SEO For Lawyers Perth – 3 Tips to Rank Your Law Practice Online

Referrals are the key to continued business growth.

And your current customers are the best way to get even more referrals. They can suggest your law practice to their friends and family. This type of marketing is incredibly powerful as a personal recommendation carries far more weight than other channels.

Local search is the next option to increase referrals.

Your target audience is using search right now to find services that your practice offers. Consider the following statistics conducted by Google and FindLaw:

  • 38% of people rely on search engines to find an attorney
  • 74% of people who visit a law firm’s site take action
  • 71% of people believe it is important to find a local lawyer

Local search can drive targeted traffic to your landing pages.

But only if you rank on the first page.

The good news is that achieving those rankings is possible with a local SEO for lawyers strategy. Here we look at three steps to rank your law practice in Google for your target keywords.

1. Conduct Keyword Research

It starts with keyword research.

You need to be targeting the right keywords. Otherwise your SEO will fail to gain any traction right from the start. Use Google’s Keyword Planner tool to find keywords that are relevant to your practice.


This tool is particularly useful as you get traffic estimates for your target keywords.

One thing to keep in mind is long tail keywords.

Ranking for a keyword such as “lawyers” would be practically impossible without a sizable budget. A longer phrase such as “family lawyer in Perth” is not only more targeted in terms of traffic but it is also easier to rank for. Compile a list of keywords that are relevant to your practice as you will need them in the next step.

2. Optimise On-Page Factors

Content is one of the most important ranking factors.

Your site needs highly targeted content or it stands little chance of ranking.

This is where the keywords you identified in the previous step come in. You will be using them to optimise the following on-page factors of your site.

  • Title tags: Title tags are one of the most important on-page factor as they are the first thing that visitors see in the search results. Include your target keywords here but keep the title between 50 to 60 characters. Google truncates titles that are too long.
  • Meta descriptions: These are snippets of text that appear in the search results under the titles. Here you will want to include your target keywords as well and include a brief call to action to increase click through to rates. Keep the descriptions under 160 characters.
  • Headers: Header tags are useful as they help to break up blocks of text and help Google understand what the page is about. Include your secondary keywords since your title already includes your primary keywords.
  • Content: Your content needs to be top notch to stand any chance of ranking. Simply stuffing your content with keywords won’t work and is actually likely to result in a penalty. Create separate pages for the different services that your law practice offers.

Optimise each of these aspects for every page of your site.

The entire process can be rather tedious especially if you have a lot of pages. But the effort is well worth it as it increases the relevance of your content and increases visibility in the search results. Something else you may want to consider doing for your law practice is blogging. Creating content for your site is one of the best ways to establish credibility with your visitors and doing so can drive even more traffic to your landing pages.

3. Create an Account on Google My Business

Your law practice needs to be on Google My Business. This platform increases your site’s visibility across all of Google’s platforms include Search, Maps, and Google+.


Start by creating an account on Google My Business if you don’t have one already. You will be asked to fill out basic information about your law practice. Be sure to completely fill out all the following:

  • Name, Address, and Phone Number (NAP): Visitors who conduct local searches typically want to find certain types of information about a business such as their address. Make sure to keep this information consistent with any other profiles you have.
  • Business hours: Operating hours are typically displayed in the search results if the business includes those details. Make sure that your hours are accurate and remember to update them for upcoming holidays such as Christmas.
  • Business description: This is a short description of your business about 100 to 200 words in length. Include your target keywords here to make your profile more relevant and be sure to write a call to action.
  • Images: Every picture is worth a thousand words. Google My Business lets you upload multiple images to your profile. Include quality images so visitors have a better idea of what to expect before they visit your law practice.

Impressions matter so take the time to completely fill out your profile.

You will also be asked to verify your business to confirm that you are the owner so remember to do that. In addition to Google My Business, you should also create profiles on other sites. This helps build quality links to your site and increase your rankings.


Focusing on search is an excellent strategy to drive more referrals to your law practice. But your site needs to actually be ranking on the first page. This is where local SEO for lawyers comes in. Follow these strategies above to rank your law firm in the search results.