Get your firm to #1 in Google.

Law Firm SEO Services
That Increase Traffic & Sales Leads

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Looking for a reputable Law Firm SEO company to drive your business forward?

law-firm-seo-servicesIf you’ve hired an SEO company in the past but been dissatisfied with the results, then you’ve come to the right place.

Since 2009, law firms across North America have trusted Inbound Law Marketing to increase their search visibility and deliver a steady stream of qualified customers. 

And, we’d love to help you, too!

We’re a Google Certified Partner, a member of the Legal Marketing Association, and have been featured on The Lawyerist, so you can rest assured you’ll receive the highest quality services for your law firm.

Schedule a Consultation or scroll down to learn more about how we help businesses convert clicks into clients.

But first, see some of our clients and read how we helped one law firm increase its revenue by over 400% (and how we can do the same thing for you!)

Learn How One Law Firm Increased Its Revenue By 400% With SEO

What makes us different? We don’t only get law firm SEO. We also understand the legal industry.

When prospective clients find your law firm at the top of the search results, they immediately develop a more positive attitude towards you. They see your firm as cutting-edge, dynamic, and forward thinking. And as a result, they are far more likely to hire you than someone else.

But I’m sure you already know how enormously difficult positioning a law firm in Google is.

After all, your success in search results requires two critical, and hard to come-by factors:

  • A deep understanding of the legal industry and your target market, and
  • Solid SEO processes to put that knowledge into practice.

Fortunately, our team of SEO experts invest the time, effort and energy to learn about your law firm, practice area and customers. Then we leverage our years of experience to develop Attorney Search Engine Optimization Strategies that actually work.

law-firm-seo-client-michael“Our firm is opening more than four times the amount of case files, the majority of them coming from our website, and that’s because of the team at Inbound.”


For the last 10 years, we’ve assisted countless law firms across the US and Canada increase their visibility in the search results and attract more qualified leads.

During that time, our team has documented every step, technique, and insight I’ve learned.

As a result, at Inbound Law, we understand the struggles and pains of trying to grow a law firm’s search presence. Also, we’ve developed, tested and perfected a framework – The Lawyer Rankings Methodology – to combat it.

We’d love to show you how the Law Firm SEO Rankings Methodology can move your law firm forward too.

Law-Firm-Client-Taylor-Janis“They walked us step-by-step through the entire process and explained things thoroughly at every step of the way. We got monthly reports that confirmed our presence and ranking were improving, and we could see they were putting in the time and effort.”


How we help law firms rank and grow with successful SEO campaigns. 

The Law Firm SEO Rankings Methodology system is a proven and tested framework we created to deliver such tangible and consistent results to law firms as:

  • Better search visibility through top Google rankings,
  • Increased exposure to the target market,
  • Greater industry authority.

All of which result in more leads, inquiries and customers.

But don’t take my word for it. Here’s what Michael, a Calgary-based criminal defense lawyer says about working with us:

“The summer before I hired Inbound Interactive, I was panicking because I was opening relatively few files. It was a daily struggle to keep the lights on. I was always on edge. What if the phone stops ringing? Will I have enough leads this week? Enough clients to pay my expenses? By the next summer, I was opening more than 4x case files and the vast majority were coming from our website. With Calin’s help, I watched our ranking increase each month, until we hit #1 for 100+ keywords.”

Michael Oykham, Oykhman Criminal Defence

Read Michael’s case study to find out more about how we’ve applied the Law Firm SEO Ranking Methodology to help grow his practice.

Another client, Jarret, from Taylor Janis Employment Law recalls:

“Just three to five months in, we started seeing the impact on our traffic – and our business. We’ve seen a dramatic increase month over month in calls and inquiries. The difference is night and day.”

Jarret Jannis, Taylor Janis LLP

Let’s jump right in…

A tried and tested approach to generating #1 SEO rankings

Law Firm SEO Ranking Methodology


Step 1: Discovery Session

Every client engagement begins with a discovery session. That’s because, to deliver the results you seek, we must first:

  • Get to know you and your business better,
  • Learn more about your goals, objectives and the target market, and also,
  • Gather information required to launch the Law Firm SEO Rankings Methodology for your firm.

In short, to build your visibility, our team becomes one with your audience. And for that reason, we put much emphasis on this step.

We start by sending you an intake document, asking for the information we require.

I’ve organized it to make it simple to fill in. In fact, completing it shouldn’t take you longer than 30 minutes. But it delivers all the information we need to get started.

“Right away, Calin took the time to understand what my needs were. The driving force that led me to go with him was that I wanted to talk with the person who would actually be doing the work — and that’s what Calin is. He’s the front man, he handles it all, and he’s the one accountable for whether it takes off or doesn’t,” says Michael Oykham.


Step 2: The SEO Audit

Next, our team audits your website. We do it to gain clarity about your current situation and understand the work required to meet your goals.

During this step, we analyze:

  • Your Citations: We look at the amount, quality and also, the consistency of your business’s mentions online.
  • Your Google My Business account: A Google My Business (GMB) account lets you appear in local search results. We check whether you have a verified GMB account. If so, we match it with the information from the intake document. Otherwise, we set one up for you right away.  
  • Your Backlinks: Backlinks are the rocket fuel of every SEO campaign. And as part of the process, we identify how many links you have pointing to your website. Also, we assess whether they’re coming from reputable sources and whether any need to be disavowed before we begin.
  • Your Rankings: We conduct a local and global rank check to verify your current search visibility. This allows us to identify how far you are from reaching your goals.
  • Your Content: Using our content analysis process, we conduct an audit of your content to determine if it will support your efforts to rank in Google’s search results.
  • We also assess your website: Factors like user experience or mobile-friendliness can affect your site’s search performance. We assess if such problems persist on the site. We also look at how you generate leads and identify quick wins to help improve the process.
  • Competitive analysis: During the audit, we also systematically pick apart your competitors’ campaigns. We analyze their backlinks and content to identify the most viable keywords to target. This allows us to a.) assess the market, and b.) identify opportunities to outdo other competitors in the search results.

We compile our findings in a report and forward it to you. The document also includes a list of reasons why the website is not ranking well in the search results, along with a roadmap for your SEO campaign.


Step 3: Keyword Research

The next step in a law firm’s SEO campaign is identifying keywords relevant to your practice area.

Based on the information you’ve provided, we begin searching for new keyword opportunities.

We also look for keyword variations. These are alternative terms customers could use when looking for attorneys in your area of practice.

And I can assure you that we don’t take this step lightly. Identifying these additional phrases or keywords could lead to incredible wins for your law firm.

For example, ranking one of our clients at #1 for their primary keyword helped attract 10 more sales leads worth from $5,000 to $20,000 a month.

But by identifying 13 additional variations of that keyword and positioning their website at the top of Google for those phrases too, we’ve increased their sales exponentially.

Our keyword research process allows us to understand what phrases your target audience uses. With the framework, we can also establish how profitable a keyword might be for your firm. As a result, we never waste time and resources on terms with little or no potential to drive qualified leads.


Step 4: Legal Content Development and SEO Copywriting

A common SEO myth states that you could include a dozen keywords on a single page, and have it rank for them all.

In reality, mixing unrelated information, like domestic violence and drug offences will only confuse Google and visitors on what a page is about.

As a result, Google might not know for what phrases it would rank the page. Also, your potential customers might not realize whether they’ve come to the right firm.

To overcome those challenges, you must optimize a web page for no more than one or two terms. Consequently, to capitalize on all keyword opportunities, you need to publish more pages.

We coordinate the development of content for the website including practice areas, home, and other landing pages. We also develop a content calendar for your blog and create relevant content.


Step 5: Law Firm Website Onsite Optimization

With keywords and new content on the way, we turn our attention to your website. We begin optimizing it to ensure the highest rankings in Google.

During this process, we improve every aspect of onsite SEO – ranking factors that determine a website’s success in the search results.  This will include the following items:

  • Integrating keywords into your existing content.
  • Optimization meta title tags and meta descriptions.
  • Improving the URL structures to make them more SEO-friendly.
  • Optimizing location information with markup and Facebook Open Graph to help the website rank higher on local search.  
  • Optimization of image files including the Title and Alt Attributes.
  • Configuring internal links for related pages and content.
  • Page speed analysis and optimization.
  • Hosting recommendations and consolidating Javascript and CSS files.
  • Optimization of page titles including H1 – H6 tags.
  • Integration of exact match keywords and latent semantic indexing terms.
  • Optimization of video content on platforms such as YouTube and Vimeo.

Then, we improve your site’s architecture. We make sure that Google can crawl and index all your pages. Plus, that it is as easy for a potential client to find the information they’re looking for as possible. This includes:

  • Sitemap creation and submission to Google Search Console.
  • Crawl error analysis and 404 checking.
  • Robots.txt analysis and modifications.
  • Implementation of 301 redirects for 404 pages.


Step 6: Optimizing Your Local Search Presence

Many of your business’s potential clients come from your immediate area. That’s why we position your business in Google’s local search results. The local search results are the results that appear in Google with a Map and three businesses. Here’s an example of our local SERPs (Search Engine Results Page).


To ensure you establish a local presence, we optimize even the smallest detail of your local information.

Google My Business account

Google My Business empowers your business to manage its local search presence for customers who search for the services you provide.

We make sure that your profile includes the most up-to-date information. This includes:

  • Adding your logo and images to ensure your profile represents your brand in the most attractive way.
  • Customizing your business’s name, address, telephone number, email and hours of operation
  • Next, we select the most appropriate categories for your business.
  • We collect frequently asked questions and add them as questions on your Google My Business local panel.
  • Finally, we work closely with your team to solicit positive reviews from your customer.

Once done, we move to increase your local rankings by building citations.

Citations building

During the initial audit, we’ve analyzed your citations. A citation is simply a reference to your business’s Name, Address and Phone Number on the web. Collectively, these items are referred to as a business’s NAP information. To direct our strategy, we review the amount, quality and consistency of your business’s citations online.

While analyzing your competitors, we’ve identified where other businesses get their citations.

And in this step, we use this insight to rank you higher in the local search results. We submit your business’s website and business information to top local business directories across the Internet.

We also inspect your existing citations. We look for inconsistencies that could confuse Google and prevent your business from ranking higher in local search.


Step 7: Link Building

All other factors being equal, a site with better backlinks will always rank higher.

That’s why a major aspect of the Law Firm SEO Rankings Methodology framework focuses on building the strongest and most authoritative white-hat links to your website. White Hat SEO is a collection of techniques that are proven to improve a website’s SEO ranking without violating Google’s Webmasters Guidelines

We start by analyzing 3-5 of your competitors. We assess their link profiles to identify strong link opportunities.

We also use our proprietary list of over 200 link building opportunities in the legal market to increase your link profile. Each of the backlink sources guarantees strong authority without negatively affecting your firm’s reputation.

Finally, we engage in many other white-hat and ethical link building strategies like guest posting, blogging, press releases, business directory memberships, scholarships and much more to increase your rankings.


Step 8: Web Analytics

During our engagement, we continuously analyze your campaign’s data and provide you with easy to understand reports showing improvements in your business’s search visibility.

At the start of the process, we install Google Analytics, verify your domain in Google Search Console and set up Moz rank tracking software to collect all the necessary data and metrics.

We also use Google Tag Manager to track goals and events. Google Tag Manager is best understood as a container in which we can quickly and easily install other website monitoring scripts. In short, it makes our job much easier.

Every month, we personally send you a report outlining our actions and the results we’ve generated for your business. The document also includes scheduled tasks for the next sprint.

The report is submitted monthly. However, we can submit it more frequently at the client’s request. We also organize a monthly call to discuss the campaign’s performance.

Interested in learning how you can achieve higher rankings for your law firm?

Get in Touch

If you’re browsing our website, you likely have a number of questions about how search engine optimization can help your firm achieve greater success online.

But, that doesn’t mean you’re interested in signing your name on the dotted-line or booking a “consultation call” (AKA: a pushy-sales call).

To ensure you gain answers to your questions, we offer three ways to continue the conversation.

  1. Submit your question below: Using the contact form on this page, submit your question (under reason for contacting us select “I have a question”). Please provide ample detail and we will respond by email within one business day.
  2. Get a free Q & A session: In the free 30-minute session, Calin will call you to answer your digital marketing questions. Come prepared with a list!
  3. Get a free consultation & proposal: For those who need to get their campaign moving and require a proposal, a free consultation cuts right to the chase. We’ll collect project details and provide a proposal within 48 hours (and in most cases within 24).


Calin Yablonski

Founder & Lead Strategist

(403) 255 7720

Book a free consultation


Frequently Asked Questions

Search Engine Optimization (SEO) is the process of increasing a website’s rankings in Google’s local and organic search results. An increase in rankings, typically, result in higher visibility and more clicks to a website.

It’s one of the three most important ranking factors – according to Google itself. Links are used by the search engines to help determine the level of authority, trust, and value that a website provides.
It’s through link-building that you can demonstrate that your business is credible, relevant, and of high value to your community.

To avoid a conflict of interest, we accept two businesses per industry per city. In some cases, our clients have negotiated for a higher level of service which includes exclusivity.

A citation is a reference to a business’s Name, Address and Phone Number. In the SEO industry, this is commonly referred to as a business’ NAP.
Citations are an important component of Google’s Local Search Algorithm. Google uses citation information to validate that a business is located where it claims to be. The more citations a business has on trusted website, the higher it will typically rank in Google’s Local Search Results.

Moz, previously SEOMoz, is a leading software provider in the SEO industry. It is used by search marketing consultants to analyze Google’s search results and provide rankings reporting.

You can consider black hat SEO as the methods used in the past to trick the search engines into ranking a website highly.
This includes both on-page and off-page methods. Examples like link-building through link farms and keyword cramming are typical of the type of shady practices used in SEO before the Google Panda and Penguin updates. They were aimed at quick wins rather than steady, organic growth of a website.
White hat SEO is what we have described above: aimed at medium-to-long-term SEO success, getting a website to rank well with content that speaks the language of the search engines but that is predominantly designed for human visitors.

Yes, absolutely, if you have the understanding and the time. However, both of these items are quite considerable at first.
Most businesses do not possess enough of either; and many smaller businesses cannot justify hiring a permanent SEO marketing professional.
So, in most cases it’s outsourced to an SEO firm.

How much do you need traffic visiting your website? If you have so much word-of-mouth business that you are permanently busy working with clients, then there is a chance you might not need SEO right now. But your business probably won’t grow.
For most businesses, the extra traffic generated by their website ranking well on the search engines generates significant numbers of new leads. Well-run SEO campaigns are a competitive edge that can grow a business and help it take the next step up.

SEO prices vary greatly from company to company. What you will spend depends on many factors, including the present SEO status of your website, what you are hoping to achieve, and how competitive your industries and locations are.
The one thing you should know is this: providing you hire the right company, have realistic goals, and are prepared to invest time and money in SEO, the results you achieve in terms of boosted traffic will vastly outweigh what you have paid.
Most clients invest between $1,000 – $3,000 per month.

We use a number of software platforms including Moz, Bright Local, Whitespark, ahrefs, Agency Analytics, Google AnalyticsGoogle Tag Manager and more…