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SEO for Lawyers in Los Angeles

Search engine optimization (SEO) is vital for websites. It’s a digital marketing practice that enhances the quality of your website for visibility on search engine results pages (SERPs). Additionally, SEO is a way to earn high organic search rankings that can lessen your reliance on paid ads.

In the competitive digital markets, legal services also need an online presence. Your law firm should keep up with the marketing trends to stay afloat and get new clients. Lawyers in specific cities such as Los Angeles need SEO to boost their respected online visibility and gain more clients.

SEO for Lawyers in Los Angeles
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There are many lawyers in Los Angeles, and your law firm should be authoritative among them. Your law firm’s website should attract potential clients to make your legal branding known to many. SEO can be a daunting task, but it’s necessary to establish your legal service’s authority.

If you’re not employing SEO strategies for your law firm yet, keep reading to learn about them, how they can help you, and how to improve your own.

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.
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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

Defining SEO for Lawyers in Los Angeles

Google searches are saturated with different topics. The same goes for other search engines like Bing. As many users find valuable content based on their search intent, it can be hard to bring your law firm’s website out there. Targeting specific prospective clients from Los Angeles can even be more complex.

This is how SEO for lawyers comes into place.

SEO for lawyers is also referred to as “law firm SEO” and “legal SEO.” It plays a significant role in your law firm’s website by employing the best optimization practices to help its growth. These practices can also provide strategies that allow your website to attract your target audience in Los Angeles.

Law firm SEO is tailored to your legal service branding. It should understand law practice, including your practice areas. Law firm SEO can be a way to boost your online marketing, which can reach social media platforms.

SEO experts can help you conduct an efficient law firm SEO campaign. They can help improve your site’s search engine ranking, accessibility, and online presence by matching search engine analytics and algorithms. When successful, you can gain beneficial brand awareness that draws potential clients.

Grey Smoke Media can bring more Los Angeles clients to your law firm’s website. Check us out today to learn more about how we can help.

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.

Core Elements of SEO for Lawyers in Los Angeles

SEO can take time to optimize your law firm’s website, particularly when boosting your local search visibility in Los Angeles. It cannot be done in one go because search engines use various metrics and algorithms to index and crawl your site. Below are the core elements used in lawyer SEO for your site’s improvement.

Technical SEO

Web design is a critical aspect of your law firm’s website. This element enables search engines to crawl and index your website. If your web design doesn’t meet the requirements for user experience (UX), it may not be indexed and crawled. As a result, your site may not be able to rank in search engines.

Your website design is the responsibility of technical SEO. This SEO element enhances the technical structure of your site, including page speed, image and text sizes, and navigation links. These factors can impact the UX, which aims to make your website mobile-friendly and easy to use.

Local SEO

Most lawyers serve specific localities. Like them, you operate in a specific locality, the city of Los Angeles. Operating your law firm in Los Angeles means you should be known to the locals to get potential clients. It’s how local SEO can upscale your local Google search visibility.

Local SEO uses distinct patterns in analyzing search engine metrics to determine local search intent. For example, Google can recognize the local search types users make daily. The algorithm’s proximity factor can help in this matter, letting you know what legal services and lawyers are commonly searched in Los Angeles.

Local SEO can also do geo-targeting. It provides geo-targeted keywords to build your local listing profiles that can directly reach your target audience. You can also establish authority by submitting your business to online Los Angeles legal directories.

On-page and off-page SEO

Aside from the technical structure, search engines also use the on-site elements to index your law firm’s website. On-page SEO, also called on-site SEO, concentrates on controllable features inside your website. These features include meta descriptions, internal links, title tags, and URLs. It ensures that these on-site aspects are high-quality.

Features outside your website are factors that you may not be able to control. Off-page SEO, also called off-site SEO, focuses on elements like backlinks, reviews, and social media marketing. They help establish your domain authority (DA) for users and search engines.

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Law practice is complex, and your legal service should be trustworthy enough to gain clients. Your law firm should stand out for credibility and authority in online marketing. This is why links are crucial aspects of your law firm’s website. Even if your website has high-quality structure and content, it can’t be ranked without links.

Link-building is the way to create high-quality backlinks through link acquisitions or natural linking from other websites. High-quality backlinks mean they are authoritative and credible. You can do this through guest posting, link-building tools, and submitting your site to legal directories.

Link-building involves prospecting that finds authoritative links to be acquired and used. Their progress will be monitored through link monitoring. It also does anchor text analyses through keyword research to ensure value to your backlinks. 

Content creation and marketing

Content is one of the backbones of your law firm’s website. It is part of the enticing factors for potential clients to avail themselves of your legal services. Additionally, it’s because links are partnered with it.

Your website content is optimized to make it engaging, readable, and SEO-friendly. It should also be tailored to the search intent of Los Angeles locals. For these reasons, keyword research is necessary for writing and publishing high-quality content. Then, on-page SEO organizes your content for search engine readability.

You can do content marketing through service pages, blog articles, and web pages. They are written based on your landing page needs, topic categorizations, long-form content engagement, and webmaster’s rules for the legal industry. You can also repurpose them for social media marketing to reach more audiences. 

Site metrics and data analyses

A crucial part of lawyer SEO is auditing. These site audits are done to monitor the progress and performance of your law firm’s website in search engines. They use site metrics and data analyses to determine whether the campaign’s status is working.

Based on the data gathered, the audits can provide insights to develop new strategies, retain existing tactics, and amend the lapses. This is how your website is continuously improved.

The Importance of SEO for Lawyers in Los Angeles

Importance of SEO for Lawyers in Los Angeles
Image by Thomas Lefebvre on Unsplash

The core elements of lawyer SEO can drive success to your law firm’s website. When done right, it can even bring long-term growth. Below are reasons why SEO is essential for Los Angeles lawyers like you.

Outrank local competitors

Getting the top spot in search engines is a dream for many websites. Nonetheless, landing on the first page is already an achievement. You don’t necessarily need the top spot because aiming for the first page can bring success similar to the top spot.

First-page visibility on SERPs can help you outrank your local competitors in Los Angeles. More potential clients can see, click, and view your site, putting you ahead of your competitors. Aiming for the top three or five spots on the first page can also bring more significant success.

Increase organic traffic

Landing on the first pages of search engines can boost organic traffic to your law firm’s website. Website traffic is the volume of visitors that view your site to see what legal services you offer. When there’s more organic traffic, there can be more click-through rates and conversions.

Click-throughs are the number of users that clicked your website, while conversions are prospective clients that were enticed to avail themselves of your legal services. The former can help you understand user behavior by determining persuading factors that lead to the latter.

Establish online presence

First-page visibility and high organic traffic can establish your respected online presence. A respected online presence is crucial for Los Angeles lawyers like you because it can bring legal brand awareness to your service. By employing the right strategies for lawyer SEO’s core elements, an online presence that can grow your business is achieved.

Build local legal authority

Online presence for your law firm’s website isn’t respected without authority. Your law firm should have this to establish local legal authority among Los Angeles lawyers. As a result, this can build your potential clients’ trust in you and your service.

It can also create more repeat clients for your service. Aside from internet marketing, word of mouth can help your legal service gain more potential clients in Los Angeles.

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Tips To Improve SEO for Lawyers in Los Angeles

Build Legal Authority
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SEO for Los Angeles lawyers can be time-consuming. There are many things to be considered in the optimization process. To help you out, below are tips to ease and improve your legal SEO marketing.

Do comprehensive keyword research

Keyword research is finding and assessing search terms from search engines. It is a process where you gain insights about search intent globally and locally. Keywords can also be essential for users to see your content on the first page of search results.

Keywords have four types of search intent, which are transactional, navigational, informational, and commercial. 

  • Transactional – Users look for stuff they want to purchase digitally.
  • Navigational – Users search for specific websites they want to browse or learn more information from.
  • Informational – Users find content based on what they want to know (e.g., how-tos, educational content).
  • Commercial – Users search for products or services they want to purchase but are still thinking about buying. You can use commercial keywords to promote your legal services.

You should find keywords relevant to your legal service in keyword research. Including geo-targeting also helps determine local search intent regarding legal services in Los Angeles. 

Write high-quality content

After keyword research, you can start writing the content you intend to publish on your law firm’s website. Here, you will put the keywords and create content based on the search intent types. You should make them engaging, understandable, and SEO-friendly.

Align your content based on your legal service and the local search intent in Los Angeles. You also have to incorporate high-quality and authoritative backlinks to make it credible. 

Improve the website design

Do regular checking of your website design. Put yourself in users’ shoes and try to navigate your site thinking you’re a visitor. Ask yourself if it’s easy to use and mobile-friendly. Are you satisfied with the browsing experience?

If not, restructure your website. Pay attention to details such as image and text sizes, content organization, and navigation buttons. Ensure that they’re user-friendly and can entice potential clients to boost conversions.

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Use Google My Business, Yelp, or Bing Places

Google My Business, Yelp, and Bing Places are search engine business tools that manage your law firm website’s online presence. Using these, you can submit your business information for verification. You may also edit your business profile to update your local clients. 

Including these platforms in your SEO marketing can increase brand awareness, organic traffic, and conversions toward your service. They can also allow you to manage your site’s engagement data to develop fresh and relevant strategies for search results visibility.

Take advantage of multi-platform distribution

Content marketing can allow multi-platform distribution. This strategy means that you can repurpose your content for different channels to reach more target audiences. You can do this by publishing infographics and short videos, making podcasts, and leveraging the marketing potential of social media platforms.

In social media marketing, you can use hashtags, Instagram stories, posts, highlights, and TikTok’s short-form video style. These can help your legal service gain more traction in Los Angeles’ local search. Content repurposing can also make your respected online presence high.

Use SEO tools or hire local lawyer SEO experts

If your business has the capacity, you can do manual SEO. In manual SEO, you use SEO tools to create and monitor marketing strategies employed in your law firm’s website. These tools can have link-building, keyword research, content optimization, and on-page and off-page SEO. Some can offer comprehensive all-in-one lawyer SEO packages.

You can hire local lawyer SEO experts if you don’t have the time to do manual SEO. These experts specifically specialize in optimizing legal websites. They can help you save time, ensure the best results, and focus on your law firm’s law practice.

Finding a seasoned lawyer SEO expert can be daunting. Regardless, it’s necessary to guarantee that you work with local SEO services with credible and authoritative experience.

Here’s what to look for in local lawyer SEO experts:

  • Recognized legal SEO expertise – Local lawyer SEO experts should be knowledgeable not only with SEO but also with legal services and their practice areas. This aspect ensures that they know the workaround of online legal marketing.
  • Transparent, reliable, and accountable – Local lawyer SEO experts should be transparent with their services, reliable in communicating, and accountable for potential mistakes.
  • Proficient pricing – Local lawyer SEO experts don’t have a fixed price. Their individual pricing varies based on the needs of your website. Ensure that their pricing is reasonable and offers trustworthy proficiency. 
  • Case studies, citations, and client reviews – These are written proofs of a local lawyer SEO expert’s expertise and performance from former clients and legal SEO campaigns they made.

You should expect to pay for both local lawyer SEO tools and experts. Assess your capacity and choose what’s best for you. If you choose a local SEO service, contact Grey Smoke Media today, and we’ll be glad to help. 

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”

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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.

Expand Your Legal SEO Strategies With Grey Smoke Media

Los Angeles lawyers like you compete in the same digital market to get clients. The internet marketing landscape can be tricky and daunting for legal services. Thanks to SEO, these worries can be eased. SEO for lawyers in Los Angeles is there to help.

Lawyer SEO has many layers to work with, but it’s essential to make your law firm successful. It’s not just about online presence and search engine visibility but also establishing yourself as a trustworthy law firm in Los Angeles.

Upscale and expand your law firm website’s optimization with a trustworthy lawyer SEO expert. Our premium SEO that leads results beyond the digital law firm marketing might be the right one for you. 

Visit Grey Smoke Media today to learn more about how we can bring your legal service to the top in Los Angeles.

FAQs on SEO for Lawyers in Los Angeles

Aside from ensuring legal expertise, case studies, citations, and client reviews, you can look for their portfolio of accomplishments. Verify them by checking their previous clients’ legal industry credibility and authority in Los Angeles.

SEO is essentially a part of digital marketing and vice versa. SEO differs from other internet marketing techniques because it focuses on landing your law firm’s website on search engine results pages (SERPs). Other digital marketing tactics focus on expanding your reach to the target audience on social media platforms.

Webmaster’s guidelines for search engines such as Google and Bing can change from time to time. You should check them regularly to ensure that your legal SEO campaign continues to abide by the rules. Following the webmaster’s guidelines prevents any potential violation your website may have.

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