Law Firm SEO Guide 2026: Choose the Right Partner

You want qualified cases and local dominance—not vanity metrics or vague promises.

This guide shows exactly how to select an SEO company for lawyers in 2026. You’ll get clear criteria, pricing ranges, timelines, RFP questions, contract clauses, and benchmarks you can use to forecast ROI.

TL;DR: Shortlist and Side‑by‑Side Comparison Criteria

If you’re choosing a law firm SEO company, start with fit, proof, and protections.

Fit means the vendor consistently wins in your practice area and market tier. Proof means verifiable outcomes tied to signed cases. Protections mean clear ownership, reporting access, and exclusivity that prevents conflicts in your geography.

Anchor your evaluation to intake and compliance, not just rankings.

Use these criteria to compare vendors quickly:

Practice-area depth: PI vs criminal vs family vs immigration experience, with live examples.
Market scope: Single‑location vs multi‑office, Tier‑1 metros vs secondary cities.
Services covered: Local SEO, content, links/digital PR, technical SEO, and LSA/PPC coordination.
Proof: Case studies with before/after KPIs (GBP calls, organic leads, signed cases).
Compliance: ABA/state bar‑aware content and reviews policy; no black‑hat link schemes.
Contract terms: Your ownership of domain/content/GBP/data; termination and portability spelled out.
Exclusivity: Written conflict policy by practice area and geography.

Align your shortlist to need and budget:

High‑competition PI, multi‑location dominance.
Local domination for criminal defense or family law.
Content‑led growth and thought leadership.
Technical/enterprise builds for multi‑office firms.

Who this guide is for (firm size, practice areas, markets)

This guide is for managing partners and in‑house marketers at small‑to‑mid size firms who need predictable intake from search.

If you’re PI in a Tier‑1 metro, your path looks different than a family law firm in a secondary city. Pricing, timelines, and tactics will differ. We’ll call those differences out so you can set realistic expectations and defend the budget.

Firms with multiple offices, multiple practice areas, or bilingual audiences will benefit from the sections on site architecture and Google Business Profiles (GBPs).

If you’re comparing in‑house vs agency, the cost and capability breakdown gives you a grounded way to choose. If compliance is top of mind, note the ABA Model Rules 7.1–7.3 implications on testimonials, specialization claims, and disclaimers.

The goal is a vetted shortlist, a dollar range you can justify in budget talks, and a contract checklist that protects your assets.

Keep your intake math handy—we’ll translate rankings and traffic into signed cases.

What Is SEO for Lawyers? (And How Legal SEO Differs)

SEO for lawyers combines local optimization, content, links, and technical improvements to raise your visibility on Google where prospective clients search.

Legal SEO differs because your site falls under Google’s YMYL (Your Money Your Life) policies and bar advertising rules. Both demand higher trust and accuracy. That’s why E‑E‑A‑T (experience, expertise, authoritativeness, trustworthiness) signals and compliant language matter.

A solid legal SEO program includes GBP optimization for the local pack, city/practice landing pages for organic results, and structured data to help search engines understand your attorneys and services.

It also relies on safe link acquisition—digital PR, legitimate directories, and citations—rather than risky networks. The takeaway: choose a partner that blends search expertise with legal‑specific governance so gains stick.

Expect your vendor to explain how they align with Google Search Essentials and your state’s advertising rules.

They should have a review policy that avoids incentives prohibited by bar guidelines. Content should avoid misleading “guarantee” claims. This compliance layer is a practical differentiator in legal SEO and should be visible in their deliverables.

Legal E‑E‑A‑T essentials (author bios, citations, review workflow, schema)

E‑E‑A‑T for law firms starts with clear author and reviewer credibility.

Practice pages should show attorney bylines or reviewer credits, with bios that include bar admissions, years of practice, and relevant certifications. This ties content to real‑world experience, which both Google and prospective clients value.

Back up claims with citations to statutes, court resources, and reputable institutions, especially for pages giving legal information. Add date stamps and update logs for time‑sensitive topics.

Implement schema for Organization, Attorney/Person, LegalService, and FAQ to strengthen machine understanding and eligibility for rich results.

Create a compliant review workflow that seeks feedback after matter closure, obtains client consent for testimonials, and avoids prohibited incentives. Publish review responses professionally and avoid discussing case specifics.

The takeaway: make trust signals explicit and verifiable on every key page.

Local pack vs organic: how clients actually find attorneys

For time‑sensitive queries like “DUI lawyer near me,” the local pack and your GBP drive a large share of calls.

Organic results often capture research queries like “average car accident settlement” that nurture prospects into consultations. Both channels work together—local optimization captures urgent intent, while organic content builds authority and volume over time.

Your GBP must be complete, active, and consistent with your website’s NAP (name, address, phone).

Reviews, categories, services, photos, and posts influence visibility and clicks. On‑site, practice‑area and city pages should be interlinked and tailored to each office’s realities. Plan for both channels to maximize intake and reduce volatility from SERP changes.

Does SEO Work for Law Firms? Timelines, Benchmarks, and ROI

SEO works for law firms when it targets the right intent and has enough budget and time to compete in your market.

Results vary by practice area and city tier. Meaningful lift in qualified organic leads often begins between months 4–6 in moderate markets. Top‑3 rankings for core terms take longer.

Expect quicker wins on GBP visibility and long‑tail pages, with head terms following after authority builds.

Use verifiable KPIs to judge progress—GBP calls, form submissions, live chat leads, and signed cases tied back to organic and local sources.

Rankings are directional; intake is decisive. The key is steady execution on content, links, and technical fixes, plus disciplined intake tracking that closes the loop.

Typical time-to-results by practice area and city tier

Competition level and starting authority shape timelines.

A new PI site in a Tier‑1 metro typically needs more content, stronger links, and more time than an established criminal defense firm in a secondary city. Your domain age, backlink profile, review velocity, and site quality also shift the curve and can compress or extend ramp‑up.

Benchmarks to set expectations:

PI, Tier‑1 metro: 9–18 months to compete for Top‑3 head terms; 3–6 months for long‑tail and GBP lift if reviews and citations are strong.
PI, secondary city: 6–12 months for Top‑3 on core terms; 2–4 months for measurable GBP and long‑tail gains.
Criminal or Family, Tier‑1 metro: 6–12 months for Top‑3 on primary terms; faster movement on GBP with a robust review plan.
Immigration (mixed national/local intent): 6–12 months for informational clusters; local service terms depend on city competition.

If you’re migrating domains or fixing technical debt, add 1–3 months for stabilization. If you already have authority and reviews, timelines compress meaningfully.

ROI model: from organic lead to signed case

Tie SEO to economics with simple intake math.

Start with organic sessions, apply a lead conversion rate, then intake conversion to consultations, then signed case rate, and multiply by average fee. This reveals break‑even and payback timelines and highlights the levers that matter most.

Example model:

3,000 monthly organic visits x 3% lead rate = 90 leads.
60% qualified by intake = 54 consults.
35% signed rate = 19 new cases.
At $3,500 average fee (criminal/family), that’s ~$66,500/month in revenue; at contingency PI with expected value, calculate by historical settlement averages and close rates.

Run a sensitivity range with conservative and aggressive assumptions.

The takeaway: once you can attribute signed cases reliably, you can decide whether to scale spend or fix intake bottlenecks.

How Much Does Law Firm SEO Cost in 2026?

You need a budget that matches your practice, market, scope, and speed expectations.

Smaller markets and lower‑competition practices can see traction at lower retainers. PI in Tier‑1 metros requires aggressive investment.

Expect line items for content production, digital PR/links, technical work, GBP management, and reporting.

As a planning anchor, many firms see sustainable results when they fund both content and distribution. Starving links or deferring technical fixes slows outcomes.

Ask for a scope‑based proposal that maps activities to KPIs and timelines so you know what you’re buying.

Retainer ranges and what affects price (competition, scope, content, links)

Typical monthly ranges in 2026:

Lower‑competition/local single‑office: $2,500–$5,000.
Mid‑market or multi‑practice local: $5,000–$10,000.
Tier‑1 metro PI or multi‑office enterprise: $12,000–$30,000+.
One‑time audits/migrations: $5,000–$25,000 depending on complexity.

Pricing drivers to probe:

Competition level and market tier; age/authority of your domain.
Content volume and depth (pages/month; expert review requirements).
Digital PR/link acquisition targets and quality standards.
Multi‑location needs, GBP management, and citation cleanup/expansion.
Technical debt (site speed, rendering, architecture) and required fixes.
LSA/PPC coordination, intake consulting, and reporting/attribution depth.

In‑house vs Agency vs Hybrid: Cost and Capability Comparison

An in‑house team offers focus and institutional knowledge, but you’ll still need specialized skills and tools.

Expect fully loaded costs for a senior SEO lead plus writers, developers, and PR support, or you’ll face execution gaps. Agencies bring cross‑discipline capacity and velocity, but require governance and clear scopes to stay aligned.

Consider these patterns:

In‑house: SEO lead $90k–$140k base plus 25–35% benefits; add content budget, PR, dev time, and tools ($1k–$2k/month). Best when you can staff at least two core roles and add contractors.
Agency: $5k–$30k+/month depending on market and scope. Best for accelerating content, links, and technical work with defined KPIs; ensure transparency and ownership.
Hybrid: Internal strategist + specialized agency for content/PR/technical. Best for multi‑office firms needing control plus scale. Structure weekly working sessions and shared dashboards.

Match the model to your intake goals, complexity, and timeline pressure.

If time‑to‑market matters, a capable agency or hybrid often ramps faster and avoids hiring delays.

How to Evaluate an SEO Company for Lawyers (RFP and Scorecard)

A strong evaluation process reduces risk and speeds results.

Your RFP should demand legal‑specific proof, define ownership, and pin down exclusivity. Score vendors on weighted criteria—practice‑area fit, case‑study proof, technical plan, reporting/attribution, and contract protections—so decisions are consistent and defensible.

Ask for anonymized dashboards or redacted reports showing GBP calls, organic leads, and signed cases.

Require that all tracking and analytics be set up in your accounts with your admin rights. The goal is verifiable outcomes you can monitor from day one, not screenshots.

12‑Point RFP checklist for legal SEO

Practice‑area wins and market tiers served, with live URLs.
Measurable outcomes tied to intake (GBP calls, forms, signed cases).
Content plan with attorney review workflow and E‑E‑A‑T standards.
Link acquisition approach (no PBNs; digital PR, legal directories, citations).
Technical audit scope, prioritization, and timelines.
GBP strategy (categories, services, reviews, posts, citations).
Multi‑location architecture plan (hubs, location pages, internal links).
Reporting stack and access (GA4, GSC, call tracking, CRM).
Ownership and portability (domain, content, GBP, data, numbers).
Exclusivity/conflict policy by practice area and geography.
Compliance guardrails (ABA/state bars; review/testimonial policies).
Team structure, meeting cadence, and SLAs.

Questions to ask (and red flags) before you sign

Ask pointed questions that reveal how the work gets done and measured.

Insist on clarity about link sources, content creation, and who has keys to your data. Vendors should be comfortable walking through examples and committing to ownership in writing.

Questions and red flags to watch:

Which specific links will you pursue in month 1–3? Red flag: “We use our network/PBN.”
Who writes and who legally reviews content? Red flag: “AI‑generated content with minimal oversight.”
How do you attribute signed cases to SEO vs LSA/PPC? Red flag: “We don’t have intake attribution.”
What’s your exclusivity policy for PI in my city? Red flag: “We work with anyone.”
How will you handle my domain/GBP if we terminate? Red flag: “We own the website or tracking numbers.”

Contract terms and ownership: domain, content, GBP, analytics, call tracking

Own everything that touches your brand and data.

Your domain registrar account, hosting, GA4, GSC, GBP, and call‑tracking numbers should be created under your firm with admin access. Content and media created under the agreement should be work‑for‑hire or licensed irrevocably to you.

Key clauses to include:

Domain and hosting registered to the firm; vendor gets limited access.
Content, images, and design are your property upon payment.
GBP primary ownership under your Google account; vendor as manager.
GA4/GSC created under your org; you hold admin rights; vendor is editor.
Call‑tracking numbers are portable to you on termination with data export.
Termination for convenience with 30‑day notice; handoff assistance and asset export.

Exclusivity and conflicts of interest by practice area and geography

Conflicts erode outcomes and trust. For PI, demand strong exclusivity—at minimum one client per practice area per city or defined radius, with clear core term protection (e.g., “car accident lawyer + city”).

For criminal and family, narrower exclusivity by primary practice and neighborhood or city area can suffice if terms are explicit.

Set expectations in writing:

Define markets by city and zip clusters; include suburbs you actively target.
Protect core money terms and Google Business Profile categories.
Declare conflict‑check process before pursuing new clients in adjacent markets.
Outline remedies if conflicts arise (pause, refund of affected services, or exit).
Review exclusivity annually and adjust as offices or priorities change.

Best SEO Companies for Lawyers in 2026 (Use These Categories to Shortlist)

Instead of one “best,” identify the best‑fit category for your goals.

A PI firm seeking multi‑market dominance needs heavy digital PR and enterprise architecture support. A local family law firm may prioritize review velocity and GBP wins.

Match category strengths to your intake plan for a faster path to results.

When you interview vendors, ask for case studies and live examples aligned to your category.

Verify with third‑party tools (GSC access, anonymized dashboards) and ensure the team you meet is the team who will work on your account. Keep your shortlist to two or three vendors per category to keep diligence tight and comparable.

Best for Personal Injury (high-competition, multi-location)

Choose a partner with a track record in Tier‑1 metros and multi‑office PI.

They should show city/practice hub architectures, robust internal linking, and sustained digital PR that earns high‑authority links without risk. Expect integrated LSA/PPC coordination to cover bottom‑funnel demand while SEO compounds.

Ask for examples of GBP management at scale, review programs that respect bar rules, and link placements on reputable publications.

Ensure they can support bilingual content if you serve Spanish‑speaking markets. Prioritize vendors who can handle migrations, speed optimization, and complex tracking cleanly.

Best for Criminal Defense or Family Law (local dominance)

Look for mastery of local intent and rapid content iteration.

These practices benefit from strong GBP profiles, review acquisition, and neighborhood‑level landing pages with unique proof points. Speed to lead matters—vendors should improve conversion UX alongside rankings.

Ask for examples of “near me” coverage and city‑specific pages that avoid duplication.

Verify intake attribution from phone calls and chats to signed clients. A partner with courtroom experience content and plain‑language guides often wins more organic consults.

Best for Content-Led Growth and Thought Leadership

Pick a content‑first agency that builds topical clusters with attorney bylines and reviewer credits.

They should manage editorial calendars, legal citations, and schema that supports rich results. Expect them to use interviews and SME reviews to translate complex issues into client‑friendly pages.

Ask for measurable lifts from content hubs, including assisted conversions and newsletter growth.

Strong vendors will incorporate digital PR that earns links from legal and local press tied to your thought leadership. Ensure they can help with bar‑compliant disclaimers and update cycles.

Best for Technical/Enterprise and Multi‑office Architecture

Seek teams proven in enterprise builds—component libraries, hub‑and‑spoke structures, and scalable internal linking.

They should solve crawl and indexation issues, page speed, Core Web Vitals, and programmatic schema at scale. Multi‑language or multi‑region firms need hreflang and content governance.

Ask to see sitemaps, faceted navigation controls, and safeguards against location/practice cannibalization.

Expect robust QA and rollback plans for migrations. The best partners will pair tech with content and PR, not treat it in isolation.

Practice‑Area Nuances: What Changes for PI vs Criminal vs Family vs Immigration

Each practice has different urgency profiles, keyword patterns, and trust signals that matter most.

PI is often contingency‑based and highly competitive. Criminal defense is urgent and local. Family law mixes urgency with research. Immigration spans local services and national informational queries.

Your strategy and KPIs should reflect these realities to avoid misaligned spend.

Intake and conversion paths differ as well.

PI prospects may research settlements and case types, while criminal prospects call directly from mobile after an arrest. Tailor content and CTAs to these paths, and align intake staffing to peak hours so you convert demand you already earned.

Keyword strategy and intent by practice area

Intent and examples to guide planning:

Personal Injury: “car accident lawyer [city],” “contingency fee,” “average settlement for whiplash,” “truck accident attorney near me.”
Criminal Defense: “DUI lawyer near me,” “first offense DUI penalties [state],” “domestic violence attorney [city].”
Family Law: “child custody lawyer [city],” “how long does divorce take [state],” “alimony calculator [state].”
Immigration: “I‑130 processing time [year],” “marriage green card lawyer [city],” “N‑400 requirements,” bilingual variants.

Balance head terms with long‑tail and question‑based content.

Use city and neighborhood modifiers where local intent is strongest, and keep informational content current on law changes.

Content and intake alignment (pages that convert to consultations)

Build conversion‑ready pages for each core service and location, with clear CTAs, phone/chat options, and proof elements like case results, reviews, and attorney bios.

Add FAQs, fees/retainers (if applicable), and process timelines so prospects understand next steps. Ensure mobile speed and accessibility are strong across all priority pages.

Map content to intake: urgent pages emphasize direct call CTAs and 24/7 availability. Research pages use simple forms and soft CTAs like consult scheduling.

Add compliant disclaimers (“No guarantee of results”) and client‑consented testimonials. The result is content that ranks, converts, and aligns with bar rules.

Technical and Local Essentials for Legal SEO

Technical and local fundamentals compound everything else you do.

A fast, crawlable site with clear architecture amplifies content and links. A complete GBP with steady review velocity lifts local visibility and call volume.

Treat both as non‑negotiable foundations that reduce risk and speed results.

Audit at kickoff, prioritize fixes by impact, and re‑audit quarterly.

Create a single source of truth for NAP data and citations. The firms that win consistently nail these basics while building authority with content and digital PR.

Google Business Profile: categories, services, reviews, and local citations

Complete and maintain your GBP meticulously.

Choose “Law firm” and the specific practice category (e.g., “Personal injury attorney,” “Criminal justice attorney”) and add relevant secondary categories. Fill services with keyword‑clear descriptions and keep hours, photos, and posts current to drive engagement.

Operationalize reviews with a compliant request flow post‑matter and respond professionally to each review.

Ensure NAP consistency across top citations and legal directories; fix duplicates and suppress wrong data. Use UTM parameters on your GBP website and appointment links so you can attribute calls and form fills accurately.

Site structure for multi‑location firms (location/practice hubs)

Use a hub‑and‑spoke architecture: practice hubs (e.g., /personal‑injury/) link to sub‑services (e.g., /car‑accidents/), and location hubs (e.g., /locations/) link to city pages.

For each office, create unique location pages that reference local landmarks, courts, and testimonials. Avoid boilerplate duplication across cities to prevent cannibalization.

Connect practice and location pages with cross‑links like “Car Accident Lawyer in [City]” to capture combined intent.

Use breadcrumbs, consistent URL patterns, and XML sitemaps to guide crawlers. This structure scales cleanly and supports both local pack and organic growth.

Compliance: ABA/state bar marketing rules and review policies

Anchor marketing to ABA Model Rules 7.1–7.3 and your state’s advertising rules.

Avoid misleading claims, improper specialization language unless certified, and guarantees of results. Maintain disclaimers where required and document approvals for testimonials and case results.

Set a written review policy that avoids prohibited incentives, secures client consent, and protects confidentiality.

Train staff on intake, messaging, and response etiquette. When in doubt, have a licensed attorney review sensitive content before publication.

AI Overviews, LSAs, and Evolving SERPs: What to Do in 2026

SERPs have shifted: AI Overviews can absorb informational clicks, and Local Services Ads (LSAs) now capture more bottom‑funnel intent.

Your strategy should hedge by earning AI citations, building brand searches, and pairing SEO with LSA coverage where ROI is proven.

Prioritize content that answers discrete questions clearly, with source citations and first‑hand experience.

Strengthen your GBP and review footprint to win local packs when AI compresses organic real estate. Firms that adapt content structure and diversify acquisition will outperform across cycles.

How AI Overviews affect visibility for legal queries

AI Overviews summarize answers and cite a handful of sources, which can reduce traditional CTR for informational queries.

Legal sites that present concise, well‑structured, cited content have a better chance of being referenced. Experience‑rich pages—attorney‑authored guides, case studies, and jurisdiction‑specific explanations—tend to fare better.

Expect more “zero‑click” experiences on broad questions, with clicks shifting to complex, jurisdiction‑specific, or highly local queries.

Counter by creating content that’s both reference‑worthy and conversion‑ready when users do click.

Content and schema adjustments to remain visible

Structure pages with clear questions, short answers, and deeper detail below.

Add FAQ sections marked up with FAQPage schema, and use LegalService, Person, and Organization schema to clarify entities. Keep bylines, reviewer credits, and last‑updated dates prominent on every substantive page.

Use jurisdictional specificity, original examples, and checklists to improve inclusion in AI summaries.

Pair this with LSA coverage for high‑intent terms where organic real estate is constrained. Continue building legitimate digital PR so your site earns citations from trusted sources.

Reporting, KPIs, and Attribution for Law Firm SEO

Make reporting about signed cases, not just rankings.

Your dashboard should show organic and GBP leads, consult rates, signed case rates, and revenue or expected value. Layer in channel costs to assess cost per signed case and marketing efficiency ratio, then use that to allocate budget.

Insist that all data lives in your accounts with your admin access.

Align monthly reviews to decisions—what to scale, what to fix, and what to stop. This governance turns SEO from a black box into an accountable growth channel.

From rankings to signed cases: KPIs that actually matter

Track a short list of business‑first KPIs:

Qualified organic and GBP leads (calls, forms, chats).
Consultation set rate and attended rate.
Signed case rate and revenue/expected value per case.
Cost per signed case and time to payback.
Secondary: visibility of head terms, local pack share, and link/review velocity.

Use these to forecast pipeline and spot bottlenecks.

For example, if leads are up but signed rates lag, focus on intake training and attorney availability rather than more traffic.

Tooling and access: GA4, GSC, call tracking, CRM integration

Set GA4 and GSC under your firm with admin rights and share editor access with the vendor.

Implement call tracking with dynamic number insertion and ensure numbers are portable to you on termination. Connect your CRM or case management system so leads are tagged by source and outcome for true ROI tracking.

Use UTM parameters for GBP links, LSA/PPC, and email to improve attribution.

Build a simple intake disposition flow in your CRM—qualified, consult set, consult attended, signed—to enable reliable reporting. Confirm that dashboards update automatically and reconcile with your finance view.

FAQs: Straight Answers to Common Legal SEO Questions

How much does law firm SEO cost per month in competitive PI markets vs smaller cities?

Competitive PI in Tier‑1 metros typically requires $12,000–$30,000+ per month; smaller cities and lower‑competition practices can gain traction at $2,500–$10,000. Scope, content volume, and digital PR targets drive the range.

What is a realistic timeline to reach Top 3 for “car accident lawyer + city” for a new vs established firm?

A new PI domain in a Tier‑1 metro often needs 9–18 months; an established domain with authority and reviews may reach Top‑3 in 6–12 months. Secondary cities can compress each range by several months.

What exclusivity should a legal SEO company offer to avoid conflicts?

For PI, demand one client per practice area per city or defined radius with core term protection. For criminal/family, narrower city‑level exclusivity per primary practice can work. Put conflict checks and remedies in the contract.

Who owns the domain, content, Google Business Profile, analytics, and call‑tracking data if we cancel?

You should—ensure the contract states the domain, content, GBP, GA4/GSC, and tracking numbers (and all data) are owned or fully portable to your firm, with vendor support for transfer on termination.

How can a law firm evaluate E‑E‑A‑T for its practice pages and attorney bios?

Check for attorney bylines/reviewer credits, bar admissions, and experience details; cite statutes and reputable sources; add last‑updated dates; and implement Person, Organization, and LegalService schema. Compare pages to Google’s quality rater guidelines for YMYL topics.

Which link acquisition methods are safe under Google’s spam policies and bar rules?

Digital PR, legitimate legal directories, local chambers/associations, sponsorships with editorial links, and high‑quality guest contributions with clear disclosures are safe. Avoid PBNs, paid link schemes, and manipulative anchors.

What KPIs predict signed cases better than rankings or traffic?

Qualified organic/GBP leads, consultation set and attended rates, signed case rate, and cost per signed case are the most predictive. Rankings are supporting indicators, not goals.

How do AI Overviews and LSAs change the ROI equation for legal SEO in 2026?

AI Overviews can reduce informational CTR, while LSAs capture more bottom‑funnel clicks. Hedge by earning AI citations, strengthening GBP and reviews, and using LSAs where they produce favorable cost per signed case.

How should multi‑location law firms structure sites and GBPs to avoid cannibalization?

Use practice and location hubs with unique content per city, cross‑link practice‑in‑city pages, and keep one GBP per eligible office with accurate categories. Avoid duplicative boilerplate and ensure each page targets distinct intent.

What contract clauses protect a law firm (termination, portability, exclusivity, SLAs)?

Include ownership/portability of all assets and data, 30‑day termination for convenience, exclusivity by practice/geography, SLAs for response and delivery, and handoff assistance with data export.

In‑house vs agency vs hybrid: which model fits each firm size and practice type?

Smaller firms with simpler needs often win with a focused agency; larger or multi‑office firms benefit from a hybrid (internal strategist + specialized agency). Fully in‑house can work if you can staff multiple roles and maintain velocity.

Next Steps: Download the RFP Checklist and Build Your Shortlist

Define your category fit (PI multi‑market, local dominance, content‑led, or enterprise/technical).
Set a budget range and timeline based on your market tier and benchmarks above.
Send the 12‑point RFP to 3 vendors and request dashboards with intake attribution.
Score responses against fit, proof, protections, and exclusivity, then run reference checks.

Choose the SEO company for lawyers that proves outcomes you can verify, protects your assets, and commits to a conflict‑free partnership in your market. That’s how you turn rankings into signed cases in 2026.