Best SEO Companies for Lawyers in 2023

lawyer in the office using a cell phone beside golden scales
Sabrina Dougall

Our research finds that the best SEO company for lawyers is Searchbloom, scoring 4.9/5 due to its excellent client communication. But stick around for more recommendations and reviews of the runners-up.

We evaluated the best search engine optimization (SEO) service providers to get lawyers and law firms more visibility on search engine results pages (SERPs).

Slow down, what are we talking about?

Digital marketing for lawyers doesn’t just mean paying for advertising space. If you improve your website, get listed in online directories, and collect lots of happy client reviews, you can appear on Google when someone types in “Lawyer in Huntsville, Alabama”. Or wherever you’re actually based.

With online competition increasing, it’s never been more critical to identify the best SEO companies for legal firms. With over a decade’s experience in advising businesses on their marketing, we’re here to help you do just that.

To skip the arduous searching, tell us what your online marketing needs are and our trusted SEO firms will get in touch with you directly. Your data is safe and won’t be passed on to anyone except our trusted, hand-selected SEO partners.

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Did You Know?

The average three-year return on investment for law firms using SEO is 526%.

Quick Roundup: Best SEO Agencies for Lawyers

With 84% of law firms planning to increase their digital marketing spend, it can be hard to stand out online. As a lawyer, you want to ensure you’re hiring the right SEO agency to make effective marketing decisions without wasting your budget.

With that in mind, we evaluated SEO agencies based on reputation, breadth of services, and areas of expertise. Here’s a roundup of our favorites:

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Searchbloom

Paper Box SEO

LawRank

Rankings.io

AttorneySync

4.9
4.8
4.8
4.7
4.6
Best For

Tailored Guidance

Best For

Smaller Practices

Best For

Content Creation

Best For

Client Care

Best For

Exclusivity

Price Range

On request

Price Range

On request

Price Range

On request

Price Range

On request

Price Range

On request

We’ve trawled through reviews across six platforms, scouring the best SEO agencies that lawyers and law firms can depend on.

Now let’s get into the details for each of our top recommendations.

1. Searchbloom: Best for Tailored Guidance 4.9/5

Searchbloom earns an average of 4.9 out of 5 stars across all review platforms we researched – higher than LawRank, Rankings.io, and AttorneySync. Searchbloom offers SEO for better search engine visibility at local and national levels. This means they can help your legal practice get seen by locals using their smartphones to search for counsel.

A family law firm in Long Beach, California saw their website rank at position one and two for several industry keywords in 2019 after hiring Searchbloom in 2017. Over several years, the law firm needed fewer Google Ads because they had so much new work from their marketing initiatives.

Happy clients praised Searchbloom staff’s reliability, professionalism, and approachability. “If I don't understand something, they go to great lengths to explain and help me,” said one pleased purchaser. As SEO can be hard to understand, such a patient approach is key to a profitable partnership.

Pricing on request.

Google local pack screenshot for Tennessee divorce lawyer
SEO companies help your legal firm get into the “Local Pack” on Google, when users search for lawyers in their region.

2. Paper Box SEO: Best for Smaller Practices 4.8/5

Paper Box SEO is a tiny agency working exclusively on SEO, meaning it never offers paid search marketing and rarely do in-house website development, unlike AttorneySync or Hibu. That means its expertise is focused on what you came for: organic traffic for your website(s).

Clients from the legal sector praised the firm’s well-researched and accurate web content creation, which required minimal fact-checking.

It offers flexibility to clients with no minimum contract length. This speaks volumes about their confidence in the quality of their search engine ranking services. A recent satisfied customer (a managing partner at a law firm in Orlando, Florida) detailed a successful backlink campaign by Paper Box SEO in 2019-20 that led to many more new business enquiries. Several other legal firms enjoyed similar success with the agency.

As its team is so small (eight people in total), it won’t have the capacity to undertake huge amounts of work. For that reason, we’d recommend them for smaller practices with modest growth goals. On the other hand, you may appreciate the continuity of communicating with just one person about your SEO campaigns.

Pricing: Average $2,500 per month, or $3,000+ for one-off projects.

Did You Know?

SEO is rated the most effective channel for business development by 79% of legal professionals

3. LawRank: Best for Content Creation 4.8/5

Founded by a lawyer, LawRank has a great reputation for search engine optimization for other legal professionals. Unlike most other SEO agencies, LawRank is actually run by a lawyer, so you know you’d be working with someone who’s been in your shoes.

All the content it produces for client websites is written or developed by attorneys and JDs. That’s a rare quality guarantee we’ve hardly seen elsewhere – LawRank outshines Rankings.io in this regard. Happy customers are highly satisfied with the honesty, integrity, and transparency of its staff.

Specializing in SEO for attorneys, LawRank works to keep its clients near the top of search results for keywords like “Houston personal injury lawyer” and “San Diego divorce lawyer”. This is known as “local SEO”, which is vital for nearby customers to find your law office through search engines. LawRank does this by ensuring clients’ websites are helpful, authoritative, and regularly updated.

Its off-site SEO services include industry outreach using its connections, building links with clients’ sites over time. LawRank will also have you listed on legal directories too, as another signal to search engine algorithms that your firm is trustworthy.

Minor issues mentioned by a few clients include mismatched understanding of communication needs; it seems both parties need to be clear about their expectations for how and when project updates should take place.

Pricing on request.

screenshot of legal blog with picture of hand dividing two wooden figures
SEO agencies will suggest a blog section for your website and may produce content for you.

4. Rankings.io: Best for Client Care 4.7/5

The Rankings.io agency only works with legal service professionals, the majority of whom are in the midmarket sector ($10m-$1bn), and usually in personal injury. Its almost decade-long focus on SEO for law firms lends them authority in this space.

Some of its clients reported a 400% increase in clients YoY, and another saw a 300% uptick in cases per month. That goes to show how effective its SEO services are. The firm offers a free 30-minute consultation for curious newcomers, so you wouldn’t have to pay upfront. That’s reassuring for lawyers looking to dip their toe in the water and interview several SEO firms before making a final choice.

Clients describe working with Rankings.io as a personalized experience, with agency staff making themselves easy to contact. Clients enjoy a 24-hour window of communication response, no matter who they’ve contacted in the business. The agency even uses Slack and Trello for client communication and project management, showing their transparency. Such a responsive approach is crucial for building a trusted connection with an outside party.

You should be aware its pricing is higher than average, potentially making it unsuitable for startup firms and individuals. Additionally, some clients noted Rankings.io did not always communicate perfectly about its ability to meet project deadlines.

Pricing on request.

5. AttorneySync: Best for Exclusivity 4.6/5

Another lawyer-owned SEO agency, AttorneySync offers collaboration on a month-to-month basis. That means you can try them out short-term, and terminate as early as it suits you if you’re not satisfied with their work.

Handily, AttorneySync won’t take on competitor clients, so you won’t be paying them to work against your interests. However, this does mean they couldn’t take you on if another client already practices law in the same local niche.

AttorneySync is particularly transparent about its ethical standards, outlining how they avoid link schemes and automatically generated content – both of which go against Google Webmaster guidelines. You can’t find its clients listed on their website, owing to the agency’s commitment to privacy. That’s a bonus if discretion is important to your firm.

Of course, no SEO agency is perfect and we found some repetitive content in their website’s FAQ section. This signals a possible lack of attention to detail. Plus, they’re not as readily contactable as Rankings.io, with AttorneySync committing to a monthly minimum of one client phone call.

Pricing on request.

Why is SEO Important for Law Firms?

Organic traffic (that means website visitors from non-paid marketing channels) are a cornerstone in legal business development. Remember, the average law firm stands to quintuple (that means increase fivefold) its return on investment using SEO. The average law firm would have to spend over $450,000 per year before it would start to see diminishing returns.

The gains are so impressive because you’re not paying for advertising space. Search engine algorithms choose to feature your website as it gradually becomes a trustworthy and useful destination for web users. Your SEO specialists improve the quality of your website so that people and web crawl bots comprehend how reliable your law firm is. It’s a win-win.

Remember, if you’re not incrementally improving your website through SEO, it is likely that your competitors are. Around a third of search engine users click the first organic result on Google, and the proportion of users that click through to each website decreases the further down the page you get.

So, the higher up you appear on search engine results pages for “personal injury lawyer”, the better your chances of increased business. In that case, can you really afford to go without SEO?

What About Social Media?

Social media will not make you more likely to rank higher on Google's organic results. Yet social media for lawyers is a great tool for organic business development.

Methodology: How Did We Compare the Best SEO Companies for Lawyers?

We researched the highest-rated SEO service providers based on customer reviews across six trusted platforms. We focused on search engine optimization agencies that worked with several legal clients that left satisfied feedback. We then ranked them in order of highest average review score out of five (rounded to one decimal place for this piece). Paper Box SEO scores 4.83/5, while LawRank scores 4.75/5, which explains why the former is ranked above the latter despite their identical “4.8/5” overall average.

This is how we knew we could confidently recommend their services to you. We discarded any providers that didn’t have a solid enough web presence with sufficient verified reviews. In this research round we’ve not included Trustpilot reviews, as it’s not yet a reliable platform for SEO services feedback.

As we examined our shortlisted SEO agencies in detail, it became clear where the strengths and weaknesses of each agency lay. We’ve transparently communicated each agency’s positive and negative aspects as accurately as possible.

None of the companies we’ve reviewed for this page have paid to appear on it.

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Verdict: How to Choose your SEO Agency Wisely

Sadly, there are too many bad actors waiting to sell you a bill of goods when it comes to SEO services. So it’s important to carefully interview each of your prospects and avoid giving in to pressure to sign long-term contracts quickly.

We’ve done our due diligence and found the best SEO agencies for lawyers are:

  1. Searchbloom – Best for tailored guidance 4.9/5
  2. Paper Box SEO – Best for smaller practices 4.8/5
  3. LawRank – Best for content creation 4.8/5
  4. Rankings.io – Best for client care 4.7/5
  5. AttorneySync – Best for exclusivity 4.6/5

If you’re looking for more SEO service providers, we’d be happy to match you with our trusted partners. All you have to do is fill in your details and give permission for us to put you in touch with a select few of our best SEO marketing partners.

Until then, we wish you the best with your search engine optimization journey.

FAQs

Do lawyers need SEO?
Yes, because 86% of Americans in need of a lawyer are searching Google as their primary online source to find one. Search engine optimization (SEO) improves all aspects of your website so that it’s useful, trustworthy, and authoritative.

Not only is that better for your professional image, but the technical improvements signal to search engine crawlers that your site should appear higher up on results pages for certain search terms.

Want users searching for “lawyer near me” to find your legal firm on the first page of Google? Then you need an SEO specialist agency to help your website get there.

How much do law firms spend on SEO?
The average law firm spends $120,000 a year on SEO, or 40% of its overall marketing budget. Though your mileage may vary depending on your particular firm’s size and goals, this is enough to show that legal firms are committing serious investment into this marketing channel.

Personal injury law firms spent the most per year on SEO, on average. According to First Page Sage, that's a colossal $210,000. The lowest spend was family and estate legal practices, which only spent an average of $105,000 on SEO annually.

We've written an in-depth guide to SEO costs for marketing managers looking for clear pricing breakdowns.

Written by:
Sabrina Dougall
Sabrina Dougall Web Marketing Expert

Sabrina is a business journalist whose career began in news reporting. She has a master’s in Investigative Journalism from City University London, and her work has appeared in The Times, The Daily Express, Money Saving Expert, Camen New Journal, Global Trade Review, and Computer Business Review. She specializes in writing about SEO (search engine optimization). Having run her own small business, Sabrina knows first-hand how critical digital marketing is to building a client base and local reputation.