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3 Keyword Optimization Tips for Improving Lawyer SEO

Posted by David Juilfs on Nov 10, 2020 9:01:00 AM


By David Juilfs

Both paid and organic search dominated inbound traffic for websites in 2019, comprising 68% of all trackable website traffic and vastly exceeding all other channels, including display and social media according to a BrightEdge study. In other words, search engine optimization (SEO) will continue to play an increasingly critical role in marketing law firm.

One of the most crucial building blocks of a sound lawyer SEO strategy are the keywords. Without the right set of keywords, your marketing will be aimless — wasting your resources and time. As a result, you have to pay more attention to keyword optimization.

Here are the top three keyword optimization tips that will help improve your law firm SEO efforts.

1. Make a List of Focus Keywords

The first, and perhaps most important step, is to determine the focus or target keywords for your website. These highly specific keywords can help you bring qualified leads to your site.

The two starting points for making a list of target keywords are location and area of practice. Most law firms have local offices and practice a particular branch of law in a city or state. Including the name of the location along with the area of practice can help you target qualified leads.

For example, “lawyer in Florida” is a broad keyword. But when you add a location and practice area — “personal injury lawyer in Orlando, Florida” — it becomes highly specific.

You can use a variety of free and paid tools, including Google Ads Keyword Planner, and the “searches related to” section at the bottom of the search results page. Most of these tools will also tell you about other keyword factors, such as search volume and cost-per-click (CPC), among others.


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"Without the right set of keywords, your marketing will be aimless — wasting your resources and time."

2. Create Keyword-Specific Blog Posts

When it comes to law firm SEO, having a blog is a great way to boost incoming web traffic. Blog posts allow you to add fresh and relevant content to your website. This, in turn, enables you to use the latest trending keywords.

Each blog post, however, needs to be keyword-specific. Well-researched, informative, relevant and keyword-specific blog posts make your website more user-friendly.

For example, if your keywords are “Personal Injury Attorney in Buffalo, Minnesota,” writing a blog post on “How to Find the Best Personal Injury Attorney in Buffalo, Minnesota,” or “How Can a Personal Injury Attorney in Buffalo, Minnesota Help You?” can offer a great way for you to target more qualified prospects.

Furthermore, make sure to optimize the URL, meta description and title tag for each post by including the target keyword in these areas. At the same time, focus on the quality of the content, as it is also an important SEO factor. Each blog post must deliver what the title says in the most engaging way possible.

3. Take Keyword-Optimization Beyond Your Website

One of the most common mistakes in law firm SEO is to limit keyword optimization to the website alone. Although your ultimate goal is to increase inbound traffic to your website, you will need keyword optimization to reach your entire digital presence.

From your Google My Business page to your profiles on social media platforms and sites like Avvo, Justia and Super Lawyers, everything should be optimized with the focus keywords.

The web traffic coming from these sources will also help boost your site’s rank in search results. If the content on all your social media profiles, paid advertisements and other online media is consistent, it will boost the inbound web traffic substantially. Make sure your website and rest of your profiles are always in sync.

Without a doubt, keywords are the foundation of your SEO strategy. Armed with these top three keyword optimization tips, your law firm SEO efforts will generate better results. The key to successful keyword optimization, however, is consistency. Keep analyzing and improving your keyword research and optimization continuously.


David Juilfs has more than 15 years of marketing experience, ranging from traditional print, radio and tv advertising, to modern day digital marketing for law firms and lead generation software. He is a multi-award winning marketer and has also volunteers his time with SCORE as a business coach/consultant to help businesses get better leads, more business and higher ROI. You can contact him at and visit his website here.



Topics: Communications, Legal Marketing, digital presence, digital strategy, engagement, SEO

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