The SEO Field Guide for Law Firms
A Comprehensive Guide to Boost Your Search Rankings, Attract More Clients, and Stay Ahead in the Competitive Legal Market.
SEO that Works—and Follows the Rules
Tailored for law firms navigating both fierce competition and legal ethics, this guide provides a structured, actionable approach to getting found online—without crossing compliance lines.
Optimizing Your Website for Search Engines: Learn how to structure your site to rank higher without stepping on the compliance and ethics guidelines of your state bar.
Learn the Meta Tag gotcha's: Make sure your meta tags work for you and don't run afoul of ethics guidelines.
Local SEO Tactics: Whether your firm is one office or fifty, learn how to rank as a local business.
Content Marketing for Law Firms: How to attract people whether they are exploring options or deciding on a law firm to hire. 30 Sample articles.
Technical SEO: Ensure your site is built in a way that is easy for search engines to index.
Tracking Your Success: Use analytics to measure and improve your performance.
Get your copy of The SEO Field Guide for Law Firms today!
What You'll Learn Will Help Your Law Firm
- ✔️ 7 Core SEO Work Tracks
- ✔️ Local SEO & Google Business Profile
- ✔️ Keyword Planning for Legal Search
- ✔️ On-page Optimization Tactics
- ✔️ Link Building the Right Way
- ✔️ Competitive Research
- ✔️ State Bar Rule Alignment
Introduction: Why Law Firms Need a Tailored SEO Strategy
Search engine optimization (SEO) is not one-size-fits-all — especially in the legal field. Law firms operate in a high-stakes, highly competitive environment where SEO isn’t just about improving rankings; it’s about increasing visibility in a way that respects legal advertising standards and builds lasting trust. SEO in the legal industry must align with both search engine best practices and the ethical guidelines outlined by state bar associations.
This book outlines a performance-driven SEO strategy specifically designed for law firms. It combines technical optimization, content development, local search visibility, and analytics –framed within the compliance standards that legal professionals must uphold. The goal is to generate qualified traffic, support meaningful conversion actions (like consultation requests or phone calls), and enhance your firm’s authority in organic search.
Each section offers practical guidance grounded in experience across high-compliance sectors, with special consideration given to legal marketing rules, such as The State Bar of California’s Rule 7.2. While not every tactic will apply equally to every firm, this document is intended to serve as a flexible blueprint — one that can scale with your needs and evolve as the digital landscape shifts.
Written by Michael Grover
Michael Grover is a writer, strategist, and SEO consultant with over a decade of experience helping companies grow their visibility online and over 25 years using technology to help companies promote themselves. He brings a blend of technical precision and strategy to The SEO Field Guide for Law Firms.
As the founder of 96 Monkeys, a digital collective focused on performance-driven web strategy, Michael has worked with clients across the country and around the world to craft ethical, effective SEO systems rooted in measurable results — not hype.
The SEO Field Guide for Law Firms reflects years of hands-on experience with clients of all sizes, and offers a clear, tested framework any legal practice can apply.