If you’re tired of buying every lead, SEO for lawyers helps you show up where real clients search and turn visits into signed cases. In plain English: law firm SEO is the process of improving your website and Google Business Profile to rank in organic results and the Map Pack for legal queries in your market. Done right, it compounds over time, reduces PPC dependence, and steadily increases qualified consultations.
What Is SEO for Lawyers? (And How Clients Actually Find You)
Clients don’t search for “legal content”—they search for help with a legal problem near them, on a phone, often in a hurry. SEO for law firms aligns your site and Google Business Profile (GBP) with those searches so you appear in the Map Pack and organic results, then convert clicks into consultations. Think local intent, trust, and speed, with pages that answer urgent questions and demonstrate real attorneys behind the advice.
The legal-local search landscape (organic, Map Pack, AI Overviews)
Legal visibility happens in three places that matter to intake and case volume.
- Map Pack: Dominates mobile real estate for “near me” and city-modified queries. Review volume, proximity, and GBP optimization drive rankings (Google cites relevance, distance, and prominence).
- Organic results: Practice-area pages, guides, and attorney bios rank when they match search intent and demonstrate E-E-A-T.
- AI Overviews/answer engines: Concise, sourced definitions and checklists are more likely to be cited by AI systems.
Takeaway: Win where urgency lives (Map Pack), then expand with organic coverage and AI-friendly, cited content.
Does SEO Work for Law Firms? Timelines, Benchmarks, and Expectations
The skeptical question is fair: how long will it take to move the needle? SEO works for law firms when you align to local intent, E-E-A-T, and consistent publishing, but timelines vary by practice area and city competitiveness. Most firms see early wins in the Map Pack first, followed by broader organic growth as authority builds.
Typical timelines by practice area and market competitiveness
Short answer in 50 words: Most law firms see measurable SEO movement in 3–4 months, meaningful lead lift by months 6–9, and compounding gains at 12+ months. Highly competitive niches (e.g., personal injury in major metros) can take 9–18 months; moderate markets (family, criminal, immigration) often gain traction in 4–9 months.
Contextual ranges:
- High-competition PI in big cities: 9–18 months for top-3 organic, 4–8 months for Map Pack with strong review/citation push.
- Mid-competition (criminal defense, family, employment): 4–9 months for steady Map Pack and page-one organic entries.
- Smaller cities/suburbs: 3–6 months for Map Pack movement; 4–8 months for stable organic rankings.
Example: SEO for personal injury lawyers in [City] often hinges on aggressive review growth, practice-area depth, and local links from news and community orgs.
How to estimate effort and budget for your market
Set expectations with a quick, objective gap analysis and resource plan.
1) SERP difficulty: Count authoritative competitors (news features, awards, 500+ reviews, national directories ranking). 2) Content gap: List required practice pages, location pages, FAQs, and guides versus what you have. 3) Authority gap: Compare quality backlinks and review velocity to top competitors. 4) Technical debt: Audit Core Web Vitals, mobile UX, site speed, and indexation. 5) Resourcing: Decide internal capacity (content, reviews, updates) vs. agency support.
Takeaway: Bigger gaps require a higher budget and longer runway—plan accordingly before you start.
Ranking Factors That Matter Most in Legal (E-E-A-T + YMYL)
Legal is a YMYL category—Google elevates trust, safety, and proven expertise. The pillars: rock-solid local signals (GBP + reviews + citations), authoritative content, technically sound UX, and clear evidence that real attorneys stand behind the advice and outcomes. Combine machine-readable trust (schema, entity links) with human-visible proof (bios, awards, case results).
Author and firm entity signals (bios, bar numbers, awards, media, case results)
Google and prospective clients look for proof you’re the real deal. These signals build both credibility and entity clarity.
- Build attorney bios with bar numbers, jurisdictions, publications, representative verdicts/settlements, speaking, and media mentions.
- Add schema for Person/Attorney and embed links to bar profiles and reputable press.
- Create “About the Firm” and “Press” pages featuring awards and interviews; link them internally from practice-area pages.
Takeaway: Every high-traffic page should point to real people with credentials and results.
Reviews, citations, and local prominence
Reputation drives local trust and rankings—and it’s measurable. Google’s local results are influenced by relevance, distance, and prominence; reviews and citations feed prominence.
- Reviews: Aim for consistent, ethical requests post-matter with a 4.7+ average and responses to all reviews.
- Citations: Ensure NAP consistency across Avvo, Justia, Martindale-Hubbell, FindLaw, Super Lawyers, and state/local directories.
- Local prominence: Sponsor community programs; earn mentions in local press and bar associations.
Takeaway: Momentum in reviews and citations precedes Map Pack wins.
Local SEO for Lawyers: Winning the Map Pack
When urgent legal searches happen, the Map Pack is often the first and only click. Treat GBP like your second homepage: complete, visual, and active, with accurate categories and a steady cadence of updates and reviews.
Google Business Profile setup and optimization (categories, services, photos, attributes)
Follow these steps:
1) Primary category: Choose the most specific, client-facing category.
- Personal Injury: Personal injury attorney
- Criminal: Criminal justice attorney
- Family: Family law attorney or Divorce lawyer
- Employment: Employment attorney
- Immigration: Immigration attorney
- Bankruptcy: Bankruptcy attorney
- Estate Planning: Estate planning attorney
- DUI: DUI lawyer 2) Secondary categories: Add accurate complements (e.g., Trial attorney, Lawyer). Avoid irrelevant categories to prevent filtering. 3) Business name: Use your legal name only—no keyword stuffing. 4) Services: Add practice areas with descriptions and fees if applicable. 5) Attributes: Enable “Women-led,” “Black-owned,” “Wheelchair accessible,” “Veteran-led” if applicable; add online appointments. 6) Photos/videos: Upload branded exterior, interior, team, and short intro clips. Update monthly. 7) Posts and Q&A: Post weekly updates and answer common questions; seed with real FAQs. 8) Hours: Include holiday hours and after-hours call routing if supported.
Takeaway: Category accuracy, review velocity, and active management move the Map Pack needle fastest.
Reviews strategy that complies with bar rules
Ethical guardrails matter, and compliance protects your license and reputation.
- Follow ABA Model Rule 7.1: No false or misleading claims; include “Past results do not guarantee a similar outcome” where needed.
- Request feedback about the client’s experience, not specific results; avoid incentives that could be “value-for-value” in restricted states.
- Use neutral outreach: “We value your feedback. Would you consider sharing your experience on Google?”
- Don’t draft or edit client reviews; disclose any relationships.
- Respond professionally; avoid revealing confidential information even if the client does.
Takeaway: A steady, compliant review cadence beats sporadic spikes and protects your license.
Local citations and legal directories (Avvo, Justia, Martindale-Hubbell)
Citations validate your NAP and expand visibility across trusted legal ecosystems.
- Claim and align NAP on Avvo, Justia, Martindale-Hubbell, FindLaw, Super Lawyers, Best Lawyers, and your state bar listing.
- Use the same firm name, address, and phone number everywhere; track with a citation sheet.
- Add high-quality local directories (city chamber, business orgs) and industry groups (AAJ, NACDL) as appropriate.
Takeaway: NAP consistency plus authoritative legal directories create durable local authority.
Fighting local spam and handling suspensions
Map spam confuses clients and suppresses legitimate firms; staying clean protects your rankings.
To address competitor spam:
- Suggested Edits: Report fake names/addresses directly on GBP.
- Business Redressal Complaint Form: Submit evidence (lease records, signage) for persistent spam.
- Photo proof: Street View and on-site photos support your case.
If you’re suspended:
- Gather documentation: business license, signage photos, utility bill.
- Fix issues: virtual offices, keyword-stuffed names, or mismatched addresses.
- Appeal with complete evidence and patient follow-ups.
Takeaway: Clean maps amplify your legitimate prominence—make anti-spam a monthly task.
On-Page SEO: High-Converting Practice Area Pages and Blogs
Your pages must both rank and persuade. Focus each page on a single intent, answer questions upfront, and layer trust elements that mirror intake conversations. Write for skimmers with clear headings, short paragraphs, and obvious next steps.
Practice area page template (headers, FAQs, trust elements, schema)
Use this blueprint:
- H1: Clear service + city (e.g., Personal Injury Lawyer in [City]).
- Intro: Who you help, what’s at stake, next step.
- Eligibility and process: What qualifies, timelines, what to bring.
- Trust: Results highlights, testimonials with disclaimers, bar memberships, media.
- Local proof: Office info, service areas, embedded map.
- FAQs: Address cost, timelines, next steps.
- CTA: Sticky phone button, click-to-call, short form, chat.
- Schema: LegalService, FAQ, Review, LocalBusiness; link to Attorney bios.
Takeaway: Structure pages like a client consult, not a brochure.
Internal linking and silo structure for multi-practice firms
Make it easy for users and crawlers to find depth and related answers.
1) Create hubs per practice (e.g., /personal-injury/ with spokes like /personal-injury/car-accidents/). 2) Add city/location sections or unique office pages linking to relevant practice pages. 3) Use descriptive anchors (“car accident lawyer in [City]”) sparingly and naturally. 4) Include breadcrumbs and related links between sibling topics.
Avoid doorway pages by ensuring each city/practice page has unique value: local stats, court info, case stories, and reviews from that location.
Keyword research for lawyers (by practice, intent, and city)
Build targets by intent so pages map to how people actually search.
- Commercial: “[practice] lawyer [city],” “best [practice] attorney near me,” “[practice] law firm [city].”
- Informational: “how long do I have to file [case],” “DUI penalties [state],” “what does a demand letter include.”
- Localized examples: “car accident lawyer in [City],” “immigration lawyer [Neighborhood].”
Use Google Search Console, Google Keyword Planner, autocomplete, People Also Ask, and competitor gaps. Map one primary keyword per page and support with related terms.
Technical SEO Essentials for Law Firms
Fast, mobile-friendly, and crawlable sites win. Most legal traffic is mobile; a slow site costs both rankings and leads, and technical drag often blocks otherwise strong content from performing.
Core Web Vitals and mobile-first fixes
Prioritize:
- LCP under 2.5s: Compress hero images, lazy-load below-the-fold media, use a fast host/CDN.
- INP under 200ms: Minimize heavy scripts, defer non-critical JS, optimize forms and chat widgets.
- CLS under 0.1: Set image dimensions, reserve space for embeds, avoid layout-shifting banners.
- Mobile UX: Large tap targets, clear sticky call button, simple forms with autofill.
Takeaway: Page speed is conversion speed—measure with PageSpeed Insights and Search Console.
Site structure, XML sitemaps, and indexation hygiene
Solid architecture and clean indexation make every page work harder.
- Logical architecture: Practice hubs → subtopics → related blogs; /locations/ for offices.
- Sitemaps: Auto-generate and submit in Google Search Console; include only canonical indexable URLs.
- Indexation: Noindex thin tag pages, filter params, and duplicate printer pages.
- 404s/redirects: Fix broken links; keep redirect chains short.
Takeaway: Fewer, stronger pages outperform many weak ones.
Schema Markup for Legal: Make Your Expertise Machine-Readable
Structured data clarifies who you are and what you offer, enabling rich results and stronger entity signals. Mark up services, locations, attorneys, and FAQs so search engines can trust and feature your information.
LegalService, Attorney, LocalBusiness, Review, and FAQ schema (with examples)
Implement in JSON-LD (validate with Google’s Rich Results Test):
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "LegalService",
"@id": "https://examplelaw.com/#legalservice",
"name": "Personal Injury Lawyer in [City]",
"url": "https://examplelaw.com/personal-injury/",
"areaServed": "City, State",
"serviceType": "Personal Injury Law",
"provider": {
"@id": "https://examplelaw.com/#firm"
},
"hasFAQ": {
"@id": "https://examplelaw.com/personal-injury/#faq"
}
},
{
"@type": "LocalBusiness",
"@id": "https://examplelaw.com/#firm",
"name": "Example Law Firm",
"image": "https://examplelaw.com/images/logo.png",
"url": "https://examplelaw.com/",
"telephone": "+1-555-555-0123",
"priceRange": "$$",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St Suite 200",
"addressLocality": "[City]",
"addressRegion": "[State]",
"postalCode": "00000",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 00.0000,
"longitude": -00.0000
},
"openingHoursSpecification": [
{"@type":"OpeningHoursSpecification","dayOfWeek":["Monday","Tuesday","Wednesday","Thursday","Friday"],"opens":"09:00","closes":"17:00"}
],
"sameAs": [
"https://g.co/kgs/yourgbplink",
"https://www.avvo.com/attorneys/[profile]",
"https://www.justia.com/lawyers/[profile]"
]
},
{
"@type": "Person",
"@id": "https://examplelaw.com/attorneys/jane-doe/#attorney",
"name": "Jane Doe",
"jobTitle": "Attorney",
"worksFor": { "@id": "https://examplelaw.com/#firm" },
"barNumber": "Bar #123456, State",
"knowsAbout": ["Personal Injury Law", "Trial Practice"],
"url": "https://examplelaw.com/attorneys/jane-doe/"
},
{
"@type": "FAQPage",
"@id": "https://examplelaw.com/personal-injury/#faq",
"mainEntity": [
{
"@type": "Question",
"name": "How long do I have to file a personal injury claim in [State]?",
"acceptedAnswer": {
"@type": "Answer",
"text": "In many states, the statute of limitations is 2 years from the date of injury, but it varies. Consult an attorney to confirm deadlines for your matter."
}
},
{
"@type": "Question",
"name": "How much does a personal injury lawyer cost?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Many PI lawyers work on contingency. You pay nothing upfront and a percentage of the recovery if your case settles or wins."
}
}
]
},
{
"@type": "AggregateRating",
"itemReviewed": { "@id": "https://examplelaw.com/#firm" },
"ratingValue": "4.8",
"reviewCount": "215"
}
]
}Prioritize: LocalBusiness/LegalService on service pages, Person/Attorney on bios, FAQ where relevant, and Review/AggregateRating when truthful and supported.
Takeaway: Schema makes your expertise legible to machines and eligible for rich results.
Link Earning and Digital PR (Ethically for Law Firms)
Authority grows with high-quality, relevant mentions—earned, not bought. Aim for community-first initiatives that provide genuine value and naturally attract coverage and links.
Community partnerships, scholarships, clinics, and local media
- Scholarships and clinics: Create a narrowly focused scholarship or pro bono clinic; pitch local schools and media.
- Community partnerships: Sponsor safety initiatives, expungement events, or legal education nights; request site mentions.
- Data-driven content: Publish local stats (e.g., “Top 5 accident intersections in [City]”) sourced from public data and pitch reporters.
- Bar and university talks: Post slides and recaps; ask hosts to link to your bio.
Compliance note: Avoid anything that could be construed as buying referrals; keep sponsorships transparent and educational.
Takeaway: Consistent, community-first initiatives earn links that competitors can’t easily copy.
Multi-Location and Multilingual SEO
Complex structures need clear architecture and localized proof of presence. Each office should feel real to both users and Google, and each language should be complete and culturally accurate.
Office pages, practitioner listings, SAB vs. storefront
- URL patterns: Use /locations/[city]/ for offices and link them to relevant practice pages (not the other way around).
- Office pages: Unique content—photos, parking, local courts, localized reviews, attorney bios serving that office, embedded map.
- Practitioner GBPs: Only if attorneys meet Google’s eligibility and work at the office regularly; avoid duplicates.
- SAB vs. storefront: Storefronts with signage outperform; avoid virtual offices and P.O. boxes.
Avoid doorway pages by ensuring each location page offers unique, localized value and internal links to that office’s relevant practice pages.
Serving Spanish-speaking clients (translation, hreflang, disclaimers)
- Professional translation: No auto-translation; mirror all critical content and forms.
- Hreflang: Implement language and regional tags (e.g., en-us, es-us) across equivalents.
- Disclaimers: Translate legal disclaimers and fee statements accurately; keep phone routing for bilingual intake.
Example hreflang snippet in the head:
Takeaway: True bilingual experiences earn trust and rankings from Spanish-speaking users.
AI Overviews and Answer Engines: Getting Cited
Answer engines favor content that’s concise, structured, and well-sourced. Your goal is to be the clearest explainer and the easiest page to quote or summarize without ambiguity.
Content patterns AI systems cite (concise definitions, lists, sources)
- Lead with 40–60 word definitions for key terms (“What is attorney SEO?”).
- Use numbered steps for how-tos (GBP setup, internal linking).
- Add brief source citations to authoritative sites (bar associations, courts, Google documentation).
- Provide summary checklists and FAQs with schema.
Takeaway: Be the source that AI would quote to a first-time searcher.
Measurement and ROI: Track Leads to Signed Cases
If you can’t connect SEO to signed cases, it’s just a traffic report. Instrument the full funnel and make budget decisions with cost-per-signed-case, not clicks or impressions.
GA4 + GSC + call tracking + CRM attribution model
Set up in this order:
1) GA4: Configure conversions for calls (click-to-call), form submits, and chat starts. Use Google Tag Manager. 2) Call tracking: Dynamic number insertion (e.g., CallRail) for source-level attribution; record calls with consent. 3) GSC: Verify domain, submit sitemaps, monitor coverage and performance. 4) CRM: Connect form and call leads to your legal CRM (Clio Grow, Lawmatics, MyCase). Pass UTM parameters and gclid/gbraid where possible. 5) Lead-to-case mapping: Create stages (Lead → Consultation → Signed → Resolved) and tie revenue to first/last touch. 6) Reporting: Build a Looker Studio dashboard combining GA4, GSC, call tracking, and CRM won revenue.
Takeaway: Measure cost per signed case—not cost per click.
KPIs: rankings, map pack impressions, intake-to-case rate, cost per signed case
Track a small, decisive set that aligns with real outcomes.
- Visibility: Top 3 Map Pack placements for money terms; top 10 organic for practice pages.
- Engagement: Calls, form fills, chat starts; call answer rate and speed-to-lead.
- Conversion: Consultation scheduled rate; intake-to-signed case rate by channel.
- Economics: Cost per signed case by channel; blended CAC; 90-day revenue pipeline.
Thresholds: Many firms target 10–30% intake-to-signed for consult-qualified leads and sub-$2,000 cost per signed case outside PI (PI varies widely by case value).
Budgeting: What Law Firm SEO Should Cost (and When PPC/LSA Makes Sense)
A clear budget avoids half-measures that never compound. Align spend to market competitiveness and case value, and mix channels based on timeline and ROI.
Scenario planning: SEO vs. PPC vs. LSA by market and practice area
Short answer in 50 words: Monthly law firm SEO typically ranges from $2,000–$5,000 in smaller markets, $5,000–$12,000 in competitive midsize cities, and $12,000–$25,000+ for major-metro PI. PPC CPCs can exceed $100–$500 in PI; LSAs offer pay-per-lead but vary by availability and screening. Mix channels by urgency and ROI.
Guidelines:
- Small city, non-PI: SEO-first plus LSAs; limited PPC on high-intent keywords.
- Mid city, mixed practice: Core SEO + LSAs + retargeting; selective PPC to fill gaps.
- Major metro PI: Aggressive SEO + review engine + PR + LSAs; PPC carefully modeled by cost per signed case.
Triggers to shift spend:
- If PPC cost per signed case exceeds 1/3 of average fee, move budget to SEO and LSAs.
- If Map Pack ranks but intake lags, invest in conversion (answer rate, chat, forms, routing).
Takeaway: Use PPC/LSA for immediacy, SEO for compounding returns; reassess quarterly.
DIY vs. Hiring an SEO Agency: A Decision Scorecard
You can do much in-house if you have time and a plan. Agencies accelerate results when they bring deep legal-local expertise, technical muscle, and accountable reporting that ties to signed cases.
Capabilities checklist, vendor vetting, and red flags
DIY if you can:
- Publish 2–4 high-quality pages per month and manage GBP weekly.
- Run review requests ethically and respond promptly.
- Implement basic schema and fix Core Web Vitals with your developer.
Hire if you need:
- Strategy, content ops, technical audits, digital PR, and full measurement stack.
Vet agencies with:
- Legal case studies, real KPIs (cost per signed case), and sample dashboards.
- Clear scope: content calendar, link plan, technical roadmap, review program.
- Contract flexibility and ownership of assets (content, links, GBP).
Red flags:
- Guaranteed rankings, private blog networks, fake reviews, keyword-stuffed GBP names, or no-call/no-show reporting.
Takeaway: Choose execution capacity plus accountability—not promises.
Compliance and Accessibility
Ethics and accessibility protect your license and maximize conversions. Bake compliance review into your workflows and make your site usable for everyone.
ABA/state bar guidelines for marketing content and reviews
- ABA Model Rules 7.1–7.3: No misleading claims; include disclaimers (“Past results do not guarantee similar outcomes”).
- Specialization: Don’t claim you’re a specialist unless properly certified where required.
- Testimonials: Disclose if clients were compensated; never reveal confidential details.
- Review requests: Neutral language; no pressure; follow state-specific limits on gifts/incentives.
Takeaway: Build processes with compliance review baked in—especially for reviews and case results.
WCAG/ADA and privacy considerations
- WCAG 2.2 AA: Alt text, color contrast, keyboard navigation, form labels, accessible PDFs.
- Privacy/PII: Clear privacy policy; encrypt forms (HTTPS), minimize data collection, define retention policies.
- Intake tools: Ensure chat and call recording include consent notices.
Takeaway: Accessibility is good UX—fewer barriers mean more conversions and lower legal risk.
Downloadable Resources and 90-Day Action Plan
Get moving with a focused plan and ready-to-use assets. Start small, execute consistently, and let compounding wins build momentum.
GBP checklist, practice-page template, schema snippets, KPI dashboard
Downloadables you can recreate:
- Google Business Profile 20-point checklist: Categories, services, attributes, photos, posts, and Q&A cadence.
- Practice-area page outline: Section prompts, trust elements, and FAQs.
- Schema snippets: LegalService, LocalBusiness, Person/Attorney, FAQ, Review with placeholders.
- KPI dashboard template: GA4 + GSC + CallRail + CRM; UTM naming and goals.
90-day action plan:
Weeks 1–2
- Technical audit and fixes: Core Web Vitals, sitemap, indexation.
- GBP overhaul: Categories, services, attributes, photos, posts.
- Review program: Ethical request templates and workflows.
Weeks 3–6
- Publish 4 cornerstone practice pages and 2 FAQs; implement schema.
- Build citation consistency across top legal directories and local orgs.
- Set up GA4 conversions, call tracking, and CRM pipeline mapping.
Weeks 7–10
- Add 2–4 supporting pages (e.g., car accidents, DUI penalties [State]).
- Launch one digital PR asset (scholarship, data report, clinic).
- Internal linking pass: Hubs, breadcrumbs, related links.
Weeks 11–12
- Optimize based on data: refine titles/meta, expand FAQs, compress images.
- Anti-spam sweep: report competitors’ violations; update your GBP.
- Quarterly plan: content calendar, review targets, outreach list.
Featured snippets you can win:
- Definition: “Attorney SEO” is optimizing a law firm’s website and Google Business Profile to rank for local legal searches, show in the Map Pack, and convert visits into consultations. It combines content, technical fixes, reviews, citations, and ethical authority signals (E-E-A-T) so prospects find and trust your firm faster.
- Timeline: Law firm SEO typically shows measurable progress in 3–4 months, significant lead growth by months 6–9, and compounding results at 12+ months. Highly competitive niches like personal injury in major metros may require 9–18 months for top placements, especially for organic results.
- Cost: Monthly law firm SEO budgets usually range from $2,000–$5,000 in smaller markets, $5,000–$12,000 in midsize competitive cities, and $12,000–$25,000+ in major-metro personal injury. Pair SEO with LSAs for immediate leads, and use PPC selectively based on cost per signed case.
Notes on rebrands/domain migrations:
- Pre-migration checklist: Crawl and inventory URLs, map 301 redirects one-to-one, update GBP name/URL, update top citations first, and coordinate DNS/SSL.
- Launch day: Ship redirects, update sitemaps/Search Console, monitor 404s, fetch/submit critical pages.
- Post-launch: Reclaim links, update bar and directory profiles, and communicate the change across profiles and local press.
Connecting bilingual content and compliance:
- Implement hreflang correctly, retain identical CTAs and disclaimers, and route Spanish calls to bilingual staff. Keep schema language-aligned for each version.
Playbook for reporting spam and reinstatements:
- Document violations with photos, state records, and Street View; submit via Business Redressal with evidence. For your suspension, correct issues first, then appeal with clear documentation.
Intake optimizations that lift conversion:
- Fast phone routing to an intake team, prominent click-to-call on mobile, short forms (name, phone, practice area), and live chat staffed by trained, compliant agents. Measure answer rate and speed-to-lead.
How to build E-E-A-T on bio pages:
- Add bar number and jurisdictions, publications, speaking, verdicts/settlements (with disclaimers), media features, and associations. Mark up with Person/Attorney schema and link to authoritative profiles (bar, courts, respected media).
Sources to consult for accuracy and updates:
- Google Search Essentials
- Google Business Profile guidelines
- ABA Model Rules of Professional Conduct 7.1–7.3
- W3C WCAG 2.2
Your next step: pick one office and one practice area, execute the 90-day plan, and measure cost per signed case. The compounding effect of consistent, compliant execution is where law firm SEO wins.
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