Did you know there are over 1.34 million lawyers in the United States?

If that sounds like a lot, that’s because it is. That means your law firm or paralegal website needs lots of help when it comes to beating out the competition.

But doing this online can be hard. With plenty of local and regional sites out there, it might feel impossible to win online.

Lucky for you, SEO formulas are here to save the day. With the right practice, you should be able to grow your traffic enough for your firm to grow where you need it to be.

Want to learn how? Read on for more!

1. Content Marketing

While it’s not an exact formula, content marketing is one of the best ways to get your legal business’ name out there. It also has a big part to do with the rest of the points in this article.

And while content marketing has plenty of implications for SEO, it can also be a huge part of your general marketing strategy.

When it comes to SEO, content marketing is how you keep your site updated. Google wants you to treat it like a good friend. The more often it hears from you, the closer Google will feel to you.

This means they’ll rank you higher. The less Google sees you updating your site, the lower it will rank you.

So, if you’re posting a blog on a weekly basis, you can be sure to see your SEO results growing. Google will think you’re a more reliable website, and posting regularly means that your information is fresh.

Content marketing also helps you start talking about things other businesses haven’t talked about yet. For example, if you were blogging about the implications of AI within the legal industry in 2014, chances are you saw an uptick in traffic over the past couple of years.


Relatively nobody was talking about it until recently. If you’re on the edge with your content marketing strategies, you can be sure to be on the top of search results for emerging information.

General Marketing

It’s worth mentioning how content marketing can also help with your general marketing strategies. The content you produce will help your potential customers feel connected to your firm.

It also gives you content to post on social media and share with people within your law firm. And although traffic isn’t a huge factor in your SEO results, it can help improve this as well.

2. Be on Social Media

For a long time, the consensus has been that social media doesn’t help your SEO rankings. But, believe it or not, it does in two main ways.

For one, social media improves traffic to your site. While this doesn’t always have a direct correlation to your SEO, it can improve it. Plus, if you have a lot of people on your site, it’s more likely that someone will share your content.

Social media is also something Google takes into consideration when ranking your page. Like with general content marketing, regular posts tell Google that you are active. This gives you a chance to show that you are updating the information you spread online.


Backlinks might be the quickest way to improve your SEO. They’re links from other sites that link back to your site, and it shows that you are a reliable source.

Social media does not help with backlinks as regular websites do. Instead, links from social media are no-follow links, which tells Google to ignore them.

This means you should find a different backlink strategy for your law firm. But don’t neglect social media either!

3. Write Long Content

In the internet age, a lot of content creators think that short content is the way to go. They think less is more when it comes to words.

But actually, people prefer web pages with more content than less. And Google knows this, so they rank pages with more words higher than pages with less.

This ensures that people get the best content when they search. They won’t have to go to multiple pages to get the information they could get from one.

Not all of your pages need to be incredibly long. A 4,000-word contact page wouldn’t make sense for your firm.

Instead, keep your blogs and homepages long and full of rich information. Google likes to rank content that is close to 2,000 words highly.

At the same time, you don’t want to write 2,000 words about what “guilty” means on your blog. That’s overkill, and your readers won’t appreciate it. SEO has to be balanced with what your audience wants.

4. Keywords

Keywords are one of the easiest ways to improve your SEO. Whether you know it or not, you likely already have plenty of keywords on your site.

If you have terms like “lawyer,” “DUI attorney,” or anything of the sort, you have keywords. But purposely using these keywords is how you take this SEO formula to the next step.

Also, instead of sticking to short keywords, use longer ones to get more information out there. Keywords like “DUI attorney in Los Angeles, CA” will help you get the specific people you want on your site.

Put keywords in the titles of your pages and the body. They should also be in your H2 tags and meta descriptions. Put them in as many places as it seems natural.

Keep in mind that Google may ignore your website if you use too many keywords in the same place. This is hard to do on accident, so as long as you aren’t keyword stuffing, you should be fine.

Ready to Use These SEO Formulas?

Now that you’ve read this article, you should be on your way to making your dreams a reality with SEO. Remember that SEO formulas aren’t always exact, and you should tweak them for your business in the best way possible.

Need help with your SEO game or just want to know how you’re doing? Check out our free SEO audit to learn how you can improve your site.

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