Attorney SEO: The Key to Ranking Higher on Google

January 7, 2022

Attorney search engine optimization (SEO) involves improving the quality of your law firm’s website so that it becomes more attractive to Google and its algorithms. The more impressed Google is by your firm’s site, the higher it will rank in Google’s search results when potential clients conduct a relevant search.

There is no one foolproof way to rank highly in Google’s search results. The SEO methods that work for one firm may not necessarily work for another. That is why it is important to hire an experienced professional to handle SEO for your firm. A good SEO provider will be able to optimize your law firm’s site in ways that not only improve search results but also help with client conversion.

The Importance of SEO

A law firm’s online presence has to go beyond keyword stuffing. It’s also crucial for attorneys to write, post, and even take professional photos and videos on the firm’s website. That’s because attorneys are often considered the primary spokespersons for the firm. Allowing the site to look unprofessional could result in potential clients reducing their efforts to contact your law firm.

Search engine optimization is also necessary for attorneys to find leads to new clients. A law firm’s blog section is an excellent place for the firm to regularly update clients on recent events and activities. You can also use photos and videos to provide clients with quality content.

What is SEO?

SEO is an approach to website optimization that helps improve the quality of a website’s appearance so it becomes more attractive to search engines such as Google. To put it simply, SEO is about making your website more visible to search engines so that it appears in the first few pages of Google’s search results when people conduct a relevant search.

Although SEO includes several practices, the two primary ones include creating quality, valuable content and engaging visitors to it. In other words, if you want to rank higher in Google, you must have content that your potential clients are interested in reading. You must also try to engage visitors to your website so they stay engaged with it.

How Can You Improve Your Ranking?

Knowing how to improve your law firm’s ranking on Google is easy, and you can improve it even if you don’t have any website design experience. One thing you can do to improve your ranking is to improve your content.

Make your site’s content interesting, relevant, and useful. If you don’t know what your site should contain, then ask an experienced SEO expert for advice. You should focus on creating articles and posts that can provide added value to your visitors. This includes videos, podcasts, and slideshows that are organized and easy to navigate. A blog is also a good way to share valuable information with your audience.

The Benefits of SEO for Your Firm

How can SEO improve your firm’s search rankings?

Much of what potential clients need to know about you, your firm, and your practice, they can learn by reading your site. The challenge for most lawyers is that they don’t have a very intuitive website.

For instance, many lawyers mistakenly assume that Google and other search engines provide them with the correct search terms to put on their site’s homepage. This isn’t always true. They may not be listed in the right place or people may not realize how to use those terms to type in their requests. To provide search engines with the right search terms, you will need to make some adjustments to your website’s main pages.

Improving the Quality of Your Site

Google gives sites of all sizes the opportunity to improve their quality. However, the most important factor when it comes to SEO is the number of backlinks you have to other reputable legal websites. Any site that you want to rank highly must have sufficient backlinks to other trusted legal websites. Some of these other sites will be law review publications, blog networks, online directories, and/or specific industry directories.

However, most clients do not want to know how a firm like yours got so many links. Some of them may want to know the procedures that you follow to maintain your links. The bottom line is that every firm should have a robust web presence to improve its SEO. It is not enough just to buy backlinks to your website.

Strategies to Improve Conversion Rate

You must keep the focus on improving your law firm’s conversion rate. After all, it is only by converting more prospects into clients that you can increase the number of billable hours that you earn. If your firm is not converting many clients into paying clients, then it is essentially wasting your time.

To improve the conversion rate, you must first identify the triggers that cause your prospect to click on your website’s link. This can be done by conducting Google Analytics and use the conversion statistics to help pinpoint your clients’ motivations.

Next, you must use the entire spectrum of your marketing resources to maximize conversion. This includes paid advertising as well as on-site marketing.


Law firms have several problems when it comes to attracting more clients. Marketing is an important part of attracting new clients to your firm. SEO is the best way to attract clients to your law firm and drive them to your website where they will be more likely to make a buying decision. Law firm SEO should be your firm’s top priority.

If you would like to learn more about how to optimize your law firm’s website for SEO, please contact us today. We can help.

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