SEO For Lawyers: How To Compete in 2024

Lawyer SEO


As we welcome the new year, it's common for individuals and businesses alike to set ambitious resolutions. For many law firms, enhancing their digital presence tops this list. Yet, the complex world of law firm marketing, combined with the demanding nature of running a legal practice, often turns these well-intended plans into unfulfilled aspirations. This blog aims to break down the complexity, offering actionable SEO strategies for lawyers. We focus on transforming your search engine optimisation goals from fleeting New Year's resolutions into concrete, successful practices, ensuring your firm not only competes but excels in getting clients.


The Difficulties That Lawyers Face

Lawyers face significant challenges in the competitive industry of digital marketing.The legal sector's competitiveness requires lawyers to not only stand out but also maintain accuracy and authority in their online content, a task that demands significant time and expertise. Moreover, the intricacies of SEO can be overwhelming, necessitating a nuanced understanding that many legal professionals may not possess. This challenge is made worse when law firms encounter unreliable SEO agencies, leading to ineffective strategies and potential setbacks in their online presence and client engagement efforts.


Key Areas Lawyers Can Leverage

Lawyers have a distinctive advantage in SEO by leveraging their specialized expertise. This expertise is invaluable for link-building, where a lawyer's authoritative opinion can greatly enhance their website's credibility and visibility. Additionally, for firms that offer services across Australia, tailoring content to include long-tail keywords can effectively attract a wider audience. Furthermore, many law-related keywords exhibit high search volume, presenting an opportunity for law firms to tap into a significant online search demand. Effectively utilizing these areas can lead to substantial gains in online visibility and client engagement.


What Is The Value In SEO?

To understand the value of SEO for your law firm, you can use a tool like Ahrefs keyword generator to find relevant keywords, for example, "Lawyer Sydney." Once you have your keyword, input it into our SEO Click Through Rate Calculator, along with the desired ranking position, like '1'. This will give you an estimated count of the clicks your website could receive if it achieves that rank. It's a straightforward process, providing a clear picture of the potential traffic benefits from effective SEO, helping to plan and strategize your online presence with ease.


A Guide For Agency Selection

Lawyer Starting Content Marketing Strategy

Avoid "Legal SEO Agencies"

Opting for a "Legal SEO Agency" may seem beneficial due to their specialized focus on legal marketing. However, this choice can be fraught with challenges. These agencies often serve multiple competitors within the same sector, leading to a potential prioritisation of clients who offer higher pay. This situation can result in counterproductive SEO strategies, where an agency might manipulate search results in favour of the higher-paying or preferred clients, rather than delivering the same and effective SEO services.


Get an agency that is vetted or can prove results

When selecting an SEO agency, it's crucial to choose one that is thoroughly vetted or can demonstrate tangible results. The SEO field is varied, with many skilled professionals but also numerous scammers. Verify the credibility of the agency through trusted recommendations or by assessing their proven track record. Be cautious, as reviews can be fabricated and data charts altered. A reliable indicator of a trustworthy agency is one that successfully implements SEO strategies for its own business, as this showcases their expertise and commitment to the practice, much like agencies such as Jible.


Make sure they are clear on the scope of the work and deliverables

It's essential to ensure that the SEO agency you choose is transparent about the scope of work and deliverables. Due to the complex nature of SEO, some agencies might be vague about the specifics of their services. It's important to demand clarity in this regard. Moreover, consistent monthly reporting is a key aspect of a reliable agency's offerings. This reporting allows you to monitor the effectiveness of their strategies and understand the progress of your SEO campaign. Regular updates and transparent communication are vital for effective collaboration and achieving your SEO goals.



Avoid Lock in contracts and Guarantees

When it comes to SEO contracts and guarantees, unless your SEO agency or consultant personally owns Google, they can't promise exact results in a specific timeframe. What they should be offering is a realistic forecast, based on your budget and the complexities involved with your target keywords. Always approach promises of guaranteed outcomes with a healthy dose of skepticism, and look for an agency that's honest about the unpredictable nature of SEO.


Local SEO For Lawyers

For law firms, local SEO offers a strategic advantage, even for those able to serve clients across Australia. Focusing on local SEO not only enhances visibility within your immediate geographical area but also helps in building a stronger community presence. This approach can be particularly effective for attracting clients who prefer local expertise or require services that necessitate in-person consultations.


Targeted Location Based Pages

Creating optimized location-based pages is a highly effective strategy for law firms. By tailoring these pages to specific audiences, you can align more closely with the unique needs of different areas. For instance, if you're offering criminal law services in an area with higher crime rates, it's beneficial to emphasize these services on your location page for that area. Conversely, in regions with an older, wealthier demographic, focusing more on estate planning services could be more effective. This targeted approach ensures that your services align closely with the predominant needs of each community, making your firm more relevant and appealing to potential clients in those areas.


Using The Correct Schemas

Incorporating the correct technical SEO schemas on your website is vital for letting Google understand the location and context of your pages. Schemas are specific code you add on your website that communicates important information to search engines. For me personally, when I see a website with good reviews highlighted right there in the search results, thanks to review schemas, it definitely catches my eye more than others. So, adding these schemas to your site isn't just about pleasing search engines, it's about making your site more attractive and trustworthy to potential clients scrolling through search results.


Local Link Building

Local link building for law firms is a strategy that can be effectively executed by reaching out to local businesses and leveraging existing relationships. This involves connecting with other local companies, perhaps those you've worked with or are familiar with, to create mutually beneficial partnerships. These relationships can lead to valuable backlinks to your website, which are crucial for improving your local SEO presence. By focusing on building these local connections, law firms can enhance their visibility and credibility within their community, reinforcing their reputation and attracting more local clients.


Local PR

Local PR, while potentially expensive, can be a valuable investment for law firms in terms of SEO, brand awareness, and other marketing objectives. Engaging in public relations activities within your community not only boosts your visibility in local search results but also enhances your firm's reputation and credibility. This can lead to increased recognition and trust among potential clients, making it an effective tool for building a strong local presence. The cost, therefore, can be justified by the multifaceted benefits that Local PR brings to your firm's overall growth strategy.


Google My Business Optimisation

For law firms, a well-optimized Google My Business (GMB) profile is a key asset in your SEO strategy. This isn't just about being listed online; it's about making sure every detail in your profile is accurate and effective. From selecting the most appropriate categories that align with your legal services to crafting a comprehensive and engaging description, every element counts. This initial step ensures your firm is not only visible but also presented in the best possible light to potential clients searching for legal services. Getting these basics right sets the foundation for a successful online presence.


Utilising directories

Utilizing directories is a strategic move for law firms looking to enhance their SEO and brand visibility. While potential clients may not directly use these directories to find your services, their importance lies in showing Google and other search engines the legitimacy and prevalence of your business. Being listed in reputable legal directories helps increase your online footprint. This not only reinforces your firm's presence in search engine results but also helps with your reputation and visibility.


The importance of Correct NAPS

The accuracy of your NAPS (Name, Address, Phone number) across the web is crucial for law firm SEO. These details are not just contact information; they are key signals to search engines about the authenticity and location of your business.


  • Name: Consistency in your firm's name reinforces brand recognition.
  • Address: A precise address ensures you're correctly listed in local searches.
  • Phone Number: A consistent phone number across listings builds trust and aids in client outreach.


Accurate NAPS enhance your search engine rankings and help potential clients find and contact you reliably. This attention to detail strengthens your online presence and fosters trust in your law firm's brand.


Reputation management

Reputation management plays a vital role in law firm SEO. Accumulating a large number of positive reviews not only enhances your firm's reputation but also boosts your listing in Google My Business. These reviews act as powerful endorsements, offering real-world proof of your expertise and reliability. They keep your firm relevant and highly visible in search results, directly influencing potential clients' decisions. Regularly receiving positive feedback is a clear indicator to Google of your firm's credibility, pushing your listing higher and making your firm more discoverable online.


Effective email campaigns and workflows

Implementing effective email campaigns and workflows is a straightforward yet powerful strategy for boosting client reviews in lawyer SEO. By testing different email approaches, firms can identify the most effective ways to encourage client feedback. Simple email campaigns have been shown to significantly increase the number of client reviews. The creation of well-structured email workflows further streamlines this process, ensuring consistent and targeted communication with clients. These efforts not only enhance the quantity of reviews but also contribute to a stronger online presence and reputation for the law firm.


Posting in google my business

Posting on Google My Business, while not as impactful as it once was, remains a low-effort tactic that can still contribute to your law firm's online presence. Regularly updating your GMB profile with posts keeps your firm active and engaged in the eyes of Google and potential clients. This practice may not yield dramatic results, but it's a simple way to maintain relevance and show your firm is up-to-date, without requiring significant resources or time.


Linking your social media

Google's recent update allows for direct linking of social media accounts in your Google My Business profile. This is a significant improvement over the previous method, which required embedding a code on your website without any guarantee of effectiveness. Additionally, linking your social media to your website is now recognized as a ranking signal by search engines. This integration not only streamlines the process but also enhances your law firm's SEO by creating a more cohesive online presence. This interconnectedness between your GMB and social media platforms can positively influence your search engine rankings.


On Page SEO

Law Firm Content

Keyword Selection

Choosing the right keywords is a critical step in law firm SEO, and it's more complex than it might initially appear. Effective keyword selection requires a deep understanding of both your practice and the search behaviour of potential clients. It's not just about picking terms related to law; it's about identifying the specific words and phrases that prospective clients use when seeking legal services. This process involves thorough research and analysis to ensure that your website and content are aligned with the search terms most relevant to your firm's specialties and client needs.


Striking The Right Balance

Striking the right balance in keyword selection involves a careful blend of difficulty, search volume, and relevance. It's essential to choose keywords that are not too competitive yet have a decent search volume, ensuring your law firm can realistically rank for them. At the same time, relevance is key; the chosen keywords must align closely with the legal services you offer. This balance ensures your SEO efforts are both effective and targeted, attracting the right audience to your website.


Using Sementacs

Using semantics in SEO involves understanding and applying the meanings and relationships between words. By leveraging tools like Surfer SEO or AI platforms, you can identify keywords that are contextually related to your primary terms. This approach broadens your content's relevance by including variations and synonyms that potential clients might use. It's important to integrate these semantically related keywords naturally into your content. Avoid excessive or forced usage, as the key is to maintain readability while subtly enhancing the SEO potential of your law firm's website.


Avoid keyword stuffing

Avoiding keyword stuffing is crucial in modern SEO practices, especially for law firms. Google's algorithms have evolved significantly, penalizing websites that excessively use keywords. This practice, known as keyword stuffing, can lead to lower search rankings and even result in penalties. Google's sophisticated algorithms are now adept at understanding context and user intent, making it more important to focus on quality, relevant content rather than an overabundance of keywords. Ensuring your content remains informative, engaging, and naturally integrates keywords will align better with these algorithm changes and improve your site's SEO effectiveness.


Internal Linking

Internal linking within your law firm's website is a powerful SEO strategy. Using exact match keywords as anchor text for these links can significantly enhance the site's SEO effectiveness. This practice not only helps in navigating your website but also in distributing 'link juice'—the value passed from one page to another. Additionally, internal linking with precise keywords aids in establishing topical authority, signaling to search engines the relevance and depth of your content in specific legal areas. This method not only improves user experience but also strengthens the overall SEO structure of your site.


Image ALT text

Utilizing Image ALT text on your law firm's website offers subtle yet valuable SEO benefits. While it may not directly lead to sales or rank for high-competition 'money' keywords, ALT text serves an important role. It provides a textual description of images, which is particularly useful when images aren’t displayed or for visually impaired users relying on screen readers. This feature enhances the accessibility of your site and can contribute to a better user experience. Moreover, well-crafted ALT text can improve your site's visibility in image searches, indirectly aiding in broader SEO efforts by increasing overall site traffic and engagement.


Creating Infographics

Creating infographics for your law firm's website can be a highly effective SEO tool, especially when targeting long-tail or relevant keywords. Infographics offer a visually engaging way to present information, making it easier to naturally incorporate exact match keywords, particularly in the ALT text. This can enhance your content's relevance and discoverability in search engines. Additionally, infographics often experience higher click-through rates, as they attract and retain the audience's attention more effectively than text-heavy pages. This increase in engagement can positively impact your site's overall SEO performance.


Technical SEO


Using Google Search Console Correctly

Effectively using Google Search Console is crucial for your law firm's SEO. Regularly addressing any errors the console highlights is key to maintaining a healthy website. This tool is also instrumental in prompting Google to crawl and index new or updated pages on your site.


By ensuring that Google is aware of these changes, you can accelerate the process of these pages appearing in search results. Staying proactive with Google Search Console helps keep your site optimised and visible to potential clients.


Make sure you have a sitemap

sitemap is essential for law firm websites, as it helps search engines efficiently index and rank your pages. It organizes your site’s content, making it easier for search engines and users to navigate. This is particularly important for legal websites, which often contain a wide range of services and articles. A well-structured sitemap ensures that all your content is visible and accessible, improving both search engine performance and user experience.

Fix Any Indexing Issues

Addressing indexing issues is crucial for the SEO health of your law firm's website. These issues can prevent your content from appearing in search results, significantly reducing your online visibility. Regularly monitor your site using tools like Google Search Console to identify and fix any indexing problems. This could involve resolving crawl errors, removing unintentional noindex tags, or correcting faulty redirects. Promptly fixing these issues ensures that all your valuable content is indexed and discoverable by potential clients, maximizing the effectiveness of your SEO efforts.


Use Robot.txt correctly

Using Robot.txt files correctly is a pivotal yet straightforward aspect of managing your law firm's website. Essentially, a Robots.txt file tells search engines which pages or sections of your site should not be crawled and indexed. This is particularly useful for pages that aren't beneficial for SEO, such as admin pages or certain legal resources that are irrelevant to your general audience. While the concept of Robots.txt may initially appear complex, it's quite user-friendly. By simply placing a few lines of text in this file, you can effectively guide search engine bots, ensuring they focus on the content that truly matters for your site's SEO. Correct implementation of Robots.txt can streamline your site's crawl efficiency, making sure that valuable pages are prioritized and unnecessary pages remain unindexed.


Off Page SEO

Lawyer On Computer

Why it is more important for lawyers

In the highly competitive legal sector, an effective off-page SEO strategy is not just beneficial but essential for law firms. The legal industry naturally garners numerous authoritative links due to the informative and significant nature of its content.


This means that your competitors are likely gaining valuable backlinks without much direct effort, raising the bar in terms of online visibility. To compete effectively, your law firm must actively engage in off-page SEO tactics, such as building quality backlinks, leveraging social media, and getting listed in reputable legal directories.


These efforts help amplify your online presence and authority, a critical factor in an industry where credibility is paramount. In a field as competitive as law, a robust off-page strategy can be the difference between being a prominent player online and being overshadowed by competitors.


The Advantages Of Content For lawyers

when it comes to having a law website offers a unique advantage in content marketing, especially when it comes to earning natural backlinks. In most industries, acquiring backlinks is a challenging endeavor, often requiring extensive outreach and networking.


However, legal content inherently attracts more natural links due to its informative and authoritative nature. When law firms produce high-quality, insightful articles or resources on legal topics, these pieces are more likely to be referenced and linked to by other websites, including news outlets, educational institutions, and industry blogs.


This happens because legal content often provides valuable information that is both sought after and trusted. For lawyers, leveraging this inherent advantage by creating well-researched, authoritative content can significantly enhance their SEO efforts, as natural backlinks are a strong signal to search engines of the content's relevance and authority, boosting the website's overall search ranking.


Final Thoughts

While the landscape of legal SEO may seem daunting, the right approach can turn it into a powerful asset for your firm. Remember, the key to success lies in understanding the unique aspects of SEO in the legal industry and implementing strategies that leverage these to your advantage.

If you're looking to navigate the complexities of SEO for your law firm, consider reaching out to Jible for a tailored solution. We're offering a free SEO consultation and audit, where our team will assess your firm's specific needs and develop a personalized strategy. This is not about sales; it's about understanding and addressing the unique challenges and opportunities your firm faces in the digital world. Book your free consultation today and take the first step towards optimizing your law firm's online presence with a strategy that's crafted for your unique needs.