SEO Services for Employment Lawyers & Law Firms

You’ve helped dozens, hundreds, maybe thousands of workers in their employment disputes. Your clients speak highly of you, as do your peers. But despite your skill and passion, something’s still missing: visibility.

Even with a solid reputation and a few glowing reviews, employment lawyers and law firms may struggle to be found by workers seeking an attorney to represent them in employment disputes.

This is where SEO comes in. With the right strategy, you’ll be in a position to get found by more workers searching in the Google organic results, Google Maps, and new AI-driven search tools like ChatGPT and Google’s AI Mode.

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SEO is how employment law firms get found online

In many markets, employment law attorneys are everywhere. Standing out isn’t just about being good; it’s about being visible. Law firm SEO drives that visibility, putting you in front of the people actively searching for your services. More visibility means more leads for your firm. More leads mean more cases.

Here’s real-world data revealing what it’s costing you not to invest in SEO.

Source: Ahrefs

And the “lawyer/attorney” searches don’t stop there.

Search Terms Related to Employment Law

Source: Ahrefs

There’s significant national search volume for terms like ‘employment law attorney,’ and some of that’s happening right in your market. But there’s also search volume for geo-specific queries like ‘atlanta employment law attorney’ (300 average monthly search volume).

If you’re an employment law firm in Atlanta, you’d build a campaign (write helpful content, internal linking, external link building, etc.) to target that geo-modified query. And that same page can also rank for the broader, non-geo term (‘employment law attorney’) when the searcher is local.

There’s even an opportunity in local-intent searches tied to specific case types. Think, ‘wrongful termination attorney san francisco,’ for example.

Keyword research helps you identify the right queries based on search volume, difficulty, and business fit. And in many cases, those local-intent terms tell you more about your market opportunity than broad non-geo queries ever could.

Source: Ahrefs

Cookie-cutter SEO won’t cut it

“But can’t I just write a few pages for my site and have Google index them?”

Sure, you could just throw up a page called ‘Employment Law Attorney’ and wait for something to happen. But it probably won’t work.

Where does your website stand now? Is it authoritative? Is it new or otherwise lacking content and authority? What budget are you willing to invest to grow your online presence?

Visibility isn’t just about ranking in the blue organic links. It’s about the map pack, LSAs, voice search, and AI-driven results like ChatGPT and Google’s AI Overviews and AI Mode.

Creating an SEO strategy that fails to reflect your practice and market and that fails to account for all the platforms where people might find you is doomed to fail.

Your strategy should consider your budget and the resources required to create pages that strategically target keywords you can rank for and generate leads for your firm. Additionally, it should factor in your LSA budget, GBP, off-page initiatives, tech fixes, and the potential impact of AI on the search landscape.

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What Does an SEO Roadmap Look Like for Employment Lawyers?

Every law firm brings its reputation, reviews and ratings, budget, market, and goals into its digital strategy. A real SEO partner takes the time to understand those variables, audit your current presence and performance, and build a tailored roadmap that fits your firm, not a generic checklist they’ll push on every employment law firm that hires them.

An SEO roadmap should cover both on-page and off-page strategies. Some efforts are foundational, others ongoing, but all work together to drive real results.

A well-built SEO roadmap goes beyond keywords. It may include content creation, topic clusters, technical improvements, and other SEO tactics strategically layered over time to generate momentum and results.

Let’s break down how that roadmap could vary for two different employment law firms:

Law Firm #1: Established in NYC With Minimal SERP Presence

Law Firm #1 is a boutique, three-attorney practice in New York City with 15 years in business. They do some offline advertising, but they haven’t invested much in their website and have minimal visibility in search results. The website has a couple dozen pages, and they’re pulling in a couple of leads per month, but those usually come from their Google Business Profile (GBP) listing. The firm wants to double online leads in the next six months through organic and AI-generated traffic.

The first step? A quality SEO agency would start with a deep dive: do a technical and content audit, review site and URL structure, conduct a competitive analysis, and align with the firm on its goals and preferred case types.

New York is a competitive market, so the strategy must be clever and precise. After the foundational audits and fixes, the next move is an aggressive content and link-building push. That would likely start hyperlocal around their office, but the SEO strategy may also look for openings to generate traction in the boroughs and areas outside the city. For example, “employment law attorney NYC” has a monthly search volume of 150, but it’s difficult to rank for it. Swap NYC for Queens or Bronx in the same query, and the search volume is lower, but so is the competition.

The roadmap aims to facilitate short-term leads while building toward a broader NYC presence. That means prioritizing where the firm can gain traction fastest, then expanding outward as authority grows. And because SEO isn’t set-it-and-forget-it, strategic check-ins like monthly progress reviews would keep things agile and aligned. This would also be included in the budgeting process.

Law Firm #2: A New Firm in Boise With a Brand-New Site

Law Firm #2 opened its doors less than a year ago. Their website is minimal. It has a low domain authority, little content, and the site structure is messy. It has yet to consistently produce leads, and that’s the goal: to start generating visibility and leads online.

For firms without any or much digital infrastructure, the first months focus on the foundation.

• Technical audit and fixes
• Establish a clean site and URL structure
• Competitor analysis
• Google Business Profile creation or optimization

Once the initial audits and setups are complete, content and link-building begin. Link-building may start with local citations and directories and other low-hanging fruit. A competitor backlink audit could offer clues about other backlinks the firm might build to start gaining more authority online.

The content strategy would start with core practice areas in Boise. Unlike NYC, competition to rank for queries targeting Boise is much lower, which means even a newer firm with a strategic SEO plan and requisite budget could start to gain traction within the first year.

The content would also include resource-type content to build authority and attract backlinks for the law firm, as well as reach users earlier in their journey, such as when they’re researching Idaho employment law or how to choose an attorney. Assets like those build trust with clients before they’re even ready to call.

What We Do Web can do for your site, firm, and reputation.

You have enough on your plate. Let us handle the rest. When you work with us, you get:

• The most comprehensive audit in the industry (for FREE!)
• A roadmap made specifically for your employment law firm
• Monthly consultancy where we’ll go over goals, progress, and any necessary pivots

We’ve helped firms of all sizes, from solo practitioners to firms with a national presence. We can help you, too.

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