Effective SEO Tips for Lawyers and Law Firms

In today’s digital world, people who have legal challenges are going online to find answers and locate an attorney who can help them resolve their issues. If it’s difficult or impossible for potential clients to discover your law firm, you will likely lose out on a significant amount of business.

In this context, SEO for law firms has become a critical component of an effective legal marketing strategy. Here’s what you need to know about SEO and some of the most effective SEO tips for lawyers to help your law firm enhance its online presence and improve its overall results.

What is SEO?

Search engine optimization (SEO) is the process of optimizing content and websites for higher search engine rankings. In other words, you want your law firm’s website to show up at the top of the organic search results when someone enters a search term on Google, Bing, or another search engine. Examples include “divorce lawyer in Memphis,” “car accident attorney near me,” and “business contract lawyer Alabama.”

Why SEO is Important for Law Firms

SEO strategies for law firms are important because they boost your online visibility. When people can find you online, they are more likely to click on your website’s link to learn more about your firm and read its content.

For most online searches, fewer than 1% of people will go to the second page of organic search results. In fact, the first two results on the page will receive about 50% of the clicks. So SEO is essential for placing your firm’s results as high as possible to get your target audience to visit your website.

Effective SEO Tips for Lawyers and Law Firms

Most law firm SEO strategies will focus on securing the best possible rankings on Google since it holds 88% of the search engine market share in the United States. Google employs an algorithm using hundreds of signals to rank web pages. However, effective SEO for your law firm can be condensed down into five major categories to get your business the best results.

  1. Content

A key part of any law firm’s marketing strategy and one of the biggest factors in SEO for lawyers is content. Your firm’s content refers to its use of web pages, practice area pages, blog posts, videos, images, and other content to describe your services and boost engagement.

You use content to convey information to potential clients, such as answering frequently asked questions and describing how your services work. As an SEO strategy, your content marketing should include high-value keywords, such as “DUI attorney near me” or “creating an estate plan.” The content you post should be up to date and include calls to action so readers understand the next steps in getting the help they need.

  1. Link-Building

Even if you have perfect content, you may not get the search engine rankings you want if your pages aren’t considered authoritative or trustworthy. The best way to show this is through backlinks, which is another factor Google uses to rank websites.

Google views high-quality backlinks as a vote of confidence for your business’s content. To get the best results, the links must be from a website with a high domain authority, include relevant anchor text, and have a link placed within the content, not in a footer or sidebar.

Link-building is tricky because doing it wrong can have the opposite effect on your rankings. To avoid poor rankings or penalties, it’s best to have a professional execute this strategy.

  1. Technical SEO

Technical SEO refers to the various strategies that make your website easier to find and read by the search engines. These include items like:

  • Site architecture
  • URL structure
  • Header tags
  • Title tags
  • Image alt text
  • Internal and external links

Many of these elements are built into your website during the design stage. But it’s also possible to “fix” some of these items during a website redesign or refresh.

  1. User Experience

Another SEO ranking factor Google places value on is the user experience (UX). This is a broad concept that covers how a potential visitor to your law firm’s website will feel and interact with the content. It refers to:

  • How easy and intuitive it is to navigate your site,
  • How responsive your site is on different devices, such as tablets and smartphones,
  • How fast your site loads,
  • How visually appealing your site is, and
  • How secure your site is in terms of protecting visitor data.

While it’s unclear how much the UX will impact your organic ranking, all of these factors are essential to make a strong impression for your law firm’s brand.

  1. Local SEO

Most law firms cater to a local market. In other words, you offer your legal services to clients within a certain geographic area. If your firm is located in Atlanta, getting website traffic and phone calls from people in Los Angeles may not do your business much good. Local SEO helps your firm focus its efforts on ranking in local search results.

Your firm’s Google Business Profile (GBP) is what makes it eligible to rank in Google Maps and the local search results. In addition to optimizing your GBP, you should be including localities (city, state, county, neighborhoods, etc.) in your website content, and encouraging online feedback from clients to improve your local SEO.

Get the Best SEO Results from Your Law Firm Marketing

The legal industry is so competitive that it’s challenging to create a strong and lasting online presence without the right legal marketing strategy. And your focus should be on delivering high-quality legal services, not researching keywords, creating meta tags, and building links. What you need is a legal marketing partner who can help you get lasting SEO results.

Too Darn Loud Legal Marketing is dedicated to helping its legal clients achieve outstanding results through proven digital marketing solutions. We understand what SEO tactics work and which ones will only produce short-term or questionable results. Call us at (800) 649-1764 or contact us online today to schedule a free initial consultation and website evaluation.

The Top 5 Things Law Firms Should Avoid in Their SEO Plan

As a law firm, your specialty is helping clients solve some of the most pressing legal issues. Whether you assist clients who’ve been charged with a crime, are going through a divorce, have been hurt in an accident, or are facing some other legal challenge, you’re knowledgeable and skilled at what you do.

Roughly 85 percent of consumers conduct online research before making a purchase, which includes hiring service providers like law firms. A large part of getting new business in today’s competitive environment is having a strong online presence. One of the best ways to get found and chosen by prospective clients is through search engine optimization (SEO). Here’s what you need to know about SEO and the top five things your law firm should avoid in its SEO plan to get the best results.

What is Law Firm SEO?

Law firm SEO is the process of optimizing a law firm’s website for the search engines for the purpose of improving its organic search rankings and increasing its visibility to potential clients. The goal of legal SEO is to attract more high-quality prospects by driving more traffic to the law firm’s website, ultimately increasing the firm’s revenue.

Many lawyers want to obtain a top spot on the first page of Google for certain terms. But it’s not easy because it’s so competitive. Paying for ads is a costly way to get traffic in legal marketing. SEO is the best strategy to improve your organic (free) rankings, generate traffic, and convert that traffic into new clients.

Top 5 Things Law Firms Should Avoid in Their SEO Plan

SEO makes your law firm’s website easier to “read” by search engines, like Google. You basically employ a variety of tactics to make it more seamless for these search engine algorithms to scan your website, interpret the content, and display different web pages on search engine results in response to inquiries by users.

But there’s a right and wrong way to approach SEO. If you do it incorrectly, it can have lasting consequences for your digital marketing strategy. Use the wrong tactics, and you won’t get the desired results. Even worse, your website might not show up in the search results at all due to penalties. Here are the top five things law firms should avoid in their SEO plan if they want to get the best possible results.

  1. Targeting the Wrong Keywords

One of the most common SEO mistakes law firms make is targeting the wrong keywords. Everyone wants to rank number one for “best law firm,” but this is an impossible task. Here are a few ways you can re-focus your keyword strategy:

Know Your Target Audience

If you don’t know your target audience, you are probably targeting the wrong keywords. It’s important to create a detailed customer persona that includes your ideal client’s location and characteristics.

Longtail Keywords

Instead of choosing generic keywords, like “personal injury lawyer,” which can be super competitive, target more longtail keywords that will appeal to your audience. These keywords have lower search volume but will bring in highly qualified prospects.

Local Search

Most law firms service a specific geographic area, such as Birmingham or the Gulf Coast. For this reason, it’s vital that legal SEO focuses on some geo-specific keywords to reach the desired audience. Examples include “Mobile divorce attorney” and “Birmingham car accident lawyer.”

  1. Having Poor Web Design

On average, Americans spend about eight hours per day online. They know a good website and a poor website when they see one. When you’re not working, your law firm’s website should act as your digital front door. If you have poor web design, you can miss some vital business opportunities. A good website will focus on:

Site Navigation

Another SEO ranking factor that relates to web design is the user experience (UX). One part of this refers to how easily visitors are able to navigate your site. Navigation should be simple and intuitive.

Title and Meta Tags

Part of good website design is having proper technical SEO. This involves strategies to make your content more recognizable and friendly to search engines. You can optimize your website by using the proper:

  • Title tags
  • Header tags
  • URL structure
  • Internal links
  • Alt text for images


Mobile devices account for roughly half of all website traffic. If your website isn’t optimized for mobile, you could be missing out on half of your potential clients. Mobile-friendliness means your site will automatically adjust (resize) to suit any device. If it doesn’t, the results will seem awkward, and your visitors will likely go elsewhere.

Site Speed

Another part of good website design is site speed. Consumers don’t have the patience to wait for your sluggish website to load, and Google has now made site speed as one of its ranking factors. You can use Google’s own Pagespeed Insights tool to tell you how your site measures up in terms of speed. Aim for a score of 90 or better. Your website designer can help you with necessary improvements.

Site Security

Finally, you want to ensure your law firm’s website is secure. If it isn’t served over HTTPS, Google might not rank it as well. And potential visitors may not trust your law firm.

  1. Posting Boring Content

You might have an amazing website with lightning-fast speed and perfect navigation. But you’ll be unlikely to attract or convert any visitors into new clients if your content is lacking. Content is what people are looking for when they do a web search. They want answers to their questions or assurances that your firm can handle their legal issue. If content creation isn’t something you have time to do, you can hire someone to produce various forms of engaging content for your firm.

Explainer Articles

Blog posts explaining various aspects of the law are incredibly effective. Essentially, you’ll want to create a list of commonly asked questions or concerns that potential clients might have. Then, create a blog post that discusses each one in detail. This establishes your firm as a trustworthy authority in its field.

Tell Your Story

Potential clients want to know more about you before they commit. You can create a connection with your audience and build trust by telling your story on your website. What made you choose this area of law? What is the most fulfilling part of your business?


Many prospects will look for feedback from past clients to gauge your firm’s effectiveness. You can post testimonials on your website as another way to build trust.

Video Content

Not everyone wants to read online content. Many of today’s online searchers prefer to consume video content. You can also produce short explainer videos and tell your firm’s story using video.

  1. Ignoring Off-Site Optimization

Another common mistake law firms make with SEO is ignoring anything that isn’t on their main website. In fact, you’ll need some off-site optimization to achieve the best results. Here are a few items you’ll want to put on your list.

Authority Backlinks

Your website might have amazing content, but how is Google supposed to know that? And how will Google know that your search engine visitors find your content trustworthy? The best way is through backlinks. These happen when another website links to your content. When those links have authority, such as coming from a reputable website, it can help your search engine rankings.

Google Business Profile

Your Google Business Profile is another off-site platform that can impact your SEO. It should include a link to your website, be optimized (not stuffed) with relevant local keywords, and include helpful information about your business, such as client reviews.

Social Media

Many law firms set up a social media profile and then don’t do anything else with it. While social media isn’t a ranking factor, it can drive traffic to your website and build trust. Traffic can impact your rankings, so social media is a vital part of your digital marketing strategy.

  1. Treating SEO as a One-Time Thing

SEO isn’t simply a matter of fixing the above four mistakes and calling it a day. Even if you achieve number-one rankings for your top keywords today, there’s no guarantee you’ll still have those same rankings tomorrow. You’ll need an ongoing SEO strategy that focuses on several factors.

Google Algorithm Updates

Google algorithm updates can drastically impact your search engine rankings. And they happen quite frequently. Big changes, called “core updates,” adjust the formula Google uses to rank web pages, so it’s important that you’re ready to react when these happen.

Ongoing Content

It’s important to continue posting fresh content on your website. Find new ways to explain different aspects of your practice areas. Also, discuss any changes to the laws and how they might impact a particular legal matter.

Get the Best Results from Your Law Firm Marketing

It’s simple enough to get caught up in what you should and shouldn’t do with legal marketing. But you’re probably busy enough taking care of your client’s needs and just want someone to give you some straight answers. While you might get some short-term results using questionable tactics, the long-term results won’t be what your law firm needs or desires.

Too Darn Loud Legal Marketing is dedicated to helping its legal clients achieve outstanding results with our proven digital marketing solutions. There is a significant amount of time and resources that must go into your firm’s digital marketing efforts, and our goal is to be your trusted partner. Call us at (800) 649-1764 or contact us online today to schedule a free initial consultation.

5 Myths About Law Firm SEO

How Well Do You Understand Search Engine Optimization For Your Law Firm

When you are eager to see your law firm’s digital marketing efforts perform well, you might be willing to try just about anything. But there are many SEO myths that won’t get you the results you want, or worse, could result in a penalty from Google. Here is what you need to know about some top law firm SEO myths so you don’t go too far down that rabbit hole.

First, what is SEO? Search Engine Optimization is the practice of getting organic (free) traffic from the search engines to your website. Most consumers today use Google to find and connect with brands, so your law firm’s goal should be to achieve high search engine rankings on Google as well as additional positions on page one through local search, social media, and featured snippets.

Why the First Page of Google is Important

How Google derives it’s search results is becoming more complex, with local results, videos, answer boxes, knowledge panels, and more. With so many ways for your firm to stand out, focusing on SEO to garner some of these top spots is worth the effort.

Here is why ranking high in Google is vital:

Better Click-Through Rates

It’s a fact that the higher you rank, the higher your click-through rate will be. One study concluded click-through rates were 36.4% for the top result, falling to 12.5% for position #2. These click-throughs are going to boost your website traffic and leads.

Improve Your Visibility

You can improve your brand awareness with a top search result. The more people who see your name, the more likely you will engage them if they need your services.

Establish Authority and Trust

One of the best ways to earn new business is to establish authority and trust. You can accomplish this by taking the steps necessary to achieve high organic search engine rankings.

5 Myths About Law Firm SEO

We’ve established why you want to make your firm’s SEO a priority. But which parts are of SEO are more important than others? This is where it can get confusing. Here are five common myths about legal SEO that help you steer you in the right direction.

Myth 1: The More Times You Use a Keyword, the Better

This was true in 2003. If you decide to try “keyword stuffing” today, Google views this as a negative ranking factor, and it could hurt your efforts.

There’s no doubt that conducting careful keyword research is still essential to successful SEO. But, how you use those keywords in your legal content is just as important.

Here are a few facts about keyword integration in content:

  • Your keyword density should remain at around 3%.
  • Keywords should be used in the copy where they flow and fit naturally instead of being forced to get a page to rank.
  • Using related keywords and phrases in your content can help your SEO efforts just as much.

Myth 2: The Content Doesn’t Matter As Long As You’re Targeting the Right Keywords

It’s a common misconception that keyword targeting should take priority over content. Simply sprinkling the right keywords throughout terrible or mediocre content isn’t going to get you the results you want. In today’s online environment, the quality of your law firm’s content matters more than ever.

Google has placed significant emphasis on the user experience and even uses an AI-powered engine called RankBrain to ensure that consumers are getting what they want from the search results. If you want to rank a web page for “DUI penalties in Georgia” and place that search term throughout a page that doesn’t actually list the DUI penalties in Georgia, the user experience will probably be subpar. Your bounce rates (people hitting the “back” button) will go through the roof, and Google will take notice quickly.

Instead, it’s vital that your content addresses the subject matter thoroughly and is well-written and engaging enough to capture your audience’s attention and improve your rankings.

Myth 3: You Just Need More Backlinks to Outrank Your Competitors

This is another falsehood that could get your website in trouble with the search engines. Years ago, it was a common practice to search out low-quality, spammy links to quickly rank a website. Google caught on to the technique and put a stop to it.

You still need high-quality backlinks for SEO, but the emphasis is on quality over quantity. Buying links is explicitly against Google’s policies and could get your website penalized.

The best approach is to continue creating high-quality content that others will want to link to naturally. There are some other legitimate methods for achieving quality backlinks that your legal marketing firm can discuss with you.

Myth 4: Having a Secure Website Isn’t Important

Even if your law firm’s website is only informational and you don’t store client data, having a secure website is vital for SEO. And this isn’t anything new.

As far back as 2014, Google announced that it wanted to see “HTTPS everywhere,” meaning websites needed to start thinking about getting an SSL certificate installed. Not long after, the search engine giant began using security as a ranking factor. Specifically, sites that have an SSL get a ranking boost, and those without security appear to get penalized.

It’s a simple enough adjustment, and your clients will appreciate it as well. More consumers now notice site security and could make a decision about your law firm based on this factor.

Myth 5: SEO is a One-Time Thing

If only this were similar to Google “ruling” once that your website was worthy of a top search engine ranking and the case was closed. Unfortunately, Google re-assesses the merits of your case many times each day, so you might have top billing in the morning and find that it has slipped by dinnertime.

SEO is an ongoing process similar to healthy eating and fitness. If you neglect it, there’s a better than good chance that you’ll see your results erode over time. This happens for several reasons:

  • Google changes/updates its algorithm.
  • Your content is no longer as “fresh.”
  • Your competitors are working on their SEO harder than you.
  • You begin to lose backlinks.

Instead, you should be consistently following up on your online marketing strategy to maintain and improve your results.

Discover the Truth About Law Firm Marketing

It’s simple enough to get caught up in the various myths surrounding legal marketing. But you’re probably busy enough as it is and just want someone to give it to you straight. You might get a few short-term benefits by applying a few questionable tactics, but the long-term results may not be what your law firm wants or needs.

Too Darn Loud Legal Marketing is dedicated to helping its legal clients achieve results with proven digital marketing solutions. There is a significant amount of time and effort that needs to go into your firm’s digital marketing strategy, and our goal is to be a partner you can trust to separate the true from the false.

Contact us online or call us today at (800) 649-1764 to schedule a free consultation.

SEO vs Paid Advertising for Law Firms

The internet has proven to be an invaluable source of ongoing leads for law firms. That said, online marketing for law firms spans a wide range of strategies and channels. It can be challenging to figure out where to focus your limited attention and resources.

Two of the largest strategies include SEO and paid advertising. Both will get your law firm’s website and name in front of potential clients who are searching for legal assistance on Google. But these are two different types of search marketing strategies for attorneys, so you will want to evaluate which one makes the most sense for your law firm.

The Basics of SEO and Paid Ads

  • Search engine optimization (SEO) is the process in which a business makes changes to, or “optimizes,” its website to achieve better organic (free) placement on search engine pages and deliver a better user experience. Search engines, namely Google, index websites regularly and use complex algorithms to rank those sites. There are hundreds of factors used to rank a website, and SEO aims to achieve the highest long-term rankings possible.
  • Paid advertising for law firms generally refers to pay-per-click (PPC) ads. Businesses pay an advertiser, also usually Google, for each click on its ads. The fees charged are based on a variety of factors, such as the value of the keyword and the quality of the ad and target website.

The Benefits of SEO for Law Firms

For consumers, finding anything today often involves a computer or mobile device and a visit to a search engine. Even people who have received a personal recommendation will follow it up with a quick Google search to confirm that the recommendation is legitimate before picking up the phone or making an email contact.

This is why every business needs an SEO strategy – especially law firms. But, if you’re still unsure about committing to SEO, here are just a few of the specific things that this strategy can do for your legal practice:

SEO Establishes Authority and Credibility

Clients looking for help with a legal issue are seeking a law firm with the knowledge and experience necessary to resolve their concerns. Done right, SEO can establish your firm as a leading authority in its practice area. On the other hand, people instinctively know that you are targeting them through paid ads and don’t trust their intentions as much. In general, people find organic search results more credible.

SEO Evens the Playing Field With Competitors

When you use paid ads, the effectiveness of your efforts often hinges on your budget. The more money you’re willing to spend on an ad, the greater the chance of getting top results. Bigger firms can often outspend smaller ones and attract more clients. But SEO makes it a fair fight for organic search results. Small, medium, and large firms alike will compete based on the quality of their website and other SEO efforts.

SEO Generates Quality, Consistent Organic Traffic

When you stop paying for PPC ads, the traffic stops coming in immediately. But quality content that targets the right keywords on your website will continue to rank well in organic search results and generate a consistent flow of free qualified traffic to your site. You can even repurpose older content on your website and boost your traffic by up to 106%.

SEO Increases Confidence and Conversion Rates

Organic searches produce higher dwell times and click-through rates (CTRs), boosting potential conversions. When you post informational content on your website that potential clients are searching for, it engages these visitors and creates awareness for your brand. Whether those clients need legal services today or in the future, they will identify your firm as a trusted resource.

SEO Costs Less and Offers Higher ROI

Research reveals that as many as 80% of users ignore paid ads and only focus on organic search results. With the majority of your website’s traffic coming from free, organic search, the value of SEO is obvious. This is a long-term marketing strategy that will offer the highest ROI to your law firm.

Are PPC Ads Still a Good Idea?

When evaluating between an SEO and a paid ads strategy, there may not always be a simple black and white answer. If your firm needs quick results and is willing to pay for the ads, you may wish to devote some of your digital marketing budget to PPC ads.

But it’s important to understand that legal services are one of the most competitive and costly industries for paid search. If you invest in this channel, it takes continuous analysis and careful planning to ensure you aren’t overspending your ad dollars.

Legal SEO for Long-Term Success

If you’re torn between SEO and paid advertising, SEO is generally the best strategy for attracting new clients to your firm at the most affordable price. While it might take longer for your law firm’s website to appear on the first page of Google, the benefits to your business will be substantial and long-lasting.

It’s equally important that law firms have a traditional SEO strategy as well as a strategy for local SEO. These are similar, but local SEO will help your law firm appear in multiple places in the organic search results. When a person searches for a “divorce lawyer near me” or a “car accident attorney in Mobile,” your local SEO efforts can help your law firm appear in Google’s map listings.

Law firm SEO can be complex, and your ongoing strategy should include a thorough competitive analysis, website optimization, content strategy, link building, and reporting. There aren’t quick results as with paid ads, but the efforts will help your firm achieve long-term success.

Still Have Questions About SEO vs. Paid Advertising for Law Firms? Contact Us Today

 Whether you use paid advertising, SEO, or some combination of the two, optimizing your law firm’s website should be a vital part of your digital marketing strategy. This allows you to improve the user experience and set your firm up for long-term success.

Too Darn Loud Legal Marketing specializes in creating results-driven digital marketing solutions for law firms. We are a client-focused firm with a strong track record of success. Contact us today to learn more about our services at (800) 649-1764 or through our online contact form.