The fundamental idea of Massachusetts attorney SEO (search engine optimization) is straightforward: Use well-known techniques to improve your law firm’s online visibility. Creating material that establishes you as an authority, for example, or technical activities like ensuring your website’s architecture and code are optimized are all examples of this.

Although SEO may be a significant investment for many businesses, it is an essential component of the marketing mix for businesses operating in a competitive market like the legal sector. There are difficulties, though: some law firms that hire outside agencies may be disappointed by poor availability or lackluster search engine ranking results.

If you’re looking for individuals who can do SEO in-house, you may have a hard time finding competent candidates that have experience with Local SEO, copywriting, and link building. These are all unique skillsets that aren’t often found in one person.

That said, there are some relatively simple techniques that you can work on to boost your visibility in search results. Read on to learn more.

Massachusetts Attorney SEO Tips

For attorneys that focus on the right things, SEO success is simple. These methods can help you focus on search engine optimization methods that work.

Attorney SEO Tip #1: Content

The key component of search engine rankings, traffic, and leads is the text on your website since Google is concerned with delivering searchers with the most appropriate information. As a result, Google’s main focus is on text when determining whether a website page will provide a positive response to a user’s query. The higher your content ranks, the more confident Google is that you are providing quality content.

Google assesses the results of each referral to a page on your website. If a user lands on your website and remains there, Google will be more likely to offer up your site to similar searchers in the future. If a user leaves your website quickly, this indicates that your site’s content is not relevant for those sorts of searches and your rankings will suffer.

Having quality content on your website is one of the top ways to ensure SEO success. The other tips highlighted below will also support your attorney search engine optimization efforts.

For solopreneurs and attorneys in Massachusetts, this is great news because you can compete with larger, better funded competitors even with a small budget for digital marketing.

Attorney SEO Tip #2: Good Website User Experience (UX)

User experience (UX) is the term used to describe the practical aspects of website development. UX-driven attorney websites provide a superior experience and increase the likelihood that visitors will become leads.

Here are three things to consider when it comes to UX experience:

Site architecture. This refers to the way the content on your website is organized. It should be simple for visitors to find the information they need without having to search for it.

Content readability. Here are some questions to ask you yourself when reviewing a website:

  • Is the content well-written?
  • Is it easily understandable?
  • Does it get to the point?

The most important thing to remember about your content is that it should be as easy to read as possible. As a result, avoid moving background elements or animations that divert attention away from your message. Use a large font and adequate contrast between your text and background to prevent eye strain.

Conversion opportunities. Your website should encourage visitors to become leads by guiding them through the sales funnel while on the website. We prefer the “don’t make me think” approach, and we advise including a variety of calls-to-action (buttons, internal links, etc.) to assist visitors in moving towards the action(s) you want them to perform.

You can quickly turn website visitors into paying clients, regardless of the sector you operate in, if you follow these three guidelines.

Attorney SEO Tip #3: Optimize Your Website Structure

There are three structural standards that must be met if you want to rank highly on search engine results pages (SERPs). The following requirements must be met on your legal firm’s website:

  • Website Responsiveness: A mobile-friendly website should be standard for any attorney’s website. Not only does it provide a great experience for visitors, regardless of the device they are using, but Google also rewards websites that are responsive by showing them above non-responsive websites.
  • Security: Your website’s security certificate should be valid and up-to-date (https:// instead of http://).
  • Fast Loading Speed: Visitors must be able to access the information on your website that they are looking for as quickly as possible, or they will move on to the next attorney on the list. To outpace your competition, your site doesn’t have to be quicker than them; instead, it just has to be quick enough that visitors aren’t irritated.

Since creative effects, video backgrounds, and other similar elements can be distracting to visitors and slow down your site speed, they should be kept to a bare minimum.

Attorney SEO Tip #4: Search Engine Guideline Compliance

Google’s guidelines state that it prefers high-quality original material and takes a dim view of deceptive or duplicate content. Link purchasing, copying content from other websites, keyword stuffing, and the like are at best ineffective and, at worst, harmful to your search engine results.

Attorney SEO Tip #5: Quality Backlinks to Increase Domain Authority

Domain Authority is a number that indicates how trustworthy search engines find your website to be when compared to other similar sites. It’s determined by the usefulness of your content, how easy it can be navigated (UX), and the number of inbound links your website has coming in from other websites.

Inbound links, which are connections to your website from other websites that you aren’t affiliated with, can help or harm your SEO efforts. Links might indicate either useful information or a wish to deceive Google.

You should never pay for or seek out inbound links because it is ineffective and runs counter to Google’s guidelines. Links are earned through legitimate, relevant material that other websites, not under your control or supervision, link to without request. The higher the domain rank of the website linking to your website, the better for your authority.

Ideas for great inbound links include those from legal directories like or, the Better Business Bureau, and Alumni lists/directories, to name a few. Since most lawyer websites don’t contain any inbound links, getting just one would give you a great advantage. Click here for more ideas on attracting quality backlinks for your law firm website.

Attorney SEO Tip #6: Start Blogging

In the first tip, we stressed the need for high-quality material on your website. Let’s take it a step further and discuss how to create consistent, helpful material through blog posting to help you rank for more keywords.

Check out these blogging statistics:

Businesses that blog receive twice as much email traffic as those who don’t, on average.(Source: Opt-In Monster)

Blogs can yield an increase of 434% for indexed pages and a 97% increase in indexed links. (DemandMetric)

Blogs have been shown to result in a 67 percent higher number of monthly leads for businesses.(DemandMetric)

A well-written blog is one of the most crucial lead generators on an attorney’s website, and one of your most powerful SEO tools. If you don’t have the time or inclination to blog, you can find professional copywriting services to handle it for you.


If you want to boost the SEO of your legal website, concentrate on producing high-quality content while making sure the UX is user-friendly. As a consequence of this approach, your reputation will develop naturally, inexpensively, and permanently.

These strategies, as well as other technical, on-page, and off-page SEO tactics, can help you achieve great results in a few months. If you need help with your attorney website’s visibility, we can help! Check out our SEO packages here or contact us to learn how we can help your legal practice grow.

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