Harnessing SEO to Expand Your Law Firm’s Client Base

Harnessing SEO to Expand Your Law Firm’s Client Base

affordable-seo-for-law-firms by Sandy Rowley

In the digital age, law firms are increasingly recognizing the importance of online visibility in attracting new clients. Search Engine Optimization, or SEO, is a vital tool in this regard, ensuring that your law firm appears prominently in search engine results. This blog post will explore effective SEO strategies that law firms can implement to enhance their online presence and reach potential clients.

Understanding SEO for Law Firms

SEO is the process of optimizing your website and its content to rank higher in search engine results pages (SERPs). For law firms, this means tailoring your website to appear when potential clients search for legal services you offer.

Legal SEO Expert Sandy Rowley shares Neil Patel 200 Ranking Factors for SEO

1. Keyword Research

– Identify Relevant Keywords: Use tools like Google Keyword Planner to find keywords related to your legal services. Focus on terms that potential clients might use, such as “personal injury lawyer” or “estate planning attorney in [City].”
– Long-Tail Keywords: These are longer, more specific phrases that are less competitive and more likely to attract clients with specific needs. For instance, “asbestos exposure attorney in Los Angeles”.

2. Optimizing Website Content

– Quality Content: Regularly update your website with informative, relevant content. Blog posts answering common legal questions or explaining legal processes can be particularly effective.
– Local SEO: Optimize for local search terms, as many clients look for legal services within their geographic area. Include location-based keywords and list your firm on Google My Business.

3. Building Backlinks

– Quality over Quantity: Aim to get backlinks from reputable websites, such as legal directories or local business groups.
– Guest Blogging: Write guest posts for legal blogs or local business sites to gain high-quality backlinks.

4. Mobile Optimization

– Responsive Design: Ensure your website is mobile-friendly. A significant number of searches are conducted on mobile devices.
– Fast Loading Times: Improve your website’s loading speed to enhance user experience and SEO.

5. Monitoring and Analytics

– Use Analytics Tools: Tools like Google Analytics help track your website’s performance, understand your audience, and fine-tune your SEO strategies.


SEO is an ongoing process and requires consistent effort. By focusing on these strategies, law firms can improve their online visibility, attract more website traffic, and ultimately, expand their client base. Remember, successful SEO is not just about drawing visitors to your site; it’s about attracting the right visitors who are in need of the legal services you offer.

The Comprehensive Guide to Affordable SEO for Law Firms

The Comprehensive Guide to Affordable SEO for Law Firms

SEO, or Search Engine Optimization, is a crucial aspect of digital marketing, particularly for law firms looking to increase their visibility online. In this comprehensive guide, we’ll delve into strategies and tips to optimize your law firm’s online presence affordably and effectively.

search engine optimization reno nv

Implementing these SEO strategies requires consistent effort and attention to the evolving landscape of search engine algorithms. For attorneys and law firms, staying informed and adapting to these changes is key to a successful SEO campaign that drives traffic and client acquisition.

Call or text Sandy Rowley at 775-870-0488 for a quick SEO assessment.

View Legal SEO Case Study

Let’s explore some advanced SEO strategies, discuss industry trends, and consider hypothetical case studies for attorneys and law firms.

Advanced SEO Strategies for Law Firms

Focus on Local SEO
Local SEO is particularly crucial for law firms as many clients are looking for legal assistance within their geographic location.

– Ensure your firm’s NAP (Name, Address, Phone number) is consistent across all online platforms.
– Optimize for Google’s “Local Pack” by securing positive reviews and accurate Google My Business listings.
– Use local keywords in your content and meta tags, like “divorce attorney in [City Name]”.

Leverage Content Marketing
Content marketing can help law firms establish authority and engage with potential clients.

– Develop a content calendar that addresses common questions or legal issues relevant to your practice areas.
– Create long-form, informative blog posts that can rank for multiple long-tail keywords.
– Use multimedia content, such as videos and infographics, to explain legal concepts and improve user engagement.

Optimize for Voice Search
As voice search becomes more prevalent, optimizing for natural language queries is essential.

– Use structured data to help search engines understand and display your content in rich snippets.
– Incorporate question-based keywords into your content, which are common in voice searches.
– Ensure your content reads naturally and provides direct answers to potential questions.

SEO Expert for Lawyers

Industry Trends in Legal SEO

Mobile-First Indexing
With Google’s shift to mobile-first indexing, ensuring your website is mobile-friendly is no longer optional.

Trend Implications:
– Websites must be responsive and offer a seamless experience on smartphones and tablets.
– Page speed optimization is critical as loading times significantly affect mobile user experience.

AI and Machine Learning
Search engines are increasingly using AI to provide more relevant search results.

Trend Implications:
– Content needs to be more focused on user intent rather than just keywords.
– Engagement metrics like click-through rates and time spent on page are becoming more important for rankings.

Video Content
Video content is becoming a key component of user engagement and SEO.

Trend Implications:
– Law firms can create video content to explain complex legal concepts or to introduce their team.
– Videos can be used to keep users longer on the site, which can signal to search engines that the content is valuable.


SEO Case Studies for Attorneys and Law Firms

Case Study: Family Law Firm’s Local SEO Success
A family law firm in Chicago implemented a robust local SEO strategy, which included claiming their Google My Business listing, gathering client reviews, and creating location-specific content. Within six months, they saw a 150% increase in organic traffic and doubled their client inquiries.

– The firm’s focus on local SEO helped them rank in Google’s Local Pack, which is prominently displayed in local search results.
– Client reviews not only improved their local SEO but also provided social proof to potential clients.

Case Study: Criminal Defense Attorney’s Content Strategy
A criminal defense attorney developed a comprehensive content strategy, creating detailed guides on legal processes and rights. They used keyword research to tailor their content to the queries of their target audience. The strategy led to a 70% increase in organic traffic and a 30% increase in case consultations.

– The attorney’s investment in quality, informative content established them as a thought leader in criminal defense.
– By answering common queries, the attorney’s website became a go-to resource, improving their search rankings.

Case Study: Personal Injury Law Firm’s Video Marketing Campaign
A personal injury law firm invested in a video marketing campaign that provided testimonials and explained legal rights after an accident. They optimized their video titles and descriptions for search and shared them across social media. The campaign led to a 40% increase in website engagement and a significant increase in referrals.

– The video content addressed both the informational needs of potential clients and provided emotional assurance through testimonials.
– By distributing the videos across multiple channels, the firm increased its online visibility and brand recognition.


Implementing these SEO strategies requires consistent effort and attention to the evolving landscape of search engine algorithms. For attorneys and law firms, staying informed and adapting to these changes is key to a successful SEO campaign that drives traffic and client acquisition.


Affordable SEO for Law Firms

Understanding the Basics
To begin with affordable SEO, law firms must understand the foundational elements of SEO, including keyword research, content creation, and link building. By focusing on long-tail keywords that are less competitive, smaller law firms can gain traction in the SERPs (Search Engine Results Pages).

Actionable Tips
– Implement on-page SEO techniques like optimizing title tags and meta descriptions.
– Create valuable content that addresses common legal inquiries.
– Build local citations and ensure your firm is listed in relevant online directories.

Affordable SEO for Lawyers

Personal Branding and SEO
For individual lawyers, personal branding is key. Your online presence should highlight your expertise and areas of specialization.

Actionable Tips
– Maintain an active blog with insightful legal analysis and updates.
– Engage with your audience on social media platforms.
– Optimize your LinkedIn profile for SEO, using relevant keywords.

Small Law Firm SEO

Playing to Your Strengths
Small law firms can compete with larger firms by focusing on niche markets and local SEO strategies.

Actionable Tips
– Target specific local keywords and phrases.
– Utilize Google My Business to its full potential.
– Encourage satisfied clients to leave positive reviews online.

Law Firm SEO Advisor

Why You Might Need One
An SEO advisor can provide personalized strategies tailored to your firm’s goals and market position.

Actionable Tips
– Choose an advisor with experience in the legal industry.
– Ensure they practice white-hat SEO techniques.
– Set clear goals and KPIs (Key Performance Indicators) to measure success.

Attorney SEO Expert

The Role of an Expert
An attorney SEO expert can navigate the complexities of legal terminology and client acquisition through organic search.

Actionable Tips
– Look for experts with a track record of successful campaigns for legal clients.
– Discuss their approach to technical SEO, including site speed and mobile optimization.
– Ensure they understand the ethical considerations of marketing for lawyers.

Law Firm SEO Expert

Integrating SEO with Overall Marketing
A law firm SEO expert should align SEO efforts with your firm’s overall marketing strategy for cohesive growth.

Actionable Tips
– Integrate SEO with social media and email marketing campaigns.
– Regularly review analytics to understand user behavior and optimize accordingly.
– Invest in secure, fast-loading, and mobile-friendly website design.

Lawyer SEO Experts

Staying Ahead of the Curve
SEO experts specializing in legal services stay updated on the latest search engine algorithms and user trends.

Actionable Tips
– Implement schema markup to enhance visibility in search results.
– Use A/B testing to refine your SEO tactics.
– Monitor competitors’ SEO strategies and adjust your tactics accordingly.

Law Firm SEO Consultant

Tailored SEO Strategies
A consultant can provide bespoke advice on how to improve your firm’s search rankings and online presence.

Actionable Tips
– Conduct a thorough SEO audit of your website.
– Develop a content strategy that showcases your firm’s expertise.
– Optimize for voice search and new search technologies.

Best Law Firm SEO Companies

Identifying the Leaders
Research and testimonials can help identify the best SEO companies with a proven track record in the legal field.

Actionable Tips
– Look for case studies and reviews from other law firms.
– Choose a company that offers transparent reporting and communication.
– Ensure they provide comprehensive services, from keyword research to link building.

SEO Law Firm

Building a Reputation
An SEO-optimized website can help build your firm’s reputation as an authoritative source in the legal domain.

Actionable Tips
– Create detailed practice area pages with valuable information.
– Utilize video content to explain complex legal concepts.
– Engage with industry influencers to build high-quality backlinks.

SEO Solicitors

Expanding Your Reach
Solicitors can use SEO to expand their reach to potential clients who are actively searching for legal services.

Actionable Tips
– Highlight client testimonials and case studies.
– Focus on local SEO to attract clients in your geographical area.
– Ensure your website is accessible and complies with ADA standards.

Best SEO Services for Attorneys

Comprehensive Services
The best SEO services for attorneys offer a full suite of options, from on-page optimization to reputation management.

Actionable Tips
– Look for services that offer regular strategy meetings.
– Ensure they provide a dedicated account manager.
– Inquire about their strategies for off-page SEO and local SEO.

Legal SEO Q & A Expert

Call or text Sandy Rowley at 775-870-0488 for a quick SEO assessment.

View Legal SEO Case Study

Affordable Law Firm SEO Expert

Affordable SEO Lawyers

Sandy Rowley – Legal SEO Expert with 23+ years experience in ranking websites in competitive niches. She can be reached at

775-870-0488.  Listen to more Legal SEO advice on my podcast.

Average monthly investment for Law Firm SEO starts at $1900 pm.


Why does SEO out perform PPC ad budgets?

Law Firm SEO can be very competitive and expensive.

Most Pay Per Click or Adword marketing campaigns for attorneys start at $50 a click!


Although PPC (pay per click) advertising on Google is the best way to reach clients online, the budgets required to compete with larger law firms can be very cost prohibitive. Average PPC budgets for law firms ranking on the top spots in Google can start at $5,000 – $85,000 per month plus the 15 – 20% monthly fee to manage the PPC campaign.

Why would these law firms spend so much on PPC campaigns?

Because, they work! Google search is the fastest way to reach new clients online. This search engine is heads and tails above directories, social networks and other search engines and should be your law firms #1 focus for online leads.

If your law firm needs a more affordable SEO solution, continue reading.

Whats a small and/or new law firm to do?

Organic SEO or search engine optimization is the art and science of ranking a page on  your law firms website, at the top of the Google SERPS (search engine results page).

Ranking a page from your website for a relevant keyword can send qualified leads to your business every week.

These webpages that rank for a keyword or key phrase in the Google SERPS, will be your best bet to gain quality leads for your website. Organic ‘clicks’ are free. Google does not charge per click like they do for their paid ads like these below:

cheap seo for lawyers

In order to rank for ‘affordable lawyer’ in Google, you can expect to pay well over $40 per click. By ranking your website for this keyword phrase, you can get those clicks for free (minus my flat monthly SEO Fee).

These unlimited free clicks are how small law firms catch up to the big guys and gals in their city or area of practice.

Most large law firms focus on the shot gun approach when ranking their online websites and profiles. With huge marketing budgets, they aim to rank for everything in site. This is a waste of valuable resources especially when your law firm could laser focus in on the keywords that will bring in the best clients suited for your law practice.

Local SEO for law firms can range in price from $2000 a month and up.  This organic SEO service will rank your websites for the free click sections of Google search. Having a set monthly fee helps small law firms keep a close watch on their marketing spend each month. Pairing this with easy to read monthly keyword ranking reports, your law firm can quickly assess the value of your ongoing SEO marketing efforts.

For about $65 a day, your online SEO campaigns can bring in thousands of dollars worth of client work.

The return on investment is very high for law firms use affordable seo services.

The simplest way to estimate lifetime value of a client for a law firm:

Plug actual or estimated (if you’re in the planning stages or just starting out) numbers into the following equation:

(Average Value of a Sale) X (Number of Repeat Transactions) X (Average Retention Time in Months or Years for a Typical Customer)

The lifetime value (LTV) of a customer for a small law firm, given your parameters, would be $525,000. This is calculated as follows:

$35,000(Average Value of a Sale)×3(Number of Repeat Transactions)×5years(Average Retention Time)=$525,000

A valuable SEO campaign takes time and constant upgrades, changes and testing. Clients who work with me often see rankings within the first month of solid SEO work.

After 3 – 6 months of SEO ranking work, my law firm clients are already ranking for top keywords and seeing quality leads calling into the firm.

Most legal SEO clients opt for a PPC and Organic SEO campaign to optimize the amount of qualified leads coming through their website and/or phone line.

All N One Bail Bonds in Memphis Tn uses my SEO and PPC services to totally dominate Google search for their most profitable keywords. Their bail bonding company ranks #2, #3, #4 and #10 on a consistent basis!

Pay Per Click is only one of the spots taken on the front page of Google search for this bail company.

The rest of the rankings are in the ‘free clicks’ sections of the search engine results page.


SEO & PPC can really increase your bottom line if done correctly.  I know there are thousands of SEO companies and experts to choose from. I only need a handful of law firms to work with. My small businesses success depends on providing great results for my clients. I cannot hide behind thousands of paid fake reviews like the large law firm SEO companies can.

Each law firm client I take on, is added to my daily list of research, strategy updates, missed opportunities and ranking positions work. My monthly reports are easy to read and easy for you to track your live results in Google search.

All of my PPC and SEO services include website design, updates, email marketing and social media work that needs to work seamlessly in order to provide the top ranking results I provide.

Although I can work with your existing web designer, I prefer to have my own user/pass to login and track who updated what and when.

Ethical SEO includes on site SEO work as well as off site promotional tactics and strategies.

I am easy to work with and very responsive to answering the phone, text and emails. YOUR law firm is MY TOP PRIORITY. My 26+ years experience in working in the online marketing industry has been one of constant change and learning. I have the knowledge and expertise to rank almost any website in your niche as well as the proven track record of my work.

Lets start by reviewing your existing website, social sites and online directory profiles against your local competitors and their PPC / SEO campaigns. Come up with a marketing strategy that is reasonable and affordable… then implement our strategy asap.

I look forward to learning more about your law practice and how best I can help grow your business.

Call, text or email anytime,

Legal SEO Q & A Expert

Sandy Rowley

Legal SEO Expert



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