SEO Marketing for Attorneys Audit What to Look For 

For attorneys aiming to dominate their local markets and generate consistent client inquiries, Search Engine Optimization (SEO) is non-negotiable. SEO strategies specifically tailored for law firms can be a game-changer, but they must be executed and regularly reviewed to ensure optimal performance. Auditing your law firm’s SEO is essential to maintain a competitive edge and identify areas for improvement. When lawyers first reach out to us, we perform an audit to let them know where they need help. Then, we tailor our SEO marketing for attorneys to their needs so that they can receive exactly what they need. 

Just as you would go through “spring cleaning” for your home or office, you should do the same for your SEO strategy. Whether you’re auditing in-house processes or evaluating the results of your existing SEO provider, we’ll highlight everything you should look for, along with actionable insights to boost your rankings. 

Why SEO Audits Matter for Law Firms 

SEO audits are critical because search engine algorithms constantly evolve, and your competition isn’t standing still. Regular audits ensure your law firm’s website continues to provide a strong user experience, align with industry best practices, and generate leads. 

Considering that over 70% of potential clients use search engines to find attorneys near them, staying ahead in local search results is vital. 

By performing an SEO audit, you can uncover common but fixable weaknesses in your website’s structure, content, and strategy. These include poorly executed keyword use, thin content, or overlooked local SEO practices, which can collectively impact your visibility and client acquisition efforts. 

Audit Your Local SEO 

Local SEO is crucial for attorneys because prospective clients are often searching for lawyers “near me.” Here’s what to focus on when auditing your local SEO performance: 

Key Elements to Check 

1. Google Business Profile (GBP): Ensure your GBP is claimed, verified, and fully optimized with accurate information about your law firm’s name, address, phone number, and operating hours.
2. NAP Consistency: Verify that your name, address, and phone number (NAP) are consistent across directories like Yelp, Justia, Avvo, and your website.
3. Local Keywords: Confirm that your website features keywords with location-specific phrases, like “personal injury lawyer in Silver Lake” or “divorce attorney in Van Nuys.”
4. Client Reviews: Are you encouraging satisfied clients to leave positive reviews? A visible review strategy builds trust and improves rankings.

Solutions and Quick Fixes 

• Update and expand your profile details in your GBP. Include practice areas and high-quality images of your office.
• Audit legal directory listings for consistent NAP details.
• Include localized keywords in metadata and content wherever relevant. For example, update homepage headings or blog posts with terms potential clients might search for in your area.
• Respond to all client reviews (positive and negative) with professionalism and empathy.

Evaluate On-Page SEO 

On-page SEO involves optimizing the content and HTML of your web pages to rank higher in search results. Common issues include poorly optimized meta tags, thin content, or keyword stuffing. 

Key Elements to Check 

1. Meta Tags: Ensure every page has optimized meta titles and descriptions. Include relevant keywords, but ensure they are readable and engaging for users.
2. Content Depth: Does your site have high-quality, informational content? Thin practice area pages or blog posts with little depth will hurt your rankings.
3. Headers: Use proper header tags (H1, H2, H3) to structure your content clearly for both readers and search engines.
4. Internal Linking: Connect related pages on your site through internal links to provide value to users and help search engines crawl your pages efficiently.

Solutions and Quick Fixes 

• Revamp practice area pages so that they’re packed with unique, value-laden content. This could include FAQs, client testimonials, or local statistics to add value to your audience.
• Optimize blog posts for semantic keywords and readability.

Assess Technical SEO 

Technical SEO focuses on your website’s foundation. Without optimized technical elements, even great content may not perform well. 

Key Elements to Check 

1. Website Speed: A slow site increases bounce rates and damages rankings. Tools like Google PageSpeed Insights can help identify speed issues.
2. Mobile Optimization: Most searches happen on mobile devices. If your site isn’t mobile-friendly, you risk losing prospective clients.
3. HTTPS Security: Confirm that your site uses HTTPS instead of HTTP to protect user data and build trust.
4. Core Web Vitals: Metrics like “Largest Contentful Paint” (LCP) and “Cumulative Layout Shift” (CLS) are critical for ranking high in Google searches.

Solutions and Quick Fixes 

• Use responsive web design to ensure that your website performs well on both desktops and mobile devices. Test your design directly on various mobile devices to confirm usability.
• Switch to secure hosting and implement an SSL certificate if you haven’t already.

Monitor Analytics and Performance 

Your audit isn’t complete without evaluating performance metrics. This includes understanding how users discover and interact with your site. 

Key Elements to Check 

1. Keyword Rankings: Are you tracking where your site ranks for target keywords? Analyze trends over time.
2. Traffic Sources: Use Google Analytics to monitor which channels (organic, referral, social) generate the most traffic.
3. Conversions: Track actions like contact form submissions and call inquiries to gauge how effectively your site converts visitors into clients.

Solutions and Quick Fixes 

• Use tools like Google Search Console to evaluate keyword ranking and search visibility.
• Align your content strategy with top-performing pages that drive the most traffic.

Website Depot’s Role in SEO Success 

Auditing SEO isn’t just about identifying issues; it’s about implementing tailored solutions. Website Depot specializes in seamless omnichannel marketing, including the following services tailored for attorneys: 

• Comprehensive keyword research to boost visibility for high-intent searches.
• Content creation that adheres to Google’s E-E-A-T (Experience, Expertise, Authority, Trustworthiness) guidelines, ensuring legally accurate and resourceful material.
• Local SEO optimization that puts your law firm directly in front of your local market.

Take Action Today 

An SEO audit delivers actionable insights that allow your law firm to continually adapt to shifting algorithms and client needs. With Website Depot as your partner, you won’t just optimize your online presence—you’ll establish credibility, increase inquiries, and attract the cases that matter most. 

Are you ready to elevate your law firm in the rankings? Contact Website Depot today for a free comprehensive SEO audit and learn how we can customize a solution to fit your law firm’s needs.