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Many SEO agencies will promise you better rankings and more traffic, but how do you know if they can walk the walk, not just talk the talk?

Below is our entire 10-step methodology for optimizing law firm websites to rank at the top of the SERP’s.

Our Lawyer Search Engine Optimization Process

Step 1: Discovery & Evaluation 

We want to get to know you. Understanding your law firm, your target clients, and your business goals is essential to creating a custom-tailored SEO strategy. That’s why we start off with a no-commitment discovery call to better understand what you are hoping to accomplish with SEO.

Discovery & Evaluation

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Our process starts with us sending you a questionnaire to get some basic information about your firm, who you serve, and what services you are looking for. Then, we schedule a 30-minute call to get to know each other, discuss your needs in detail, and give you an opportunity to ask us any questions you have about our approach.

This evaluation session helps us better understand:

  • What practice areas you serve
  • What types of clients you want to attract
  • How many clients you want to attract
  • What your business revenue goals are
  • What other objectives you have when it comes to your law firm marketing

All of this information helps us craft an SEO strategy that works to attract the type and amount of clients you want to attract, all why representing your brand in an authentic way. In essence, we partner with you to get your law firm the online visibility it deserves

Step 2: SEO Audit & Analysis of Your Law Firm’s Website 

Before we lay out a plan for how to optimize your law firm’s website, we need to assess how it currently measures up. Compare it to having a mechanic look over your car. You have to first determine what needs to be fixed before getting a tune-up.

SEO Audit & Analysis of Your Website

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Our SEO audit includes a full assessment of your website’s current SEO status, rankings, and user-friendliness. We do a rundown of all of the essential SEO factors, including:

  • Your website design and site speed
  • Your site structure and User Experience (UX)
  • Your existing backlink profile
  • Your rankings
  • Your on-page SEO factors
  • Your Google My Business listing
  • Your directory listings and citations
  • Your content
  • Your focus keywords

Our audit doesn’t stop there – we deliver a report with over 30 off-page and on-page SEO factors in order to paint a complete picture of your website’s current SEO status. We determine why your site isn’t ranking well and not attracting the amount (and type) of clients you want.

Then, we’ll have a roadmap for how we are going to fix your site and layout an effective SEO strategy.

Step 3: Keyword Research: Local Searches For Attorney Services

If you’re already familiar with SEO you have likely heard that it is all about the keywords. While keywords are only one part of the whole SEO pie, they do play a very important role in which areas you target and how you attract prospective clients.

Therefore, it’s essential that we determine the ideal keywords based on your service area and the the services you offer. We’ll find keywords that are competitive in your niche and that are the most likely to attract the types of clients you want.

SEO Audit & Analysis of Your Website

Based on the information we acquired during your evaluation, we’ll conduct keyword research to find the best keyword opportunities for your site. That way, we aren’t attracting traffic that isn’t interested in your services, nor missing out on traffic that is likely to convert into qualified clients. We don’t waste your time or your budget on keywords that won’t generate tangible results for your law firm.

If you want to learn more about the keyword research process, Brian Dean at Backlinko.com has written a terrific article on the subject.

Step 4: SEO-Friendly Website Architecture 

Your business website lays the foundation for your entire SEO strategy. And like a house, your website needs a strong, well-organized architecture in order to last for the long-haul. You need a site structure that will ensure that your website will pull in consistent leads and withstand even the heftiest Google algorithm changes.

What we do is map out which pages your site needs in order to target the specific keywords we have chosen for your SEO strategy. Beyond that, we make sure that the layout creates a positive experience for your users.

Keyword Research

What’s the use of attracting traffic if users can’t find what they are looking for? Website architecture makes it easy for both users and search engines to navigate your site and find the information they need. This will greatly improve your conversions and rankings.

Step 5: On-Page Optimization For Lawyer Websites

There are two main categories of optimization when it comes turning your site into a lead-generating machine: on-page SEO and off-page SEO.

On-page SEO involves all of the on-site elements – like your URLs, page titles, page descriptions, images, and internal links (just to name a few). Any on-page SEO issues will be identified during the initial audit of your website.

Website Architecture

Our job is to clean up all of your on-page SEO before moving on to anything else. It’s vital that your website is as SEO-friendly as can be before we work to drive more traffic to your site.

If you want to learn more about website architecture, Moz has a good post that will introduce you to the basics.

It’s like grabbing a cup of coffee together

It’s like grabbing a cup of coffee together

…without the sales weasel stalking you afterwards.

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Step 6: Legal Content Development

Legal content has the stereotype of being dry, boring, and hard to read. But it doesn’t have to be. After all, your content is the literal words on your site that users read in order to decide if they want to work with you. Great copy that entices users to take action is essential.

Creative writing

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At the same time, we need to naturally incorporate your focus SEO keywords into the content in order to get Google’s attention. We do this without “stuffing” your content full of keywords. The goal is to create content your users will love (and understand) AND will be optimized for search engines.

✓ Expert-level content

✓ Written with your audience in mind

✓ Engaging

✓ 100% original

✓ SEO-friendly

Step 7: Local SEO For Law Firms: Google My Business Optimization

Google My Business is a profile businesses can create directly through Google and it’s one of the main drivers of organic traffic. If you have ever gone to search for something in your local area and were shown a map with a list of the top businesses in your area, you were likely seeing Google My Business Listings.

Google Maps logo

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These typically pop up at the top of the search results so it’s in your best interest to snatch up some of that digital real estate. And like your website, your listing also requires optimization.

We’re well-versed in GMB optimization and with optimize your listing to the nines in order to attract as much traffic and quality leads possible.

Step 8: Generate Positive Reviews

Having reviews on your business profiles can make or break your business.

Having a lot of positive reviews makes you the clear choice when prospective clients are comparing law firms online. You want to outshine the competition with those 5-star reviews.

Five stars rating flat style vector concept. People are holding stars over the heads. Feedback consumer

Five stars rating flat style vector concept. People are holding stars over the heads. Feedback consumer or customer review evaluation, satisfaction level and critic icon concept.

We improve your SEO by helping you gather reviews from your past and existing clients. These can play a huge role not only in your rankings, but also in your conversion rates. When users see how you have helped your clients get amazing results, they are more likely to hire you over the other guy.

Step 9: Outreach & Link Building 

Getting a reputable website to link to your website serves as a sort of vote of confidence in the eyes of Google that your website is a source of quality information. These links are referred to as backlinks and link building is the process of attracting even more high-authority links to your website.

Outreach & Link Building

Many SEO agencies will buy a ton of links on your behalf, but this is the wrong approach. You want highly-regarded and preferably industry-related websites to link to your website. When it comes to link building, quality is better than quantity.

We work to acquire backlinks for your site using ethical link building practices. This results in an SEO boost that is sustainable and won’t be at risk of a penalty from Google. We want to keep your site at the top of the search results for the long term.

Step 10: Website Analytics 

How do we know when your site is optimized and that your SEO strategy is paying off? We look at the numbers.

By setting up website analytics, we’ll always have a clear snapshot of how much traffic is coming in, where it is coming from, and how users are interacting with your site. Seeing where your website lands in the search results can only tell us so much. We want to be sure that your site is generating real traffic and leads.

Website Analytics

When you work with us on your law firm SEO strategy, you can rest assured that we are putting your marketing budget to work. Don’t just take our word for it; you can always get a comprehensive report of your site analytics to see exactly how your site is performing.

Law Firm SEO Services

You’ve seen our process, now it’s time to see the results for yourself. We offer all of the SEO services your law firm needs to optimize your website, get more traffic, and get your phone ringing off the hook.

Our Services For Lawyers:

  • SEO audits
  • Content creation
  • Web development
  • GMB optimization
  • Review generation
  • Link building
  • Site speed optimization
  • Site security
  • Analytics
  • And more

Let’s get started. It’s time to take those 10 steps for your business.


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Google Maps logo

We have a proven SEO process to get your law firm into the Maps 3-Pack, so you can start generating more phone calls coming into your office.

Technical SEO

We make sure your website is mobile-friendly, and optimize page load speed as well as mobile speed.

Attorney Website SEO Audits

We do a deep-dive into your site to uncover everything that needs to be corrected and/or optimized. We even analyze the content on your website to look for opportunities to improve your rankings and conversions.