Do You Really Need Law Firm SEO Services?

Boost your law firm’s online presence and generate more leads with the power of SEO services!

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By Ivan Vislavskiy

Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
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Successful law firms consider their online presence as part of their business model. Nowadays, some of them initiate their business with online marketing as the first step. SEO services for attorneys are among the most requested services in digital marketing. However, understanding if your law firm needs it and who you really need for it can be challenging

This blog is for you if you want to know how to compete against firms with million-dollar advertising budgets. Sound crazy? We’re here to tell you it’s completely possible when you utilize law firm SEO services.

A case in point: On average, Comrade Digital Marketing Agency has provided our clients with a 150% increase in monthly leads. So, read on to learn how SEO works and how to approach hiring an SEO agency to improve your law firm’s online ranking and digital marketing.

What Are Law Firm SEO Services

The data is in: Law firm SEO services are like a legal marketing superpower.

In a nutshell, search engine optimization helps lawyers get found online by potential clients searching for legal help from digital marketing agencies that provide SEO law firm services such as keyword research, website optimization, content creation, and more. It can drive traffic and leads and create a substantial online presence for your law firm.

A well-optimized website with informative content builds trust and establishes your firm as a reliable legal resource. Undoubtedly, a strong online presence is key to projecting professionalism and attracting clients.

Think you don’t need lawyer SEO?

More than 38% of legal clients find their lawyers online, and with tech-savvy millennials as the largest population group, this trend will only accelerate. The future of finding legal services is online, and SEO makes your law firm visible in those searches, attracting qualified leads and establishing you as a trusted legal resource.

Without the help of SEO experts, you risk being buried by competitors and missing valuable opportunities for growth.

Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.

Types of SEO Services for Lawyers

What exactly does a law firm SEO agency provide for you? Attorney SEO services typically include the full process, but you want to understand exactly what they will do. Let’s take a closer look

SEO aims to utilize natural search traffic from search engines like Google and Bing to improve a website’s placement on search engine results pages (SERP) rather than relying on paid search traffic from search ads. It’s a multi-pronged strategy with different tactics that simultaneously work together to increase your law firm’s revenue.

1. On-Page and Off-Page SEO Services

On-page or on-site SEO focuses on optimizing the content and structure of your individual web pages. It involves using relevant keywords, optimizing titles and descriptions, and ensuring your law firm’s website is mobile-friendly. Unlike off-page SEO, you have complete control over on-page SEO.

Off-page SEO involves building your website’s reputation and authority outside its domain. Core off-page SEO strategies include getting backlinks from other websites, promoting your content on social media, and building brand awareness. While you can’t directly control these factors, you can influence them through your content and outreach efforts.

What might on-page SEO services for lawyers include?

  1. Keyword optimization in titles, headings, and content.
  2. Meta description optimization.
  3. URL structure optimization.
  4. Image optimization with alt tags.
  5. Content optimization for readability and relevance.
  6. Internal linking strategy.
  7. Mobile optimization.
  8. Schema markup implementation.
  9. Page speed optimization.
  10. SEO-friendly URL structure.

What might off-page SEO services for lawyers include?

  1. Link building from authoritative legal directories and websites.
  2. Guest posting on relevant legal blogs and publications.
  3. Social media marketing to increase brand visibility and attract potential clients.
  4. Online reputation management to monitor and enhance the lawyer’s online presence.
  5. Local SEO optimization, including citation building and local directory listings.
  6. Building relationships with influencers and industry professionals for endorsements and referrals.
  7. Press release distribution for significant firm announcements or legal achievements.
  8. Participation in legal forums and Q&A websites to establish expertise and gain backlinks.
  9. Creating and promoting engaging legal content through multimedia channels like podcasts and videos.
  10. Monitoring and analyzing competitor backlink profiles to identify new opportunities for link acquisition.

2. Technical SEO Services

What Components Are Typically Included in Technical SEO Services for Law Firms?

  1. Website crawlability and indexability analysis.
  2. XML sitemap creation and submission.
  3. Robots.txt optimization.
  4. Website architecture analysis and optimization for user experience and search engine bots.
  5. Canonicalization and URL parameter handling.
  6. Schema markup implementation for rich snippets.
  7. Structured data optimization for local SEO (e.g., for law firm locations).
  8. Mobile responsiveness and mobile-first indexing optimization.
  9. Page speed optimization (e.g., image compression, minification of CSS/JS files).
  10. Fixing duplicate content issues and thin content.
  11. SSL certificate installation and HTTPS migration.
  12. Monitoring and resolving crawl errors and broken links.
  13. Implementing proper redirects (301, 302) when necessary.
  14. Analyzing and optimizing site performance in search engine results pages (SERPs).
  15. Implementing hreflang tags for multilingual or international law firms

Technical SEO makes it easier for search engines to navigate your website and accurately display it in search results.

3. What is included in Local SEO?

Local SEO encompasses various strategies and tactics to improve a business’s visibility in local search results. Here’s what’s typically included:

  1. Google My Business (GMB) Optimization: Claiming and optimizing the Google My Business profile with accurate business information, categories, images, and reviews.
  2. NAP Consistency: Ensuring Name, Address, and Phone Number (NAP) consistency across all online platforms and directories.
  3. Local Citation Building: Listing the business on relevant local directories, citation sources, and data aggregators to increase online visibility.
  4. Online Reviews Management: Encouraging and managing online reviews on platforms like Google, Yelp, and Facebook to build credibility and trust.
  5. Local Content Creation: Creating localized content, such as blog posts, landing pages, and guides, tailored to the interests and needs of the local audience.
  6. Location-Specific Keyword Optimization: Optimizing website content, meta tags, and headings with location-specific keywords relevant to the business’s target area.
  7. Geotagging and Schema Markup: Adding location metadata to website elements and implementing schema markup to provide search engines with location-specific information.
  8. Local Link Building: Earning backlinks from authoritative local websites, businesses, and organizations to boost local search visibility.
  9. Mobile Optimization: Ensuring the website is mobile-friendly and optimized for local searches on mobile devices, as mobile search plays a significant role in local queries.
  10. Social Media Engagement: Engaging with the local community on social media platforms, sharing local events, promotions, and user-generated content to enhance brand visibility and engagement.

Dive into our local SEO for lawyers guide and watch your practice grow.

4. Content Marketing

Content marketing and SEO are powerful tools for driving organic traffic to your website. Search engines like Google use crawlers to navigate websites and understand their content. When you optimize blog posts, videos, infographics, and articles with relevant keywords, your marketing material becomes more discoverable in search results, driving traffic to your website.

Without publishing new content, there’s nothing for search engines to crawl and index, making your website invisible in search results.

Check out our blog on content marketing for law firms and discover the untapped potential for your practice.

5. SEO Audit

An SEO audit for a law firm website entails a comprehensive assessment of various aspects to optimize its online presence. This includes evaluating on-page SEO elements such as title tags, meta descriptions, and headings for optimization and relevance to legal services. Technical SEO aspects like crawlability, indexability, and website speed are scrutinized to ensure search engines can access and understand the site’s content efficiently. Content quality is assessed to ensure accuracy and relevance to legal topics, while backlink profiles are analyzed for quality, relevance, and potential toxic links that could harm rankings. For law firms targeting local clientele, a review of Google My Business profile, local citations, and local keyword optimization may be included. Mobile optimization is essential, ensuring mobile responsiveness and usability across different devices. The website’s structure and navigation are evaluated for user experience and logical organization of legal services. Competitor analysis provides insights into competitor SEO strategies and helps benchmark keyword targeting, content quality, and backlink profiles. Conversion rate optimization (CRO) focuses on evaluating conversion paths and metrics to enhance user engagement and lead generation. Finally, the audit results are compiled into a comprehensive report with prioritized recommendations for implementation, aimed at improving the law firm’s online visibility and attracting more qualified leads.

How to Choose Law Firm SEO Services

With a plethora of SEO services available, how do you find the perfect fit for your law firm? Know what you want and shop around. It’s a good idea to get quotes from a few agencies and compare them. As you conduct research, consider the following:

  • Assess your law firm’s SEO needs: Analyze your website’s current SEO performance to identify areas for improvement, like keyword rankings and target audience reach. Determine your specific goals, whether boosting local visibility or attracting clients for a particular practice area.

  • Identify reputable SEO agencies: A reputable SEO agency will have a successful track record in the legal industry. Check online reviews and client testimonials and see if they offer case studies where you can assess the impact of their services.

  • Look Beyond Keywords: Find an agency that crafts compelling, informative content tailored to your target audience. Can they translate legalese into engaging, digestible content that resonates with potential clients? In the consultation call, gauge their content marketing expertise by asking how they can improve yours.

  • Evaluate SEO packages and pricing: SEO packages range between $2,500 and $10,000 per month, with a median cost of $2,819 per month. Since they vary in scope and price, it’s important to understand deliverables, target metrics, and pricing structure: hourly, monthly, retainers, or performance-based.

  • Understand SEO contracts and terms: Clearly understand the service duration, termination clauses, and ownership of content created. Remember, SEO takes roughly six months to work, and a shorter contract may not deliver tangible results. Also, ensure the contract outlines reporting procedures and communication channels to stay informed about your SEO campaign’s progress.

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What Lawyers Should Consider Before Hiring an SEO Agency

Don’t rush into choosing the first SEO agency you find online. Any company can advertise SEO services with no qualifications. There are so many horror stories of clients losing money because they didn’t understand the services being provided and, therefore, didn’t know if they were being ripped off.

The search engine optimization agency you hire should meet the following checklist to ensure a successful partnership.

  • Set SEO Goals: Don’t just chase rankings. Clearly define your SEO goals – boosting local search presence, attracting clients for specific practice areas, or increasing brand awareness. Aligning these goals with the agency’s strategy ensures a focused approach that delivers the desired results.

  • Evaluate Agency Experience: Avoid generic SEO promises. You need an SEO agency with experience in the legal sector. Do they understand the nuances of the legal industry and the specific challenges lawyers face online? Verify their expertise with relevant SEO tools and platforms used in the legal field.

  • Review Client Testimonials: Numbers tell a story. Ask for client testimonials and case studies showcasing the agency’s past achievements in the legal sector. A good agency will publish free case studies on its website, which should demonstrate its ability to deliver results specific to your goals.

  • Assess Agency Communication: SEO is a collaborative effort. Choose an agency with open communication practices. Review their proposed reporting schedule and preferred communication channels. A good agency will assign an account manager to your project who will send you progress reports monthly.

  • Ask About the Future of SEO: Proficient SEO specialists are vigilant about keeping up with industry changes. They should be able to summarize the significant algorithm updates that have occurred in recent years and how they have influenced their approach to SEO. Furthermore, they will have insights and solutions into the potential impact of major advancements such as Search Generative Experience (AI) on digital marketing.

Benefits of Hiring a Law Firm SEO Agency

SEO is a marathon, not a sprint. Partnering with an agency provides ongoing support and monitoring of your campaign’s performance. They adapt strategies as needed to ensure your website stays ahead of the competition in search results.

  • Time and resource savings: SEO specialists handle the intricacies of keyword research, competitor analysis, and on-page optimization, allowing law firms to focus on billable hours and client matters. Not only that, but a search engine optimization agency also has the software and tools needed to execute a successful SEO strategy- the software would cost a significant amount for law firms. Hiring an agency negates the need to invest such resources, allowing law firms to invest capital elsewhere.

  • Access to expert knowledge and industry best practices: SEO best practices constantly evolve. SEO agencies bring deep knowledge of the legal industry and the latest SEO strategies. The average SEO team comprises 4 -7 specialists who stay up-to-date on algorithm changes and ensure your website utilizes the most effective tactics. There’s no need to learn another specialization when an SEO company can do the work for you.

  • Improved online visibility and search engine rankings: SEO agencies implement targeted strategies to improve your website’s ranking in search results. Since you’re paying them for their time and expertise, they can test and optimize a range of strategies that will most likely increase the likelihood of potential clients finding your law firm online when researching legal concepts or searching for legal services.  

  • Increased website traffic and lead generation: Increased website traffic is only half the battle. SEO agencies leverage targeted strategies to convert visitors into potential clients. This can include optimizing your website’s call-to-action buttons and landing pages to increase lead generation. Additionally, SEO Agencies follow data-driven strategies tailored to your specific legal practice. This ensures you attract the right clients, whether it’s boosting local presence for family law or increasing visibility for corporate litigation.

  • A comprehensive SEO team: SEO agencies house a team of specialists, including experts in keyword research, content creation, technical SEO, link building, and data analysis. A freelancer might be skilled in some areas, but an agency offers a well-rounded approach. Freelancers may require more oversight on your end. While freelancers offer flexibility and potentially lower costs, an SEO agency can provide a more reliable and results-oriented approach for law firms seeking a comprehensive, long-term SEO strategy.


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Take the Next Step with Comrade’s Law Firm SEO Services

This article has equipped you with a better understanding of law firm SEO services, from the core strategies employed to the considerations when choosing an SEO agency. Remember, SEO is an ongoing process, but with a well-defined strategy and an experienced partner by your side, you can unlock the full potential of your online presence and outrank your competition. 

Ready to improve your law firm’s SEO marketing? Comrade’s Law Firm SEO services will help you navigate the complexities of SEO and achieve your online marketing goals. Contact us today for a free consultation and discover how we can raise your website’s ranks on Google search results.

About the Author

Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
More Ivan's articles

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