Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.


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For those law firms are simply looking for tips on how to do their own search engine optimization or those just here for information, here are some tips on law firm SEO below.

1. Don’t rely 100% on Google organic search : You know the saying, don’t put all your eggs in one basket. That especially applies to marketing your law firm on the Internet. Don’t rely on a single marketing source to drive all your leads. Why shouldn’t you rely on Google organic search results for all your leads? Because you have no control over Google’s algorithms, which are constantly changing. For example, Google updated their algorithm 3,234 times in 2018 (while also running over 650,000 experiments which led to these updates). At any given point in time there is always the possibility of losing your organic rankings. Smart lawyer marketing in 2020 consists of multiple methods of generating leads, including paid search such as Google Ads, Bing Ads, Facebook ads or other sources of paid search.

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 2020 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 However, only optimizing for the “home run” search phrases is an outdated way of thinking and a poor SEO strategy.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.

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.

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.

Law Firm SEO FAQs.

What is Content Marketing?

Google has said that social media is not part of their algorithm. Based on evidence from the studies that we have conducted, we agree. Social media is too easy to manipulate and it’s out of Google’s control, so they are much less likely to rely on that as a ranking factor. However, depending on your firm, social media may be useful in your overall legal marketing strategy. Especially when using paid social media marketing as opposed to organic social traffic.

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 2020 is very different from years past.

Great web design is also important for keeping visitors on your site instead of leaving and going to another law firm’s website. The whole point of SEO is to get more traffic to your law firm website so you can convert those visitors into actual clients.

Are you looking for the right legal marketing agency to help you generate leads and cases in 2021? If so, you’ve come to the right place. iLawyerMarketing is the very best SEO company in the legal industry . This isn’t simply our opinion. We have the data that shows that we are the very best search engine optimization company when it comes to ranking high on Google search results. Feel free to contact us today so we can show you how we’ve helped other firms across the country.

Yes. Our SEO strategy has never been about tricking Google algorithms by using black-hat techniques. Instead, our digital marketing services are focused on long term SEO success. Many legal marketing companies use techniques that work today but may end up causing your site to get penalized tomorrow. Instead, we focus our marketing efforts on giving your human visitors (and potential clients) a great user experience while increasing your levels of trust in Google’s algorithm. For the great majority of our clients, this results in better Google rankings and ultimately more clients for your law firm.

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 600,000 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.

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. We have been able to get top results in even the most competitive fields of law firm marketing, including:

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.”

Can we help your law firm?

Our content development services including creating new web pages, adding new blog posts, refreshing existing content, creating content assets and creating internal links to relevant web pages within your site. Additionally, our SEO’s use our proprietary Content Analysis Software tools to analyze the Google SERPs and help determine what elements of content are currently required to rank on the 1st page of Google for the specific target phrases we are optimizing for. This software is essential since Google’s algorithm changes on a frequent basis.

Considering that Google is constantly changing their organic SERP layouts to prioritize paid search, this is another reason to not completely rely on a law firm SEO strategy. Google continues to push organic results further down the page, which is why Google Ads can be so effective and are an important part of your law firm marketing strategy. The first page of Google today is not the same as it was in years past. These days we do all different types of SERP features such as knowledge panels, featured snippets, review carousels, People Also Ask and more. This has led to a reduction in organic clicks. Some studies have shown that over 50% of all searches on Google now result in 0 clicks! In a constantly changing landscape of search engine results on Google, it’s important to diversify your law firm’s lead sources.

There is no one set of content rules that can apply to all keyword phrases, as what Google deems to be better depends on how your content satisfies the true intent of the web searcher. Many legal marketing content writers today still think that repeating keywords over and over again means their content is “SEO friendly”. That is not the case with Google’s ranking algorithm today. Google wants to see variation and semantically relevant topics included in content that is more comprehensive in nature, while still satisfying the true intent of the user.

Do you use white hat SEO techniques?

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.

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:

How can I appear in the map packs?

How to Choose the Best Law Firm SEO Company.

The Google local pack is highly sought after real estate when it comes to Google SERPs. In the image above, we can see our client ranking #1 in the local pack for the search “Dallas car accident lawyer”. There are many different factors for appearing here, but the local pack has its own algorithm for determining rankings. Many of those ranking factors include NAP (name, address, phone number) consistency, online reviews, review sentiment, proximity from the searcher conducting the query, business citation sources, business name, category and many other factors. While nobody knows all the factors, there are many that we only share with the SEO team optimizing our client websites. The advantage of optimizing hundreds of law firm websites on a consistent basis provides us an incredible amount of data and insight into helping our clients rank high on the local map packs.

* when we build your website.

Why is lawyer SEO expensive?

4. Get (real) reviews for your law firm: Reviews are important to Google’s local ranking algorithm. While it’s not the only factor to ranking in the local pack, it’s no doubt one of the most important ones. You may be tempted to get fake reviews like many other law firms do, but this is a terrible idea. Google will eventually get a better handle on dealign with fake reviews.

Yes. Nearly all of our SEO packages include a wide range of content services including:

Should I choose SEO or PPC to market my practice?

What is local SEO?

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

If your law firm is a local business then you must be well optimized for local searches and keywords. We’ll ensure a consistent, accurate, and reputable presence for your firm across the local search ecosystem. This work includes:

Because of that, and because of the advancements that Google and other search engines have made over the decades, successful SEO in 2020 requires a variety of capabilities, including:

That’s where we come in. We are a full-service digital marketing agency that was built on the foundation of attorney SEO. We’re ready to help improve your rankings and your bottom line, just like we have for hundreds of law firms over our history.


Effective SEO campaigns are not cheap. More and more law firms are entering the field everyday and that means greater competition. In general, our ongoing SEO programs begin at $2,000 per month. At this cost we’d be able to produce for a single area of practice in a single market. As the number of practice areas and the competition of the market increases, as do our rates. The majority of our clients are in the $5,000 per month range. Our biggest clients spend $20,000+.

Key Performance Indicators:

At Juris Digital, we are law firm SEO experts. If you fail to plan, you can plan on failing. We take this sentiment seriously. That’s why each of our SEO engagements begins with discovery and strategic planning. During this time our SEO strategists:

Not ready to talk? No problem. This page has a ton of information about our company, our approach to lawyer SEO, and what it’s like to work with us.

After planning is complete, it’s time to begin executing. Next, we take action to ensure that your website has the strongest possible SEO foundation. This process is sometimes referred to as on-site SEO or technical SEO. It involves:

Because SEO takes time to bear fruit, we ask that the firms we work with sign a basic agreement committing to a 12 month campaign. This ensures that we get a fair chance to show you an exceptional return. That being said, we understand that sometimes things change and you have to make decisions for your business; we’ll never hold you hostage if, for whatever reason, you’re not able to complete the 12 month term.

At Juris Digital we report to our SEO clients on a monthly basis. Our reports include an analysis of metrics that matter most to you. They are written in plain English and include the following details:

Search engine optimization (SEO) is a digital marketing strategy aimed at driving traffic to your law firm’s website by way of page one rankings on search engines (Google, Bing, etc.) for keywords and search queries that your potential clients are searching.

Wherever you are, we’ll meet you there .

The policy is straight forward: No matter the size of your primary market, or your marketing budget, we will never work with more than three competing firms in your area of practice and your market. Specifically:

How long it takes before your SEO investment begins to bear fruit depends on the state of your website when we begin. A brand new website will take more time to gain steam than a site with a long history. Generally, SEO takes anywhere from 4 to 6 to 8 to 12 months to begin working. For a more detailed explanation, click here.

One of the major items we look for during the discovery phase is any discrepancy between our target keywords and content you already have on your site. For every keyword topic that is not represented by a well-written and optimized page, we develop and publish new evergreen content, usually in the form of articles or blog posts. Juris Digital content is:

If I Invest In SEO With Juris Digital, Will I Be Locked Into A Contract?

Investing in SEO for your law firm is exciting .

Complete our short questionnaire today. We’ll review your information and follow up with you soon after to discuss the next steps.

Through their innovative ideas and hard work, we have quickly risen to the top of google for our market. I highly recommend their services.

Many of our clients initially came to us because their current website was preventing them from achieving the SEO results they were looking for. If this is the case for you, we’re going to be honest about it and recommend that we re-build your website on our framework. Alternatively, if your current site is solid and simply needs tweaks, new and/or improved content, and links, we’re happy to hit the ground running with it.

Link building is what separates a good SEO from a great SEO. A strong backlink profile is essential for your website to rank highly in competitive markets. We are continually coming up with creative ways to build impactful links to your website, including:

Block to display the Client Reviews as seen on the homepage. This block is not editable.

We deliver tangible, bottom-line results. We have a deep respect for the legal profession. We take our performance seriously because we take your responsibility seriously. We’ll lose sleep over your business. We are hyper-competitive and fueled by winning. If you’re not happy, we’re not happy. We work exclusively with law firms. Our knowledge is specialized specifically to benefit our clients. But of course, all of that is just talk. The best way to judge us is by examining our work, and by hearing from our clients.

Will You Work With My Competitors?

Attorney SEO works by enabling your law firm to be found online by the people who are looking for your services. It is the practice of optimizing your website for keywords that your potential clients are searching on search engines like Google.

While there are certainly some firms that are late to the party, lawyers were among the early adopters of SEO, and so the competition in many areas is incredibly stiff.

We invite you to contact our attorney SEO experts anytime to discuss your goals. We’ll answer your questions, ask our own, and help you decide whether our attorney SEO services might be a good fit for your law firm.

The most striking difference between Juris Digital and other digital marketing groups is their ability to clearly define what they are doing and more importantly why they are doing it.

Whether we’re your first SEO company or your fifth, we’re determined to be your last.

I was most impressed with their ability to understand my ideas and immediately incorporate them into the design of the site, making the process easy and painless.

See how we worked closely with Silva Injury Law to help them increase their caseload by 60% in just 6 months.

Law firms that partner with Juris Digital to handle their SEO are never in the dark about the performance of their site or our strategy for achieving their goals. We believe in complete transparency and accountability. We will optimize your website with one goal in mind: Sign more, higher-value cases. With that in mind, here is a description of what it looks like to hire us for law firm SEO services.

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