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SEO Agency for Law Firms: Everything You Need to Know

If you are considering investing in an SEO agency for your law firm, chances are you already have a good understanding of why it’s important that the firm rank near the top in a Google search.

In digital marketing, SEO is an extremely effective tool when implemented correctly, but it is also extremely technical and difficult to execute effectively. Unfortunately, no one-size-fits-all approach works for SEO, which is why working alongside experts like the ones here at Gladiator Law Marketing is the best way to ensure that your practice experiences plenty of SEO success.

Law Firm SEO

What is SEO?

Search engine optimization, also referred to as SEO, is the process of bringing more visitors to your website by bettering your position on the search engine results page.

The main issue that law firms experience with SEO, is understanding how to get the practice to rank above those of competitors in the organic search results. While there are several companies offering SEO and making big claims about their results, there is no foolproof way to rank as No. 1 in organic search results.

There are, however, several ways that you can increase your chances of success. At Gladiator Law Marketing, we prefer to overdeliver rather than overpromise. We ensure that your practice is in the best possible position to perform well on the search pages, to drive more high-quality organic traffic to your website.

Technical SEO

Over recent years, Google has moved away from placing all of its focus on keywords and now looks more toward overall user experience when ranking websites. User experience means considering title tags, page speed, site structure, and other technical aspects you may not consider important.


Alongside user experience, content is an essential SEO aspect you must consider. Google now focuses much more on the quality of content you provide rather than what keywords are included.

Ensuring that your website includes high-quality content will improve your website’s ranking, especially if it fulfills user intent.

Off-page Citations and Backlinks

The authority, credibility, and impression your law firm has online are essential to attracting new clients. Implementing plenty of authoritative backlinks and off-page citations to external website domains is important, referring traffic back to your website.

At Gladiator Law Marketing, we are highly experienced in working with law firms and have plenty of high-profile connections to call upon for high-profile backlinks and off-page citations.

Gladiator Law Marketing

Why is SEO for Lawyers Essential?

If you are trying to grow your practice, SEO traffic is an essential marketing tool at your disposal . . . and one that many law firms overlook. However, at least 17% of legal consumers search for a lawyer online, making it the second-most popular form of finding a lawyer.

At first glance, SEO can seem very confusing, and the goalposts are constantly moving, making it hard to create success.

At Gladiator Law Marketing, our team consists of experts who know how to help your content perform much better. Here are some of the key SEO ranking factors we take into consideration.

Law Firm SEO


Content Must Answer the Question

It might seem like a simple concept, but a lot of firms do not produce content that specifically answers questions potential clients might have.

For example, if you need your law firm to rank highly for the keyword phrase “criminal lawyer in Kentucky,” you must have content on your website that is specifically tailored to this search.

It’s important to reflect on the question from the perspective of the client. If they search this term and land on your website, they are likely searching for answers to the following questions:

    • Does your law firm practice criminal law?
    • Are you based in Kentucky?
    • Can you help with their needs?
    • How expensive are your services?

    Content on your website needs to answer these questions. Search engines want to send users to the best place to get answers to their questions. If Google believes you can answer those questions, it gives your content more chance of ranking highly.

SEO Agency

Content Must Be Optimized

Unfortunately, answered customer queries are no longer enough to help you rank at the top of the search engine. Answering questions is essential, but it does not give search engines enough information to know you are answering questions correctly.

It is essential to also consider keywords. In very simple terms, when Google evaluates your website, it fires out automated bots to study your content and understand what each web page offers. To ensure that more potential clients read your content, you must be clear about which keywords you are targeting for each page on your practice’s website.

Not only does this help your visitors, but it also helps search engines when they crawl your website.

Lawyer SEO Agency

Content Must Be Varied

This aspect is one of the trickier ones for law firms to master. Varied content is essential to show the SEO algorithm that you are an expert in your field and have plenty to offer to potential visitors to your site.

At Gladiator Law Marketing, we identify a series of primary keywords for your brand and then create long-tail forms or variations of those keywords to show in-depth knowledge on that particular topic. This process ensures that your content covers as much of the topic as possible to capture as many visitors as possible who are searching for that subject.

Most visitors will search for the most common keyword, but some will use more natural language or input variations of that keyword. The aim is to create a variety of content that covers all of the search queries related to your primary keywords so that you have plenty of opportunities to capture that lead.

Gladiator Law Marketing

Off-page Citations

Having excellent and engaging content is important, but that is not enough to differentiate yourself from your competitors. The internet is a digital sea of constant content that stretches for miles and miles. You need to also focus on other factors that Google considers in making the decision about which content is best to show on the first page.

One major aspect is making sure your contact information appears in all sorts of areas of the web, offering your practice more visibility for search engines and potential clients. That is why it is important to gain exposure from local SEO via backlinks from websites where business contact information is shown. This step is essential for long-term SEO success.

Lawyer SEO Agency

Technical SEO

Finally, one of the most essential and complex forms of SEO that many law firms struggle to tackle on their own is technical SEO. If handled properly, technical SEO can be the make-or-break aspect of your SEO performance. It is the trickiest to get right, which is why it is essential to team up with experts like Gladiator Law Marketing.

In simple terms, technical SEO measures how “Google-friendly” your website is. This is similar to user-friendliness but also includes other aspects such as site maps and security.

Technical SEO can be extremely complex to execute on your own, and hiring SEO experts is a surefire way to reduce risks and ensure that your technical SEO is up to par.

How to Pick the Right Law Firm SEO Agency For You

They Learn About Your Business

Before you get to work with any SEO agency, it is important for them to spend time learning about your business and brand.

Regardless of whether an agency specializes in SEO for law firms, you must ensure that the agency understands your competitors, audience, and practice. As we have discussed, there is no one-size-fits-all for SEO, so learning about your brand and its goals is essential.

At Gladiator Law Marketing, we will sit down with you for several brainstorming sessions to connect on a deeper level, understand your brand, and develop a winning SEO strategy for your law firm.

Conduct SEO Audits

One of the first things any SEO agency needs to do is to conduct an SEO audit on your firm’s website. Not many websites conduct their own SEO audits, and there may be several quick wins to be had. SEO audits are essential as they can highlight major issues such as complex navigation, duplicate content, bulky images, broken links, or low page speed.

Once Gladiator has conducted an SEO audit, we use this information to map out a unique and tailored approach to improve your firm’s SEO score.

Provide Extensive Keyword Research

Another essential aspect of any SEO agency you select is providing you with extensive keyword research. Your SEO agency must understand the terms or keywords your practice wants to rank for before creating a detailed and in-depth strategy for your practice.

That is why it is so important to select an SEO agency that specializes in law firm SEO — they will be much better versed on the right keywords to drive traffic to your website. The keywords selected for your strategy will vary based on what you can compete for to ensure you receive maximum ROI. Keyword research for your practice can be implemented using various tools, so make sure you ask your chosen SEO agency about which ones they intend to use and what steps they plan on taking as part of the process.

Monitor Your Site’s Performance

Once you begin working with an SEO agency, one of the first things they need to do is track the campaign performance on an ongoing basis. Gladiator Law Marketing provides detailed, consistent updates for our clients to ensure they are kept in the loop about their SEO performance.

That includes website performance, traffic levels, rankings for certain keywords, and more. Consistent monitoring is essential as it will impact the SEO strategy going forward and see what is working and what doesn’t, to get maximum ROI.

Provide Regular Health Checks

At Gladiator Law Marketing, we understand that the SEO rules change regularly, and a piece of content that was once excellent for SEO may no longer have the same impact. That is why we implement regular health checks to make certain everything is running smoothly and all content is up to date.

We check to ensure search engine robots are crawling the site correctly and that there are no broken links, poor backlinks, or duplicate content. If there are, we will resolve these issues immediately.

They Are Transparent and Communicative

Regardless of which marketing agency you use for your law firm practice, it is essential that they be transparent and communicative throughout. They must be clear and realistic about what has been completed, what goals are being met, and so on.

Put yourself in the same shoes as your client. You know how invaluable clear and concise communication can be for a client at your firm, and the same should be the case when you are the client of a marketing agency. If an agency cannot provide clarity about what tasks they are executing and why, this should be a major red flag.

SEO is never a clear and simple process, but that doesn’t mean there can’t be clearly laid plans to increase rankings for your practice. Some techniques may not be as effective as first hoped, but your SEO agency should update you on these changes and what the follow-up steps are.

Provide Realistic Turnaround Times

SEO is a complex process and requires time before you will notice significant results. The right SEO agency knows that progress takes time, but that doesn’t mean they rest on their laurels and take things slowly. At Gladiator Law Marketing, we always provide realistic timeframes, knowledge gained through our extensive experience in successful SEO campaigns for law firms.

Deliver Results

Whichever SEO agency you use to boost your online presence, you want to see results. Some companies may promise instant results, but be wary of brands that may overpromise and underdeliver.

At Gladiator Law Marketing, we focus on long-term, continuous results rather than short-term wins. On average, we have increased our client’s organic traffic by 275% if they stay with us for at least two years.

In that time, we work hard to build a structure and website that allows you to continue to experience growth and organic traffic for many years to come.

Final Thoughts

Successful law firm SEO is not a simple task, and it requires a strong and open partnership between you and your chosen agency. If you want to bring more organic traffic to your law firm’s website and increase the size of your practice, get in touch with Gladiator Law Marketing today.

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