Law Firm SEOEven the best content won’t do you much good if no one can find it. That’s why SEO is an increasingly important part of any law firm’s digital strategy. Any content that you create needs to be designed with optimization in mind, so that you can reach an audience that is relevant and seeking the information that you can provide. Sometimes the term “SEO” can be intimidating, but it need not be. Here are 15 tactics that are not too technical – which means you can do them yourself, asap.

1. Understand a whole SERP strategy

An entire SERP strategy will analyze the keywords you are targeting and provide a roadmap for creating content. Look at featured snippets and who is ranking for them, as well as who is ranking at the top of the page on search results. You may be able to determine what opportunities are available. 

2. Remember E-A-T

The qualities of expertise, authoritativeness and trustworthiness make great content. Google states that your site as a whole needs to demonstrate these traits.

3. Keep ‘Page Experience’ in mind

User experience has always been at the heart of good SEO. But this year, Google announced that page experience signals would be included in Google Search rankings. Page experience will rollout as a new ranking signal sometime in the summer. For now, check out Google Search Console’s new Page Experience Report to evaluate your performance and prepare for any improvements that’ll need to be made by then.

4. Consolidate webpages

If you have multiple web pages around one topic, try combining them into one more authoritative resource. In a lot of cases, one long article on a website will gain more traction in search results than several shorter pieces which are not connected. Using a 301 Redirect will help you to do this properly. 

5. Create evergreen content

Almost any page can be refreshed with updated and more timely content. You want to keep the original URL (so that you preserve the link equity) but update the copy within. Create a list of content to update, starting with the top-performing pages. 

6. Fix duplicate content

Remember that duplicate content hurts your law firm’s SEO. Having pages that are too similar will cause some of them to be filtered from results. Even if you don’t get a penalty, duplicate content will result in lower perceived quality and a diluted page rank. That’s too bad because it’s an easy problem to fix. Identify which pages could be causing problems, prioritize and consolidate them. 

7. Optimize meta information

The title tag and meta description tag are what tell search engines what the page is about. Almost without fail, if your title tag does not contain the query’s keyword(s) or synonyms, the page will not rank. Use your targeted keyword in both places. 

8. Look at word count

All content is not created equal, and knowing a web page’s target word count based on the other top ranking pages means you won’t end up writing 2,000 words when only 750 will do. Use third-party tools to identify top-ranking pages and their word counts so you can compete. 

9. Know the readability score

Google checks your page’s quality against others competing for the same keywords. It’s important to write for your unique audience and match your reading level to theirs. For example, on a very technical aspect of legal proceedings, you can write at a higher reading level. 

10. Keyword optimization

This tactic is basically at the heart of all SEO techniques. Keyword optimization (also known as keyword research) is the act of researching, analyzing and selecting the best keywords to target to drive qualified traffic from search engines to your law firm’s website.

11. Structured data

This clarifies to search engines what the content on your web page is about, whether the information is an event, a person, a place or something else. It’s helpful for eliminating ambiguity when a word can mean more than one thing.

12. Optimize images

Most people know about optimizing for keywords, but they don’t always take the time to do so for images. Remember best practices for labeling the graphics you use on your pages. 

13. Optimize for featured snippets

Featured snippets dominate the SERPs, give you tons of exposure, and keep your website far above the fold. Plus, they’ll boost your law firm’s credibility quicker than any other method. In order to rank as a featured snippet, you need to create content in such a way that it directly answers a user’s inquiry in the form of a question. For more tips, check out our past blog post, Repurposing Law Firm Content for Featured Snippets

14. Reference an industry leader

Doing so makes your content more likely to be viewed as credible, more likely to be shared, and more likely to result in additional links – which are all helpful for viewership in general. 

15. Collaborate on content

You can create a larger audience by working alongside another expert on content. That will equal more links and more traffic to your website. 


Even great content can get lost in a sea of material due to today’s dense digital environment. SEO is essential to your law firm getting found by the people most likely to use your services. Content creation and SEO go hand-in-hand, but that doesn’t mean you need to recreate the wheel. Start with these 15 tactics, and if you need additional help, follow our blog for fresh ideas or reach out to our experts with specific questions. 

If you need assistance developing a comprehensive SEO strategy that will improve your search visibility and increase the number of visitors to your firm’s website, contact us for help.