SEO Tools for Law Firms

SEO tools for law firmsSearch engine optimization is one of the most important aspects of your law firm’s online presence. Like it or not, search engines play a huge role in determining how many people are going to find your website when they’re looking for your services. SEO should be a top priority to gain and maintain as good a position as possible in search results for keywords and phrases relevant to your law practice.

Like real estate, there are only three things that matter when it comes to SEO: location, location, and location.

A simple concept that is sometimes difficult to implement, SEO is not a “set it and forget it” kind of task. Search optimization is an ongoing process full of subtle changes and adjustments that can become overwhelming if you don’t have the right tools for the job.

With that in mind, we’d like to present you with a list of some of the best SEO tools for law firms to help both beginners and seasoned practitioners get the best results possible from their SEO efforts. Best of all, every single tool on this list is free to use.

Google PageSpeed Insights

What better place to start than with the global search authority itself?

Google’s PageSpeed Insights will give you an overview of how your site performs. The tool will analyze your site, score it on a scale of 0 to 100 and offer suggestions on how to fix any problems found. As the name suggests, the tool will analyze page loading speed and user experience.

You’ll get reports on how your site looks on both desktop browsers and mobile devices, giving you a perfect starting point for on-page optimizations.

Moz Local Listing Analysis

Local listings are extremely important for brick-and-mortar businesses like a law practice, which makes this tool from search engine authority invaluable. Just enter the name of your firm along with the zip code and the tool will search a variety of common local listing and review sites to let you know where you stand.

You’ll get instant results showing you which listings look good and which need your attention.

SEO Site Checkup

This free SEO tool will tell you absolutely everything you need to know about the technical aspects of your law firm’s website.

You’ll get a complete report that covers everything from HTML code to image optimization, keywords and more. The site also offers suggestions for fixing any problems it finds. This a great tool for finding those subtle “under the hood” problems that can have negative effects on search result rankings.

This handy keyword tool makes it easy to come up with valuable long tail variations for any keyword or phrase that your law firm might be targeting. Just put in the base keyword, and it will offer up to 750 suggestions for related search phrases.

Google & Bing Webmaster Tools

Both of the major search engines offer tools to show you what your site looks like to their spiders. Get instant information on what the search engines see, or don’t see, on your pages.

Once you’ve signed up, you’ll get alerts about problems with your site, bugs found in your site’s code, indexing issues and more. These tools will help you react quickly and make sure that any negative issues have a minimal impact on your law firm’s SEO results.

Open Site Explorer

Another great tool from the guys at, Open Site Explorer gives you a comprehensive look at other sites that are linking to your law practice. By periodically examining who is linking to your site, you can find new traffic building opportunities or spot potentially damaging links that could have a negative impact on your business and SEO results. Rank Checker

One of the most difficult parts of SEO is finding exactly where your own site shows up for different keywords or search phrases. With SERPs rank checker, not only can you locate the exact positions where your law firm shows up for different keywords, you can customize how the search is performed for even greater detail. Conduct searches from different locations and even measure how results change on desktop vs. mobile searches.


This unusual tool will show you exactly what the search engines see when they crawl your pages.

There is a huge difference between the code that makes up your page and the result you see in your browser. Browseo shows you the bare bones of your site, without all the manipulations usually performed by the browser. You get a pure view of the text that the search engines are using to index your site. What you see might surprise you.

Google Analytics

This one should go without saying. Google Analytics is packed full of information that can help you plan your law firm’s SEO as well as track results. Statistics are available for every aspect of your website traffic. If you aren’t using Google Analytics on your site, you should sign up and implement it before you do anything else. It is essential.

Putting It All Together

If you make use of each of these SEO tools for law firms, you’ll gain insights into every aspect of your site’s SEO. You should be able to quickly find where your law firm stands now, begin to plan your next steps, and measure results.

By monitoring results regularly and adjusting when needed, you should be able to improve your firm’s search result rankings with greater accuracy and less effort.