Law Firm SEO Analytics Shortcut

Gyi Tsakalakis
August 9, 2013

Use this Google Analytics shortcut to better understand the effectiveness of your law firm's SEO activities.

Let's assume you run a local consumer-facing (PI, criminal, bankruptcy, etc) law practice. Let's further assume that at least some of your business comes from people who use search engines to find lawyers like you.

If you're responsible for understanding what's going on with your firm's SEO efforts, hopefully you're somewhat familiar with Google Analytics.

You might regularly check your Traffic Sources Overview report. Unfortunately, this top-level traffic report can be misleading. Especially if you receive a lot of "branded" search traffic (i.e. searches for your name, firm name, etc).

It's not that branded search traffic is bad. In fact, it's really good. It means that people are coming to search engines to learn more about you. Which means that they know your name. Which means that they heard it somewhere.

However, unless you're a really well-known lawyer, chances are that there is a whole lot more search volume for unbranded queries. And, depending on your practice, you may want to attract some of these searchers.

But in order to know whether you are actually attracting these folks, you need to dive a little deeper into your web analytics reports. Here's how to set up a Google Analytics shortcut to view your unbranded organic search traffic in your location.

First, open up Google Analytics and navigate to Traffic Sources -> Search -> Organic. This will take you to your Organic Search Traffic report.

Next, set your Primary Dimension to Keyword. You should now see all of the organic search traffic to your site organized by keyword.

After that, you're going to want to set your Secondary dimension to reflect the location(s) in which you would take clients.

You're probably going to be choosing from Country / Territory (if you have a national practice), Region (if you practice statewide, Metro or City.

Click Secondary dimension, then Visitors and select the appropriate dimension for your firm. For this example, I'm going to assume you have a statewide practice and are using Region.

You should now see a report that contains your organic search traffic by Keyword and Region (State).

Now we're going to create a filter to only include unbranded organic search traffic in your location.

Click on "advanced" to open up the advanced filters.

The first traffic we're going to filter out is your branded search traffic. To do this select Exclude -> Keyword --> Matching RegExp and enter 'yourfirstname|yourlastname'.

Next, select Include -> Region -> Containing and enter 'your state'.

Then click "Apply."

If I were a lawyer practice throughout Illinois, my filter would look like this:

You might have to add some additional branded keywords (i.e. firm name, taglines, phone numbers, misspellings, etc) to get all of your branded traffic out.

Once you've filtered out the overwhelming majority of your branded traffic, click Shortcut and Enter a name for your shortcut (probably something like unbranded organic search traffic in your state). Then click ok.

You're done.

Now, the next time you come back to analytics, you can simply click Shortcuts and select the Shortcut you just made.

You can now see how much unbranded organic search traffic in your practice location(s) you are receiving to your site.

This is one way to measure the effectiveness of your SEO efforts. And if you're paying someone to do SEO for you, it's a good way to hold them accountable.

Gyi Tsakalakis
Co-Founder of AttorneySync
Notify of
Inline Feedbacks
View all comments

Let's Discuss Your Growth

Helping law firms grow profitably with digital marketing and can prove it.

Barry Conybeare

We are so impressed with AttorneySync and their digital marketing services. We started with an audit of our digital presence and hired them thereafter. Fixes to the website and other platforms quickly followed and we have seen a substantial increase in online traffic, new client calls, and new client contracts. Strongly recommend AttorneySync!

Let's Talk

How can we help?

More From Our Blog

June 8, 2023
On Local Law Firm SEO Rank Tracking and Reporting

Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]

Read More
June 7, 2023
On Attribution

John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]

Read More
March 22, 2023
I asked ChatGPT to Recommend a Personal Injury Law Firm

I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]

Read More
February 17, 2023
My Take on Google Search's Guidance on AI-Generated Content & Law Firm SEO

If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]

Read More
February 16, 2023
Google Adds New SEO Best Practices for Links

If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]

Read More
February 1, 2023
Authenticity & Engagement

The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]

Read More
January 19, 2023
ChatGPT for Legal Marketing

The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]

Read More
May 26, 2022
SEO Expectations for Law Firms

How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]

Read More
May 6, 2022
Who Should Do Marketing?

And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]

Read More

Let's Discuss

Questions or comments? Let's discuss on social!
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram