Top 20 Tips for National SEO for Lawyers in 2024

Top 20 Tips for National SEO for Lawyers in 2024

View profile for Maddie Platt
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National SEO for law firms is essential to creating a strong online presence that attracts new clients. Understanding the importance of law firm SEO and implementing a comprehensive law firm SEO strategy are crucial steps. At Conscious Solutions, we specialise in national SEO for lawyers and national SEO for solicitors, helping law firms become more successful online.

Our expertise in law firm SEO services ensures that we provide comprehensive SEO solutions tailored for law firms, focusing on optimising website navigation and content for better user experience and search engine relevance.

What is National SEO for Law Firms?

A national SEO strategy for law firms is a combination of on-page and off-page tactics that target keywords that allow you to show up in search engine results pages (SERPs), but also includes local keywords too. A national SEO strategy will focus on optimising existing content on your website, identifying areas where content is missing and writing new SEO-optimised content and performing technical SEO, too. 

If your law firm is looking to implement a successful SEO strategy in 2024, here are 20 top tips for law firms to optimise their national SEO to achieve long-term success.

1.Start with a Strong Website Foundation

The first step to effective national SEO for lawyers is having a well-designed website. Ensure your website is mobile-responsive, user-friendly, and offers clear navigation. This foundation will support all your other SEO efforts. If you need a law firm website checklist to understand what is essential for website success, we’ve got you covered in this blog post.

2.Optimise for Local and National Keywords

When focusing on national SEO for solicitors, it’s crucial to optimise for both local and national keywords. Include relevant geographical terms, but also consider broader keywords that reflect your practice areas. Ensure you naturally include these throughout your service pages, blog posts and “contact us” pages.

3.Conduct Comprehensive Keyword Research

To succeed in national SEO for lawyers, you need to know which keywords to target. There are several free and paid tools out there. You could get started with Google Search Console to find out what your content currently ranks for to identify opportunities and then use Google Keyword Planner, Ahrefs or SEMrush to find high-volume and relevant keywords that align with your law firm’s services.

4.Create High-Quality Content

Content is king in SEO – ask any SEO expert! So, quality content is essential for national SEO for solicitors. You should be consistently measuring your national SEO success and optimising for new and relevant content as well as writing new informative blog posts, guides, and articles that address FAQs, queries and challenges with your services.

5.Utilise Structured Data Markup

Structured data markup, such as, helps search engines understand your content. By using structured data, you can enhance your national SEO for lawyers, increasing the chances of your website appearing in rich snippets and other SERP features.

6.Build a Strong Backlink Profile

Backlinks are a critical factor in national SEO for solicitors. Focus on building quality backlinks from reputable websites within the legal industry. Consider guest posting, collaborations, or expert commentary through digital PR to increase your backlink profile.

7.Optimise Page Load Speed

Page speed is an essential ranking factor for national SEO for lawyers. Use tools like Google PageSpeed Insights to measure your website’s performance and address any issues that might slow it down.

8.Ensure Consistent NAP Information

NAP stands for name, address, and phone, and consistency in your Google Business Profile (GBP), directories and on your website and social media is vital for national SEO for solicitors. If you haven’t yet verified your GBP or Bing Places profiles, you can find out how to do so here.

9.Leverage Social Media for SEO

Social media can contribute to your national SEO for lawyers. Share your content on platforms like LinkedIn, Instagram or Facebook and engage with your audience to increase your online presence and visibility. Use your target keywords in your captions, locations and hashtags to help your content be more visible.

10.Implement On-Page SEO Best Practices

On-page SEO involves optimising individual pages for keywords, meta descriptions, title tags, and header tags. Use targeted keywords and ensure your content is well-structured to improve your national SEO for solicitors.

11.Invest in Paid Advertising

Paid advertising can boost your national SEO for lawyers by driving targeted traffic to your website. Consider Google Ads and social media advertising to complement your organic SEO efforts.

12.Track and Measure Your SEO Efforts

Use analytics tools like Google Analytics to track your website’s performance. Monitor key metrics such as organic traffic, where traffic is coming from and conversion rates to evaluate your national SEO for solicitors.

13.Optimise for Voice Search

Voice search is becoming more popular and could affect your national SEO for lawyers. You could consider optimising your content for voice search by using conversational keywords and natural language.

14.Incorporate Video Content

Video content is a powerful tool for national SEO for solicitors, and we are seeing more and more law firms using video content on their social media and websites. You can create informative videos that explain legal concepts, showcase your expertise, and engage your audience or you could repurpose any content you have from webinars or events you have put on for clients.

15.Establish Thought Leadership

Becoming a thought leader in the legal industry can boost your national SEO for lawyers. Publish articles, participate in industry events, and share insights that demonstrate your expertise. We offer digital PR services that help law firms become go-to thought leaders in the industry.

16.Engage with Online Reviews

Online reviews play a role in national SEO for solicitors. Encourage satisfied clients to leave reviews on platforms like Google My Business and respond to both positive and negative reviews professionally. We’ve written a guide to Google Reviews that might be useful in this blog post.

17.Maintain a Consistent Content Schedule

Consistency is key to effective national SEO for lawyers, so maintain a regular content schedule to keep your website fresh and up-to-date, regularly research your keywords and check your firm’s website is ranking for these keywords.

18.Focus on User Experience (UX)

User experience is closely related to national SEO for solicitors as, in general, it means your website is using key SEO practices such as headings, subheadings, alt text and a fast-loading website. You should ensure your website provides a seamless and intuitive experience for visitors.

19.Adapt to Search Engine Algorithm Changes

You’ve probably noticed that search engines frequently update their algorithms, affecting national SEO for lawyers. You should stay informed about these changes and adjust your law firm’s SEO strategy accordingly.

20.Collaborate with SEO Experts

Working with SEO experts can significantly improve your national SEO for solicitors; this is because they have the knowledge in keyword research, so they can spend more time optimising content than researching for keywords, and they have more resources to stay up to date with SEO updates.  At Conscious Solutions, we have over 20 years of experience helping law firms succeed online using search engine optimisation. Our team of experts understands the unique challenges law firms face and can provide customised solutions to meet your needs.

Contact us today at or 0117 325 0200 to discuss how we can boost your law firm’s national SEO.