SEO for Law Firms: Competing in the Most Expensive Vertical
Legal keywords carry the highest paid costs in search. Organic visibility is worth proportionally more.
Industry SEO
Practice area architecture
Build a dedicated pillar page per practice area, each linking to supporting content on specific case types. A single services page listing eight practice areas ranks for none of them well.
Attorney pages as assets
Prospects search attorneys by name after a referral or a search result. Attorney bio pages with bar admissions, case history, and credentials capture those searches and build firm-level E-E-A-T.
Compliance constraints
Attorney advertising rules vary by state and restrict testimonials, result claims, and specialisation language. Build content that satisfies both the regulator and the searcher, which usually means specificity with appropriate disclaimers.
Key takeaways
- One pillar page per practice area, never a combined services page
- Attorney bio pages capture high-intent post-referral searches
- State bar rules restrict testimonials and result claims
- Legal is the highest-CPC vertical; organic value is proportional
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