Legal SEO for Law Firms

Without proper search engine optimization (SEO), it doesn’t matter how professional your legal site looks or how fast it runs, you won’t see lead generation because it won’t be ranking on the first page of Google. With all the different markets out there, you want to make sure that your SEO is on the right track.

A robust SEO marketing strategy is crucial if you want your legal website to successfully funnel new clients to your firm.

To give you a taste of what Fannit can do for you, the rest of this page explains:

  1. The 4 key areas where we optimize your website
  2. What we’ll accomplish in the first 30 days of partnering with your legal firm.

Whether you want an entire site overhaul or simply need some fine tuning, our team at Fannit has the experience and capabilities to solve all your legal website’s SEO problems. We have spent over 10 years developing our SEO processes. We have a proven track record of drastically improving rankings for legal firms and heavily increasing client lead generation.

SEO For The Legal Industry

1. The 4 Key Areas Your Site Needs To Be SEO Optimized For

There are four major categories that your legal site needs to be SEO optimized for. At Fannit, we like to call these categories TRAP.

The TRAP acronym translates to:

  • Technical
  • Relevancy
  • Authority
  • Popularity

Here’s what each of these areas stand for and how Fannit helps your legal firm use TRAP to get onto the front page of Google.


Technical is the foundation of our SEO efforts on your site and is where we make sure Google is able to crawl and index your website. If Google can’t index it, no one will find it!

Here are three examples of what our technical team repairs during this stage of the process:

  • HTTP/HTTPS conflicts
  • Broken links
  • Slow loading speed


Relevancy is all about making sure your site does what you say it does. Readers don’t like to be tricked, so if the content on your site doesn’t match your links and keywords, then you could be damaging your bounce rate (the number of people that exit your site after only viewing one page).

During the relevancy stage, our team will do keyword research and help you by:

  1. Determining searcher intent
  2. Bolstering thin content
  3. Removing duplicate content


The main way Google determines a website’s authority is by evaluating the quality of its backlinks. If your legal site has backlinks from spammy or low quality websites, then Google may think that your site is spammy too.

Our team of backlink experts will ensure that:

  • All your backlinks are coming from valuable sources
  • You are constantly building more quality backlinks
  • Image hotlinking isn’t hurting your speed


Popularity brings the previous three phases together by ensuring your legal website is SEO optimized for your human audience.

Fannit will help improve your popularity signals by:

  • Making sure your content can be easily scanned by readers
  • Optimizing your post and page descriptions
  • Publishing online press releases

2. How Fannit Takes Your Legal Website From Good To Great In 30 Days

Our time-proven process for getting your site’s legal SEO started is called IRON — what can I say, we love a good acronym.

IRON stands for:

  • Interview
  • Research
  • Organize
  • Nail It!

Here’s what each of these areas stands for and how Fannit helps your legal firm use IRON to get you more clients.


The goal of the interview phase is to catch us up on your company so that we understand your firm as well as you do.

During this process, we’ll conduct a series of interviews with you and your team to make sure we understand what you do, inside and out.

We need to be able to replicate your voice when we are designing your marketing strategy and web content, so having ongoing communication during the first 30 days is crucial.


Research takes place at the same time as the interview phase. This involves our team doing extensive research on your industry, your target audience, competitors, and the keywords you need.

We also do a vigorous SEO audit of your website to see what issues you are currently facing and how we can turn these around.


The organizing phase is all about strategy.

Once we’ve gathered the necessary data from the interview and research phases, we will sit down with you for a research review meeting. The purpose of this meeting is to determine where your company is currently. And to start forecasting where you want it to be in one month, one quarter, and one year from now.

Our marketing strategist will then begin work on a comprehensive marketing plan to be presented to you at the end of the first 30 days.

Nail It!

Once we’ve developed a strategy, it’s time for our production team to jump into action.

They will start laying the groundwork for TRAP and will also begin implementing new technology on your legal site. Including improved lead intake systems, tracking technology installation, and analytics configuration to name a few.

See These Systems In Action

Don’t take our word for it. Here are two case studies presenting the results of Fannit’s dedicated SEO marketing strategies:

Attorney SEO Case Study: 300% Increase In Online Leads
Personal Injury SEO Case Study: 2471% ROI

A Dependable Legal SEO Service

To learn more about our legal SEO marketing services and to hear how Fannit is able to help you reach your target audience better. Get in touch with us today!

“Fannit is able to provide visibility to our marketing performance and that has helped us realize higher ROI on our overall spend.”
Matthew Russell
Managing Partner at Russell & Hill, PLLC
“After working with Fannit for the past couple of years, I would absolutely say that they are a great marketing & SEO company - I highly recommend them!”
Matthew Leyba
“Fannit has helped us dramatically improve our local rankings, has grown our brand in 13 markets, and is integral to our digital marketing success.”
James Hill
Managing Partner at Russell & Hill, PLLC