Law Firm SEO

SEO for Lawyers

Discover the power of our Law Firm SEO solutions, meticulously designed to propel your growing legal business to national prominence. As we navigate the dynamic digital landscape our SEO service for lawyers will give you the power to unlock unprecedented opportunities for your firm.

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Seo Strategies Lawfirm Website

SEO Strategies for a Law Firm Website

Law firm SEO strategies for legal practices, also known as Lawyer SEO Services, are rapidly expanding and becoming one of the most competitive aspects of search engine optimisation in Australia. Given the exorbitant costs associated with pay-per-click marketing, which can reach hundreds of dollars per click, an increasing number of law firms are pivoting towards SEO strategies as a sustainable, long-term approach for lead generation.

SEO for legal professionals involves enhancing both on-site and off-site elements of a law firm’s website to boost its search engine ranking on Google. This process, like in any other industry, requires understanding how the target audience searches for their services and creating relevant, high-quality content that deserves to be ranked at the top of Google’s search results.

For legal firms that prioritise sustainability and a steady flow of leads, Lawyer SEO is the optimal choice. Unlike pay-per-click marketing channels such as Google Ads, Facebook Ads, and LinkedIn Ads, the value of SEO continues to grow over time. If implemented correctly, the initial investment in SEO will continue to yield benefits in the future.

Considering that over 46% of all searches now include a city name or ‘near me’, and more than 97% of people use Google at least once a week to find local businesses, maintaining a robust online presence is indispensable for law firms.

Our Law Firm SEO Services

  • User-Centric Content

    The cornerstone of any successful legal SEO strategy is crafting content that directly addresses user queries. To secure a top spot on Google, your law firm’s website must offer valuable information that answers user questions. It’s crucial to consider the nature of the content and the questions users want answers to when they visit a webpage.

    Creating valuable content doesn’t require complex SEO tool analysis. It’s about common sense. We examine your competitors and the content they produce, gaining insights into why their content ranks on Google’s first page. Most often, it’s because they offer the best possible content resources. It’s as straightforward as that.

  • Optimise Key On-Site Elements

    Over 100 on-site elements influence how a law firm’s website appears in search results. However, we don’t need to spend hours on each element; we just need to concentrate on the ones that matter.

  • Local SEO Emphasis

    Local SEO helps businesses become more visible in local search engine results pages. Whether you’re a lawyer, dentist, accountant, or physio clinic, your local visibility is crucial for attracting the right leads to your local business only. Any business with a physical location or that can service clients in various locations can benefit from SEO services. Whether you need to appear on Google’s first page in Melbourne, Sydney, and Adelaide, or you just need to appear in front of a local audience in Townsville, you need to have a strong local presence on Google.

  • Technical SEO & Site Architecture

    Website architecture refers to the hierarchical structure of pages on a website. For a law firm, that may mean having a root page for “Criminal Law” and then sub-pages for all of the different areas of criminal law that you service. When we work with a legal firm, we put together a comprehensive list of legal services offered and turn that into a site architecture that we can build out over time.

  • Build Backlinks

    At the time of writing, backlinks account for around 50% of how a law firm’s website ranks in Google search. As a result, perfecting your law firm websites backlink strategy is essential for online visibility and overall SEO success. When you consult with an SEO Agency, you’re likely to hear about how they have a ‘trusted network of sites’ or ‘guest post bloggers’ that they work with. It’s all rubbish.

  • Google Business Optimisation

    Google Business – formally Google My Business (GMB), is one of the most vital online tools utilised by law firms and solicitors. Easy to set up and manage, your GMB profile provides helpful information to clients about your law firm including your website, address and phone number, client reviews, and opening or contactable hours.

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Frequently asked questions

Have more questions?
  • What are the advantages of SEO for Lawyers?

    Investing in SEO can yield significant returns for virtually any industry, and law firms are no exception. Besides enhancing brand awareness and establishing a robust local presence, SEO can serve as an efficient method for generating a sustainable source of leads for lawyers. Some of the benefits of SEO for Lawyers include:

    • Enhanced local visibility
    • Increased trust with potential clients
    • Generation of valuable leads that convert into paying clients
    • Reduced dependence on paid marketing channels
    • Unlimited lead generation – not restricted by daily spend
    • Creation of an online resource library for potential clients
    • Lower customer acquisition cost compared to paid channels

  • What does SEO for Lawyers entail?

    SEO for Lawyers, also known as Law Firm SEO, involves optimizing a law firm’s online presence to increase its visibility to potential clients seeking legal services on the internet. This process involves enhancing both on-site and off-site elements that search engines consider when ranking websites in organic search results.

    For instance, individuals seeking legal assistance might use Google to search for terms such as:

    • Lawyer in [location]
    • Lawyer near me
    • Family law expert
    • Criminal law expert
    • DUI lawyer in [location]
    • Law firm in [location]
    • Local solicitors
    • Family lawyers

    The top three search results typically receive over 80% of all organic clicks due to their visibility and perceived trustworthiness. Therefore, for law firms aiming to attract new clients and generate a consistent flow of cost-effective online leads, SEO is a crucial marketing strategy.

  • Are other Law Firms utilizing SEO?


    A recent study by AccuRanker, which audited over 300,000 SERPs across various industries, found that law firms face the highest barriers to entry in generating organic traffic. The legal sector was also deemed the most competitive in terms of SEO.

  • Is SEO for Lawyers effective?


    SEO is among the most efficient lead generation strategies for law firms. Given that most law firms operate within specific geographical locations, it’s crucial to have a robust local SEO strategy. This means appearing at the top of search engine results when users search for ‘Law Services + their location’.

    By focusing on specific locations, law firms can effectively reduce their online and national competition, ensuring they market only to users who can convert into paying clients. For a law firm, it’s far more beneficial to rank on Google’s first page for a qualified search term like “Lawyer in Sydney” than for a general term like “Lawyer”.

  • SEO vs. Social Marketing – which is superior?

    SEO is a long-term strategy aimed at generating a steady flow of leads that will provide long-term inquiries, phone calls, and ultimately, clients for a law firm.

    On the other hand, social media is designed to immediately present your content to potential clients.

    Given the unique nature of the legal industry, clients rarely search for legal or law services online unless they urgently need assistance. The industry is reactive, and legal content is more likely to bore a user browsing through Facebook than result in a conversion.

    Users seeking legal services turn to Google to connect with law firms that can assist them in their time of need. Regardless of which law firm seo services, whether you practice criminal law, family law, or property law, the intent remains the same. The research phase doesn’t commence until users require a law firm’s services.

  • SEO vs. SEM – which is superior?

    SEO is a long-term strategy designed to generate leads for a legal firm round the clock, all year round, without the law firm seo expert ever needing to worry about the source of those leads.

    On the other hand, SEM or Google Ads requires a daily budget to continue appearing in front of potential clients on search engines. SEM is a valuable tool for testing the market and understanding how potential clients interact with your law firm’s website. However, for law firms, SEM can be extremely costly. Depending on your selected keywords, a single click could cost over $100. If you’re converting at 5%, you might need to spend $2,000 ($100 per click x 5% conversion) before you acquire a client.

    The goal of SEO is to reduce SEM spend and create a sustainable and cost-effective lead funnel for a legal firm. The more clicks you earn through organic search, the less you’ll need to spend on other channels to acquire new customers.

  • How much does SEO for Lawyers cost?

    SEO for Law firms is one of the most competitive verticals for search engine optimization due to high cost-per-click in Google Ads, extremely high competition, and a large number of law firms. As a result, the investment required to achieve first-page results is typically higher than other industries.

    Several factors will determine the cost of SEO for a law firm, including:

    • The number of target keywords
    • The business location (larger metros = more competition)
    • The number of legal services you wish to rank for
    • The competition in your area
    • Previous SEO work completed on your website traffic your law firm’s website
    • Your current rankings in Google

    Just like quoting for legal services, it’s impossible to provide an accurate quote from online reviews without discussing your unique requirements and considering your unique position in the market. To get a quote for your business, you can book a free consultation with our SEO specialists.

  • Can I do SEO myself?

    While anyone can technically perform SEO, it’s a complex process. Just as a client can choose to refuse legal representation and represent themselves – we all know how that usually turns out.

    As a law firm, your goal is to service clients and provide the best outcome. As an SEO Agency, our job is to work with law firms and ensure that they have a steady stream of positive reviews of clients for their business.

    Focus on your main task – hire an SEO expert to handle your SEO strategy.

  • How long until I see results from SEO?

    The timeframe to see results will depend on several important factors unique to each business. Some of the factors that will influence the time it takes to see results from SEO include:

    • Previous SEO work
    • Your current rankings
    • The competition of the keywords you are targeting
    • The location of your business – larger metros mean more competition
    • Your law firm website health and domain metrics

    Generally speaking, you should have enough leads and business to sustain yourself for 6-months before you can begin to rely on leads from SEO. Chat to an SEO specialist at Perth Digital Edge for a better estimation, our team can look at your current position and metrics to provide a more accurate time frame for results.

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