What We Cover: Our SEO Playbook for Law Firms

The Basics: Things Most SEO Companies Miss

The foundational elements of SEO—title tags, meta descriptions, heading structure, silo architecture, and image optimization—are where most SEO companies fail. These aren't glamorous, but they're essential. When done right, they create the technical foundation that everything else builds on.

We've detailed these critical on-page basics and our proven silo structure approach in a dedicated article. Read our complete guide to On-Page Basics and SEO Silo Structure

We Preserve Your Existing Links

We ensure you won't lose existing links to your site! Moving to a new site generally breaks all of your links, but we generate something called an .htaccess file that redirects old URLs to new ones, preserving your search engine rankings.

We also generate a sitemap, so Google always knows about all of your pages and how often you update them.

Content and Authority

Practice Area Pages

Your practice area pages are the core of your website. We build them to be comprehensive, covering client concerns, services offered, and clear next steps. This approach positions your firm as an authority and improves conversion rates. Strong practice pages become cornerstone assets that drive consistent traffic.

Location and Service Area Pages

Potential clients often search for lawyers in specific cities or neighborhoods. We create localized pages that rank for geographic searches, making it easier for clients in your service area to find you when they need help. Location pages also help you dominate "near me" searches in Google Maps.

Attorney Bios and Firm Pages

Prospective clients want to know who will represent them. We design attorney bio pages that showcase credentials, experience, and achievements in plain language. These pages build trust and encourage contact. Well-written bios also improve your firm's reputation and highlight expertise.

Blog and Resource Center

Regularly publishing articles demonstrates thought leadership and captures long-tail keywords. We create blogs that answer client questions in detail, provide clarity on legal processes, and attract backlinks, all of which strengthen rankings. A resource hub also builds authority and can serve as a conversion funnel for new cases.

FAQs

FAQ sections give quick answers to common questions while targeting voice search and featured snippet opportunities. We structure FAQs to highlight your expertise, reduce barriers to contact, and support organic rankings. FAQs also establish you as approachable and client-focused.

Case Results and Testimonials

We present client testimonials and case outcomes in a professional and compliant manner. These success stories build social proof, which reassures potential clients and contributes to higher conversion rates. Displaying real-world results helps potential clients envision success with your firm.

Content Refreshes

Search engines reward updated content. We revisit older pages, add new information, and adjust keywords as trends change. This ensures your site stays competitive and authoritative. Regular updates also show clients that your firm is active and current. Google also favors sites that periodically refresh content, interpreting updates as a sign of reliability and relevance.

Technical Foundations

Mobile-Friendly Design

With most users searching on phones, a mobile-first design is non-negotiable. We create responsive designs that adapt to all devices, ensuring smooth navigation and readability. A mobile-optimized site also reduces bounce rates and improves engagement.

Page Speed and Core Web Vitals

We optimize server settings, compress images, and streamline code to maximize speed. Meeting Google's Core Web Vitals improves rankings and creates a better user experience. Faster sites keep visitors on-page longer and increase conversion potential.

Secure HTTPS

Trust is critical in legal services. Running your site on HTTPS not only protects users' data but also gives a ranking boost and signals professionalism. Secure sites also reduce browser warnings that might discourage visitors.

Indexing Basics

We configure sitemaps and robots.txt to guide search engines toward your most valuable content. This ensures that new and updated pages are indexed quickly. A well-maintained index makes your site easier to discover for both Google and users.

Canonicals and Duplicates

Duplicate content can dilute rankings. We apply canonical tags to clarify which version of a page Google should rank, protecting your site's authority. This prevents wasted crawl budget and consolidates strength into the right pages.

Structured Data (Schema)

We add schema markup that helps Google display rich results, such as FAQs, reviews, and contact info. This increases visibility and draws more clicks. Structured data also signals professionalism and detail to both users and search engines.

Accessibility

Accessible websites improve usability for everyone. Features like proper alt text, heading structure, and contrast ratios make your site more inclusive while aligning with SEO best practices. Accessibility improvements also reduce legal risk and demonstrate responsibility.

Local SEO

Google Business Profile

We fully optimize your Google Business Profile with accurate categories, practice areas, office hours, and photos. This directly improves visibility in map searches and drives calls from local prospects. A well-maintained profile also reassures clients that your firm is professional and trustworthy.

Reviews and Reputation

Reviews build credibility and boost rankings. We implement strategies to generate more positive reviews and provide systems for responding to client feedback. Strong reviews improve both search visibility and conversion rates.

Local Citations and NAP Consistency

We audit and align your business information across directories and legal sites. Consistency reinforces your legitimacy in Google's eyes and improves local search results. Correct listings also prevent lost opportunities from outdated contact details.

Map, Directions, and Landmarks

We integrate maps, driving directions, and nearby landmarks to make finding your office simple. Clear location info boosts engagement and reduces missed opportunities. Convenient access details also create a smoother client experience.

Off-Site Authority

Legal Directories and Mentions

We ensure your firm is listed on relevant legal and professional directories. These authoritative backlinks improve rankings and credibility. Being featured in respected directories also builds trust with potential clients.

Digital PR and Link Earning

Through press coverage, guest content, and thought leadership, we help you earn backlinks from trusted sources. Ethical link building strengthens your domain authority without risking penalties. High-quality mentions also expand your brand's reach.

Community and Sponsorships

We highlight community involvement and sponsorships. Showcasing genuine connections boosts local relevance and brand trust. Community visibility also strengthens your reputation beyond search engines.

User Experience and Conversion

Clear Calls to Action

We design calls to action that are bold, clear, and aligned with client needs. Whether "Call Now" or "Request a Free Consultation," CTAs direct users toward taking the next step. Strong CTAs reduce hesitation and increase conversions.

Forms and Click-to-Call

Complex forms hurt conversion rates. We create simple, mobile-friendly forms and enable click-to-call functionality so potential clients can contact you instantly. Easy access increases the number of leads you capture.

Navigation and Menus

We streamline menus and navigation so visitors find answers quickly. An intuitive structure lowers bounce rates and keeps clients engaged. Well-planned menus also guide users naturally toward key conversion points.

Trust Signals

We feature recognizable badges such as bar memberships, awards, and associations. Displaying these signals reassures clients and improves conversion rates. Trust signals also reinforce your authority in competitive legal markets.

Modern Search Readiness

Voice Search and AI-Driven Results

We optimize for conversational queries that align with voice search and emerging AI-driven search engines. This future-proofs your website. Being prepared for new search behaviors ensures your site remains competitive.

Helpful Snippets

We format content with lists, bullet points, and concise answers to increase your chances of appearing in featured snippets, giving you premium visibility in search results. Snippets also position you as the immediate answer to client questions.

Multimedia and Video SEO

We optimize videos with transcripts, metadata, and schema. Rich media increases time on site, signals relevance, and expands traffic opportunities. Video content also creates another channel to connect with prospective clients.

Monitoring and Growth

Analytics and Lead Tracking

We integrate analytics to track form submissions, calls, and chats. This connects SEO directly to client acquisition. Transparent reporting makes it clear which efforts drive results.

Google Search Console

We use Google Search Console to track search queries, monitor site health, and fix coverage issues. This ensures long-term visibility. Insights from GSC guide continual improvements to your site.

Rank and Competitor Tracking

We monitor how your rankings compare to competitors. Insights from this tracking allow us to adjust strategy and stay ahead. Competitor monitoring ensures you maintain a competitive edge.

Regular Audits and Roadmaps

Our scheduled audits identify technical issues, content gaps, and new opportunities. You get a clear, actionable roadmap for growth. Audits also keep your site aligned with Google's evolving standards.

Safety and Compliance

Penalty-Safe Methods

We strictly follow Google's guidelines. Our tactics are safe, ethical, and sustainable, protecting your site from penalties. This ensures long-term stability and growth for your firm.

Legal and Regulatory Guardrails

We ensure content meets legal marketing standards, including disclaimers and ethical requirements. Compliance avoids risks while maintaining professionalism. Proper safeguards keep your reputation intact.

What You Receive

• A professionally designed, fast, and mobile-ready website.
• SEO tactics tailored to legal practices and locations.
• Authority building through ethical, proven methods.
• Ongoing monitoring, updates, and growth strategies tied directly to leads.
• Transparent reporting that links SEO performance to actual client inquiries.