Search engine optimization (SEO) is one of the most effective ways to grow a law firm’s visibility online. But for many attorneys, the thought of hiring an SEO agency feels overwhelming — or just not feasible given the budget.
The good news? There are a number of things you can do yourself to help improve your law firm’s Google rankings — without hiring an outside SEO company.
Whether you’re a solo practitioner or managing a growing practice, the steps below may help your website become more visible, more trusted, and more useful to potential clients.
1. Claim and Optimize Free Legal Directory Profiles
Legal directories remain one of the easiest ways to earn visibility and potential backlinks, which may help your Google rankings.
Start by claiming your free profile on:
TopLawyersNow.com – Tiers may include a backlink, practice area listings, and the ability to post articles.
Justia
Avvo
Your state and local bar association
Any law school alumni directories
Make sure your profiles are:
Fully completed
Consistent with your website info (name, address, phone)
Updated regularly
2. Add Content That Answers Real Questions
Google wants to show people the most useful results. When someone searches for “How much is a car accident case worth in Florida?” or “Do I need a lawyer for a first DUI?”, your site may appear if you’ve answered those questions clearly.
You can:
Add FAQ sections to your service pages
Publish short blog posts answering common questions
Use tools like Google’s autocomplete or People Also Ask for content ideas
Tip: Focus each page or post on one topic, and include the city or state you serve. For example, “What to Do After a Car Accident in Tampa.”
3. Improve Your Website Speed and Mobile Experience
Google’s algorithm factors in page experience — and that includes how quickly your website loads and how it performs on mobile devices.
Here are a few things that may help:
Use smaller image sizes
Avoid excessive pop-ups
Choose a responsive website theme
Run a free test at pagespeed.web.dev
If your site is slow or hard to navigate, Google may rank other websites higher — even if your content is great.
4. Get a Few Quality Backlinks (Even Just One Can Help)
You don’t need hundreds of backlinks. Even a handful of links from relevant, trusted sources can have a positive impact on your rankings.
How to get started:
Claim your TopLawyersNow.com profile
Offer to write a blog post for a local business, news site, or fellow attorney’s website
Get listed in your Chamber of Commerce or local bar referral network
Share legal updates on LinkedIn with a link back to your site
Remember: not all links are equal. Focus on getting links from real, high-quality sites relevant to law, business, or your local community.
5. Focus on Local SEO Basics
Local SEO helps your firm show up when someone searches for “lawyer near me” or “[practice area] attorney in [city].”
Here’s what can help:
Google Business Profile: Make sure it’s claimed, verified, and has your updated address, hours, and photos.
NAP Consistency: Your Name, Address, and Phone Number should match across your website, legal directories, and business listings.
Client Reviews: Encourage satisfied clients to leave Google reviews — they may influence visibility in local search.
6. Publish Articles Under Your Name
Publishing content tied to your name and law firm — especially on sites that Google sees as reputable — can improve your authoritativeness in the eyes of search engines.
On TopLawyersNow.com, you can:
Post legal articles on your profile
Appear under your practice area and city
Include a bio and link to your firm’s site
This may help establish topical relevance and improve how Google sees your online presence.
You Don’t Need a Big Budget to Improve SEO
Hiring an SEO agency may be a good fit for some firms, especially those with competitive practice areas or large budgets. But for many solo and small firms, taking a few simple actions can lead to noticeable improvements.
By:
Claiming your profiles
Writing useful content
Optimizing your pages for clarity and speed
Earning a few trusted links
—you may increase your site’s authority, rank more often in local search, and attract more clients over time.
Want a Free SEO Boost?
Claim your free attorney profile on TopLawyersNow.com
With a Platinum listing, you’ll get:
A backlink to your site
Visibility under your city and practice area
The ability to publish articles under your name
A searchable, SEO-friendly profile
No gimmicks. No SEO agency required.
