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How to Audit a Law Firm Website for SEO

by Julie Lorson • February 21st, 2024 • Search Engine Marketing, SEO | Blog

For many law firms, the challenge of standing out in the fierce online legal landscape is real and pressing. A well-conducted Search Engine Optimization (SEO) audit can serve as your firm’s compass to navigate and outshine in the competitive legal market. This blog sheds light on optimizing your law practice’s online visibility, driving more traffic to your website, and ultimately, winning more clients.

Importance of SEO for Law Firms

In the same way that lawyers champion the cause for their clients, consider SEO your silent ally in the digital marketing field. Effective SEO strategies can dramatically improve your firm’s online presence, making it easier for potential clients to find you. With a blend of technical compliance, keyword optimization, and content marketing, SEO translates into higher search rankings and increased credibility.

Related: The Law Firm Guide to Content Marketing

Benefits of Conducting an SEO Audit

An SEO audit analyzes how well your website aligns with best practices. By identifying both the strengths and gaps in your online presence, the audit provides a clear action plan for improvements. An audit can reveal issues that prevent search engines from understanding and ranking your site effectively, such as broken links, duplicate content, or slow loading times.

Step 1: Keyword Research

Identifying relevant keywords for law firms is fundamental. As a lawyer, you’ll want to target phrases that prospective clients use when searching for legal services. This could range from general terms like “criminal defense attorney” to more specific queries such as “DUI lawyer in [City].” Utilizing tools like Google’s Keyword Planner, SEMrush, or Ahrefs can inform your keyword strategy and content creation.

Step 2: On-Page SEO Audit

Assessing on-page elements is vital. Quality content that answers common legal queries will engage readers and boost relevancy. Check that your title tags and meta descriptions include service-related keywords while remaining informative and concise. URLs should be clear and structured, and strategic use of internal linking can guide visitors through your site. Don’t overlook image optimization; images with correct file names and alt text contribute to accessibility and SEO.

Step 3: Technical SEO Audit

Technical SEO elements ensure that your site is easy for search engine crawlers to explore and index. Site speed impacts rankings and user experience, so use tools like Google PageSpeed Insights for performance insights. Check your site’s mobile-friendliness, as a significant portion of users will access your services via smartphones. Verify that your URL structures are consistent and set up proper redirects where necessary. Ensure that you have a clean XML sitemap and that your robots.txt file accurately communicates crawl directives to search engines.

Step 4: Local SEO Audit

For law firms, local SEO is crucial as many clients are looking for services within a specific geographic area. Make sure your Google My Business listing is claimed, accurate, and optimized. Local directory citations must be consistent in name, address, and phone number. Additionally, encourage satisfied clients to leave positive reviews and ratings – a direct influence on local rankings.

Step 5: Backlink Analysis

Backlinks are endorsements of your site’s authority. Evaluate the quality and relevance of your backlinks. Secure more high-quality, industry-related links to bolster your credibility and reinforce your site’s topic. Remember, it’s about quality, not just quantity.

Step 6: Competitor Analysis

Understanding the competitive landscape can offer insights into effective tactics and missed opportunities. Identify SEO strategies of competing law firms, analyzing aspects such as their keyword targeting, content, backlinks, and online reputation. Learn from both their successes and shortcomings to sharpen your own strategies.


SEO audits are an important component of keeping your law firm’s SEO strategy up to date. Every year, search engine criteria and ranking factors change so it’s important to stay up-to-date on the ways in which your website is affected. If your website isn’t properly optimized for search, you’re missing out on a significant amount of search engine traffic, as well as attention from prospective clients.

SEO is not a one-time effort but an ongoing practice. As the legal industry evolves and search engine algorithms change, so must your SEO tactics. Keep refining and optimizing your website with the audience in mind, always adhering to the highest standards of your profession, both offline and online. 

Related: SEO for Law Firm Websites

Contact us today if you need assistance developing a comprehensive SEO audit & strategy that will improve your search visibility and increase the number of visitors to your firm’s website.


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