SEO for Lawyers Guide

This is a comprehensive SEO for lawyers guide for beginners.
In this guide, you’ll learn:

What is Attorney SEO?

Attorney search engine optimization (SEO) is the process of improving the  quality and authority of website content to obtain and increase rankings on search engines and organic website traffic to a law firm’s website.

When people need a lawyer or legal services, they typically use one of the following ways to find one:

  1. Search engines
  2. Word of mouth
  3. Social media

Of these, search engines are not only the most popular digital marketing channel people use but also the easiest to measure return on investment (ROI).

The ability to reach a lot of people organically (i.e. without advertising) on social media has dropped significantly over the past several years—especially on platforms like Facebook.

This has caused many businesses to resort to paid advertising on them instead (which is what Facebook wanted all along).

It’s already pretty clear that for most people, search is their go-to for finding legal services. Social and word of mouth certainly play a role, but online search almost always dominates the research phase.

If we analyze the digital marketing channels Morgan and Morgan leverage to get their website traffic, we see that organic search far outperforms social media and paid advertising.

Of all the marketing channels your law firm can invest in, search engine optimization is the only one with the ability to return compounding returns over time other than referrals (which aren’t always consistent).

Content, for example, presents three opportunities:

  1. The potential to rank for more keywords and drive more traffic
  2. The ability for high-quality content to create natural link-building
    opportunities, improving your ability to rank higher on Google even more
  3. The ability to convert website visitors into potential clients by convincing them to trust you and contact you.

How Should I Use This Guide?

Why is Law Firm SEO Important?

The way consumers find, research, and choose a law firm skews heavily toward search engines.

Why Does My Law Firm
Need a Website Optimized for
Search Engines and Conversions?

How SEO Stacks Up Against
Other Law Firm Marketing Channels

Legal SEO vs PPC and Google Ads

SEO vs Social Media Marketing

The Most Competitive Firms Care about SEO

Key Components of Law Firm SEO

Keyword Research

Content Marketing

On-Page Optimization

Link Building

Google My Business

Local SEO

Measuring and Assessing Performance

Law Firm SEO Services

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Chapter ROI by
Chris Dreyer,
CEO and Founder of