SEO for Law Firms — dominate "near me" and high-intent practice-area queries.
Legal SEO is the most competitive local vertical there is. Winning means surgical local SEO, deeply specific practice-area pages, and trust signals that satisfy YMYL standards.
- ×Generic practice-area pages that read like every other firm's
- ×Google Business Profile under-leveraged
- ×Competitor PPC eating organic clicks
- ×Thin author bios that fail E-E-A-T
How I run Law Firms SEO.
Practice-area depth
One detailed page per practice area per city, written for both Google and the prospective client researching their case at 11pm.
GBP + local citations
Optimized Google Business Profile, weekly posts, and clean NAP across legal directories (Avvo, Justia, Martindale).
Attorney E-E-A-T
Detailed attorney bios with credentials, bar admissions, case results, and Person schema.
Review velocity
A repeatable system for collecting reviews on Google, Avvo, and other legal-specific platforms.
Law Firms SEO questions.
A single converted personal-injury or family-law case usually covers 6–12 months of SEO. The math works as long as you target your highest-margin practice areas first.
Deep-dive guides for law firms.
The same research and playbooks I use when leading engagements in this vertical.