Law Firm SEO | 2022 SEO for Lawyers Ranking Guide

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For a law firm to be successful, it must have high visibility. Google and other search engines have a certain algorithm to organize the information and make it universally accessible. They use SEO techniques to make the research user-centric, allowing us to find the information based on these techniques.

If you are creating content for a law firm, then you should use SEO in order to make Google notice you. The better your SEO strategy, the farther up on the search results you’ll be. Here is our guide on how lawyers can improve their Google ranking.

How Google Ranks Law Company Content

While Google has never actually said anything explicit about what does or doesn’t affect your search engine ranking, there is one thing that we are sure about: it cares about content. 

If the content is good and answers the needs or questions of the users, then Google will catch on to it and will increase your ranking.

Multiple factors are used to create a good rank: your company information, your relevance, your prominence, your title tag, your website design, and your actual website content. External information will also be used to increase the ranking of your law firm, such as your reputation and your social media activity. 

Google ranks you based on your reliability, so if your content is properly targeted to answer the questions of your users, then you’ll be ranked higher on the Google search. On the other hand, if users don’t find you relevant or reliable, then you won’t rank too high.

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Ranking Factors for Law Firm SEO

Law firms must take notice of various ranking factors if they want their potential customers to notice them. Here are the most important aspects:

1. Local Ranking Factors

Local ranking factors are important to consider when creating your SEO strategy, as you want your services to be accessible to those who can actually use them. This can include anything from geo-relevance to local prominence and proximity. 


For example, let’s say that you have a law firm of Jonesboro wrongful death attorneys. You need to rank your firm and create content or titles so that it is relevant to people in Arkansas. Advertising to California, for instance, may not prove to be useful, as your lawyers would have to do a lot of needless commuting.

2. On-Page Ranking Factors

On-page ranking factors are likely among the most important factors that bring your content up. After all, content is always king, as Bill Gates also said in his essay. The better your content is, the more you’ll please the Google algorithm – and the higher up on the search engine you will get.

Content of superior quality will make sure the users won’t hit the “Back” button once they come across your website. Not only does Google check to see if the visitors accessed your website, but they will also check if they stayed there. 

There are many things that might hint to Google your on-page SEO is fit for the main page. For instance, landing pages for law websites should have content between 500 and 1000 words, based on what your competition also has.

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Similarly, if you start a blog for your law firm, the posts should be between 700 and 2000 words. Otherwise, they may just phase into the background.

The keywords you use will also be of great importance to determine your ranking. It is recommended to keep a specific set of keywords for every page, and that you don’t stuff them into the article. Black hat SEO is actually punished by Google, so if you want your ranking to go higher, you need to be selective and subtle about the keywords. 

3. Off-Page Ranking Factors

Off-page SEO will also impact your ranking, as Google also cares about how your website is viewed from the outside. The overall purpose of SEO is to improve Google’s opinion of you in terms of authority, popularity, trustworthiness, and relevance.


Therefore, if other pages can vouch for you and link back to your pages, your SEO ranking will increase once more. This can be done through various techniques, such as backlinks and social media marketing. The higher your presence and reputation, the higher your rank will be. 

The Bottom Line  

Google knows what it wants from its content providers, so if you want to improve your ranking, you need to give it what it likes. Understand what content works best for your website and how you should showcase it, so that Google may bring your law company to the top of the first page. 

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