SEO · Lawyers
SEO for lawyers
Who you work with
Daniel ShuttleworthFounder, Grizzly Agency“I've grown a six-figure blog from the side of my desk.”
01why law firm SEO
SEO that brings real cases
Legal clients are researchers. A person Googling "divorce lawyer Calgary" will read three to five firms' pages before picking up the phone. They're looking for expertise, experience, and a sense that you understand their situation. Google is looking for the same thing — legal queries fall under YMYL (Your Money or Your Life) and ranking requires real E-E-A-T signals.
Law firm SEO is a content game more than a technical game. Practice area pages that demonstrate knowledge, attorney bios with credentials and outcomes, geographic pages for your jurisdictions, and authoritative backlinks. It compounds slowly — and then it compounds fast.
E-E-A-T Content
Attorney-written or attorney-reviewed content with credentials, experience, and outcomes displayed clearly.
Practice Area Pages
A dedicated page for every practice area, written to rank and to convert researching prospects.
Local Authority
Local citations, bar association listings, and regional legal directories that build Google's trust in your firm.
02What we do · Lawyers
What's included
Legal Keyword Research
High-intent legal searches: practice area + location, case-type specifics, and consultation-intent phrases.
- Practice area + jurisdiction
- Case-type specifics
- Emergency legal (criminal, family)
- Free consultation phrases
- Competitor gap analysis
- Monthly tracking
Practice Area Pages
A dedicated page for every practice area, each written with the depth Google expects for legal content.
- Family law landing pages
- Criminal defense pages
- Personal injury pages
- Business/corporate pages
- Real estate law
- Estate planning
Attorney Bios
Comprehensive attorney profiles with credentials, education, years of experience, notable cases, and Law Society membership — the E-E-A-T content Google rewards.
- Credential + education sections
- Experience & notable cases
- Law Society membership
- Publications & speaking
- Professional photos
- LinkedIn & directory links
Google Business Profile
Service categories, consultation posts, team photos, and review response for legal practices.
- Practice-area service list
- Weekly informational posts
- Attorney team photos
- Q&A seeding
- Review response templates
- Hours & consultation info
Legal Citations & Backlinks
Law society listings, bar association profiles, legal directories (FindLaw, Avvo equivalents), and authoritative regional legal press.
- Law Society of Alberta
- Canadian Bar Association
- Legal directories
- Regional press mentions
- University law alumni
- NAP consistency sweeps
Authoritative Content
Educational legal content that ranks for question-based searches and establishes the firm as a reference.
- Question-based blog posts
- Case-study write-ups
- Legal FAQ pages
- Plain-English guides
- Topic clustering
- Quarterly content audits
03How it works
From kickoff to results
- 01
Audit
Full technical, on-page, and local audit specific to your industry's search behavior.
- 02
Research
Keyword research for how your customers actually search, including long-tail industry terms.
- 03
Optimize
We fix technical issues, rewrite key pages, and tune Google Business Profile for your industry.
- 04
Create
Industry-focused content that answers the questions your customers ask before they call.
- 05
Earn
Citations, local directories, and industry backlinks that Google rewards with rankings.
- 06
Report
Plain-English reports on rankings, traffic, and the calls and form leads that came from search.
05Other industries
SEO for other industries
06FAQ
SEO for lawyers FAQ
Is SEO worth it for a solo or small firm?
Yes — especially for solos. Local legal searches are dominated by a handful of firms per practice area. Focused SEO on one or two practice areas in your own city is how a solo practice earns a place among them.
How much does law firm SEO cost?
It's quoted to your scope: your practice areas, the cities you serve and how competitive those searches are. The price is fixed before anything starts.
How long until I see new cases from SEO?
It depends on your practice areas and how competitive they are in your city. Consultation inquiries tend to follow once the foundation pages rank; wins on competitive terms take longer and come from consistent content and authority building.
Will you write legal content without a lawyer reviewing it?
No. All legal content we produce is either written by your team or drafted by us and reviewed/approved by a qualified attorney before publication. That's a hard rule — and it's also what Google wants to see.
Can you help with my Google Business Profile for multiple lawyers?
Yes. We can set up individual Google Business Profiles for each attorney (where rules allow) or a single firm profile with each attorney featured. Strategy depends on your Law Society rules and firm structure.