Are you looking for new ways to expand your legal practice, attract more clients and become an online authority in your field of specialisation? SEO services for lawyers can deliver all of this.
At Bring Digital Performance we use proven optimisation methods to grow your online presence.
This isn’t about advertising. It’s a methodology that consistently improves your website’s performance in search engine results, boosts your online visibility and positions you as a trusted expert to gain more clients and increase your bottom line.
What is SEO for Lawyers and Why Does It Matter?
SEO (search engine optimisation) uses an array of proven techniques to improve a legal website’s search engine rankings, position it in prominent places on the search engine results pages (SERPs), and highlight your practice or firm when people search for lawyers near where they live.
The Importance of a Google Business Profile
Most people searching for a lawyer are in urgent need and searching locally. A Google Business Profile puts your firm directly in front of these searches via the Local Map Pack, a prominent three-listing block that appears above organic results, showing your reviews, contact details, and opening hours at a glance.
For branded searches, when someone already knows your firm’s name, a Knowledge Panel can also appear, further cementing your authority. Often, only three firms appear in the Map Pack at once, making optimisation critical.
For law firms where first impressions drive contact, this visibility is foundational.
Ranking in Local Search Results
Google uses geolocation to tailor search results to where the person searching is. This makes it very important to optimise your website with plenty of localised search signals so that it appears when people in your area search.
Known as local SEO, it also works when people put specific places in their search queries, such as “lawyer in Hawthorn”.
General Search Engine Rankings
If you’re a nationwide law firm or operate in a few states, you’ll want to rank highly in the main search results as well as for localised queries. SEO covers all these requirements too. There are several optimisation focus areas to improve your website’s performance in these rankings.
They include keyword analysis, technical and content optimisation, mobile search positioning and content marketing strategies. You can read more on how Bring Digital Performance delivers these below.
AI Search Optimisation
AI platforms like ChatGPT have become very popular alternatives to search engines when people are looking for information. This means that a large proportion of potential customers aren’t seeing traditional search engine results with a list of websites to visit.
They get their answers right there on the AI page. A dedicated sub-category of SEO is designed to encourage the AI engine to feature information from your website, with a citation link for people to explore the legal services you offer.
What Can SEO Do For Your Law Firm?
The ultimate aim of SEO is to enhance your online presence and authority to persuade them to choose your law firm above other options. To this end it offers multiple benefits.
Cost-efficient Online Visibility
SEO is far more cost-effective and cost-efficient than paying for online advertising. You’ll pay a fixed monthly overhead, versus the ever-moving target of budgeting for Google Ads. You don’t have to spend the effort of constantly monitoring prices to find the right opening to place your ad bid.
Compare this to paying an agency to manage your ads and also paying for the ads themselves. With SEO you only pay your agency. You don’t pay every time someone clicks on a link to your website. All the results are free, so to speak.
Increasing Results from the Same Investment
As a consequence of this cost-efficiency, your SEO investment delivers increasing returns over time. You don’t have to repeat (and pay for) the same process every month. All it takes is consistent monitoring, analysis and reporting, plus some intelligent tweaking if necessary.
SEO quietly works in the background, slowly improving your online visibility in multiple ways and places, from search engine rankings to backlinks coming from other websites that have cited the information you’ve published.
Authority, Knowledge and Trustworthiness
Your website is your platform to showcase your experience, knowledge of the law and legal expertise. Using SEO you can position it as a trusted authority in your particular specialisation. This is where keyword optimised content does the heavy lifting.
A good example would be a carefully written opinion piece on a prominent upcoming case in your area. If this appears in the results when people search for information on the case, you immediately gain credibility and authority. People who click through will read your article, gain insights and begin to trust you.
Many will likely to return to your site to read new articles, expanding your audience. Even if they don’t need your services, their word of mouth can have a powerful impact on others.
How Bring Digital Performance Delivers SEO for Lawyers
In addition to over 25 years of experience in SEO and our up-to-date knowledge of the latest optimisation techniques, we take the time to discuss how you can use SEO to achieve your business goals. We always think strategically, rather than rolling out the same tools and techniques for every client.
Bring Digital Performance have a wide range of methodologies we can employ, depending on your law firm’s particular requirements.
Technical SEO to Maintain Website Health
Technical SEO optimises aspects such as your site’s source code, plug-ins you use for functionality, your server configuration and other aspects that can either harm your search engine rankings or prevent a search engine crawler from indexing your website properly.
Responsive Mobile SEO
Google prioritises a website’s mobile compatibility before all else, so having a site that displays well and functions smoothly on a smartphone is non-negotiable. Mobile SEO ensures that your site does so, which improves its chances of appearing in both traditional and mobile search results, including voice search.
Enhancing Local SEO and Google Business Profile
Local SEO is critical if you want your website to appear in the Local Business Knowledge Panel and local search results.
We optimise your GBP so that it contains all the necessary elements that encourage Google to feature your website here.
This includes making sure your NAP (name, address, phone) details are accurate and consistent wherever your firm is listed online. We also create keyword-rich information and add images.
Becoming a Trusted Authority with Content Marketing
Content marketing is especially well suited to SEO for lawyers. While you obviously can’t give actual legal advice on your website, you can plan a content marketing schedule where you publish thought leadership articles to demonstrate your knowledge and expertise.
Google rewards websites that regularly publish fresh, original content with high user value, so we make this a central pillar of your SEO strategy when we work with legal firms.
Using AI SEO for Scholarly Citations
In the same way that publishing thought leadership articles gains you online authority, having your website cited in AI-generated responses to user questions provides another stamp of approval for your target audience.
We create the kind of informational snippets and question-and-answer content that AI chatbots love to absorb, giving you another avenue of reaching potential clients right when they’re looking for a lawyer.
Keywords Your Clients Are Already Searching For
Understanding what potential clients type into Google is the foundation of any effective SEO strategy. Below are the most commonly searched terms for legal services, and your website needs to be visible when they do.
- No win no fee solicitor
- Free legal advice
- Criminal defence solicitor
- Family lawyer
- Divorce solicitor
- Personal injury lawyer
- Employment lawyer
- Conveyancing solicitor
- Immigration lawyer
- Will and probate solicitor
- Commercial lawyer
- Duty solicitor
- How to find a solicitor
- Best solicitor for [issue]
- Emergency solicitor near me
- Same day solicitor
- Free solicitor consultation
- Legal advice near me
Common Questions About Lawyer SEO Services
What Are SEO Services for Lawyers and How Do They Work?
SEO services for lawyers use the same methods as any other type of SEO, except that they’re tailored to your specific market and areas of specialisation. It’s a comprehensive approach to optimising all elements of your website, from the underlying code to the on-page content and the internal linking structure.
Together they satisfy search engine requirements for accurate indexing and improve the chance of higher rankings and appearing in prominent places on the SERPs.
How Long Does SEO Take To Generate Leads for Law Firms?
It usually takes around three months to see tangible results from SEO. As your website climbs the rankings and begins to appear in local search listings your click-through-rate will likely improve, bringing more visitors to your website. Then it’s a case of how well your content works to convert them into actual leads.
How Much Do SEO Services for Lawyers Typically Cost?
This all depends on the scope of the services you need. At the lower end of the cost scale, a small- to medium-sized firm can expect to pay between $1,000 and $2,000 per month. This excludes upfront set-up costs, which can range anywhere from $2,000 to $10,000. Note that the latter are once-off costs only.
What Is Local SEO for Lawyers and Why Does It Matter?
Local SEO is a methodology that aims to place your website in Google’s Local Business Knowledge Panel that appears prominently on the right-hand side. It includes a map to your offices and information on your firm, along with images.
This kind of visibility is gold dust compared to a mere listing in the general search results. It also helps ensure that your firm appears in local search results.
How Does an SEO Company for Lawyers Differ from a General Agency?
An experienced SEO agency for lawyers will have worked on other web platforms in the legal field and have a good understanding of the parameters within which it needs to operate and the kind of content required. It should also have a solid grasp of local SEO. Other than that the techniques don’t differ much from those of general SEO.
What Should Lawyers Look For When Choosing an SEO Company?
It’s very important to choose an SEO company that has a good reputation for providing effective tailored SEO strategies and implementations. Avoid companies that offer one-size-fits-all packages and promise quick results. SEO is a long game that rewards patience and persistence. Look for a company that takes the time to understand what you need, rather than trying to sell you what they think you should want.
Which Practice Areas Benefit Most From Law Firm SEO?
Any area of legal practice will benefit from SEO. Some do lend themselves more to content creation than others, given the depth of the topic. However, there isn’t a type of law firm that won’t benefit from legal SEO: the techniques work no matter your area of specialisation.
How Does Bring Digital Performance Approach SEO for Law Firms?
Bring Digital Performance lets you lead the process. We bring the skills and expertise, but your entire strategy will depend on your specific business needs and goals. We spend as much time as necessary to understand what these are and, more importantly, why you’re pursuing them. This gives us a solid foundation on which to build a bespoke SEO strategy for your firm that will be effective.
What Does Bring Digital Performance Include in Their Lawyer SEO Packages?
We don’t offer any set packages. Instead we discuss what you want to achieve and employ the appropriate combination of SEO tools and techniques. For legal firms this will typically include keyword research, technical SEO, mobile SEO, on-page content, content marketing, local SEO and GBP optimisation.
How Do You Measure the ROI of SEO Services for Lawyers?
We use a number of metrics to measure the ROI of your SEO implementation.
These include search engine rankings, appearance in local search results and Google knowledge panels, click-through rates, where your visitors came from, how long they spent on your website, which pages they viewed, whether they contacted your firm, if they became paying clients… everything that could provide meaningful insights into ROI.
Grow Your Firm with Bring Digital Performance SEO Services for Lawyers
Create an authoritative online presence for your legal practice by working with us.
Become a trusted source of information, gain more visibility in the right places when people are looking for legal help, and grow your client base all the time.
Contact us to learn more.