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Our Best Law Firm SEO Strategies For 2020

Justice may be blind but your SEO campaign shouldn't be. Having the right law firm SEO strategy in place from the start will help your firm grow exponentially.

law firm seo

What Is Search Engine Optimization (SEO)? 

SEO is a law firm marketing strategy that connects capable law firms with the people who need them the most. 

In short, SEO is the single most important investment you can make for your long-term marketing success.

That’s because a successful search engine optimization campaign creates massive visibility around your law firm in search engines. Which means more potential leads can discover your legal services over your competitors.

The best SEO strategy targets topics your potential clients are already searching for in Google or Bing, and leverages natural language leveraged content to help searchers solve their problems and answer their legal questions.

When done correctly, SEO is one of the most reliable and profitable online marketing strategies a business can have.

But here’s the truth: Legal SEO is a powerful practice that most legal marketing companies haven't fully figured out yet.

After deep analysis, I discovered that the lawyer market is surprisingly underserved. There are plenty of digital marketing firms, sure. And lawyer SEO is highly competitive, make no mistake about it. 

But when it comes to modern SEO success, well, let’s just say there’s still a few tricks these old dogs have yet to learn.

That's where having the right knowledge comes into play. SEO for law firms doesn't mean that you get shown your Google Analytics report and call it a day.

After more than 16 years in SEO, I've learned a few things so I figured why not share with all my attorney friends.

By the way, our research shows that the time for you to take advantage of a transparent, objective and proven approach to SEO is now.

Keeping Up

Modern Law Firm SEO Services

We studied 15 of the most competitive metro areas for SEO and personal injury lawyers in the United States. What we found is that each and every one of these metro areas is lacking in both strategy and consistency. This means that you can start fresh in any city in America and dominate the search engine results page. This can help you drive a huge amount of new case leads.

Your SEO company should be focused on creating relevant content both on and off your website. This is the way modern search engine optimization is done. This is what it's going to take for your law practice to thrive among even the most competitive of niches, no matter which vertical you serve. 

Your firm can attract qualified leads by targeting traffic that’s directly related to your firm’s core service offerings. These the the missing pieces.

On-page SEO

Off-page SEO

Technical SEO

Content Marketing

Social Media Marketing



Of Law Firm SEO Campaigns

This is the percentage of law firms that have hired an attorney SEO firm and are under-served.

What You Should Expect From Your Law Firm SEO Company

A successful legal SEO marketing campaign will boost the popularity and relevance of your website traffic above all other competing firms in your niche. 

First, you're going to need to create the high relevancy great content that Google expects, then you will need to build links to your valuable content from trusted domains. This strategy grants your firm greater visibility in the search results and a wider client base as a result. 

What’s more, this approach gets the job done at a fraction of the cost of traditional digital pay per click (PPC) advertising.

Here's how we do it:

Focus on the client. Win more cases.

You have no time to learn and execute a strategic SEO campaign. You need to be serving your clients and winning cases. Not spending hours analyzing search traffic and researching keyword opportunities. 

Problem is, it's real work to perform targeted keyword research to uncover the biggest opportunities for your practice areas while  focusing on the consumer. That way you're getting the best value for your marketing dollar.

Focus On Your Firm

Step 1

Learn about your firm’s challenges, goals, and ideal clients to understand what success looks like for you.

Competitive Analysis

Step 1

Deep competitive marketing analysis in your specialty to identify the greatest opportunities.

Targeted Search

Step 3

Target the most important search information to advance your campaign faster than traditional SEO for lawyers.

lawyer SEO

Proven Techniques

Step 3

Focus on proven SEO techniques that produce first page rankings for your most valuable keywords.

Custom Campaign

Step 2

Create a custom SEO plan that attracts new potential clients to your law firm website.

Meet The Competition

Step 3

 Meet the competition head-on and generate new case leads in the most direct fashion possible.


Optimize your sales funnel with SEO

Attracting cold leads is a thing of the past. You're going to need to use keyword mapping to identify what your prospective clients are already searching for, then map those keywords to every step of your sales funnel. 

From discovery to conversion, your focus should be on getting first page rankings for the most profitable “money searches” of your campaign. A plan that naturally increases your website’s exposure and attracts more organic search traffic at all 4 stages of the funnel.

Transactional Searches

These are the search terms of people who are actively looking to pay for your firm’s services. These “money terms” have the highest conversion rate for acquiring new clients through your law firm websites. In internet marketing language, these are searches at the bottom of the funnel. 

Keyword Example: Hire a Denver personal injury lawyer, Denver personal injury attorney near me.

Navigational Searches

These are the search queries of people looking for information about your services. People want to know if they can trust you to be their legal representation. This means making sure your website is well represented in the search rankings around your company name.

Keyword Example: Denver personal injury lawyer reviews, Denver personal injury attorney cost

Commercial Investigation

These searchers are looking for information about what your firm does. They’re also questions your target audience is asking to clarify your firm’s services and offerings. You’ve captured their interest, now show them what you have to offer.

With deliberate law firm website design and website content, you must display this knowledge on your business page to be considered an authority on your firm’s expertise. This also provides a great user experience.

Keyword Example: personal injury only law firms in Denver, highest personal injury settlement in Colorado

Informational Searches

These are the searches prospective clients have to find more information around their legal case at the very beginning of the sales funnel. These keywords will have the most volume and biggest potential to increase website traffic overall, attracting the right eyeballs to your website. This information will exist as valuable website content on your law firm’s website, typically in the form of blogging. 

Keyword Example: How to find a personal injury lawyer, what is a personal injury claim

Your SEO campaign will target all 4 types of searches to drive traffic at each step of the sales funnel with special emphasis on transactional searches.

Give search engines what they want. The way they want it.

You can’t afford to guess what kind of content Google wants to reward in the search results. Gone are the days of churning out blog posts and inserting keywords, hoping something will stick. Google makes the rules and you want to play to win. Remember, they want to make their pay per click experience better and your page should strive to do just that.

To help you win in the rankings, you're going to want to  optimize your content and your website structure from the start to perfectly match the natural language patterns that search engines are looking for. 

Here's how we do it:

Website audit and optimization

Cornerstone Content Curation 

The C3 Processing Model

If you're competing in a highly competitive environment, your cornerstone content pages or what some might refer to as landing pages (or evergreen content) must be optimized to rank for your firm's most competitive search terms. 

Optimizing the following page types and their organization “grants” you the ability to rank competitive keywords higher in the SERPS (search engine results pages).

Static Pages

These are pages that will be deeply relevant to your firm over an extended period of time. For example, criminal defense focused law firms will have static pages detailing their services through clear copywriting, infographics, or testimonials. 

Blog Pages

Blog pages are SEO-informed resources that address the common questions and concerns your potential clients are searching for online. For example, a DUI firm may have blog posts offering generic legal direction on what happens when you get a DUI, the legal penalties of drunk driving, or on the fees and services associated with hiring a DUI attorney.

  • Organize and group your content, navigation, and URL structure to stand out in Google search.
  • Perform natural language processing using modern SEO techniques to match the language patterns Google expects and rewards.
  • Optimize key on-page factors and metadata to strengthen on-site SEO.
  • Maximize the exposure of your most valuable pages in the organic search results
  • Resolve factors such as page speed or broken links that are hurting your site’s ability to rank

        Establish your brand to command rank

        To succeed in lawyer SEO, your brand must be highly visible online and clearly broadcast a strong professional reputation. You want a brand that can’t help but rise to the top of the search results. You will need to work to establish your brand online as a trusted and recognized authority. You can achieve this by building real profiles on real websites, with real content. 

        You can use the authority of established websites like Facebook, Twitter, LinkedIn, Avvo, Justia, Best Lawyers, etc. Those that make the most sense for your firm.

        Localization - win more business with local SEO

        If your law firm is a local business, then potential clients are already looking for your services right in your own neighborhood. You want to be the big law firm down the street that attracts more business than any expensive billboard ever could. When your firm’s website is optimized for local search, you’re positioned to capitalize on as many of these potential leads as possible. 

        Localization not only has a powerful impact on the top 10 results, but it also impacts your placement in Google’s “map pack” or Google My Business. This is a type of snippet that can show your NAP (business name, address, and phone number) in the top results located within your local practice area.

        High quality link building at scale

        Having a strong link profile is essential for moving to the top of search engine rankings FAST. It’s what separates the winners from the losers in competitive markets. 

        You will need to build  a systematized process for building high-quality backlinks from trusted domains. Hiring a team member that's dedicated to performing outreach to other websites will help you build valuable, white hat backlinks from trusted domains related to your practice areas.

        The bottom line is this can be the unfair advantage that your firm’s website will leverage to rank at the top. This truly is one of the most important aspects of law firm SEO. It's one of the largest the key performance indicators and it's the ranking factor that gets ignored the most.

        We Can Help You Win At SEO

        The major players in your market are driving a huge number of new case leads with SEO. Our data helps us visualize your market and break down numbers so that you can understand the potential. We can show you how!

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