Getting your law firm on the front page of any search engine is not an easy thing especially with such great and similarly competitive content. If you did not realize this by now, then you are not only competing in the local market but also with large law firms and lawyer referral platforms across the country.

In a tight competition like this, you need all the help you can get and getting search engine optimization to all your pages is the best aid you can utilize to draw attention to all your pages. These critical marketing tactics draws in new cases and prospective clients faster than anything ever before.

In this article, we will give you a brief law firm  SEO page 101 to help you organically develop heavy traffic on each page, contributing to the overall SOE ranking.

Complete Guide for Lawyers and Attorneys to Optimize an SEO Page

1.     Analyze Your Webpage Data

The best place to start is by analyzing your current data to monitor the metrics your webpage is currently churning out. Google insights can help you give an idea if you are performing up to the par or not. From here, you can notice the areas that need fixing most urgently and work on that.

Law-related keywords are one of the most expensive ones, which is why you cannot risk going for trial and error. Conducting thorough keyword research in this phase will also help you understand the most relevant and accurate keywords being used. You should aim for 0.5% to 2.55 keyword count in the body copy and try not to go over or else you risk looking like a keyword stuffer.

2.     Keywords and Headings

You must have built a strong keywords list. Leverage the most relevant and keywords into headings, preferably as close to the beginning as possible. Especially if your landing page or blog has multiple headings tags, it would up your SEO ranking considerably. You can use any heading type, from h1 to h6, but the h1 tag should never be more than one on a page. All the heading tags, starting from h2 to h6, are subheadings. Optimizing both headings and subheadings will affect your SEO and usability standpoint.

3.     Title Tags

In addition to the heading tags, there are multiple other tags on your page. Of them, the most important is the title tag. Title tags are the words you see at the top of each tab in your browser. They serve a function of outlining what is on the page and are the first thing to appear for both paid and organic content when a user searches for any keyword.

4.     Backlinking

Backlinking strengthens your page’s credibility and acts as a shield against getting your site penalized. Adding quality backlinks to your WebPages that lead to relevant sites presents your law firm and expertise in an authoritative light. Both inbound and outbound links add tremendous value to your webpages.


While optimizing a webpage, you have the most control because of the accessibility of all the elements. To make changes or editing, you do not need anyone’s permission and have the power to do it yourself.

You can improve the value of your site by optimizing its WebPages by optimizing its elements like title tags, headings, body copy, and keyword efficiency. This makes it easy for your target audience to find your pages. Improving your site’s speed and attractiveness also adds to the overall digital experience of your visitors’ experience; this, in turn, leaves a lasting impression on their mind and keeps them coming back. Combine all of these with a great off-page SEO strategy to have the most positive impact.