SEO for lawyers – more clients through search engine optimization

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I support lawyers as an SEO freelancer in search engine optimization with a catalog of services from A to Z.

In addition to the web search with the “ten blue links”, the local search via Maps is particularly important. Such clicks can be tracked separately on Google and can practically double the yield.

As a long-standing SEO consultant and veteran in online marketing, I provide my services with a steady hand. Hardened by the crises of our time, I always and above all have the entrepreneurial well-being of my customers in mind and will not betray their trust.

Local SEO for lawyers & law firms

Google Maps & business directories

Google Maps is a central Google service for search queries with a local component. As you have probably often noticed yourself, Google sometimes even displays a map directly on the search results page (SERP).

The reason for this is that people tend to look for a specialist lawyer for family law or criminal law nearby rather than at the North Pole. I myself am based in Friedrichshain and, if in doubt, I would opt for the law firm in Mitte rather than the one in Magdeburg.

This corresponds to the common behavior of potential clients, which can be recognized by the display of corresponding SERP features in the search results. This even applies to lawyers specializing in international business law.

Comprehensive local SEO for lawyers also includes entries in business directories. This generates visibility and often traffic as well.

Referencing also creates so-called backlinks. These signal to Google the relevance of a particular law firm and thus strengthen its visibility in search results.

Tracking local rankings in turn allows these rankings to be evaluated. With the right methods, even small or new providers can therefore enter competitive markets very successfully.

Google My Business optimization

Google My Business is a service for actively designing the profiles of companies in Google Maps. Basic information such as contact details and opening hours can be entered. You can also upload images and short videos.

Aber vor allem kann man je nach Betriebsart auch Dienstleistungen und Produkte präsentieren. However, many providers make the big mistake of using terms from their own internal perspective. However, potential customers often use other keywords. Accordingly, customized terms for services and products are crucial for the success of SEO for lawyers.

Keyword research for lawyers

In keyword research for lawyers, search queries for people such as specialist lawyers for employment law, family law, criminal law, etc. are particularly interesting in combination with a location.

In addition, you can look at the triggering events for search intentions such as “employee dismissed without notice” or “marriage divorce”. Lawyers also like to address the informational needs of potential clients with keywords such as “tax evasion statute of limitations” or “voluntary disclosure”.

Optimize for werkenntdenbesten.de and similar

Another aspect of SEO for lawyers is the systematic optimization of portals such as werkenntdenbesten.de. It is estimated that around 3.3 million organic users currently visit this website every month to find lawyers and other service providers on the internet.

The optimization of profiles on such portals is part of a holistic SEO strategy for lawyers. Especially if you already have the necessary image and text material for Google My Business or your own website, for example, then this field can also be worked on very efficiently.

Regional link building for lawyers

Google and other search engines incorporate numerous signals into their rankings . In addition to the relevance of the content and the technical status, these include backlinks in particular.

When it comes to SEO for lawyers, the regional aspect is also very important. For example, it is (usually) of little use to a Berlin law firm for traffic law if the company is listed in a business directory for Braunschweig.

Website creation & optimization

CMS, text, image and video

The best way to create a website for lawyers is with a widely used CMS such as WordPress. Mainstream products have the advantage that practically all possible problems have already been answered in forums. If difficulties arise, you can quickly research the solutions.

An optimized page structure to specifically address common search queries is then crucial. This involves using keyword research to pick up on the common wording used by potential customers and, ideally, systematically utilizing it as part of a keyword map.

You need content to design the homepage and landing pages. Text and images are particularly important. Good videos can be a huge asset.

Both written and visual content require targeting for suitable keywords. Otherwise, it can easily happen that even high-quality content is never actually visible to potential patients.

Contact details & contact forms

A point that is often forgotten: as a lawyer or law firm, you want to be contacted more often through SEO. That is why contact details should always be visible in the header, footer or sidebar of your website.

Contact forms with an auto-fill function help to improve the conversion rate of users to specific inquiries as potential customers.

Structured data for local business

With “structured data”, the major search engines cooperate to offer fantastic script formats for local companies, among others. This can be used, for example, to store GEO coordinates of a practice in the source code of a website.

This gives Google & Co the exact location of the law firm. The GEO coordinates can then be compared directly with the IP of a search query. This in turn increases the chance that you will be prominently displayed in this Google Map feature.

In addition, with SEO for lawyers, you can also break down the services in structured data. This is just as possible as adding contact details, image links, descriptions, profiles in industry portals and much more.

Here you can see an example of a shortened excerpt that I use as an SEO freelancer on my own behalf on this website. The LegalService schema and the Attorney and Notary specifications are available specifically for lawyers.

In my blog, I have published statistics on structured data from local companies in Germany. As part of the evaluation, I also analyzed the websites of 6,642 lawyers and law firms.

In this SEO analysis of more than 100,000 websites, I summarized possible alternatives in categories. In this way, I was able to capture relevant structured data for local companies in a very comprehensive approach. Due to the growing importance of videos, I also took their use into account. Here you can see the values and alternatives used:

Here you can see in brief the overview for this segment and the obvious potential in the area of search engine optimization. I would be happy to advise you in detail on the specifics of your industry.

Web Performance & Core Web Vitals

Last but not least, the website of lawyers and law firms should be very fast. In addition, there should be no shifting of content when loading. Google hat die entscheidenden Werten zu den Core Web Vitals zusammengefasst:

• Largest Contentful Paint (LCP) > Loading time for the largest image
• First Input Delay (FID) > Loading time until interaction capability
• Content Layout Shift (CLS) > Layout shifts when loading content

My SEO services for lawyers

With these services, I help my clients achieve a place in the search engine sunshine. Strategically clever and consistent in implementation, I support my clients in achieving their corporate goals.

I usually agree with my clients to work on specific topics within the framework of individual hourly packages up to a certain point in time. This is followed by invoicing and, if necessary, discussion of the next package.

If required, I can also provide monthly SEO support.

My hourly rates and flat rates

I can offer SEO for lawyers as a one-off service or as part of monthly SEO support. We agree on the type and scope in a detailed preliminary discussion.

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My references

“Wolfgang Reinöhl is a SEO master strategist with an excellent understanding of structured data. He is totally based and I love his bias towards action. Always a pleasure.”

“I used to work with Wolfgang Reinöhl in a large SEO agency. I value him as a safe bank and we also enjoy working together as freelancers.”

“Wolfgang Reinöhl is one of the best SEO freelancers in Berlin. Professionally an ace, personally top and a great colleague for many projects.”

“I was Wolfgang Reinöhl’s first SEO team lead. Even as a junior, he developed his own SEO solutions and really impressed me.”

“Wolfgang Reinöhl is a weapon and achieves more with his side projects than many teams with large SEO budgets. Honest, direct and mercilessly effective.”

“I know Wolfgang Reinöhl from our time together as SEO team leaders in a large full-service agency. You can always rely on him.”

Request Appointment

1. Get in Touch: You can contact me by phone, email, or through the form.
2. Discuss Project: I will first take a thorough look at the project, and we will then discuss the technical and business situation in detail.
3. Written offer: Based on this meeting, I prepare a written offer with a detailed list of the planned measures.

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Frequently asked questions about SEO for lawyers

Is SEO necessary for small businesses?

The general answer is: Yes! The support of an SEO is always advisable if you use traffic from search engines for commercial purposes. In principle, it’s like asking whether you should consult a tax consultant for your annual financial statements.

In addition, small companies in particular have an operational advantage over large providers: they are very flexible and the number of project participants is low. This simplifies agreements. Large companies, on the other hand, usually need months to even release a short text.

Here are some examples of small businesses that can be helped with search engine optimization.