Law Firm SEO
SEO for Lawyers vs SEO for Law Firms
Jonathan Mahler · 2 min read
SEO for lawyers, attorney SEO, and lawyer SEO are how a solo or named partner searches this work. Law firm SEO and SEO for law firms are how a managing partner at a multi-attorney shop searches it. The stack does not change. The title on the page does.
Same floor, different name on the door
Crawlable HTML, schema, city pages with real local facts, practice-area hubs, and intake measurement — that is the job either way. We already run it as law firm SEO. The lawyer-owner cluster sits on that hub as an H2 so we do not publish two thin URLs that cannibalize each other.
If Search Console later shows the lawyer-owner queries ranking on the wrong URL, we will split a spoke. Until then, one strong page is the operator move. The technical floor is in the law firm SEO checklist.
When the brand is a person
Attorney SEO has to support the name people actually type — and the practice-area pages behind it. A partner bio is not a location strategy. The site still needs the city and injury pages. Ego URLs without templates do not scale past one metro.
Lawyer SEO copy should still pass RPC 7.1. “Best lawyer” in a title is a claim. “Personal injury lawyer in Denver” is a service. Write the second unless you can defend the first.
When the brand is the firm
Law firm SEO has the opposite trap: a brand homepage that tries to rank for every city. The 508 location pages on conduit.law exist because the firm is the entity and geography is the query. That is also why we start with crawl and canonicals, not another thought-leadership post.
The public result of that architecture — not a promise for your firm — is on the Conduit Law case study: 7.61K clicks and 2.0M impressions in twelve months, 9.2× click growth from December to July.
Legal SEO is the leftover phrase
People still type “legal SEO.” Treat it as a synonym on the hub, not a third site. Content supports the transactional pages. It is not a second SEO product. Onsite and offsite stay spokes; the explainer is onsite vs offsite.
We will not invent a “lawyer SEO vs firm SEO” ranking split we have not measured in your GSC. If you want the hub run as operations, that is LawVert under law firm marketing.