In recent years, the number of lawyers has been steadily increasing, leading to fiercer competition for clients. Furthermore, in today’s internet-driven society, attracting clients online has become crucial.

A key strategy in this endeavor is setting up an office website and implementing SEO (Search Engine Optimization).

In this discussion, we will guide you through the SEO measures that lawyers and legal offices should adopt. From identifying the right keywords for a law firm’s website to the steps in building an SEO-friendly site structure, Tokyo SEO Maker explains everything clearly for you.

Why Law Firms Should Implement SEO Strategies

By implementing SEO (Search Engine Optimization) strategies, law firms can increase traffic to their websites. Typically, visitors to these sites have some interest in legal matters or lawyers, which offers the potential to convert them into clients.

As of 2022, the number of lawyers exceeded 44,000

The Japan Federation of Bar Associations, which comprises domestic lawyers, released its White Paper on Lawyers in March 2023. According to this report, the number of lawyers in Japan reached 44,101 in 2022.

Lawyer Population

2000: 17,126

2005: 21,185

2010: 30,485

2015: 36,415

2020: 42,164

2022: 44,101

From the year 2000, the population of lawyers has increased by approximately 2.5 times. The number of lawyers continues to grow annually, intensifying the competition for acquiring clients.

Moreover, a report on the legal profession population by the Cabinet Office reveals that many people use the internet when searching for a lawyer.

Given this context, it is increasingly important for law firms to use SEO to attract potential clients.

What Exactly is SEO? 

At its core, SEO (Search Engine Optimization) involves a series of strategies aimed at ranking your website higher in search engine results. The ultimate goal is to increase your site’s exposure and, consequently, its traffic.

For law firms, SEO serves as a means to ensure their website appears at the top of the search results when relevant keywords are searched.

Examples of Keywords for Law Firms 

A critical aspect of implementing SEO is selecting the right keywords. Typically, you would choose keywords based on the goal of appearing at the top of the search results for specific searches. For example, the following keywords for a law firm might essential.

-Synonyms for Law Firm 

-Issues and questions from the general public 

-The location of the law firm 

-Names of lawyers

Synonyms for Law Firm

The general public might use various terms interchangeably with ‘law firm’. Similarly, when searching, they might use synonyms for a law firm. Thus, the general public might search for a lawyer with keywords like the following.

-Law firm 

-Lawyer’s office 

-Legal corporation 

-Lawyer

In principle, you should select keywords that suit your firm’s business type. However, if you choose ‘law firm’ as a keyword, also consider implementing keywords related to ‘lawyer’. This approach is effective because of the close relationship between law firms and lawyers.

Issues and Questions from the Public 

The general public consults lawyers for a myriad of legal issues and questions, which then become search keywords. Examples of such keywords are as follows.

-‘Law firm divorce’ 

-‘Law firm debt collection’ 

-‘Law firm inheritance’ 

-‘Law firm debt’ 

-‘Law firm neighborhood disputes’

Therefore, setting keywords based on the lawyer’s strengths or the types of cases they handle can be effective. For instance, if a firm handles divorce cases, the keyword ‘law firm divorce’ could be set. When this matches the site visitor’s issues or questions, it can lead to a potential client.

Additionally, many people are interested in how to consult with a law firm, the costs involved, and other aspects, so keywords like the following are also in demand:

-‘Law firm consultation’ 

-‘Law firm phone consultation’ 

-‘Law firm free consultation’ 

-‘Law firm consultation fee’ 

-‘Law firm retainer fee’ 

-‘Law firm frequently asked questions’

Names of Regions Where Law Firms Are Located 

When the general public seeks to consult a law firm, the feasibility of physically visiting the location often becomes a factor. In such cases, searches are commonly narrowed down to specific areas as follows:

-‘Law firm [○○Prefecture]’ 

-‘Law firm [○○City]’ 

-‘Law firm [○○District]’

According to the White Paper on Lawyers published by the Japan Federation of Bar Associations in 2023, it is evident that as one moves to major cities like Tokyo, Osaka, and Nagoya, the population per lawyer decreases.

Tokyo: 651 people Osaka: 1,814 people Kyoto: 3,060 people Kanagawa: 5,245 people Akita: 12,434 people

Conversely, in more suburban areas, the population per lawyer is higher, and there are fewer competing lawyers. Therefore, if a law firm is located in a suburban area, it tends to be easier to capture local keywords due to reduced competition.

Lawyer’s Name 

As lawyers achieve results in their respective fields, their reputation and recognition increase. Once a lawyer becomes well-known, their name itself can become a search keyword, leading to increased traffic to their firm’s website.

In private law firms, it is common for the lawyer’s name to be part of the firm’s name. Therefore, usually, no additional keyword strategy is necessary for such cases.

SEO Process for Law Firms 

When a law firm implements SEO, the specific steps are as follows.

• Set up the firm’s website
• Configure the site with relevant keywords
• Create informational pages for the firm
• Update page information
• Register the firm’s details on Google Business Profile

1.Set up the firm’s website 

First, launch a website to disseminate information about the firm. For details on how to set up a website, please refer to the following link, which provides a thorough explanation for beginners.

>>How to Create a Website? A Comprehensive Guide for Beginners

2.Configure the site with relevant keywords 

Next, set up the firm’s site with relevant keywords. For law firms, the following keywords might be suitable.

• Synonyms for ‘law firm’
• Common concerns or questions from the public
• The location of the law firm
• Names of lawyers

Once you have selected the keywords, you can start drafting page titles and organizing the necessary pages to structure the site. A typical website structure for a law firm includes the following.

• Home page
• Information pages about consultation services and fee structures
• Firm information (address, map, business hours, phone number)
• Frequently asked questions (FAQ) page
• Profiles of the affiliated lawyers
• Contact page

3. Create Information Pages for the Firm 

Once the page themes and site structure are established, start creating individual pages. When creating pages, make sure to consider the search intent behind the chosen keywords and strive to provide the answers that search users are seeking.

For example, visitors who search for ‘law firm free consultation’ are likely looking for law firms that offer free consultations as a trial. If your firm offers free consultations, make sure to highlight this service.

4.Update Page Information 

Even after the firm’s website is initially completed, it requires regular maintenance, a process known as rewriting.

For law firm websites, rewriting may occur in situations such as:

• Changes in services offered or pricing structures
• Changes in business hours
• Changes in the lawyers employed
• Enhancing the quality of the FAQ page

The first three instances involve updates to the firm’s information. It’s crucial to update pages with outdated information to reflect the latest details, so prioritize these rewrites.

Enhancing the FAQ page improves the quality of information to meet search users’ needs, increasing visitor satisfaction and potentially capturing new search keywords for SEO benefits.

5.Register the Firm’s Information on Google Business Profile 

Please register your firm’s information with the service known as Google Business Profile.

Google Business Profile (formerly Google My Business) is a web service that collects information about law firms and other businesses nationwide, displaying it in search results and on Google Maps.

When you register with Google Business Profile, your firm’s information will appear as shown below:

The displayed information typically includes the following.

• Website link
• Law firm name
• Reviews
• Location
• Business hours
• Phone number

For law firms and businesses, using Google Business Profile is crucial. If you consider SEO, be proactive in registering. For a clear explanation on how to register, please refer to the following link.

SEO Techniques for Law Firms 

When implementing SEO strategies for law firms, there are several key points to consider. The following techniques are recommended.

-Consider YMYL and publish lawyers’ achievements and profiles

-Obtain backlinks from bar association websites

-Answer visitor queries using an FAQ format

Consider YMYL and Publish Lawyers’ Achievements and Profiles 

Websites related to law and lawyers fall under the YMYL (Your Money or Your Life) category, which means Google’s search engine scrutinizes them for trustworthiness and authority.

YMYL refers to content that could significantly impact a searcher’s life or happiness. Google’s Search Quality Evaluator Guidelines address this, emphasizing the importance of credible information in the YMYL category.

Information regarding law firms and lawyers can significantly impact users’ lives. As the world’s largest search engine operator, Google has a responsibility to minimize the risk of harm to its users. Thus, Google rigorously evaluates websites that mention YMYL topics.

As a measure, law firm websites need to highlight their specialization in law by publishing detailed profiles of their lawyers, including names, photos, career histories, and records of handled cases. Publishing client testimonials and feedback can also enhance the firm’s credibility.

Obtain Backlinks from Bar Association Websites 

In SEO, acquiring backlinks (external links) is crucial.

A backlink is a link received from an external page. Search engines view websites that are cited by others as more reputable, which is beneficial for SEO. Moreover, backlinks from authoritative websites in related fields are particularly effective.

For law firms, aim for backlinks from bar associations and similar organizations. For example, the Akita Bar Association in Akita Prefecture organizes lawyers into a formal body and introduces them on its official website, along with links to their firm websites.

Such naturally occurring backlinks from authoritative websites can significantly boost SEO, so they should be actively utilized.

Answering Visitor Queries with an FAQ Format

Law firms handle highly specialized and critical information about the law. Often, the general public seeks expert opinions on legal matters. Thus, there is a demand for content such as frequently asked questions (FAQs) supervised by lawyers.

Recently, Google highly values content that is useful to search users. Enhancing the value of content through what is known as content SEO can significantly impact rankings.

By leveraging their expertise in law, law firms can enhance their SEO by creating pages that compile common questions and their answers.

Frequently Asked Questions About SEO for Law Firms 

Here are some frequently asked questions about SEO for law firm and lawyer office websites, compiled in an FAQ format.

Q: What are the benefits of SEO for law firms? 

• • SEO can increase consultations at a low cost. 

By attracting more site visitors, you create more opportunities for consultations. Additionally, the keywords set by law firms fall under the YMYL category. With the strong advantage of being legal professionals, law firms can easily aim for high rankings in search results if the site is well-managed.

Summary 

By properly implementing SEO strategies, it’s possible to achieve high visibility for your firm’s website on search engines. As your site’s exposure increases, so does traffic. Search users looking for lawyers might become clients of the firm. Therefore, it’s crucial first to highlight the lawyers and strengths within your firm on your website. Moreover, devising ways to engage visitors, such as setting up an FAQ page, is essential to capture their interest.

Author Profile

Mr. Takeshi Amano, CEO of Admano Co., Ltd.

Mr. Takeshi Amano is a graduate of the Faculty of Law at Nihon University. With 12 years of experience working in the advertising agency industry, he discovered SEO and began his research during the early days of SEO. He self-taught and conducted experiments and verifications on over 100 websites. Using this expertise, he founded Admano Co., Ltd., which is currently in its 11th year of operation. Mr. Amano handles sales, SEO consulting, web analytics (holding the Google Analytics Individual Qualification certification), coding, and website development. The company has successfully managed SEO strategies for over 2000 websites to date.

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