Blog Post Background Image

Mastering Technical SEO for Law Firm Websites

by Julie Lorson • April 2nd, 2024 • SEO | Blog

In the legal field, an online presence is vital for reaching clients and establishing credibility. But even the most informative content can be overlooked if your website doesn’t meet technical search engine optimization (SEO) standards. Technical SEO is the backbone of your site’s relationships with search engines and can markedly improve your visibility online. This blog post will outline actionable steps law firms, lawyers, and legal marketers can adopt to ensure their website’s technical SEO is up to par.

Understand Technical SEO

Technical SEO refers to optimizing a website’s infrastructure so that search engines can crawl, interpret, and index the content effectively. For legal websites, this means ensuring that your site functions flawlessly and presents information in a way that meets search engines’ complex algorithms.

1. Starting with a Solid Foundation: SSL and Website Structure

SSL Certification

Secure your website with an SSL certificate (https://). This not only protects users’ personal information but also encourages Google to view your site favorably.

Website Structure

Organize your website logically. Make sure it has a clear hierarchy and simple navigation. This makes it easier for both users and search engine crawlers to find and understand your content.

2. Speed is Key: Optimizing Page Load Times

Google emphasizes page speed as a ranking factor, which means slow-loading pages are likely to be penalized.

Tools: Utilize resources like Google’s PageSpeed Insights to evaluate and improve the load time of your pages.

Best Practices: Minimize unnecessary code, optimize images, and consider a content delivery network (CDN) to speed up delivery times for users around the world.

3. Mobile-First Approach

With the majority of searches occurring on mobile devices, Google’s shift to mobile-first indexing means that the mobile version of your site needs to be as optimized as your desktop version.

Responsive Design: Ensure your website is responsive or has an equivalent mobile version that presents content uniformly.

4. Aid the Crawlers: Sitemap and Robots.txt


Create a sitemap.xml file listing all your website’s pages to guide search engine bots through your site.

Robots.txt File:

The robots.txt file instructs search engine bots on what they should and should not index. Use it wisely to prevent the indexing of duplicated pages or administrative areas.

5. On-Page Factors: Schema Markup for Legal Content

Leverage schema markup to give search engines more context about the content. For legal websites, implement the LegalService schema on pages about your services to help them stand out in search results with rich snippets.

6. Eliminate Duplicate Content

Use canonical tags to signal which versions of similar or duplicate content pages search engines should prioritize. This avoids self-competition and potential penalties for duplicate content.

7. Incorporate Secure and Accessible URLs

Ensure your URLs are easy to read, brief, and feature targeted keywords relevant to your legal expertise. Simple, descriptive URLs enhance user experience and reinforce your content’s relevance to search engines.

8. Content Quality and Keyword Optimization

At the end of the day, content is paramount. Create high-quality, engaging content that uses relevant legal terms that your potential clients might be searching for.

Quality over Quantity: Aim to be informative, and ensure that each page meticulously serves a specific user intent rather than being a container for keywords.


Technical SEO is not a set-it-and-forget-it affair. It requires ongoing monitoring and adjustments as search engine algorithms evolve and web standards change. Employ analytical tools like Google Analytics and Google Search Console to track website performance and user behavior. Regularly audit your site to identify and fix technical issues that may arise over time.

For law firms and legal practitioners looking to edge out the competition online, a strong technical SEO foundation is non-negotiable. By following the guidelines laid out above, you can ensure that your legal website is well-equipped to rise through the search engine ranks, connect with potential clients, and establish your firm as a trustworthy authority in the legal landscape.Are you unsure how to improve your law firm’s SEO strategy? We can help. We’ve helped many law firms build out and implement robust SEO strategies that improve rankings. Contact us today for a free consultation to get started.


Let’s get started, and finished

Contact us to get started on your Technology Strength Scorecard and energize your business development process.

Contact Us