The Basics of Digital Marketing for Lawyers 

If your firm has experienced a decline in online leads, or you have no time to implement marketing strategies, you may be interested in learning more about the basics of digital marketing for lawyers. The digital marketing landscape is complicated, and you don’t have to implement everything at once. Here are some tips for getting started. Keep reading to learn about Google’s algorithm, how to use blogs, and the power of whitepapers. Contact us to learn more about seo phoenix


While there are a number of SEO techniques for lawyer websites, the content of a legal website is perhaps the most important. It must be optimized for SEO and be topically relevant, informative, and easy to share. Besides increasing website traffic, quality content also contributes to social media engagement and quality sales leads. Listed below are some examples of strategies to optimize lawyer content. We hope these tips will prove to be helpful. 

Link-building is a proven SEO strategy. It involves encouraging other websites to include links to your website. For example, if your law firm’s name is listed as the author of an article, your site can appear in a Google search. However, it is also vital to understand the process by which these links are created. Make sure the author of the content is an attorney. This way, Google will not penalize your content for being a law firm. 

Keyword density is a critical part of SEO. Most SEOs will ignore keyword density altogether, but all of them will check it. A law firm can check keyword density using software to see how many times it appears in a search. When it comes to local keywords, don’t just consider the city and state. Use keywords for the surrounding area, including local attractions, court information, statistics, and laws. The more specific and local the content, the more likely it is to rank in Google. 

Google’s algorithm 

If you’re a lawyer, you’ve probably noticed the latest changes in Google’s algorithm. You probably see changes in the search results page, but what about the content and design of the website? Are the images or videos appealing to your clients? Are the colors a pleasing combination of red and green? These are important components of the site design, but they’re only one aspect of lawyer SEO. Google’s Quality Raters‘ Guidelines, published alongside the August 2018 Medic Update, also affect lawyer SEO. 

In the past, SEOs manipulated anchor text to boost their website’s PageRank by using the phrase “Car Accident Lawyer” as the anchor text. This tactic is now frowned upon by Google, so make sure your anchor text looks natural. You can either use branded anchor text, which is the firm name or URL of the link, or use generic anchor text. Using both will give you the best rankings and increase the visibility of your website. 

Search engine optimization for lawyers is very different from pay-per-click marketing, and requires sound strategy and the effective use of resources. It’s critical that your attorney SEO strategy be effective to prevent these last two reasons. And it will give your law firm the edge over other law firms in a competitive market. The benefits of lawyer SEO are numerous. You’ll be able to attract high-quality clients with the help of Google’s algorithm. 


If you’re looking to grow your website traffic and establish your brand, blogs are an excellent choice. These are not written for the people who are looking for lawyers, but instead to capture traffic from topics, questions, and content with high search volume. By writing about these topics, your law firm will rank for high-traffic keywords. Then, you can syndicate these posts across social media platforms. By using social media scheduling tools, you can easily circulate your blog content across multiple channels. 

It’s important to define the target audience for your blog before you begin. Know who your target audience is, and what type of content they’ll find useful. If your goal is to reach prospective clients, write about topics that relate to the issues they’re facing. A blog that offers information and helpful tips will attract a larger audience. By identifying your target audience and choosing relevant topics, you’ll be well on your way to increasing your website traffic. 

A law firm should publish at least four blog posts per month. Although this may seem like a lot, it is actually better to publish more frequently than that. One rule of thumb is to write about core legal services. If you can write about these topics regularly, Google will index your website more quickly. This can boost your organic keyword rankings and lead traffic through Google searches. A successful law firm blog strategy should produce multiple high-quality, useful content and create a buzz. 


Traditional methods of attorney marketing are losing their effectiveness in today’s marketplace. More than 80% of prospective clients research an attorney online before hiring them. And 92% of personal injury attorneys use the internet to find a lawyer before they hire them. This means that an effective online marketing strategy is necessary for generating more business. Whitepapers are an excellent way to achieve this. Read our whitepaper below to learn how to use content marketing to boost your attorney website. 

The first step in an attorney SEO and online marketing campaign is to conduct a marketing audit and determine which areas of Google’s search results are most important for your firm. If there is a need for more visibility, you should consider paid advertising, which is like a “firehose” for lead generation. Paid ads put your website in front of thousands of potential clients and can yield results in much less time than organic content. 

Another strategy that is increasingly important for law firms is content creation. Content refers to written or video content that is topically relevant to a particular topic. To rank high in search results, it should be informative, easy to read, and easily shared. Many attorneys opt to produce their own content, but this approach can quickly become time-consuming. As a result, they end up hiring writers to create content drafts and publish the final product. 


Blog articles are a staple of lawyer SEO and online marketing. They can cover any legal topic and provide insights into the public. Using marketing infographics can make complex topics understandable for a general audience. When embedded into blog articles, infographics make the content exponentially more engaging. Moreover, readers are more likely to return to the blog for more information when the content is easily digested. Infographics can be branded as condensed versions of blog posts and will drive traffic to the legal blog. 

If used correctly, infographics can help you achieve your SEO goals. They can also improve client engagement and retain current clients. The content of your infographic should include a text description. Alt text, or the text describing the appearance of the image, is also important. By utilizing keywords in the alt text, you can improve your SEO ranking and attract organic traffic. Here are some tips to help you create great infographics: 

First, choose a topic you are passionate about. For example, if your firm is interested in public relations, you might want to focus on human rights. Infographics help people understand complex topics in an easy-to-understand manner. For example, an infographic designed by the Harvard Law School gives an easy-to-understand description of the differences between public and private attorneys. Another example is an infographic on the difference between immigration and asylum. 


If your practice is in need of an innovative way to promote itself online, consider producing videos. Videos allow you to share your expertise and build brand awareness. Depending on your area of practice, a video can help increase intake, brand awareness, and revenue. Before creating a video, decide what your business goals are. Then, tie your goal to a specific number. For example, you might want to increase your revenue by 30% within the first year of your video marketing strategy. 

To make your videos more appealing to your target audience, focus on the issues that are important to them. You can add fun law trivia to them. Also, include a date on which they can post them on social media. Make sure to check out the work of other lawyers in your practice area to get some great ideas. By observing how they make videos, you can also pick up some great ideas for your own content. Try to make your videos as informative as possible, but remember to provide transcripts for your viewers, if needed. This will make your website more accessible for people with disabilities. 

Besides video content, you can also use stand-up comedy and podcasts on LinkedIn to get a different perspective on current trends and updates in the legal field. This way, your firm’s videos are more likely to receive repeat visits from visitors who seek your advice. Additionally, you can use keyword searches to help you understand the needs of your audience and produce videos that address their concerns. These videos will help you increase your website’s search rankings and increase your client base. 

Guest posts 

The key to a successful guest post is relevance. Using a website relevant to your area of practice will build your authority, which is crucial for search engine optimization. Backlinks are also crucial for search engine optimization, because they pass information to the Google algorithm that helps it rank your website. In addition to enhancing your ranking, guest posts will also get you instant exposure to targeted traffic. Here are some tips to make sure your guest post gets read and shares valuable information. 

The internet is a noisy place. Many law firms spend their resources improving their search rankings, so having thought leadership on other websites is a great way to increase your visibility and personal brand. However, if your law firm’s website is not showing up at the top of the results, you may be losing potential clients. So, how can guest posting help your law firm gain more visibility? Guest posts can make all the difference. 

Before submitting a guest post, check out the guidelines of the blog you are planning to submit to. Always remember that a guest post is your chance to present your best content to a new audience. If the article isn’t relevant to your area of expertise, it will probably be a “Posts That Already Exist,” which will not be beneficial for your online marketing. If you don’t have much content on your own site, you shouldn’t branch out into guest blogging.