Law Firm SEO: Legal Copywriter’s Guide

UPDATED February 2025

Law firm SEO is highly competitive, and reaching your target audience organically may not be enough. Writing the best law firm content will improve the quality of your website and help you obtain higher rankings on search engines.

Luckily, when you need the best legal copywriters for attorney search engine optimization (SEO), Blue Seven Content can offer considerable insight.

Why is SEO Important for Law Firms?

Having the best legal copywriting means nothing if your target audience never sees it. A recent study analyzed billions of search results on Google and found that:

Nearly 70% of users click one of the first five rankings
The 10th position on Google only gets a 2.4% click-through rate

Users rarely proceed to the second page of a search engine. If your website is stranded in Google’s “no man’s land,” it’s time to step up your SEO.

The SEO game changes all the time, but the principles remain the same. Legal copywriters should focus on EAT (EEAT) and YMYL for lawyers and their practice.

You Need Fresh, Well-Researched Content for SEO

Google’s search criteria change constantly. In recent years, the focus of SEO has shifted to fresh, quality content. According to Google Search Central, the search engine defines quality content based on three factors known as E-A-T:

Expertise
Authoritativeness
Trustworthiness

However, what you previously knew as E-A-T has now transformed into EEAT in search and SEO.

What is (E)EAT?

Under their Quality Rater Guidelines, Google describes E-A-T and how the search engine focuses on the human experience rather than on search engine rankings. E-A-T was later updated to EEAT at the end of 2022 in response to the release of ChatGPT from OpenAI. The guidelines emphasize the following:

Experience. Does the content on your website convey that you have some degree of experience related to the topic at hand? That’s what this new “E” is all about. Artificial intelligence programs like ChatGPT don’t have their own experiences – they take information from others and create a conglomeration of, sometimes incorrect, responses. This “experience” factor works to build on the other three parts of E-A-T by establishing the author as someone who has “walked the walk.” Google is looking mainly for first-hand life experience.

Expertise: Expertise is difficult to attain in the legal field. New practices may need to publish a substantial amount of content over time to be considered an expert by Google’s standards. Keep in mind that SEO expertise is very different from claiming legal expertise, which can put a law firm on ethically shaky ground. The idea is to have enough well-researched content on your site to position yourself as highly knowledgeable on the subject.
Authority: Authority represents the evidence of your expertise online. How many other sites link back to yours? Do visitors to your social media sites find their way to a blog or news article you have published on your site? The more recognition your legal pages receive, the stronger “authority” you’ll have in your niche.
Trustworthy: Making your law firm website trustworthy in the eyes of SEO involves proving your site as a quality source of information. Using external links to government sites and unbiased studies are great sources of data. To avoid hurting your SEO standing, it is important to know how to identify reliable sources and how to stay away from sources that can be altered by anyone.

While content is not necessarily ranked according to these factors, pages written with EEAT in mind are viewed more favorably. It also goes a long way toward building your credibility and relationships with prospective clients who discover your content through search results.

Reader-Friendly

Reader-friendliness is crucial to any site. A lack of readability can increase your bounce rate, impeding your website’s ability to convert visitors to clients. Bounce rate is the percentage of visitors who leave your legal website after viewing only one page.

According to research:

The average bounce rate is 26-55%
A high bounce rate is considered 70% or more
A bounce rate of 26-40% is excellent
Bounce rates vary by device, with mobile being the highest at 51%

A good bounce rate tends to vary by type of business. For your law firm website, aim for a bounce rate of 50% or less.

To reduce your bounce rate, consider the following best practices for reader-friendly content:

Avoid long, wordy blocks of text
Strike a balance with the number of images you use
Provide a user-friendly website design and navigational experience
Minimize clutter (e.g., pop-ups, banners, pages without headers)
Opt for an 8th-grade reading level
Ensure titles and content accurately reflect each other
Use a strong hierarchy for your content

As a lawyer, you have years of education and experience to offer prospective clients. Ensure your content is accessible and readable to all visitors so they stay on your site as long as possible. Even better if they follow through on your call to action.

Keep Content Fresh

Google loves fresh content for several reasons. Fresh, recently updated content tends to be more accurate and adds to the expertise and trustworthiness of your site. In addition, fresh content gets indexed more frequently, usually resulting in higher search engine rankings.

To keep your website fresh, consider creating a schedule to add new content regularly. Your law firm website could benefit from adding:

Practice area pages
Sub-practice area pages to focus your service areas
A weekly or bi-weekly blog
Firm news and community

Also, make sure to update old content. Refresh the statistics on your law firm practice area pages each year. Update older law firm blogs with recent news stories. Check external links and update the source information. If you have similar blogs, think about combining them into a new one.

EEAT works with YMYL for lawyers and law firms, so what is YMYL?

YMYL and Law Firms – What You Need to Know

“Your Money or Your Life.”

EAT and YMYL for lawyers (previously EAT) matters for you and your firm.

This term refers to how Google classifies certain content that could impact “a person’s future happiness, health, financial stability, or safety.” In other words, the stakes are often high for this type of content, and accuracy is essential.

There is no hard and fast rule about what is for sure considered YMYL, but some topics are clearer than others. For example, pages related to medical advice, hurricane evacuation routes, local disasters, filling out tax forms, and more all fall under YMYL. There are also topics that could be YMYL, like weather reports, directions for using or replacing certain products, and repair advice.

There are many other YMYL topics, but Google clearly states that YMYL topics should demonstrate the highest EEAT levels of any content on the web.

Law firm content/legal queries should be YMYL, but that’s not a guarantee. Google has not said that law firm content is for sure YMYL, but a few things are true – law firms and attorneys certainly help people in ways that affect their happiness, health, financial stability, and even safety. EEAT and YMYL for lawyers matter, and they should work together in tandem.

As an industry, we NEED law firm website content to be considered YMYL because that’s the only way SEO and SERPs matter. As Google continues to use Gemini, AI Overviews, and other tools, AI responses are increasingly becoming the norm at the top of search results.

Two super heroes battle. One is EAT (EEAT) and the other YMYL for lawyers. — EAT (EEAT) and YMYL are your tickets to understanding what types of content your law firm should focus on and how it should do it.

How Does EEAT affect YMYL content?

EEAT are factors a search engine uses to evaluate YMYL content to determine its quality. Prior to the most recent update, EAT (expertise, authoritativeness, trustworthiness) were the key indicators of page credibility according to Google’s page rating guidelines. Google added the second E for experience, deciding actual experience with the topic subject matter was relevant to the quality of the content.

EEAT are not ranking factors, but rather they help Google determine the reliability of the content. Reliability improves content quality, and quality is a significant ranking factor.

Why YMYL and EEAT are Important Considerations When Creating Law Firm Content

In many cases, when someone has a legal question, they are searching because they have a problem that affects their money or their life. It is safe to assume law firm website content will receive the more rigorous examination of YMYL pages. This makes it imperative law firms create content Google can distinguish for its quality.

EEAT is about telling search engines content can be relied on to provide helpful information to a user. Attorneys and law firms need their content to communicate credibility to Google if it is to be seen by prospective clients. Making sure content is optimized for EEAT is an ongoing strategy that benefits from periodic reviews for accuracy and updating for freshness.

Optimizing YMYL Law Firm Content for EEAT

Although there are over 200 ranking factors that Google takes into consideration, according to SEO strategist Backlinko, content quality is still the most important ranking factor. EEAT is a primary means Google uses to determine if YMYL content is trustworthy and, thus, a quality source of information.

The following content creation tips will support EEAT optimization and better search engine rank results:

Create content that is original, helpful, people-first, accurate, and unique.
Establish topical authority with in-depth content addressing all keyword variations.
Boost the experience factor with user-generated content such as testimonials and reviews.
Build strong internal links between pages to ensure your website is well-organized and easy for search engines to navigate.
Update and add new content regularly to demonstrate expertise and build authority.

People-First, Not Search Engine-First

Google wants content created primarily to help people. Content created primarily to attract search engines will not be rewarded. Google has created guidelines for assessing whether your content is people-first or search engine-first.

In a recent update, Google clarified that existing content would need to be substantially edited (people-first) in order to boost a page’s freshness factor. Google will not recognize any value in merely changing publication dates (search engine-first) when the content remains basically the same.

Google Search and AI-Generated Responses

As ChatGPT made its way onto the scene, Google had to quickly respond to the rapid changes in internet user behavior spurred on by the new platform. Millions of people were using OpenAI’s program within a week of its release, and it swiftly transformed many industries, including content writing, academia, medicine, coding, and others.

To avoid falling behind, Google followed suit by developing and fine-tuning its own AI platform, Gemini. In December of 2024, they released Gemini 2.0 to increase AI capabilities across multiple products. While the newest model is intended to be more accurate than its predecessor, this iteration is still experimental.

Google has also incorporated AI capabilities into its browser with a feature known as AI Overviews (AIO). AIO attempts to answer user queries by providing a broadly summarized answer along with a number of linked sources. These overviews are the first to appear on the page before the rest of Google’s search results. They are highly visible and may distract users from scrolling too far down the page.

AI Overviews may impact YMYL categories as well. Out of the thousands of keywords Google scans within these categories, roughly half of them create an AIO. Legal topics result in the most AI Overviews and makeup almost 78% of this type of search response.

Legal AIOs may not always be correct or take into account the nuances of a topic, though, so it is more important than ever to create accurate and optimized legal content. Regardless of whether or not law firms get sucked into the AI responses for Google (we think organic and paid search will still matter for law firms), the content produced and put onto your web pages MATTERS.

Law firms should put out quality content that the reader can use and trust. They should do this for their potential clients and for their website’s trustworthiness factor, but they should also do this to remain prepared in the midst of a constantly changing AI landscape. As ChatGPT and other AI platforms connect to the internet, the game continues to change.

But law firm websites won’t be replaced. Other YMYL websites will still matter. However, these websites will continue to be incorporated into AI features more and more. We’re still figuring this new tech out. What most people think new tech will do for the world isn’t what actually happens. AI platforms like ChatGPT and Gemini will take on a life of their own and, as with other tech in the past, carve out their own future while we play catch up.

What You Should Know About Keywords and Keyword Phrases

SEO basics center around the common keywords people use when they search for a given topic. For example, if your law firm offers personal injury services in New York, some common keywords may be:

Car accident attorneys in New York
New York medical malpractice lawyers
New York slip and fall injuries attorney

Keywords and keyword phrases help Google better categorize your page. A skilled team with experience handling content for law firm websites can help incorporate these keywords seamlessly so your content feels natural to readers.

Keywords for Law Firm SEO

Think about your legal practice, what services you offer, and what keywords or phrases seem to fit your firm best. Do some practice searches in your area or use a keyword tool. A few companies, including Google, offer a keyword planner to get the best phrases for your SEO goals.

Consider the following when doing your keyword research:

What is the user’s intent? User intent, i.e., query intent, is what the user wants to find when doing a search. Does the user want information about a subject, or are they looking to hire an attorney? Keywords are phrased to capture the motivation of the user.
How competitive is the keyword phrase? Finding a set of keywords that are too competitive may leave your site stuck on page 2 or 3 of a Google search. Ideally, your keywords should be unique enough to offer low competition. Longtail keywords may be a great solution to lowering your SEO competition.
Should you use long keyword phrases, short ones, or both? An example of a longtail keyword phrase could be, “best legal content writers in Chicago.” A short keyword phrase may be “legal content.” The latter offers a much more generalized term, making SEO more challenging. Long keyword phrases provide focused results to drive prospects to your site.

Don’t Forget to Include LSI Keywords

Latent Semantic Indexing (LSI) keywords relate to the meaning of your overall content. Mixing short and longtail keywords is important, especially for headers. However, LSI keywords help Google recognize that your entire page relates to the topic.

For instance, suppose you are a criminal defense law firm in New Orleans and would like to focus on DUI defense. Your short keywords may be “DUI defense,” and your longtail keywords may be “best DUI defense in New Orleans.” An example of some LSI keywords may include “defense for driving under the influence in Louisiana” and “New Orleans defense attorneys for a DUI arrest.”

Spend time researching and learning how your clients (or prospective clients) are searching for your service. Google wants quality over quantity now, and anticipating what your clients’ needs are before they need them will give you a significant advantage over your competition and help you bring in new clients.

Why Style Is Important When Writing the Best Law Firm Content

Writing style builds your online brand. For legal sites, choosing between words like “victim” or “survivor” can make a deep impact on the tone of your page and how it’s received. Consider the impression you want to leave when users are reading your blog or practice area page. Which stylistic terms below suit your target audience best?

Crash/Accident
Plaintiff/Defendant
Claimant/Liable party
Victim/Survivor
Header capitalization and punctuation
Descriptive bullet lists/H3 (heading size 3)

Whatever your choice, remember to stay consistent. Style fosters your developing voice and brand. Inconsistent styling can make your legal site seem poorly managed.

How Important is a Blog to Your Law Firm SEO?

A blog is an excellent way to continuously add fresh, quality content to your law firm website and establish credibility in your niche. It’s also a great tactic to build trust with your prospective clients.

Unfortunately, the legal profession has created some unfair stereotypes. Users looking to hire an attorney may feel put off by in-your-face advertising, especially if their legal issues are of a sensitive nature.

According to a consumer research study, 82% of prospects feel more positive about a company after reading the company’s blog, and 78% of them feel that they have a relationship with the company as a result. Having a blog that helps the average user answer some simple legal questions or highlights a local matter can help bridge the gap.

What Are Some SEO Do’s and Don’ts for Law Firm Websites?

SEO is complicated, especially for those just getting started. For law firms, there are a few do’s and don’ts for the best legal content.

Legal SEO Do’s

Break up text blocks with bullet lists and headers (H2’s and H3’s)
Keep your sentences and information short and simple for the average reader
Get to the point and avoid lots of unnecessary fluff – the nuts and bolts of law firm writing matter
Use the FAQ format for your headings to improve your organic searches and the possibility of a Google Snippet feature
Consider amping up your use of law firm FAQ pages
Remember to include a call to action (CTA) on every page
Make sure you include relevant internal links and well-researched external links
Pay attention to your keywords and phrases
Remember your location matters in your keyword longtail phrases

Legal SEO Don’ts

Use too much CTA. A sentence at the beginning and end is sufficient
Use legal jargon
Offer guarantees or absolutes
Write strictly for SEO

Remember, your audience is human. While much of SEO involves keyword phrases and other taglines, your content should appeal to humans. Don’t write for a Google bot. Write for your prospective clients and focus on what they need.

Law Firm SEO Considerations for State Bar Ethics and American Bar Association (ABA)

After years of schooling and experience in the field, you’re likely familiar with all the ethical considerations for your practice. However, writing ethically for a website practice page may prove challenging.

Specialization or Expertise

After years in a particular field of law, you may feel like a true expert. Unfortunately, stating that you are an expert or specialist in a field can violate state and ABA ethics codes.

The American Bar Association does offer its own board certification and specialization programs, though. Some examples of board certifications include:

Board Certification in Family Law Trial Law
Board Certification in Criminal Trial Law
Board Certification – Consumer Bankruptcy Law

State bars also have their own certifications and specialty programs. Unless you are certified through the ABA or state board, refrain from using the terms expert or specialist.

Keep Legal Information General

While you have the experience and education to accurately answer legal questions for your clients, remember to avoid giving legal advice. Instead, keep your explanations of the law general. For complicated topics, a hypothetical example can help sidestep giving direct legal advice while keeping things simple for the reader.

Avoid Absolutes

As a rule of thumb, it is best to avoid words and phrases that are definitive or absolute. For example, replace always with can be or may be.

Instead of “Criminal trials are always a lengthy process,” try “Criminal trials can be a lengthy process.”

Speaking in generalities is a great way to stay compliant with the ABA and the State Bar Ethics Advisory.

Careful with Results

Many law firms like to put verdicts and settlements on their webpage. Showcasing your past successes can add credibility to your practice and value to your services. However, state ethics boards may regulate how verdicts and settlements are presented. For instance, South Carolina requires all favorable verdicts and settlements to be displayed with a clear disclaimer. Be sure to check your state’s guidelines before sharing your firm’s results on your website.

Contingency Fees

Contingency fee structures can be a touchy subject online. While offering contingency fees can help drive prospective clients to schedule a consultation, the wording can be tricky. To avoid any issues with the bar requirements, use general terminology when describing your fee structure.

Advertising vs. Blogs

Advertising is another tricky area in the ethics department. The ABA regulates how attorneys can advertise for their services. In addition, many state bars have created advertising rules and regulations.

Blogs, however, may not fall under the same strict code of ethics. Check with your state bar to see if blogs are free from ethical review.

Why Lawyers May Not Be the Best Legal Content Writers

Writing the best legal content requires continuous upkeep. You must conduct in-depth research, familiarize yourself with SEO best practices, and understand how to use content style guides. You must also create content consistently to help maintain your rankings.

Writing copy tailored for SEO takes knowledge and work. Every hour you spend writing a practice page, a blog, or updating old pages is time spent away from your clients. Every twenty minutes you spend here and there researching how to improve your website’s rankings on a search engine is another billable minute you lose.

While you know the law the best, professional legal content writers know your target audience’s online behavior and how to drive them to your site. Outsourcing your legal copywriting allows you to stay focused on helping clients and doing what you do best.

Regardless of how many years your firm has been in business, it is most likely safe to say that you would prefer to spend your time lawyering. So do what you love. Leave the rest to a legal SEO copywriter.

Your clients need you and the knowledge you have. Reduce the constraints on your day and recover your time by letting someone else focus on your law firm SEO content.

Why You Need a Law Firm SEO Copywriter

You are a knowledgeable and experienced professional, and your law firm’s website should reinforce that. Your legal content is an extension of the hard work and dedication you’ve given your field.

Just as clients come for your experience and skill, every attorney deserves to have their content handled professionally. Contact the Blue Seven Content Founders Allen Watson and Victoria Lozano today by phone or email to learn more about our tailor-made legal content pages. We’ll get your pages done right, focusing on EAT and YMYL for lawyers and your practice. You can reach us at (843) 580-3158. Our legal writing team is here for you.

Written by Morgan Sprinkle – Legal Content Writer (2022)

Updated by Allen Watson (2024) & Rachel Vachon (2025)

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