

These are a great way to demonstrate your legal expertise and the results that you have gotten in your work.

Example: Share anonymized summaries like "How We Secured $500,000 for a Victim of Medical Malpractice."

We take this same approach in the case studies on our blog.

As you can see from our Saas case study, we immediately position the content to demonstrate the most impactful results that would appeal to companies looking for effective SaaS SEO strategies.

Clients want to know if you have a proven track record of handling cases like theirs. Of course, include disclaimers about confidentiality.

This type of content provides proof—and proof equals trust.

6. Emerging Niches

If your firm specializes in or dabbles in legal areas like cannabis law, cryptocurrency regulations, or data privacy, this is your moment.

These topics are growing in search demand, but still relatively untapped.

Lucrative topics like “Understanding Cryptocurrency Regulations in the US” are ripe for the picking and there is no better time than now to rank for them.

Early, in-depth content can make your firm the top resource for these niche but growing subjects.

Lessons from Successful Law Firm Content Marketing

Take inspiration from law firms dominating content marketing:

• Firm A regularly publishes engaging short YouTube videos answering common legal questions, resulting in a steady stream of inbound inquiries.
• Firm B specializes in localized content by addressing issues specific to towns they serve. Each city-specific page performs as a lead magnet for high-intent queries.
• Firm C leverages trending topics by writing about and commenting on high-profile lawsuits, earning backlinks from news publications.

Follow their lead by layering in multiple content tactics and being consistent with your publishing schedule.

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Step 3: On-Page Optimization

Once you get your content created, you'll then need to optimize it. This is where on-page SEO comes in.

This process involves optimizing individual pages to rank higher in search engine results, specifically to attract potential clients searching for legal services.

This process includes refining elements like title tags, headers, and content to clearly communicate your firm's expertise to both users and search engines.

Effective on-page SEO positions your law firm prominently in search results, establishes your authority in your practice areas, and drives targeted traffic—resulting in increased credibility and more client inquiries.

Key On-Page SEO Elements Every Law Firm Needs

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Title Tags & Meta Descriptions

Title tags and meta descriptions act as your site's first impression in search results, guiding users to choose your firm over competitors.

A strong title tag clearly states your practice area and location—such as "Car Accident Lawyer in Miami | Free Consultation." Using action-oriented language like "We Fight for Your Rights" makes your titles compelling.

For meta descriptions, provide additional context to entice clicks, for example: "Injured in an accident?

Our Chicago personal injury attorneys have recovered millions. Schedule your free consultation today."

Headers (H1, H2, H3)

Properly structured headers help both users and search engines quickly grasp your content’s focus.

Your H1 (main heading) should include your primary keyword, clearly stating the main service provided, like "Car Accident Lawyer in Los Angeles."

H2 and H3 headers break down subtopics, improving readability and allowing you to rank for related terms.

For instance, under the main H1 heading, you might use an H2 like "Common Causes of Car Accidents," followed by specific H3s such as "Distracted Driving" or "Speeding Accidents."

URL Structure

Think of your URL as your website's address—it should clearly indicate what's on each page.

Keep URLs concise and descriptive, including primary keywords relevant to your services.

Instead of complicated URLs like "yourlawfirm.com/page?id=1234," opt for straightforward and descriptive alternatives like "yourlawfirm.com/personal-injury/car-accidents" or "yourlawfirm.com/divorce-lawyer-queens."

Keyword Placement & Density

Keywords are essential, but they must feel natural.

Strategically place keywords in important areas such as titles, headings, URLs, and organically throughout your content.

Introduce your primary keyword naturally in the opening paragraph, and reinforce it in the conclusion.

Instead of repetitive usage like "Our divorce lawyers handle divorce because they specialize in divorce," strive for balanced phrasing: "Our experienced divorce attorneys guide you through custody disputes, alimony, and other critical family law matters."

Schema Markup

Schema markup is structured data that helps search engines better understand your website content and can result in enhanced search listings, such as star ratings and FAQs. For law firms, important schema types include:

• LegalService Schema to define your firm clearly as a provider of professional legal services.
• Attorney Schema for lawyer bios, enhancing visibility in searches related to individual attorneys.
• Review Schema (following Google's guidelines) to highlight client testimonials.
• FAQ Schema for frequently asked questions, improving visibility through rich snippets.
• BreadcrumbList Schema for clear website navigation.
• Article Schema for blog posts to improve content discoverability.

Since implementing schema requires technical knowledge, it's advisable to work with your web developer.

Local Elements

Local SEO elements significantly boost visibility if your practice serves a specific geographic area.

Include an embedded Google Map on your contact page clearly showing your firm's location, along with consistent Name, Address, and Phone number (NAP) details.

Incorporate local-specific keywords into your content by mentioning nearby landmarks or neighborhoods—for example, "Conveniently located near Union Square, we proudly serve clients throughout San Francisco."

Lastly, prominently feature client reviews and testimonials to establish credibility, as potential clients trust recommendations from others in their community.

Effectively implementing these on-page SEO elements enhances your law firm's online presence, drives targeted traffic, and positions your practice as a trusted authority in your field.

Step 4: Building Authority & Off-Page SEO

Off-page SEO refers to actions taken outside of your law firm's website, such as building backlinks, citations, and enhancing your online reputation, to improve your site's visibility and rankings in search engines.

It's especially important for law firms because potential clients often evaluate attorneys based on online credibility, authority, and trustworthiness.

Effective off-page SEO helps law firms stand out in highly competitive markets, attracting more clients who frequently rely on search engines to find local legal services.

Strategy #1: Build High-Quality Backlinks

Backlinks, or links that point to your site from another, are top-ranking factors for search engines. But not all backlinks are created equal—quality matters far more than quantity.  

Focus on Legal Directories and Citations  

Start by claiming or updating your firm's listings on popular legal directories such as:  

• Avvo  
• Justia  
• FindLaw  
• Nolo  
• Lawyers.com

These directories are highly authoritative and vetted specifically for the legal niche. While some may use nofollow links (which don’t significantly impact your rankings), they still drive referral traffic and increase your credibility.  

Local Directories and Associations  

You can also improve local visibility by getting listed on directories such as your local bar association’s website and chamber of commerce pages. For example, if you’re a member of the State Bar Association or local business council, check whether they include backlinks in their member listings.  

Example Action  

Martindale-Avvo, for instance, has been connecting potential clients with lawyers for over 150 years. By updating your profile with clear contact details and encouraging positive reviews, you’ll enhance your chances of being discovered.  

Strategy #2: Leverage Local Sponsorships and Community Engagement  

A great way to earn high-quality backlinks and simultaneously connect with your community is through local sponsorships.  

Sponsor Events or Charities  

Consider supporting local charity events, sports teams, or small business expos. Organizations often link back to sponsors from their event websites, creating valuable local backlinks for your firm.  

Join Local Business Networks  

Membership in Business Networking International (BNI) or similar groups can lead to both networking opportunities and backlinks through member directories.  

Think about sponsoring an annual 5K charity run. Registrants may find your law firm’s information listed as a sponsor on the event’s promotional website. A solid win for local visibility!  

Strategy #3: Guest Posting and Media Features  

Want to position yourself as a thought leader in law while earning backlinks? Guest posting and contributing expertise to media outlets are must-try strategies.

Publish on Industry Leading Websites  

Pitch contributions to respected platforms like Law.com or the ABA Journal. Writing thought leadership posts or case studies provides high-quality backlinks and positions you as an expert in your area of practice.  

Appear on Podcasts or News Segments  

Offering insightful commentary for local news outlets or podcasts not only boosts your reputation but can also lead to backlinks.

Use resources like Help A Reporter Out (HARO) to connect with journalists looking for legal experts.  

Example Action

Reach out to a niche blog focusing on small business law, and offer to write actionable advice. Once it’s published, you’ll gain a relevant backlink that drives traffic and credibility.  

Step 5. Tracking Leads & KPIs

If you’ve been pouring resources into marketing strategies—like SEO, pay-per-click (PPC) advertising, or even email campaigns—you need to know if these efforts are paying off.

Tracking your leads and KPIs gives you that clarity. For many law firm owners, tight compliance budgets mean every dollar counts.

Without proper tracking, you’re essentially making decisions in the dark.

But tacking your metrics isn’t just about seeing numbers—it’s about understanding what those numbers mean.

• Are your leads high quality?
• Which campaigns are bringing in paying clients?
• What’s driving traffic to your site?

Answering these questions can help you refine your strategy and ensure every marketing dollar works harder for you.

The Metrics That Matter  

Before we get into the how, let's clarify the what. Here are the key metrics you should track as a law firm owner:

1. Website Traffic and User Behavior: Are potential clients finding your site through organic searches or paid ads? How long are they staying on your site?
2. Lead Sources: Identify whether leads are coming from web forms, phone calls, or live chats.
3. Keyword Rankings: How is your website ranking for critical local keywords in search engines?
4. Conversion Rate: How many leads actually convert into paying clients?  
5. Lead Quality: Not all leads will have the same potential—track which campaigns yield real payouts.  

Now that you know what to track, here’s a step-by-step guide to get it done effectively.

Leverage Google Analytics and Google Search Console  

When it comes to tracking website traffic and user behavior, Google Analytics and Google Search Console are non-negotiable tools for your law firm.

These free (yes, free!) platforms provide valuable insights into how potential clients interact with your website.  

• Monitor Traffic and Engagement: Google Analytics is your go-to tool for tracking organic traffic, bounce rate, session duration, and even form submissions. Are visitors leaving after a few seconds, or are they navigating to your contact page?  
• Track Key Queries: Use Google Search Console to monitor impressions, click-through rates, and rankings for specific keywords your clients might search for—like “divorce lawyer in Chicago” or “personal injury attorney near me.”  

I suggest setting up goals in Google Analytics.

Every completed contact form or phone call can be tracked as a “goal,” giving you a clear understanding of how many leads are generated each month.  

Use Call Tracking to Attribute Leads  

Call tracking is a must-have for law firms because phone calls often yield some of the highest-converting leads.

Here's how it works:

• Assign unique phone numbers to different web pages or campaigns using call-tracking software like CallRail or RingCentral.
• When those numbers are dialed, you can trace the call back to the source—whether it’s your “About Us” page, a PPC ad, or even a blog you wrote months ago.

This information is invaluable when deciding where to allocate your marketing budget.

If you discover that 50% of your inbound calls come from a single landing page, you can double down on driving traffic to that page.

Combine call tracking with CRM software to see not only where the leads are from but also if they convert into paying clients.

Track Keyword Rankings with the Right Tools  

Ranking for local keywords is essential for law firms. After all, your clients are likely searching for legal services that are close to home.

Tools like Ahrefs, SEMrush, or Moz can help you monitor how well your website is performing in search engine results pages (SERPs).

With these tools, you can:

• Track what position your website holds for valuable keywords (e.g., “estate planning attorney in Dallas”).
• Keep tabs on how your rankings change over time.
• Focus specifically on local rankings using geo-targeted tracking—this allows you to see how well your website ranks in your specific city or region.

Pay close attention to keywords tied to your practice areas.

For example, if you’re a criminal law firm, tracking terms like “DWI defense attorney New York” can guide your content strategy and help you dominate local search.

Measure Lead Quality and ROI

At the end of the day, lead quantity means nothing if the quality isn’t there.

For law firms, the real metric of success lies in conversions—and not just any conversion, but leads that turn into actual paying clients.  

This is where using a CRM or an intake software system becomes critical.

Tools like Clio Grow or Law Ruler allow you to trace every lead back to its source, helping you determine which campaigns are generating high-value cases (not just inquiries).  

For example:

• Are leads from Facebook ads converting into clients, or are they mostly casual inquiries?  
• Is your content marketing strategy attracting potential clients who are ready to book a consultation?  

By understanding ROI per lead source, you can focus your efforts on strategies that actually bring in revenue.