SEO basics for lawyers: 3 starting points

In the fast-paced world of law, it’s important to have clear, concise information at your disposal. With that in mind, let’s explore the SEO basics for lawyers that can enhance your firm’s digital presence.

Jump to:

 The goal of SEO

 On-page and off-page basics

 Google algorithms and search technology

 Beyond the basics


The goal of SEO

The idea behind search engine optimization (SEO) is simple: It’s about being found online. Actually making that happen? Well that’s not so simple.

SEO is a strategy that enhances a website’s visibility on search engine results pages (SERPs). In practical terms, effective SEO can elevate your law firm’s website in search results, making it more discoverable on SERPs to potential clients.


On-page and off-page basics

The fundamental elements of SEO are on-page and off-page optimization. On-page optimization involves elements on your website that you can directly control, like keywords, meta tags, and the quality of your content. By integrating keywords relevant to your law firm and the services you offer, you can effectively improve your visibility on search engines.

Off-page optimization pertains to factors outside of your website that can influence your ranking, such as backlinks from other websites. An example would be a reputable legal blog linking back to your site due to a high-quality article you’ve published.


Basics of Google algorithms and search technology

Google, the most widely used search engine, regularly updates its algorithms to provide users with the most relevant and high-quality results. The Google Page Experience Update, launched in 2021, now gives preference to websites that load quickly, are mobile-friendly, and offer a secure browsing experience. This highlights the significance of a well-designed and user-centric website for your law firm.

Google’s BERT (Bidirectional Encoder Representations from Transformers) algorithm is another development worth noting. Launched in 2019, BERT aims to better comprehend search queries, especially conversational and long-form queries. This emphasizes the need for content that addresses specific questions potential clients may have, using natural language that reflects how people communicate and search.


Beyond the basics

In essence, SEO extends beyond keywords or links; it’s about enhancing the online experience for your potential clients with quality content. It’s about ensuring your law firm is easily found by those who require your expertise and who find the content helpful.

Navigating the intricacies of SEO while managing your legal practice can be challenging. That’s why I’ve developed a comprehensive guide on basic SEO strategy and best practices. You can also contact the FindLaw team about SEO services to meet your firm’s marketing objectives.


“FindLaw has proven time and again to be one of the best business decisions we’ve made to market our legal services.”

Marco D. Chayet

Founder and Partner, Chayet & Danzo, LLC


Make sure clients find you first with our proven SEO solutions for law firms.

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