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SEO for Lawyers in Florida

Individual lawyers and law firms often focus on their actual legal practice—analyzing cases, arranging settlements, and defending clients in court if necessary. However, attracting and getting new clients is also an essential part of their day-to-day operations.

Law offices in Florida are projected to have an industry revenue of $19.8 billion by 2024. There are many significant players that your law firm would have to compete with in a limited client pool.

SEO for Lawyers in Florida
Image by Oleksandr Pidvalnyi on Pexels>Image by August de Richelieu on Pexels

Search engine optimization, or SEO, is a popular and effective way to improve your law practice’s legal marketing efforts and stand out in a competitive landscape. Work with Grey Smoke Media today to create an SEO strategy that helps you reach your law firm marketing goals.

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

What is SEO?

Search engine optimization (SEO) encompasses several techniques to help web pages rank better on search engine results pages. Many local businesses and organizations use SEO alongside other online marketing strategies.

Search engines, such as Google, consider many factors to decide which web pages they should display for particular search terms. An effective SEO strategy can help your law practice maximize these ranking factors and get on the first page of Google search.

SEO is more than researching keywords and putting them in your content. There are three types of SEO you should cover in your strategy to ensure your site’s optimization. Contact Grey Smoke Media to learn more about how to execute each one in your SEO strategy.

On-page SEO

As the name suggests, on-page or on-site SEO involves efforts that optimize the website content itself. Websites consist of several elements working together to ensure they work as intended and are easy for visitors to use and understand. 

Many associate on-page SEO with content optimization, which is a significant part of it. It requires finding and using keywords to help search engine crawlers recognize your content. Blog posts, resources, and copy for landing pages are excellent places for these keywords.

Aside from optimizing long-form content, on-page SEO also includes optimizing headings or headers and HTML tags such as title tags, URLs, and meta descriptions. You can also optimize alt text for any images you use.

Off-page SEO

In contrast with on-page SEO, off-page or off-site SEO refers to efforts done outside one’s website to boost search rankings. Off-page SEO helps improve the perception of search engines and internet users towards your site, which can be accomplished in many ways.

Link-building is a significant part of off-page SEO. You must connect with various outside sources to create an effective off-page SEO strategy. You could try to connect with reputable media sites, law directories, and other prominent and trusted platforms.

Guest posting, email outreach, and signing up for social media platforms and law directories are common ways to get more links. These backlinks serve as a vote of confidence for your website and tell search engine crawlers that other sites believe you to be a trustworthy source.

Technical SEO

Websites are made up of more than what you see on the page. For each website element to work as intended, there needs to be a solid and efficient backbone to support it. Technical SEO deals with all these behind-the-scenes elements and ensures they contribute to the site’s overall SEO strategy.

Search engines such as Google use crawlers to understand each website and navigate its pages. Technical SEO helps you structure your site in a way that crawlers can easily understand, thus helping your site rank higher on SERPs.

Technical SEO covers three elements. Your website must be crawlable, perform well, and have proper indexation to maximize your SEO efforts.

  • Crawlability. Crawlability refers to how easily search engine web crawlers, such as Googlebot, can read and analyze your website content. It is essential to the proper discovery and indexing of your web pages.
  • Indexing. Once a crawler can access and analyze your web page, it can add your website to its index or database. Only indexed web pages can show up on SERPs. Using internal links and a well-structured sitemap is essential to help crawlers index your pages more efficiently.
  • Performance. A website’s performance serves the user experience and contributes to SEO. Fast loading speeds, responsive web design, and minimizing code bloat are vital to improving site performance.

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.

Why do Florida lawyers need SEO?

Florida is a large state, spanning 53,927 square miles, with over 14 million internet users. With many lawyers and law firms also trying to advertise their services, standing out is essential. 

People often begin looking for legal services through search engines. For this reason, an effective SEO strategy is essential to get one’s name on the first page of Google and attract website visitors.

Contact Grey Smoke Media today to learn how your law firm can implement a strategy to help you reap the benefits below. 

Increase visibility

Once a person hits enter for a search query, they immediately see a list of results that Google deems most relevant. Ranking higher on SERPs for specific keywords allows more people to find your website.

Landing on the top results for your target keywords helps attract more people to your site. You can enjoy this benefit even more when you use geo-targeted keywords. Targeting the right keywords and audiences in your strategy can help you push your site towards the right people.


Boost industry authority

Aside from exposure, high rankings on SERPs can also communicate your authority towards outside sources. High-quality and well-optimized content can boost relationships with your target audience and peers in the legal field.

Being perceived as an authority can help your law firm attract new clients and build your reputation within your field. You could be invited as a resource for various events and media outlets. These events can open further opportunities for your practice to grow.

Generate long-term organic traffic

SEO requires careful planning and consistent effort, which means it can take a while for its benefits to have an effect. However, due to its comprehensive nature, its benefits can also last long term. 

People search for various queries on search engines every single day. When you have a well-optimized website, you can appear in these searches for months or even years to come.

As long as people search for your targeted keywords, you can enjoy a consistent boost in website traffic. Still, regularly updating your web pages and strategy is vital to ensure you keep up with current organic search trends and algorithm updates.

The Marketing Agency of Canada’s Largest Personal Injury Firm


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Keep up with competitors

You are not the only lawyer in Florida who wants to gain new clients. As of 2023, there are 45,882 law firm locations in the state. Many of these law firms also use aggressive legal marketing strategies to get their name out there and attract more people.

An equally aggressive and effective SEO strategy can help you counter other law firms in your practice area and stand out in this competitive landscape. There are limited spots on the first page of search engine results. It’s imperative that you get one of them.

Convert traffic into leads

An effective SEO strategy doesn’t only stop at getting internet users to visit your web pages. It also assists in keeping people on your page and getting them to contact your firm or sign up for a mailing list.

The most obvious way to gain more leads is through the website content itself. Compelling website copy, attractive images, and call-to-action buttons peppered through each page can significantly boost conversion rates.

Aside from your website content, it’s also essential to focus on your site’s technical aspects to improve the user experience. Fast loading times and simplified navigation are excellent ways to ensure visitors can access whatever resources or services they need.

“Marketing tactics of the
elite class”

Search Engine Ranking Factors for Law Firms

How exactly do search engines decide which pages to display for particular search queries? 

According to Google, their rankings stem from five main factors. These factors are meaning, relevance, quality, usability, and context. Search engines need to rank pages on their index to ensure searchers receive the information they need.

From these five factors, many SEO experts have agreed on some technical, actionable factors that lawyers can use in their strategies. Using the factors below as a guideline can help you play into Google’s ranking algorithms and place higher on SERPs.

Local ranking factors

Lawyers often work within specific locations, especially since different states have different laws. For this reason, a lawyer’s SEO strategy should target local audiences, as these people would be their potential clients. 

Local SEO ranking factors help your site rank higher for searches within your geographical area. Local ranking factors include relevance, prominence, and proximity. Working to fulfill these factors can help boost your rankings for local searches.

  • Relevance. This factor refers to how well your site or web page matches what the searcher is seeking. You can boost your firm’s relevance in local searches by adding relevant information such as your address, contact information, and office hours. Well-researched keywords are also critical, as search engine crawlers will display pages that match best with search queries.
  • Prominence. Prominence is how well-known your law firm is in your area. Search engines determine this by cross-referencing other references and websites. Performing well on review sites, law directories, and trusted media outlets can help your law firm website’s prominence.
  • Distance. Distance or proximity is another relevant ranking factor for local searches. Google says that they try to show results within the searcher’s vicinity. Ensure your pertinent information is on your Google Business Profile (formerly Google My Business). This practice helps your law firm show up in local searches.

On-page ranking factors

On-page ranking factors include elements on your web pages that influence your ranking. These elements are often the ones on which you have the most control, as you and your team create them yourselves.

Written content in the form of blog posts, landing pages, and website copy are some of the most common examples. However, on-page ranking factors also include title tags, URLs, and internal links.

  • Quality content. High-quality content is essential in digital marketing and SEO. Aside from hitting the right keywords, you must anticipate and address your audience’s needs. Excellent forms of content marketing include blog posts, guides, and landing pages for each of your services and locations. You can also explore visual content, such as infographics, photos, and videos.
  • Internal links. A sound internal linking system makes it easier for audiences to navigate your website and find what they need. It also helps crawlers do the same thing and index your web pages correctly. 
  • Title tags. Title tags are HTML elements that specify a page’s title. They appear as clickable links in SERPs, so they must be concise and accurate to the actual page’s content. Under the title tag is the meta description, which offers a brief description of the page.
  • URLs. Each page’s Uniform Resource Locator, or URL, is another factor that Google considers when crawling and indexing pages. URLs can indicate each page’s place in the website’s overall structure. To aid your SEO efforts, URLs should also contain relevant keywords.

Off-page ranking factors

In contrast with the previous section, off-page ranking factors exist outside your website. While on-site content is entirely within your control, off-page ranking factors can be challenging and require more effort to manage. 

Off-page or off-site ranking factors cover backlinks, your firm’s reputation, and your social media presence.

  • Backlinks. Backlinks are one of the most significant off-page ranking factors. They are links published on outside sources that lead back to your site content. These links can boost your site’s authority, primarily if published on other high-authority sites. 
  • Reputation. Reputation management is another crucial factor that can affect your SEO efforts. Collecting positive client reviews and responding to audience queries and feedback on various platforms can boost your online reputation.
  • Social media. Social media marketing is another effective way to build your online presence outside your website. It allows you to connect directly with your audience and even encourage them to visit your website and avail themselves of your services.

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.

SEO vs. Other Marketing Approaches

Lawyers use SEO to get people’s attention and possibly gain more clients. However, SEO is not the only way to achieve this. Many lawyers, law firms, and other organizations also use channels like pay-per-click (PPC) advertising and social media.

Lawyers and marketing companies aren’t limited to using only one approach. Each has its strengths and weaknesses. When used together, SEO, PPC, and social media can bolster one another and help you gain unique benefits.


By itself, SEO is a free way to market your law firm. Most of the work involved is internal, and you don’t necessarily have to pay an external party to promote your website.

On the other hand, pay-per-click (PPC) advertising requires payment to boost your web page on top of search results pages. While it can help bring more attention to your site, your page will be tagged as an ad. 

There is nothing inherently wrong with ads. They can even increase your visibility to your target audience. However, blatant advertising may cause distrust in some audience segments.

SEO vs. social media

Social media marketing helps your law firm create a more personalized online presence and interact directly with your audience. However, social media sites often change algorithms and will require consistent monitoring.

On the other hand, SEO is more focused on improving your website’s content and structure. It provides more control instead of relying on another platform’s whims and changes. Work with Grey Smoke Media today to learn how to integrate your other marketing approaches with your SEO strategy.

We serve the entire United States including places such as:

Best SEO Tips for Florida Lawyers

SEO strategies can be tailor-made to suit a particular lawyer’s needs. Different lawyers and law firms can use SEO, but their strategies may vary due to differences in context.

However, despite varying needs, there are some near-universal tips that can benefit all law firms in their SEO strategies. Here are some general guidelines to help lawyers and law firms craft and execute an effective strategy. 

Find the right keywords

Keyword research is essential to good SEO. You first need to identify keywords that your audiences are most likely to use in their search engine queries. Tools such as Ahrefs and Google Analytics can help you with this task.

Make sure to include both long-tail and short-tail keywords. Long-tail keywords are often more detailed and clearly show the searcher’s intent. An example of a long-tail keyword is “personal injury attorney in Florida.”

In contrast, short-tail keywords are shorter and more generic. An example of a short-tail keyword would be “criminal defense” or “criminal law.” 

These searches often bring up multiple results, which can make it more challenging to rank. However, they are still an essential part of your SEO strategy.

Incorporate keywords effectively

Once you have found the right keywords, incorporate them naturally into your website content and other relevant areas such as HTML tags and images.

When using your keywords, take care to avoid keyword stuffing. Keyword stuffing is the practice of filling web pages with keywords that appear irrelevant, incoherent, or out of context. Search engine crawlers may detect this practice, thus harming your SEO efforts.

Optimize for mobile devices

Many people browse the internet on their smartphones and tablets. In 2022, there were 4.97 billion mobile internet users worldwide. 

Optimizing your website design for mobile devices can improve people’s user experience. This practice allows people to access your website and contact you via phone.

Get on lawyer directories

Create profiles on lawyer directories such as Justia, Avvo, Nolo, and FindLaw to allow more people to find you. Many browse these well-known websites to seek legal advice and contact prospective lawyers.

Work with experts

SEO can be complex and crafting an effective strategy can be challenging for those with little experience in the field. Working with an SEO expert or SEO company can help you gain sound advice to improve your strategy. 

Contact Grey Smoke Media to learn more about our quality SEO services today.

“Legal marketing powerhouse”

Improve Your Law Firm’s SEO Strategy With the Experts

Florida lawyers could profoundly benefit from creating and implementing a comprehensive SEO strategy. However, SEO has several moving parts and can be challenging to implement.

To ensure your SEO strategy is effective and efficient, you can contact the SEO experts at Grey Smoke Media. Their years of SEO experience and connections within the industry can give your law firm an edge in Florida’s competitive legal landscape.

FAQs on SEO for Lawyers in Florida

Yes. Client reviews can significantly improve your law firm’s reputation. Client reviews from various external platforms can also be an excellent way to build up your off-page SEO efforts.

Before choosing an SEO agency, one must first identify one’s needs. When talking to potential agencies you want to work with, you can consider the following factors:

  • Budget
  • Past successes
  • Experience in the legal field
  • Clear communication

On average, SEO agencies cost at least $75 per hour, depending on their experience and specialization. SEO consultants usually cost $100 to $600 per hour.

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