Attorney SEO is search engine optimization built around a law firm’s website, content, and online presence, and many lawyers hire specialized firms or digital agencies to handle it. Plenty of attorneys are unhappy with their current marketing company and search for terms like “attorney SEO” and “lawyer SEO” looking for something better.
The guide below covers what sets attorney SEO apart from generic legal SEO, why organic rankings matter, and how social media fits into a law firm’s online promotion.
What is attorney SEO?
An attorney website, blog, or other online presence is a website maintained by a lawyer. The content, links, and other material on that site are not automatically professional or ethical. If the lawyer’s web content is outdated or uninformative, the site does not function as an attorney SEO presence, and nothing on it should be treated like one.
It is also unlikely that a lawyer will post an article on a marketing article-submission Web 2.0 site or blog. Search engine optimization should be a priority for virtual marketing efforts. If the articles posted on legal SEO sites are not up to date and lack legal SEO content to back them up, they become an obstacle rather than an asset.
How do you tell attorney SEO from legal SEO?
Attorney SEO focuses on the individual lawyer or law firm as the brand. Legal SEO is a broader category that covers any site targeting legal keywords, including directories, article sites, and blogs run by non-lawyers. The distinction matters because search engines reward sites with clear authorship, accurate information, and consistent topical focus, which a practicing attorney’s site is better positioned to provide.
Why does organic search matter most for attorney SEO?
The real value of attorney SEO comes from organic search results. An optimization firm may promise great rankings, but without organic search marketing, a firm has no real shot. The firm’s website must rank highly in the search engines; if it does not, the search engine’s view of the practice can misrepresent the facts of what the firm actually does.
What role does social media play in law firm online promotion?
Search engine optimization can only go so far. To capitalize on attorney SEO work, a firm should use social media and online networking through podcasts, videos, newsletters, and blogs. These outlets let firms connect with clients in ways that were not possible a few years ago and open the door to viral marketing. There is real demand for more lawyers to participate in the social networking space, and an attorney SEO firm can help a practice become a visible presence in that market.
Social media is a positive development for any law firm, but staying vigilant matters. Law offices that do not keep up with social media end up grouped with their competition and, in many cases, forget about it altogether, which can hurt the bottom line. A firm’s reputation is everything, and ignoring the online community leaves the firm exposed to negative situations down the road.
The bottom line on attorney SEO
It does not matter whether you are an attorney, a solo practitioner, or a large firm, and it does not matter whether you work with the entertainment industry or the music industry. Legal SEO efforts should focus on being proactive and attentive, and a firm should engage in attorney search engine optimization on a regular basis.
FAQ
What is attorney SEO?
Attorney SEO is search engine optimization focused on a lawyer’s or law firm’s website and online content. It treats the lawyer as the brand and relies on up-to-date, informative content, accurate links, and a consistent topical focus to earn organic search visibility.
Why do law firms hire specialized attorney SEO firms?
Many attorneys are dissatisfied with generalist marketing companies and search for specialists using terms like “attorney SEO” and “lawyer SEO.” Specialized firms focus on the legal market and understand the ethical and reputational considerations that come with marketing a law practice online.
How does social media fit into attorney SEO?
Social media, podcasts, videos, newsletters, and blogs extend a firm’s reach beyond search rankings. These channels create new ways to connect with clients, support viral marketing, and protect the firm’s reputation when used consistently.