How to Conduct Your First Law Firm SEO Audit

law firm seo

Would you respect a law firm that doesn’t have recommendations?

Of course you wouldn’t. But many sites neglect their SEO despite it being the internet equivalent.

Search engines use SEO to decide how credible a site is compared to others. That goes double for law firm SEO.

Below, we’ll take a look at how you can audit the SEO of your law firm to ensure it’s the best it can be.

Check That your Keywords Match Law Firm SEO

Without good keyword research, your SEO campaign is already dead in the water.

Check over your keywords to ensure they’re all strictly relevant to your page. By the same token, be sure you’ve captured every keyword that fits your business.

For instance, a law firm specializing in presettlement lawsuit funding should reflect that in their keywords. Think of keywords as the signposts which will guide customers to your firm.

The more specific (but relevant!) your keywords, the better. Narrow keywords mean less competition, which means more traffic to be funneled directly to you rather than your competition.

Check your Inbound Links

You can think of inbound links as a way for search engines to know that your site is the real deal. They’re like word-of-mouth credibility for your site.

How many inbound links are there to your site?

Also, think about the quality of your inbound links. These should come to you thanks to a specific keyword, not a general term such as ‘click here’. These keywords should line up with the keywords of your page.

Particularly for law firm SEO, inbound links are vital to making a page with credibility. Without inbound links, search engines (and therefore your clients) won’t see you as the authority in your field, even if you know you are.

Revise your URLs

You can make some SEO easy wins by revising the URLs of your site’s pages.

URLs that are readable to humans rank much higher in the SEO stakes. Instead of being simply your homepage followed by an incomprehensible string, any landing URL should contain a description of that page’s content.

Where possible, try to match this URL to your keywords.


The robots.txt file is a set of instructions that tell a search engine which parts of the site to read and which it should ignore.

As a law firm, you’re likely to use a robots.txt file to keep secure parts of your site safe from unauthorized access.

If you have a robots.txt file, you should ensure it’s configured properly. You don’t want to block search engines from indexing important parts of your site.

Do a Manual Check of Your Homepage

Your homepage is an important tentpole of your SEO.

You can check the SEO of your homepage by viewing its source code in your browser. You can also use a more specialized SEO tool to give you a breakdown of it.

The main thing here is to check the meta information for your page.

To check the metadata, look for the following fields and ensure they’re filled with accurate information:

  • URL
  • Page Title
  • Meta Description
  • Meta Keywords

You’ll also want to ensure there’s a suitable clickable title along with a supporting H1.

These tips should get you started on your first SEO audit. You can, of course, go much deeper with the right tools, but keep these in mind and you’ll soon be climbing the rankings.