Law firm SEO & AEO
SEO for law firms that turns rankings into consultations
Map pack rankings, practice-area pages and AI search visibility for attorneys in Dallas and across Texas.
Our approach
We rank the pages that sign cases, then build out from there.
A law firm website can rank for hundreds of terms and still produce almost no calls. We start with the handful of searches that bring in your best cases, your most valuable practice area in your own city, and make sure your firm owns those first.
From there we expand into nearby cities, specific case types and the questions people ask before they call a lawyer. Each page is written to be read by a worried person on a phone at night, not stuffed with keywords.
What's included
The work behind every ranking.
Technical SEO
Site speed, Core Web Vitals, crawl errors, indexing, internal linking, redirects and HTTPS. The foundation everything else sits on.
Local & map pack
Google Business Profile categories, services, photos and weekly posts, plus a steady review process and consistent name, address and phone data across the web.
Content
Practice-area pages, city pages and answer-first articles written for clients, reviewed for Texas advertising rules, and approved by your firm.
Legal directories
Avvo, Justia, FindLaw, Super Lawyers, Martindale-Hubbell, Lawyers.com and the State Bar directory, all complete and consistent.
Authority & links
Local sponsorships, bar associations, news coverage and relevant legal resources. No link farms or schemes that put your domain at risk.
Reporting
Rankings for your target terms, map pack position by neighborhood, calls from organic search, and what changed this month.
AEO / GEO
Answer engine optimization for attorneys
More people ask an AI who to hire before they ever see a search result. These systems pull from a narrow set of sources and name only a few firms. We make your firm easy for them to understand, trust and recommend.
- Visibility audit
We ask ChatGPT, Gemini, Perplexity and Google AI Overviews the questions your clients ask, and record which firms they name.
- Entity cleanup
Your firm, attorneys, practice areas and locations described the same way everywhere: website, Google, directories, bar profiles.
- Structured data
LegalService, Attorney, FAQ and review schema so machines read your site correctly.
- Answer content
Clear, direct answers to real client questions, the kind of passages AI systems quote and cite.
FAQ
Law firm SEO questions
What keywords should a law firm rank for?
The ones with case intent: practice area plus location (“Dallas divorce lawyer”), specific situations (“hit by an uninsured driver Dallas”) and questions people ask before they hire. Ranking for your firm name or for broad informational terms rarely produces cases on its own.
Does my Google Business Profile matter more than my website?
For local searches, the map pack often gets the first look, and it's driven largely by your Google Business Profile, reviews and proximity. Your website still matters because Google uses it to judge relevance. We work both together.
Can you guarantee a #1 ranking?
No honest agency can, because Google controls the results. What we can commit to is the work: the pages, fixes, citations and links that move rankings, reported transparently every month.