Law Firm SEO

The Problem With Being Invisible Online

Someone in your town needs a lawyer right now. They grab their phone and search “divorce attorney near me” or “criminal defense lawyer” or whatever matches your practice area.

Google shows them ten results on page one. Maybe three or four attorneys get most of the clicks. Everyone else gets ignored.

Where does your firm show up?

If you’re not on page one, you’re losing cases to competitors every single day. Not because they’re better attorneys. Because they figured out SEO before you did.

Search engine optimization puts your law firm website in front of people actively looking for legal help. Not random browsers. Not tire-kickers. People with real problems who need an attorney now.

That’s the traffic worth fighting for.

SEO Built Specifically for Law Firms

Generic SEO agencies treat law firms like any other client. They use the same playbook they’d use for a plumber or a dentist. That approach misses what makes legal marketing different.

Attorney advertising has rules. The ABA Model Rules of Professional Conduct set guidelines that most state bars follow. Content that works for other industries might get you a letter from your state bar.

We work exclusively with law firms so we understand the compliance requirements. And we know which claims you can make and which ones get flagged. Your law firm content stays effective and compliant.

Our SEO process is built around how potential clients actually search for attorneys. Local intent. Practice area specifics. The questions worried people ask at midnight when they can’t sleep.

What Our SEO Services Include

• Keyword Research: We identify what potential clients in your area actually type into Google. Not guesses. Real search data. Primary keywords for your main practice areas and long-tail variations that capture specific intent.
• On-Page Optimization: Title tags, meta descriptions, header structure, internal linking. The technical foundation that tells Google what your pages are about and why they deserve to rank.
• Local SEO: Most law firms serve a specific geographic area. Local SEO puts you in front of people searching in your city, county, or region. Google Business Profile optimization, local citations, map pack rankings. The works.
• Content Strategy: Thin content doesn’t rank anymore. Google rewards depth, expertise, and genuine helpfulness. We develop content strategies that build topical authority in your practice areas over time.
• Technical SEO: Site speed, mobile optimization, crawlability, schema markup. The behind-the-scenes work that most attorneys never see but Google definitely notices.
• Link Building: Quality backlinks from relevant sources signal authority to Google. We build links the right way. No spam. No shortcuts that blow up in your face later.
• Monthly Reporting: You’ll know exactly where you rank, how traffic is trending, and what we’re doing about it. No black boxes. No mystery.

Content Written by a Real Journalist

SEO lives and dies on content. And most law firm content is garbage.

Marketing agencies hire cheap freelancers who know nothing about law. They churn out keyword-stuffed pages that read like they were written by robots. Because increasingly, they are.

We take a different approach.

Joe Toppe – Founder & Content Director

Joe leads our content operation. His credentials speak for themselves.

Managing Editor at PropertyCasualty360. Former Associate Producer and Writer at Fox Business Network in New York. Senior Business Journalist at Capital.com. Managing Editor at Innovation & Tech Today. Master’s Degree in Journalism and Mass Communication from Kent State University.

That’s over a decade of professional journalism. Thousands of published articles across national media outlets. Joe knows how to research complex topics, interview sources, verify facts, and turn information into clear, compelling prose.

When we write content for your SEO campaign, you get work from someone who built a career getting stories published at the highest levels. Not a content mill. Not AI-generated filler. Real writing from a real journalist.

Content That Meets the Highest Standards

We don’t cut corners. Every piece of content we produce follows established journalism standards, Google’s quality guidelines, and ABA compliance requirements.

Journalism Ethics and Standards

Our Content Director comes from professional newsrooms where accuracy isn’t optional. We follow the Society of Professional Journalists Code of Ethics, the gold standard for ethical journalism. Seek truth. Verify facts. Cite sources. Never plagiarize. These aren’t suggestions. They’re requirements.

We write using Associated Press style, the same standards used by major newspapers, magazines, and news outlets worldwide. Clean grammar. Consistent formatting. Professional presentation.

Most law firm marketing agencies have never heard of SPJ or AP style. Our team has lived by these standards across thousands of published articles.

ABA and State Bar Compliance

Attorney advertising rules exist for a reason. The American Bar Association Model Rules of Professional Conduct set the framework that most state bars follow. We know what gets flagged and what doesn’t.

No misleading claims, no guarantees of results, no improper testimonials, and no comparative statements that can’t be substantiated. Your content stays compliant so you don’t get a letter from your state bar.

Google E-E-A-T Compliance

Google evaluates content quality using four criteria: Experience, Expertise, Authoritativeness, and Trustworthiness. Content that fails these tests gets buried in search results. Content that passes gets rewarded.

We build E-E-A-T into everything we write:

• Experience – Content created by professionals with real journalism backgrounds and direct knowledge of legal marketing
• Expertise – In-depth, accurate content that demonstrates subject matter knowledge and proper sourcing
• Authoritativeness – Copy that positions your firm as a credible resource in your practice areas
• Trustworthiness – Transparent, honest content with clear attribution and factual accuracy

Legal content falls under Google’s “Your Money or Your Life” category. Topics that can significantly impact readers’ health, finances, or safety. Google holds YMYL content to a higher standard. We write to that standard.

How Long Does SEO Take?

Honest answer? Months, not weeks.

SEO is a long game. Google doesn’t reward new content overnight. It takes time to build authority, earn backlinks, and climb rankings.

Most clients start seeing meaningful movement in three to six months. Competitive markets take longer. Less competitive niches move faster.

If someone promises you page one rankings in thirty days, run. They’re either lying or using tactics that will get your site penalized.

We set realistic expectations upfront. You’ll know what to expect and when to expect it. No surprises.

Need cases faster? Google Ads for new law firms can drive traffic immediately while your SEO builds momentum. Many clients run both.

SEO Pricing That Makes Sense

Big agencies charge five figures a month and lock you into year-long contracts. That model doesn’t work for solo practitioners and small firms watching every dollar.

We price SEO services for firms that actually need to see ROI. Monthly retainers that fit your budget. No long-term contracts. You stay because results justify it, not because paperwork forces you to.

Every engagement starts with an honest conversation about your market, competition, and realistic goals. Sometimes we tell people SEO isn’t the right investment for their situation. We’d rather lose a sale than take money for work that won’t pay off.