Google’s goal is to organize all available information and make it simple for users to find solutions to their problems. For attorneys and their companies, this means that your website must create a ton of excellent information that can respond to queries from Google users about the law, like:

Helpful how-to articles

Create easy-to-understand step-by-step tutorials that outline various legal procedures and offer helpful guidance for situations like:

  • “How to File for Bankruptcy”
  • “How to Contest a Ticket”
  • “How to Apply for a Restraining Order”

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Legal discussion boards

Create a forum or FAQ section on your website so that visitors may ask inquiries and get responses from your legal department. This will demonstrate your knowledge and promote dialogue and involvement on your website, both of which improve SEO rankings.

Weekly blog entries

Regularly post blogs that address your area of legal knowledge. By consistently posting to your blog, you position yourself as a thought leader in your industry and provide Google more content to rank in search results. These articles may cover case studies, new laws, updates, and insights into typical legal problems.


Create aesthetically appealing infographics that can break down complicated legal issues into a format that is easy to understand. Infographics can help your website become more shareable and draw more visitors from image searches.


Create videos covering a range of legal themes and post them to YouTube, Facebook, and Instagram. By creating brief videos in which you explain legal problems, you may take advantage of the rising consumption of video content which is now the trend with the largest growth potential for 2023. If you’re targeting millennials and Generation Z, shortform video material like YouTube Shorts and Instagram Reels can help you sell to them.

Keywords’ significance for legal firms SEO

The world of SEO revolves around keywords. Simply put, Google’s search algorithm favors linking terms discovered during user queries with keywords discovered on a page. For instance, when a user searches for “Michigan divorce lawyer” or “car accident lawyer,” Google quickly evaluates the user’s query and matches the terms with those discovered across billions of websites. Thousands of search results will then be presented by Google, arranged according to their relevance. By the way, Google completes all of this in 0.91 seconds. Therefore, it’s vital to include pertinent law firm-related keywords in your website’s blogs, photos, meta-descriptions, and embedded videos.

By doing this, Google will be more likely to suggest your website to users who are looking for legal terms. This is referred to as “on-page SEO” or “keyword optimization” since it concentrates on the website’s visual components, including photos, text, and content.

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