Marketing a law firm online presents unique challenges from marketing other businesses on the web. What works in other industries, doesn't necessarily work for law firm marketing. Also, there are many ethical considerations that are unique to law firm marketing the rules for which vary from state to state.
Due to the unique challenges of marketing a law firm online, it is that much more important to seek out professionals that specialize in internet marketing for law firms.
Like the practice of law, there can be no substitute for experience. SEO for law firms is part technical science and part technique. For most law firm SEO's, these skills are developed by working with clients and producing results. Again, experienced specialists in SEO for law firms know how to navigate many of the obstacles, pitfalls, and challenges associated with web-based practice growth.
From keywords to linkerati resources, to content production and publication, those that specialize in online law firm marketing have a competitive advantage over other legal-specific marketing consultants that don't have experience handling legal specific web campaigns.
One great way to distinguish specialists from more general search engine optimization consultants is through the use of targeted searches. For example, searches for "search engine optimization consultants" won't produce as targeted results as searches for "law firm search engine optimization consultants". Using legal modifiers like lawyer, attorney, and law firm in your searches for search engine optimization companies will help you find those that specialize in working with law firms.
Since a large part of law firm internet marketing is about "getting found" in various search engines, like Google, law firm SEO firms that rank-well in the organic listings for these types of terms provide good empirical evidence that they "know what they're doing". Keep in mind that this is more of a guideline than a rule.
Some law firm search engine optimization companies will push the envelope of acceptable practices. So, while these companies may enjoy short term success in the search engines, over time their rankings begin to diminish. Performing multiple searches for targeted relevant terms is a good way of weeding out some of these more short-minded firms.
If you're in the market for a law firm SEO company, be sure to check out their online reviews and ask around. Quite frankly, there are a lot more questionable firms than any of us in the industry would probably like to admit.
Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ." Ads? โLSAs? โLocal Pack? โLinks? โ ๐ท AI Overview? โ 6 firms listed. Only one tiny ๐. Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button? ๐ฌ๐ผ๐ ๐ด๐ฒ๐: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But hereโs the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: โข PPC Ads โข SEO Rankings โข Lead Generation Very few want to talk: โข Brand โข Trust & Recognition โข Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]
I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
If youโve spent any time on LinkedIn, youโve likely seen posts from law firm SEO experts showing off charts with an โup and to the rightโ trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And itโs not just the agencies celebratingโ๐น๐ฎ๐ ๐ณ๐ถ๐ฟ๐บ๐ ๐๐ต๐ฎ๐ ๐ต๐ฎ๐๐ฒ ๐ต๐ถ๐ฟ๐ฒ๐ฑ ๐๐ต๐ฒ๐บ […]
Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
