If you’re a lawyer trying to grow your online presence, SEO (search engine optimization) can feel like a maze of algorithms, rankings, and buzzwords. But you don’t need to be an expert—or hire an expensive agency—to start making improvements.
In fact, some of the most powerful SEO tools available to lawyers are completely free.
Whether you want to see how your law firm ranks in Google, check your site speed, or find out why your competitor is outranking you, the tools below can help. And they’re beginner-friendly, making them ideal for solo attorneys and small firms who want to do more with less.
1. Google Search Console
Best for: Seeing how your site performs in Google search results
Google Search Console shows:
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What keywords people use to find your firm
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Which pages are getting clicks and impressions
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Whether Google can properly index your site
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Mobile usability and any page errors
You can also submit new content to Google faster, which may help new pages rank sooner.
Start here: search.google.com/search-console
2. Google Business Profile Manager
Best for: Improving your visibility in local “lawyer near me” searches
If you haven’t already, claim and complete your Google Business Profile. It may help you appear in the local map pack and gives your firm a central place to manage reviews, business hours, and location data.
Optimization tips:
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Use your real law firm name
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Add photos of your office and team
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Choose practice areas as “services”
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Ask clients to leave reviews when appropriate
Start here: google.com/business
3. Ubersuggest (Free Tier)
Best for: Keyword research and competitive analysis
Ubersuggest lets you see:
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How competitive a keyword is
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What keywords your site (or a competitor’s) ranks for
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How many monthly searches a term gets
It’s especially helpful for finding blog topics or seeing if you’re targeting the right phrases (e.g., “car accident lawyer in Tampa” vs. just “lawyer”).
Start here: ubersuggest.com
4. PageSpeed Insights (by Google)
Best for: Checking how fast your site loads
Site speed matters. A slow-loading law firm website may lead to higher bounce rates—and Google has said speed can influence rankings.
Use PageSpeed Insights to:
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Check your desktop and mobile load times
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Identify image or code issues slowing your site down
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Get action items to improve performance
Start here: pagespeed.web.dev
5. Moz Link Explorer (Free Tier)
Best for: Checking your backlinks
Moz’s Link Explorer lets you:
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See what websites link to your law firm
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Compare your backlink profile to competitors
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Identify low-quality or broken links
This can help you track SEO growth over time and uncover where competitors are getting visibility.
Start here: moz.com/link-explorer
Bonus Tool: TopLawyersNow.com (Free Profile Builder)
Best for: Earning a dofollow backlink and publishing legal content
Claiming your free attorney profile on TopLawyersNow.com gives you the option to upgrade to get:
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A backlink to your law firm website
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A searchable profile tied to your city and practice area
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The ability to publish blog posts under your name
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A fast-loading page built for SEO
It’s a simple way to improve your authority and start building online visibility—even if you’re not tech-savvy.
Final Thoughts
SEO doesn’t have to be overwhelming or expensive. These are some of the best free SEO tools that may help you take control of your law firm’s online presence, one step at a time.
Try this 10-minute action plan:
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Claim your Google Business Profile
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Check your site speed on PageSpeed Insights
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Run a keyword search in Ubersuggest
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Claim your free profile at TopLawyersNow.com
These quick wins can help you build momentum—and better understand how potential clients find you online.
