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SEO For legal services

How to implement SEO For Legal Services Industry?

In today’s digital age, potential clients search online to gather information and compare options. If your law firm is hard to find, you might be missing out on many potential clients.

To help you improve your SEO skills, we’ve created a guide that explains the basics of SEO For legal services. This guide is designed for lawyers who are just starting to build an online strategy for generating leads.

By the end of this guide, you will:

  • Have a clear understanding of what SEO For legal services means.
  • Learn practical strategies to implement SEO.
  • Know what to consider when hiring a vendor specializing in lawyer SEO.
  • We’ve also included specific tips and examples that you can apply to your website, ensuring it appears in search engine results.

What is SEO?

SEO stands for Search Engine Optimization, and it’s the process of attracting more visitors to your law firm’s website by improving its position in search engine results pages. These are the links that appear when you search on platforms like Google or Bing.

If your law firm is positioned near the top of search engine results, especially on the first page, you’ll receive more visitors to your website. Unlike ads, SEO focuses on organic results that show up naturally.

When visitors click on your link from the organic results and find the information they’re looking for, they may reach out to learn more about your legal services.

Does SEO work for lawyers?

Absolutely, when done correctly.

The main challenge in SEO for legal services is figuring out how to reach the top of organic search results. While many vendors offer lawyer SEO services, there’s no foolproof plan or guarantee to secure the number one position in organic search.

Fortunately, there are various ways to enhance your chances of ranking on the first page of search results. Understanding the fundamental factors that search engines consider when determining a website’s value to users allows you to stand out in the market and attract potential clients.

Law firm SEO ranking factors can be broken down into three categories:


This refers to the words and other types of content, such as images, present on your law firm’s website pages. Having high-quality content enhances user experience and contributes to better search engine rankings, especially if the content aligns with user intent.

Backlinks and Off-page Citations

This involves the impression, credibility, and authority your law firm holds online in comparison to others. It is influenced by the number of external website domains and pages directing traffic to your site.

Technical SEO

User experience is a crucial ranking factor for Google when evaluating your website. Therefore, considering aspects like page speed, title tags, and site structure are long-term goals that can positively impact your rankings.

Why is SEO for lawyers so important?

If your law firm aims to expand its business, the significance of organic search traffic as a marketing channel should not be overlooked. Ignoring this aspect could mean missing out on a substantial opportunity.


Research provides compelling evidence that underscores the importance of enhancing law firm SEO. According to the Legal Trends Report, 17% of legal consumers sought a lawyer through online search, tying for the second-most preferred method.

Understanding SEO can be challenging, especially for law firms that haven’t delved into this form of marketing before. Nonetheless, it’s a crucial element of a fundamental marketing strategy for law firms.

We’ve provided a basic definition of SEO and highlighted its significance for law firms and attorneys. Now, let’s explore each of the key factors that contribute to SEO ranking.

SEO ranking factor 1: Content in legal services

What does good website content look like when it comes to law firm SEO?

It ultimately comes down to being able to achieve the following three criteria:

1) Your content should address the user’s inquiry or search term

For instance, if you want your law firm’s website to appear for the keyword “criminal lawyer in UAE,” you must have specific content conveying your practice area, focusing on being a criminal lawyer in UAE.

Consider it from the user’s perspective. When they visit your site, they likely have questions such as:

Your website’s content should offer preliminary answers to these potential client queries. Search engines aim to direct users to the best place to find solutions, so if Google believes your site aligns with the user’s intent, it’s more likely to rank your website higher in search results. Essentially, Google becomes an active participant in generating leads for your law firm.

Another effective content strategy is incorporating client reviews on your website. Client reviews have the most significant influence on hiring decisions. Showcasing positive reviews helps you stand out and provides potential clients with valuable information.

Pro Tip: Tailor your legal services’ content to effectively address visitors’ questions. This may involve clear service descriptions, transparent pricing, or customer testimonials. Ensure that the content and answers on your site remain current!

2) Your content needs to be keyword-optimized

Providing answers to a visitor’s questions is crucial, but how does a search engine recognize that your content effectively addresses these queries? This is where keywords come into play.

When Google or any other search engine assesses your website, automated bots are deployed to read the content and comprehend each web page’s focus.

To enhance readability for potential clients and signify to search engines that your law firm specializes in, let’s say, being a ‘criminal lawyer in UAE or KSA,’ it’s vital to designate the targeted keyword for each page on your website.

To achieve optimal keyword optimization, ensure that your keywords are strategically placed in the following areas of the page:

  • Title tag
  • Description tag
  • Headings and subheadings
  • Evenly distributed throughout paragraphs
  • The web page’s URL

Pro Tip: If your law firm primarily caters to a local clientele, optimizing for local SEO is key to appearing in local search results. Check out our five-step guide to local SEO for lawyers.

3) Variety of content that addresses keywords within the same category

This aspect of legal services SEO can be a bit challenging but is equally crucial.

It contains identifying a primary keyword and then exploring variations or long-tail forms of that keyword. The aim is to ensure that your content covers a broad spectrum when users conduct online searches.

While many users might use the most common keyword, others may pose questions in natural language or input variations of the same keyword. The objective here is to create diverse content that addresses search queries related to your primary keyword.

Returning to our example, if your main keyword is “criminal lawyer in UAE“, variations could include “best criminal lawyer in UAE” and ‘price range for a criminal lawyer in UAE.’

SEO ranking factor 2: Backlinks and off-page citations for law websites

Great content is essential, but the internet is like an endless sea of information that stretches beyond the horizon.

This raises a critical question: how does Google decide which content is worthy of appearing on the coveted first page of search rankings?

A significant factor in this determination is the quality and quantity of backlinks, these are referral links placed on other websites directing traffic to your own.

In the realm of SEO, backlinks function like a popularity contest. If your law firm garners numerous links from other reputable websites, it’s akin to receiving votes that say, ‘The attorneys at this law firm really know their stuff!’

On the flip side, if your law firm’s website has only a few backlinks, it signals lower popularity and credibility.

Despite their significance, a staggering 66% of pages lack any backlinks, and 26% have links from just three sites or fewer.

Keep in mind: Search engines aim to direct users to the most reliable sources for answers. If search engines observe that your law firm’s content has numerous high-quality links from credible websites, you’ll be recognized as a trusted and reputable source.

Boosting local SEO for legal services is akin to participating in a ‘popularity contest’ that extends beyond backlinks. The visibility of your law firm’s contact information across the web matters, capturing the attention of both search engines and potential clients.

To enhance your local SEO and ensure long-term success, focus on obtaining backlinks from places displaying business contact information commonly known as citations. Here are some examples of platforms where off-page citations can significantly improve your local SEO:

  • Legal directories like Avvo
  • Local directories, including Google Business Profile
  • Social profiles such as Twitter, Facebook, etc.
  • Shares of your content on social media
  • Reviews and endorsements on other websites

Pro Tip: While link building demands time and effort, it can yield substantial results, playing a vital role in your SEO success. Consider these strategies to acquire backlinks from relevant sources:

  • Provide free legal expertise or analysis to a local media organization.
  • Craft compelling blog articles related to your legal expertise and encourage your network to share them.
  • Participate as a speaker at local events.

For more link-building ideas that will boost your law firm’s SEO, check out this comprehensive list.

SEO ranking factor 3: Technical SEO for legal services websites

When delving into SEO for legal services, we’ve left a crucial aspect for the grand finale: Technical SEO.

Technical SEO holds unparalleled significance, capable of either propelling or hindering your law firm’s SEO performance, making it a pivotal factor for success.

However, mastering technical SEO is no walk in the park, especially if you lack expertise in SEO.

In simple terms, technical SEO means how ‘Google-friendly’ your law firm’s website is. While it shares similarities with user-friendliness, technical SEO encompasses additional elements like security and sitemaps.

Given its intricacies, many law firms opt to enlist the services of an SEO consultant specializing in legal services SEO to mitigate risks instead of attempting a DIY approach.

Here are some things to keep in mind about technical SEO:

Ensure your firm’s website aligns with all of Google’s guidelines. Google provides transparent insights into enhancing your law firm’s technical SEO. Familiarize yourself with the Webmaster Guidelines for valuable tips on technical SEO.

Prioritize a fast and mobile-friendly website. Two fundamental yet critical aspects of technical SEO include ensuring your website:

  • Loads quickly, aim for under 2.5 seconds.
  • Displays effectively across various screen sizes, particularly on mobile phones.
  • Ensure your law firm’s website offers easy navigation. A user-friendly website not only benefits human visitors but also aids Google’s robots in efficiently:
  • Locating all your pages.
  • Understanding the content on those pages.

Therefore, it’s crucial to establish clear and user-friendly menus, along with frequent links to other vital pages on your website.

For more tips on how to create a law firm website, be sure to visit our web development.

Ensure proper setup for everything. 

The good thing about technical SEO is that once you establish a robust foundation, you can largely operate stress-free, especially if your law firm website is relatively small.

How to implement SEO for lawyers

There are two ways to level up your legal services SEO based on the above factors—and ultimately, get your law firm’s website to rank well in the search engine result pages. 

  1. You can do it yourself
  2. You can hire an expert agency that has experience in SEO for legal services to help you.

There are two ways to enhance your law firm’s SEO based on the factors mentioned above and ultimately achieve a high ranking in search engine result pages:

DIY Approach: Implement SEO Yourself

Begin your journey into the realm of SEO for legal services by familiarizing yourself with the Moz beginner’s guide to SEO and Google’s Webmaster Guidelines.

Conduct keyword research for your law firm’s specialties, services, and locations. Use synonyms to generate alternative ways of expressing the same thing for each practice area and city combination.

Write and publish content for your website, focusing on the top priorities that potential clients might have when considering your services. Ensure that your content is easy to understand and includes keywords in titles, meta descriptions, and headings.

Make sure your law firm website is technically sound by referring to Google’s Webmaster Guidelines.

Build your online presence and links by claiming all your online profiles, submitting your law firm to local directories, encouraging customer reviews, and regularly updating your content.

Option 2: Hire an SEO Expert for Law Firms

SEO can be highly rewarding but requires a significant time investment, and many lawyers lack the time or interest to master this discipline. According to the 2022 ABA Legal Technology Survey Report, 28% of law firms have enlisted the help of a consultant or agency for SEO. When seeking an expert to boost your law firm’s SEO, consider the following:

1. Budget:

Determine your budget for SEO services, which may align with the hourly rates charged for legal services. Monthly retainer rates typically range from $501 to $1,000.

2. Where to Find an SEO Expert:

The best SEO experts might not be easily discoverable through a simple Google search. Seek referrals from other lawyers in your network who have experience with SEO for legal services. Or make the right discussion and hire Chapters SEO agency which have seo experts in legal services.

3. What to Look for in an SEO Consultant:

Ensure that potential SEO experts understand the foundational elements described in this guide, including the roles of content, backlinks, and technical SEO. Request examples of their relevant experience.

4. Check References:

Verify references, especially from other law firms. The selected consultant should comprehend the legal industry and understand the specific challenges clients face when seeking legal services.

Red Flags for Poor SEO Consultants:

  • Avoid consultants who guarantee specific results for your law firm, as SEO outcomes can’t be guaranteed.
  • Be cautious of those emphasizing clicks, traffic, and leads without explaining their process. A reputable consultant will transparently communicate the efforts required and the expected results.
  • Ensure that you are not paying for paid search advertising, as this differs from SEO, although it can be a viable alternative.

Closing Thoughts on SEO for Lawyers

SEO for lawyers is a marathon, not a sprint. Immediate improvements in your law firm’s search engine rankings shouldn’t be expected. Instead, focus on ongoing efforts such as creating relevant and high-quality content, building backlinks, adhering to Google’s Webmaster Guidelines, and encouraging client reviews.

Having a quality website is crucial for visibility. Agency like Chapters’s website builder offer a solution, allowing law firms to create user-friendly websites without the need for design or coding skills. This builder seamlessly integrates with existing Clio features.

In essence, patience is key. By consistently delivering superior quality and quantity compared to competitors, your law firm will gradually climb the search engine rankings.

If handling the technical aspects on your own seems challenging, consider seeking help from an SEO expert with experience in law firm SEO.

Work with the expert to ensure your website is technically sound and follows all of Google’s guidelines.

Implement a strategy to build your online presence, claim online profiles, and generate backlinks for your law firm.

Whether you choose the DIY approach or hire an expert, consistently updating your website and implementing effective SEO strategies will contribute to your law firm’s online success.