Legal keywords cost $150+ per click. Rank organically instead.
The law firms dominating local search aren't just buying ads. They have deep practice area content that meets Google's YMYL standards, strong entity presence, and technical SEO that satisfies E-E-A-T requirements. Our AI agents audit all of it — 21 phases, 300+ checks — and build what's missing.
Free · No credit card · Results in 10 minutes
Law firm SEO is a different game. Most firms are losing it.
You're overspending on keywords that should be organic
"Personal injury lawyer [city]" is one of the most expensive keywords in Google Ads — $150+ per click in competitive markets. A single first-page organic ranking for that keyword delivers massive value every month without the ad spend. We build the technical foundation, content depth, and authority signals that get law firms ranking organically.
See your organic potential→Google holds legal content to a higher standard
Legal content is classified as YMYL — Your Money or Your Life. Google's quality raters apply stricter criteria to legal pages. Every practice area page needs demonstrable expertise, clear attorney authorship, proper citations, and trustworthy presentation. Generic content that any freelancer could write gets filtered out.
Check your E-E-A-T compliance→You practice in 4 areas but only rank for 1
Multi-practice firms often have strong rankings in their founding practice area but struggle in others. That's a topical authority problem. We map the semantic relationships between your practice areas, identify where content depth falls short, and build the topical clusters that convince Google you're authoritative across everything you practice.
Audit your practice areas→Prospective clients Google your name and find nothing
When a potential client searches your firm's name, Google should show a Knowledge Panel with your practice areas, location, reviews, and key information. If it doesn't, you're losing trust before the first phone call. We audit your entity presence across Google, Wikidata, and legal directories, then build the signals that trigger your panel.
Check your brand SERP→Before Agentic Local SEO vs. After for law firms
Five shifts that turn an invisible practice into a case generation machine.
GBP listing with wrong categories, no attorney photos, no posts
GBP fully optimized with practice area categories, attorney photos, weekly posts, Q&A
3 thin practice area pages — "We handle personal injury cases. Call us."
18 deep practice area pages with E-E-A-T signals, attorney bylines, case law citations, FAQ schema
23 reviews, 3.9 stars, negative reviews unanswered
Review system generating 5+ reviews/month with professional response templates per practice area
Invisible on ChatGPT, Perplexity, Google AI Overviews for legal queries
Appearing on 3-4 AI platforms when potential clients ask for lawyer recommendations
No Knowledge Panel, no Wikidata entity, no bar association structured data
Knowledge Panel active with practice areas, firm entity in Wikidata, attorney entities established
Premium agency depth. Built for legal.
Not a generic audit with legal keywords pasted in. Every phase is calibrated for how clients search for attorneys, how Google evaluates YMYL legal content, and how AI platforms recommend law firms.
21-Phase Law Firm SEO Audit
Technical SEO, GBP, AI visibility, E-E-A-T compliance, backlinks, reputation, entity audit, Knowledge Panel — 300+ individual checks calibrated for legal.
Dual Scoring Framework
LOCAL-IMPACT (60 items, 8 dimensions) + SERP-TRUST (50 items, 5 dimensions) = your SEO Health Index. Know exactly where you stand vs competing firms.
Priority-Ranked Action Plan
Every issue ranked by Impact × Feasibility. Quick wins first. 30-day, 90-day, and 6-month roadmaps so your marketing team knows exactly what to execute.
Deployed Client Report Site
Not just a PDF. A live micro-site with your scores, findings, and recommendations you can share with partners, marketing staff, or firm leadership.
What a legal SEO audit actually covers
Law firm SEO has specific requirements that generic audits miss entirely. E-E-A-T, YMYL compliance, entity presence, multi-practice authority — we check all of it.
Local SEO & GBP
Firm categories, practice area attributes, office photos, attorney profiles
Topical Authority
Building depth across multiple practice areas without diluting authority
Brand SERP
Knowledge Panel presence, attorney entity building, firm name search results
Content Audit
Practice area pages, attorney bios, case results, blog content quality
AI Visibility
How your firm appears in ChatGPT and AI Overviews for legal queries
Entity Audit
Firm and attorney entities in Wikidata, legal directories, bar associations
Backlink Profile
Legal directory links, bar association citations, local business links
UX & CRO
Contact forms, click-to-call, consultation booking — converting visitors into consultations
Plus 13 more phases covering technical SEO, on-page optimization, content gaps, keyword gaps, speed, social media, voice search, accessibility, penalty checks, and multi-location.
From URL to ranked in four steps.
Submit your firm details
5 minutesWebsite URL, location, practice areas, and your top competitors. If you don't know who's outranking you, we'll research and identify them automatically.
AI agents run the full 21-phase audit
30-60 minutes172 AI agents analyze your site, GBP, reviews, E-E-A-T signals, entity presence, Knowledge Panel status, AI visibility, and content depth — in parallel.
Review your scores, findings, and action plan
Same day21 individual phase reports, dual scoring (LOCAL-IMPACT + SERP-TRUST), priority-ranked issues, and a deployed micro-site you can share with partners or marketing staff.
Fix what matters first — or let us do it
OngoingFollow the priority roadmap yourself, hand it to your marketing team, or let us handle it. We offer done-for-you website builds, content writing, and authority building for law firms.
Mid-size PI firm. Two practice areas. Page 3 on Google.
A personal injury and family law firm with 8 attorneys and a solid reputation — but zero organic visibility. They were spending heavily on PPC and getting diminishing returns.
- Practice area pages were thin — 200 words of generic legal information with no E-E-A-T signals
- No attorney bio pages with structured data, bar admissions, or case experience
- GBP had wrong primary category and was missing practice area attributes
- Zero schema markup — no LegalService, no Attorney, no FAQ, no Review
- AI crawlers (GPTBot, ClaudeBot, PerplexityBot) blocked in robots.txt
- No Knowledge Panel despite 15+ years in practice
- 18 practice area pages with attorney bylines, case law citations, and FAQ schema
- Attorney bio pages with LegalService schema, bar associations, and case results
- Full GBP optimization — categories, attributes, photos, weekly posts, Q&A
- Entity presence in Wikidata, legal directories, and bar association listings
- AI-citable answer blocks on every practice area page for ChatGPT/Perplexity
- Review generation system with practice-area-specific response templates
“We were spending heavily on PPC with diminishing returns. After the audit, we redirected that budget to organic. Within 90 days we had 19 keywords in the top 10 and our cost per lead dropped significantly. The AI visibility piece was something no other agency had even mentioned.”
— Managing Partner, PI & Family Law Firm
The keywords that generate cases. Not vanity traffic.
Every keyword below represents someone actively looking for legal help — the kind of search that turns into a consultation.
Emergency & Criminal
High-Value Injury
Family & General
Three ways to work with us. All built for legal.
Law Firm SEO Audit
48-72 hoursFull 21-phase audit of your firm's online presence. E-E-A-T compliance scoring, competitor comparison on every finding, Knowledge Panel status, and a deployed micro-site you can share with partners.
- ✓21 phase reports (PDF)
- ✓LOCAL-IMPACT + SERP-TRUST scores
- ✓E-E-A-T & YMYL compliance check
- ✓AI visibility across 5 platforms
- ✓Deployed client micro-site
Legal Website Build
10-14 daysResearch-backed, SEO-optimized website built specifically for your firm. Practice area pages with E-E-A-T signals, attorney profiles with entity markup, and content that meets YMYL standards.
- ✓Full keyword + entity research
- ✓E-E-A-T compliant practice area pages
- ✓Attorney + LegalService schema
- ✓AI-citable answer blocks
- ✓Deployed with CWV optimization
Monthly Authority Building
OngoingContinuous content publishing, legal directory link building, attorney entity optimization, and monthly ranking reports by practice area. Build the authority that compounds over time.
- ✓Monthly content calendar
- ✓Legal directory outreach
- ✓Attorney entity building
- ✓Review generation system
- ✓Monthly ranking reports by practice area
Legal SEO is changing faster than most firms realize.
Google AI Overviews now answer legal queries directly
When someone searches “what to do after a car accident,” Google increasingly shows an AI-generated answer above the traditional results. The firms whose content gets cited in those answers capture massive visibility. Firms without structured, authoritative content are invisible.
Potential clients ask ChatGPT for lawyer recommendations
AI platforms favor firms with strong review profiles, entity presence in Wikidata and legal directories, and content structured for easy extraction. The window to get ahead of competing firms on AI search is still open — but it's closing fast.
YMYL standards are tightening — generic legal content is being filtered
Google's quality raters are applying stricter E-E-A-T criteria to legal content. Pages without clear attorney authorship, proper citations, and demonstrable expertise are losing rankings to firms that invest in genuine authority signals.
SEO for other industries
What law firms ask before they start.
How is this different from the SEO our current agency does?+
Most agency audits check 15-20 things. Ours runs 21 full phases with 300+ checks — including E-E-A-T compliance scoring, AI visibility across 5 platforms, Knowledge Panel audit, entity presence, and topical authority across all your practice areas. Plus dual scoring frameworks so you know exactly where you stand.
We practice in 4 areas — can you build authority across all of them?+
Yes. Multi-practice authority is one of the hardest challenges in legal SEO and one of our core capabilities. We map the semantic relationships between your practice areas, identify where content depth falls short, and build topical clusters that establish authority across every area you practice.
What does E-E-A-T compliance actually mean for our content?+
Every practice area page needs clear attorney authorship, proper legal citations, demonstrable experience with case types, and trustworthy presentation. We audit every page against Google's YMYL quality guidelines and score your E-E-A-T signals against the top-ranking competitor for each practice area keyword.
How do you help with Knowledge Panel and entity presence?+
We audit your firm's entity presence across Google Knowledge Graph, Wikidata, legal directories, bar associations, and other knowledge bases. Then we build the structured data and entity signals that trigger a Knowledge Panel for your firm name — and eventually for individual attorneys.
What AI platforms do you check?+
Google AI Overviews, ChatGPT Search, Perplexity AI, Google Gemini, and Bing Copilot. We test whether your firm appears when someone asks each platform for lawyer recommendations in your area and practice areas.
Can you help a solo practitioner, or is this only for large firms?+
Both. Solo practitioners get the same 21-phase depth. The difference is scope — a solo attorney focuses on 1-2 practice areas with one location, while a multi-attorney firm needs content differentiation, multiple attorney entity pages, and potentially multi-location optimization.
Stop paying $150 per click for traffic you should own. Start ranking organically.
Start with a free audit. In 10 minutes you'll know exactly where your firm ranks, where it doesn't, and what it'll take to change that. The report is yours whether you work with us or not.
Free · 10 minutes · No commitment