A step-by-step framework you can implement this week

Most law firms approach SEO as a to-do list without structure. You get a spreadsheet of 200 items with no sense of which moves the needle first. This creates decision paralysis and wasted effort on activities that don't move rankings.

This checklist groups actions into three tiers: Foundation (required for any ranking progress), Core (where most ranking gains happen), and Advanced (refinement and competitive edge). Each tier has a specific timeline and expected outcome.

The checklist covers five domains: technical SEO, on-page optimization, local search, content strategy, and compliance considerations specific to legal marketing. Your firm may not need every item—some are conditional based on firm size, geography, or practice areas—but you'll know exactly why you're skipping something rather than overlooking it.

Educational note: This checklist focuses on SEO mechanics. Bar advertising rules and website [law firm SEO compliance](/resources/attorney/law-firm-seo-compliance) are covered separately in our legal-specific compliance guides. Always verify state-specific advertising rules with your bar association.

Foundation items are non-negotiable. A website without these cannot rank, no matter how good your content is.

Site Speed & Performance

• Run site through Google PageSpeed Insights; target 50+ mobile score
• Enable gzip compression on server
• Minimize CSS/JavaScript files
• Optimize image file sizes (convert to WebP where possible)
• Implement lazy loading for images below the fold
• Test Core Web Vitals monthly

Mobile Optimization

• Verify responsive design on iOS and Android devices
• Test touch targets are at least 48×48 pixels
• Ensure forms are mobile-friendly (larger input fields, readable text)
• Check that phone number is clickable on mobile (tel: links)

Technical Setup

• Create and submit XML sitemap to Google Search Console
• Verify robots.txt file allows crawling of public content
• Implement SSL certificate (https:// for all pages)
• Set preferred domain (www vs. non-www) in GSC
• Add Google Analytics 4 and link to Google Search Console
• Implement schema markup for law firm (Organization + LocalBusiness schema)

These 16 items improve Google's ability to crawl, index, and evaluate your site. In our experience, firms that rush through foundation tier spend double the time later fixing technical debt.

Once foundation is solid, core items generate visible ranking movement. These are where most law firms see their first 2-3 month results.

Google Business Profile Optimization

• Claim and verify GBP listing
• Complete all profile fields: address, phone, hours, practice areas
• Add 5-10 high-quality photos (office, team, practice areas)
• Create and publish 2–3 GBP posts per month (legal insights, firm updates, event announcements)
• Add practice area service areas within service radius
• Request and respond to reviews weekly (target 8-12 monthly new reviews)

Practice Area Pages

• Audit existing practice area pages for: keyword relevance, H1 optimization, internal links
• Rewrite meta descriptions to include primary keyword and value prop
• Ensure each page has 800+ words of substantive content
• Add schema markup for individual practice areas (FAQPage schema for Q&A sections)
• Include at least 3 internal links from practice area page to related content

Local Citations

• Claim or create profiles on: Justia, FindLaw, Avvo, State Bar directory, local chamber of commerce
• Ensure Name, Address, Phone (NAP) consistency across all citations
• Add firm description and practice areas to each citation
• Target 15-25 relevant legal directories within 4-6 weeks

Review Management

• Set up monthly review request system (email, GBP, SMS)
• Respond to all reviews within 48 hours (positive and negative)
• Create response templates: acknowledge, address issue, thank for feedback

Core tier typically shows 2-4 ranking improvements on high-intent keywords within 6-8 weeks. The GBP optimization alone often moves firms into top 3 for local searches within a month, depending on local competition.

Advanced items build long-term authority and capture search volume your competitors miss. These deliver compounding returns over 6-12 months.

Content Pillar Strategy

• Identify 3-5 core practice area clusters (e.g., DUI Defense, Drunk Driving, License Suspension)
• Create pillar page for each cluster (1,500–2,000 words)
• Write 4-6 supporting blog posts per pillar (800–1,200 words each)
• Interlink pillar to supporting posts with keyword-relevant anchor text
• Update support posts monthly with new case law, regulation changes, or client FAQs

Blog & Educational Content

• Publish 2–4 blog posts monthly (consistency matters more than volume)
• Focus on client questions: "What happens if...?", "How do I...?", "What are the consequences...?"
• Target long-tail keywords (3-5 word phrases, lower search volume, higher intent)
• Add internal links to practice area pages (1-2 per post)
• Refresh 1-2 existing high-traffic posts monthly with updated information

Authority Building

• Build backlink profile through legal associations, alumni networks, local directories
• Guest post on legal publications and blogs (1-2 quarterly)
• Contribute expert commentary on legal news (1-2 monthly)
• Create downloadable resources (legal guides, checklists, templates) gated for email capture

Technical Refinement

• Implement breadcrumb schema for navigation clarity
• Add FAQ schema to pages with practice area FAQs
• Monitor crawl errors in GSC monthly; fix 404s and redirect chains
• Audit internal link structure quarterly; add links to orphaned content

Advanced tier items typically show measurable impact after 3-4 months of consistent execution. Firms that maintain this tier see ranking growth accelerate in months 6-12 as content depth and authority accumulate.

Educational note: This section covers general compliance categories. Specific bar advertising rules, client testimonial restrictions, and website requirements vary significantly by jurisdiction and practice area. Always verify current rules with your state bar association and legal counsel before publishing content or testimonials.

Website Compliance

• Add privacy policy that complies with state regulations and GDPR (if applicable)
• Include disclaimer: "This website is for informational purposes only and does not constitute legal advice"
• Add client intake disclaimer: collecting information via contact form does not create attorney-client relationship
• Ensure ADA compliance: alt text on images, heading hierarchy, keyboard navigation
• Test website with screen reader (NVDA or JAWS)

Client Review Management

• Verify state bar rules on client testimonials (many states restrict unsolicited testimonials)
• Do not alter or edit client reviews; respond to them instead
• Avoid false or misleading claims in GBP posts and practice area descriptions
• Include disclaimer on any results or case outcome mentions

Content Compliance

• Avoid designed to results language ("You will win", "We always get convictions")
• Do not make specific predictions about case outcomes or settlement amounts
• Cite relevant case law, statutes, or regulations when making legal arguments
• Update content when relevant law changes; mark outdated content prominently
• Disclose relationships: referral arrangements, co-counsel agreements, fee-sharing arrangements

Business Directory Compliance

• Verify that all practice areas listed in directories match actual practice areas
• Update directory listings within 7 days of any address, phone, or practice area changes

Review the specific bar advertising rules for your jurisdiction before launching or updating any marketing content. State rules on testimonials, case results, and client communications vary widely and are enforced actively.

Use this matrix to decide which items to tackle first based on your firm's current state and constraints.

Most law firms see meaningful ranking movement within 8-12 weeks when executing Foundation and Core tiers consistently. Advanced tier items compound over time; expect 6-12 months before measuring full impact of content strategy and authority building.