5 Most Common SEO Mistakes Attorneys Make

Posted by Zach Chapman

The world is getting more and more digital. Everyday people are relying on the internet to provide them with education about attorneys. You need to turn your attention to search engine optimization (SEO).

SEO is the act of bringing your firm’s website to the top of Google in an effort to get prospects to find your law firm.


Are Mistakes Holding You Back?

Here are five of the most common SEO mistakes made by law firms:

Building Links Like it is 1996

Do you remember the days when every link was a good link? It didn’t matter where a link came from, as long as it was pointing back to your site.

It used to be that any website that contained a link to your website would be helpful. Those days are long gone. Now, Google is placing high importance on the quality and relevancy of each link.

Less is more. These days it is all about getting the right people to link to you. One link from the National Lawyers Guild is worth more than 50 links from some hackers in Russia.

The 50 links from Russian hackers will actually hurt you more than do you good. Google is getting very good at recognizing bogus back links.

Not Using Long Tailed Keywords

Attorney SEO is all about optimizing your content for the right keywords in the right places.

For example, a lawyer in Tampa will naturally want to optimize their website for large sweeping keywords such as:

  • Tampa attorney
  • Tampa lawyer

However, it’s much more important to focus on highly specific keywords. These types of keywords are called long tailed keywords. Here is an example:

  • Tampa Real Estate attorney
  • Tampa, Florida Foreclosure defense lawyer

The long tailed keywords do two things for your SEO. It reduces the competition; the longer the keyword the easier it will be getting found. The second thing is, it helps attract the right audience. If done properly, only the people you want to find you will find you.

Low Quality Content

Gone are the days where any content was good enough. Google is getting extremely good at understanding what is good content and what is not. Lawyers used to be able to just put up a halfway thought out blog post and get ranked for it.

Your potential customers and Google will not stand for this. They are demanding high quality content that will provide real value.

Most lawyers don’t have the time to write content, let alone great content. If this is you, look to outsource your content creation. It will save lots of time and they will likely do it better. You’ll may pay more upfront, but the end result will be more traffic and conversions.

Ignoring On Page SEO

Lawyers often make the mistake of only trying to get off page SEO. This includes building links from high quality and relevant websites. This is done often done through guest blogging and connections. While it’s important to be focused on this, don’t do so to the point of overlooking the importance of on page SEO.

On page SEO isn’t limited to the following but below are some great starter tips.

Every page of your website should have:

  • Its own keyword
  • A unique title that contains the keyword.
  • A unique meta description that contains the keyword.
  • Unique, high quality content.
  • The keyword a maximum of 5 times (otherwise Google will think you’re spam).

Not Using the Data

How are you tracking search engine traffic?

You need to track your data! There are many great tools, such as Google Analytics and Hubspot.

With the help of these tools, you can answer questions such as:

  • What are your top traffic sources?
  • What are your top pages?
  • How many people are visiting your website?
  • What are people doing when they visit your website?

There are many more relevant questions the data can give you to measure ROI, improve conversions, and make more money.


Attorneys wear a lot of hats. Marketing guru isn’t always a favorite hat to wear but is a necessary evil to growing a law firm. Even so, if you want to grow your practice in the future, it’s imperative to focus on search engine optimization.

Many of your competitors are making a variety of SEO mistakes, such as those detailed above. By avoiding these same mistakes in the future, you’ll put your website in position to receive the lion’s share of the web traffic.


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