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SEO for Employment Lawyers: What is it, and How It Can Help Your Law Firm Grow.

Are you trying to push your employment law firm’s website up in Google’s organic search results?

Perhaps you have tried to improve your ranking before, but your search engine optimization efforts have had little effect.

With more employment law firm websites vying for the top spot than ever before, it is essential that you get your SEO dialed in as quickly as possible.

Follow the tips and advice in this guide to implement the best SEO strategy for your law firm.

Here, we will discuss the following:

  • The value that an effective SEO plan can bring to your employment law firm
  • The value of keyword research, great content, and other SEO aspects
  • Valuable strategies you can use to implement an effective SEO campaign.

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Search Engine Optimization for Employment Law Firms

Search engine optimization (SEO) is a combination of actions to try to make your website perfect in the eyes of Google and other search engines.

When optimized correctly, your law firm’s website will appear near the top of the page for employment law searches in your area. If your employment law firm appears in the top five results, the impact that will have on your visitor count will be significant.

Even if those visitors don’t convert initially, you will have their information to retarget them in other marketing channels, such as on social media or via email.

Why is SEO Essential for any Employment Law Firm?

Any employment law firm that wants to grow its brand and increase its reach must be successful with its organic ranking. While many people tend to dismiss organic traffic as a side product of other efforts, it should be the foundation of your law firm’s digital marketing strategy.

The landscape of searching for an employment lawyer in the local area is changing. Searching on Google is the first port of call for almost everyone in the modern era, and if you are not ranking highly on the first page, you are missing out on a major source of high-quality leads.

What are the Factors That Influence SEO Ranking?

When it comes to SEO for employment lawyers, there are four main aspects that will affect where your law firm website ranks:

  • Content
  • Backlinks
  • Technical SEO
  • Website Design.


The first aspect to consider for employment lawyer SEO is great content. The term “content” includes blogs, vlogs, articles, imagery, and other things like eBooks or digitally downloadable content.

By creating helpful, engaging content, your user experience will increase, and this is a major SEO ranking factor.


High quality backlinks are a must for any employment lawyer’s SEO efforts, as it shows Google that you are an authoritative and credible source of information. Your backlinks score will be impacted by how many links you gather and how reputable those sources are.

Technical SEO

Technical SEO covers how seamless the user experience is when people visit your law firm’s website. Google wants to promote websites that are easy to use, load quickly, and offer simple site navigation.

Website design

Finally, website design plays a key role in where law firms rank on Google. Aesthetically pleasing and easy to navigate websites ensure that visitors stay on the website longer and interact more with the content, which Google factors into its ranking system.

How to Create Excellent SEO Content

It Must Answer a Potential Client’s Questions.

The first aspect you must consider when making a content plan is what pain points potential customers may be experiencing when searching for an employment lawyer.

Try to look at your content plan through their eyes:

  • What has caused them to search for an employment lawyer?
  • What is the most common reason for needing an employment lawyer?
  • How can your law firm help them?

The aim of your content should be to answer these questions and more and put their concerns at ease. If Google believes your website offers users useful answers to their questions, it is much more likely you will be promoted to the top of the search results.

The reason Google has managed to become the No. 1 search engine is that it provides users with answers to their questions quickly and efficiently. If your website helps with that objective, Google will look upon you favorably.

It Must Be Keyword Optimized

Another aspect to consider in order to rank on the first page of search engine results is to ensure that all of your work is keyword optimized. Your website’s search engine rankings will not improve if you are not using the right keywords and phrases.

Google uses keywords to identify content related to particular topics. If you don’t include the necessary keywords, your content will not get ranked highly by Google, even if it offers valuable insights.

To ensure your keywords are fully integrated into your content, you should place the primary keyword in these sections:

  1. URL
  2. Headings
  3. Consistently throughout the content
  4. Title tag
  5. Description tag.

It Must Be Varied And Detailed

In today’s environment, your content cannot simply focus on one primary keyword. A few years ago, this was enough to rank highly on Google Search. Now, you must have a primary keyword and then plenty of variations of that keyword included in your content to make certain you completely cover a subject in as much detail as possible.

Most people will type in your main keyword or phrase, but there are some people who ask the same questions with slightly different wording. The aim is to build content that covers all of these similar inquiries, to show Google you fully understand the market.

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How to Create Excellent SEO Backlinks

Creating excellent content is one essential aspect of high-performing local SEO, but it is not the only key aspect.

While Google places plenty of focus on the quality of the content you create and which keywords you use, it also takes into account the quantity and quality of the backlinks that point traffic to your law firm’s website.

The more high-quality backlinks your website has, the more Google will view you as a respected and reputable source of information. If you don’t have many high-quality backlinks, Google views this as a signal that your content is not well-respected by your peers and therefore will be less keen to promote your page.

The value of off-page citations

Along with reputable backlinks from popular websites, you should also look to implement up-to-date contact information for your employment law firm across any online directories for the best local SEO results.

Here are some of the online directories you should add your information to:

  • Legal directories.
  • Local directories.
  • Social profiles.

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How to Implement Excellent Technical SEO

While some employment law firms have a fair grasp on content and backlinks, very few have the information required for excellent technical SEO.

Technical SEO can be the catalyst for your SEO strategy or its downfall, and it requires a lot of expertise. Even SEO agencies that don’t specialize in legal SEO will struggle to achieve success in this area.

In simple terms, technical SEO covers how user-friendly your website is, how secure it is, and how clear your sitemap is.

Here are some things to keep in mind about technical SEO:

  1. Your website should meet Google’s guidelines: Google offers clear guidelines that must be followed for the best SEO optimization.
  2. Your website must be mobile-friendly and load quickly: Ensure that all web pages load as fast as possible and render well on any device.
  3. Your website must be easy to navigate: The easier your website is to navigate, the easier it is for Google to understand content on the website.
How Website Design affects SEO Optimization

Last, don’t forget to ensure that your firm has an effective website designed to convert leads. It is no good following the three other aspects of great SEO only to fall at the final hurdle.

If you have a poorly designed website, visitors will quickly head to a competitor’s website instead. This action will lower your engagement rates and reading time average, both of which are key aspects of the Google ranking system.

Ensure that all of the imagery, content, and videos on your website are laid out in a clear and attractive manner while also adhering to the technical SEO aspects we have already discussed.

If you are able to combine all four of these factors effectively, you will quickly see your law firm’s website start to climb the rankings for searches related to employment law.

Final Thoughts on SEO for Employment Law

Ultimately, no matter how well you implement your SEO strategy, you will not see results overnight. Marketing for employment lawyers takes time. Keep at it, focus on producing excellent content, gathering more reputable links, and making your website more user friendly, and soon enough you will start to see the results trickle in.

The best way to execute an excellent SEO campaign is to team up with the experts. SEO for lawyers can be complex, and not every SEO agency will be well-placed to support you. Employment law is unique and requires a unique SEO approach for optimal results.

At Gladiator Law Marketing, we specialize in law firm SEO, and we know exactly what you need to do to see the best possible results. Get in touch today, and learn how we can help you take your business to the next level.

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