SEO for lawyers: how law firms get found on Google and recommended by AI
Lawyer SEO means making your firm the clear answer when people search for legal help near them. Build one page per practice area and location you serve, complete your Google Business Profile, show each lawyer's credentials, earn genuine reviews within your law society's rules, and keep details consistent.
How people look for a lawyer
People search by problem and place: "wrongful dismissal lawyer Vancouver", "how much does a divorce lawyer cost in Toronto". Many now ask an AI assistant first. Firms with clear, specific pages for those questions are the ones named.
The law firm SEO plan
- One page per practice area, explaining who it's for, the typical process, timelines and how fees work, in plain language.
- A page for each lawyer: bar admissions, years in practice, languages and practice areas.
- A complete Google Business Profile with the right category, hours and real photos.
- Consistent firm name, address and phone on your site, profile and legal directories.
- Structured data (LegalService or your firm type, FAQPage) so details are read reliably.
- Genuine client reviews where your rules allow, with careful, confidential replies.
- Weekly measurement of positions and AI mentions for your key practice areas and city.
Professional rules to respect
Law societies and bars regulate lawyer marketing: claims of specialization, testimonials, guarantees of outcomes and comparisons often have specific rules. Check your law society's marketing rules before publishing, and never disclose client information in a review reply.
AI visibility for law firms
Assistants answering "who's a good employment lawyer in Vancouver?" name a few firms based on the pages they read: firm sites, legal directories, reviews and news. Clear practice-area pages and consistent, verifiable credentials make your firm easier to name.