SEO Content Strategy for Law Firms

Craig Wilson
Rapid Growth Marketing

Crafting a robust SEO content strategy is crucial for law firms aiming to outrank competitors on Google, enhance social media traction, and increase client inquiries through their websites. This is especially true given that over 70% of people would rather get information from blogs than through traditional advertising.

In the fiercely competitive legal sector, particularly personal injury law, a lead’s value can range from tens of thousands to millions, making a well-planned, data-driven content strategy indispensable for achieving tangible results.

In this article I will share my processes and insights from creating over 1000 blog posts and successful SEO campaigns here at Rapid Growth Marketing and my other agency Sticky Digital.

Understanding SEO Content Strategy

SEO content strategy is a harmonious integration of SEO and content marketing, designed to support your law firm’s overarching business goals. It involves optimising your website’s pages to rank higher in search results (SEO) and creating content that builds trust with visitors, encouraging them to take desired actions, like filling out a contact form or making a phone call.

SEO Strategy Breakdown

SEO can be broadly categorised into On-Page and Off-Page SEO, with multiple optimisation techniques falling under each category. Key focus areas include:

  • Crawlability: Ensuring search engines can easily find, read, and index your website.
  • Search Intent & Content Quality: Crafting content that addresses users’ queries and embodies expertise, authoritativeness, and trustworthiness (EAT).
  • Authority: Earning citations or references from trusted online sources, which act as votes of confidence.
  • Page Speed/Web Core Vitals: Optimising for fast page loading times and providing a positive user experience.
  • Mobile Friendliness: Ensuring your website is responsive and user-friendly on mobile devices.

Harmonising SEO and Content

SEO and content are intertwined, with SEO driving visitors to your website and content engaging and converting these visitors. Viewing them as interconnected components of your business strategy is crucial for developing an effective SEO content strategy.

Content-Type Considerations

Identifying and creating content types that align with your goals is vital. Whether you aim to build brand awareness or sign cases immediately, your content should address the unique needs of your target audience. Content types that perform well on Google include long-form blog posts, resource directories, informational videos, infographics, and service pages.

Playing the Long Game

SEO is a long-term investment that can yield compounding returns over time. While it doesn’t deliver overnight results, consistent and diligent efforts in creating and updating unique, user- and search engine-optimised content can build momentum and drive significant traffic and conversions in the long run.

Success Story

We started working with a family law firm in a highly competitive market in their first year of business. We devised a plan for steady, long-term growth to best suit the firm’s needs and service capabilities.

The plan initially involved SEO and content creation to build reliable qualified traffic and establish “thought leadership” in their area.

We later launched a new website for this client which allowed us to make more gains in organic search traffic and present the business more professionally. This led to the second strong upswing in traffic growth.

As a result, they have enjoyed solid steady growth ever since, outgrowing two offices and becoming the leading family law firm in their market.

They absolutely dominate organic search for their services in their region.

Getting Started with SEO Content Strategy

Investing in SEO and content is akin to contributing to superannuation — the earlier you start, the better. If previous SEO efforts didn’t yield the expected results, reassess whether you gave it adequate time and consider recommitting to a long-term strategy. Whether you choose to handle SEO and content marketing in-house or outsource it to experts, starting today is the next best step.


An SEO content strategy is a secret weapon for law firms looking to dominate Google rankings, increase social media engagement, and receive more inquiries. By understanding and implementing a data-backed content strategy, law firms can unlock compounding returns and secure a competitive edge in the digital landscape.

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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