Nearly 70% of all experiences online start with a simple search. When locals need legal services, they’ll start by checking a search engine like Google. With search engine optimization (SEO), you can appear as potential clients looking for a law firm.

Creating an effective SEO strategy can take time, though. Instead of the DIY route, rely on lawyer SEO services this year.

On the fence? Read on to discover the top benefits of law SEO services for your firm today!

Leverage Expertise

If you lack experience with SEO marketing, it can take time before you develop an effective strategy. That’s time you could spend helping clients or growing your law firm. Instead of the DIY route, rely on an agency.

You can leverage their experience and expertise to avoid making costly mistakes.

If you’re new to SEO, you might unintentionally use blackhat tactics. Google might block your website from appearing on result pages. You could struggle to reach new clients as a result.

Relying on law SEO services will save you time, stress, and money in the long run.

Gain Brand Visibility

For a majority of marketers, generating brand awareness is a top priority. If people don’t recognize (or even know of) your law firm, they won’t rely on your services. They’ll turn to a competing law firm in your area instead.

Generating brand awareness is key to driving new clients to your firm. It’s also essential to fostering brand loyalty.

You can start gaining brand visibility to generate awareness by ranking higher on SERPs. Creating content throughout the year will help you target a range of search queries, too. You can appear for more searches to repeatedly appear in front of ideal clients.

The more often people see your brand, the more awareness will grow into recognition. The next time a potential client needs legal services, they might remember seeing your firm online. Then, they’ll visit your law firm website directly instead of completing another online search.

There’s also more of a demand for branded content than ever before. Creating blog content and using lawyer SEO services will help you engage your audience.

In fact, content marketing generates three times higher brand engagement than advertising. Generating engagement will make your law firm more memorable. You can linger at the forefront of the reader’s mind, allowing recognition and recall to grow.

Investing in personalized, quality content will help more people connect with your brand voice. You can start building relationships, too.

About 46% of people are willing to pay more for brands they trust. As people grow to recognize your brand, they’ll learn to appreciate and believe in your law firm. Eventually, you can start building long-term relationships with clients.

Reach Ideal Clients

One of the top benefits of using a lawyer SEO service is its ability to help you reach ideal clients.

With traditional advertising strategies, you can’t always ensure your ads will appear in front of people who need legal services. With SEO, you can appear as people search for your services. You can choose to target specific keywords like:

  • Personal injury claims
  • Personal injury lawyer
  • Divorce lawyer near me
  • How do I know I need a lawyer
  • What are the benefits of hiring a lawyer after a car accident

Targeting longer terms (long-tail keywords) will help you appeal to the user’s search intent. You can make sure you provide them with the information they need.

Targeting ideal clients will help you generate high-quality leads, allowing you to save time and money.

Generate Traffic

Boosting your organic SEO rankings will help you appear at the top of search engine result pages (SERPs). Appearing at the top of a search page will help you generate more website traffic. If you don’t appear on the first page of results, people might never find your website.

As you continue generating website traffic, Google will recognize you’re a helpful resource. It might boost your organic rankings higher. Eventually, you can rank at the top of SERPs.

With a lawyer SEO service, you can appear for a range of search queries. You’ll have an easier time appearing in front of people who want and need your services. Then, you can start generating more leads!


Before choosing a lawyer SEO service, make sure the agency offers backlink-building services.

Backlinks are links that appear on other websites. They direct readers to your law firm’s website, allowing you to generate referral traffic. Backlinks are one of Google’s top three ranking factors.

As you generate backlinks from websites with a high domain authority (DA), your own DA will improve. DA isn’t a direct ranking factor. However, it can indicate how your website will rank against other sites.

When a reader clicks on a backlink on another blog, they’ll reach your site. Since the reader already trusts the original source, they might trust your site as a reference as well. More people will discover your law firm, allowing brand awareness to grow as well.

As your DA improves, your organic rankings could rise. Reaching the top of a SERP will help you generate more traffic than your competitors.

The more backlinks you generate, the more website traffic you can attract from Google.

You can start generating backlinks by guest blogging on other websites. Choose sites that already reach your ideal clients. With backlink-building services, you’ll gain access to backlink opportunities without having to search for them on your own.

Improve the UX

As part of your law firm SEO strategy, you should also take the time to improve your website’s user experience (UX). A positive user experience indicates your site is easy to navigate, read, and use. If you offer a difficult UX, people might leave without checking additional pages.

As your bounce rate increases, your organic search engine rankings might drop. Look for legal firm marketing services that include web design and development. Find an agency that understands how UX can impact SEO rankings, too.

For example, Google now uses mobile-first indexing. It will check the mobile version of your website before crawling and indexing your content. If your website isn’t mobile-optimized, competing law firms will rank ahead of you online.

Google also looks for websites that are fast, secure, and user-friendly. The agency should understand Google’s Core Web Vitals—user-focused ranking factors that can help you offer a positive UX.

Nearly 90% of people won’t return to a site after a bad experience. Over 50% of mobile visitors leave a page if it takes over three seconds to load. About 75% of a person’s judgment about your firm’s credibility is based on your website’s aesthetics, too.

Meanwhile, 44% of people tell friends about bad online experiences. You could generate negative word-of-mouth marketing if you haven’t updated your site recently.

However, only 55% of businesses think to conduct UX testing. Neglecting to update your website can also hurt your conversion rate. Improving the UX could boost conversion rates by up to 400%.

Investing in web design and development services can benefit your technical SEO efforts as well. With the right improvements, your organic rankings and conversion rates can improve. Then, you can use your website for SEO and lead generation purposes to expand your law firm.

Demonstrate Your Value

As part of an effective SEO strategy, it’s important to add EEAT within your content:

  • Experience
  • Expertise
  • Authority
  • Trustworthiness

EEAT will help you prove your credibility within your niche, which can enable brand trust to grow. When people trust your brand, they’ll feel more inclined to turn to you for legal services.

Working with a legal firm marketing agency will help you create informative, helpful content that demonstrates EEAT. Then, you can start gaining new clients.

Remain Competitive

Chances are, competing law firms are already using SEO services to reach new clients online. If you’re not using SEO services yet, you’re falling behind the curve!

If competing law firms are going the DIY route, they might make costly mistakes. Their law firm websites might even get blacklisted from Google if they’re using black hat SEO tactics.

Working with an agency and leveraging professional lawyer SEO services will help you remain competitive. You can win over new clients before your competitors get the chance.

Generate Quality Leads

Reaching more people through SEO marketing will benefit your lead generation efforts. Since you’re reaching people who need legal services, you should have an easier time converting visitors into leads.

SEO leads have an almost 15% close rate. In fact, 70% of marketers say SEO is their highest quality source of leads.

Generating quality leads will allow your law firm to grow.

Boost Your ROI

Search engine optimization is a cost-effective law firm marketing strategy.

Once you improve your organic rankings, it will take time for competing firms to knock you down. Working with an SEO agency ensures your strategy remains up-to-date and relevant, too. Retaining your rankings will allow you to reach potential clients for years to come.

Since SEO is cost-effective, your ROI will improve as you generate more leads. Then, you can start growing your law firm without blowing through your budget.

Reach Locals

About four in five people use search engines to find local information. About 51% find new companies through searches. In fact, 46% of all Google searches are local.

When searching for SEO services, make sure the agency offers local SEO services as well. Local SEO can help you appeal to nearby clients. Your website will appear for more local searches, helping you generate leads.

As part of your local SEO strategy, it’s important to claim and optimize your Google Business listing. Your listing will display your:

  • Law firm name
  • Website
  • Phone number
  • Address/directions
  • Business hours
  • Customer reviews
  • Recent updates
  • Photos/videos

Generating positive reviews from recent clients can boost your brand’s reputation. A strong professional reputation can help you gain new clients in the future.

In fact, 88% of people trust online reviews as much as personal recommendations. Many people will check your Google Business listing before contacting your firm. Generating positive reviews will help brand trust grow, which could help you gain new clients.

Keep in mind that 82% of people look for negative reviews. Instead of deleting the negative reviews you generate, it’s important to respond right away. Show people you’re willing to find solutions to the problems they experience with your firm.

Keeping up with your reviews and optimizing your listing will help benefit your law firm in the long run.

Unite Marketing Strategies

SEO can benefit other areas of your marketing strategy.

For example, content marketing ensures you’re adding fresh content to your website on an ongoing basis. Previous website visitors will have a reason to come back. You could get a second chance to turn one of those visitors into a client as a result.

At the end of each blog post, you can add a call to action to generate more leads.

You can also turn a series of blog posts into an eBook, which you can use as a lead magnet to gain email subscribers. Then, you can share future SEO blog posts via email marketing to remain top-of-mind. Potential clients won’t forget about your law firm or legal services if you appear in front of them on an ongoing basis.

You can also unite your SEO and paid advertising strategies. Paid advertising will help you generate more website traffic. Generating more traffic can boost your organic rankings.

As your organic rankings rise, you’ll gain more opportunities to reach new clients!

Keep Up With Trends

Google’s search engine algorithm updates constantly throughout the year. With each update, new SEO techniques and trends emerge. If you’re not keeping up with the latest trends, your rankings might drop.

Competing law firms might discover new ways to rank ahead of your organic listings. You could miss the chance to reach those clients first as a result.

With help from an SEO marketing agency, you’ll never fall behind again. Instead, you can keep up with the latest SEO trends, including:

  • EEAT
  • Video search
  • Voice search
  • Featured snippets
  • UX and Core Web Vitals

With a reliable lawyer SEO service, you can make adjustments to your SEO campaign as needed. For example, perhaps clients are searching using new terms. Keeping your keyword research up-to-date will ensure you create content for relevant topics.

Otherwise, your SEO strategy could fall flat, impacting your ability to attract new clients.

Experience the Benefits of Dedicated Lawyer SEO Services

Don’t try to handle your SEO needs alone. Instead, rely on lawyer SEO services this year. With help from a dedicated agency, you can boost your rankings in no time.

Eager to get started? We can’t wait to help.

Connect today to learn more!