Digital transformation has also reached the legal sector. Every day Google users search for queries like „attorney Hamburg“, „specialist attorney tenancy law Frankfurt“ or „lawyer termination agreement Munich“. If an attorney or law firm wants to be successful today, they must be found on the internet. A well-thought-out SEO strategy has become indispensable to make your firm visible online and attract new clients. In this comprehensive guide you will learn which SEO measures are particularly effective for attorneys and how you can deliberately optimize your online presence to appear at the top of the search results.

SEO for attorneys: Why online visibility wins clients

The days when attorneys primarily gained new clients through referrals and traditional advertising are long gone. Today, potential clients predominantly use search engines to find legal assistance. High online visibility is essential for attorneys, as attorney Bahman Wahab emphasizes in an interview: „Online search today makes it easier to find a specialized attorney.“

SEO for attorneys aims to place the law firm high in the organic search results and thus receive more qualified inquiries. Through targeted search engine optimization, attorneys can increase their visibility, be found on Google and ultimately expand their client base.

Success and recognition in today’s digital world are crucial for all businesses and law firms. This is where the importance of search engine optimization comes in. SEO helps you increase the visibility of your website by directing organic traffic to it and thereby attracting more clients.

SEO basics for law firms: Differences & interplay with SEA

Search Engine Optimization, shortened to SEO, encompasses all measures aimed at improving a website’s visibility in organic search results. For attorneys, this means optimizing their website so it appears high for relevant search queries like „attorney [city]“ or „specialist attorney for [area of law]“.

SEO (Search Engine Optimization) and SEA (Search Engine Advertising) are two different approaches to increasing visibility in search engines:

SEO is based on organic visibility without a direct budget for ads. It is a long-term investment that increases organic visibility over time through on-page and off-page measures, technical SEO and Local SEO. Advantages are the longevity and sustainability of the measures and, in the long run, lower costs.
SEA, on the other hand, is based on paid advertising. Ads are placed in the search results for which you pay per click. While SEO is a long-term strategy, SEA can produce faster results but requires a continuous budget.

Another advantage of SEO for attorneys: good organic rankings can allow you to avoid expensive Google Ads, where each click can cost a lot of money. Ideally, SEO and SEA should not be seen as competing channels but as complementary. As OMR Reviews emphasizes: „Instead of SEA vs. SEO, do SEA and SEO.“

Search engines like Google and their ranking factors

Google uses numerous factors to rank websites in the search results. Some of the most important Google ranking factors for SEO include:

Quality and relevance of content (Content)
Usability (User Experience)
Backlinks from trustworthy sources
Content design and length
Optimization of title tags and meta descriptions
Internal linking structure
Presence of video content

The content of a website is the most significant SEO factor by far. The quality of content increasingly drives high visibility and very good positions in the SERPs (search engine results pages). Content must be high quality and provide value to the user. Google is giving this factor more and more weight for ranking a website.

When creating content, it’s important to note that Google can identify AI-generated texts published without editorial review. Such cheap, quick texts can negatively affect ranking. However, it is not a problem to use AI tools for inspiration and then edit the generated texts editorially with a focus on quality.

Keyword research for law firms: Understand and specifically serve the search intent of legal clients

Keyword research is always at the start of search engine optimization. It’s about the question of which keywords your site should be found for or which keywords can bring new clients.

For law firms, the interesting keywords usually consist of:

Attorney/law firm + city
Attorney + service/area of law + city

Examples of common search queries in the legal field are:

attorney labor law
law firm
attorney family law
attorney traffic law
attorney tenancy law

These terms are searched for several thousand times per month. To have a realistic chance of top positions in Google search and not compete with large firms, it can be sensible to focus on precise keyword combinations with lower search volume.

When analyzing search queries, it’s not only about search volume but also search intent. What does the potential client really want to know or find? What problem are they trying to solve? Understanding this is essential for a successful SEO strategy.

Using SEO tools for firm keywords

Most keyword research tools are paid. The following tools can be helpful for attorneys in keyword research:

Google Keyword Planner: Shows search volume and competition for keywords
Ahrefs: Comprehensive SEO tool with Keyword Explorer
SEMrush: Provides keyword data and competitor analysis
Ubersuggest: Beginner-friendly tool for keyword ideas
AnswerThePublic: Shows questions people ask about a topic

With these SEO tools, attorneys can find out which terms potential clients search for, how high the search volume is, and how strong the competition for these keywords is.

Optimization for Voice Search and spoken queries

An increasingly important aspect of SEO is optimization for Voice Search. According to a Pew Research Center study, 46 percent of Americans use digital voice assistants, and comScore predicted that by 2020 50 percent of all searches would be voice searches.

Voice Search is based on how people speak, not how they type. For attorneys this means:

Optimization for natural, conversational language
Focus on question-and-answer format (Who, What, Where, When, Why, How)
Local optimization, since many voice searches seek local information
Fast loading times, as voice search results often come from fast pages

Because voice search results often provide only a single answer, the competition is intense. Attorneys should structure their content to give precise and direct answers to frequently asked questions.

On-page SEO for attorneys: Optimize technical performance, Core Web Vitals & Schema markup

On-page optimization includes all measures carried out directly on your own website to improve ranking in search engines.

The technical performance of a website is an important ranking factor. The Core Web Vitals are central metrics that measure performance and user experience:

Fast loading time: Crucial so users don’t become impatient and leave the site
Good interactivity: Enables quick and easy interaction with the website
High visual stability: Ensures that page elements don’t shift suddenly

To optimize the Core Web Vitals, the following measures are recommended:

Conduct a PageSpeed analysis (e.g., with Google PageSpeed Insights)
Reduce and optimize resources such as images or videos
Use specialized plugins (for WordPress e.g., WP‑Rocket) to optimize the code

Schema markup, especially Local Business Schema, is another important technical aspect. These are structured data you add to the website so search engines can better understand what type of business it is and what it does.

For attorneys, the following information is particularly important in the Local Business Schema:

Business type (ideally as specific as possible)
Name of the law firm
Logo
Description of the firm and services
Opening hours
Website URL
Geo-coordinates (longitude and latitude)
Physical address

Content creation: Expert articles, FAQs & practice cases

Good content is one of the most important factors for a successful SEO strategy. A well-considered content strategy ensures that relevant topics are covered in a targeted way to reach the right users.

The following content formats are especially effective for attorneys:

Expert articles on specific legal topics: These position the attorney as an expert in their field and address topics potential clients research.
FAQs (frequently asked questions): These answer typical client questions and are often used in search queries.
Practice cases/case studies: These illustrate the attorney’s expertise and experience using real (anonymized) cases.
Guides and checklists: These provide practical value for visitors and can serve as lead magnets.

When creating content it is important to deliver high quality and cover topics comprehensively. The clear goal is to „become an authority in the respective topic area.“ This leads to more direct visits and longer dwell time on the website, which positively affects ranking.

Local SEO & Google My Business for regional firms

For attorneys who operate locally, Local SEO is particularly important. A central element is the Google My Business profile (now called Google Business Profile).

Potential clients increasingly use Google to find attorneys or law firms in their area. By optimizing the website for local search queries, attorneys can ensure potential clients in their area find and contact their website.

To optimize the Google Business Profile, pay attention to the following aspects:

NAP consistency (Name, Address, Phone): These details should be consistent across the web
Select the primary category and attributes correctly
Publish regular Google Posts (offers/events)
Collect customer reviews and respond to them
Upload location photos
Keep opening hours up to date

Local SEO is especially relevant for attorneys because they typically operate in a specific geographic region.

Off-page SEO for firms: Build authority with online PR & targeted link building

Off-page optimization includes all measures outside your own website that can improve rankings in search engines. These include, in particular, building backlinks and strengthening online reputation.

Backlinks from relevant and authoritative websites help increase your site’s authority, which leads to an improved online reputation.

The following link building tactics are particularly effective for attorneys:

Guest posts on relevant legal portals: Writing expert articles for reputable legal portals can earn valuable backlinks.
Industry directories: Listings in high-quality attorney directories and industry portals.
Local business directories: Listings in local business directories strengthen local ranking.
Collaboration with local organizations: Partnerships with local businesses or non-profits can lead to valuable backlinks.
Creating citable content: Publishing studies, statistics or comprehensive guides that others like to cite.
Participation in interviews: Interviews in industry publications or local media.
Resource pages: Identify resource pages that link to useful legal sources and suggest your content.
Broken link building: Identify broken links on relevant sites and suggest your content as a replacement.

Link building should always focus on quality rather than quantity. A few high-quality backlinks from authoritative sources are more valuable than many low-quality links.

Reputation & expertise via specialist portals and media

A strong online reputation is especially important for attorneys because trust plays a decisive role in this field. Presence on respected specialist portals and in the media can strengthen this reputation.

Attorneys can demonstrate their expertise by:

Publishing expert articles in reputable legal magazines
Participating in expert discussions and panels
Commenting on current legal developments in the media
Publishing case studies and success stories (observing attorney-client confidentiality)
Obtaining awards and certifications and communicating them online

These measures not only strengthen the backlink profile but also build trust with potential clients. They also support the EEAT factors (Experience, Expertise, Authoritativeness, Trustworthiness), which are becoming increasingly important to Google.

EEAT for attorneys: How to strengthen expertise, authority & trust in Google’s assessment

EEAT stands for Experience, Expertise, Authoritativeness and Trustworthiness and was first mentioned in Google’s Search Quality Evaluator Guidelines.

EEAT factors are especially relevant for attorneys because legal content belongs to the so-called YMYL pages (Your Money or Your Life) – content that can potentially affect users’ well-being, health, financial stability or safety. For such content Google applies particularly high standards of credibility and expertise of the authors.

The individual components of EEAT mean the following for attorneys:

Experience: Refers to the attorney’s practical experience in their field. Google assesses whether the author has practical experience with the topic they write about.
Expertise: Assesses the attorney’s subject-matter knowledge and special skills. For legal areas, formal expertise (education, certifications) is particularly important.
Authoritativeness: Refers to how recognized and respected the attorney or firm is in the industry. This is signaled, among other things, by backlinks from authoritative sources and mentions in reputable publications.
Trustworthiness: Assesses how trustworthy the attorney or firm is. This includes aspects such as transparency, data protection, a secure website and positive client reviews.

Practical measures: professional publications, case studies, guest posts

To strengthen EEAT factors, attorneys can take the following measures:

Professional publications: Publish articles in respected legal journals and online portals. These should be linked or mentioned on your own website.
Case studies: Publish anonymized case studies that demonstrate expertise and experience in specific legal areas.
Guest posts: Write guest posts for reputable websites to strengthen your authority.
Education and certificates: Clearly list education, specializations and certifications on the website, ideally with evidence.
Biographical information: Provide detailed information about professional career, specializations and relevant experience.
Testimonials and reviews: Collect and present authentic client reviews and testimonials.
Media mentions: Highlight mentions in the media, interviews or expert quotes.

Trustworthiness: Transparency, data protection, secure website

Trustworthiness is a central aspect of EEAT and can be strengthened by the following measures:

Secure website: Implement HTTPS and other security protocols.
Data protection: Clear and understandable privacy policy that meets all legal requirements.
Transparency: Disclosure of costs, working methods and processes.
Contact information: Easily accessible and complete contact information.
Imprint: Complete and legally correct imprint (Impressum).
Updated content: Regular review and updating of website content to ensure it is current.
Source references: Reliable sources should always be cited for figures, statistics or legal statements.

EEAT in content strategy and monitoring

EEAT should be an integral part of the content strategy:

Author profiles: Each piece of content should be assigned to a clear author with an appropriate profile that demonstrates expertise.
Quality control: Implement a multi-stage editorial process to ensure content quality.
Fact check: Careful verification of all facts and legal statements.
Regular updates: Legal content should be reviewed and updated regularly.
Monitoring: Regularly check how your site performs in terms of EEAT, e.g., by analyzing reviews, backlinks and mentions.
Continuous improvement: EEAT is not a one-time project but a continuous process. Your EEAT strategy should be regularly reviewed and adjusted.

For attorneys, optimizing EEAT is particularly rewarding because it not only improves search engine rankings but also builds trust with potential clients.

SEO strategy & project management: Roadmap for law firms

Successful SEO for attorneys requires a well-thought-out strategy and structured project management.

A typical SEO roadmap for a law firm could look like this:

Analysis and planning (1-2 months):
Keyword research and competitor analysis
Technical SEO audit
Creation of a content strategy
Definition of goals and KPIs
Keyword research and competitor analysis
Technical SEO audit
Creation of a content strategy
Definition of goals and KPIs
Basic optimization (2-3 months):
Technical optimization of the website
Optimization of on-page factors
Creation and optimization of the Google My Business profile
Building a basic link structure
Technical optimization of the website
Optimization of on-page factors
Creation and optimization of the Google My Business profile
Building a basic link structure
Content creation and optimization (ongoing):
Creation of expert articles on relevant legal topics
Development of FAQs and guides
Optimization of existing content
Set up a blog with regular updates
Creation of expert articles on relevant legal topics
Development of FAQs and guides
Optimization of existing content
Set up a blog with regular updates
Link building and PR (ongoing):
Develop a link building strategy
Outreach to relevant websites and media
Participate in industry events and discussions
Publish guest posts
Develop a link building strategy
Outreach to relevant websites and media
Participate in industry events and discussions
Publish guest posts
Monitoring and optimization (ongoing):
Regular analysis of rankings and traffic
Adjust strategy based on results
A/B tests for important pages
Monitor competitors
Regular analysis of rankings and traffic
Adjust strategy based on results
A/B tests for important pages
Monitor competitors

A content strategy for attorneys should include various content formats:

Evergreen content: Timeless guides on legal basics
Current content: Comments on new laws or court rulings
Service content: Information on procedures, costs and expectations
Case studies: Anonymized examples of successful cases
FAQs: Answers to frequently asked legal questions
Infographics and videos: Visual presentation of complex legal issues

Working with SEO experts or an agency: Strategy meeting, team & know-how

Working with SEO experts or a specialized agency can make sense for attorneys, since SEO is complex and time-consuming.

When choosing an SEO agency, attorneys should look for the following points:

Experience in the legal sector: The agency should have experience with law firms and an understanding of legal particularities.
Transparent communication: Regular strategy meetings and transparent reporting are essential.
Team qualifications: The team should have the necessary know-how across the various SEO disciplines.
References and case studies: The agency should be able to show successful SEO projects for attorneys.
Ethical working methods: The agency should work exclusively with „White Hat SEO“ methods to avoid Google penalties.

A good collaboration starts with a detailed strategy meeting in which the firm’s goals, current situation and planned measures are discussed. The SEO manager should develop an individual roadmap and discuss the implementation steps with the firm’s attorneys to advance the ranking as quickly as possible.

According to Google, average hourly rates for SEO consulting vary between €75 and €160. Daily rates are typically between €600 and €1,300.

Measuring SEO success: Rankings, top positions & client inquiries in view

To measure the success of SEO measures and continuously improve, systematic measurement and analysis are indispensable.

The following Key Performance Indicators (KPIs) are particularly relevant for attorneys:

Rankings: Positions in the search results for relevant keywords. Top positions on the first page are especially important because most users do not go beyond the first page.
Organic traffic: Number of visitors coming to the website via search engines.
Conversion rate: Percentage of visitors who perform a desired action, e.g., fill out a contact form or call.
Client inquiries: Directly measurable inquiries coming through the website.
Visibility index: Overall visibility of the website in search engines for relevant keywords.
Dwell time: Time visitors spend on the website. A good and achievable target would be around three and a half minutes.
Pages per visit: Number of pages viewed per visit. At least three pages per visit would be a good and achievable number.
Bounce rate: Percentage of visitors who immediately leave the site. A bounce rate under 50% is recommended.

A comprehensive report should be prepared regularly to document progress and make adjustments. For a law firm from a Bavarian major city, targeted SEO measures generated an average of 10 new client inquiries per week through the website.

Reporting tools and iterative optimization

Various tools are available for success measurement and analysis:

Google Analytics: Comprehensive tool for analyzing website traffic, user interaction and conversions.
Google Search Console: Provides information on rankings, click rates and indexed pages.
Rank tracking tools: Monitor positions for relevant keywords over time.
SEO audit tools: Help identify technical issues and optimization potentials.
Heat maps: Show how users interact with the website.

Iterative optimization is a continuous process that includes the following steps:

Analysis: Evaluate collected data and identify strengths and weaknesses.
Hypotheses: Develop hypotheses for possible improvements.
Tests: Conduct A/B tests and other experiments.
Implementation: Implement successful changes.
Monitoring: Monitor the effects of the changes.

This cycle is repeated continuously to steadily improve performance. Through implemented measures, law firms can be placed high on Google for many important keywords.

Case studies: Successful law firms in online marketing

The effectiveness of SEO for attorneys can be demonstrated with concrete success stories.

Case study 1: Bavarian law firm

Since 2019, the website of a law firm from a Bavarian major city has been optimized. Together with the attorneys, the goal was set to rank the firm’s website high for business-relevant search terms on Google to gain more new clients (cases) through the website.

During the collaboration, numerous website optimizations were carried out, including:

Research of the search terms potential clients use on Google
Technical check of the website
Review of the site’s indexing status
Optimization of meta tags
Creation of search-engine-friendly texts
Development of service pages
Improvement of menu structure

These measures enabled the firm to rank high for many important keywords on Google. Currently, the firm gains an average of 10 new client inquiries per week via the website.

Case study 2: Performance index of a client

Another example shows the performance index of a client of Corominas Consulting. By combining Google Ads and SEO, tailor-made online marketing strategies were developed specifically for attorneys, leading to a significant improvement in online presence.

Case study 3: Local SEO optimization

Another example demonstrates the success of local SEO measures using “before-and-after” heatmaps (Local Falcon). The visualization shows how a company’s visibility on Google in the region looks before and after optimization. Each point on the map represents a search query from a specific location, and the number inside indicates the company’s position in the search results.

These case studies show that a well-thought-out SEO strategy for attorneys can lead to measurable success, especially in the form of more qualified client inquiries.

FAQ – Frequently asked questions about SEO for attorneys

How long does it take for SEO measures to take effect?

SEO is a long-term strategy. Initial improvements can be visible after 3–6 months, but significant results are often only expected after 6–12 months. This depends on various factors such as the competitive situation, the website’s starting condition and the intensity of the SEO measures.

What does SEO for attorneys cost?

The costs for SEO vary depending on the scope and intensity of the measures. According to various sources, average hourly rates for SEO consulting range between €75 and €160. Daily rates are generally between €600 and €1,300. For example, an SEO agency offers SEO for attorneys starting at €499. Costs should be viewed as an investment that can pay off through more client inquiries.

Which keywords are most important for attorneys?

The most important keywords for attorneys typically combine the term “attorney” or “lawyer” with an area of law and/or a location, e.g., “attorney employment law Munich” or “specialist attorney tenancy law Hamburg”. The exact selection should be based on thorough keyword research and consider the firm’s specific practice areas and locations.

Is SEO or Google Ads (SEA) better for attorneys?

Both approaches have their advantages. SEA (Google Ads) can deliver faster results but requires a continuous budget. SEO is more long-term but can provide more sustainable results. Ideally, attorneys should combine both strategies: SEA for quick visibility and SEO for long-term success.

How important is Local SEO for attorneys?

Local SEO is particularly important for attorneys because they usually operate in a specific geographic area2. A well-optimized Google Business Profile and local backlinks can significantly help rank well in local search.

How can I improve the quality of my law firm website?

The quality of a law firm website can be improved through various measures:

Technical optimization (fast loading times, mobile optimization)
High-quality, relevant content
Clear structure and navigation
Professional design that conveys trust
Clear calls-to-action (CTAs)
Secure connection (HTTPS)
Testimonials and reviews
Detailed information on practice areas and services

How often should I publish new content on my law firm website?

Regular content updates are important for SEO. A realistic rhythm could be one to two new articles per month. However, quality is more important than frequency. A comprehensive, well-researched article every few weeks is more valuable than several superficial posts per week.

How should I handle negative reviews?

Negative reviews should be answered professionally and constructively. Show understanding, offer solutions and invite the reviewer to continue the conversation offline. This demonstrates professionalism and can strengthen trust among potential clients.

Key aspects & next steps to SEO success

SEO for attorneys has become indispensable in today’s digital world. A well-thought-out SEO strategy can help increase online visibility, strengthen trust with potential clients and ultimately generate more client inquiries.

The most important aspects of a successful SEO strategy for attorneys are:

Solid keyword research: Understand what potential clients are searching for and optimize the website accordingly.
High-quality, legally accurate content: Content is still king – especially in the legal field, where expertise and trustworthiness are decisive. Search engines like Google evaluate attorneys’ content particularly strictly because it falls under the YMYL criteria (“Your Money or Your Life”). This means: only those who provide professionally sound, up-to-date and layperson-friendly content will be rewarded with top rankings. Every published article, FAQ and case study should therefore reflect the firm’s competence and be tailored to potential clients’ needs.
Ensure technical and content quality
In addition to pure text quality, technical performance of the website, a clear site structure and mobile optimization play a central role. Implementing schema markup, especially LocalBusiness and FAQ schema, helps search engines better understand the content and enables improved presentation in search results. Core Web Vitals – loading times, interactivity and visual stability – must also be regularly checked and optimized so no user bails out.
Deliberately strengthen local visibility
For many firms, local discoverability is the key to success. Local SEO measures, such as a fully maintained Google My Business profile, consistent NAP data (name, address, phone number) and targeted integration of local keywords, ensure the firm appears prominently for searches in its catchment area. Positive reviews and up-to-date Google Posts additionally strengthen trust and click-through rate.
Reputation and EEAT as a competitive advantage
Consistent implementation of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) is a clear competitive advantage for attorneys. Those who demonstrably prove experience through case studies, professional publications or guest posts will be perceived as trustworthy by Google and potential clients alike. Transparency on data protection and costs, a secure web presence (HTTPS) and authentic client testimonials round off the picture.
Measure success and continuously optimize
SEO for attorneys is not a one-time project but an ongoing process. Regular analysis of rankings, visibility index, visitor numbers and client inquiries shows which measures are working and where potential remains. With modern SEO tools and structured reporting, optimizations can be steered precisely and success can be demonstrated transparently.
Next steps to SEO success for attorneys
Start with solid keyword research tailored to your practice area and region.
Optimize your website technically and content-wise – from structure to loading time.
Regularly create high-quality, professionally verified content that answers client questions and highlights your expertise.
Maintain your Google My Business profile and actively collect reviews.
Invest in sustainable link building and strengthen your online reputation through publications and media presence.
Monitor your results and continuously adjust your strategy – this secures long-term top rankings and a steady flow of client inquiries.
Search engine optimization for attorneys thus becomes the decisive factor to assert yourself in the digital competition, establish your firm as a brand and sustainably acquire new clients.
Start with solid keyword research tailored to your practice area and region.
Optimize your website technically and content-wise – from structure to loading time.
Regularly create high-quality, professionally verified content that answers client questions and highlights your expertise.
Maintain your Google My Business profile and actively collect reviews.
Invest in sustainable link building and strengthen your online reputation through publications and media presence.
Monitor your results and continuously adjust your strategy – this secures long-term top rankings and a steady flow of client inquiries.