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SEO Experts for Law Firms

There are many websites across the world wide web, each of which aims for a respected online presence. Your law firm is no exception in these competitive markets.

Legal websites like yours also use search engine optimization (SEO) to gain visibility on search engine results pages (SERPs). 

The global legal industry is expected to grow to 860 billion USD in 2023. With the legal services market thriving three years after the pandemic, your law firm needs SEO, too. This digital marketing strategy can boost your social media branding to get new clients.

SEO Experts in Law Firm
Image by Dylan Gillis on Unsplash

The global legal industry is expected to grow to 860 billion USD in 2023. With the legal services market thriving three years after the pandemic, your law firm needs SEO, too. This digital marketing strategy can boost your social media branding to get new clients.

You may think that general marketing services can help you. They can, but they may also not be enough. In this case, marketing efforts from a seasoned law firm SEO expert may be the better option.

If you’re not working with a law firm SEO expert yet, keep reading to learn about them, how they can help you, and how to find the right one.

End to End Solutions for
Law Firms

Grey Smoke Media is North America’s only full-service legal marketing firm, offering:

Media Buying

radio, tv, Out of Home

Digital Marketing

with a heavy focus on SEO

Content Production

Reputation Management

Management Consulting

We elevate law firms to the highest echelon through a multi-pronged, unified approach.
Jordan Power

Our Results

Grey Smoke
Media grew an
injury firm

from less than
30 employees

to over
350 employees

Tripled a divorce
firm’s traffic in just

11 months

3 xgrowth

Our agency has
handled international

for over
$3 billion in class action lawsuits.

Our agency has
negotiated legal ad

with over
100different publishers across North America.

Grey Smoke Media has
negotiated brand
partnerships between law
firms and major sporting franchises such as

Our founders
have provided
to over

television and radio
stations, podcasts, and
newspapers globally.

They have given speeches
on digital marketing to over

How does law firm SEO work?

Users make many Google searches daily. Among these searches can be legal services. With many customers availing of online legal services, law firm SEO plays a vital role in law firm websites.

Law firm SEO can also be called “legal SEO,” or “lawyer SEO.” It is the practice of optimizing your law firm website for search engine visibility.

Optimizing your website for search engines can improve its online presence. A boosted online presence can bring organic search results that help you obtain more prospective clients.

Law firm SEO is generally responsible for your online legal marketing. It ensures your website lands on the first page of SERPs. It also involves SEO strategies that match Google analytics and algorithms to rank your site.

When done efficiently, a law firm SEO campaign improves your legal service’s online marketing and search engine rankings for brand awareness and client acquisition.

Contact us at Grey Smoke Media today to learn more about how we can help.

Elements of Law Firm SEO

Law firm SEO employs different techniques for your digital marketing. It brings good results when done right. Below are the ranking factors of law firm SEO in driving success to your legal website.

Website optimization

This includes technical and on-page SEO. Technical SEO refers to your law firm website’s technical structure, such as navigation links, images, and text sizes. These elements in your website design affect page speed, impacting user experience (UX).

UX is the process of designing users’ experiences on websites. It makes your website mobile-friendly and easy to use. Technical SEO addresses this aspect to provide client-enticing purposes for your legal services.

On-page SEO, also called “on-site SEO,” is an SEO strategy that optimizes your law firm website’s content, including title tags, internal links, meta descriptions, and URLs. It differs from off-page SEO because the latter focuses on elements outside your site (e.g., backlinks).

Local SEO

Local SEO is critical to law firm SEO. Since most legal services operate in specific localities, it’s necessary to include legal marketing to ensure online presence in local search areas.

This strategy has different patterns in analyzing search engine metrics. For example, Google can recognize what type of local searches are being used by users. This is because of the algorithm’s proximity factor that can determine local search intent.

Reaching your target audience means geo-targeting. Local SEO optimizes your law firm website with geo-targeted keywords to build local listing profiles. Yelp, Bing Places, and Google My Business can help your service attract clients. You can also submit your information to legal directories.


Links are essential to SEO. Even with high-quality content, search engines can’t rank your page without them. Link-building is an SEO method that creates high-quality backlinks for your law firm’s website. Additionally, it can allow other websites to link to your page naturally.

Building links for your site involves prospecting and monitoring. Link prospecting is finding authoritative links. Link-building is when these links are acquired and used. Finally, monitoring happens to track its progress and see how it’s affecting your site.

Link-building also conducts anchor text assessments through comprehensive keyword research. High-quality anchor texts can add value to backlinks to establish high domain authority (DA). For your legal website, it’s necessary to distinguish your credibility and trustworthiness. 

Content marketing

Website content is a significant aspect of law firm SEO. Naturally, high-quality backlinks are housed with high-quality content. 

High-quality content means it’s engaging, understandable, and law firm SEO-friendly. You can do this through content marketing by making service pages, web pages, and blog articles. Each piece of content is optimized with keyword research that targets search intent.

Including search intent in content marketing priorities helps you find relevant, long-tail, and valuable geo-targeted keywords. With these quality keywords, search engines can rank your website highly.

Aside from keywords, the content itself has to be well-written and organized. Content marketing for legal websites includes the following:

  • Landing page types you need
  • Creating topic divisions
  • Writing long-form content with engaging details
  • Webmaster guidelines for the legal industry

On-page SEO is also significant in content marketing. It organizes your content for better readability for search engines and searchers.

Grey Smoke Media
in the Press

Jordan Whelan, a spokesperson for Diamond Lawyers and president of public relations agency Grey Smoke Media, told the Star Thursday night that “after consulting with counsel, we will be appealing the decision.”

Having worked with many brands in Canada, however, Jordan Whelan, president of Toronto-based Grey Smoke Media, doubts that his clients would embrace a programmatic exchange for podcast ads.
“Media buyers and marketing companies don’t want to stray from what’s working,” he said. As a media buyer for major Canadian brands, Whelan said that many are skeptical compared to similar media, such as radio.

I spoke to Jordan Whelan, Toronto Media Buyer at Grey Smoke Media and client of mine, who builds customized media campaigns. According to him, “ I’ve tested campaigns on Twitter that received more clicks but resulted in low conversions. Facebook capitalized on user psychology in a way that reached your target customer, despite the higher CPC.”

Featured in The Toronto Star

“‘We’ll get a client a media hit in a major news outlet and then also parlay that into getting them on page one of Google,’ he says, collaborating with search-engine-optimization experts in tandem.”

Read the full feature here >

Political clients (say John Tory for Mayor campaign) and leading law firms, including Personal Injury
Powerhouse and Diamond & Diamond Lawyers, trust Grey Smoke Media.

What are Law Firm SEO experts
Image by Myriam Jessier on Unsplash

What are law firm SEO experts?

Law firm SEO experts are SEO specialists that optimize your legal service’s website. They can also be SEO agencies that serve legal SEO.

These experts are the ones responsible for helping you build efficient SEO strategies. They can be SEO writers, technical SEO specialists, link-building professionals, or a marketing agency that has it all. Their services involve the elements of law firm SEO that follow webmaster guidelines of search engines like Google and Bing.

It’s noteworthy to know that they also have expertise in law practice. They should know about the legal industry and its practice as they optimize legal websites. This is how they can bring organic search results and prospective clients to your law firm’s website.

We at Grey Smoke Media have all these and more to help you build an effective SEO strategy for your law firm. All you need to do is check us out today.

The Marketing Agency of Canada’s Largest Personal Injury Firm


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Importance of Law Firm SEO Experts

Doing a manual legal SEO campaign for your website can be time-consuming. This is how law firm SEO experts can help. You can also lessen your reliance on paid ads through them.

While they manage your website, you can focus on other aspects of your legal practice. Below are the other reasons why they’re necessary for your online legal services.

Drives positive publicity

Legal SEO experts can drive positive publicity to your law firm’s website. They can build digital marketing strategies that suit your legal practice branding. They can help your law firm gain authority by optimizing your website through proficient content marketing, link-building, and technical and on-page SEO.

When your law firm gains positive publicity, more prospective clients can view and avail themselves of your legal services. As a result, you can gain more sales, and more people will know about your company.

Increases organic website traffic

With efficient SEO strategies, law firm SEO experts can increase your site’s organic traffic. Website traffic is the volume of users that visit and view your page. Your website can have significant search engine visibility when you get high organic traffic. This can also mean that you have established your brand exposure.

Creates more click-through and conversion rates

Increased organic traffic can create more organic click-through and conversion rates. Click-through rates refer to the number of users that clicked your website in search results. Meanwhile, conversion rates are the volume of prospective clients enticed to do an action on your site.

Click-through rates are essential because they can help you understand user behavior. The technical structure of your site can influence them the most. These click-throughs allow you to determine persuading factors and see what’s working for your page.

Attracts new opportunities

A successful legal SEO campaign can attract new partnerships or networking opportunities. This means your law firm website has become authoritative enough that big businesses are looking for opportunities to partner with you. With this, you can gain more new clients.

When your company gets new opportunities, you can enjoy high brand exposure. More opportunities can also attract more potential clients. This is how you can make your legal services digitally successful.

Multi-platform content distribution

Content marketing has various ways of making your legal website visible in search engines. Your website content can be repurposed for other means to boost brand awareness. This enables a multi-platform content distribution where your website can have infographics, email marketing, or social media marketing.

Having more marketing mediums can deliver your content across social media outside search engines like Google and Bing. Not only do these increase your authority, but they can also bring your service new clients. More platforms can generally increase your brand exposure. Additionally, this marketing tactic is ideal for local SEO.

Data-driven tracking

Law firm SEO experts may use SEO tools to monitor the campaign’s progress. It involves site metrics and data assessments that show how your website’s backlinks, content, and on-page SEO are performing. This data-driven tracking provides insights into what’s working and what’s not. 

As a result, law firm SEO companies strategize new plans from the data acquired to enhance existing ones or modify the lapses.

“Marketing tactics of the
elite class”

How to find right SEO experts for Law Firms
Image by Merakist on Unsplash

How To Find the Right SEO Experts for Law Firms

For every SEO expert, transparency, reliability, and accountability are observed. These traits are critical to a law firm SEO expert’s work ethic. You are paying for their service, so you should demand proactive assistance that provides reliable communication.

Transparency is when the legal SEO expert tells you everything about their service. It means that every inquiry is answered with honesty and directness. You shouldn’t need to repeat yourself and chase them to tell you everything you need to know. A transparent legal SEO expert proactively tells you everything and answers your questions diligently.

Reliability refers to good communication. Law firm SEO experts should always communicate with you about the status of the SEO campaign. You can know their reliability the moment you reach out to them. They should provide the necessary details and let you question what needs clarification.

During the SEO campaign, the expert should be able to tell you any potential change or lapse that may occur. From this, you should be free to provide feedback. They should listen to you attentively and take notes. At the same time, both of you should be able to agree and disagree with each other to develop better strategies.

Accountability centers on legal SEO experts’ recognition of their responsibilities. They should own up to possible gaps and quickly create new plans to get back on track. You shouldn’t be left thinking about what went wrong and how these mistakes can be fixed.

Our Testimonials

“Grey Smoke Media is exceptional and in a league of its own. Jordan has played a pivotal role in our explosive growth over the past decade. His raw creativity is inspiring.”

Jeremy Diamond
Senior Partner,Diamond and Diamond Lawyers

“Grey Smoke Media took me from 50 keywords on page one to over 250, more than doubling my traffic, in just 8 months. They are more than an agency. They are a business partner that I can depend on at 10pm on a Sunday. Their work is beyond reproach.

Barry Nussbaum
Owner of Nussbaum Family Law

“In short, Grey Smoke Media is outstanding. We came to them with a reputation management problem that two other agencies failed to solve and they had a custom plan to us in 24 hours. They played an enormous role in our 2021 revenue rebound and we are forever grateful.”

publicly traded pharmaceutical company

“Fantastic work”

Thomas Grajek
Criminal Defense Attorney

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We have secured links for our clients on some of the largest media outlets in the world. This marriage of traditional PR outreach and SEO has resulted in an indisputable and inimitable advantage for our clients.

Efficient pricing

Working with a legal SEO expert comes with a price. Expect to pay for their services, depending on what they cover and offer. With this knowledge, you should prepare your budget expectations and allocate SEO finances based on your website needs.

Take note that SEO experts have no fixed price. SEO pricing is based on content creation and marketing, link-building, keyword research, and auditing. Whether you need one or all of them, you should find efficient experts with whom you get value for what you’re paying. 

This efficient pricing ensures that you receive proactive and ideal results. These results should reflect your return on investment (ROI), where you benefit from SEO expenses. With this, you obtain a good amount of profit from the success of the SEO campaign.

Evaluate case studies and reviews

Case studies and client reviews are crucial to a law firm SEO expert’s credibility. These are written proofs that showcase their SEO proficiency and aptitude. If you can’t find any, it’s a sign to drop the expert you’re currently viewing.

Case studies are detailed research records of a legal SEO expert’s performance. They create these to present something from their previous work and what they’ve done to it. For example, they write a case study about a challenging legal SEO problem from one client and provide insights on how they solved it.

These records are overviews of a legal SEO expert’s skills and expertise. It helps you know what processes they do in their SEO campaigns. You can learn about what it’s like to work with them and their strengths and weaknesses. At the same time, you gain ideas about potential problems your SEO campaigns may encounter. 

Client reviews are written experiences of previous law firms that worked with legal SEO experts. Their experiences show how a legal SEO expert helped or disappointed them. However, it’s essential to check their legitimacy because not all are trustworthy. 

Reading and evaluating case studies and client reviews can be time-consuming, but this is to ensure that you get and work with the right experts.

“Legal marketing powerhouse”

Build an Efficient Legal SEO Strategy With Grey Smoke Media

SEO experts for law firms are essential SEO services for your online legal services. They are vital for your legal and digital marketing success. If you’re not working with a law firm SEO expert yet, it’s time to find one to help you achieve the success you’ve been waiting for.

Look no more because a law firm SEO service like Grey Smoke Media can help your law firm’s marketing. We offer premium SEO to drive your website’s branding beyond media exposure. Visit us today to upscale your legal marketing.

FAQs on Law Firm SEO Experts

SEO can take three to six months to show results. In general, it depends on your campaign and the strategies used. For example, one method can deliver results faster than an all-in-one SEO strategy.

Law firms need an online presence to gain clients. Your law firm has legal services that people might be looking for daily. They have to see you on search results and remember your branding.

Legal practice is unlike other fields. SEO experts for law firms must be knowledgeable about it because it’s the basis of appropriate online marketing strategies.

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