SEO for lawyers

Personal Injury Lawyer SEO

What is personal injury lawyer SEO? SEO, or Search Engine Optimization, is a way to improve your website so that it ranks higher in organic searches. The higher your website ranks on a search, the more likely you are to reach new clients. The goal of SEO in general is to rank your site on the first page of the search for specific keywords. In fact, most people (99%) only click on results on the first page. 

SEO for personal injury lawyers, and lawyers in general, targets potential customers to help you reach your ideal client. By researching keywords, building links, optimizing on-page material, and creating content that offers value, your website will rank higher in legal searches, leading to more web traffic. In turn, more visitors tends to convert to more clients. 

Some law firms are more than happy to take on the task of optimizing their websites. But if the idea of SEO seems intimidating or overwhelming, Blaze Digital Marketing has you covered. We’re experts at helping law firms reach new clients through lawyer SEO. Read on to learn more about SEO for lawyers and how we can help you optimize your website!
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Why is Law Firm SEO Important?

 Gone are the days where you can place an ad in the Yellow Pages and count on business coming in. Similarly, changes on platforms like Facebook and Instagram have lessened the ability to reach new clients organically. So how do personal injury law firms successfully grow?

Today, around 70% of law firms reach new clients through their website. Most people use a search engine like Google or Bing to find a lawyer. In order for new customers to find your website, you need it to show up in a Google search. And in order to show up in your customers’ searches, you need personal injury lawyer SEO. 

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 In addition to law firm SEO, many law firms utilize pay-per-click and sponsored ads to get more leads. While pay-per-click and sponsored ads are legitimate ways to market your law firm, neither will yield as much of an ROI as SEO. To compare, 53% of general web traffic is driven by organic search, while only 27% is driven by paid search. And when we’re talking lawyer SEO, the percentage goes up to 66%. That means that two-thirds of your website traffic comes from organic searches. 

SEO for lawyers can help you:

● Rank on the first page of search engine results for more injury-keywords including car accident attorney, dog bite lawyer, etc
● Reach your ideal client organically
● Convert website visitors to clients

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Lawyer Google Business Profiles

When it comes to personal injury lawyer SEO, your Google Business profile is incredibly important. This is one of the easiest ways to organically catch the attention of potential clients. Google Business Profiles are a free way to list your law firm online and be shown to local customers. Completing a Google Business Profile will allow you to control the info Google displays when your law firm shows up in a local search. And if you manage your Google Business Profile well, you can show up in the three-pack at the top of potential clients’ search engine results page.

To set up your Google Business Profile, click on this link and press “Manage Now.” You’ll be asked to enter your law firm’s name, location, contact number, email address, website, and category. Next, you’ll need to verify the listing through Google. The easiest method is for Google to mail you a letter. 

Once your Google Business Profile is live, you’ll want to make sure you’re actively interacting with it. If you enable the “Messages” feature, customers can message you through your profile without leaving their Google search. Another feature to enable is “Booking,” which would allow potential clients to easily book a legal consultation with you. 

Google Reviews is one of the most valuable aspects of Google Business Profiles. In fact, 60% of people look at Google reviews when researching law firms and other businesses. Encouraging clients to leave positive reviews can help you reach more clients. 

Personal Injury Lawyer SEO Keyword Research

One of the main components of personal injury lawyer SEO is researching which keywords to target. Keywords are the terms and queries people are typing into their search engine. Knowing what those keywords are helps you to identify how to reach your clients and how to strategize your content. 
Some of the benefits of keyword research include: 
● Insight into current law firm marketing trends
● Increase in traffic to your website
● Acquisition of new clients 

While researching keywords

While researching keywords we look for three things. The first is relevance. Does this keyword/content fulfill a potential client’s needs? If you’re hoping to attract more personal injury clients, for example, you need keywords centered around the needs of clients with personal injury claims. 
The second thing we look for when researching keywords is authority. Search engines like Google provide more weight to authoritative sources, so you want to do all you can to be an authority on the subject you’re tackling.
The last thing we look for is volume. Typically, volume is measured by monthly search volume (MSV), or how many times the keyword is searched per month. We look for keywords that are regularly searched by your ideal clients. Targeting keywords that are neither overused or underused will help you rank on the first page of a search that will actually reach your potential clients. Personal injury lawyer SEO includes building pages that based on these specific search terms and getting them to rank at the top of Google. We'll build pages for all of the services you offer and get them to show up on Google for your potential clients. It isn't enough to just mention the services you offer including:
  • dog bites
  • car accidents
  • motorcycle accidents
  • slip and fall accidents
  • truck accidents
  • medical malpractice
  • workers comp 
  • and more!

 Building Links

 Building links back to your website in another one of the main ways to improve your search engine rankings. Having your website’s link appear on various websites across the internet signals to Google your relevance and authority. However, building links can also be one of the more challenging aspects of SEO for lawyers. In order for link-building to be successful, your links need to be placed in reputable locations. 

Local directories are some of the easiest places to build links for your business. At Blaze Digital Marketing, we go beyond just the local directories like Google Business Profiles, Yelp, and Bing Places. We also get relevant publications on the local and national scale to link back to your site.
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Some other ways to build links for your law firm’s website include:

● Guest posting: Writing content for another website gives you an opportunity to reach a wider audience as well as link back to your website. 

● Lawyer directories: Lawyer directories are an easy way for you to build links. Only submit your law firm to reputable directories with high domain rating/authority. 

● Creating infographics: Infographics are just what they sound like–graphics with information. They’re a great way to share data and other valuable information in an easy-to-understand format. Once you have your infographic, you’ll want to place it on your website. From there, you can encourage it to be shared via your link. 

● Blogging: Creating blog posts that answer common client questions can also be an effective way to build links. You’ll want to link within your website to other relevant pages as well as to external sources that validate what you’re saying.

Content Marketing

Content marketing is a strategy that puts your business in front of potential clients. Content refers to anything read, watched, or listened to online, such as articles, videos, and podcasts. By producing killer content that ranks at the top of search engine results pages, you’ll see more traffic to your website, which leads to more clients. 

NewThe two main types of content used to market law firms include practice area pages, which basically sell your service to potential clients, and blog posts, which are great for building links as well as building awareness.  Paragraph

Creating content takes time and effort. That’s where we come in. Content marketing is our specialty. We’ll do the research for you to create blog posts and practice area pages that will boost you to the top of the rankings. With local content that offers value to your customers, you’ll see an increase in website traffic and leads. 


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This is the text area for this paragraph. To change it, simply click and start typing. Once you've added your content, you  can customize its design by using different colors, fonts, font sizes and bullets. Just highlight the words you want to design and choose from the various options in the text editing bar.

This is the text area for this paragraph. To change it, simply click and start typing. After adding your content, you can customize it.

Personal Injury Lawyer Blogging

Okay, so we’ve mentioned blogging a couple times already, but we’ll just say it again: blogging is an important part of your personal injury lawyer SEO strategy. There’s a reason so many companies have incorporated a regular blog into their website. Blog posts bring customers to your website. Everyone knows that Google loves blogs. You can't do effective personal injury lawyer SEO without having a bloggin strategy.

We’re experts at writing blog posts that attract potential customers. However, in case you’rae interested in giving blogging a try, here are some of the strategies we use:

● Research, research, research: In order to be competitive on the search engine results page, you need to know what other law firms are blogging about. You also need to know what kinds of questions your potential clients are asking. Research helps you identify which relevant topics to blog about. 

● Write longform content: The longer a visitor stays on your web page, the better the page ranks in Google’s algorithm. Longer blog posts take longer to read, increasing the dwell time of visitors.

● Formatting matters: When writing blog posts, one thing to consider is the formatting. Breaking text up into sections, with headings, lists, bullet points, and so on, makes it easier to read your content. 


We'll find the injury-related laws that people in your area and state are searching for and write in-depth blog posts about them. This helps your law firm show up when people need a lawyer to help them in cases dealing with motorcycle helmet laws, car accident insurance claims, independent contractor insurance laws, and more in your area.


 Lawyer SEO as a Service

 If doing your own SEO sounds like too much, you’re not alone. SEO is a strategy that takes a lot of research, time, and effort. That’s one of the reasons we offer our law firm SEO services. 

At Blaze Digital Marketing, we have the expertise you need. We use proven strategies to improve the rankings of your website and attract new customers through content that rocks. 
Interested in what we can do for you? Get started today with a free SEO review!

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