Law Firm SEO Optimization Basics

SEO for law firms or “attorney SEO” is a hot topic for us, because professionals have to spend too much money on ads these days, as the prices have gone through the roof. SEO is far more cost effective and also can also bring in a lot more clients than conventional advertising.

With your own blog you have a valuable tool for your online reputation and your visibility on Google. If you know the basics of search engine optimization and use it in your blog, you will benefit from a higher visibility.

A customer told me this week that she was happy to have found me by chance on the web. She had searched for “clear communication” via Google at the time. But the fact that she found me there on page 1 has little to do with chance.

In order for your desired customers to find you via Google & Co., you need good, relevant content – and should pay attention to the most important SEO tricks. At t3n today I stumbled across a suitable article about OnPage-SEO. I would like to highlight the most important points from the infographics here for your WordPress blog. Because Google loves good blogs.

What is OnPage-SEO?

Search engine optimization distinguishes between OnPage and OffPage optimization. OnPage optimizations include all measures that you implement on the website itself. In addition to the content factors, optimizations in the code are also included. If the website itself is optimized, you can work OffPage on backlinks etc..

URLs – the address of a page

Very often I see web addresses in the form of “”. The meaningfulness for the search engine and the visitor is zero. For Google it is particularly important that the most important keywords also appear in the URL. Therefore you rather use “speaking URLs” for example in the form of “”.

Google rates the first terms in the URL most highly. Therefore you should put the most important terms at the beginning and omit filler words. So it’s better to use “/law-pages” than “/about-about-law”.

In WordPress you can change the default structure of your blog URLs in the settings (section Permalinks). It is important here that you choose a variant with the post name instead of the default setting. When writing a new article, you can then manually adjust the Post Name area for each post. This makes sense, for example, to remove unnecessary filler words. You can find the permalink with the button “edit” under the heading of your blog post. To mimic professional search engine optimization, make sure that all of your URLs are relevant for law topics.

Please be sure to pay attention to the URL before posting the blog post. A subsequent change is often associated with problems. Especially when other blogs have already linked you or Google has already listed the post. The link will then lead you into emptiness if you have not set up a corresponding redirection.


In addition to the main heading, which is entered in the separate field in WordPress, subheadings in the text are important. On the one hand, they give the reader orientation and structure the text into reader-friendly canap├ęs. But they also provide valuable information for search engines.

Google rates terms in the headings higher than in normal text. The headings themselves are graded in their value. In HTML this is defined by the attributes <h1> to <h6>. The main heading is usually predefined by WordPress and has the highest value. The subheadings in the text are usually marked as <h2>. For correct formatting, go to the “Paragraph” menu in WordPress and select “Heading 2”. If you format the subheading in bold only, you will not get this effect.

Make sure that the most important keywords appear in your (sub)headings. The sooner the better. Avoid exaggerated keyword stuffing. But if you write about pension insurance, the term should also be placed in a prominent place in the headline.

Links in the blog post

An often underestimated factor for readers and search engines are links in the text. They offer readers links to suitable content and Google draws conclusions from the linked content. There are two types of links that you should incorporate into your text in a meaningful way.

Do you have suitable content in your blog that you can refer to? Great! With internal links. With internal links you show the reader and Google further relevant contents in your blog and put your contribution in a good context.

But also external links – e.g. to specialist portals, wikis or other blogs – increase the relevance for your contribution. Google recognizes the context of your contribution and ideally gives it more weight. The reader is looking forward to further information.

SEO plugins for WordPress

There are several plugins that help bloggers optimize their posts for search engines. For example, I can recommend WordPress SEO by Yoast. In addition to various basic settings, you will receive tips on optimization for each individual contribution and can store individual information (e.g. meta-description or description texts for Facebook & Co).

The right balance

Finally, I would like to give you a basic tip. Write primarily for your desired customers – for people – and not for search engines. It applies: Good content is the duty – SEO the freestyle. Google notices when you want to fool around with it. And what does a good placement on Google bring you if the desired customer does not find your site appealing?