Law Firm SEO
Whether you’re an established Australian law firm or a solo practitioner aiming to grow your client base, our specialist legal SEO services connect you with clients actively seeking your expertise. We partner with legal professionals to craft tailored strategies that enhance search visibility, prioritising high-intent leads in your practice area and location.
Our team of SEO experts focuses exclusively on the legal sector, combining technical precision with an in-depth understanding of Australian compliance standards to deliver measurable, ethical results.
Let us help you stand out in competitive digital markets while maintaining the professionalism your practice demands.
SEO Marketing for Law Firms
Securing top positions in search engine rankings is demanding across industries, but legal services face uniquely intense competition. With Google Ads costs soaring in the legal sector, organic search optimisation (SEO) has become a critical battleground for visibility. Firms must navigate this fiercely competitive landscape to attract clients cost-effectively.
Established practices dominating search results often benefit from years of strategic SEO investment. However, newer or growing firms can still compete by adopting tailored, data-driven strategies. Success hinges on deeply understanding your target audience—their search behaviours, pain points, and decision-making timelines—to deliver precisely timed, relevant content.
For forward thinking legal practices focused on sustainable growth, our SEO services offer unmatched long-term value. Unlike paid ads that stop generating leads once budgets pause, well-executed SEO compounds over time. Early investments in optimisation continue yielding returns for years, creating a reliable pipeline of qualified client inquiries.
Local search intent now drives nearly half of all legal queries, with phrases like “family lawyer near me” or “Perth employment solicitor” becoming standard. Combined with 97% of potential clients using Google weekly to find services, a robust online presence is essential.
Optimising for local SEO ensures your firm appears prominently when and where clients need you most.
Law Firm SEO Services
User Focused Content
The foundation of any good legal SEO strategy is content that answers user questions. User focus content is a key SEO ranking factor that can impact your website’s performance on search engines. To get to the top of Google your law firm’s website must offer valuable information that answers user questions. You must consider the type of content and the questions users are asking when they land on a page.
You don’t need to be an SEO expert to create valuable content. It’s common sense. We look at your competitors and the content they produce, we gain insight into why their content is on page one of Google. Most of the time it’s because they have the best content resources. That’s it.
Optimise Key On-Site Elements
Over 100 on-site elements impact how a law firm’s website appears in search results. But we don’t need to spend hours on each element, we just need to focus on the ones that matter.
Local SEO Emphasis
Local SEO makes businesses more visible in local search engine results pages. Whether you’re a lawyer, dentist, accountant or physio clinic, local visibility is key to getting the right leads to your local business only. Any business with a physical location or can service clients in multiple locations can benefit from SEO services. Whether you need to be on page one of Google in Melbourne, Sydney and Adelaide or just in front of a local audience in Townsville you need to have a local presence on Google.
Technical SEO & Site Architecture
Website architecture refers to the hierarchical structure of pages on a website. For a law firm that may mean having a root page for “Criminal Law” and then sub-pages for all the different areas of criminal law you service. When we work with a law firm we put together a list of all the legal services they offer and turn that into a site architecture we can build out over time.
Build Backlinks
At the time of writing backlinks account for around 50% of how a law firm’s website ranks in Google search. So perfecting your law firm’s backlink strategy is key to online visibility and overall SEO success. When you talk to an SEO Agency you’ll hear about their ‘trusted network of sites’ or ‘guest post bloggers’ they work with. It’s all rubbish.
Google Business Optimisation
Google Business – formally Google My Business (GMB) is one of the most important online tools used by law firms and solicitors. Easy to set up and manage your GMB profile provides valuable information to clients about your law firm including your website, address and phone number, client reviews and opening or contactable hours.
Our Law Firm SEO Process
Why SEO is Essential for Lawyers
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Local Search Dominance
46% of legal searches include location-based terms like “Brisbane lawyer” or “near me”, making local SEO critical for visibility in your service areas. -
Cost Efficiency Over Paid Ads
Avoid paying up to $10 per click for competitive legal keywords—SEO delivers 67% of online conversions organically, slashing client acquisition costs. -
Digital Credibility Matters
97% of Australians use Google weekly to find services, while 70% research firms online first. Strong SEO ensures you make a professional first impression. -
Bridging Online to Offline Engagement
51% of legal searches lead to offline actions like consultations. Ranking highly positions your firm as the logical choice for ready-to-act clients. -
Review-Driven Enquiries
88% of potential clients check online reviews before contacting a firm. SEO showcases your testimonials and peer ratings during their evaluation process. -
Fast, Sustainable ROI
Australian law practices typically recoup SEO investments within 5.6 months, with rankings continuing to generate leads long after campaigns launch.
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SEO Expertise Beyond The Law Industry
The notion that law firms require “industry-specific” SEO providers is a persistent myth. In reality, proven SEO fundamentals apply universally—technical optimisation, content relevance, and user experience transcend niche boundaries. Here’s why partnering with skilled generalists frequently outperforms so-called legal SEO specialists:
Superior Expertise
Marketing agencies positioning themselves as exclusive legal SEO providers often lack differentiated skills. Competent SEO professionals—regardless of industry focus—leverage the same core strategies: keyword research, backlink acquisition, and technical audits. What truly matters is their analytical rigor and adaptability, not arbitrary niche claims.
The Offshore “Specialist” Trap
Many self-proclaimed legal SEO agencies operate as overseas white-label services, repackaging generic tactics at premium prices. Their “specialisation” often masks limited understanding of Australian search trends, compliance requirements, or local client acquisition pathways.
Results Trump Industry Pedigree
Agencies with cross-sector experience frequently bring innovative strategies tested in competitive verticals—ecommerce, healthcare, finance—that outperform recycled legal SEO playbooks. Their broader perspective helps identify gaps in conservative legal markets.
Transparency Over Niche Branding
Genuine SEO providers quantify deliverables—organic traffic growth, keyword rankings, conversion rates—without hiding behind industry jargon. Be wary of agencies emphasising “legal expertise” over measurable KPIs.
Cost Efficiency Without Compromise
Generalist agencies typically offer 23-38% lower retainers than “legal SEO specialists” while providing equal or superior service. Their scalable operations avoid the inflated overheads of niche positioning.
For Australian law firms, prioritise partners with:
- Proven rankings across regulated industries
- Australian-based teams understanding local search nuances
- Transparent reporting tied to business outcomes
- Custom strategies, not templated “legal SEO packages”
True SEO excellence lies in execution, not labels. By focusing on core competencies rather than manufactured specialisation, firms gain adaptable partners capable of navigating Google’s evolving algorithms.
Don't just take our word for it.
- I have been with Perth Digital Edge for 4 years now and, since then, my business has grown so much that it is actually on the first page of Google when searching for it. Perth Digital Edge created a beatiful website following my ideas and managed the digital marketing side
- A big thanks to the SEO Company, Perth Digital Edge for the great work done on the development of my custom website. Happy customer!
- I started working with Ben just one week ago but I have been immediately impressed by his attentions to details, his organisational skills and his speed of response to any possible doubt or request. I am pretty sure my business will benefit enormously by the exposure it will soon get
- Being Sydney-based and producing a shoot in WA was a difficult task made seamless thanks to Ben and his team. Exceptionally professional communication and work which alleviated all my concerns and a quick turnaround on assets was much appreciated.
Our Point of Difference
No Lock In Contracts
At Perth Digital Edge we offer SEO services without lock in contracts. We believe in earning your business every month, things change and situations can evolve. If you decide to stop our services we just ask for 30 days notice.
Transparent Pricing
We believe in setting clear expectations from the start. Our SEO services with a fixed monthly fee, based on the scope of work required to achieve your goals within a set timeframe. We do keyword and competitor research at the start of every SEO campaign to ensure we set realistic and achievable targets.
SEO Experts
Ranking for SEO related terms against other agencies is tough. But we’re doing it so you can be sure we can help your business in your industry.
Open Communication
Our company policy is fast response and transparent communication so you’re always in the loop with your campaign.
Get in Touch
If you need help with Law Firm SEO please contact us at any time.
Frequently asked questions
Are there benefits of SEO for Lawyers?
SEO can bring big returns for any industry and law firms are no exception. Besides increasing brand awareness and local presence SEO can be an efficient way to generate a steady stream of leads for lawyers. Some of the benefits of SEO for Lawyers include:
• Local visibility
• Trust with potential clients
• Valuable leads that convert to paying clients
• Reduced reliance on paid marketing
• Unlimited leads – not limited by daily spend
• Online resource library for potential clients
• Lower customer acquisition cost than paid channelsHow long until I see results from SEO?
The timeframe to see results will depend on several factors unique to your business. Some of the factors that will influence the time it takes to see results from SEO include:
• Previous SEO work
• Your current rankings
• Competition of the keywords you’re targeting
• Your business location – larger metros mean more competition
• Your law firm website health and domain metricsGenerally you should have enough leads and business to sustain yourself for 6 months before you can start to rely on leads from SEO. Chat to an SEO specialist at Perth Digital Edge to get a better estimate, our team can look at your current position and metrics to give you a more accurate timeframe for results.
Can I do SEO myself?
While anyone can technically do SEO, it’s a complicated process. Just as a client can choose to represent themselves in court and refuse legal representation – we all know how that usually turns out.
As a law firm your goal is to service clients and get the best outcome. As an SEO Agency our job is to work with law firms and get them a steady stream of positive reviews from clients for their business.
Focus on your main job – hire an SEO expert to do your SEO.
How much does SEO for Lawyers cost?
SEO for Law firms is one of the most competitive verticals for search engine optimisation due to high cost per click in Google Ads, extremely high competition and a large number of law firms. As a result the investment required to get on page 1 is typically higher than other industries.
Several factors will determine the cost of SEO for a law firm:
• Number of target keywords
• Business location (larger metros = more competition)
• Number of legal services you want to rank for
• Competition in your area
• Previous SEO work done on your website
• Current Google rankingsJust like quoting for legal services, we can’t provide a quote from online reviews without discussing your specific requirements and considering your unique position in the market. To get a quote for your business book a free consultation with our SEO experts.
SEO vs. SEM – which is superior?
SEO is a long term strategy to generate leads for a law firm 24/7, 365 days a year without the law firm SEO expert ever having to worry about the source of those leads.
On the other hand SEM or Google Ads requires a daily budget to show up in front of potential clients on search engines. SEM is a great tool to test the market and see how potential clients interact with your law firm’s website. But for law firms SEM can be very expensive. Depending on your keywords a single click can cost over $100. If you convert at 5% you might need to spend $2,000 ($100 per click x 5% conversion) before you get a client.
The goal of SEO is to reduce SEM spend and create a sustainable and cost effective lead funnel for a law firm. The more clicks you get through organic search the less you’ll need to spend on other channels to acquire new clients.
SEO vs Social Marketing – which is better?
SEO is a long term strategy to generate a steady stream of leads that will deliver long term inquiries, phone calls and ultimately clients for a law firm.
Social media is designed to show your content to potential clients right now.
Since the legal industry is unique, clients rarely search for legal or law services online unless they need help urgently. The industry is reactive and legal content will never bore a user browsing through Facebook than convert.
Users looking for legal services go to Google to connect with law firms that can help them in their time of need. Whether you offer criminal law, family law or property law services, the intent is the same. The research phase doesn’t start until users need a law firm’s services.
Does SEO work for Lawyers?
Yes.
SEO is one of the best lead generation strategies for law firms. Since most law firms operate in specific locations, it’s essential to have a local SEO strategy. This means being at the top of search engine results when users search for ‘Law Services + location’.
By focusing on specific locations law firms can reduce their online and national competition and market to users who can convert into paying clients. For a law firm it’s much better to rank on page 1 of Google for a qualified search term like “Lawyer in Sydney” than for a broad term like “Lawyer”.
Are other Law Firms utilizing SEO?
Yes.
A recent study by AccuRanker which audited over 300,000 SERPs across various industries found that law firms have the highest barriers to entry in getting organic traffic. The legal sector was also the most competitive in SEO.
What is SEO for Lawyers?
SEO for Lawyers, also known as Law Firm SEO, is the process of optimising a law firms online presence to be visible to potential clients searching for legal services online. This involves optimising both on-site and off-site elements that search engines use to rank websites in organic search results.
For example, someone looking for legal help might search for:
• Lawyer in [location]
• Lawyer near me
• Family law expert
• Criminal law expert
• DUI lawyer in [location]
• Law firm in [location]
• Local solicitors
• Family lawyersThe top 3 results get over 80% of all organic clicks because of visibility and trust. So for law firms looking to attract new clients and get a steady stream of cost effective online leads SEO is a must.