A 47-point framework you can work through this quarter to fix your DUI firm's SEO foundation

This checklist is built for solo DUI attorneys, small defense firms, and practice groups running SEO in-house or managing an agency. You own a DUI defense practice. You rank somewhere on Google—maybe page 2 or 3 locally—but you're not capturing the volume you should. You either haven't completed a full SEO audit or your last one is more than a year old.

The checklist assumes baseline technical competence: you can log into Google Search Console, access your website's CMS, and either make changes yourself or assign them to a web person. It does not assume you're an SEO expert. Every item includes brief rationale so you understand the "why" before the "how."

This is educational content, not legal advice. Compliance items reference ABA Model Rules 7.1–7.3 and state bar advertising regulations. Verify current rules with your state bar before publishing any content or review solicitation strategy.

The 47 items are grouped into four zones: Quick Wins (under 1 week, high impact), Foundation (1-4 weeks, necessary), Content & Authority (ongoing), and Compliance Checkpoints (non-negotiable).

Work through Quick Wins first. These are local and on-page fixes that don't require new content or months of waiting for authority to build. Many DUI firms see measurable movement in local pack rankings within 2-3 weeks once these are done.

Next, tackle Foundation items. These are mostly technical and structure: fixing crawl errors, setting up schema markup, organizing your site. They enable everything that follows.

Content & Authority is the 3-6 month zone. These are high-effort, high-payoff: building local content clusters, earning citations, generating reviews. This is where you separate from competitors and build defensibility.

Compliance Checkpoints run parallel to all phases. They're not optional. DUI advertising restrictions are real, and a bar complaint derails SEO faster than an algorithm update. Flag these as you go.

Track progress in a spreadsheet. Assign owners. Set dates. Report monthly to your partners. This turns a generic checklist into accountability.

Google Business Profile: Claim or verify your GBP listing. Add your full address, phone, hours, and website URL. Upload a professional photo of your office. Add 3-5 service categories, with "Criminal Defense Attorney" as primary. This is the single fastest way to appear in local pack results.

NAP Consistency: Audit your name, address, phone number across your website, GBP, and top 10 local directories (Avvo, Justia, FindLaw, state bar directory). Inconsistencies hurt local rankings. Fix format (e.g., "St." vs. "Street"). Update all profiles with the same version.

Title Tags & Meta Descriptions: Rewrite title tags for your homepage and top 10 landing pages. Format: "DUI Defense Attorney in [City], [State] | [Firm Name]" (60 chars max). Meta descriptions: 120–155 characters, include location and a specific benefit (e.g., "Free consultation, 24/7 availability, reduced charges.")

Review Generation: Set up a simple process to ask clients to leave Google reviews. In our experience working with law firms, those with 30+ Google reviews outrank competitors with 5. Provide a direct review link (Google can generate this). Document your invitation process: email, text, or during closing conversation. Do not incentivize reviews—this violates bar rules.

Local Citation Building: Submit your firm to 5-10 high-authority legal directories: Google Business Profile, Avvo, FindLaw, Justia, Lawyer.com, state bar directory, and local chamber of commerce. Each citation includes NAP, website, and service areas.

Mobile Responsiveness: Test your website on mobile (use Google's Mobile-Friendly Test). Your site must render correctly on phones and tablets. DUI searches are often mobile (people searching at arrest, late night). If pages are slow or unreadable on mobile, you're losing searchers to competitors.

Site Speed: Run your homepage through Google PageSpeed Insights. Aim for a score above 50 on mobile. Compress images, enable browser caching, minify CSS/JavaScript. Slow sites rank lower and have higher bounce rates.

SSL Certificate: Ensure your site runs on HTTPS (padlock icon in the browser). This is a ranking factor and a trust signal. Most hosting providers offer free SSL; enable it and redirect all HTTP traffic to HTTPS.

XML Sitemap & Robots.txt: Create or update your XML sitemap. Include all practice pages, location pages, blog posts. Submit it to Google Search Console. Check robots.txt—ensure it's not blocking important pages from crawling.

Crawl Error Audit: Log into Google Search Console. Review Coverage and Excluded sections. Fix any "Discovered, not indexed" or "Crawl errors." These indicate technical issues preventing Google from fully understanding your site.

Schema Markup: Add LocalBusiness schema to your homepage (firm name, address, phone, hours, image). Add Attorney schema to attorney profile pages (name, credentials, practice areas). This helps Google understand your business structure and shows rich snippets in results.

Internal Linking Strategy: Link from your homepage to your top 3-5 service pages (e.g., DUI, DWI, refusal charges). Link from blog posts to relevant service pages. Use descriptive anchor text: "DUI defense in [city]" not "click here." This distributes authority and helps Google understand your site hierarchy.

Location-Specific Landing Pages: Build individual pages for each city you serve ("DUI Defense in [City]"). Include local context: nearby courts, local judges, jurisdiction-specific penalties. Link these from your homepage and local citation profiles. These pages typically rank within 2-4 months if you also earn local citations and reviews.

Topic Clusters: Organize your content around main topics. Example cluster: DUI with high BAC, DUI with injury, DUI with refusal, DUI with commercial license. Build a pillar page (overview) and 4-6 cluster pages (deep dives on each variant). Link them strategically. This signals topical authority to Google and captures search variants.

Blog Content Strategy: Publish 1-2 posts per month on topics your clients actually search: "Can I refuse a breathalyzer?", "What happens if I fail an FST?", "License suspension vs. criminal charges." Target informational queries (educational value) and transactional queries (service benefits). This positions you as a source, builds trust, and creates entry points for organic search.

Citation Building: After initial directories, pursue niche legal citations: StateBar.org profile, LawInfo, SuperLawyers (if eligible), Martindale-Hubbell. Each additional citation strengthens local authority. Avoid low-quality "spam" directories—stick to established legal directories.

Review Amplification: Encourage clients to leave reviews on Google, Avvo, and state bar profiles. Respond to every review (positive and negative). Professional responses demonstrate active practice management and boost local trust signals. Many firms report higher inquiry volume once review counts exceed 25.

Backlink Outreach: Identify local law blogs, legal news sites, and bar association publications that might reference your practice. Reach out with a story angle (e.g., recent case outcome, changes in local law). Many legal publications do profiles or interviews with local attorneys. One high-authority backlink is worth more than 20 low-quality citations.

This is educational content, not legal advice. DUI defense advertising is subject to ABA Model Rules 7.1–7.3 and state-specific bar regulations. Verify compliance with your state bar before publishing.

Review Solicitation Process: Document how you ask clients for reviews. Most state bars allow text message reminders and emails with a direct review link. Many prohibit incentivized reviews (discounts, free services in exchange for a review). Avoid language that guarantees results: "We win 95% of cases" or "We will get you acquitted." Instead use "we fight aggressively" or "many clients achieve favorable outcomes."

Results Disclaimers: If you mention past client outcomes, include a disclaimer: "Past results do not guarantee future results. Outcomes depend on individual facts and circumstances." Add this to your homepage, service pages, and anywhere you reference case results.

Testimonials & Case Results: If you publish client testimonials, ensure they're authentic, not paid, and comply with state rules. Many states require a written consent from the client before publication. If you mention specific case results (e.g., "DUI charge reduced to reckless driving"), include the disclaimer above and avoid implying this is typical.

Qualification Claims: Only claim certifications you actually hold. "Board-Certified DUI Defense" or "NHTSA-Certified SFST Instructor" must be verifiable. Generic claims like "top DUI attorney" or "award-winning" are scrutinized; avoid them or document the specific award.

No False Comparisons: Do not claim to be "better than [competitor]" or "the only" attorney in your area. Bar rules prohibit false or misleading comparisons. Stick to factual, documentable claims.

Fee Disclaimers: If you advertise flat fees or payment plans, clearly state what's included and what's excluded. Avoid vague claims like "affordable rates." Be specific.

High Impact, Low Effort (Do This Week): Google Business Profile optimization, NAP auditing and cleanup, title tag and meta description rewrites, review generation system setup, mobile responsiveness check. These take hours but often move local rankings within 2-3 weeks.

High Impact, Medium Effort (Do This Month): Site speed optimization, SSL/HTTPS setup, XML sitemap creation, crawl error fixes, local citation submissions (top 5-10 directories), schema markup implementation. These are 2-4 weeks of work and remove technical barriers to ranking.

High Impact, High Effort (Do Over 2-6 Months): Location-specific landing page development, topic cluster content creation, ongoing blog publication, citation expansion, backlink outreach. These are your compound authority builders. They don't show results immediately but prevent competitors from outranking you long-term.

Medium Impact, Low Effort (Do Ongoing): Responding to reviews, updating hours/address if they change, refreshing old blog posts with new information. These are maintenance tasks—necessary but not revenue-drivers.

Avoid (Distraction): Black-hat tactics like link farms, keyword stuffing, cloaking, or fake reviews. These violate Google's guidelines and bar rules. A single bar complaint or algorithmic penalty erases months of progress.

Create a simple spreadsheet with columns: Task ID, Item, Owner, Start Date, Target Completion, Status, Notes. Assign each item to either yourself, a team member, or your SEO agency. Set realistic timelines. Quick Wins: 1 week. Foundation: 3-4 weeks. Content: ongoing, 1-2 posts/month.

Review progress weekly in team meetings. Track which items move the needle: typically, Quick Wins and Foundation items show measurable movement in Google Search Console traffic within 3-4 weeks. Content and authority items take 8-12 weeks to show clear results.

Use Google Search Console to measure impact. Watch for increases in impressions, clicks, and average ranking position for your target keywords (e.g., "DUI attorney [city]"). Most firms report 20-40% traffic increase in months 2-3 once technical and local foundations are solid.

Report monthly to partners or stakeholders. Example: "GBP optimized. NAP corrected across 6 directories. Title tags rewritten. Started review campaign—currently 8 new reviews this month." Transparency builds buy-in and prevents decision-makers from abandoning strategy mid-way.