What Is Search Engine Optimization and Why Does Your Law Firm Need It?

What Is Search Engine Optimization and Why Does Your Law Firm Need It?

The services being provided by lawyers is a very necessary one. With so many clients looking to settle different legal issues from family disputes, personal injury cases, issues from their jobs, getting a good business deal, and so on, lawyers are always going to be in demand. One would then think that with this demand, law firms do not need marketing strategies.

But this cannot be further from the truth as this field is quite competitive. Also, with the numerous rules guiding legal marketing, most law firms have issues staying ahead of the competition. You can visit https://abovethelaw.com/ to learn more about the rules guiding legal marketing. Luckily, lawyers can always use certain marketing strategies like search engine optimization to get more people to learn about them.

But then, what is search engine optimization and why do you need it as an attorney? Well, that is what this article is all about. Here, we will explain what this marketing strategy is and the various benefits it can offer your law firm.


What is Search Engine Optimization and How Does it Work?

Search engine optimization or SEO as it is fondly called is a digital marketing method that involves increasing organic traffic to a business’s website or other online platforms by making them rank high on search engines. With SEO, a law firm’s website, blog, directory writing, and so on can rank high on search engines like Bing or Google. With this high ranking, the business gets an increase in visibility and attracts more visitors.

Let’s break it down a bit; as a law firm, you hire an SEO agency to optimize your website. The agency then does its job and makes your website rank for certain keywords and topics. When someone searches the search engine for that keyword, let’s say “lawyers near me”, your website will likely be on the first or second search engine result pages (SERPs). Because your website is among the first ones to appear, the user will be more inclined to visit it instead of scrolling down to find other pages; this would then help to increase traffic to your website.

Advantages of SEO for Your Law Firm

We know that knowing what SEO is isn’t enough for you to consider getting this service for your law firm. But if you knew the benefits you’d stand to gain, you’d likely consider getting SEO for your firm. Luckily, search engine optimization provides so many benefits for lawyers and we are going to look at some of these benefits below.

Help You Get Clients in Your Area

Law is a localized business, i.e. If you live in Houston, your services as an attorney are often needed by clients within your geographical location. Local SEO allows law firms to rank for searches within their locality. So, local SEO for attorneys in Houston like Johnny Chen SEO can help you attract clients. With search engine optimization, you can make your website rank for specific keywords that people within your location will use.

Johnny Chen SEO

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Increase Brand Visibility

For some marketing methods, the user has to know of your brand already for you to try and turn them into clients. But this isn’t the case with search engine optimization as it allows brands to reach potential clients who have not heard about a business before. All you have to do is rank high for certain keywords and more people will see your business on SERPs. It doesn’t matter if you are a new law firm or you’ve been established for years, with this digital marketing strategy, new users looking for the services you offer can easily find you.

Become an Authority

With SEO, your law firm can become an authority in the field. You can become someone that people can trust to provide factual and accurate information. Improving your site’s authority starts with creating high-quality content that provides value for your clients and potential clients.

It also involves using backlinks that will increase your search engine rankings. You can visit here to learn what backlinks are. Becoming an authority will build your brand’s reputation and make people trust your firm. This would then make more people inclined to work with your firm.


The ultimate goal of SEO is lead generation and conversion. At the end of the day, the major benefit you’ll enjoy by optimizing your online presence is getting more clients. When you drive your online visibility, become an authority, and rank for local keywords, more people will be attracted to your website and will want to do business with you. As a lawyer looking to stay ahead of the competition, SEO can help you do so.

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