SEO Competitor Analysis: How Does Your Law Firm’s SEO Compare?

Craig Wilson
Rapid Growth Marketing

Search engine optimisation (SEO) is invaluable for law firms wishing to increase their online visibility and client base. To effectively compete in search, understanding your competition through comprehensive SEO competitor analysis is paramount.

An SEO competitor analysis for law firms involves scrutinising the strategies that rival firms employ to dominate search engine results pages (SERPs). Through this process, your firm can uncover valuable insights to refine your SEO strategy, ultimately improving your online presence and client acquisition.

In this detailed guide I will share my processes and insights for competitor analysis from running over 1000 successful SEO campaigns here at Rapid Growth Marketing and my other agency Sticky Digital.

What is SEO Competitor Analysis?

SEO competitor analysis is an important component in the digital marketing toolbox for law firms. This practice entails evaluating the online strategies of your competitors. By conducting an in-depth analysis, your firm can learn the tactics and resources that contribute to their success online.

This analytical approach is crucial for law firms because it offers a clear roadmap to understanding the strengths and weaknesses of competitors in the SEO space. With this knowledge, your firm can craft a more effective and targeted SEO strategy to improve your search engine ranking and online visibility.

Significance for Law Firms

For law firms operating in a saturated market, standing out amongst a plethora of competitors is a daunting challenge. Every firm is vying for the top position on SERPs to attract potential clients. Therefore, a well-informed SEO strategy informed by competitor analysis is not just beneficial; it’s essential.

In an age where most clients commence their search for legal assistance online, appearing on the first page of search results is essential. SEO competitor analysis empowers law firms by providing them with invaluable insights into their competitor’s operations. This enables them to optimise their websites effectively, ensuring they are not only visible but prominently positioned to attract and engage potential clients.

Conducting Effective SEO Competitor Analysis

1. Identifying Competitors

Start by compiling a list of firms that offer similar legal services in your geographical area. These direct competitors are the ones you need to observe closely, as they are targeting the same audience and keywords that your firm might consider leveraging.

You can utilise online tools and platforms, like SEMrush, to assist in identifying these competitors. Look for firms that consistently appear on the first page of search results for keywords relevant to your services. Take note of those with high domain authority and a significant number of backlinks, as these are indicators of a strong online presence.

2. Analysing Competitor Keywords

Once you have identified your main competitors, the next step involves delving into the keywords that are driving traffic to their websites. Keyword analysis is fundamental, as it sheds light on the terms and phrases potential clients use when searching for legal services.

Understanding the keywords your competitors rank for can provide insights into the search terms you should target in your SEO strategy. Various online tools are available to conduct keyword research and competitor analysis, offering a wealth of information that can guide your firm in optimising your website for search engines.

3. Evaluating Competitor Backlinks

Backlinks significantly influence a website’s SERP ranking. Investigating the backlinks your competitors have earned can unearth opportunities for your firm to acquire similar, high-quality links. Engage SEO tools designed for backlink analysis to unearth the sites linking to your competitors, considering the quality and relevance of these links.

Moreover, scrutinising the anchor text utilized in these backlinks can offer additional insights. The anchor text should be relevant to the linked page’s content and the keywords you aim to rank for, thereby providing ideas for your own link-building efforts.

4. Assessing Competitor Content

Content plays a huge role in SEO. Analyse the content landscape across competitor websites, identifying the types and formats of content they publish. Look out for blog posts, articles, case studies, infographics, videos, podcasts, and any other content types that seem to engage their audience effectively.

Additionally, assess the quality of the content. High-quality content is typically well-written, informative, and provides value to the reader. Note the topics covered, the depth of information provided, and the frequency of content updates. Understanding these elements can guide your firm in developing a compelling content strategy that resonates with your target audience.

5. Examining Competitor Website Structures

The structure of a competitor’s website also warrants examination. A well-structured site not only provides a superior user experience but also facilitates search engines in crawling and indexing the pages efficiently. Pay attention to the site’s navigation, URL structure, use of headers, mobile responsiveness, and page load speed. These elements collectively influence the site’s SEO performance, providing cues for optimising your own website’s structure and design.

5. Utilizing the Information Gathered

Once your law firm has conducted a meticulous SEO competitor analysis, it’s pivotal to translate these valuable insights into actionable strategies that contribute to your digital marketing success. The gathered information should guide your SEO efforts, serving as a blueprint for enhancing your online presence and boosting your rank on search engine results pages (SERPs).

Develop a Strategic Plan

1. Crafting Your Unique SEO Strategy

Utilising the data obtained from your competitor analysis, start formulating a comprehensive SEO strategy tailored to your law firm’s specific needs and objectives. This strategy should integrate the effective tactics identified during the analysis while also capitalising on areas where your competitors fall short.

2. Setting Clear Objectives

Define clear, measurable objectives for your SEO initiative to gauge your progress and performance accurately. These goals should align with your firm’s broader business targets, providing a clear direction for your SEO efforts. Establish KPIs (Key Performance Indicators) to monitor the success of your implemented strategies continuously.

Implement Changes Based on Analysis

1. Keyword Optimisation

With a list of high-performing keywords used by competitors, optimise your website’s content to incorporate these relevant search terms. This process should be thoughtful, ensuring that the integration of keywords appears natural and provides value to your readers, enhancing your website’s visibility and relevance in search results.

2. Building Quality Backlinks

Leverage the insight from your competitor’s backlink profile to build your own network of high-quality, relevant backlinks. Engage in outreach to authoritative websites and platforms in the legal industry, offering valuable content that they might want to link to, thereby strengthening your site’s authority and trustworthiness.

3. Content Enhancement

Create and distribute content that not only rivals but surpasses the quality found on competitor sites. Your content should be engaging, informative, and tailored to address the needs and concerns of your target audience. Consistently producing superior content establishes your law firm as a thought leader in the field, attracting more visitors and potential clients to your website.

4. Website Structural Improvements

Implement changes to your website structure and design based on the positive attributes identified in competitor sites. This might include improving navigation, enhancing mobile responsiveness, optimising page load speeds, and ensuring a user-friendly experience that retains visitors and encourages conversions.

Continuously Monitor and Adjust

1. Regular Performance Review

Consistently review and analyse your website’s performance in light of the implemented changes. Utilise analytics tools to track user behavior, engagement levels, and conversion rates, understanding how users interact with your site and content.

2. Agile Adjustments

The digital landscape is dynamic, with search engine algorithms and user behaviors constantly evolving. Be prepared to make agile adjustments to your SEO strategies in response to these changes. Regularly revisit your competitor analysis to stay informed about shifts in the competitive environment, adjusting your tactics as necessary to maintain a competitive edge.


Conducting an in-depth SEO competitor analysis and utilising the insights strategically is an indispensable process for law firms looking to establish a robust online presence and excel in search.

Ultimately, SEO competitor analysis is not a one-time undertaking but an ongoing practice integral to your firm’s digital marketing success. In a digital age where visibility is synonymous with viability, understanding and leveraging SEO competently is non-negotiable.

Need help with competitor analysis for your law firm?

Rapid Growth Marketing is a dedicated marketing agency for lawyers specialising in SEO, Google Ads and professional websites. Our team has managed over 1000 successful SEO campaigns and survived and thrived through all the regular Google algorithm updates.

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