{"id":144149,"date":"2022-07-15T02:00:00","date_gmt":"2022-07-15T07:00:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=144149"},"modified":"2025-07-21T07:15:46","modified_gmt":"2025-07-21T12:15:46","slug":"seo-for-lawyers","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/seo-for-lawyers\/","title":{"rendered":"SEO for Lawyers &amp; Law Firms: The Complete Guide (With Expert Tips)"},"content":{"rendered":"\n<div class=\"intro-txt\">SEO can help your law firm\u2019s website rank higher in Google searches for legal assistance. A higher rank makes it easier to find your website and increases your chances of gaining new clients.&nbsp;<\/div>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/what-is-seo\/\">SEO (Search Engine Optimization)<\/a> is considered a free marketing channel because you don\u2019t pay Google for ranking or each click that goes to your site (unlike Google Ads). You can use SEO to substitute advertising or alongside it to diversify your marketing channels.&nbsp;<\/p>\n\n\n\n<p>SEO\u2019s benefits go beyond saving money. It lets you target traffic with precision by using keywords that match your firm\u2019s services, ensuring visitors are more likely to need your help. Plus, the impact of SEO builds over time: optimized content, even from years ago, can keep bringing in traffic, creating a compounding effect that continuously boosts your site\u2019s visibility.<\/p>\n\n\n\n<p>However, this type of marketing requires patience. According to our <a href=\"https:\/\/ahrefs.com\/blog\/how-long-does-seo-take\/\">study<\/a>, it takes between three to six months on average to start seeing results. This makes SEO a strategy for those committed to long-term growth.<\/p>\n\n\n\n<p>This is a beginner-friendly, complete SEO guide made&nbsp;for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Lawyers and law firm owners <\/strong>who want to start investing in SEO for their brand. Yes, SEO is something that can do on your own. It doesn\u2019t require special skills, only some time to learn the basics. In fact, legal expertise gives you an edge in creating authoritative SEO content that Google favors.&nbsp;<\/li>\n\n\n\n<li><strong>In-house marketers<\/strong> working for law firms looking for a cost-effective marketing channel or to improve organic traffic.&nbsp;<\/li>\n\n\n\n<li><strong>Agencies<\/strong> working for law firms looking for specific SEO tactics that work in this industry.&nbsp;<\/li>\n<\/ul>\n<p>Let\u2019s dive&nbsp;in!<\/p>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div>\n<p>This article was updated in June 2025 to include fresh expert insights, reflect the latest Google algorithm considerations for YMYL content, and provide more actionable guidance for law firms navigating the evolving SEO landscape.<\/p>\n<div class=\"relative flex-col gap-1 md:gap-3\">\n<div class=\"flex min-h-[46px] justify-start\">\n<div class=\"touch:-me-2 touch:-ms-3.5 -ms-2.5 -me-1 flex flex-wrap items-center gap-y-4 p-1 select-none touch:w-[calc(100%+--spacing(3.5))] -mt-1 w-[calc(100%+--spacing(2.5))] duration-[1.5s] focus-within:transition-none hover:transition-none pointer-events-none [mask-image:linear-gradient(to_right,black_33%,transparent_66%)] [mask-size:300%_100%] [mask-position:100%_0%] motion-safe:transition-[mask-position] group-hover\/turn-messages:pointer-events-auto group-hover\/turn-messages:[mask-position:0_0] group-focus-within\/turn-messages:pointer-events-auto group-focus-within\/turn-messages:[mask-position:0_0] has-data-[state=open]:pointer-events-auto has-data-[state=open]:[mask-position:0_0]\"><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Optimize for Google Map Pack\" data-section=\"optimize-for-google-map-pack\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Optimize for Google Map&nbsp;Pack<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The Google Map Pack (also called Google Local Pack and Google Snack Pack) is a so-called rich result that Google shows to searchers to help them find the best result based on location, among other things.&nbsp;<\/p>\n\n\n\n<p>In most cases, the queries your potential clients use to find businesses like yours will trigger Google\u2019s map pack because Google \u201cthinks\u201d people want to find something related to a location.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1489\" height=\"1600\" class=\"wp-image-144162\" style=\"width: 558px; height: 600px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/1-map-pack-vs-organic-results.png\" alt=\"Google Map Pack vs. regular organic results\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/1-map-pack-vs-organic-results.png 1489w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/1-map-pack-vs-organic-results-396x425.png 396w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/1-map-pack-vs-organic-results-768x825.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/1-map-pack-vs-organic-results-1429x1536.png 1429w\" sizes=\"auto, (max-width: 1489px) 100vw, 1489px\"><\/figure>\n\n\n\n<p>As you can see, Google\u2019s map pack is displayed on top of the organic results. And apart from the ads, it\u2019s the first thing that searchers see. So getting your name out there dramatically increases your chances of being discovered.&nbsp;<\/p>\n\n\n\n<p>No one and nothing can <em>guarantee<\/em> your place in the map pack. This is because your competition will do similar things to get there. Plus, nobody except for Google itself knows how <em>exactly<\/em> local ranking works. What we do know are the <a href=\"https:\/\/support.google.com\/business\/answer\/7091?hl=en\">three principles<\/a> Google uses fluidly to determine what goes into the local&nbsp;pack:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Relevance<\/strong> \u2013 How well a business profile matches the meaning of the&nbsp;query.&nbsp;<\/li>\n\n\n\n<li><strong>Distance<\/strong> \u2013 The distance between the search result and the location of the searcher or location specified in the query (e.g., \u201clawyer mountain view\u201d).&nbsp;<\/li>\n\n\n\n<li><strong>Prominence<\/strong> \u2013 This counts in a number of things: popularity in the \u201coffline\u201d world, online reviews and rankings, links to the website and, interestingly enough, rankings in the organic search results.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Based on Google\u2019s guidelines and known local ranking factors, here are three things you should do to increase your chances of showing up in Google\u2019s map&nbsp;pack.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Get and optimize your Google Business Profile<\/h3>\n\n\n\n<p>Google\u2019s map pack is made up of Google Business Profiles, so it\u2019s crucial that you list all of your business locations with the service (but don\u2019t use <a href=\"https:\/\/support.google.com\/business\/answer\/3038177?hl=en\">virtual offices<\/a>).&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1825\" class=\"wp-image-144163\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-business-profiles-in-google-map-pack.png\" alt=\"Search results with map pack and organic results\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-business-profiles-in-google-map-pack.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-business-profiles-in-google-map-pack-466x425.png 466w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-business-profiles-in-google-map-pack-768x701.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/2-business-profiles-in-google-map-pack-1536x1402.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>What\u2019s more, with this profile, your business will be eligible to show up on Google Maps.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1917\" height=\"1999\" class=\"wp-image-144165\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/3-business-profile-on-google-maps.png\" alt=\"Google Business Profiles listed on Google Maps results\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/3-business-profile-on-google-maps.png 1917w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/3-business-profile-on-google-maps-408x425.png 408w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/3-business-profile-on-google-maps-768x801.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/3-business-profile-on-google-maps-1473x1536.png 1473w\" sizes=\"auto, (max-width: 1917px) 100vw, 1917px\"><\/figure>\n\n\n\n<p>And Google will be able to display a local knowledge panel for queries, including your business name.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1096\" class=\"wp-image-144166\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/4-local-knowledge-panel-example.png\" alt=\"Example of a knowledge panel\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/4-local-knowledge-panel-example.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/4-local-knowledge-panel-example-680x373.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/4-local-knowledge-panel-example-768x421.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/4-local-knowledge-panel-example-1536x842.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>If you\u2019re starting fresh, you will need to <em>create<\/em> your business profile. If the business already exists or someone else has claimed it, you may need to <em>claim<\/em> your profile instead.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"350\" class=\"wp-image-144167\" style=\"width: 375px; height: 263px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/5-claiming-business-profile.png\" alt=\"Link to claim business profile\"><\/figure>\n\n\n\n<p>The process of filling out the details in your business profile is similar in both cases. And it\u2019s quite straightforward\u2014a bit like setting up a social media account. But to make sure your profile is optimized, check out tips from our guide: <a href=\"https:\/\/ahrefs.com\/blog\/google-my-business\/\">How to Optimize Your Google My Business Listing in 30 Minutes<\/a>.&nbsp;<\/p>\n\n\n\n<p>Remember, the more specific information and relevant photos you share, the better. And when in doubt, check with Google\u2019s <a href=\"https:\/\/support.google.com\/business\/answer\/3038177?hl=en\">guidelines<\/a>. This is because a violation of those can lead to profile suspension.&nbsp;<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Some SEO guides state that information displayed in these rich results comes from <a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\">schema markup<\/a>. That\u2019s not accurate. First and foremost, they come from business profiles. So while it doesn\u2019t hurt to apply schema markup to your website, you should focus on optimizing your Google Business Profile.<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Get listed on local citation sites and directories<\/h3>\n\n\n\n<p>Local citations and directories are online mentions of your business that display your business name, address, phone number and, in most cases, your website too.&nbsp;<\/p>\n\n\n\n<p>You need them for three reasons:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>They are a ranking factor for Google Map Pack; they can help you rank higher in those results.&nbsp;<\/li>\n\n\n\n<li>While any local directories can help you rank higher in Google Map Pack, the ones that feature a link to your website can help you with organic search results too.&nbsp;<\/li>\n\n\n\n<li>They will help searchers find your business in a) search engines like Google and b) search results of those directories.&nbsp;<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-144169 size-full\" style=\"width: 840px; height: 728px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/6-directories-dominating-serp.jpg\" alt=\"Google SERP for &quot;lawyer near me&quot;\" width=\"1999\" height=\"1733\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/6-directories-dominating-serp.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/6-directories-dominating-serp-490x425.jpg 490w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/6-directories-dominating-serp-768x666.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/6-directories-dominating-serp-1536x1332.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">\u201cLawyer near me\u201d results in directories, directories, and then some more directories. But those can potentially lead to your business if you get listed.<\/figcaption>\n<\/figure>\n\n\n\n<p>Start by getting listed with big aggregators like Foursquare. Then submit your data to popular platforms like Facebook, Yelp, and Bing Places, and go for popular directories in your local area and industry like FindLaw, Justia, or LegalMatch. Just make sure to keep your citations consistent at all&nbsp;times.&nbsp;<\/p>\n\n\n\n<p>A method that saves your time when looking for local citations manually is to use Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/link-intersect\">Link Intersect tool<\/a>. Just open the tool, plug in your competitors\u2019 URLs, and leave the last input&nbsp;blank.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1902\" height=\"908\" class=\"wp-image-144171\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/7-link-intersect-tool.png\" alt=\"Ahrefs' Link Intersect tool\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/7-link-intersect-tool.png 1902w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/7-link-intersect-tool-680x325.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/7-link-intersect-tool-768x367.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/7-link-intersect-tool-1536x733.png 1536w\" sizes=\"auto, (max-width: 1902px) 100vw, 1902px\">\n<figcaption class=\"wp-element-caption\">You will find the <a href=\"https:\/\/ahrefs.com\/link-intersect\">Link Intersect tool<\/a> by clicking on <strong>More<\/strong> in the upper menu. Then fill out the fields as shown in the example. You can inspect up to 10 domains in one go (click \u201cAdd target\u201d).<\/figcaption>\n<\/figure>\n\n\n\n<p>Here are some sample results. Note that you can use the tool to find other link opportunities too. (In this case, the tool shows us almost 15K domains.)&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1278\" class=\"wp-image-144173\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-sample-results-from-link-intersect.png\" alt=\"Link intersect showing links from business directories\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-sample-results-from-link-intersect.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-sample-results-from-link-intersect-665x425.png 665w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-sample-results-from-link-intersect-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-sample-results-from-link-intersect-768x491.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/8-sample-results-from-link-intersect-1536x982.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/local-citations\/\">How to Build Local Citations (Complete Guide)<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/seo\/local-seo#local-seo-ranking-factors\" data-ahr=\"https:\/\/ahrefs.com\/blog\/local-seo\/#local-seo-ranking-factors\">Local SEO Ranking Factors&nbsp;<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Encourage your clients to leave reviews&nbsp;<\/h3>\n\n\n\n<p><a href=\"https:\/\/support.google.com\/business\/answer\/7091?hl=en#zippy=%2Cprominence\">According to Google<\/a>, positive reviews and rankings help its algorithms understand which businesses are more prominent.&nbsp;<\/p>\n\n\n\n<p>You can ask your customers to leave reviews any way you like. Since we\u2019re focusing on ranking on Google, reviews submitted there will likely be the most important ones.<\/p>\n\n\n\n<p>Things to remember: Don\u2019t buy reviews, don\u2019t offer something in exchange for reviews, and try to reply to reviews as often as possible. (Here are <a href=\"https:\/\/support.google.com\/business\/answer\/3474050?co=GENIE.Platform%3DAndroid&amp;hl=en#zippy=%2Cwrite-a-helpful-reply%2Cbest-practices-for-negative-review-replies\">Google\u2019s guidelines<\/a> for managing reviews.)<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Recommendation<\/div><div class=\"recommendation-content\">Google can help with that by allowing you to create a <a href=\"https:\/\/support.google.com\/business\/answer\/7035772?hl=en\">special link<\/a> you can share to request a review on Google.&nbsp;\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1198\" height=\"788\" class=\"wp-image-144175\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/9-google-review-request-tool.png\" alt=\"&quot;Review request&quot; tool in Google Business Profile Manager\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/9-google-review-request-tool.png 1198w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/9-google-review-request-tool-646x425.png 646w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/9-google-review-request-tool-768x505.png 768w\" sizes=\"auto, (max-width: 1198px) 100vw, 1198px\"><\/figure>\n\n\n\n<\/div><\/div>\n\n\n\n<p>That\u2019s about it for optimizing for Google Map Pack. Let\u2019s move on to a slightly more complex topic of optimizing for organic results, i.e., the results below the map&nbsp;pack.&nbsp;<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Optimize for organic results\" data-section=\"optimize-for-organic-results\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Optimize for organic results<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>To stand a chance of ranking in the organic search results, you need pages with content relevant to a given search query. The more useful, interesting, and well-linked that content is, the higher your chances are. That\u2019s what we\u2019re going to focus on going forward.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">List your services&nbsp;<\/h3>\n\n\n\n<p>SEO or not, you need to provide visitors with a list of services that you offer and also share where you offer your services. Some of the services will have a considerable search demand; others potentially not. Later on, we will expand on that using keyword research.<\/p>\n\n\n\n<p>So for example, say you\u2019re specialized in entertainment law, including a number of areas like talent contracts, music law, and publishing. The absolute minimum here is to create a page that explains your expertise in entertainment law and mentions the above specialities.<\/p>\n\n\n\n<p>However, a more effective tactic is to create a <a href=\"https:\/\/ahrefs.com\/blog\/content-hub\/\">content hub<\/a> where the pillar page talks about your expertise in entertainment law in general and, at the same time, links to subpages dedicated to each area of that type of law you&nbsp;cover.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.romanolaw.com\/entertainment\/\">This page<\/a> is an example of a content hub (aka topic cluster). We have the general information on entertainment law (there\u2019s more of it on the page below that part) and links to relevant areas on the left. Each link leads to a page dedicated to an&nbsp;area.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1535\" class=\"wp-image-144177\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-content-hub-example.png\" alt=\"Content hub with general information on entertainment law and links to relevant areas on the left\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-content-hub-example.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-content-hub-example-553x425.png 553w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-content-hub-example-768x590.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/10-content-hub-example-1536x1179.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>And here are some results:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"506\" class=\"wp-image-144178\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/11-content-hub-organic-search-results.png\" alt=\"Content hub brings over 1K organic traffic each month, as seen in Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/11-content-hub-organic-search-results.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/11-content-hub-organic-search-results-680x172.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/11-content-hub-organic-search-results-768x194.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/11-content-hub-organic-search-results-1536x389.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">This content hub brings over 1K organic traffic each&nbsp;month.<\/figcaption>\n<\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1144\" height=\"1344\" class=\"wp-image-144180\" style=\"width: 572px; height: 672px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/12-content-hub-ranking-keywords.png\" alt=\"Some of the keywords that the hub ranks for\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/12-content-hub-ranking-keywords.png 1144w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/12-content-hub-ranking-keywords-362x425.png 362w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/12-content-hub-ranking-keywords-768x902.png 768w\" sizes=\"auto, (max-width: 1144px) 100vw, 1144px\">\n<figcaption class=\"wp-element-caption\">Some of the keywords that the hub ranks for. A good scenario if you\u2019re an entertainment lawyer in N.Y.C.<\/figcaption>\n<\/figure>\n\n\n\n<p>In short, here are some benefits of the content hub approach:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>More topical authority<\/strong> \u2013 Interlinks from related content build semantic relationships, which may be a signal of authoritativeness of the topic for Google (<a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/#topical-authority\">learn more<\/a>).<\/li>\n\n\n\n<li><strong>More link authority<\/strong> \u2013 Pages linked in a hub benefit from each other\u2019s backlinks.<\/li>\n\n\n\n<li><strong>A user-friendly way to navigate your website<\/strong> \u2013 Information is just a click&nbsp;away.&nbsp;<\/li>\n\n\n\n<li><strong>More perceived value<\/strong> \u2013 People often see such hubs as a valuable resource on the topic (which may also increase the propensity to link to your&nbsp;hub).<\/li>\n<\/ul>\n\n\n\n<p>An additional idea worth considering is creating separate hubs for practice areas and industries. This way, you will increase the number of keywords you can rank for while providing a clear structure for the&nbsp;user.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"719\" class=\"wp-image-144182\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/13-website-listing-practices-and-industries.png\" alt=\"Example of listing showing both practiced law areas and served industries\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/13-website-listing-practices-and-industries.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/13-website-listing-practices-and-industries-680x245.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/13-website-listing-practices-and-industries-768x276.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/13-website-listing-practices-and-industries-1536x552.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Example of listing showing both practiced law areas and served industries.<\/figcaption>\n<\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> According to JurisPage, an agency specializing in legal marketing, <a href=\"https:\/\/jurispage.io\/law-firm-marketing\/law-firm-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">long-form content works best for service pages<\/a>. So when building your hubs, consider filing them with informative and engaging content.&nbsp;<\/div>\n<h3 class=\"wp-block-heading\">List your locations<\/h3>\n\n\n\n<p>The goal here is to help Google index your website for keywords with local search intent. Some will be explicit. It\u2019s when the searcher uses a location modifier like \u201c<em>new york<\/em> entertainment lawyer.\u201d Some are implicit, i.e., when there is no location modifier, but Google still thinks there\u2019s local search intent (\u201cbakery\u201d will show you bakeries in your&nbsp;area).&nbsp;<\/p>\n\n\n\n<p>So here is a tactic that will save you time spent on creating a ton of pages for each location and save you from <a href=\"https:\/\/ahrefs.com\/blog\/duplicate-content\/\">duplicate content <\/a>issues:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You can create a page (for example, one called \u201cContact\u201d) with at least each location\u2019s exact address (including the state\/region), phone number, and email (if the email addresses vary).&nbsp;<\/li>\n\n\n\n<li>Include your locations in the footer. So if you have multiple locations, you can just mention the name of the region and city and link them to the page with the locations\u2019 details.&nbsp;<\/li>\n\n\n\n<li>If you want to provide more specific information related to the locations, such as practicing lawyers, you can create subpages for each location.&nbsp;<\/li>\n\n\n\n<li>Reminder: make sure to list all of your physical locations in Google Profile Manager.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1708\" height=\"1102\" class=\"wp-image-144184\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/14-sample-contact-page.png\" alt=\"Example of locations listed on a contact page\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/14-sample-contact-page.png 1708w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/14-sample-contact-page-659x425.png 659w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/14-sample-contact-page-768x496.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/14-sample-contact-page-1536x991.png 1536w\" sizes=\"auto, (max-width: 1708px) 100vw, 1708px\">\n<figcaption class=\"wp-element-caption\">Example of locations listed on a contact page.<\/figcaption>\n<\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1994\" height=\"896\" class=\"wp-image-144186\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/15-locations-listed-in-footer.png\" alt=\"Example of locations listed inside the footer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/15-locations-listed-in-footer.png 1994w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/15-locations-listed-in-footer-680x306.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/15-locations-listed-in-footer-768x345.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/15-locations-listed-in-footer-1536x690.png 1536w\" sizes=\"auto, (max-width: 1994px) 100vw, 1994px\">\n<figcaption class=\"wp-element-caption\">Example of locations listed inside the footer. All of them link to pages with more information.<\/figcaption>\n<\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> To Google, N.Y.C. is the same as New York. D.C. is, in this context, the same as Washington D.C. So you don\u2019t need to list all of the popular abbreviations of cities or regions.<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Do keyword research<\/h3>\n\n\n\n<p>Up to this point, we\u2019ve got ideas on what to create content about from the lawyer\u2019s perspective. Now let\u2019s look at the searcher\u2019s perspective.&nbsp;<\/p>\n\n\n\n<p>From the perspective of a searcher, a keyword is a word or phrase that they type in Google to find things like local products or services.&nbsp;<\/p>\n\n\n\n<p>This means that for us, keywords will become the topics of our content, blog posts, landing pages, etc., and\/or things worth mentioning in our content. More importantly, they will be the drivers of organic search traffic.&nbsp;<\/p>\n\n\n\n<p>Here are some keyword research ideas for lawyers.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Expand your services by analyzing other ranking pages&nbsp;<\/h4>\n\n\n\n<p>For this, you will need a keyword research tool like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>.&nbsp;<\/p>\n\n\n\n<p>Go to the tool, type in a seed keyword like \u201ccorporate law,\u201d and go to <strong>Related terms<\/strong>. The tool will show you keywords that other pages rank for and talk about <em>while <\/em>ranking for your seed keyword.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"630\" class=\"wp-image-144188\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/16-also-rank-for-report.png\" alt=\"Related terms report in Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/16-also-rank-for-report.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/16-also-rank-for-report-680x214.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/16-also-rank-for-report-768x242.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/16-also-rank-for-report-1536x484.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">You can toggle between <strong>Also rank for<\/strong> and <strong>Also talk about<\/strong> reports or show them all at once. Choose Top 10 or Top 100 to limit or broaden your search.<\/figcaption>\n<\/figure>\n\n\n\n<p>So for example, it may be worth targeting these keywords:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1028\" height=\"618\" class=\"wp-image-144190\" style=\"width: 771px; height: 464px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/17-potential-keywords.png\" alt=\"List of keywords worth targeting\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/17-potential-keywords.png 1028w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/17-potential-keywords-680x409.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/17-potential-keywords-768x462.png 768w\" sizes=\"auto, (max-width: 1028px) 100vw, 1028px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Look up specific competitors\u2019 keywords&nbsp;<\/h4>\n\n\n\n<p>Some of your competitors will already be ahead of the SEO game, targeting lucrative keywords with their content. But that shouldn\u2019t stop you from ranking for the same keywords (and even outranking the competition).&nbsp;<\/p>\n\n\n\n<p>There are two methods for analyzing your competition in this&nbsp;scope.&nbsp;<\/p>\n\n\n\n<p>The first one is done by plugging in your competitor\u2019s domain in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a> set to \u201csubdomains.\u201d This will show <em>all <\/em>of the keywords your competitor ranks&nbsp;for.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1271\" class=\"wp-image-144192\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/18-organic-keywords-unfiltered.jpg\" alt=\"Site Explorer finds over 18K keywords that this domain ranks for\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/18-organic-keywords-unfiltered.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/18-organic-keywords-unfiltered-668x425.jpg 668w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/18-organic-keywords-unfiltered-260x166.jpg 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/18-organic-keywords-unfiltered-768x488.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/18-organic-keywords-unfiltered-1536x977.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>For a more manageable keyword list, you can also plug in a specific page\u2019s URL (like the blog or practice areas) and\/or use filters to display keywords by criteria like search volume, traffic potential, or keyword difficulty.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1479\" class=\"wp-image-144193\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/19-backlinks-report-filtered.jpg\" alt=\"Applying the &quot;Position&quot; filter to the Organic keywords report\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/19-backlinks-report-filtered.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/19-backlinks-report-filtered-574x425.jpg 574w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/19-backlinks-report-filtered-768x568.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/19-backlinks-report-filtered-1536x1136.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Filtering the results to keywords ranking at 1-20 gives you a more manageable list.<\/figcaption>\n<\/figure>\n\n\n\n<p>In the second method, you can look up a few competitors in one go. Go to the <strong>Content Gap<\/strong> report in <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, plug in your competitors, and leave the last input file&nbsp;open.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1759\" height=\"1075\" class=\"wp-image-144195\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/20-content-gap-1.png\" alt=\"Setting up a Content Gap report in Site Explorer to show only competitors' keywords\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/20-content-gap-1.png 1759w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/20-content-gap-1-680x416.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/20-content-gap-1-768x469.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/20-content-gap-1-1536x939.png 1536w\" sizes=\"auto, (max-width: 1759px) 100vw, 1759px\"><\/figure>\n\n\n\n<p>This will show you keywords where at least one of your competitors ranks in the top&nbsp;10.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1247\" class=\"wp-image-144196\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/21-content-gap-2.png\" alt=\"Content Gap report results\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/21-content-gap-2.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/21-content-gap-2-680x425.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/21-content-gap-2-768x479.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/21-content-gap-2-1536x958.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">To increase the relevancy of the results, you can uncheck the \u201c1 target\u201d intersection.<\/figcaption>\n<\/figure>\n\n\n\n<p>If you already have a live website, you can also insert your domain to see the keywords that your competitors rank for but you do not. For this, use the last input field for your domain.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1767\" height=\"1087\" class=\"wp-image-144198\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/22-content-gap-3.png\" alt=\"Setting up a Content Gap report in Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/22-content-gap-3.png 1767w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/22-content-gap-3-680x418.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/22-content-gap-3-768x472.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/22-content-gap-3-1536x945.png 1536w\" sizes=\"auto, (max-width: 1767px) 100vw, 1767px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Look even further&nbsp;<\/h4>\n\n\n\n<p>If you want to uncover more opportunities for driving organic search traffic, spend some more time in <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> and browse through:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Google autosuggestions.&nbsp;<\/li>\n\n\n\n<li>Common questions.&nbsp;<\/li>\n\n\n\n<li>Topics your competitors blog&nbsp;about.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>For example, we can take our <strong>Also rank for <\/strong>report and make it show only keywords with questions by including words like \u201cwhy,\u201d \u201chow,\u201d \u201cwhen,\u201d etc., in the <strong>Include <\/strong>filter.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1287\" class=\"wp-image-144200\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/23-related-terms-report-filtered.png\" alt=\"Filtering the Also rank for report to uncover common questions\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/23-related-terms-report-filtered.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/23-related-terms-report-filtered-660x425.png 660w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/23-related-terms-report-filtered-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/23-related-terms-report-filtered-768x494.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/23-related-terms-report-filtered-1536x989.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>This way, we can uncover common questions related to areas of law like the one below. Note that the first five search results belong to law firms; it\u2019s not uncommon to see law firms attracting visitors through education.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"977\" class=\"wp-image-144201\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/24-related-terms-report-results.png\" alt=\"A common question sending traffic to lawyers' websites\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/24-related-terms-report-results.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/24-related-terms-report-results-680x332.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/24-related-terms-report-results-768x375.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/24-related-terms-report-results-1536x751.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>An important skill in keyword research is choosing and prioritizing keywords. To see how it\u2019s done step by step, read this: <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Create optimized pages&nbsp;<\/h3>\n\n\n\n<p>Now that we know what to create content about, it\u2019s time to learn how to create that content. So in this section, we\u2019ll focus on optimizing the so-called on-page SEO factors: Things that you can include on your page or inside its HTML to improve its ranking and visibility on the&nbsp;SERPs.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Align with search intent&nbsp;<\/h4>\n\n\n\n<p>Search intent refers to the reason behind the search. It\u2019s one of the strongest ranking factors.<\/p>\n\n\n\n<p>The search intent of any given search query can be identified by looking at the SERPs and determining three things:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Content type<\/strong> \u2013 Is the domination type a blog post, landing page, video, or free&nbsp;tool?<\/li>\n\n\n\n<li><strong>Content format<\/strong> \u2013 Common formats include how-to guides, list posts, opinion pieces, definition posts, etc.<\/li>\n\n\n\n<li><strong>Content<\/strong> <strong>angle<\/strong> \u2013 The unique selling point of the results, e.g., \u201cin 2022\u201d or \u201cfor beginners.\u201d&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>For example, judging from the top-ranking pages and the \u201cPeople Also Ask\u201d box for \u201cemancipation in new york,\u201d it seems that Google thinks people want to know what that&nbsp;is.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1750\" height=\"1746\" class=\"wp-image-144203\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/25-informational-intent.jpg\" alt=\"The SERP suggests that people seek knowledge first and foremost\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/25-informational-intent.jpg 1750w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/25-informational-intent-426x425.jpg 426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/25-informational-intent-768x766.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/25-informational-intent-1536x1532.jpg 1536w\" sizes=\"auto, (max-width: 1750px) 100vw, 1750px\"><\/figure>\n\n\n\n<p>So the best way to align with search intent is through an article that explains what emancipation is and maybe even explains the processes behind it.&nbsp;<\/p>\n\n\n\n<p>To become proficient in optimizing for search intent, see our guide: <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">What Is Search Intent? A Complete Guide for Beginners<\/a>.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Create quality and up-to-date content<\/h4>\n\n\n\n<p>Google is getting better and better at understanding quality content. To give you a quick overview of its SEO <a href=\"https:\/\/developers.google.com\/search\/docs\/beginner\/seo-starter-guide#knowyourreaders\">guidelines<\/a>, you should make your content:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Easy to read<\/strong> \u2013 When writing about the law, you probably won\u2019t be able to avoid jargon. But you can still explain it sufficiently and use simple sentences everyone (actually, even a 9-year-old) can understand.&nbsp;<\/li>\n\n\n\n<li><strong>Clearly organized<\/strong> \u2013 Break text into sections with descriptive headings.&nbsp;<\/li>\n\n\n\n<li><strong>Up to date<\/strong> \u2013 Crucial in law-related topics.&nbsp;<\/li>\n\n\n\n<li><strong>Unique<\/strong> \u2013 You can take cues from the best-performing content but try to provide some unique value to your readers at the same time. For example, you can provide a unique content angle or include educational materials like an infographic. This is also the part where you want to consider adding <a href=\"https:\/\/ahrefs.com\/blog\/link-bait\/\">link bait.<\/a>&nbsp;<\/li>\n\n\n\n<li><strong>Focused on providing essential information to solve a searcher\u2019s problem<\/strong> \u2013 Longer content doesn\u2019t mean that it\u2019s of higher quality.&nbsp;<\/li>\n\n\n\n<li><strong>Aligned with E-E-A-T guidelines<\/strong> \u2013 More on that in the next section.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-copywriting\/\">SEO Copywriting: 12 Easy Tips for Better Content and Higher Rankings<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/youtu.be\/n5KKbPS6N-g\">How to Create Content That\u2019s \u201cBetter\u201d Than Your Competitor\u2019s<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Demonstrate E-E-A-T&nbsp;<\/h4>\n\n\n\n<p>E-E-A-T stands for expertise, experience, authoritativeness, and trustworthiness. It\u2019s a concept taken from a guideline that Google Quality Raters (humans) use to help engineers improve Google\u2019s algorithm. It means that Google wants to promote pages that demonstrate E-E-A-T, and it\u2019s getting better at&nbsp;it.<\/p>\n\n\n\n<p>E-E-A-T bears the most importance for YMYL topics (Your Money or Your Life). Surely, the law is one of&nbsp;them.&nbsp;<\/p>\n\n\n\n<p>Besides the quite obvious things like keeping your content accurate and up to date and citing your sources where necessary, flashing your credentials can be helpful too.<\/p>\n\n\n\n<p>So, create an About page introducing you and other lawyers in your firm and demonstrating why people should trust you. Mention things like education, bar admissions, affiliations, awards, etc.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1276\" height=\"874\" class=\"wp-image-144204\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/26-showing-credentials-eat.png\" alt=\"Example page showing the lawyer's credentials\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/26-showing-credentials-eat.png 1276w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/26-showing-credentials-eat-620x425.png 620w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/26-showing-credentials-eat-768x526.png 768w\" sizes=\"auto, (max-width: 1276px) 100vw, 1276px\">\n<figcaption class=\"wp-element-caption\">Flashing credentials is not bragging. If you\u2019re an accomplished lawyer, people (and Google) will find you more trustworthy.<\/figcaption>\n<\/figure>\n\n\n\n<p>Then make sure each article that you publish mentions the author and links to their About&nbsp;page.&nbsp;<\/p>\n\n\n\n<p>Two other tactics that may help you with demonstrating your expertise, authoritativeness, and trustworthiness are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Using schema markup on pages where you introduce the lawyers<\/strong> \u2013 Schema markup is a simple code that helps Google better understand your content. You can learn how to apply it with <a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\">this guide<\/a>.<\/li>\n\n\n\n<li><strong>Getting links from authoritative sources<\/strong> \u2013 I\u2019ll explain some link building tactics later on in the article.&nbsp;<\/li>\n<\/ul>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul>\n<li><a href=\"\/blog\/eeat-seo\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/eat-seo\/\">What Is EAT? Why It\u2019s Important for&nbsp;SEO<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">E-E-A-T Is the New E-A-T. What the New \u201cE\u201d Means for&nbsp;SEO<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Optimize page titles and meta descriptions&nbsp;<\/h4>\n\n\n\n<p>Page titles and meta descriptions are important because the searchers can see them on the SERPs, and this can impact what they click on. Additionally, page titles are considered a \u201csmall ranking factor.\u201d&nbsp;<\/p>\n\n\n\n<p>Here\u2019s what to take into account when crafting a page&nbsp;title:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Make the title eye-catching and accurate<\/strong> \u2013 Write a line that piques users\u2019 interest and accurately describes what\u2019s unique about your content\/offer.&nbsp;<\/li>\n\n\n\n<li><strong>Insert the target keyword in your title<\/strong> \u2013 Make it sound natural to the reader. For your homepage title, make sure to include your company\u2019s name.&nbsp;<\/li>\n\n\n\n<li><strong>Fit within 60 characters<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>And here\u2019s what\u2019s important for meta descriptions:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Make it compelling but not clickbaity<\/strong>&nbsp;<\/li>\n\n\n\n<li><strong>Fit within 920 px<\/strong> \u2013 You can use a tool like <a href=\"https:\/\/www.highervisibility.com\/seo\/tools\/serp-snippet-optimizer\/\">SERPSim<\/a> to help you with&nbsp;that.&nbsp;<\/li>\n\n\n\n<li><strong>Synchronize the description with the title<\/strong> \u2013 The description can be an extension of or support what you claim in the&nbsp;title.<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">How to Craft the Perfect SEO Title Tag (Our 4-Step Process)<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/meta-description\/\">How to Write the Perfect Meta Description<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Use short and descriptive URLs<\/h4>\n\n\n\n<p>URLs are another \u201csmall\u201d ranking factor. And you should optimize the URL with the user in mind. This&nbsp;means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Keep it short<\/strong> \u2013 Don\u2019t use an overly nested structure. URLs should be an indication of the user\u2019s location on a website.&nbsp;<\/li>\n\n\n\n<li><strong>Make it human-readable<\/strong> \u2013 Use a few words that describe the page. Don\u2019t use cryptic signs.&nbsp;<\/li>\n\n\n\n<li><strong>Get an SSL certificate <\/strong>\u2013 This will show users that the connection is secure and private; they will see \u201c<a href=\"https:\/\/ahrefs.com\/blog\/what-is-https\/\">HTTPS<\/a>\u201d at the beginning of your domain as a sign of secure connection in the browser. It\u2019s also a lightweight ranking signal.<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s an example of a user-friendly URL that checks the above boxes. It comes from a subpage on art law\u2014part of a content hub on entertainment law.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.romanolaw.com\/entertainment\/art-law\/\"><code>https:\/\/www.romanolaw.com\/entertainment\/art-law\/<\/code><\/a><\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-friendly-urls\/\">How to Create SEO-Friendly URLs (Step-by-Step)<\/a>&nbsp;<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Add internal links&nbsp;<\/h4>\n\n\n\n<p>Internal links are the links to other pages on your website. You need them for a few reasons. They&nbsp;can:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Provide a crawl path to target pages<\/strong>&nbsp;<\/li>\n\n\n\n<li><strong>Boost other pages you own <\/strong>\u2013 This means they pass link equity. So pages that tend to get a lot of links can help other pages (where building links is harder) rank higher (see the <a href=\"https:\/\/ahrefs.com\/blog\/orchard-seo-strategy\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-strategy\/\">\u201cmiddleman\u201d method<\/a>).<\/li>\n\n\n\n<li><strong>Help Google understand what the page is about<\/strong> \u2013 This is possible with the internal links\u2019 anchor texts.&nbsp;<\/li>\n\n\n\n<li><strong>Help users navigate your website<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>The content creation phase is the best time to include internal links. The three places you should consider when adding internal links&nbsp;are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your<strong> money pages<\/strong>, i.e., the pages that describe your services or help visitors contact you. But don\u2019t force it; add them when it\u2019s a natural next step for the&nbsp;user.&nbsp;<\/li>\n\n\n\n<li>Other <strong>relevant articles<\/strong> on the&nbsp;topic.&nbsp;<\/li>\n\n\n\n<li><strong>Related articles<\/strong>.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>To find internal linking opportunities, you can use <a href=\"https:\/\/ahrefs.com\/blog\/google-advanced-search-operators\/\">search operators<\/a> in Google. Use the <code>site:<\/code> operator together with a search term in quotation marks, like&nbsp;this:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1964\" height=\"1680\" class=\"wp-image-144206\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/27-google-search-operators.png\" alt=\"Using search operators in Google\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/27-google-search-operators.png 1964w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/27-google-search-operators-497x425.png 497w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/27-google-search-operators-768x657.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/27-google-search-operators-1536x1314.png 1536w\" sizes=\"auto, (max-width: 1964px) 100vw, 1964px\"><\/figure>\n\n\n\n<p>Another way is to use the <strong>Link opportunities<\/strong> report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>. It focuses on the 10 best keywords for each page on your website and looks for mentions of those terms on your other&nbsp;pages.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1776\" height=\"1000\" class=\"wp-image-144207\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/28-link-opportunities-report-1.png\" alt=\"Link opportunities report in Site Audit\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/28-link-opportunities-report-1.png 1776w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/28-link-opportunities-report-1-680x383.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/28-link-opportunities-report-1-768x432.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/28-link-opportunities-report-1-1536x865.png 1536w\" sizes=\"auto, (max-width: 1776px) 100vw, 1776px\">\n<figcaption class=\"wp-element-caption\">You can find the report in the menu on the left in <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>.<\/figcaption>\n<\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"531\" class=\"wp-image-144209\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/29-link-opportunities-report-2.jpg\" alt=\"Sample results from the Link opportunities report in Site Audit\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/29-link-opportunities-report-2.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/29-link-opportunities-report-2-680x181.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/29-link-opportunities-report-2-768x204.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/29-link-opportunities-report-2-1536x408.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Sample results from the <strong>Link opportunities<\/strong> report in <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>.<\/figcaption>\n<\/figure>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/prioritize-internal-linking\/\">Here\u2019s Why You Should Prioritize Internal Linking in 2022<\/a>&nbsp;<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Optimize images&nbsp;<\/h4>\n\n\n\n<p>Optimizing images for SEO is about these three things:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Compressing image file size<\/strong> \u2013 You can use a plugin like ShortPixel or a bulk image optimizer like Kraken. This will help your website load faster and <a href=\"https:\/\/ahrefs.com\/blog\/core-web-vitals\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/advanced-pagespeed-guide\/\">load speed<\/a> counts for SEO (as shown in this <a href=\"https:\/\/moz.com\/blog\/local-seo-speed-optimization-case-study\">case study<\/a>).&nbsp;<\/li>\n\n\n\n<li><strong>Using descriptive image file&nbsp;names<\/strong><\/li>\n\n\n\n<li><strong>Use descriptive alt texts<\/strong> \u2013 Together with file names, they help Google understand the context of your page. In addition, alt texts help visually impaired users.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1310\" class=\"wp-image-144211\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/30-naming-images-example.jpg\" alt=\"Using a person's name inside the file name of their portrait\u2014a good practice spotted at wilmerhale.com\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/30-naming-images-example.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/30-naming-images-example-649x425.jpg 649w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/30-naming-images-example-768x503.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/30-naming-images-example-1536x1007.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Using a person\u2019s name inside the file name of their portrait\u2014a good practice spotted at <a href=\"http:\/\/wilmerhale.com\">wilmerhale.com<\/a>.<\/figcaption>\n<\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Translate your content (for multilingual regions)&nbsp;<\/h4>\n\n\n\n<p>International law firms and lawyers working in multilingual regions who provide services in multiple languages should consider looking into translating their content. They should do so for at least the pages they want to rank for multilingual phrases, e.g., homepage, services, locations, and contact page.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s why:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Content in the same language as the search query is likely more relevant to that&nbsp;query.&nbsp;<\/li>\n\n\n\n<li>It helps with link building outreach in the same language.&nbsp;<\/li>\n\n\n\n<li>Translated content will be more accessible to the group of people speaking that language.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1096\" class=\"wp-image-144213\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/31-multilingual-page-ranking-for-french-keywords.png\" alt=\"Canadian lawyer's website with content in English and French ranking for a keyword in French\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/31-multilingual-page-ranking-for-french-keywords.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/31-multilingual-page-ranking-for-french-keywords-680x373.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/31-multilingual-page-ranking-for-french-keywords-768x421.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/31-multilingual-page-ranking-for-french-keywords-1536x842.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Canadian lawyer\u2019s website with content in English and French ranking for a keyword in French.<\/figcaption>\n<\/figure>\n\n\n\n<p>Multilingual SEO involves many details and technicalities, so let me point you to our guide on the topic: <a href=\"https:\/\/ahrefs.com\/blog\/multilingual-seo\/\">Multilingual SEO: Translation and Marketing Guide<\/a>.<\/p>\n\n\n\n<p>That concludes dealing with on-page factors. Now we can move to off-page factors, i.e., factors that occur outside the website.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Build links&nbsp;<\/h3>\n\n\n\n<p>Links from other websites are one of the most impactful ranking factors. The more good quality backlinks you have, the higher you can rank in the organic results.<\/p>\n\n\n\n<p>You can get backlinks in two&nbsp;ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Earn them organically through link-worthy content on your&nbsp;site&nbsp;<\/li>\n\n\n\n<li>Build them through link building methods (what I\u2019ll be explaining in this section of the article)&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> According to some SEOs, all backlinks can help you rank both in Google\u2019s map pack and organic results. This actually makes sense if you read into the hints that Google gives us on how it determines local ranking:<\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1430\" height=\"574\" class=\"wp-image-144214\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/32-google-explains-prominence.png\" alt=\"Google explaining that position in web results can impact the map pack\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/32-google-explains-prominence.png 1430w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/32-google-explains-prominence-680x273.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/32-google-explains-prominence-768x308.png 768w\" sizes=\"auto, (max-width: 1430px) 100vw, 1430px\"><\/figure>\n\n\n\n<p>Generally speaking, to improve your local rankings, prioritize those link opportunities that are at the same time contextually relevant, are locally relevant, and come from authoritative sources.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"2397\" class=\"wp-image-144216\" style=\"width: 540px; height: 719px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/seo_for_lawyers.png\" alt=\"Venn diagram showing ideal backlinks for local SEO\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/seo_for_lawyers.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/seo_for_lawyers-319x425.png 319w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/seo_for_lawyers-768x1023.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/seo_for_lawyers-1153x1536.png 1153w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/seo_for_lawyers-1538x2048.png 1538w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n<p>With all that out of the way, let\u2019s look at some ideas on how lawyers and law firms can build relevant backlinks.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Publish press releases<\/h4>\n\n\n\n<p>Following an important case, it\u2019s a good idea to issue a <a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-a-press-release\/\">press release<\/a> and distribute it online. Depending on the type of the case, it can gain interest from international, national, and local magazines alike.&nbsp;<\/p>\n\n\n\n<p>One example of this is the Johnny Depp and Amber Heard case led by Camille Vasquez and Benjamin Chew from Brown Rudnick. As you can see below, that case earned that law firm <a href=\"https:\/\/ahrefs.com\/blog\/nofollow-links\/\">follow links<\/a> from 213 quality domains. Some are local, and some are national\/international.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1493\" class=\"wp-image-144243\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/34-backlinks-gained-through-pr.png\" alt=\"Backlinks report in Site Audit filtered by anchor text, follow type, and DR\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/34-backlinks-gained-through-pr.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/34-backlinks-gained-through-pr-569x425.png 569w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/34-backlinks-gained-through-pr-768x574.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/34-backlinks-gained-through-pr-1536x1147.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Quite frankly, that case has gained so much worldwide attention that the law firm probably doesn\u2019t have to issue a PR note. I bet there are some unlinked mentions that can be turned into links, so that number may be even higher.<\/figcaption>\n<\/figure>\n\n\n\n<p>Some other ideas for press releases include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>New hires.<\/li>\n\n\n\n<li>Mergers.<\/li>\n\n\n\n<li>Important company statements.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Look for newsjacking opportunities<\/h4>\n\n\n\n<p>Also called \u201creactive PR,\u201d this technique is about providing reliable information on current events.&nbsp;<\/p>\n\n\n\n<p>This requires regular monitoring of what\u2019s happening in the world or your local area related to your law specialization. Here are two ways to do this and remain sane. You&nbsp;can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hire someone, e.g., a local PR agency.&nbsp;<\/li>\n\n\n\n<li>Use a web monitoring tool like Google Alerts. If you\u2019re an Ahrefs user, you can also use the Mentions tool.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1176\" height=\"1170\" class=\"wp-image-144245\" style=\"width: 588px; height: 585px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/35-ahrefs-alert-set-up.png\" alt=\"Example use of Ahrefs' Mentions tool\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/35-ahrefs-alert-set-up.png 1176w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/35-ahrefs-alert-set-up-427x425.png 427w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/35-ahrefs-alert-set-up-768x764.png 768w\" sizes=\"auto, (max-width: 1176px) 100vw, 1176px\">\n<figcaption class=\"wp-element-caption\">This alert setup will send daily emails about new content mentioning the words \u201cstartup\u201d and \u201claw\u201d in English-language websites with a DR of at least 40. As a lawyer offering law services tailored for startups, you can pitch your expert opinion when some news about this topic comes&nbsp;up.<\/figcaption>\n<\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Link from your publications, teaching, or public speaking events&nbsp;<\/h4>\n\n\n\n<p>Lawyers often have the opportunity to teach at universities and present lectures at conferences. Oftentimes, this will come with the possibility of including a link in the lecturer\u2019s bio. It\u2019s a great opportunity to earn a link from a domain with high authority (strong backlink profile) and local relevance, as in the example below.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1096\" class=\"wp-image-144246\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/36-backlinks-gained-through-teaching.png\" alt=\"Backlinks report in Site Audit filtered by anchor text, follow attribute, and DR\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/36-backlinks-gained-through-teaching.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/36-backlinks-gained-through-teaching-680x373.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/36-backlinks-gained-through-teaching-768x421.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/36-backlinks-gained-through-teaching-1536x842.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Go after guest blogging opportunities<\/h4>\n\n\n\n<p>Guest blogging is a common link building practice. Yet the availability of opportunities varies depending on the topic. Below is an example guest post on TechCrunch about the legal issues with the startup credo \u201cmove fast and break things\u201d that links back to the law firm of the authors.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1254\" class=\"wp-image-144247\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/37-guest-post-example.jpg\" alt=\"Guest post on TechCrunch\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/37-guest-post-example.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/37-guest-post-example-677x425.jpg 677w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/37-guest-post-example-768x482.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/37-guest-post-example-1536x964.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Here\u2019s how you can find and vet guest blogging opportunities using Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/content-explorer\">Content Explorer<\/a>. You&nbsp;can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Type in law AND (\u201cguest article\u201d OR \u201cguest post\u201d) in the search bar. This will search our database for the word \u201claw\u201d and at least one of the two phrases \u201cguest article\u201d or \u201cguest post.\u201d<\/li>\n\n\n\n<li>Set the website traffic filter to \u201cFrom 500\u201d to filter out new websites and websites with potentially low quality.&nbsp;<\/li>\n\n\n\n<li>Turn on the \u201cOnly live\u201d filter to weed out broken pages.&nbsp;<\/li>\n\n\n\n<li>Use the \u201cOne page per domain\u201d option because we only want a single result from any website.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"868\" class=\"wp-image-144248\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/38-using-filters-in-content-explorer.png\" alt=\"Advanced search example in Content Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/38-using-filters-in-content-explorer.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/38-using-filters-in-content-explorer-680x295.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/38-using-filters-in-content-explorer-768x333.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/38-using-filters-in-content-explorer-1536x667.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Here\u2019s an example find. Note that you can instantly see metrics of each page, which can help you vet prospects.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"395\" class=\"wp-image-144249\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/39-guest-post-opportunities.png\" alt=\"Sample results from Content Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/39-guest-post-opportunities.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/39-guest-post-opportunities-680x134.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/39-guest-post-opportunities-768x152.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/39-guest-post-opportunities-1536x304.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Answer journalist requests<\/h4>\n\n\n\n<p>Services like HARO, ResponseSource, and SourceBottle allow you to track journalist requests for expert commentary on legal matters (or from a legal perspective). If your commentary appears in a newspaper or magazine, you benefit twofold: You earn a link and increase awareness of your law&nbsp;firm.&nbsp;<\/p>\n\n\n\n<p>All you need to do is to sign up for their services, subscribe to topics that interest you, and wait for an email with the latest request. If something piques your interest, answer as soon as possible.&nbsp;<\/p>\n\n\n\n<p>Additionally, you can follow the #journorequest hashtag on Twitter.<\/p>\n\n\n\n<p>If you can, prioritize local news and magazines because those links will have local relevance that can help you rank for keywords with local intent.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1096\" class=\"wp-image-144250\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/40-backlinks-from-local-magazine.png\" alt=\"Local magazine linking to a lawyer's website (data from Site Explorer)\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/40-backlinks-from-local-magazine.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/40-backlinks-from-local-magazine-680x373.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/40-backlinks-from-local-magazine-768x421.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/40-backlinks-from-local-magazine-1536x842.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Local rankings&nbsp;<\/h4>\n\n\n\n<p>Here\u2019s the last thing on our menu: local rankings published by local magazines, blogs, or review sites.<\/p>\n\n\n\n<p>Not to be confused with local listings and directories featured at the beginning of the article.&nbsp;<\/p>\n\n\n\n<p>While \u201clocal rankings link building\u201d is a sound tactic for any local business to pursue, I haven\u2019t seen many of those opportunities in the law niche. Still, if that kind of opportunity knocks on your door, give it serious consideration. Just remember to evaluate it in terms of contextual relevance, local relevance, and authority.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1434\" height=\"692\" class=\"wp-image-144251\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/41-local-ranking-site.png\" alt=\"Local rankings of lawyers in New York\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/41-local-ranking-site.png 1434w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/41-local-ranking-site-680x328.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/41-local-ranking-site-768x371.png 768w\" sizes=\"auto, (max-width: 1434px) 100vw, 1434px\">\n<figcaption class=\"wp-element-caption\">Local ranking of lawyers in New&nbsp;York.<\/figcaption>\n<\/figure>\n\n\n\n<p>That concludes the link building section. If you want to learn more about link building, see our detailed guides:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/seo\/link-building\" data-ahr=\"https:\/\/ahrefs.com\/blog\/link-building\/\">Link Building for SEO: The Beginner\u2019s Guide<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/local-link-building\/\">9 Easy Local Link Building Tactics<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\/\">How to Get Backlinks: 15 Proven Tactics<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Next stop: how to stay on top of technical SEO and SEO tracking.&nbsp;<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Keep your site healthy\" data-section=\"keep-your-site-healthy\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Keep your site healthy<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The \u201cSEO health\u201d of your website can impact your rankings or prevent you from showing up on Google\u2019s. Here, we\u2019re stepping into the territory of technical SEO: optimizing your website to help search engines find, crawl, understand, and index your pages. Fortunately, there are tools for&nbsp;that.<\/p>\n\n\n\n<p>Tl;dr: The easiest way to keep your website\u2019s SEO health in shape is to get a tool like <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a> and fix any error it reports (also available for free in <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>).&nbsp;<\/p>\n\n\n\n<p>Looking into technical SEO issues is not something that will consume a lot of your time on a regular basis. Once you make sure your site is crawlable and indexable and fix any errors or warnings that may already be occurring on your site (e.g., broken links, slow page loading), it\u2019s a matter of occasionally checking on the report.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"874\" height=\"1236\" class=\"wp-image-144252\" style=\"width: 524px; height: 742px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/42-sample-email-site-audit-report.png\" alt=\"Example email technical SEO report from Site Audit\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/42-sample-email-site-audit-report.png 874w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/42-sample-email-site-audit-report-301x425.png 301w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/42-sample-email-site-audit-report-768x1086.png 768w\" sizes=\"auto, (max-width: 874px) 100vw, 874px\">\n<figcaption class=\"wp-element-caption\">Example email technical SEO report from <a href=\"https:\/\/app.ahrefs.com\/site-audit\">Site Audit<\/a>.<\/figcaption>\n<\/figure>\n\n\n\n<p>For a deeper dive into the subject of technical SEO, check these&nbsp;out:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/seo\/technical-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/technical-seo\/\">The Beginner\u2019s Guide to Technical SEO<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/technical-seo-audit\/\">How to Complete a Technical SEO Audit in 8 Steps<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Track your SEO progress\" data-section=\"track-your-seo-progress\">\n\n\n\n<h2 class=\"wp-block-heading\">4. Track your SEO progress&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Tracking your progress \u201cmanually\u201d on Google is not reliable because Google personalizes results based on factors like search history, device, and current location. Here are some tools you can use instead.&nbsp;<\/p>\n\n\n\n<p>Starting from Google Business Profile, Google allows you to track a set of <a href=\"https:\/\/support.google.com\/business\/answer\/9918094?hl=en&amp;co=GENIE.Platform%3DDesktop&amp;oco=0\">performance metrics <\/a>for free within the service. For example, you can see queries people used to find your profile, the number of direction requests, or the number of people who viewed the profile.&nbsp;<\/p>\n\n\n\n<p>You\u2019ll also need a tool to track your Google Map Pack performance, e.g., the freemium <a href=\"https:\/\/gridmybusiness.com\/\">Grid My Business<\/a> or <a href=\"https:\/\/www.localfalcon.com\/\">Local Falcon<\/a>.&nbsp;<\/p>\n\n\n\n<p>If you want to track all of your keyword rankings, try a tool like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>. It lets you track up to 10,000 keyword rankings for \u201cregular\u201d organic search by country, state, city, and even ZIP\/postal code.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1433\" class=\"wp-image-144253\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/43-setting-local-tracking-in-rank-tracker.jpg\" alt=\"Setting up local rank tracking in Rank Tracker\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/43-setting-local-tracking-in-rank-tracker.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/43-setting-local-tracking-in-rank-tracker-593x425.jpg 593w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/43-setting-local-tracking-in-rank-tracker-768x551.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/43-setting-local-tracking-in-rank-tracker-1536x1101.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<p><a href=\"https:\/\/ahrefs.com\/blog\/seo-metrics-to-track\/\">10 SEO Metrics That Actually Matter (And 4 That Don\u2019t)<\/a>&nbsp;<\/p>\n<\/div><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Expert tips from the field\" data-section=\"expert-tips\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">Expert tips from the field: how real legal marketers approach SEO<\/h2>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>To uncover what really drives SEO success for law firms, we gathered insights from professionals who live and breathe legal marketing. These are the people behind the scenes of some of the most competitive law firm SEO campaigns in the country.<\/p>\n<p>Our contributors include agency founders, in-house SEO directors, and consultants who have worked with everything from solo attorneys to multi-location firms handling $100M+ in annual revenue. They\u2019ve battled in saturated local markets, navigated complex bar advertising rules, and built scalable SEO systems that prioritize trust, authority, and real-world performance.<\/p>\n<h3 data-start=\"2195\" data-end=\"2260\">1. How do you meet E-E-A-T standards while staying compliant?<\/h3>\n<blockquote class=\"small\"><div class=\"quote-content\">\n<p>We work closely with our attorney clients to develop content based on their real-world knowledge and experience. That authentic legal insight forms the foundation of everything we publish. Every piece is then reviewed and approved by the attorneys themselves to ensure both compliance and factual accuracy.<br><\/p><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Juan Pineda\" src=\"https:\/\/www.agiledigitalagency.com\/wp-content\/uploads\/signature-assets\/jp.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Juan Pineda,<\/span> <span class=\"quote-author-job\">Managing Director, <a href=\"https:\/\/agiledigitalagency.com\" target=\"_blank\">agiledigitalagency.com<\/a><\/span><\/div><\/div><\/blockquote>\n<p><span style=\"font-weight: 400;\"><\/span><\/p><blockquote class=\"small\"><div class=\"quote-content\">\n<p>You can\u2019t \u2018add\u2019 E-E-A-T to your website, but you can exhibit it\u2026 This starts with content that\u2019s accurate and has the reader\u2019s best interest in mind. But it also means demonstrating EEAT with any \u2018evidence\u2019 you can control, like accolades and qualifications. If you can brag about it, you should.<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p><\/div><div class=\"quote-info clearfix\"><span class=\"quote-author\">Emily Brady,<\/span> <span class=\"quote-author-job\">Director of SEO, <a href=\"https:\/\/onefirstlegal.com\" target=\"_blank\">OneFirst Legal<\/a><\/span><\/div><\/blockquote>\n<blockquote class=\"small\"><div class=\"quote-content\">Legal SEO content has to walk a tightrope: show real expertise, but don\u2019t step over ethical or compliance lines. We\u2019ve had the most consistent success involving licensed practitioners closely in content creation.<br><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Jason Hennessey\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/jason-hennessey.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Jason Hennessey,<\/span> <span class=\"quote-author-job\">Founder &amp; CEO, <a href=\"https:\/\/hennessey.com\" target=\"_blank\">Hennessey Digital<\/a><\/span><\/div><\/div><\/blockquote>\n<p>&nbsp;<\/p>\n<h3 data-start=\"3604\" data-end=\"3670\">2. Can AI-generated content be used effectively and ethically?<\/h3>\n<p><span style=\"font-weight: 400;\"><\/span><\/p><blockquote class=\"small\"><div class=\"quote-content\">\n<p>AI can be useful for first drafts and research assistance, but it\u2019s dangerous to rely on it too heavily. Last summer, I caught an AI tool citing a completely non-existent statute in a blog post about divorce law\u2026 These days, I use AI only for creating content outlines, topic ideas, and meta description variations. Everything gets heavily edited by humans and fact-checked by lawyers.<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Jasmine Charbonier\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/Jasmine-Charbonier.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Jasmine Charbonier,<\/span> <span class=\"quote-author-job\">SEO Consultant, <a href=\"https:\/\/jasminecharbonier.com\" target=\"_blank\">JasmineCharbonier.com<\/a><\/span><\/div><\/div><\/blockquote>\n<p><span style=\"font-weight: 400;\"><\/span><\/p><blockquote class=\"small\"><div class=\"quote-content\">\n<p><span id=\"m_-6469444171594180248gmail-input-sentence~4\">AI can be leveraged ethically (and profitably) even in YMYL law by distinguishing human-authored content from automated SEO building blocks. For example, we use AI to generate meta descriptions, H1 tags, and FAQs at scale, saving countless hours while keeping the human writer focused on the complex practice area content, case analysis, or jurisdiction-specific risk language.<\/span><\/p>\n<\/div><div class=\"quote-info clearfix\"><span class=\"quote-author\">Victor Karpenko,<\/span> <span class=\"quote-author-job\">CEO &amp; Founder, <a href=\"https:\/\/seoprofy.com\" target=\"_blank\">SeoProfy<\/a><\/span><\/div><\/blockquote>\n<blockquote class=\"small\"><div class=\"quote-content\">\n<p>AI content with heavy prompting and based on unique data inputs from documents can be a powerful way to speed up your output\u2026 Ask for bite-sized output and review the accuracy. (\u2026)The value is in using AI with structured, secure data inputs\u2026 build a secure database of files\/documents an AI agent can reference. That way, you\u2019re prompting from authority, not guessing.<\/p>\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ben Poulton\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/ben-poulton.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ben Poulton,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/intellar.agency\/\" target=\"_blank\">Intellar<\/a><\/span><\/div><\/div><\/blockquote>\n<blockquote class=\"small\"><div class=\"quote-content\">\n<p>AI can support legal SEO efforts, but it should never be used blindly. A Stanford HAI study found that even specialized AI legal tools hallucinate in over 17% of cases. One Texas attorney was fined for submitting AI-generated court documents filled with fabricated citations.<\/p>\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Juan Pineda\" src=\"https:\/\/www.agiledigitalagency.com\/wp-content\/uploads\/signature-assets\/jp.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Juan Pineda,<\/span> <span class=\"quote-author-job\">Managing Director, <a href=\"https:\/\/agiledigitalagency.com\" target=\"_blank\">agiledigitalagency.com<\/a><\/span><\/div><\/div><\/blockquote>\n<h3 data-start=\"5075\" data-end=\"5136\">3. How can solo and small firms compete with big budgets?<\/h3>\n<blockquote class=\"small\"><div class=\"quote-content\">\n<p>You don\u2019t need to outspend your competitors - you need to outmaneuver them by targeting the keywords big firms ignore. Most large personal injury firms have a generic \u2018car accident\u2019 page, but often they don\u2019t create more specific MVA related pages for motorcycle accidents, pedestrian accidents, or rideshare accidents.&nbsp;<\/p>\n<p>These long-tail, service-specific keywords are goldmines for solo practitioners. While \u2018personal injury lawyer [city]\u2019 might be very difficult to rank for, \u2018motorcycle accident attorney [city]\u2019 or \u2018Uber accident lawyer [city]\u2019 often have minimal competition but still attract highly value cases. Create dedicated service pages and blog content around these specific legal issues and case types that you work&nbsp;with.<\/p>\n<p data-start=\"5138\" data-end=\"5173\"><span style=\"font-weight: 400;\"><\/span><\/p><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Chris Rossi\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/chris-rossi-legal-marketing-consulting-attorney-sluice-2.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Chris Rossi,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/attorneysluice.com\" target=\"_blank\">Attorney Sluice<\/a><\/span><\/div><\/div><\/blockquote>\n<blockquote class=\"small\"><div class=\"quote-content\"> Parr Business Law is a boutique agency in Vancouver. They dominate business law and are expanding into estate law\u2014all with under 10 employees and a $1K\/month SEO budget. The key? Niching down, generating consistent content, and working your tail off to earn reviews.&nbsp;<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Daniel Thompson\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/daniel-thompson.jpg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Daniel Thompson,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/saltwaterdigital.com\" target=\"_blank\">Saltwater Digital<\/a><\/span><\/div><\/div><\/blockquote>\n<blockquote class=\"small\"><div class=\"quote-content\"> Long-tail queries make up 70% of all search traffic. We publish pages answering hyper-specific questions like \u2018NYC bus rear-ended my car lawyer\u2019\u2014and those convert 2\u20133x better than generic terms. It\u2019s not about traffic volume. It\u2019s about intent.&nbsp;<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Jason Hennessey\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/jason-hennessey.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Jason Hennessey,<\/span> <span class=\"quote-author-job\">Founder &amp; CEO, <a href=\"https:\/\/hennessey.com\" target=\"_blank\">Hennessey Digital<\/a><\/span><\/div><\/div><\/blockquote>\n<blockquote class=\"small\"><div class=\"quote-content\"> Smaller law firms win SEO battles by dominating hyper-local search and developing genuine expertise in specific practice areas rather than trying to compete on broad terms. We helped a three-attorney personal injury firm rank #1 for 23 local legal terms by targeting [city name] + specific injury keywords and producing content on state-specific claim processes and local court procedures.&nbsp;<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Aaron Whittaker\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/aaron-whitaker.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Aaron Whittaker,<\/span> <span class=\"quote-author-job\">VP of Demand Generation &amp; Marketing, <a href=\"https:\/\/thriveagency.com\/\" target=\"_blank\">Thrive Internet Marketing Agency<\/a><\/span><\/div><\/div><\/blockquote>\n<h3 class=\"text-xl font-bold text-text-100 mt-1 -mb-0.5\">4. What are ethical and effective backlink strategies?<\/h3>\n<div class=\"relative group\/copy rounded-lg\">\n<div class>\n<p class=\"code-block__code !my-0 !rounded-lg !text-sm !leading-relaxed\"><span style=\"font-weight: 400;\"><\/span><\/p><blockquote class=\"small\"><div class=\"quote-content\"><span style=\"font-weight: 400;\">Quality trumps quantity every time - one authoritative backlink can be worth a thousand low-quality links. Start with legal directories like Avvo and Justia that require bar verification, as these can help increase your perceived E-E-A-T with Google. <\/span>Position yourself as the go-to legal expert for your local media. Use HARO, offer legal commentary when big cases hit your city, and build PR relationships. These links signal to Google (and AI search) that you\u2019re a trusted voice in your market.<br><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Chris Rossi\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/chris-rossi-legal-marketing-consulting-attorney-sluice-2.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Chris Rossi,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/attorneysluice.com\" target=\"_blank\">Attorney Sluice<\/a><\/span><\/div><\/div><\/blockquote><blockquote class=\"small\"><div class=\"quote-content\">Sponsorships and partnerships are the most effective route. They\u2019re unique, locally relevant, and they&nbsp;work.<br><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ben Poulton\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/ben-poulton.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ben Poulton,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/intellar.agency\/\" target=\"_blank\">Intellar<\/a><\/span><\/div><\/div><\/blockquote>\n<p class=\"code-block__code !my-0 !rounded-lg !text-sm !leading-relaxed\"><\/p><blockquote class=\"small\"><div class=\"quote-content\">We got 50+ backlinks by helping a criminal defense firm get involved in local organizations. Guest lectures at law schools brought in .edu links. Pro bono work led to local media coverage. One client even landed 12 backlinks from little league sponsorships.&nbsp;<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Jasmine Charbonier\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/Jasmine-Charbonier.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Jasmine Charbonier,<\/span> <span class=\"quote-author-job\">SEO Consultant, <a href=\"https:\/\/jasminecharbonier.com\" target=\"_blank\">jasminecharbonier.com<\/a><\/span><\/div><\/div><\/blockquote>\n<blockquote class=\"small\"><div class=\"quote-content\"> We mapped competitor backlinks by relevance and only chased the 12 links that actually mattered\u2014local news and bar associations. One firm secured just 6 of those and saw traffic grow from 300 to 1,100 visits in four months. It\u2019s not about quantity; it\u2019s about precision.&nbsp;<\/div><div class=\"quote-info clearfix\"><span class=\"quote-author\">Victor Karpenko,<\/span> <span class=\"quote-author-job\">CEO &amp; Founder, <a href=\"https:\/\/seoprofy.com\" target=\"_blank\">SeoProfy<\/a><\/span><\/div><\/blockquote>\n<h3 class=\"text-xl font-bold text-text-100 mt-1 -mb-0.5\">5. What separates top-performing law&nbsp;firms?<\/h3>\n<div class=\"relative group\/copy rounded-lg\">\n<div class>\n<p class=\"code-block__code !my-0 !rounded-lg !text-sm !leading-relaxed\"><span style=\"font-weight: 400;\"><\/span><\/p><blockquote class=\"small\"><div class=\"quote-content\"><br>Client involvement. The best SEO strategies involve the firm\u2014testimonials, real stories, and timely content updates. You can\u2019t fake&nbsp;that.<br><\/div><div class=\"quote-info clearfix\"><span class=\"quote-author\">Emily Brady,<\/span> <span class=\"quote-author-job\">Director of SEO, <a href=\"https:\/\/onefirstlegal.com\" target=\"_blank\">OneFirst Legal<\/a><\/span><\/div><\/blockquote><blockquote class=\"small\"><div class=\"quote-content\">Top-performing firms don\u2019t settle for cookie-cutter sites or generic blog posts. We act as an extension of their team, tailoring the strategy to their location, priorities, and strengths.<br><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Juan Pineda\" src=\"https:\/\/www.agiledigitalagency.com\/wp-content\/uploads\/signature-assets\/jp.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Juan Pineda,<\/span> <span class=\"quote-author-job\">Managing Director, <a href=\"https:\/\/agiledigitalagency.com\" target=\"_blank\">agiledigitalagency.com<\/a><\/span><\/div><\/div><\/blockquote><blockquote class=\"small\"><div class=\"quote-content\">Top firms create a culture around SEO. Staff are trained on review acquisition. Lawyers contribute to content. They sit through training, share performance reports, and take it seriously across the&nbsp;board.<br><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Brian Hansen\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/brian-hansen.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Brian Hansen,<\/span> <span class=\"quote-author-job\">CEO, <a href=\"https:\/\/rocketpilots.com\" target=\"_blank\">Rocket Pilots<\/a><\/span><\/div><\/div><\/blockquote>\n<h3 class=\"text-xl font-bold text-text-100 mt-1 -mb-0.5\">6. How do successful firms scale&nbsp;SEO?<\/h3>\n<div class=\"relative group\/copy rounded-lg\">\n<div class=\"sticky opacity-0 group-hover\/copy:opacity-100 top-2 py-2 h-12 w-0 float-right\">\n<div class=\"absolute right-0 h-8 px-2 items-center inline-flex\">\n<div class=\"relative\"><blockquote class=\"small\"><div class=\"quote-content\">We built reusable templates for case studies, bios, location pages, FAQs\u2026 and created automation to track legislation and competitor updates. This let one firm scale from 3 to 15 offices without losing content quality.<br><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Jasmine Charbonier\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/Jasmine-Charbonier.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Jasmine Charbonier,<\/span> <span class=\"quote-author-job\">SEO Consultant, <a href=\"https:\/\/jasminecharbonier.com\" target=\"_blank\">JasmineCharbonier.com<\/a><\/span><\/div><\/div><\/blockquote><blockquote class=\"small\"><div class=\"quote-content\">Smart firms scale through staffed satellite offices. It\u2019s a multi-location SEO strategy that expands map visibility while serving new client bases. But you have to assess each market carefully\u2014population, local SEO presence, competitors, and real estate.<br><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Brian Hansen\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/brian-hansen.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Brian Hansen,<\/span> <span class=\"quote-author-job\">CEO, <a href=\"https:\/\/rocketpilots.com\" target=\"_blank\">Rocket Pilots<\/a><\/span><\/div><\/div><\/blockquote><\/div>\n<\/div>\n<div>\n<h3 class=\"text-xl font-bold text-text-100 mt-1 -mb-0.5\">7. How do you measure SEO ROI for law&nbsp;firms?<\/h3>\n<\/div>\n<\/div>\n<blockquote class=\"small\"><div class=\"quote-content\">Start with average lead value. Track clicks to call from GBP and your site. And just ask new clients: \u2018Why did you choose us?\u2019 Those answers are&nbsp;gold.<br><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ben Poulton\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/ben-poulton.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ben Poulton,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/intellar.agency\/\" target=\"_blank\">Intellar<\/a><\/span><\/div><\/div><\/blockquote><blockquote class=\"small\"><div class=\"quote-content\">We combine GA4, GSC, call tracking, and intake feedback to tie SEO performance to actual revenue\u2014not just traffic. That\u2019s what law firms care&nbsp;about.<br><\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Juan Pineda\" src=\"https:\/\/www.agiledigitalagency.com\/wp-content\/uploads\/signature-assets\/jp.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Juan Pineda,<\/span> <span class=\"quote-author-job\">Managing Director, Agile Digital Agency <a href=\"https:\/\/agiledigitalagency.com\" target=\"_blank\">agiledigitalagency.com<\/a><\/span><\/div><\/div><\/blockquote>\n<blockquote class=\"small\"><div class=\"quote-content\"> We use source tracking, unique contact forms per practice area, call tracking, and case value monitoring. SEO leads take longer (avg. 45 days vs. 15 for PPC), but the ROI is 3x higher. You need both first-touch and assisted conversions for a full picture.&nbsp;<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Jasmine Charbonier\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/07\/Jasmine-Charbonier.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Jasmine Charbonier,<\/span> <span class=\"quote-author-job\">SEO Consultant, <a href=\"https:\/\/jasminecharbonier.com\" target=\"_blank\">JasmineCharbonier.com<\/a><\/span><\/div><\/div><\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts&nbsp;<\/h2>\n\n\n\n<p>While SEO can bring you traffic that you don\u2019t need to pay for, it\u2019s worth noting that this marketing tactic takes time and effort. The more competitive the keywords you try to rank for, the more time it can take you to rank for&nbsp;them.&nbsp;<\/p>\n\n\n\n<p>The first steps will probably be the hardest, so it may not be the best idea to bet everything on SEO just yet. But once you get the process up and running, you can use the same techniques over and over again for consistent results with compounding effects.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re looking a specific SEO tutorial for your specialization, check out these guides:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/seo\/for\/bankruptcy-lawyers\">SEO for Bankruptcy Lawyers<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/seo\/for\/family-law\">SEO for Family Law<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/seo\/for\/immigration-lawyers\">SEO for Immigration Lawyers<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-for-personal-injury-lawyers\/\">SEO for Personal Injury Lawyers<\/a><\/li>\n<\/ul>\n\n\n\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEO (Search Engine Optimization) is considered a free marketing channel because you don\u2019t pay Google for ranking or each click that goes to your site (unlike Google Ads). You can use SEO to substitute advertising or alongside it to diversify<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[412],"class_list":["post-144149","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO for Lawyers &amp; Law Firms: The Complete Guide (With Expert Tips)<\/title>\n<meta name=\"description\" content=\"A guide on increasing the chances of ranking on Google Map Pack and regular organic results\u2014tailored for lawyers, attorneys, and law firms.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/seo-for-lawyers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO for Lawyers &amp; 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