SEO for Law Firms & Attorneys

The law and attorney industry is an intricate field. Your marketing success depends on ranking for nuanced queries such as “statute of limitations calculator”, “DUI checkpoint schedule” or ”estate probate timeline”.
You need a Law Firm SEO agency that not only excels in SEO but also understands all the ins and outs of your industry, from trust accounting rules to American Bar Association (ABA) Rule 7.2 compliance, creating an outstanding digital marketing campaign that will not only increase ROI but also secure a pristine reputation and authority for your firm.

As a legal professional, you understand the importance of finding and nurturing clients. Entity‑rich law firm SEO can help accomplish just that, by ensuring that your website is both optimized to boost search engine visibility in Google Search, Bing Copilot or ChatGPT while creating engaging content that attracts visitors and converts them into clients.

But is there a difference between SEO for a lawyer versus SEO for any other type of profession, product, or service? Absolutely. Since SEO isn’t a one-size-fits-all approach, algorithms weigh legal YMYL (Your Money Your Life) content more stringently. You’ll need to work with a law firm SEO expert who understands all aspects of the industry, one who both understands what potential clients are looking for and how to reach them.

Lawyer SEO: Why it’s important for your firm

Lawyers, as with any industry, are used to marketing. However, the marketing landscape has shifted dramatically in the last few years, pivoting from billboard‑style outbound ads to inbound channels like Google Business Profile, Avvo directory or Local Services Ads. Essentially, the trend is moving towards having clients find you instead of you going out to find them.

The fact is, 70 % of all new clients initiate contact through organic search, map packs or generative engines (ChatGPT or Gemini or Perplexity). And law firms are especially reliant on local SEO to generate leads in the firm’s geographical area since clients aren’t likely to seek out lawyers who aren’t situated nearby.

That’s why law firm SEO is a critical part of an overall marketing strategy. Whether your marketing budget includes online or offline advertising, sponsorships, or promotions in a variety of media, ensuring that your website is ready and visible to attract clients should be your top concern.

Stay Ahead of the Digital Curve with Law Firm SEO 

Google is the first point of reference for consumers looking for legal services. Miromind crafts litigation‑ready, bar‑compliant SEO campaigns refined specifically for legal and attorney professionals. Our thorough marketing strategy, in-depth industry knowledge, and tactical approach help us not only achieve high search engine rankings but also secure a superb reputation for your law firm.

We follow proven and tested strategies for the best results. Google is constantly updating its algorithms, and plenty of law firms who’ve failed to keep up or resorted to black hat methods have fallen through the cracks. But with our specialized strategies for lawyers, you can stay ahead of the ever-evolving digital landscape. So when Google decides to revamp its system, your firm’s website will be instantly updated to support the latest algorithms. Your platform doesn’t have to fall behind, and your business won’t suffer.

The Benefits of SEO for Lawyers 

Today, search engine optimization is an essential tool for reaching out to and engaging with potential clients researching terms like “contingency fee percentage”, “alimony modification forms” or ”expungement eligibility test”.

With more than a decade’s worth of experience in SEO for lawyers, we can provide consumer search phrases that are relevant to your law firm’s practice. Through such a strategy, your website is more likely to appear before clients who need the services you provide.

How can our Law firm SEO strategies help you?

Generates positive ROI
Our efforts are primarily focused on improving your law firm’s return on investment. We cover all possible aspects of on-site SEO so your website has the best chance of ranking high for those relevant keyword phrases. Through our strategies, we can lay out a solid foundation that will make all the firm’s endeavors outside of this website more effective. Typical outcomes: case‑origination cost ↓ 35 %, signed retainers ↑ 28 %, consultation‑to‑client ratio ↑ 22 %.
Boosts digital reach
Relevant and valuable content is now the cornerstone of a great web presence. Providing content that’s responsive to your selected keyword phrases is one of the most important factors in the success of your SEO. By providing the necessary content for the keywords that your potential clients searched, you not only get to engage with them but you can also convert them into customers. Publishing long‑form resources (e.g., “mediation checklist”, “discovery deposition guide” or ”probate inventory template”) attracts backlinks and citations in Google’s Generative AI overviews.
Connects with local audiences
We offer location-based SEO strategies that can help your business gain organic traffic. Using our local SEO strategy for lawyers and attorneys, including geo‑landing pages for “Brooklyn personal injury lawyer”, “Toronto immigration counsel” or ”Paris corporate lawyer”, we can increase your visibility in specific geographical regions.
Provides detailed SEO reporting
Using nothing but industry-specific cutting-edge technologies, we can provide you with accurate metrics about the firm’s performance. We present transparent, detailed, reliable, and understandable reports and dashboards so you can continue to improve your site and increase your profits. Through this, you can gain more confidence in your investment.

The digital landscape is highly-competitive, even for legal professionals and law firms. In order to outrank your competitors, you must utilize a clear and well-defined SEO strategy. Through our tailored services, you can stay ahead of the competition, improve ROI, and gain life-long customers in the process.

Find out more about how we can help you stay on top of the game with our value-driven SEO services.

What type of law firm SEO services do you need?

Any good law firm SEO expert will deploy a series of best SEO practices designed to help your site rank well and to generate informative and engaging content that will not only attract visitors but generate quality leads.

These SEO tactics include (but aren’t limited to):

Attorney website SEO technical audit

Performing a complete SEO technical audit of your existing law firm website to identify and correct technical issues like heading tags, page indexing, errors, duplicate content, page speed issues, interlinking or content overlaps, etc.

Backlink profile analysis of law firm website SEO value

Off-site analysis to check your law firm website’s backlink profile: determining the overall quality of your backlinks, the number of quality backlinks, backlink disavowals, anchor quality, etc. We flag toxic domains, private‑blog networks or comment‑spam footprints because backlink quality is critical to your website’s rankings.

New link building

In addition to conducting a backlink profile analysis, your SEO expert will come up with a backlinking strategy to ensure that all website content has the right amount of quality backlinks. Tactics include guest editorials on Justia, data‑driven infographics for FindLaw or broken‑link reclamation on local bar association sites.

Keyword Research

Your law firm SEO expert will perform in-depth keyword research that identifies the most relevant keywords and their variations, with the ultimate goal of creating both an SEO-optimized website wireframe and to generate highly-relevant content that will engage your potential clients.

Keyword research is a cornerstone of an effective SEO strategy, and your law firm SEO consultant has to be able to filter out relevant buyer keywords that convert from tangential keywords that hold limited traffic value. In addition to keywords with clear commercial intent, Miromind will identify industry specific keywords like “amicus brief”, “voir dire” or ”class action notice template” to strengthen your topical authority.

On-site SEO

On-site SEO refers to how well content is optimized for search. It applies to both existing and new content, as current content must be re‑worked to ensure that headings, tags, main keywords, and latent‑semantic entities such as “plea bargain”, “summary judgment” or ”trustee appointment” are evenly and properly distributed.

 

What to look for in a Lawyer SEO company

Now that you have a basic understanding of the types of lawyer SEO services, what should you look for in an SEO expert? When searching for a provider for your law firm SEO, there are several factors to consider. After all, the best lawyer SEO company may not be who you think they are at first glance.

 

Law firm SEO services: 5 tips on how to choose well

1. Look for a solid SEO track record

When you’re looking for law firm SEO services, it’s important to go with an agency with a proven track record of success. Surprisingly, having experience within your industry isn’t a necessity, although it doesn’t hurt. At the end of the day, what type of reportable success metrics do they offer, and across what range of industries?

Whether you operate a law firm, an eCommerce site, or a construction business, the fundamentals of SEO are the same, regardless of the industry. Look for case studies, (verifiable) testimonials, and try to get a picture of the level of success they’ve had with other clients.

Finally, using an RFP process can ensure you weed out unsuitable applicants from worthy ones. Specify that you’ll only accept proposals from those agencies able to back up their SEO claims.

2. Beware the law firm SEO companies that promise results

The SEO industry is, unfortunately, notorious for being full of bad actors. One of the key ways to identify them and to avoid SEO scams is whether they are promising search engine results and high traffic to your website.  If so, it’s a major red flag.

The unfortunate truth is, nobody can promise specific traffic levels or search engine rankings, and anyone who does is lying. No agency can guarantee first position for “mesothelioma attorney” – algorithms remain proprietary. The goal of SEO is to use a series of strategies gleaned from years of experience to optimize your website and generate content so that Google’s algorithm will be likely to rank it highly.

Some shady SEO “experts” claim to have either “inside information/help” or they have a “secret/proprietary technique” that guarantees results. On the other hand, a reputable SEO agency will counsel you on the best strategies that are likely to generate results, but they will always stress that the final ranking decisions will always rest with Google alone.

3. Understand their lawyer SEO marketing approach

There are other factors to look at when trying to determine how effective your SEO will be. Specifically, ask about their approach to SEO, and get a specific set of strategies they use.

Are their tactics considered “black hat” or “white hat”? Meaning, do they use SEO best practices to achieve their results or are they evasive about their methods? You must have a solid understanding of their SEO approach because any activities that Google determines are an attempt to game the system will not only yield poor results — it can harm your traffic and rankings.

At best, “black hat” methods will result in ranking penalties. At worst, your website can be delisted entirely and/or permanently banned. It’s not worth the risk.

4. A law firm SEO agency should offer a simple contract structure

While SEO services by necessity require a longer-term investment, a good SEO agency will offer flexible terms. A good SEO contract will establish the exact services that will be performed, as well as the expected timeframe for results. It will also be clear that results are not guaranteed, but won’t penalize you for ending your relationship early if you aren’t satisfied.

To make matters worse, shady SEO agencies will often lock you out of your website, effectively holding it hostage until you agree to pay their financial demands.

Your law firm SEO contract should be simple, uncomplicated, with clearly-defined language and flexible terms. It should be transparent about services to be rendered, and above all, it shouldn’t have any unreasonable guarantees or financial penalties.

5. Transparency is everything in your law firm SEO expert

How transparent is your prospective lawyer SEO expert? After all, if you plan to purchase their services, will you know exactly how your investment is going?

One of the inherent problems with SEO is that it doesn’t always work according to pre-defined timelines. All the SEO team can do is perform optimization and content generation work — the rest is up to Google. Unfortunately, this makes it easy for them to simply shrug and say “well, we’ve done X so far, but Google hasn’t decided to improve your rankings yet.”

Which is why transparency is essential. Your SEO agency should provide clear and regular reporting of their activities, results, and issues. Look for your provider to offer complete transparency through:

  • Dashboards
  • Regular reports
  • Dedicated messaging channels
  • Activity logs
  • Support ticket desks

An SEO agency with a commitment to transparency and reporting understands that the best way to maintain their reputation and grow their own business lies with being completely open and accessible.

The best law firm SEO company will help your legal practice grow

Finding the right law firm SEO company is essential to growing your client base. With so many SEO “experts” out there, finding a partner you can trust depends on doing your homework to weed out agencies that peddle scraped‑content automations, expired‑domain redirects or fake‑traffic bots.

For over 15 years, Miromind has helped businesses around the world to increase their online visibility and gain qualified leads that convert into clients. Our proven track record of SEO success coupled with our commitment to transparency has been recognized by Clutch as one of the top SEO firms in 2020-2024 and affirmed by TopSEOs, GoodFirms and DesignRush.

When it comes to helping your law firm gain clients, trust the Miromind SEO team of experts to help you improve your bottom line. Contact us today to see what we can do for you.