Smarter SEO for Attorneys in 2019

SEO for Lawyers

One of the most competitive verticals in all of the search engine optimization industry is SEO for lawyers. With thousands of law firms all over the country competing for valuable 1st page visibility on Google, only a small fraction are able to consistently generate leads from the Internet. If you want great results from your law firm’s Internet marketing, you need the best lawyer SEO service handling your online marketing campaigns. iLawyerMarketing has been helping law firms improve their visibility in the search engines for well over a decade. We understand what it takes to earn high rankings on Google in 2019 and the reputation we have as the very best in the law firm marketing industry is based on our past results. Call a law firm SEO expert at our office today, get a free law firm marketing evaluation and together we can create a smarter Internet marketing strategy that fits your personal needs.

How to Choose the Best Law Firm SEO Company

Choosing a company to handle your law firm’s marketing is a difficult task. There are plenty of companies promising high Google rankings, so how do you choose the best one? How do you know which one you can trust? Here are some of the most important things that the firm you hire should have.

Extensive experience marketing specifically for law firms
Choose a search engine optimization service that understands the ins and outs of law firm marketing. This knowledge helps extensively when it comes to generating more leads and more cases. iLawyerMarketing has been helping law firms for over a decade. Just as it matters when it comes to consumers choosing a lawyer, experience in law firm marketing is crucial.

Extensive experience researching Google’s search engine ranking algorithms
Google’s algorithms are extremely complex and are updated thousands of times each year. The very best SEO’s are constantly conducting experiments, testing to see what tactics are correlated to rankings increases or decreases and analyzing the SERPs. The ability to track Google’s algorithms day in and day out cannot be understated. The team at iLawyerMarketing has been doing this for nearly 15 years.

Many clients with high organic rankings for the most competitive search phrases in highly competitive markets.
Most companies have one or two sites they like to show as ones they have been able to get ranking high and it may seem impressive. What you don’t see is the many clients they have that are not ranking at all!  The law firm marketing you choose should be able to show you many examples of clients of theirs that rank high in many competitive markets.

Capability to build a beautiful website that is search engine friendly, fast and built for improving conversion.
Your law firm website absolutely plays a part in how your site ranks on Google. If you have Google Analytics installed on your site, Google is analyzing the user behavior of your site visitors. If users leave your site quickly, that hurts rankings. The best law firm websites do a great job of keeping visitors on your site and increasing the time users spend on your site, ultimately satisfying your visitors. Additionally, slow website load times will also hurt your rankings and your conversions. Speed has continued to increase in importance in Google’s algorithm in 2019. Last, beautiful law firm websites that are created with understanding of what consumers want do play an important factor in the decision making process of consumers looking to hire a law firm. A thorough understanding of Conversion Rate Optimization (CRO) should be an absolute must in the vendor you choose.

Customizes an Internet marketing plan that meets your law firm’s specific needs.
Be wary of a company that gives you pricing before conducting an analysis on your site and your SEO competitors on Google. You should have a tailored SEO plan that meets your marketing goals because just like with the cases you handle, no two cases are exactly alike.

A team of experts that specialize in all facets of web marketing
The iLawyermarketing team has everything that you should be looking for in an SEO provider. Extensive experience with organic SEO, Google maps optimization, keyword research specialists, content strategists, talented designers, highly experienced web developers and law firm PPC management experts. Why do designers, developers and PPC consultants matter for SEO?  Beautifully designed visual content pieces help us generate more links and PR for our clients. Great developers can build faster loading, search engine friendly websites. PPC team members can share valuable keyword impression data with the SEO team for smarter SEO campaigns.


The Importance of Choosing the Right SEO Provider

When it comes to SEO experts, the best in the industry are ones that conduct their own tests and experimentation. Part of the testing process is staying on top of the constant updates made by Google. In 2018, Google made 3,234 updates to the search algorithm. They also conducted 595,429 search quality tests, 44,155 side-by-side experiments and 15,096 live traffic experiments to try and improve the quality of their results. If you have ever wondered why SEO services are needed on an on-going basis, it’s because the SERPs (Search Engine Results Pages) are in a constant state of flux as a result of these constant updates. The law firm marketing agency that your law firm hires should be closely monitoring and staying on top of these changes. At iLawyerMarketing, we track rankings for over 500,000 keywords each month, specifically in the law firm marketing space, to be able to identify when Google algorithm updates impact our clients rankings and the legal vertical as a whole. Collecting and analyzing this volume of data as well as the constant SEO tests we conduct gives us insights that other lawyer SEO companies simply do not have. It also gives us the ability to create smarter, data driven SEO strategies that will help give you an advantage over your competition. We believe that we do this better than anyone other law firm SEO company.

Choosing the right SEO company to handle your marketing is critical so that your law firm website doesn’t get penalized by Google. Some companies doing lawyer SEO will overpromise just to get you to sign up with them. Be careful of any company that makes guarantees or promises of quick results as that can lead to your law firm’s website rankings getting worse instead of improving. The reality is that SEO in 2019 takes time. How much time depends on the level of difficulty for the keywords you are targeting, the level of competition on the 1st page of Google and the authority and trust factor that your website has. For example, optimizing for personal injury law in a competitive geographic market, the main search phrases in some cases can take a year or longer. However, only optimizing for the “home run” search phrases is an outdated way of thinking and a poor SEO strategy. The best attorney SEO providers, like the team at iLawyerMarketing, rely on experience and years of data to conduct smarter keyword research plans and create better marketing strategies so you can start generating leads and cases faster.

SEO Services We Offer

We have a reputation across the industry for being the very best when it comes to organic SEO for law firms. In our recent study that involved thousands of law firm websites all across the country, iLawyerMarketing had the very best organic search rankings out of every other law firm marketing provider in the industry. We are very proud of the reputation we have for being the best and we want to keep it! In addition to optimizing for organic search results on Google, we also optimize for Google locals (sometimes called Google Maps). We also will optimize your Google My Business profile.

Our typical law firm SEO services includes:

  • Experienced law firm SEO experts optimizing your website
  • SEO friendly site architecture *
  • Keyword research
  • Title tag optimization
  • Link flow analysis
  • Internal linking
  • Link profile analysis
  • Link building campaigns
  • Link profile monitoring
  • Content analysis
  • Content strategy
  • Content ideation
  • Citation building
  • Influencer outreach **
  • Social sharing **
  • Keyword ranking monitoring
  • Competitor content analysis
  • Competitor link profile analysis
  • Monthly Google analytics analysis
  • Daily monitoring of Google algorithm to check for updates and changes

*   when we build your website

** shareworthy content required


Can we help your law firm?

Are we the right company to handle your online marketing? We believe we are the best in the legal industry but we are not always a fit for every law firm. Here is our process for determining if we are a fit for each other:

  • Discuss your marketing objectives The very first step in our process is to have a discussion to find out what your marketing goals are. Is SEO the answer? For many law firms yes, but SEO is not always the right option for everyone. In some cases depending on time and money, paid search such as our PPC for law firms service is a better fit. If we believe we have a solution that will help you meet your goals we move on to step 2 in the process. If not, we will let you know right up front so we are not wasting each other’s time.
  • Evaluate your current website(s) and domain name(s) Next we analyze your law firm’s website and domain name to see if it can be used. Having high visibility on Google is a crucial first step to generating leads online, but if your website fails to convert your visitors then you are wasting money and losing out on new cases to your competitors. Additionally, depending on how your website was built, it may be contributing to poor rankings and prevent you from ranking high on Google. Our head technical SEO expert will analyze your current site to assess page load times, crawlability, mobile versions and overall SEO friendliness. In terms of your domain name, we will conduct a backlink analysis to make sure you don’t have a link profile that would prevent you from ranking high on Google. If your domain has a manual or algorithmic penalty as a result of bad links or over-optimized anchor text, a new domain name may be required so you are not wasting time and money trying to optimize a penalized domain.
  • Analyze the competition in your market We will look at the 1st page of Google search results for the keywords you want to rank for to determine who your online competitors are and what level of competition you are up against. We further analyze the top 5 to assess the strength of the competition – since that is who you will be competing with online. How do those websites compare to yours? Which sites have the best opportunity to convert website visitors? How strong is their SEO? What tactics are they using to earn high rankings? What areas of opportunity do we see?
  • Strategize to win Our SEO experts will come up with a tailored solution to help you start generating leads and new cases. The plan we come up with will be based on what we have found to be most effective for our clients who share similar goals in similar markets to yours. Depending on how aggressive you want to be with your marketing, we will develop the right online marketing strategy for you. Whether it’s just SEO or one that uses a combination of both SEO and PPC, we will use our 10+ years of experience in law firm marketing to put together the right plan for your law firm.

Call us today and ask for a demo from our marketing experts to see what we have been able to do for other law firms in the most competitive areas of law including personal injury, criminal defense, family law, employment law & more.

Law Firm SEO FAQs


How long will it take before I start ranking on Google?

The length of time that SEO takes depends on many factors, including the strength of your website, the level of competition on Google for the terms you want to rank for, the geographic market that you are in and the specific keywords you want to rank for. Typically you start to see improvements in your overall rankings in as early as 4 months but for the more competitive search phrases it can take up to a year or longer.


How much does law firm SEO cost?

SEO for law firms usually start at $2,000 for less competitive practice areas or markets but will cost more depending on the geographic areas and practice areas you are targeting. For example, SEO for personal injury in New York will be more expensive than estate planning in Provo, Utah.”


Why is lawyer SEO expensive?

SEO has become much more difficult in recent years because of the level of competition among law firms on Google, as well as a result of the changes in Google’s algorithm. It requires more time, more money, higher quality content, more technical understanding of how search engines work and more experienced SEO’s. If you don’t have the budget to engage in proper SEO, don’t waste your money on low cost SEO. Google is much better at being able to detect “shortcut” tactics that used to work in years past such as buying directory links and creating low quality content pages. We are a white-hat SEO agency, meaning we follow Google’s guidelines when we conduct SEO. We do this because we want to build long term relationships with our clients and want to engage in SEO methods that are safe from Google penalties now and in the future. There are many law firms who have used law firm SEO companies that have used tactics that are against Google’s guidelines in order to try and get high rankings. Unfortunately for these attorneys, many of these websites have been penalized and no longer rank. We know because we have been approached hundreds of times by law firms who have been penalized due to manipulative search marketing tactics. SEO for attorneys in 2019 is very different from years past.


I tried SEO and it didn’t work. How are you different from other law firm SEO companies?

First, our experience is what makes us different. We have been successfully optimizing law firm websites for nearly 15 years and have optimized thousands of websites. In the SEO world, experience is something that cannot be replaced. Someone who has been doing SEO for 2 years and has optimized 10 websites for example does not have the expertise or experience handling all the different situations that come about.

Second, the results we have been able to achieve for our clients sets us apart. Ask us to show you specific success stories and we can show you not just our ability to get law firms to the 1st page of Google for competitive searches, but more importantly we can share stories of how we have other law firms similar to you generate new cases online.

Third, we have built our own proprietary tools that our SEO team uses to do better SEO, including semantic keyword research that helps us rank for more search terms, content analysis tools that help us to create better content, competitor analysis to help us identify what tactics your competition is using, and backlink analysis to help in identifying potential link targets.

Last, our people are what set us apart. We have smarter law firm marketing strategists, more experienced SEO analysts and most talented team in the law firm marketing industry.


Should I choose SEO or PPC to market my practice?

The answer depends on many factors including your budget, how competitive the keywords you are targeting are, do you have time to wait for SEO or do you need to results now, etc. Every situation is different but we can help you decide what is the right fit for your law practice. For example, if you need to generate cases right away, a smart Google Ads campaign is going to provide more immediate results for you. If you understand SEO is an investment and it takes time, usually organic SEO can provide a better long term value as long as you have a great company running your campaign. If your budget allows, we highly recommend that your Internet marketing campaign includes both SEO and PPC together.

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