Search engine optimization has changed a lot in recent years. What used to help your law firm rank on Google might now be doing more harm than good. If your website traffic has slowed down or your online leads have dropped, outdated law firm SEO tactics could be the reason.
The good news is that better strategies are available, and easier to implement than you might think. In this guide, we’ll break down five common SEO tactics law firms still use that no longer work, and show you what to do instead.
1. Keyword Stuffing
The Old Way: Many law firms once believed that repeating the same keyword over and over would help them rank higher. Pages would be filled with phrases like “best personal injury lawyer” or “car accident attorney in Atlanta” five or six times in a row, even if it sounded awkward or robotic.
Why It’s Outdated: Google is much smarter now. It can detect unnatural patterns and penalizes sites that try to game the system. Instead of helping, keyword stuffing can actually hurt your rankings and turn away potential clients who are looking for helpful, human content.
What to Do Instead: Use keywords naturally and focus on providing value. Choose one main keyword per page and support it with related phrases. Write like you’re explaining something to a real person. A page that answers questions clearly will always perform better than one that’s overloaded with keywords.
2. Writing for Search Engines, Not People
The Old Way: Some law firm websites are still packed with dry, overly formal content written purely to please Google’s algorithms. These pages often lack emotion, clarity, or personality.
Why It’s Outdated: Search engines now prioritize user experience. If people quickly leave your page or don’t engage with the content, Google sees that as a sign the page isn’t useful. As a result, it gets pushed down in the rankings.
What to Do Instead: Write for people first. Use a conversational tone. Break up long paragraphs. Add headers, bullet points, and images. Make your content easy to scan, especially on mobile devices. Help your reader feel like they’ve found the answer they’re looking for—and they’ll stick around longer.
3. Ignoring Local SEO
The Old Way: Some firms try to rank for broad keywords like “lawyer” or “attorney,” without any mention of their specific city or neighborhood. Others may only list their city once, buried in a footer.
Why It’s Outdated: Google now prioritizes location-based results. If your law firm isn’t clearly connected to your area, you’ll be invisible in local search. That means fewer leads, even from people nearby.
What to Do Instead: Focus on local SEO. Create dedicated service area pages for each location you serve. Include your city and neighborhood names naturally in your content. Keep your Google Business Profile updated and encourage satisfied clients to leave reviews when appropriate.
Local relevance is one of the most important parts of law firm SEO today.
4. Using Generic, Repetitive Content
The Old Way: Many firms use the same template-style pages across their website. Every practice area page sounds alike, just with the service name swapped out. These pages often include general language like “We fight for justice” or “Contact us for a free consultation,” without offering any real information.
Why It’s Outdated: Google and your readers both want original, valuable content. If multiple pages sound the same, your site may look low-quality or lazy. Search engines prefer websites with unique content tailored to specific topics and audiences.
What to Do Instead: Write content that’s specific and informative. Talk about real issues people face. Include local examples, client-focused answers, and practical next steps. Your goal is to educate and build trust, not just fill space. The more helpful your content is, the more likely people are to contact you.
5. Relying Only on Rankings Without Tracking Results
The Old Way: Some law firms focus entirely on where they rank in search results. They may obsess over being in the number one spot, without understanding how their SEO efforts are actually performing beyond that.
Why It’s Outdated: Rankings alone don’t tell the full story. You could rank high for a keyword that doesn’t bring in qualified leads. Or you might rank lower for a keyword that converts well. Without tracking user behavior and conversions, you don’t know what’s working.
What to Do Instead: Use tools like Google Analytics and Search Console to track real results. Look at metrics like time on page, bounce rate, and how many users contact you through your site. Monitor which pages bring in the most traffic and which ones lead to client inquiries.
When you focus on performance, not just position, your marketing becomes much more effective.
What’s Working Now in Law Firm SEO
So what should your SEO strategy look like in 2024 and beyond? Here are a few modern tactics that deliver real results:
- Create content based on real questions clients are asking
- Use local news stories to explain legal rights in current, relevant ways
- Keep your website updated and mobile-friendly
- Link between related pages to guide users and improve SEO structure
- Use plain language to explain complex legal topics clearly
- Build your authority by earning backlinks from trusted sources
If that sounds like a lot to manage, don’t worry—you don’t have to do it alone.
Why Smart Law Firms Partner with SEO Experts
Law firm SEO is always changing. What worked two years ago might be outdated today. That’s why partnering with professionals who understand the legal landscape and digital trends is so important.
At Firm Focus Marketing, we help law firms like yours build smarter SEO strategies that are current, ethical, and designed for growth. We don’t rely on shortcuts or outdated tactics. Instead, we craft content and campaigns that connect with real people and drive real results.
Contact Us Today
If your SEO feels stale or you’re not getting the leads you expected, it might be time for a smarter strategy. Contact our team today to learn how we can help your law firm thrive with SEO that’s built for now, and built to last.
