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SEO for Employment Lawyers

Law firms and lawyers used to rely on personal relationships and word-of-mouth to bring in new clients. However, with the growth of technology and the rise of digital marketing, law firms have been using a more effective way to attract new clients.

Nowadays, potential clients search for lawyers and legal services online. Most of them use their mobile phone when looking for information. According to Statistica, more than half of organic search engine visits in the US are from mobile devices.

SEO for Employment Lawyers
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For this reason, digital marketing is crucial in promoting your employment law firm and legal services. It can help you reach the right customers and increase your brand awareness.

Through digital marketing, more people can discover your employment law firm. It is also a more sustainable long-term marketing strategy than just relying on word-of-mouth and referrals.

Many marketing experts use SEO campaigns to promote employment law firms and legal services. SEO is vital in digital marketing as it makes a website more visible to generate more traffic and opportunities to convert customers.

Furthermore, your website has to provide value, appear well-designed, and be user-friendly in order to appear on the first page of the Google search result page. SEO can help you optimize your website to increase visibility and generate traffic.

Keep reading the article to learn more about SEO for employment lawyers and how it works.

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

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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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Grey Smoke
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Tripled a divorce
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Our agency has
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Our agency has
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Grey Smoke Media has
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Our founders
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They have given speeches
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SEO for Employment Lawyers

SEO is a valuable tool for employment law firms to boost their brand awareness, make themselves trustworthy, and build relationships with clients.

Search engine optimization or SEO for employment law firms is the process of ranking your law firm website for any employment law-related keywords. So when people search for “wrongful termination lawyer,” your website will appear on the first search engine results pages (SERPs).

As a result, you get organic traffic from Google and other search engines. It will be a great marketing channel to attract new clients. Furthermore, this allows you to focus more on your law practice instead of getting more clients for your firm.

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.

The Importance of SEO for Employment Lawyers

Organic search traffic from local SEO is a vital marketing channel for employment law firms and lawyers who want to grow their practice area. Aside from referral from a family member or friend, potential clients search for employment lawyers or legal services on search engines such as Google and Bing.

However, SEO for lawyers is a complicated matter, especially for someone who isn’t an expert in digital marketing. Investing in legal SEO services or hiring an SEO agency to do the work is an excellent idea.

Many law firms, including employment law firms, invest in SEO to optimize their website and boost their online presence. 

Therefore, looking for a credible and reliable SEO company is vital to ensure your law firm’s marketing is successful.

Visit Grey Smoke Media today to find out how we can accelerate your growth.

How SEO for Lawyers Works

Most people use Google to look for information and business, including legal services. It is more convenient for them to use their mobile phones when searching for answers to their problems.

With SEO, your law firm gets more chances to be found by people searching for an employment lawyer or services you offer.

Furthermore, SEO makes your website easy to scan and read by search engine algorithms. That way, your website will more likely appear to the right user.

An effective SEO strategy implements various tactics, tools, and methods to boost your search engine ranking and visibility.

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Benefits of Employment Law Firm SEO

Benefits Employment Law firm SEO
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An effective SEO strategy is necessary for employment law firms to improve their digital marketing campaign. Employment lawyer SEO offers several advantages, which makes it one of the most effective marketing strategies for lawyers.

Here are some benefits of employment law firm SEO.

Drive organic traffic

SEO focuses on improving your employment law firm’s website’s Google ranking and generating organic traffic. SEO campaigns aim for your website to rank high in search engines and generate organic visitors.

Employment lawyers can optimize their website for the keywords or search terms people use to look for their legal services. For example, people use “employment lawyer,” “wrongful termination,” or “employment attorney near me” to look for an employment lawyer that can help them.

Furthermore, SEO is a cost-effective marketing tactic as you aim for organic or unpaid marketing. Therefore, you don’t have to spend much money to get results.

Convert traffic into leads

A solid SEO strategy will drive traffic to your website and convert that traffic. Your SEO strategy must include calls-to-action, call buttons, optimized web copy, and form fill to encourage users to contact you.

You must also include lead generation in your SEO campaign so that you can see a direct return on your investment.

If your SEO strategy is effective, your employment law firm will start receiving phone calls and closing deals.

Faster site speed

Google ensures it doesn’t take long for users to land on your website. It assesses your website’s Core Web Vitals to determine if it’s fast and if the content is valuable to users.

Core Web Vitals are performance metrics used to determine how your law firm’s website operates.

Slow website speed can affect the user’s decision. Users may move to another site if your website takes too long to load.

Furthermore, heavy images and codes can make your website speed slow. This may also cause glitches, or your site may fail to load.

SEO helps improve your website’s Core Web Vital to ensure fast page speed and a user-friendly website for your visitors.

“Marketing tactics of the
elite class”

Enhanced user experience

SEO not only pleases Google and search engines but also helps provide the best website experience to your visitors. Great user experience means valuable content, fast page speed, fantastic website design, and helpful images.

Google’s algorithm ranks web pages with content that matches the user’s search intent. Furthermore, the user experience is one of the factors that Google considers when ranking a website.

The accessibility, speed, and interactivity of your website affect the user’s website experience, and it tells Google if your site is optimized. Therefore, ensure your website provides a great user experience to convert a prospect into a client.

Improved content marketing

The content you publish can significantly affect your SEO campaign and your site’s ranking. Your blog posts and the content on your web pages can attract your target audience to your website, boost your site’s authority, and so much more.

You must publish high-quality, informative, valuable, and factual content to rank high on search engines. Moreover, high-quality content can convince people to hire you and your services.

Earn high-quality links

Backlinks are akin to votes from other sites that tell your website is informative and valuable to users. You have to earn high-quality links to make your website credible and trustworthy.

Every SEO strategy strives to earn high-quality and authority-boosting links to make your website credible. Also, links from other websites can generate additional traffic to your site.

Content marketing, social media, blogging, and outreach are some ways employment law firms can earn backlinks for SEO.

Local and foot traffic

Local SEO helps potential clients find your law firm’s location. It makes your employment law firm more visible in local search results on Google. So when people search for employment lawyers in your local area, your website will appear on the search engine results.

Local SEO also tells Google where your law firm exists and your practice area. This helps you appear in the right local search results for the right audience.

Drive referral traffic

SEO helps generate referral traffic to your employment law firm’s website as other sites start to notice your content and would like to link to it. Referral traffic is the visit that goes to your website from other sites without searching for your law firm on Google.

Most employment law firms submit their business information to local directories, such as Google My Business and Yelp. These online directories can send visitors and leads to your website. Therefore, it would be best to optimize your profile in these directories.

Additionally, publishing content that is at an expert level can attract publications and blogs which may choose to feature you. You can get this referral traffic through guest posts, interviews, and podcasts.

Boost client intake

SEO optimizes your website to make collecting and saving lead information for your client management system easier. Include contact information and contact forms on your website to drive more leads.

Experts advise not to rely significantly on phone calls as you are more likely to miss many potential leads. Contact forms, opt-ins, and chatbots can help gather lead information in real-time more manageably. You may also email follow-ups or automate text messaging to reach prospective clients faster.

Collect positive client reviews

Part of a successful employment law firm’s SEO strategy is generating positive reviews for your business. In fact, SEO and reviews always go together. Positive reviews affect SEO, and SEO helps law firms get reviews.

Positive reviews from clients indicate to Google and users that your employment law firm is legit, reliable, respectable, and trustworthy. At the same time, SEO helps law firms generate more excellent reviews and reach out to improve their search engine rankings.

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.

The Fundamentals of SEO for Lawyers

Fundamentals for SEO for Lawyers
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SEO is comprised of different elements, and knowing what they are and how they work is essential. Therefore, you must understand the fundamentals of SEO for lawyers to create a solid SEO strategy for your employment law firm’s website.

Keyword research

SEO strategies often start with keyword research, as you must determine what search terms your target audience uses to look for law firms and legal services.

You must determine the search terms or phrases with high search rates and low competition when doing keyword research. SEO experts advise targeting long-tail keywords instead of short-tail keywords.

Long-tail keywords are longer and more specific search terms that users use when searching for services and products. Many websites compete for common short-tail keywords. Therefore, small businesses, including law firms, target long-tail keywords as it is much easier to rank for these search terms.

Aside from focusing on your primary keywords, you must also have secondary and tertiary keywords. These keywords can also provide value to your law firm.

Additionally, you can use SEO tools, such as Ahrefs or SEMrush, to look for keywords to target, compare their search volume, and analyze competition levels.

Furthermore, use keywords in optimizing your titles, URLs, and other on-page SEO elements.

Website optimization

Optimizing your website allows search engine algorithms to quickly analyze and index your site. After determining what keywords your target audience uses for searching online, it is time to optimize your website.

This involves both on-page and technical SEO. It requires creating a sitemap for your law firm’s website, using target keywords in your title tags, headings, and meta descriptions, enhancing site speed, making your site mobile-friendly, fixing broken links, and so on.

You may perform some of the tasks. However, it would be best to seek help from a professional to ensure your strategy is effective.

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Content marketing

Content is a powerful tool when improving your website’s ranking and converting readers to clients. Publish engaging, informative, and SEO-friendly content for your law firm to generate leads and conversions.

Creating blog articles, service pages, and web pages for your website is part of the content marketing strategy. Optimize each content with a target keyword to attract users searching for these words or phrases.

Also, publish content related to employment law and the services you offer. When someone is looking for that information, your content will appear. Through this, you will be able to establish a relationship with that visitor by providing them with the information they need.

Your website content must be informative, engaging, relevant, and shareable. You may publish blogs, videos, how-to guides, listicles, infographics, web page content, podcasts, social media posts, and local listings for your content.

Local SEO

Most employment law firms serve a specific area. Therefore, targeting keywords that searchers use within your service area is necessary. This will help you reach clients who can actually work with you.

Local SEO involves optimizing your law firm’s website for geo-specific keywords and creating profiles in local listings, such as Google My Business and Yelp.

Link building

You have to pay attention to your off-page SEO. This involves external optimization strategies, like backlink building.

Search engines like Google consider backlinks to determine a website’s credibility, trustworthiness, and authority. Backlinks from other websites tell Google that your website is an excellent source of information for users. It is one of the metrics to determine your website’s PageRank.

Your goal is to earn high-quality backlinks. Several ways to achieve this include guest posting, creating infographics, directories, and more.


Reviews are vital for employment lawyer SEO and building trust with potential clients. You can attract more prospective clients when you have a lot of positive reviews from your previous clients.

Clients prefer to hire lawyers with lots of positive reviews. For this reason, law firms often ask their clients to leave reviews on Facebook, Google, Yelp, etc.

Furthermore, getting reviews from your clients can improve your SEO.

Create the Best SEO Strategy for Your Employment Law Firm

SEO is essential in promoting your employment law firm online and growing your business. Most clients use their phones and computers to search for lawyers and the legal services they need. In addition to that, they often consider the credibility and authority of a law firm through its website.

SEO can improve your website’s credibility and authority. It also optimizes your site to provide visitors excellent user experience and valuable information. Therefore, investing in SEO for your legal marketing is an excellent idea.

A legit and trustworthy SEO agency like Grey Smoke Media can help you establish an effective SEO strategy for your online marketing. We are experts in promoting law firms and other businesses online. Contact us today.

FAQs on SEO for Employment Lawyers

With law firm pay-per-click (PPC) advertising, you pay more to make your website visible. However, when you stop paying for PPC, the visibility disappears. On the other hand, SEO is a long-term investment and continuous promotion. It has a long-lasting organic impact.

Most small and mid-size law firms spend around $3,000 to $7,500 on SEO. At the same time, firms in competitive practice areas and locations spend $25,000 or more monthly.

Social media is another channel that helps law firms drive prospective clients to their websites. It is a great place to build relationships with clients, engage with the community, and build their profiles.

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