Law Firm SEO: Must-Know Tactics For Law Firms

law firm seo strategy | Soulpepper Digital Marketing Agency
Research has shown that 96% of people who need legal advice turn to a search engine. That is why attorney SEO is no longer an option for law firms; it is a must if you want to survive. SEO, which stands for search engine optimization, is the process that is used to increase the number of people who visit your website by ensuring it appears in top search results. Lawyer SEO involves configuring on-site and off-site elements to attract prospective clients.

For years, Google has dominated the online space as the most preferred search engine in the world. Therefore, when thinking about lawyer SEO, you should be thinking of optimizing your content for Google search.

Here are some things you should consider when focussing on SEO for law firms:

1. Keyword Research

Keyword research is a crucial part of law firm SEO. This research is used to find out what search terms people use when they are looking online for a particular topic. Keyword research helps those practising SEO for law firms to discover the best keywords to target for content to achieve better rankings in search results. The way people behave online is constantly changing, so you must do continuous keyword research.

2. Lawyer-specific calls to action

A call to action (CTA) on your website is designed to encourage a visitor to perform a specific action. Creating calls to action for boosting SEO for law firms requires a different strategy from CTAs on other websites. On a lawyer website, for example, calls to action should be placed above the fold. This is the point at which visitors must start scrolling to read more information.

Lawyer websites should include a telephone number in a prominent location on each page. A page header is a good place to put your telephone number. You should also provide people with more than one way to get in touch with you. So, in addition to a telephone number, you might want to include a contact form and email address as well.

Interested in Law Firm SEO strategy? Find out how we can help!

3. Unique content

For content to appear at the top of search engine results you must have content that was developed specifically for your law firm. Google will not index your content if it is a duplicate of content that already appears somewhere else online. This simply means Google will not add your web page to it’s search engine.

4. Content organization

When your practice areas are organized in a logical manner, with a page dedicated to each area, it makes it easier for visitors to find the information they need on your website. The proper content organization is also important when it comes to SEO for law firms as Google’s search bot software (Googlebot) discovers content to be indexed in a methodical and systematic way.

5. Link building

According to Google, links are one of the top factors that influence where web pages rank in search results. Link building is the process used to get other online sources to link back your web pages. When other sources link back to your website, it tells Google that your site is a valuable resource that is worthy of being cited. It is important to get high-quality, relevant sources to link to your website as they count more towards improving your ranking than questionable or new online sources.

Do you need help with law firm SEO?

We know your clients come first, so you may not have the time to create and implement an effective lawyer SEO strategy. Furthermore, you probably do not have the expertise needed to tackle law firm SEO on your own. That is why we are here to help. At Soulpepper, our team has years of experience in this space. We have used this experience to help lawyers like you grow their practices online and we’d love to help you too. So, give us a call today to schedule a free marketing consultation.

2019-01-02T20:54:14+00:00 June 12th, 2018|Lawyer Marketing, Uncategorized|


  1. Katherine Liu June 12, 2018 at 11:52 pm - Reply

    Having a law firm SEO tactics should know every lawyer in the digital world. If you want to be ahead of the game, Soulpepper is the right place to be. I needed the help with criminal defence practice & once I build the site & set up an SEO for my law firm, in the next month I started to see the results!

    • Soulpepper Digital Marketing June 13, 2018 at 4:43 pm - Reply

      Thank you for the kind review, Katherine. We take priority for all our clients to make sure you see positive results as soon as possible. If you have any questions, please let us know. Thank you again for choosing Soulpepper!

  2. Mckenzie Kennedy June 12, 2018 at 11:58 pm - Reply

    Heard about lawyer SEO tactics & procedure but never believed until one of my friends, who is an attorney, suggested me to try it out. Did a little research & found that Soulpepper Digital Marketing Agency in Vancouver specializes in lawyer online marketing & SEO for law firms. I’m really happy with where I am now & thank you Soulpepper for making my business more “digital”

  3. Myron Marks June 13, 2018 at 12:01 am - Reply

    Best agency for SEM, SEO, and website design. I definitely recommend Soulpepper for your digital marketing! I now generate more leads a month that had in a year!!!! Looking to upgrade your lawyer seo firm, Soulpepper is the right place to call!

    • Soulpepper Digital Marketing June 13, 2018 at 4:49 pm - Reply

      Thank you for choosing our services at Soulpepper, Mr. Myron. We look forward to meeting all your needs in the near future to make sure your business will run smoothly.

  4. Scott Lang June 13, 2018 at 12:03 am - Reply

    Lawyer SEO tactics seem to be different nowadays as they used to be. I wish I could know that earlier. Great article here Soulpepper.

    • Soulpepper Digital Marketing June 13, 2018 at 4:45 pm - Reply

      Hello Scott. thank you for the positive comment. Lawyer online marketing is taking a big step in the digital world. If you’re looking to optimize your lawyer website or just want to check how we help others to achieve these goals, let me know & I will be glad to assist you.

  5. Tahir Aguilar July 30, 2018 at 11:43 pm - Reply

    Great ARTICLE! Seo tactics & the whole new lawyer SEO strategy makes sense. I’m old so for me to work on that is a disaster. Can I speak with one of your specialists to get started on this?

  6. Madeeha Roman August 4, 2018 at 5:53 pm - Reply

    Excellent article about SEO for law firms! We will be linking to this great article on our site. Keep up the good writing!

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