SEO for Lawyers: How Your Website Can Reach More Clients

Potential clients typically search for lawyers and law firms using search engines like Google. In most cases, only the top results are clicked. The higher your website appears in the search results, the more likely it is that a connection will be made between you and new clients.

To achieve this, you need to regularly analyze and optimize your law firm’s website according to search engine requirements. Here’s how you can do it and what to pay attention to.

Advantages of Search Engine Optimization: Lawyers at the Top of Google

In order for those seeking advice to find a law firm’s website on search engines like Google, Bing, or Yahoo, it must appear prominently in the search results. There are two types of result categories: organic results and paid ads.

Running paid ads is part of search engine advertising (SEA). This involves bidding for desired search terms in an auction process. Costs increase with rising competition, and unless another billing model is selected, payment is required for each ad click. Internet users often perceive these paid search results due to their labeling as advertisements and tend to consciously avoid clicking on them.

A more cost-effective, sustainable, and effective approach is to rank in the organic results—those that appear in search engines based on relevance rather than payment. To achieve this, search engine optimization (SEO) is needed. This process optimizes law firm websites to meet the requirements of search engines. The goal is to rank on the first page of search results for relevant search terms (known as keywords). This is essential since, typically, very few internet users click on the second page.

Why is SEO interesting for lawyers?

SEO for lawyers offers a variety of benefits:

• Successful positioning in the online competition for clients
• High visibility as a legal expert
• Good ranking for a wide range of topic-relevant keywords
• Utilization of large search volumes
• More contacts with potential clients
• Increasing recognition

However, it is important to note that advertising restrictions for lawyers also apply within the framework of search engine optimization. You can read more about these restrictions in our guide on advertising as a lawyer.

All measures contribute to improving your ranking in search results.

Optimize your law firm’s website both in content and structure with SEO.
On-page SEO includes all actions that influence the content and thematic structure of a website. To practice SEO as a lawyer, it is advisable to follow these three steps:

1. How do I conduct keyword research?

Keywords are the terms that internet users search for online, such as "lawyer Lexington." Knowing these keywords is essential for on-page SEO. Therefore, the first step is to identify the search intentions of potential clients. This is done through keyword research. With Yazo keyword planner you can gain insights into:

• The most commonly used search terms regarding lawyers and legal topics.
• Alternative search terms (known as long-tail or niche keywords).
• The search volume for lawyers or their qualifications and areas of law.
• The competition for each keyword.
• The frequency of keywords in competitors' texts.

Start by checking how users currently find your website, for example, through Google or social media. Then plan which keywords you want your website to rank for in the future. Free keyword tools, such as Google Ads Keyword Planner, can be used for this research. However, specialized tools like Yazo are much better. After the research, move on to the second step of on-page optimization.

2. How do I structure my law firm’s website?

Once you have your list of desired keywords, it is advisable to cluster the search terms by topic. This will serve as the basis for structuring future content.

For each main keyword, such as the areas of expertise of a law firm, and for each secondary keyword, an independent piece of content should be created. The subtopics should reference the main topics and other relevant subtopics through internal linking. Relevant thematic labels are useful; avoid phrases like "click here" or "more information."

The topic clusters and internal links ensure that users can easily navigate the law firm’s website, enhancing the user experience. This, in turn, increases the likelihood that search engines will evaluate your website more favorably.

3. How do I create high-quality content?

Having a website alone is not sufficient for a good ranking in search results. Besides its technical design, the content—referred to as "content"—is crucial. This includes texts and all types of media, such as videos, images, and audio.

The aim is to create added value and consider the interests of those seeking advice. It is important to incorporate the keywords from step 1 of on-page optimization. These should be used naturally in headings, text, image captions, and link texts, ensuring that the flow of reading is not disrupted.

Also, ensure that content is published only in one place on the web. By regularly publishing current and relevant text content, the positioning of your website will be sustainably improved.

Make Your Law Firm Website Known Online with SEO

To increase visibility on Google, Off-Page SEO is a great option for lawyers. This involves other websites linking to your law firm’s website. This has two advantages: internet users can find a lawyer from other sources, and Google evaluates the website more favorably. However, it is essential that the linking website is reputable and relevant to the topic. Ideally, it should be a locally well-ranking site.

Lawyers have limited influence over external links. While they can request to be linked from other websites, this can be tedious and often not very successful.

Use Local SEO for Greater Visibility in Your Area

Internet users often search for lawyers and law firms nearby. This means Local SEO is particularly important for lawyers. It is crucial to rank high in search results for individuals seeking legal help from the surrounding area.

To achieve this, you can combine the previously identified keywords with local terms such as the law firm's location, district, or other site-specific details. Above all, ensure that website visitors can easily find your contact information.

Ensure technical security and user-friendliness

Internet users and search engines value current and secure websites. Therefore, technical SEO is essential for a good ranking in search results. First, a technically secure foundation should be established.

The most important points here are an up-to-date customer relationship management system (CRM), a current SSL certificate, and protocols, as well as regular updates. Additionally, optimized display on mobile devices and fast loading times are essential for good rankings. You can find further technical SEO measures in the guide on law firm websites.

Why is regular website analysis important?

The competition for the top spots on Google is an ongoing process. This means that SEO for lawyers is not a one-time event. To keep up with competitors and consistently appear at the top of search results, it is advisable to regularly repeat various SEO measures. It helps to gain an overview of developments using analytical tools.

Also, keep in mind that not every measure shows immediate results or is the right one. The trial-and-error principle applies here.

So, is an expert needed for SEO? SEO is the most effective way to achieve high rankings in search engines. You decide whether you want to:

• Conduct SEO yourself,
• Get support from an expert, or
• Hire an SEO company.

Doing SEO yourself is possible but comes with significant time and effort for lawyers. Additionally, you may lack the technical know-how. For this reason, it is recommended to use tools like Yazo to speed up the process

If your website is technically outdated and has never been optimized for SEO, it is advisable to engage an agency. In this case, SEO experts can create a solid foundation for the future. Afterwards, you have the option to take on SEO tasks yourself or with support.

Conclusion

In conclusion, implementing effective SEO strategies is essential for lawyers looking to enhance their online presence and attract more clients. By optimizing website content, utilizing local SEO techniques, and maintaining an active online reputation, legal professionals can significantly improve their visibility in search engine results.

As the legal landscape continues to evolve, staying ahead of the competition through a well-rounded SEO approach is not just advantageous—it's crucial for long-term success. Embracing these digital marketing tools will enable lawyers to connect with potential clients more effectively, ultimately leading to increased business opportunities and growth in their practice.