5 Common Legal SEO Mistakes and How to Avoid Them

Want to boost your law firm’s online presence? Avoid these 5 SEO pitfalls:

1. Ignoring local SEO
2. Publishing low-quality content
3. Using keywords incorrectly
4. Neglecting mobile optimization
5. Overlooking technical SEO

Why care about SEO?

• Over 70% of people seek legal help online
• 73% use search engines for legal info & legal research
• There are over ~500,000+ monthly searches for “lawyer near me”

Good SEO = more visitors, leads, and clients.

But it’s tricky. Here’s a quick comparison of what to do and what to avoid:

Fixing these issues can dramatically improve your law firm’s online visibility. Let’s dive in and learn how to avoid these SEO pitfalls.

1. Not Using Local SEO

Many law firms are missing out on a goldmine of potential clients by ignoring local SEO. Here’s why it matters and how to fix it:

Why Local SEO is a Game-Changer

Local SEO puts your law firm on the map – literally. When people in your area search for legal help, you want to be front and center. Consider this:

• Almost half of all Google searches are local
• 3 out of 4 people don’t look past the first page of results

If you’re not on that first page for local searches, you’re invisible to most potential clients.

Boosting Your Local Search Game

Here’s how to climb those local search rankings:

1. Optimize Your Google Business Profile (GBP)

This is your digital storefront. A complete profile makes people 70% more likely to check out your firm. Include:

• Firm name
• Lead attorney’s name
• Experience
• Practice areas
• Locations
• Awards

Click here to read our short guide on optimizing your Google Business Profile.

2. Keep Your Info Consistent

Your Name, Address, and Phone number (NAP) should be identical everywhere online. It’s like giving Google a firm handshake – it builds trust.

3. Reviews, Reviews, Reviews

They’re SEO gold. Ask happy clients to leave them, and always respond – good or bad.

Pro Tip: Also Google your firm and attorneys names to see what other reviewers have to say about your firm.

Local SEO Essentials

Focus on these key areas:

1. 
   

   Local Keywords: Sprinkle in terms like “Michigan DUI lawyers” or “Divorce attorneys near Dallas” throughout your site

   
   
2. 
   

   Local Landing Pages: Create pages for each area you serve. Think “Texas Immigration Law Firm” for local searches.

   
   
3. 
   

   Local Links: Get cozy with local businesses and organizations. Their links boost your local authority.

   
   
4. 
   

   Community Involvement: Join local events. It’s not just good PR – it’s good for SEO too.

   
   

2. Low-Quality Content

Bad content can tank your law firm’s SEO faster than a judge’s gavel.

Here’s why content quality matters and how to create SEO-friendly legal content that actually works.

How Content Affects Legal SEO

Content quality is a big deal for your search rankings and user engagement. Why?

• Google loves sites that show they know their stuff
• People stick around longer on pages with helpful, well-written content
• Great content gets more backlinks, which boosts your SEO

Here’s a fun fact: The top Google search result gets clicked 28.5% of the time, while the second only gets 15%. Quality content helps you grab that top spot.

What Makes Good Legal Content

Good legal content:

• Answers real questions potential clients have
• Uses plain English, not lawyer-speak
• Stays current with laws and regulations
• Shows off your firm’s know-how

What makes legal content strong:

1. Clear as day
2. Accurate to a T
3. Speaks to your target audience
4. Gives actionable advice
5. Easy on the eyes (good formatting)

Writing SEO-Friendly Legal Content

Want content that Google and potential clients love? Try these:

1. 
   

   Dig for keywords: What are people actually searching for?

   
   
2. 
   

   Go deep: Aim for 2,000+ word articles that cover all the bases.

   
   
3. 
   

   Break it up: Use headers and bullet points to make it skimmable.

   
   
4. 
   

   Link it up: Connect related content on your site.

   
   
5. 
   

   Think local: Include location terms if you serve a specific area.

   
   
6. 
   

   Keep it fresh: Update regularly to stay accurate.

   
   
7. 
   

   Humans first: Focus on value, not just keyword stuffing.

   
   

“Every piece of content is your chance to show what kind of lawyer you are.”

3. Wrong Keyword Use

Keyword mistakes can wreck your law firm’s SEO. Let’s dive into why keyword research is crucial and how to dodge common traps.

Why Keyword Research Matters

Think of keyword research as your SEO compass. Without it, you’re lost in a sea of online content.

Did you know? Over 33% of clients start their lawyer search online, and the top Google result gets clicked 28.5% of the time.

Good keyword use helps you show up when potential clients are looking for you.

Common Keyword Errors

1. Keyword stuffing
2. Targeting irrelevant terms
3. Ignoring local keywords
4. Overlooking long-tail keywords

How to Use Keywords Well

1. 
   

   Do your homework: Use tools like Moz, Ahrefs, or SEMrush to find relevant keywords.

   
   
2. 
   

   Mix it up: Target both high-volume and niche keywords.

   
   

3. 
   

   Create location-based content: Serve multiple areas? Make unique pages for each.

   
   
4. 
   

   Use keywords naturally: Put them in titles, headers, and content without forcing it.

   
   
5. 
   

   Think like your clients: What would they type to find you?

   
   
6. 
   

   Update regularly: Search trends change, so keep your keyword strategy fresh.

4. Not Optimizing for Mobile

Mobile optimization isn’t optional for law firms anymore. It’s a must. Here’s why:

Over 60% of internet traffic comes from mobile devices. That means most people are looking for lawyers on their phones or tablets.

Google’s search results favor mobile-friendly sites. If your site isn’t optimized, you’re missing out on clients.

To make your site mobile-friendly:

1. Use responsive design
2. Speed up load times (aim for under 3 seconds)
3. Simplify navigation
4. Make content easy to read
5. Add a click-to-call button

Here’s how mobile-friendly and non-mobile-friendly sites compare:

A mobile-friendly site isn’t just about looks. It’s about giving users a smooth experience that turns them into clients.

“Mobile optimization ensures that visitors accessing your law firm’s website on smartphones and tablets have a seamless experience.” – ApricotLaw

Don’t let a non-mobile-friendly site cost you clients. Optimize for mobile and watch your traffic grow.

5. Ignoring Technical SEO

Technical SEO is your law firm’s digital foundation. It’s not just about keywords – it’s about making your site work for users and search engines.

Why Technical SEO Matters

Technical SEO optimizes your site’s structure, speed, and code. For law firms, it’s crucial because it:

• Helps search engines understand your content
• Keeps potential clients on your site
• Gives you an edge over competitors

Common Technical SEO Problems

Many law firms struggle with:

1. Slow loading times

53% of mobile users bounce if a site takes over 3 seconds to load. Ouch.

2. Poor mobile optimization

Most internet traffic is mobile. If your site isn’t mobile-friendly, you’re losing clients.

3. Broken links and 404 errors

These hurt user experience and your site’s credibility.

4. Duplicate content

This confuses search engines and can tank your rankings.

5. No SSL certificate

Without HTTPS, your site looks unsecure. Clients won’t trust you.

Fixing Technical SEO Issues

Here’s how to tackle these problems:

1. Speed up your site

Compress images, minify CSS and JavaScript, and use browser caching.

2. Go mobile-friendly

Use responsive design and pass Google’s Mobile-Friendly Test.

3. Fix broken links

Use tools like Screaming Frog to find and fix broken links regularly.

4. Handle duplicate content

Use canonical tags to point search engines to the preferred page version.

5. Get SSL

Install an SSL certificate for HTTPS security.

Technical SEO isn’t a set-it-and-forget-it deal. Keep monitoring with tools like Google Search Console and do regular audits.

A Quick Recap

SEO for law firms isn’t a one-and-done deal. It’s an ongoing process that needs your attention. Let’s recap the five common legal SEO mistakes:

1. Ignoring local SEO

With “near me” searches up 150%, local SEO is crucial. Don’t miss out on nearby clients.

2. Low-quality content

Bad content hurts your rankings and scares off potential clients. Quality matters.

3. Wrong keyword use

It’s not about stuffing keywords everywhere. Use them smartly or watch your SEO efforts tank.

4. Not optimizing for mobile

Most people browse on their phones. If your site isn’t mobile-friendly, you’re losing clients.

5. Ignoring technical SEO

This is your site’s backbone. Neglect it, and you’ll undo all your other SEO work.

Avoiding these mistakes is just the start. You need to keep up with SEO trends to stay competitive. Why? Because:

• 96% of people use search engines for legal advice
• 74% of prospects who start online end up calling

Your online presence directly impacts your client base. As competition heats up online, good SEO becomes even more crucial.

FAQs

What is SEO for law firms?

SEO for law firms is about making your website show up higher in Google when people search for legal help. It’s how you get more eyes on your firm online.

Here’s what law firm SEO involves:

• Making your site pop up for local searches
• Writing stuff people actually want to read
• Using words potential clients type into Google
• Making sure your site looks good on phones
• Fixing any technical hiccups on your website

Why bother with SEO? It helps law firms:

1. Get seen more online

The higher you rank, the more people spot your firm.

2. Bring in more potential clients

More visibility usually means more website visitors and inquiries.

3. Look more legit

People tend to trust the top search results more.

4. Keep up with the big dogs

Good SEO lets smaller firms duke it out with larger ones online.

Here’s the thing: SEO isn’t a one-and-done deal. It takes time, but it’s worth it. The Legal Trends Report says 17% of people find lawyers through online searches. That’s a chunk you don’t want to miss out on.

Is your law firm ready to break through the growth plateau and attract better cases?

At Juris Digital, we specialize in website, SEO, and content strategies tailored to help firms like yours continue growing. Let us guide you to the next level with strategies grounded in proven marketing principles. Take the first step toward growth – get a free quote today and see how we can help your firm succeed.”

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Casey Meraz Casey Meraz is an entrepreneur, SEO expert, investor, creator, husband, father, friend, and CEO of Juris Digital. Casey is a frequent speaker at industry events and the author of two books on digital marketing, including "Local Marketing for Personal Injury Lawyers" and “How to Perform the Ultimate Local SEO Audit”