SEO & GEO for law firms and lawyers
An informative page per practice area, consistent contact details on every page, question-and-answer content and structure for AI tools.
Industry-specific
SEO solutions for Law & Legal Practice
The items we build the work on in this industry; each one is real work within the scope of the service.
A page per practice area
A separate page for each practice area, such as family law, employment law and commercial law: the scope of the area, how the process generally works, which documents it starts with and how to reach the firm can all be read in one place.
Consistent contact details
The firm's address, phone number, office hours and the bar association it is registered with are kept the same way on every page; local search signals are read from this consistency.
Informative question-and-answer content
Frequently asked questions — the steps of the process, the documents needed, what timeframes depend on — are answered clearly, as general information, in FAQs and blog posts; which topic gets written when is put on a calendar.
Technical crawl
Your current site is crawled; crawlability, speed, heading hierarchy, duplicate pages and broken links are identified, turned into a prioritised fix list and applied in order.
Structure for AI
The firm's name, address, practice areas and FAQs are marked up with structured data; the pages are written in a clear question-and-answer format that AI tools can cite as a source.
Measurement and monthly report
Search Console and Analytics are connected, or access to your existing account is set up; which page appears for which query and which content was published is explained once a month in a plain report.
Definition
What is SEO for law firms?
Law firm SEO is the work that lets a firm's or a lawyer's practice areas be correctly understood and found in search engines and AI tools. Its scope is clear: a separate, informative page for each practice area, the firm's name and contact details being consistent on every page, clear answers to frequently asked questions, and a site that is technically crawlable.
In this field, searches often start with a problem, a concept or the name of a process; the person searching wants to see how the process works, which documents are needed and how to reach the firm. A single "our practice areas" page can't fully answer any of these questions; each area needs its own page. The texts inform; they make no promises about outcomes.
The GEO side is about making those same pages readable by AI tools and citable as a source: the firm's name, address, practice areas and frequently asked questions are marked up with structured data, and the pages are written in a clear question-and-answer format. Search engines and those tools decide who is shown for which query.
Regulatory note. The legal profession is subject to an advertising ban and rules on promotion; the texts are written accordingly. Statements that promise results, make comparisons or claim superiority, client reviews and case outcomes are left out of the texts; we describe what the practice area is and how the process generally works. Every text is approved by the firm before publication; the final assessment of compliance with the rules lies with the firm.
Sub-areas
Search intent differs in every sub-area
Even within the same industry, what people search for changes; page structure and content are built accordingly.
- Family lawSearches often come in with the name of a process or a concept; the person asks how the process begins, which documents are needed and how a meeting is arranged. The page explains these as general information, in plain language.
- Employment lawSearches are made by employees or employers, as a question about a right or an obligation. The page explains the concepts and lists the stages the process goes through and what information should be prepared for an application.
- Commercial and corporate lawSearches start with a company type, a contract or the name of a transaction; the business owner asks about the scope of the service and how the work is carried out. Each sub-topic is written on its own page, in language suited to corporate readers.
- Criminal lawSearches are often made out of an urgent need for information. The page clearly shows the stages of the process and how to reach the firm; contact details are kept visible on every page. No statements about outcomes are used.
- Real estate and tenancy lawSearches come in with a topic such as rent, title deeds or condominium ownership; the person asks how the process works and which documents it starts with. The page covers the topics under separate headings, in a question-and-answer format.
- MediationSearches are made to find out what the process is and how it works. The page explains in clear points how mediation generally works, how the meeting is planned and what information needs to be prepared.
Questions about SEO for Law & Legal Practice
Where does SEO work for a law firm's site start?
It starts with a technical crawl of the current site and working out which practice area will answer which question. If the areas are listed on a single page, we first decide which of them get their own page. At this stage we also check whether the firm's address and contact details are consistent on every page. The scope is written in the quote item by item.
Who writes the content, and who approves it?
The content plan and drafts come from us; every text containing legal information is approved by a lawyer at your firm before publication. If you prefer, you write the posts yourselves and we show you the structure and heading layout. The language is kept informative; no wording that promises results, makes comparisons or claims superiority is used.
We don't publish client reviews or case outcomes; what do the pages describe?
The pages describe the practice area itself: the scope, the general steps of the process, which documents it starts with and how to reach the firm. Team and practice area pages, blog posts that explain concepts, and FAQs make up the site's content. Client reviews, case outcomes or anonymous references are not included in the texts.
Will AI tools cite my law firm as a source?
Those tools decide that; it isn't in our hands. What we do is build a structure that can be cited: the firm's name, address, practice areas and FAQs are marked up with structured data, the pages are written in a clear question-and-answer format, and contact details are kept the same on every page.
How do I keep track of the work?
Search Console and Analytics are connected, or access to your existing account is set up. Once a month, a plain report explains which pages were edited, which content was published and what changed in the measurements; next month's plan is updated accordingly. A long-term contract isn't required, and your site doesn't have to be hosted with us.
Related
Related pages
Let's define the scope together and send a clear quote
Let's talk about your current site and your goal, and write down the work item by item. If it isn't a fit, we'll tell you that too.