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Law Firm SEO

Get more qualified leads and clients with our local and national law firm SEO campaigns.

Get qualified leads to your practice with law firm SEO

Whether your firm specializes in personal injury law, criminal law, bankruptcy law, employment law, or any other practice area, we can help generate more traffic to your website. Our objective is to help your site rank for relevant keywords to attract organic traffic (and leads) to your law firm, without needing to spend any money on ads.

Fill out our form to get a free SEO audit to better understand the next steps required for your website to rank higher on Google.

lawyer on the phone with clients

What is SEO for Lawyers?

Search Engine Optimization (SEO) is a marketing strategy that involves ranking a website at the top of the organic search results page for keywords that are relevant and will generate conversions.

For lawyers and law firms, these keywords are typically ones that are related to your firm’s practice area. For example, if your firm specialized in estate planning law, you would benefit from ranking #1 for the keyword “estate planning lawyers near me”.

Although an increase in website traffic is nice, the goal is ultimately to generate more qualified leads for your law firm. That’s what you get with SEO.

SEO campaigns that fit your firm.

Our campaigns are customized to the needs and objectives of your firm. We will tailor our SEO efforts to the practice areas your firm specializes in. 

Local SEO

For law firms, local SEO can be a powerful lead generation strategy. Let us help you rank for local searches on the Local Google Pack.

National SEO

Some firms operate in offices around the United States. If that’s you, we can help you rank locally for each office and nationally for branded keywords.

Content Creation

Whether it’s blog posts, service pages, location pages, or informational pages, we will help you create keyword focused content to drive more organic traffic to your site.

Backlink Building

We will create a backlink acquisition strategy for your most important pages to improve your rankings on the search engine results pages (SERPs).


Our Project.

Creativic Landing Website

Identity, Product Design

Awwards Business Case

Identity, Product Design

Fintech Mobile Apps

Identity, Product Design

Practice Areas we Work With

We help attorneys of all types get more out of their websites with SEO.

Administrative Law

Bankruptcy Law

Business & Compliance

Civil Litigation Law

General Practice

Government Law

Immigration Law

In-House Counsel

Personal Injury Law

Real Estate Law

Intellectual Property Law

Family Law

Estate Planning Law

Employment Law

Criminal Law

Elder Law

Environmental Law

Why is Law Firm SEO Important?

According to a survey conducted by the National Law Review, 96% of people search online for legal advice. That’s a staggering statistic that shows just how many potential prospects are out there, relying on Google to find an attorney. 

On average, position 1 on the search engine results pages (SERPs) boasts a click-though-rate (CTR) of 37.15%, while position 10 gets 1.25%. Now, what would it be worth to your firm if you could rank at the top for keywords that are related to your practice areas? 

That’s what SEO is all about. The goal is to get your firm to rank at or near the top of the SERPs for high-intent keywords that potential clients may be looking for. Ranking at the top can drive traffic and leads to your firm for years to come without requiring much additional work or spending any money per click, like PPC.

Ready to Generate More Leads?

Reach out to us for a free SEO audit and to speak to a member of our team to learn more about how we can help your firm generate more qualified leads using Search Engine Optimization.

Is SEO Right for Your Firm?

Does your firm have a marketing budget? Do you feel like it is being drained every month from PPC, social media, traditional marketing, or other marketing avenues? Then SEO may be a worthy investment for your firm. But to be completely clear, SEO is an investment. As a marketing strategy, SEO is incredible because it can offer outsized returns for years, even after all of the work has been done, without continual spend.

The catch with SEO is that the strategies that work constantly change and it is a long-term strategy that can take months to start seeing results. If you’re looking for a short-term solution, they you may be better off going with Pay-Per-Click (PPC) or other traditional advertising strategies. But, if you are willing to invest in a long-term marketing strategy that can consistently generate new business for your firm for years, then SEO may be right for you.

Consider how much you spend on ads and other marketing strategies currently, and decide whether you are okay with spending that money for short-term leads vs. investing that budget in a long-term solution.

Law Firm Search Engine Optimization Fundamentals

Local SEO:

Setting up and optimizing your Google Business Profile (GBP) to rank in Google’s Local Pack. Local SEO includes important elements like consistent name, address and phone number (NAP), local keyword targeting, and reviews.

Keyword Research:

Keyword Research involves finding the terms that your ideal audience may be searching for online. This research will become the base for the content you need to create for your site.

Content Creation:

Using the keywords identified during keyword research, create content that is high-quality and demonstrates your firm’s expertise and 

Backlink Building:

Backlink building for lawyers is incredibly important to demonstrate to Google that your site is authoritative and worthy of ranking for certain keywords. A backlink is a vote from another site that says that your content is of high-quality.

On-page SEO:

On-page SEO is the practice of optimizing all of the elements on the page to ensure that they are as optimized as possible according to search engine guidelines.

Law Firm SEO Infographic

Should You Do Law Firm SEO Yourself, Hire an Agency, or Hire Internally?

The decision to outsource your SEO efforts ultimately comes down to the size of your firm, your marketing budget, how much time you are willing to spend on marketing, and your level of experience in SEO.

Let’s first consider doing SEO yourself. I recommend learning SEO yourself only if you don’t have the budget to hire in-house or an agency, or if you have plenty of free time to learn the intricacies of SEO. If you are a small firm and you need to wear many hats, what’s one more? Of course this is not optimal, but it should be a temporary solution until you have the funds to delegate the SEO work.

Now if your firm is large enough to justify investing in SEO, the decision between hiring internally or an agency can be a bit more complex. An internal SEO manager can be a great benefit to your firm, but they still come at a cost in terms of salary, benefits, employer burden, worker’s comp, etc. Another thing to note is that it can be difficult to find a person that is fully experienced in SEO, as there are many elements to learn and it can be overwhelming for one person to manage.

Now, of course we are biased, but we do think there are some great advantages to hiring an agency for law firm SEO instead of hiring internally. If you work with us, you get a team of SEO experts that all pitch in to improve the performance of your firm. Depending on the competitiveness of the industry and the location, the cost of hiring an agency is typically less than a full-time marketing employee. The best part is if you don’t like our work for any reason, you can simply cancel the service as we don’t do long-term contracts. That’s not something you can do as easily with an employee.

If you think we may be a good fit for your firm, get a free SEO audit and jump on a quick discovery call with an SEO expert to learn more about how we work and what we can do for your firm.

The results have been fantastic – a significant increase in leads, thanks to their strategies. They stand out from others in the industry, and I fully trust Triton Digital with my marketing needs. Highly recommend Triton Digital for anyone seeking effective digital marketing services.

Josh Michaels

Founder/CEO - RatersEdge

Don't just take our word for it!

If you aren’t sure if you want to hire us for your SEO campaigns, maybe our clients can convince you.

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