SEO for Lawyers
Search Engine Optimization guide for Lawyers
To reach the first page in Google and AI search engine results, you need to prioritize SEO for lawyers.
RankWriters created this SEO Reference Guide for Lawyers to help you boost your SEO.
And, if you need more details, we've created an eBook you can download.
Actual Law Firm Client Results
Frequently Asked Questions
Let's address the most common questions lawyers have about SEO.
What is SEO for Lawyers?
Simply put, that’s SEO for attorneys and law firms.
What exactly do Google and AI search engines like ChatGPT and Perplexity value in a website? According to Google, “search engines exist to help people find what they’re looking for.”
This means search engines prioritize results that are:
In a nutshell, lawyer SEO is about creating valuable, high-quality content and presenting it effectively. Nail this, and you’ll benefit from better rankings—just like the top lawyer SEO companies do.
We have an eBook all about SEO for Lawyers.
Ready to DIY SEO?
Why is SEO for Lawyers Important?
SEO for lawyers is essential because it directly impacts your visibility to potential clients. Studies show that 96% of people seeking legal advice use a search engine, and 74% of those begin their search online without knowing the name of a law firm.
96% find a lawyer via search engine
Additionally, a strong SEO strategy builds credibility and trust. Websites on the first page of Google search results capture 91% of search traffic, while the second page gets less than 5%. Ranking higher not only drives more traffic but also positions your firm as a reputable choice in a competitive market. For local law firms, local SEO is especially critical, as nearly half of all Google searches are seeking local information.
Investing in SEO is not just about rankings; it’s about measurable business growth. Firms that leverage SEO effectively can increase their organic traffic and convert visitors into paying clients. With the legal industry becoming increasingly digital, SEO is no longer optional—it’s a vital part of any successful law firm’s marketing strategy.
Investing in SEO is not just about rankings; it’s about measurable business growth. Firms that leverage SEO effectively can increase their organic traffic and convert visitors into paying clients. With the legal industry becoming increasingly digital, SEO is no longer optional—it’s a vital part of any successful law firm’s marketing strategy.
What's the Difference Between SEO and Paid Ads?
SEO (Search Engine Optimization) and paid ads both aim to increase your law firm’s visibility online, but they work in very different ways. SEO focuses on optimizing your website and content to rank organically in search results. It’s a long-term strategy that builds credibility and drives sustained traffic without ongoing ad spend. Paid ads, such as Google Ads, place your firm at the top of search results instantly, but only as long as you continue paying for placement.
For lawyers, a balanced approach can be ideal. SEO establishes a lasting online presence, while paid ads can generate immediate leads. However, studies show that organic listings are clicked 70% more often than paid ads, as users tend to trust them more. This makes SEO a critical foundation for building trust and authority in your practice area.
76% make contact within 24 hours
28% become clients
How Local SEO and Google My Business Work for Law Firms
Local SEO is particularly vital for law firms, as most legal clients search for attorneys near them. In fact, 76% of people who search for something nearby visit a business within 24 hours, and 28% of those searches result in a purchase or consultation. Optimizing your law firm’s Google My Business (GMB) profile ensures your firm appears in local search results and Google Maps, putting you front and center for potential clients.
A well-maintained GMB profile, complete with accurate contact details, client reviews, and service descriptions, significantly boosts your local SEO. Law firms with an optimized GMB profile are more likely to appear in the coveted “Local 3-Pack,” the top three business listings shown for local searches. This is prime digital real estate, as nearly 44% of users click on one of these listings first. For law firms, investing in local SEO and leveraging tools like Google My Business can make all the difference in connecting with local clients.
What is Technical SEO?
Technical SEO focuses on optimizing the behind-the-scenes aspects of your law firm’s website to ensure search engines can easily crawl, index, and rank it. While content and keywords are critical, a strong technical foundation ensures your site performs well for both search engines and users. For lawyers, a technically sound website builds credibility and keeps potential clients engaged. Google has great resources here.
Key elements of technical SEO include:
Why Lawyers Should Prioritize Technical SEO
For law firms, technical SEO is not just a back-end task—it directly impacts your ability to attract and retain clients. Potential clients searching for legal services won’t tolerate slow, error-ridden, or hard-to-navigate websites, and search engines penalize these issues with lower rankings.
Benefits of focusing on technical SEO:
Are you ready to learn more about RankWriter's SEO services for Lawyers?
