Promotion of a law Firm Abroad

Website promotion is relevant for any niches, whether it is the sale of souvenirs or legal services. But there are some nuances, all the more there are differences in the promotion of sites for the foreign market. Local SEO is valued here, a lot of traffic comes from mobile devices and low-frequency queries. Plus, the mentality of the target audience. Foreign users interact differently with the website and make decisions, they have their own perception of advertising and USP.

That is why it will not work to use the same strategy for promoting a law firm in Ukraine and abroad. You need to create a separate plan, taking into account the tasks of the site owner and local features of promotion.

The topic of today’s article is the promotion of a law firm abroad. Consider step-by-step actions and find out what to do to reach the top.

SEO strategy for law firms

The main premise of search engine optimization is simple: you need to maximize the visibility of the company on the Internet, using all the advantages of proven methods of getting to the top. These methods are different – from expert content to improving the efficiency of the structure. All this will form part of the resource optimization strategy for the law firm.

Speaking specifically about SEO promotion points, they are as follows:

  • development of keywords;
  • site optimization;
  • local promotion;
  • work with links.

Of course, each stage includes a large pool of tasks, which together provide optimization and bringing the legal site to the top. And now we will consider in more detail what is to be done as part of the promotion.

Keyword Research

A person enters a specific query into the search bar (for example, “criminal lawyer”). In response to the phrase, links pop up with sites containing this keyword. The task of the optimizer is to collect all thematic queries and implement them on the web resource.

To work with the semantic core, special tools are used (paid and free). Abroad it is mainly Ahrefs, Google Keyword Planner, KWFinder, SEMrush, SpyFu, Wordtracker. When researching keywords, special attention should be paid to commercial phrases. While they may drive less traffic, there are benefits:

  • it is easier to rank with them;
  • the likelihood of a conversion increases as people are looking for a specific service rather than just information.

For example, the keyword in the screenshot clearly shows that a person is interested in suing an insurance company. Most likely he will need the services of a lawyer.


Another example: 320 people enter the query “Florida legal services” every month. This is a commercial intent, as legal assistance is needed.

In the course of working with the semantic core, information requests are also taken into account, which begin with the words “how” and “why”. People use them when looking for answers to their questions. It makes sense to embed such keywords in useful blog articles, case studies, white papers. Although users may not be quite ready to order legal services, demonstrating their expertise will help the company attract attention and inspire trust. In addition, high-quality content collects a lot of links and reposts. And these are already important ranking factors.

A few more useful tips on working with CL for foreign law firms:

  • prioritize keywords with low competition;
  • include relevant queries with long tails;
  • use keywords in both internal and external SEO;
  • create content based on requests better than competitors.

Working with keywords is an important part of search promotion. The potential of bringing the site to the top depends on the SA, so you need to devote enough time to it.

Site optimization

Let’s move on to the most interesting part – working with the “innards” of a web resource. We will study the key elements of optimization.

SEO site structure

Believe me, no one likes to run through the corridors in search of an office when there are no signs and signs anywhere. It’s pretty much the same with websites. The structure should be clear, consistent and understandable. Give the visitor the ability to easily find the desired section with services or get to the blog. If you force him to search for a long time, he will simply go to competitors.

The standard organization of the structure is the placement of the list of services on the left side of the main navigation bar.


Under the main element should be placed subsections:


In working with the structure, it is recommended to apply the principles of UX. These techniques increase engagement rates, which Google responds well to when exploring the site.

Here are a couple of UX tips:

  1. Work through each page so that you can get to the main sections from it, because users rarely go directly from the search to the main page.
  2. Don’t overload your navigation with too many pages. If there are sections for in-depth study of a topic for a service, you can place a link in the sidebar of individual pages.
  3. Check if the relevant sitemaps are included on the pages. This makes it easier for search engines to find and index content.

Now everything is sharpened for UX: designs, texts, etc. It needs to be used to satisfy users.

URL optimization

Here again it is worth using keywords. Use relevant words in every url of the site, but without fanaticism. Do not make too confusing and unreadable addresses. The user should understand after reading the url what this page is about.

By the way, new URLs are worth optimizing. The old ones are almost certainly indexed, so the changes are meaningless. Moreover, improper optimization of such addresses often leads to loss of visibility in the search engine. Be careful.


This is an important part of the strategy of any law firm. Google has a “freshness” ranking signal that gives higher rankings to a site with frequently updated content. It also makes sense to fill blog articles with information requests. These search phrases usually have a lot of traffic. Yes, it’s not worth embedding such requests in service pages, but they are ideal for blog posting.

Let’s go back to the aforementioned keyword “can I sue the insurance company.” You will get traffic for this query by writing a blog post titled “How to Sue an Insurance Company if You Have an Accident”. Here it is worth immediately recommending hiring a lawyer. At the end of the text, you can add a call to action, thereby encouraging the reader to order legal services.

You need to blog regularly. This forces Google to crawl and index the content more often so that it brings in a lot of relevant traffic. By the way, experts advise making articles of at least 2000 words. All because:

  • long messages position the company as an expert;
  • such articles often occupy higher positions;
  • people tend to actively interact with expert texts, increasing engagement rates;
  • these articles tend to get more inbound links.

No duplicate content! All the same rules of quality material apply: uniqueness, structuredness, benefit for the target audience.

Page speed

Until recently, only desktop versions of sites were optimized, but now page loading speed on mobile devices is also important. In the case of the latter, you can use Google Accelerated Mobile Pages (AMP). Desktop optimizations include GZIP compression, graphics reduction, CSS code size reduction, JavaScript code reduction, etc.

Everything needs to be worked out. If the pages take too long to load, someone who really needs to hire a lawyer will go to a competitor’s site.

Factors on the page: content

The legal sphere is specific, and it is difficult for a simple user to immediately understand the intricacies of services. Present information clearly and simply. Do not overload the texts with terms, complex formulations that are understandable only to lawyers and experts.

It is desirable to have a landing page with an overview of the services that the company provides. Implement linking to narrow specialties here. So it is easier for the user to navigate and go to the section that interests him. Make sure all important services are enabled!

When writing texts, it is necessary to use commercial key phrases that people enter when searching for services. Add such clear calls to action: leave a request, send an email, request a call back, etc. Is a free case assessment available? Be sure to include this:


If the company operates in several cities/states, you need to create separate pages with unique content. This is a great way to leverage geotargeted keywords.

Carefully work out the service pages: “Contacts”, “About us”, etc. It is also worth providing a block about each lawyer with a photo and a brief description:


Another important point: on the sites of legal services, people are looking for answers to their questions. Give them. Make a section with frequently asked questions and close the most common ones.

Website optimization: using keywords on the page

To get Google’s attention, blog pages and articles need to be expertly optimized through the strategic use of keywords.

Queries are embedded in meta tags: title, description, etc. They are still an important ranking factor in Google. Use a reasonable number of keywords, but watch out for characters (you need between 60 and 70). Otherwise, the tag may be truncated in search results:


Optimize also the headings and subheadings of all articles, but only make them readable. These headings make it easier for users to find the information they need and also help Google “understand” the content. If you use WordPress, they are very easy to optimize. You simply select the text and then select “Heading 2”:


Keywords are also used when setting up internal linking. It helps users navigate from one section to another if they are related thematically.

Local SEO

If the company operates in different cities or states, you need to optimize the site for specific locations, that is, there must be a unique page for each geolocation in order to get good links for a local audience.

To work with local SEO, you first need to be added to Google My Business and get verified. The information you provide about a business appears in Google Search and Maps. It is important that the information contains the name, address, telephone number of the law firm. If there are any discrepancies in the data, correct everything. Accurate business intelligence is fundamental to Google’s local search algorithm. For example, Google’s maps section relies heavily on accurate data so that users call the right number and get the correct driving directions.

Bottom line: if the online information is wrong, Google won’t trust the entry enough to show it for search.

External link optimization

Google ranks sites with quality backlinks well. Therefore, when promoting a law firm abroad, you need to get as many backlinks from different domains as possible. It is important that incoming links are relevant.

Various platforms can be used as donors: thematic blogs, well-known media sites. Citation in news sources will do. You can also create guest blog articles that allow you to link to your own site. One strategy is to post legal news on websites dedicated to legal professionals.

Check the quality of the links. Bad backlinks can lead to sanctions from the search engine and harm the site. Build link mass naturally and gradually, using only reliable donors for placement.

Measuring results

It is necessary to evaluate the success of SEO, otherwise it is impossible to verify the effectiveness of promotion. Analyze data through Google Analytics and Search Console. Create basic reports, sum up monthly progress results and adjust the strategy as necessary.

SEO is not a machine that you just need to run once and just get results. Search engine algorithms are regularly updated, people change their preferences, become more demanding. Therefore, you need to constantly work on optimization. And that’s the only way to achieve success.


Is the promotion of a law firm abroad very different from the strategy used in Ukraine? Basically the basic work is the same. You need to focus on content, optimize the site locally and regularly monitor the results.

As for the complexities of promotion, SEO cannot be simple. However, by cooperating with specialists, it will be possible to achieve good results faster, so you should take the choice of a contractor seriously and entrust the site to an experienced team.

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