When it comes to SEO for law firms, many of our clients have been let down by a fundamental misunderstanding of how search engine ranking really works. Common mistakes, like an overreliance on backlinks or artificial intelligence, lead to wasted time and resources. Neglecting core elements like content quality can further weaken your SEO performance. By addressing these misconceptions and building a strategy grounded in best practices, your law firm can improve visibility, attract more qualified leads, and stay competitive in the digital landscape.
Myth: More backlinks is a fast track to the first page of Google
Too many SEO strategies rely heavily on backlinks. While backlinks are important, having a high volume of irrelevant or low-quality backlinks on your law firm website can do more harm than good, potentially flagging your site as spammy. To achieve SEO success, you should focus on valuable link building from reputable sources like legal directories, industry publications, and credible local businesses. A few high-quality, contextually relevant links will always outweigh hundreds of low-value ones, helping build your web page’s authority and trustworthiness in Google’s eyes. A considered strategy for internal linking is another often overlooked way to support keywords and encourage deeper exploration of your site.
Myth: A small firm can’t compete with a big firm
A small firm can compete with a larger, more established firm, but it’s certainly not going to happen overnight. A consistent, quality focused SEO strategy can help a small firm rise through the ranks, but it’s important to remember that you can’t go back in time. A large firm, with ten years of high-ranking content, has a lot of sway in search engine rankings. Overtaking more established firms takes patience, a detailed plan of action, and a thorough understanding of SEO.
Myth: Quantity is more important than quality
For many lawyers, SEO driven content is just that – SEO driven. A common misconception is that writing more articles automatically means a higher ranking in search results, and this just isn’t the case. The fact is that Google is highly discerning – their systems are perceptive and can spot a shallow bid for keywords from a mile away. Even if you hit all the target keywords, you’re unlikely to break into the first page of Google results. Those spots are reserved for trusted sources – content that hits the keywords, answers important questions in a meaningful way, and adds genuine value.
If you write valuable content, including statistics, case studies, and high-quality information, there’s also a chance that your article will be referred to by others – from fellow law professionals to journalists. Not only does this increase exposure for your firm, but when other sites link to yours, this increases your authority in the eyes of Google.
Publishing multiple blog posts won’t necessarily help your law firm, but launching the right blog post almost definitely will.
Myth: General content attracts more readers
It’s a mistake to think that casting a wider net means catching more potential clients. In fact, Google prioritises websites that clearly showcase their specific expertise, practice areas, and key selling points. For law firms, this means demonstrating knowledge in four key areas: cost of services, benefits of choosing your firm, responsibilities as legal professionals, and the types of services offered.
For instance, a personal injury law firm should clearly articulate the different kinds of cases they handle, the benefits of choosing their firm, their ethical responsibilities, and an indication of costs.
Myth: AI written content is an effective way to rank highly
Despite its name, artificial intelligence isn’t that smart. When you prompt ChatGPT or Gemini to write an article, it scans the internet and regurgitates the information it finds. This information might be technically accurate, and grammatically correct, but it’s not going to add any insights.
ChatGPT has never spent a day in court or represented a client – therefore it has no valuable independent knowledge. By definition, AI-generated content doesn’t add to the Google landscape, because it’s been pulled directly from that same space.
However, having legal experts write your content or attributing articles to specific, qualified lawyers can significantly boost your website’s credibility. Google tends to favour content that’s written by individuals with verifiable expertise, especially in law. Articles with clear authorship signal to Google – and readers – that your content is trustworthy and reliable.
Here are some key takeaways:
- Ensure that the articles published on your website are authored by one of the lawyers.
- Choose the right lawyer for the article authorship, especially, when you have a recognisable lawyer in your firm.
Myth: Consistently targeting the same keyword helps with rankings
This can lead to keyword cannibalisation, which occurs when multiple pages of your site compete for the same keywords, confusing search engines and diluting your SEO efforts.
For example, if you have two articles about ‘estate planning in Sydney’, Google struggles to decide which one to rank higher, potentially harming your visibility.
By assigning unique, relevant keywords to each page, you make it clear to Google which page should rank for which term, improving your site’s overall SEO health.
Some more things to avoid in law SEO
- Overreliance on legal jargon – keep language clear and accessible.
- Neglecting mobile users – ensure your site is mobile-friendly.
- Overlooking local SEO, as this is crucial for attracting clients in specific geographic areas.
- Duplicating content – this can harm your SEO.
- Ignoring website analytics – instead, use analytics to inform and guide your SEO strategy.
- Letting content go stale. It’s important to regularly update your site with fresh, relevant content.
Comprehensive and technical SEO knowledge is essential to achieve organic traffic and reach potential clients. As a digital marketing agency for lawyers, AEK specialises in law firm SEO services. From long tail keywords to link building, we can help you navigate the dos and don’ts of law firm SEO.
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