SEO for law firms

Legal is the one vertical where Google grades you harder

A page that can affect money, rights or freedom is held to a higher bar — Google evaluates it for expertise and trust in a way it does not evaluate a gate-automation page. In practice that means named attorneys with real credentials, bar numbers, jurisdictions stated, and no claim about outcomes a bar association would object to. An SEO plan for a law firm that ignores the advertising rules is a plan that gets the firm in trouble, not ranked.

What the work looks like

• A page per practice area, because nobody searches for a lawyer — they search for the problem they have
• Attorney bios written as credentials rather than as prose, since credentials are what gets evaluated
• Content answering the question before the enquiry: what a case costs, how long it takes, what happens first
• Local pages for the counties the firm is admitted in, and none for the ones it is not
• Consultation tracking, so the report counts signed cases and not form fills

The honest part

No law firm in our portfolio. The closest is an insurance agency for trucking companies — regulated, document-heavy, long consideration, and the same problem of explaining a service people buy once and worry about a lot.