Aug 2, 2023

Winning at Law: Mastering Attorney SEO Tactics

Suman Samal, Asst. Marketing Manager
Suman Samal
Winning at Law: Mastering Attorney SEO Tactics
Suman Samal, Asst. Marketing Manager
Suman Samal
Aug 2, 2023

Winning at Law: Mastering Attorney SEO Tactics

Unlock the power of Attorney SEO and elevate your law firm's online presence with strategic techniques and insights. Discover the key to success today.
Winning at Law: Mastering Attorney SEO Tactics

Table of contents

The legal industry is fiercely competitive, and with 17% of people searching for lawyers through search engines online, SEO for attorneys has become an absolute necessity.

However, effective SEO requires a combination of techniques that make your website stand out from others in the crowded digital marketplace. By mastering attorney SEO tactics, you can ensure that potential searchers find your firm when they Google search for relevant keywords. 

This article will provide insightful tips and best practices on how to optimize your online presence by creating compelling content, developing effective keyword strategies, building quality links, leveraging social media platforms effectively, and monitoring your website's metrics to identify areas for improvement. 

With these legal marketing tactics, you'll be well-equipped to win at law by enhancing visibility and boosting conversions through organic traffic growth. So buckle up as we take an exciting journey into mastering search engine optimization for attorneys!

Introduction to Attorney SEO

If you're an attorney looking to grow your practice and expand your client base through digital marketing, mastering law firm SEO tactics is necessary. 

The acronym SEO is for Search Engine Optimization, which refers to optimizing your online website to make it rank at the top of search engine result pages so that your users can quickly locate it. 

The higher up on the SERPs your website appears, the more likely the people will click on it. The more clicks you get, the more potential clients you could have. Let’s understand in detail search engine optimization for attorneys and its key benefits: 

What is Attorney SEO?

Attorney SEO involves optimizing a law firm's website and online content with targeted keywords and phrases related to their area of practice. This is done to help potential clients looking for legal services through Google or Bing search engines to find your law firm’s website among the top search results. This process requires careful research and planning as it involves understanding what terms people use when searching for specific legal services.

Benefits of Attorney SEO

By implementing the best SEO for attorneys, law firms can enjoy a range of advantages that contribute to their growth and success. They can also take the services of SEO companies dedicated to law firms. Let's explore these benefits in more detail, highlighting how attorney SEO can make a substantial difference.

1. Increased online visibility: Search engine optimization for attorneys helps lawyers optimize their websites, so they can be made more visible to prospective clients looking for legal services online on search engines like Google. This increased visibility can lead to more website visits and inquiries, ultimately translating into more clients for the law firm.

2. Targeted traffic: With attorney SEO strategy, law firm websites can target specific keywords and phrases relevant to their legal services. And when they rank higher in SERPs for these keywords, they can attract targeted traffic from individuals who are actively seeking legal representation, thereby increasing the chances of converting them into clients.

3. Improved credibility and reputation: Ranking well on search engines increases a law firm's visibility and enhances its credibility and reputation. High search rankings suggest to potential clients that the firm is reputable and trustworthy, as search engines generally prioritize websites that offer quality content and have a robust online presence.

4. Cost-effective marketing strategy: Compared to traditional forms of content marketing like TV or print advertising, attorney SEO can be much more cost-effective. By targeting online users who are already interested in legal services, law firms can save money and boost their ROI by specifically reaching out to their potential client base, in the place of targeting each and every internet user and hoping to sell their services effectively. 

5. Long-term results: Attorney SEO is an investment in the long-term success of a law firm. Once a website is optimized and starts ranking well, it has the potential to continue generating organic traffic and attracting new clients for months or even years to come. This means that the benefits of attorney SEO can be ongoing and provide a consistent source of new business for law firms.

Understanding Google Ranking Factors

Search engines have a complex SEO algorithm to determine the relevance and ranking of different websites in organic search results. This algorithm considers various factors to evaluate the relevance and authority of web pages. 

Here are the top Google ranking factors you should consider for attorney search engine optimization: 

Keywords and Their Importance

Keywords are an essential component of search engine optimization for attorneys and law firms. 

Keywords of any web page have a prominent role in determining its relevance in Google’s search results and user’s search queries. Whenever a user looks for a specific keyword or phrase online, search engines aim to deliver the most relevant result based on what the user is looking for and what’s available in its content database. 

Optimizing your law firm's website with appropriate keywords can significantly enhance its likelihood of securing a top-ranking position on search engine results pages (SERPs). Implementing this strategic approach enhances your website's visibility, enabling potential clients to easily find your legal services when they conduct online searches. As a result, you'll experience an influx of organic traffic, ultimately boosting the likelihood of attracting valuable leads.

To effectively utilize keywords for attorney SEO, it's important to conduct thorough research to identify the most popular and relevant keywords in the legal industry. Keyword research tools like Scalenut Keyword Planner can assist you with finding and analyzing keywords with high search volume and low competition.

Content Optimization

Content optimization is crucial for improving Google rankings, especially regarding attorney SEO. When targeting lawyers and law firms specifically, it's essential to create high-quality content that is informative and tailored to their needs and interests.

Content optimization plays a crucial role in enhancing the visibility of your website to search engines and boosting its ranking in relevant search results. By implementing effective optimization techniques, your content becomes more easily understandable to search engine algorithms, enabling them to accurately interpret and classify the information present on your website.

Bounce Rate and Dwell Time Metrics

Bounce rate is an important element of technical SEO that refers to the percentage of users who visit your website but leave without interacting on any other pages. A high bounce rate indicates that visitors are not finding what they are looking for or are not engaged with your content. For lawyers and law firms, a high bounce rate can be detrimental as it may suggest that your website lacks relevant information or fails to address the needs of potential clients.

Dwell time, conversely, gauges the length of time a visitor remains on your website before going back to the search results page. This metric holds significant importance as it indicates to search engines that your website offers valuable and pertinent content to users.

On-page SEO Techniques for Attorneys

When it comes to on-page SEO techniques for attorneys, implementing the best SEO practices is crucial to optimize your website and enhancing your search engine rankings. Within this realm, one strategy that stands out is employing the best SEO for attorneys to drive visibility and attract potential clients. Here are some key techniques to consider:

Meta Tags

Meta tag are an important aspect of on-page SEO optimization for attorneys. These HTML tags provide search engines with information about your website's content, helping them to better understand and categorize it.

Title Tag

The title tag is undeniably one of the most crucial meta tags for your webpage. It serves as the clickable headline in search engine results, making it an essential element to optimize. Its primary purpose is to concisely and accurately describe the content of your page. In addition to being informative and descriptive, it is highly recommended to include relevant keywords within the title tag. By doing so, you ensure that your webpage is more likely to be found by users who are searching for those specific keywords.

Meta Description

Another vital meta tag is the meta descriptions tag, which summarises what users can expect to find on your page. This helps potential clients determine whether or not they want to click through to your site from their search results.

Header Tags

In addition to these two primary meta tags, other ones can help improve your attorney SEO efforts, such as header tags (H1-H6), image alt text tags and canonical tags.

It's essential that you include accurate and descriptive meta tags throughout all pages on your website for optimal visibility in search engine results pages (SERPs).

Quality Content Creation

Quality content creation is indeed crucial for attorney SEO, especially for lawyers and law firms looking to enhance their internet presence and attract potential clients. By offering valuable and informative content around legal advice, attorneys can establish themselves as authoritative figures in their respective legal fields and increase their visibility in search engine results. 

Here are some specific SEO tips for lawyers and law firms when it comes to quality content creation for attorney SEO.

1. Identify your target audience: Before creating content, it's essential to define your target audience. Consider the type of clients you want to attract and the legal topics that are relevant to them. By understanding their needs and concerns, you can tailor your content to address their specific questions and provide valuable solutions.

2. Focus on educational and informative content: Lawyers should aim to create content that educates and informs their audience about various legal topics. This could include articles, blog posts, FAQs, videos, or even podcasts. By sharing expertise and industry insights, you can demonstrate your knowledge and build credibility with potential clients.

3. Stay up to date with legal trends and developments: The legal landscape is constantly evolving, so it's important to stay updated on the latest trends and legal developments in your practice area. Creating content related to recent changes in legislation or landmark court cases can help position you as an authority in your field and attract users searching for information on these topics.

4. Make your content easily readable and accessible: To cater to users who primarily access your content through mobile devices, it is crucial to adopt a responsive design approach for your website. By doing so, you can ensure that your website's layout adjusts seamlessly to different screen sizes, enhancing the user experience. In terms of content readability, it's essential to break up large chunks of text into smaller, more digestible sections. 

Using subheadings, bullet points, and paragraphs not only enhances the visual appeal but also improves the overall readability of your content on smaller screens. Lastly, optimizing your website's loading speed is paramount in providing a smooth browsing experience for mobile users. By minimizing unnecessary elements, compressing images, and employing caching techniques, you can significantly enhance your website's performance and ensure speedy page load times.

5. Incorporate multimedia elements: To make your content more engaging and visually appealing, consider incorporating multimedia elements such as images, infographics, charts, or videos. These can help break up the text and make your content more shareable on social media platforms, increasing its reach and potential for generating backlinks.

Off-page SEO Techniques for Attorneys

Off-page SEO techniques are equally important to on-page optimization. It's all about building your website's reputation and authority, which can lead to higher rankings in search results. Here are some important off-page SEO factors that you need to consider while doing lawyer SEO for your law firm: 

Importance of Backlinks

Backlinks are external links on other websites that redirect toward your website. Search engines perceive backlinks as votes of confidence and credibility, leading to improved rankings. For attorneys, acquiring high-quality backlinks can establish expertise and trustworthiness in the legal field. Here's why backlinks are crucial:

1. Increased Authority: Gaining backlinks from authoritative legal websites or government institutions signals to search engines that your website is a reliable source of legal information, boosting your domain authority.

2. Enhanced Visibility: Backlinks on reputable websites drive referral traffic to your site, exposing your legal services to a wider audience. This increased visibility can lead to potential clients discovering your practice.

Link Building Strategies

Implementing well-planned link-building strategies is essential to harness the power of backlinks effectively. Here are a few strategies tailored to attorneys' SEO needs:

Collaborate with other attorneys: Build relationships with other reputable attorneys in complementary practice areas and explore opportunities for cross-linking. For example, if you specialize in family law, you could partner with a real estate attorney and exchange links between your websites.

Create valuable legal resources: Develop high-quality content such as legal guides, ebooks, or whitepapers that address common legal questions or concerns. Share these resources on your website and promote them through social media and email marketing campaigns to attract natural backlinks from interested parties.

Scholarship programs: Consider establishing a scholarship program for law students and promote it on your website. Many universities and colleges have scholarship resource pages where they list external scholarships. Reach out to these institutions and request they include a link to your scholarship page, generating valuable backlinks.

Monitor mentions of your law firm: Use tools like Google Alerts or Mention to keep track of online mentions of your law firm or individual attorneys. If someone mentions your firm without including a link, reach out to them and ask if they would consider adding a link to your website for proper attribution.

Engage in social media networking: Actively participate in legal forums, communities, and social media platforms where attorneys and potential clients discuss legal topics. Share your expertise, answer questions, and provide helpful insights. Over time, this can lead to networking opportunities and the potential for others to link back to your website.

Guest Blogging Techniques

Guest blogging is an effective off-page SEO technique that allows attorneys to establish authority, build brand awareness, and earn quality backlinks. Here are a few techniques to maximize the benefits of guest blogging:

1. Research Relevant Legal Publications: Find legal publications that cater to your target audience and have high domain authority. Submit well-researched, informative guest posts that provide value to their readers and rank on the first page of Google.

2. Craft Engaging and Original Content: Focus on providing unique insights, expert opinions, and actionable advice within your guest blog posts. Engage readers by addressing common legal concerns or discussing emerging trends in your practice area.

3. Include Authoritative Backlinks: Strategically incorporate backlinks to relevant pages on your website within your guest posts. It drives traffic and improves your site's search engine rankings.

Local SEO Tactics for Attorneys

When it comes to local SEO for attorneys, there are a few tactics that can help your law firm get noticed by potential clients in your area, such as: 

Setting Up Google My Business (GMB)

Setting up a Google My Business (GMB) profile is crucial for law firms looking to establish a strong online presence and boost their local search engine optimization (SEO) efforts. Here's a step-by-step guide on how to set up your GMB profile specifically tailored for law firms:

1. Claim and Verify Your GMB Listing

Start by claiming your law firm's GMB listing if it already exists, or create a new one. Verify your ownership with Google through phone, mail, or email verification.

2. Optimize Your Business Information

Enter accurate and consistent details about your law firm, including name, address, phone number (NAP), and website URL. After this, select the appropriate category, such as "law firm" or "attorney," to help Google understand your business. 

Add a unique and compelling business description highlighting your specialization and expertise. Don’t forget to upload high-quality images of your law firm's office, attorneys, and team.

3. Provide the Correct Location of Law Firm's GMB Profile

Specify your service area by choosing either specific cities or regions where you offer legal services. Ensure the accuracy of your map pin location to provide accurate directions to potential clients.

4. Encourage Client Reviews

Reviews are crucial for GMB profiles. Encourage satisfied clients to leave reviews on your profile. Also, respond promptly and professionally to all reviews, both positive and negative.

An image showing an updated GMB profile of a law firm. 

Here’s a perfect example of a thoroughly updated GMB listing of a law firm. They have updated all their contact information, operating hours, phone number, website and location in their Google Business profile. 

Local Directories for Attorneys

Local directories for attorneys can be valuable for improving local SEO for law firms. These directories are online platforms specifically designed to help people find and connect with local attorneys in their area, and they play a crucial role in boosting a law firm's online presence. Here are some concrete details to consider regarding local directories for attorneys and their impact on local SEO tactics:

Top Local Directories for Attorneys: Some popular local directories focusing on attorney listings include Avvo, FindLaw, Justia,, and Martindale-Hubbell. These directories have high domain authority and can enhance a law firm's online presence.

Optimizing Directory Listings: When listing your law firm in local directories, optimising the profile is important. Provide accurate and complete information, including the firm's name, address, phone number (NAP), website URL, and practice areas. Ensure consistency across all directories to avoid confusing search engines and potential clients.

Reviews and Ratings: Encourage clients to leave reviews and ratings on your law firm's directory listings. Positive reviews can significantly enhance your firm's reputation and visibility in search results.

Citations and Backlinks: Local directories provide opportunities to build citations and backlinks, which are crucial for local SEO. A citation is a mention of your law firm's NAP information on other websites, while backlinks are links from external websites pointing to your law firm's website. Both citations and backlinks signal to search engines that your law firm is reputable and relevant.

Niche Legal Directories: Besides general directories, consider listing your law firm in niche legal directories that focus on specific practice areas. This can help you target specific client demographics and increase visibility among relevant audiences.

Monitor and Update Listings: Regularly monitor your law firm's directory listings to ensure the information remains up to date. If you relocate, change phone numbers, or update your website, promptly update the information on all directories.

User Experience

User experience (UX) plays a crucial role in Attorney SEO, as it directly affects how potential clients interact with your law firm's website. Optimizing UX ensures visitors have an enjoyable and seamless experience, increasing the chances of converting them into leads or clients. When considering UX for Attorney SEO, there are three key aspects to focus on: Core Web Vitals, Mobile-Friendliness, and HTTPS implementation.

Core Web Vitals

Core Web Vitals refer to specific metrics that measure the overall user experience on a website. For attorneys and law firms, here are some essential tips related to Core Web Vitals:

Page Speed: Ensure that your website loads quickly. Users seeking legal counsel appreciate fast-loading pages. Compressing images, minimizing server response time, and leveraging browser caching are effective ways to enhance page speed.

Visual Stability: Avoid unexpected layout shifts (content moving around) during page load. This can frustrate visitors and negatively impact their browsing experience. Carefully optimize the elements' placement to maintain visual stability.


Given the prevalence of mobile device usage, having a mobile-friendly website is crucial for attorney SEO. Here are some important considerations:

Responsive Design: Adopt a responsive web design, ensuring that your law firm website content adapts fluidly to various screen sizes. This helps deliver an optimal user experience across different devices.

Navigation: Simplify your website's navigation menu for mobile users. Use clear and concise labels, and implement a hamburger menu if necessary. Pay attention to touch targets, keeping them large enough for easy interaction.

Content Optimization: Optimize your content for mobile consumption. Use concise paragraphs, bullet points, and subheadings to make it easier for users to skim through and find relevant information quickly.


Implementing HTTPS (Hypertext Transfer Protocol Secure) is essential for search engine optimization of attorney websites and building trust with potential clients. Here's what lawyers and law firms should consider:

Security and Privacy: Using HTTPS ensures that the communication between your website and users is secure, protecting their sensitive information. This is particularly important in the legal industry, where privacy and confidentiality are paramount.

Trustworthiness: A website with an HTTPS connection displays a padlock icon in the browser's address bar, indicating to visitors that your site is safe to browse. This instils confidence and trust, encouraging potential clients to interact with your site more freely.

SEO Benefits: Google considers HTTPS as a ranking signal, meaning that websites with SSL certificates tend to rank higher in search results. This can positively impact your attorney's SEO efforts and increase organic traffic to your website.

Measuring Attorney Search Engine Optimization Success

It is highly important to measure the effectiveness of your SEO efforts to ensure tangible results. One powerful tool for tracking and analyzing your website's performance is Google Analytics.

Google Analytics and its Benefits

Google Analytics provides a comprehensive overview of your website's performance metrics, including traffic sources, user behavior, bounce rates, and more. You can track the number of visitors, their demographics, and geographic locations, allowing you to understand the effectiveness of your SEO strategies.

Here are some benefits of Google Analytics for attorney SEO success:

Keyword Insights: By integrating Google Analytics with other SEO tools, you can gain valuable insights into the keywords driving organic traffic to your website. This helps you optimize your content and target specific keywords to attract potential clients.

User Behavior Analysis: Google Analytics offers detailed information about how users interact with your website. You can analyze the pages they visit, the time spent on each page, and whether they convert into clients or remain a lead. This data is crucial for refining your website design, navigation, and content to enhance the user experience and improve conversion rates.

Goal Tracking: With Google Analytics, attorneys can set up goals to measure conversions, such as form submissions, email sign-ups, or phone calls. By tracking these goals, you can assess the effectiveness of your SEO efforts and make data-driven decisions to optimize your website for better results.

Setting Up Conversion Tracking

1. Create a Google Analytics Account: Visit and create an account. Follow the step-by-step instructions to set up a property and obtain your tracking code.

2. Install the Tracking Code: Insert the tracking code snippet generated by Google Analytics into the header or footer of your website's HTML code. This code allows Google Analytics to record visitor data and track their interactions on your website.

3. Define Goals: In your Google Analytics account, navigate to the "Admin" section and select the desired property. Under the "View" column, click on "Goals" and then "+ New Goal." Name your goal, choose a relevant template, and configure the details based on your conversion objectives.

4. Implement Conversion Tracking: Depending on the type of goal you've set, implement the necessary tracking code or event tracking on your website. For example, if your goal is to track form submissions, you need to add event tracking code to the 'submit' button.

5. Testing and Monitoring: After implementing conversion tracking, thoroughly test your website to ensure it is working as intended. Monitor the data in your Google Analytics account regularly to track the performance of your conversions and make necessary adjustments to improve results.

Common Attorney SEO Mistakes to Avoid

When it comes to attorney SEO, one of the most critical aspects is optimizing your online presence to enhance visibility. However, many lawyers unknowingly make common mistakes that hinder their chances of success. To ensure you achieve the best attorney SEO results, it is essential to avoid these pitfalls.

  • One of the biggest attorney SEO mistakes is not optimising for local search terms. If you're a lawyer in Los Angeles, but your website doesn't mention "Los Angeles" anywhere, how will Google know where to rank you in local searches? 
  • Avoid keyword stuffing - using the exact keywords over and over again on your law firm’s site can hurt your rankings rather than helping them.
  • Another attorney SEO mistake is failing to create high-quality content that's relevant to potential clients. Your website should contain informative blog posts, case studies, and other content demonstrating your knowledge and expertise as an attorney. 
  • Finally, don't forget about mobile optimization - more people are accessing websites via mobile devices these days, so if your site isn't optimized for smaller screens it could be turning prospective clients away. 

By avoiding these common mistakes and focusing on creating high-quality content with strategic use of keywords and local search optimization, you can help ensure that your law firm stays visible and accessible online.

How Can Scalenut Help You With SEO for Your Law Firm?

The attorney SEO tactics can improve your website's visibility, attract more organic traffic to it and convert your potential clients into customers. However, achieving this may not be easy as it requires a lot of effort and expertise. This is where Scalenut comes in to help you with your law firm's SEO needs.

Scalenut is an AI powered SEO and content marketing platform that helps you to get organic visibility and build a sustainable brand. It offers a comprehensive content suite to help you manage your entire content planning and production. Here are some popular SEO tools that Scalenut offers:

Scalenut Keyword Planner: This tool allows you to perform keyword research specific to your law firm's niche and target grography. By entering relevant seed keyword, Scalenut generates a list of right keywords and their clusters that have the potential to attract more organic traffic and website visitors to your site. 

The Keyword Planner also provides data on search volume, CPC and relevance, helping you choose the most effective keywords for your content.

AI Cruise Mode Blog Writer: Scalenut's AI Cruise Mode Writer is an intelligent writing assistant. It can help you create engaging and SEO-friendly content for your law firm's blog, website pages, or articles. The tool generates well-structured, informative, and high-quality content pieces in your brand tone.

Scalenut Content Optimizer: With Scalenut’s Content Optimizer you can improve the performance of your existing content by following the on-page SEO recommendations provided. It will also help you to optimize your fresh content for search engines.

Mastering attorney SEO is vital if you want to succeed in today's competitive online world. So what is the wait for, sign up for a free 7-day trial with Scalenut today and take your attorney SEO game to the next level!

Suman Samal
Asst. Marketing Manager
ABout the AUTHOR
Suman Samal
Asst. Marketing Manager

Suman Samal is a Asst. Marketing Manager at Scalenut. She is a technology enthusiast with a keen interest in content marketing and SEO. She truly believes that with the right set of tools every organization can improve the ROI of their content marketing campaigns. She spends her time managing content operations at Scalenut and ensuring that everything we publish is of the highest quality.

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