SEO for lawyers & law firms
More clients + higher visibility = better positioning ✓
SEO for lawyers is an important part of online marketing
Companies that trust us
Companies that trust us
SEO for your law firm? What lawyers need to consider
In the era of digitalization, a law firm’s own website is proving to be an effective and legal advertising tool. To fully exploit its potential, optimizing the website for search engines – known as SEO for lawyers – is essential. This makes it possible to place targeted advertising and boost sales through increased online visibility.
I will introduce you to the SEO factors that are most relevant and beneficial for lawyers to ensure your law firm is present and compliant online. You will be able to answer the question “how does SEO work for lawyers” afterwards.
Contents
- Advertising for lawyers: What is permitted under Section 43b BRAO?
- Google Business Profile & Local SEO for your law firm
- 6 proven strategies to make your law firm visible on Google
- Onpage SEO for lawyers: content with legal added value
- Keyword research for lawyers: The first step to visibility
- Contact us: How to get started with SEO support for your law firm
Top insights on SEO for lawyers
Targeted SEO measures increase the online presence
You can attract the attention of potential clients with an SEO-friendly website
Regular review and optimization of your website is important for long-term success
Lawyers must remain objective in advertising measures
Lawyers must adhere to special advertising guidelines. Advertising measures must always be factual and professional, without unnecessarily placing one’s own person in the foreground or advertising with irrelevant qualifications. This not only complies with the requirements of professional law, but also serves to enhance the seriousness and credibility of the law firm.
Any form of advertising that could be construed as “intellectual arson” is also prohibited, particularly if it contains erotic or sexual content. Advertising campaigns may also not be aimed at individual mandates, but must be general in nature.
There is this entry in the law book for this purpose:
43b BRAO – Advertising: A lawyer is only permitted to advertise insofar as it provides factual information about the lawyer’s professional activities in form and content and is not aimed at obtaining a mandate in an individual case.
SEO benefits for specialist lawyers
In the growing flood of licensed lawyers in Germany, it is particularly advantageous to appear as a specialist lawyer. This specialization makes it possible to stand out from the crowd and address a specific target group. It automatically leads to better ranking factors, as the search queries are more specific and therefore the target group is more precise.
As a specialist lawyer, you can position yourself effectively in this way by reaching your target group with relevant advertising and winning them over. This creates a win-win situation: clients quickly find a competent lawyer for their specific issue, and lawyers can make the most of their expertise in their niche.
It does not matter whether you are a specialist lawyer for tax law, residential tenancy law, inheritance law, social law or traffic law. Specialization and the associated targeted search engine optimization are therefore a decisive advantage for specialist lawyers to successfully establish themselves in the digital space.
Keyword research as the cornerstone for successful lawyer SEO
In the world of search engine optimization, Google plays a dominant role and attaches great importance to presenting users with only relevant and thematically appropriate content. Websites that regularly come up with new, comprehensive and high-quality content are preferred. In order to make SEO measures effective and achieve the desired results, a well-founded keyword analysis is essential.
What a keyword analysis for lawyers reveals:
- The search queries of potential clients: Which lawyer specializations and qualifications are searched for online?
- The search volume: How often are specific lawyers searched for each month?
- The density of competition: How strong is the competition for certain terms or keywords?
- Additional search terms: What other, more specific search queries (long-tail keywords) are there?
After creating a comprehensive keyword list that covers all relevant subject areas, the focus should be placed on the content of your own website. This content should then be optimized with the identified keywords. In the past, a subpage was created for each search phrase and each combination of keywords.
The search intention counts if you want to do SEO for your law firm
Today in 2025, SEO for lawyers must pay attention to search intent!
This increases visibility in search results, as the website can be found for a variety of search terms. It is important that new subpages provide precisely the information that potential clients are looking for. The content should offer recognizable added value and stand out positively from that of the competition.
Would you like to find the most lucrative keywords for your company and successfully cover the search intent?
Increase the online visibility of your law firm
The homepage of your law firm’s website serves as a central point of contact and can cover a wider range of topics. There should be separate subpages for specific areas of law and services. Local SEO for lawyers is a crucial factor that should not be overlooked. (Read more in the linked guide)
Lawyers are usually based at a fixed location and their potential clients are usually in the immediate vicinity of this address. It is therefore essential to integrate local search engine optimization for lawyers into your overall strategy.
General local SEO optimization
For the homepage, for example, you could choose a keyword combination such as “lawyer Freiburg residential law” to emphasize specific services. If you want to cover a broader spectrum with your law firm, a more general combination such as “Lawyer Freiburg” would be appropriate.
Precise local SEO optimization
It is also possible to optimize the local search even more precisely by adding a district, such as: “Anwalt Freiburg Wiehre”. Keep in mind that a top ranking with a relatively generic term like “Anwalt Freiburg” is more challenging. But the more continuous and high-quality the SEO maintenance of your website is, the greater the chances of getting closer to the top ranks in the search results.
SEO for lawyers: 6 tips for more clients
ADVERTISING AS A LAWYER: STAY OBJECTIVE
As a lawyer, you must remain factual and professionally correct in all advertising. Refrain from lurid statements or irrelevant qualifications. Advertising must never be aimed at individual clients or contain sexual content. § Section 43b BRAO sets clear limits here.
SEO ADVANTAGES FOR SPECIALIST LAWYERS
If you present yourself as a specialist lawyer, you will stand out from the crowd. You target clients who are looking for exactly your specialization – and significantly increase your visibility and ranking on Google.
KEYWORD RESEARCH AS A BASIS
An in-depth keyword analysis shows you what potential clients are really looking for. This allows you to find out which terms are in high demand and have little competition – and you can create targeted content for them.
UNDERSTANDING SEARCH INTENT CORRECTLY
In 2025, it matters more than ever: your content must match your target group’s search intent exactly. Provide exactly the answers your clients expect on every subpage – and more than the competition.
STRUCTURE FOR BETTER VISIBILITY
Your homepage should present your law firm in general terms. You should create separate subpages for each legal field or service. This will create clarity for Google – and for your visitors.
USE LOCAL SEO
Your law firm works locally – so should your SEO. Whether “Lawyer Freiburg residential law” or “Lawyer Freiburg Wiehre”: The more precise your local optimization, the better you will be found locally.
Google Business Profiles & Local SEO: key tool for lawyers
SEO for lawyers. Google Business Profiles for lawyers and law firms.
For effective local search engine optimization, it is essential to set up a Google My Business (GMB) profile for your law firm (now called Google Business Profiles). This profile allows you to link your law firm directly to Google and provide relevant information.
- Make sure you maintain your profile with comprehensive and precise metadata – the more complete it is, the higher your relevance for Google.
- Make sure that you include meaningful images of your law firm in your GMB profile. These visual elements play a key role in creating a positive first impression.
- It is also important to integrate your location consistently in all SEO-relevant areas of your website, including the homepage, the technical metadata and the footer.
Customers who already value our cooperation
Kristian nimmt sich die Zeit, das Unternehmen zu verstehen und kennenzulernen. Er steht jederzeit bei Fragen zur Verfügung. Die Zusammenarbeit mit ihm können wir nur empfehlen!
Vielen Dank für die Optimierung einer unserer Webseiten. Vorher versuchten wir SEO selber zu machen, doch merkten das es schier unmöglich ist bei dem ganzen Daily Business. Herr Trpcevski hat unsere Webseite souverän optimiert und uns klar über die notwendige Maßnahmen aufgeklärt. Wir freuen uns weiterhin mit ihm zu arbeiten!
Lieber Herr Trpcevski,
vielen Dank für Ihre Beratung für lokale Suchmaschinenoptimierung. Die Beratung hat unserem Unternehmen in Freiburg geholfen lokal sichtbarer zu werden. Das komplizierte Thema SEO konnte Herr Trpcevski uns leicht und verständlich rüber bringen.
Vielen Dank für die tolle Unterstützung!!!
vielen Dank für Ihre Beratung für lokale Suchmaschinenoptimierung. Die Beratung hat unserem Unternehmen in Freiburg geholfen lokal sichtbarer zu werden. Das komplizierte Thema SEO konnte Herr Trpcevski uns leicht und verständlich rüber bringen.
Vielen Dank für die tolle Unterstützung!!!
Besser geht es nicht! Wer eine professionelle Homepage wünscht die nicht nur schöne Bildchen zeigen kann, sondern tatsächlich bis in die Tiefe durchdacht ist, ist hier richtig. Schnelle, freundliche und kompetente Beratung, hohe Fachkenntnis und Geschmack. Große Empfehlung!
Herr Trpcevski versteht sein Handwerk. Er kennt sich sehr gut mit SEO aus. Er hat es geschafft, dass unsere Webseite bei Google wesentlich besser gefunden wird, wodurch wir mehr Anfragen erhalten. Aus diesem Grund geben wir ihm gerne 5 Sterne, da wir sehr zufrieden sind, und ihn gerne weiterempfehlen.
Vielen Dank! Die SEO-Beratung von Herrn Trpcevski ist Gold wert! Die Preise sind im oberen Segment, aber definitiv jeden Cent wert. Sie haben uns nicht nur dabei unterstützt, unser Online Marketing zu verbessern, sondern auch dasVerständnis für SEO erweitert und mehr Interessenten auf unsere Webseite gebracht. Wir können SeoGuideline uneingeschränkt weiterempfehlen, wenn Sie nach einer professionellen und effektiven SEO Beratung suchen.
Pirmin Özdemir, Webdesign und Administration @ Hautarztpraxis Dr. Ayse Özdemir
Pirmin Özdemir, Webdesign und Administration @ Hautarztpraxis Dr. Ayse Özdemir
Exzellente SEO-Beratung mit nachhaltigen Ergebnissen!
Wir hatte das Vergnügen die SEO-Beratungsdienste von SeoGuideline in
Anspruch zu nehmen, und sind überaus beeindruckt von der Professionalität und den erzielten Ergebnissen. Mithilfe der Beratung von Herrn Trpcevski konnten wir die richtigen & wichtigen Stellschrauben drehen und unsere Sichtbarkeit innerhalb unserer Stadt Freiburg stark erhöhen. Der Fokus lag primär darauf lokal besser aufgefunden zu werden - und das hat geklappt! Wärmstens zu empfehlen.
Wir hatte das Vergnügen die SEO-Beratungsdienste von SeoGuideline in
Anspruch zu nehmen, und sind überaus beeindruckt von der Professionalität und den erzielten Ergebnissen. Mithilfe der Beratung von Herrn Trpcevski konnten wir die richtigen & wichtigen Stellschrauben drehen und unsere Sichtbarkeit innerhalb unserer Stadt Freiburg stark erhöhen. Der Fokus lag primär darauf lokal besser aufgefunden zu werden - und das hat geklappt! Wärmstens zu empfehlen.
Wir freuen uns sehr, dass SEO Guideline uns bei dem großen Projekt unseres Relaunchs bestens betreut hat. Es fand eine Kommunikation auf Augenhöhe statt. All unsere Fragen wurden ins Detail beantwortet und unsere vielfältigen Anliegen in den gesamten Arbeitsprozess aufgenommen.
Das Team von SEO Guideline hat uns mit top aufbereiteten und maßgeschneiderten Maßnahmenkatalogen bei der Umsetzung beraten und stand uns auch danach noch tatkräftig zur Seite. Auf kurzfristige Fragen wurde sehr schnell, umfangreich und verständlich reagiert.
Das Team von SEO Guideline hat uns mit top aufbereiteten und maßgeschneiderten Maßnahmenkatalogen bei der Umsetzung beraten und stand uns auch danach noch tatkräftig zur Seite. Auf kurzfristige Fragen wurde sehr schnell, umfangreich und verständlich reagiert.
Herr Trpcevski hat mich bei der Beratung für meine Website intensiv betreut. Wir konnten in ausgemachter Zeit ein individuelles SEO Konzept ausarbeiten. 100% Termintreue und Preise laut Angebot wurden verbindlich eingehalten. Leistungen würde ich wieder in Anspruch nehmen.
Kristian takes the time to understand and get to know the company. He is always available to answer any questions. We can only recommend working with him!
Thank you for optimizing one of our websites. We previously tried to do SEO ourselves, but realized that it was almost impossible given all the daily business. Mr. Trpcevski confidently optimized our website and clearly informed us about the necessary measures. We look forward to continuing to work with him!
Dear Mr Trpcevski,
Thank you for your advice on local search engine optimization. The advice helped our company in Freiburg to become more visible locally. Mr. Trpcevski was able to explain the complicated topic of SEO to us in an easy and understandable way.
Thank you for the great support!!!
Thank you for your advice on local search engine optimization. The advice helped our company in Freiburg to become more visible locally. Mr. Trpcevski was able to explain the complicated topic of SEO to us in an easy and understandable way.
Thank you for the great support!!!
It doesn't get any better! If you want a professional homepage that not only shows beautiful pictures, but is actually thought through in depth, this is the right place for you. Fast, friendly and competent advice, a high level of expertise and taste. Great recommendation!
Mr. Trpcevski knows his craft. He is very knowledgeable about SEO. He managed to make our website find much better on Google, which meant we received more inquiries. For this reason we are happy to give it 5 stars because we are very satisfied and would be happy to recommend it to others.
Thank you! Mr. Trpcevski's SEO advice is worth its weight in gold! The prices are on the high end, but definitely worth every penny. They not only helped us improve our online marketing, but also expanded our understanding of SEO and brought more interested parties to our website. We can fully recommend SeoGuideline if you are looking for professional and effective SEO advice.
Pirmin Özdemir, web design and administration @ dermatologist's office Dr. Ayse Ozdemir
Pirmin Özdemir, web design and administration @ dermatologist's office Dr. Ayse Ozdemir
Excellent SEO advice with sustainable results!
We had the pleasure of using SeoGuideline's SEO consulting services
and are extremely impressed by the professionalism and results achieved. With the help of Mr. Trpcevski's advice, we were able to make the right and important adjustments and greatly increase our visibility within our city of Freiburg. The primary focus was on being easier to find locally - and that worked! Highly recommended.
We had the pleasure of using SeoGuideline's SEO consulting services
and are extremely impressed by the professionalism and results achieved. With the help of Mr. Trpcevski's advice, we were able to make the right and important adjustments and greatly increase our visibility within our city of Freiburg. The primary focus was on being easier to find locally - and that worked! Highly recommended.
We are very pleased that SEO Guideline provided us with the best possible support for our large relaunch project. Communication took place at eye level. All of our questions were answered in detail and our diverse concerns were taken into account throughout the entire work process.
The SEO Guideline team advised us on the implementation with well-prepared and tailor-made catalogs of measures and continued to provide us with active support afterwards. Short-term questions were responded to very quickly, comprehensively and understandably.
The SEO Guideline team advised us on the implementation with well-prepared and tailor-made catalogs of measures and continued to provide us with active support afterwards. Short-term questions were responded to very quickly, comprehensively and understandably.
Mr. Trpcevski gave me intensive advice on my website. We were able to develop an individual SEO concept in a timely manner. 100% adherence to deadlines and prices according to the offer were bindingly adhered to. I would use the services again.
Make your law firm visible on Google (3 practices)
CHOOSE LOCAL SEARCH TERMS CORRECTLY
If you want your law firm to be visible locally, you need to know exactly what potential clients are looking for. Terms such as “Fachanwalt Sozialrecht Freiburg” or “Anwalt Mietrecht Wiehre” will bring you qualified visitors. Analyze the search volume, competition and relevance for your location.
ONPAGE-SEO FOR YOUR LAW FIRM
Your website must be clearly structured, easy to read and technically clean. Each page should deal with a main topic – ideally tailored to a specific keyword. Pay attention to clean URLs, meaningful headings, sensible internal links and clear, technically sound content.
OPTIMIZE GOOGLE MY BUSINESS
A well-maintained Google My Business entry (Google Business Profiles) is essential for law firms. Upload professional photos, answer reviews, add opening hours, areas of expertise and location data. This way, you will appear at the top of local searches and on Google Maps – where your potential clients are looking.
Holistic content for your lawyer’s website
The variety of content: Wide-ranging and in-depth preparation
Google prefers websites that deal with topics comprehensively and holistically. This means that, as a lawyer, you should present each of your specialist areas in detail on a dedicated subpage of your website. Comprehensive and carefully crafted texts that are relevant to the topic and informative are particularly recommended.
A clear structure for your content is just as important. This should be supplemented by the use of various media such as images, videos or audio files in order to illuminate the topic in all its facets and make it tangible for the user.
This not only increases the time spent on your site, but also offers added value that underlines your expertise and authority in your specialist area.
In-depth content preparation through targeted keyword research
Thorough keyword research is the foundation for a targeted SEO strategy for lawyers. It makes it possible to identify the most relevant and effective subtopics within a specialist area. Long-tail keywords play a decisive role here.
Example analysis: Keyword research for lawyers
Let’s take the search term “lawyer housing law” as an example, which registers around 8600 search queries per month – an impressive figure.
However, the long-tail keyword “lawyer housing law costs” still has 290 search queries per month. It is therefore advisable to create a specific subpage that focuses precisely on this keyword combination and covers the topic comprehensively.
Interestingly, the probability of generating high-quality leads via such a specific long-tail keyword is often higher compared to generic search terms with a higher search volume.
By creating main pages that target general keywords with high search volumes and subpages for more specific topics, so-called topic silos or content silos are created. These can be linked together through careful internal linking, allowing a topic to be mapped in its full depth – a clever and effective approach!
Possible keywords:
- SEO for lawyers
- SEO for law firm
- Lawyer Internet marketing for lawyers
- SEO for lawyer internet marketing
- Local SEO for lawyers
Are you looking for SEO support for lawyers?
Are you looking for professional SEO support that focuses specifically on the needs of doctors? My expertise is based on successful projects with established companies from Switzerland that benefit from a monthly traffic of over one million visitors. You don’t need an SEO agency for doctors.
I am particularly passionate about local companies that have a significant physical location factor.
It is a personal concern of mine to promote smaller, locally rooted businesses that strive for a strong presence in local search results. I focus on targeted optimization for local search queries to ensure that your law firm is visible exactly where potential clients are searching.
Kristian Trpcevski
SEO expert & lecturer
Kristian Trpcevski
Managing Director
SeoGuideline | SEO & Webdesign
Complete your SEO strategy
Lay the foundation for the perfect SEO strategy with the following packages.