Law Firm SEO Services
Law Firm SEO That Turns Searches Into Signed Cases
I help criminal defense, DUI, family law, personal injury, and immigration firms across the US rank on page one and in the Google Map Pack, so the people searching for a lawyer right now call your firm, not the one down the street.
Free and no obligation. You get a written review of your site, your Google Business Profile, and your top competitors.
- 1.3k → 5.5kMonthly organic visits for a criminal defense firmCurrent client · 2024 – present
- 2.5MSearch impressions and 10k+ clicksGoogle Search Console
- +80%More Google Business Profile visits, calls & clicksSame firm
Practice Areas
Built for Firms That Compete Locally
I focus on practice areas where clients search with urgency and pick a lawyer from the first page they see.
- 01Criminal Defense
- 02DUI / OUI
- 03Family Law & Divorce
- 04Personal Injury
- 05Immigration
- 06Gun & Weapons Charges
Why It's Different
Legal SEO Isn't Like Other SEO
Google holds law firm websites to a higher standard, and so do your state bar and your future clients.
Google treats legal content as “Your Money or Your Life”
Legal pages fall under Google's YMYL category, which means rankings depend heavily on E-E-A-T: real experience, attorney expertise, authority, and trust. Thin pages written by generalist content mills don't rank, and they can drag the whole site down. I build content around your attorneys' actual experience, with clear authorship, attorney bios, and schema that connects every page to the lawyers behind it.
The Map Pack decides who gets the call
When someone searches “DUI lawyer near me” at 11pm, most of them call one of the three firms in the Map Pack. That makes your Google Business Profile one of your most valuable assets, and one of the easiest to get suspended if it's handled carelessly. I optimize profiles to Google's guidelines so you get the visibility without the suspension risk.
Your bar's advertising rules still apply online
Every state bar regulates lawyer advertising, most based on the ABA Model Rules (7.1 to 7.3). I write and review content to avoid misleading claims, guaranteed outcomes, and “specialist” language your state doesn't allow, and you or your attorneys get the final say before anything goes live.
Rankings only matter if the phone rings
I track what actually matters to a firm: calls, form submissions, and Google Business Profile actions, not just keyword positions. If a page ranks but doesn't bring in consultations, we fix it.
What's Included
Everything Your Firm Needs to Rank
One strategy covering your website, your Google Business Profile, and your authority online.
- LAW-01
Practice Area Pages
In-depth pages for each practice area and charge type, written for the way clients actually search.
- OUI, assault, drug, gun charge pages
- Clear next steps and intake prompts
- LAW-02
Location Pages & Local SEO
City and county pages that rank in the towns you serve, without thin duplicate content.
- Court and county specifics
- Local internal linking
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Google Business Profile
Categories, services, posts, photos, and Q&A optimized to win the Map Pack safely.
- Suspension-safe setup
- Review generation strategy
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Attorney E-E-A-T & Schema
Attorney bios, authorship, and structured data that prove real expertise to Google.
- Attorney, LegalService & FAQ schema
- Entity and author connections
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Topic Clusters & Legal Content
Semantic content hubs that answer client questions and build topical authority.
- “What happens if…” guides
- Optimized for AI Overviews
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Technical SEO
Site structure, speed, indexing, and internal linking fixed so every page can rank.
- Core Web Vitals
- Crawl and index cleanup
- LAW-07
Digital PR & Legal Links
Authoritative backlinks from news sites, legal directories, and .edu outreach.
- Journalist and expert quotes
- Citation and directory cleanup
- LAW-08
Bar-Compliant Copy
Content written to avoid misleading claims and reviewed by your firm before publishing.
- No guaranteed-outcome language
- Disclaimers where required
- LAW-09
Reporting That Matters
Monthly reports on calls, forms, GBP actions, rankings, and traffic, in plain English.
- Search Console & GA4 data
- Clear next-month priorities
Process
How We Get Your Firm to Page One
A clear, step-by-step process. You always know what I'm working on and why.
Audit & Competitor Analysis
I review your site, Google Business Profile, backlinks, and the firms ranking above you in your market.
Strategy & Roadmap
A prioritized plan: which practice areas and locations to target first, and what to fix.
Build & Optimize
Technical fixes, new practice area and location pages, and on-page optimization.
Build Authority
Digital PR, legal links, citations, and reviews to strengthen trust signals.
Report & Refine
Monthly reporting on calls and leads, then doubling down on what works.
Case Study
A Criminal Defense Firm, From 1.3k to 5.5k Visits a Month
The Law Office of Matthew W. Peterson
- 1.3k → 5.5kMonthly organic visits
- 2.5MImpressions, 10k+ clicks
- +80%GBP visits, calls & clicks
I lead the firm's full SEO strategy: restructuring the website, building semantic topic clusters, optimizing Google Business Profiles without suspension risk, and earning authoritative backlinks through Digital PR and .edu outreach.
The result: page one and Local Pack rankings for highly competitive criminal defense and gun charge keywords, with organic traffic growing more than four times.
Get Results Like TheseGood Fit
Who This Is For
Law firm SEO works best when there's demand in your market and capacity to take new cases.
- LAW-01
Solo & Small Firms
Firms ready to stop relying only on referrals and paid directories for new cases.
- LAW-02
Multi-Location Practices
Firms serving several cities or counties that need each office to rank locally.
- LAW-03
Firms Hit by Updates
Firms that lost rankings after a Google update or a Google Business Profile suspension.
- LAW-04
Firms Paying Too Much for Ads
Firms that want organic leads to lower their cost per signed case over time.
FAQ
Law Firm SEO Questions
01How long does law firm SEO take to work?
Most firms see early improvements in two to three months and meaningful gains in leads within six to twelve months. Legal markets are competitive, so the timeline depends on your city, your practice areas, and how strong your competitors are.
02Is SEO allowed under my state bar's advertising rules?
Yes. SEO is a form of lawyer advertising, so the same rules apply: no false or misleading claims, no guaranteed outcomes, and no “specialist” titles your state doesn't permit. I write with those rules in mind, and your firm reviews and approves content before it goes live.
03Do you write the legal content yourself?
I research and draft content built around how clients search and what Google expects for legal topics. Your attorneys review every page for accuracy, and I can turn their experience into content through short interviews, which is also what Google's E-E-A-T guidelines reward.
04Can you help if my Google Business Profile was suspended?
Yes. I review the profile against Google's guidelines, fix what triggered the suspension (often the business name, address, or categories), and help you prepare the reinstatement request. Then I set it up so it's far less likely to happen again.
05How do you measure results for a law firm?
By leads, not just rankings. I track phone calls, contact forms, and Google Business Profile actions alongside traffic, impressions, and keyword positions, and I report on all of it monthly.
06Do you only work with criminal defense firms?
No. Criminal defense is where my strongest current results are, but I also work with DUI, family law, personal injury, and immigration firms, and the same approach applies to most local practice areas.
More Services
Other Ways I Can Help You Grow
Ready to Get More Cases From Google?
Get a free law firm SEO audit. I'll show you where your firm stands, what your top competitors are doing, and the first things I'd fix.