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How to Choose a Local SEO Company for your Law Firm

How to Choose a Local SEO Company for your Law Firm

Are you in need of an SEO company for your legal website? It is easy to find an agency that offers Search Engine Optimization (SEO) services, but difficult to find one that can meet the needs of your legal business.  There are thousands of SEO agencies. Every SEO agency implies they can deliver efficient results. So how do you choose an SEO agency that can meet the needs of your legal business?  Choosing an SEO agency for your legal business can be difficult because of the risk that comes along with it. Hiring an SEO marketing agency for your law firm business requires a lot of time and money. You want to make sure the agency you choose is knowledgeable in the SEO strategies you are most interested in. It is important to find an SEO company that is familiar with the legal industry, and one that can address the needs of your law firm business. Continue to read this article to learn about how to choose an SEO agency and what to consider when doing so. 

How to Choose the Right Local SEO Company for Your Legal Website

When looking for an SEO agency, it is important to consider the following:
  • Which marketing strategies the agency uses 
  • If the agency’s marketing strategies fit the needs of your law firm
  • If the agency has experience in the legal industry and the field you practice in
There are many different agencies to choose from, and while everyone you speak with will assure results, not every agency will be the right SEO company for your law firm business.  Here is how to choose the right SEO agency for your legal business.

Determine Your Law Firm Marketing Goals

Create a list of your law firm marketing goals and list them in order of importance. Consider the following law firm marketing goals:
  • Increase website speed
  • Rank organically
  • Link build
  • Enhance your website design
  • Rank on local search results
  • Improve website content
Perhaps you have created a long list of marketing goals and are searching for a marketing agency that is knowledgeable in many different areas. Regardless of your law firm's marketing goals, it is important to do extensive research to find an agency that will benefit your law firm and help it grow. 


When working with a legal SEO company, there may be yearly contracts or month-to-month payments. Prior to signing a contract or agreement, do your research to determine which SEO marketing agency would be best for your legal business. Research SEO companies, their expertise, experience, their terms and conditions, and if they are capable of providing your law firm business with the SEO services you need.

Look for social proof

Looking for social proof by browsing the SEO company website. Look at their reviews and client testimonials to determine if they would be pleasant to work with. Reviews and client testimonials are a great way to figure out if the company lives up to the promises they make.

Review the company’s local SEO techniques

Not every SEO company will use the same techniques. Ensure the SEO techniques fit the needs of your business and work towards your law firm's marketing goals. Additionally, make sure the SEO company follows Google’s guidelines.

Find an SEO company that can keep up with Google’s algorithm 

Search engine algorithms are constantly changing. This means law firm marketing strategies will need to be adjusted accordingly. Make sure the SEO company you are hiring for your law firm remains up-to-date and can anticipate Google’s algorithm changes.  

Ask for a free website audit 

A website audit measures how well your website is performing on search engines. A good SEO company will audit your website for free. They will explain what your website is lacking and what exactly they can do to enhance your law firm website. This will also give you a good idea of the company’s experience, expertise, and capabilities. 

What Makes a Good SEO Company?

You can expect almost every SEO company to express its success and accomplishments. Here is how to determine if an SEO company is as good as they say they are. 

Professionalism and experience

The SEO company you choose for your law firm business should be well-organized and professional. Communication and interaction should be professionally handled, and the employees should demonstrate professionalism at all times as well.  It is also very important to choose an SEO company that is well-experienced in the industry in which you work. For legal professionals, seek SEO services that specialize in the area you practice in. SEO agencies that are well-experienced in your practice area know the ins and outs of what it takes to optimize your SEO strategies. This includes website design, content, reputation management, local SEO, PPC, and many more. Ensure the company is skilled in the areas you practice in.


With the internet at our fingertips, it is very easy to figure out if an SEO company has a good or bad reputation. As previously mentioned, reviews will provide you with the most honest feedback regarding an SEO company. You can also utilize outside review resources to read more about the reputation of an SEO company. 

Realistic and honest

Any SEO company understands how much time, consistency, and effort it takes to get a website to the top pages of search engines. When meeting with an SEO company, be aware of the promises they make and the deadlines they set. A realistic and honest SEO company will explain the process, time, and effort it takes to receive measurable results. 

Customized agreement

Lawyers and attorneys have different wants and needs when it comes to marketing goals. Good SEO agencies understand that their clients will have different goals that require different SEO marketing strategies. As each one will differ, it would be unfair to charge all of their clients the same fee for different services. A good SEO company will meet with you to discuss your marketing goals and needs as a lawyer. Once they analyze your goals, and what it will take to reach your legal goals, they will determine a price based on your needs, and the services they provide you with. When you begin to see results from investing in an SEO company, the price will be worth it, and it will eventually pay off when the strategies provide you with more legal business. 

Consistent communication

After you hire an SEO agency for your law firm business, they will take matters into their own hands and work to get your legal website to the top pages of search engines. However, it is important to keep track of the actions of the SEO agency to track progress and make sure they are doing what they say they are. The SEO agency should offer regular, planned meetings to discuss the actions they are taking, the purpose of these actions, the outcome, and how it is progressing your legal business. Additionally, as a lawyer, you can express any concerns, ask questions, or provide feedback to the SEO company. The SEO company should be willing to communicate in a way that best fits your schedule and offer in-person or virtual meetings if preferred. 

Local SEO Strategies to Consider

Local SEO agencies focus on marketing strategies that will make your law firm more visible in local search results on Google. This increases law firm visibility and exposes your legal business to new people within your area.  Here are local SEO strategies that the agency should consider. 

Google My Business

Google My Business (GMB) is a listing that displays business locations on search results. It allows businesses to provide searchers with their contact information, address, reviews, and directions. Listing your legal business on GMB increases your visibility and gives prospective clients the information they need to contact your law firm. With the right local SEO agency, your GMB will be taken care of. 

Pay Per Click (PPC)

Pay per click is a digital marketing strategy used to drive traffic to websites. Advertisers pay their publisher when their ad is clicked on. Advertisers bid for their ad placement and can choose their budget. The ad can be displayed on the top pages of search results depending on how well it performs. Some SEO agencies will run, monitor, and adjust your PPC campaigns for you.

Review Management

Review management is when your law firm's reviews are monitored. This includes law firm reviews that have been posted across the internet. Reviews are on review websites such as Yelp, Google My Business, and Leaders of Law. Additionally, reviews can be posted on social media platforms such as Facebook and Instagram.   SEO agencies ensure reviews are being monitored, responded to, and taken care of. Both good and bad reviews should be responded to, and bad reviews should be acted upon to resolve any issues. This contributes to law firms' online reputation. 

Website Design

As clients browse your website, they prefer a simple look and a quick and easy-to-navigate experience. It is important to have an eye-pleasing, user-friendly website design to represent your legal business.  The design of your legal website holds the attention of prospective clients once they click on your website. If your website design is messy and hard to navigate, clients will quickly exit your website. Furthermore, your website design provides clients with valuable information and represents who you are as a legal professional.  A good SEO agency will design your dream website that will attract prospective clients, and increase conversion rates.  Legal Content The content on your legal website can increase your visibility, attract more clients, and provide clients with the answers they have been looking for. If the legal content on your website provides searchers with answers, and information, they will become interested in your services and want to learn more.  Legal content leads prospective clients to your website, provides them with valuable information, and develops brand credibility and trust. This directs clients towards taking the next step to further their attorney-client relationship with your law firm. Though legal content is very valuable, it is very time-consuming. Fortunately, if you find the right agency, they will create effective legal content for you. 


It is difficult to find a local SEO agency that can match what your law firm is looking for. You need to find an agency that specializes in your practice areas so they understand which local SEO strategies would be most effective for your legal business. Do your research prior to making a deal with a local SEO agency and ensure they are able to check off your list of marketing goals.  

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