Why SEO Matters for Law Firms

Why SEO Matters for Law Firms

A 2017 study conducted by AccuRanker found that the legal niche for SEO is the most competitive.

After analyzing more than 300,000 SERPs across a wide range of industries, the study revealed that when it comes to generating traffic for their websites, law firms face the most hurdles.

This indicates that there is not only one Effective SEO strategy is a necessity but that Local seo Especially important for lawyers and law firms.

Law firm SEO traffic generation needs to take a coherent approach that confronts unique conflict attorneys in attracting local clients.

In this guide, we are covering why SEO matters to law firms and how lawyers can start generating more traffic for their websites.

SEO is one of the best lead generation strategies for law firms

Localized businesses (that is, customers who receive customers or customers in a specific geographic location) require SEO to target users in their area.


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Since most law firms serve clients within their city, county, or state, they require local SEO to stay in competition with other local firms.

Through local SEO, law firms can target users within one geographic location, reducing the amount of competition compared to targeting at a national level.

They have a better chance of ranking than “top personal injury lawyers” (keyword difficulty: 63%), such as “top personal injury lawyers” (keyword difficulty: 71%).

By targeting local keywords, law companies can attract the attention of potential customers which are:

  • In their area.
  • In search of services offered by them.

This makes SEO one of the best client acquisition strategies for law firms.

How SEO works

When people begin their hunt for legal services, they are likely to use search engines (mainly Google and Bing) to find law firms in their area.


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They use queries to find specific services, types of law firms, answers to their legal questions, and more.

Law firms can reach these users by optimizing their websites for these keywords, encouraging search engines to rank them in search results.

The higher their website ranks, the more users click on their website to learn more about their services.

Benefits of SEO for Law Firms

The benefits of SEO are huge for law firms.

In addition to increasing a law firm’s ranking in search results, SEO works to attract in more traffic that is likely to convert into qualified leads.

Some of the benefits of SEO for lawyers and law firms include:

  • Opting out of their local competition, click-through improved their website.
  • Driving more phone calls through Google My Business and other local listings.
  • Creating new traffic through high-quality localized content.
  • Collection of more positive customer reviews to improve your online reputation.
  • Attracts high-volume traffic and leads to autopilot.
  • Turning existing and new site traffic into leads (phone calls and form filling).
  • Uniting their law firm as a respected authority in their niche.

If law firms want to generate more traffic and lead online, SEO is one of the most effective ways to do this.

This is not only because of the highly-targeted nature of SEO, but because expert SEO works to improve traffic as well as conversions.

Beat your local competitors

There are just too many spots in the search results, and if you’re not in the top 3, your website’s click-through decreases significantly. SEO works to optimize your site for your target keywords and to outrank your competitors.

You do not need to be in the # 1 spot to drive traffic and to your site, but you want your website to be on page 1 and have a visible presence in local search.

Invest in a strategic content and SEO strategy, and more potential customers can find you and choose your firm ahead of your competitors.

Drive more phone calls with GMB and local search

While your website may take a place in search results, you can also run clicks by optimizing the Google My Business profile.

When users search for “my close family lawyer” or “Palm Beach personal injury lawyer”, your law firm’s GMB profile can rank for these terms. Users can click on your website link or give you a call using the number included in your GMB profile.


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Use local SEO to improve your local presence and create more opportunities for potential customers to find you online.

Generate more traffic through your blog

Legal content does not have to be boring.

Use your blog to provide valuable information to your audience, generate more traffic through keyword targeting and convert traffic into leads.

With SEO, you will identify high-volume, low-competition keywords that you can turn into attractive blog topics. This content can then attract users who are searching for these terms and guide them to your lead generation funnel.

Some SEO content ideas for law firms include:

  • How-to guide.
  • Complete Guide to Legal Topics.
  • Localized Practice Area Page.
  • FAQ page (good for featured snippets).
  • E Books.
  • Investigators.
  • Interviews with industry professionals.
  • Local Program Guide.

Get positive customer reviews to boost your reputation

Part of any successful law firm SEO strategy is generating more positive reviews for your law firm. If you haven’t been proactive about this in the past, SEO will help you garner more reviews to improve your online reputation.


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Positive reviews show users that your law firm can be trusted and will provide high quality services.

If you have more positive reviews than a local competitor, this may prompt you to beat them. Also, users will be more likely to choose their firm with negative (or not) reviews.

Attract high-volume traffic and leads on autopilot

While SEO is not a “set it and forget it” strategy, once it is implemented, it can start generating traffic with little effort. This is especially the case if you work with a reputable SEO agency to optimize your site.

SEO can work for a long time to drive a steady stream of traffic and lead to your website. Most law firms prefer to reinvest it in paid advertisements or to keep up with social media postings. Think of it as a mixed investment.

Convert traffic to leads

A reliable SEO firm will not only drive traffic to your site, but will convert that traffic once you get there. They will include compelling call-to-action, optimization of web copy, call buttons, and filling in forms to entice users to contact your firm.


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Traffic is just one part of the equation. To invest in SEO, make sure your strategy includes lead generation so that you can see a direct return on your investment.

Then, it will become just a matter of your law firm taking the call and closing the deal.

Unify your law firm as an authority in your niche

By improving your online presence with SEO, you show other industry professionals what your business means. You will appear more online, thus opening doors to new partnerships and opportunities.

The benefits of SEO go far beyond driving traffic to your website. You can invite new, high-paying clients to speak at industry events, get your name in legal publications, and more.

When it comes to law firm SEO, don’t be afraid to think big.

Proof SEO works for law firms

Most law firms that invest in SEO so far will see a slow rate of traffic to their site.


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This is particularly the case for firms that have a lot of local competitors who have clearly invested in their own SEO efforts.

Case Study – SEO Content Creation

In the case study below, we took a law firm that was generating no traffic to generate 5,000 organic sessions per month in the first few months.

Within 24 months of starting SEO, they were generating over 12,000 organic sessions per month.

“The site below is mine, and I was constantly reprimanded by so-called SEO companies. [Investing in SEO] We have made the best business decision regarding our website. “

– Lawyer, Fort Lauderdale

What can the influx of 10,000 new visitors and qualified leads do for your law firm?


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It is never too late for your company to invest in law firm SEO.

Case Study – Veterans Disability Law Firm

When we took SEO for this firm’s site in April 2017, it ranked 900 keywords, and its organic traffic was worth less than $ 300.

After adopting the overall SEO strategy, today, it ranks for over 28,000 keywords and has approximately $ 200,000 in monthly organic traffic value.

After adopting the overall SEO strategy, today, it ranks for over 28,000 keywords and has approximately $ 200,000 in monthly organic traffic value.

This green chart shows the corresponding increase in phone calls to this law firm.


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By tracking phone calls, we show law firms that we are not only enhancing their website, but that our efforts are turning into actual phone calls and signed cases.

By tracking phone calls, we show law firms that we are not only enhancing their website, but that our efforts are turning into actual phone calls and signed cases.

key takeaways

SEO is one of the best digital marketing strategies law firms can use to increase their website traffic and gain more clients.

But the benefits of law firm SEO go far beyond traffic and lead generation; Law firms can reinforce themselves as absolute powerhouses in their niche.


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SEO matters to law firms in more ways than one.

If you have a law firm and have not invested in SEO, today is the day to start. You are not optimizing your website and can dominate local search and leave loads of money on the table.

Then, what more traffic and clients can do for your law firm?

Featured Image Credit: Paulo Bobita