Is your law firm struggling to attract enough clients? Regardless of your current lead generation strategy, if you haven’t tapped into SEO, you’re missing out on a significant opportunity. As 96% of people look for lawyers online, research shows that 45% of people click on organic search results rather than paid ones. This shows how you really need SEO for your law firm’s website.
In this blog post, we will discuss what is SEO, its benefits, and the best SEO practices for law firm websites.
What is Law Firm SEO?
Law Firm SEO is a website optimization practice that involves improving website aspects such as technical architecture, speed, content, UX, and keywords so that it is easy for search engines to find, crawl, and index it.
Why do Law firms need SEO in 2025?
Focusing on SEO, your law firm website can draw huge traffic and establish brand awareness. Unlike other marketing methods, SEO is cost effective but it takes significant time to show results. SEO also allows you to target with precision using specific keywords that match your audience’s search intent, helping you receive qualified leads.
The best part about SEO is its impact remains for a long time, which means once you establish your authority over the search engine world, you are going to rule for some significant time, and your competitors will need to sweat a lot to outrank you.
Best SEO Practices for Law Firm Websites
Focus on the E-E-A-T principle
Google wants to rank websites that really has user centric content. That’s why it laid out a set of principles, also known as E-E-A-T, to evaluate the quality of your content.
It’s not clearly a ranking factor but Google’s search quality evaluator that determines whether your content is helpful for the users or not.
E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. While curating content for your website, keep these principles in mind:
- Experience: Your content should reflect your experience in your field. Showcase that you are writing the content using authentic experience. You can do this by including “Author bios” or by directly referencing your experience within the content.
- Expertise: Show your subject matter expertise by offering in-depth analysis and accuracy of your content. Use author credentials and citations from reputable sources and surveys for this purpose.
- Authoritativeness: Consistently offer high-quality content to your audience to build your brand’s authority. You can also build your authority by earning mentions and coverage from other authoritative websites.
- Trustworthiness: Craft your content clearly and accurately without bias. Leverage user-generated content, such as testimonials and reviews, to provide your audience with an inside look into how your services help them.
Build Quality Backlinks
Backlinking is the process of obtaining links from other websites that point to your website. They are endorsements from other sites. In simple words, having quality backlinks from reputable sites can indicate to Google that your content is valueable and this can eventually boost your ranking in search results.
The higher the number of links and the quality of backlinks your website will have, the more it will be perceived as reputable. To acquire good quality backlinks for your websites, you should first ensure your legal practice is listed on reputable directories such as FindLaw, Justia, etc. Alongside, you should start pursuing your unlinked brand mention where clients have used the name of your firm but have not added a link. You can ask them to add a link if they are willing.
You can engage with journalists who request your legal commentary on hot and trendy topics.
You can find broken links to your competition’s site and request webmasters to link them with your website.
You can also employ skyscraper technique where you have to create content superior to those currently ranking high on the SERPs and then reach out to the websites linking to that original content and convince them to link with yours instead.
Keyword Research
Keyword research helps you find the key terms your potential clients use to search for the services they need. After carrying out this research, you can strategically use the keywords in your content and increase its likelihood of ranking for popular search queries.
Brainstorm keywords and make a list of search terms your clients could possibly be searching. These keywords can be broad as you can include any search term that is related to your service or industry. Research your competition and find how they are using the same keywords. After you are done with the keyword researching part, it’s time to conduct keyword analysis, where you have to examine the keyword difficulty score, intent, monthly search volume, conversion potential and intent.
Optimize Your Content
Now, to use the target keywords strategically and rank for them, you will need to curate an effective content strategy. The most important point to note here is that your strategy should align well with the search intent. Let’s understand this with the help of an example.
People searching for “Do Mothers Have More Rights Than Fathers in Canada?” need relevant answers to their queries.
That’s why top-ranking pages feature the content with relevant information regarding this subject.
On the other hand, for a different type of query, “Child custody lawyer,” the top results are like this:
This demonstrates the search engine’s ability to understand how relevant your content is to the search query. That’s why it’s important to create a well-defined content strategy.
Set Up Your Google Business Profile
If your legal practice is mainly for local clients, it’s really important for you to focus on Local SEO strategies, especially setting up your Google Business Profile.
Your Google business profile is your digital storefront, so make sure to include all the necessary information clients need in it and create a good impression of your business.
How is how you can set up your Google Business Profile:
- Sign into GBP.
- Enter the name of your business.
- Claim your business and verify your location.
- Complete your profile with all the necessary and accurate information.
- Provide HD photos.
After setting it up, don’t ignore the following steps:
- Keep it regularly updated.
- Respond to Google reviews and feedback.
- Generate more reviews.
All these tips can help you boost your local rankings and work as a client magnet for your law firm.
Lookout for the Technical Issues and Fix them
Technical issues can adversely impact the ranking of your website by affecting user experience.
These issues can occur with any of the following elements:
Slow Page Speed: Page speed is one of the metrics defined in Core Web Vitals as an influential factor in ranking. When page speed is low, it’s likely to impact your ranking and UX.
Missing title tags: Search engines understand your page’s structure with the help of title tags. When they are missing Googlebot may fail to understand the context of your page.
Robots.txt.errors: It’s a robots.txt file which helps search engines to understand which pages should be crawled. Errors in this element can cause improper crawling and indexing.
Duplicate content: Identical content wastes Google’s crawling and indexing; ultimately, it can weaken your SEO efforts.
Broken links: When links point to invalid URLs, it can make it hard for crawlers to explore your website efficiently and lead to a frustrating user experience.
Monitor Your SEO Results
It’s crucial to consistently check your performance to know what’s working and what’s not. Google Analytics and Google Search Console can be used for this purpose.
In the Google search console, you can monitor the following:
- Impressions (Views) and clicks your Google results generate
- The average percentage of impressions driving clicks
- The average position for up to 1k popular queries
Google Analytics 4 is a free website analytics platform where you can easily find visitors’ behaviour and demographics.
In its “Traffic acquisition” report, you can easily compare the data given below for each channel, including organic search:
- Users: The number of unduplicated individuals who visit your site in a given time period.
- Sessions: The number of times a user visits your website
- Engaged session: Visits that lasted over 10 seconds, visits that generated conversion, or visits that led to at least 2 page views.
- Average engagement time per session: The duration of time a user actively uses your site
- Engagement sessions per user: Engaged sessions/The total number of users
- Events per session: Average conversion per visit.
How to hire a Law Firm SEO Agency in Toronto?
Are you a law firm agency looking to boost your online presence and get more leads? Partner with Kinex Media, as we are the most trusted SEO agency for law firms. Are you a law firm agency looking to boost your online presence and get more leads? Partner with Kinex Media, as we are the most trusted SEO agency for law firms. We are efficient at identifying website issues, fixing them promptly, and empowering them with the On page, Off page, local, and technical SEO techniques.
Why choose us?
Experienced
Given our extensive experience in the SEO field we have thorough understanding of your projects like yours. Our profound knowledge allows us to craft super effective strategies that fulfills your business’s needs and help you fetch desirable results.
Transparent
We keep you informed about the progress of our organic and paid SEO efforts throughout the process. We have a proven track record of optimizing your online visibility within the proposed time frame.
Meet Industry Standards
We effectively address the challenges of the SEO industry by staying updated with the latest developments in the world of search engines. We have access to premium SEO tools that enable us to proactively monitor your performance, refine our strategies, and help you improve your ranking.
Conclusion
While there are other ways (especially paid) that can help you market your law firm website within a shorter time span, SEO is cost effective and comes with long-term benefits. However, it is worth noting that SEO efforts can take significant time and effort. Consistently working on the on-site, off-site, and technical aspects of SEO, you can significantly boost your rankings and get you surprisingly abundant qualified leads.