Search behavior has shifted—and it’s not just Google anymore. With AI platforms changing how people look for legal help, law firms need SEO strategies that reach beyond the old playbook.
We have seen the shift firsthand. But what’s the biggest advice that can be given here? Well, ask better questions before you hire an agency.
Start with these eight. They’ll help you separate the real experts from the ones who still treat SEO like it’s 2015.
Why You Shouldn’t Hire a Generic Lawyer SEO Firm
Law is a different beast. Between state bar rules, ethics guidelines, and intense competition for the same keywords, lawyer SEO requires more than general marketing knowledge.
A firm that focuses on lawyers will already know how to handle those challenges. They’ll also understand how to turn SEO into a steady stream of high-value cases—not just clicks.
Traditional Lawyer SEO Isn’t Enough Anymore
Here’s the truth: showing up on Google is just one piece of the puzzle now. Tools like ChatGPT, Perplexity, and Google Gemini are starting to shape how people find lawyers.
To stay visible, your strategy has to work across both classic search and AI-driven platforms. That means thinking about how machines understand your content—not just how it ranks.
Do You Do Keyword Research That Works for AI and Search?
Today’s search isn’t about simple phrases like “best DUI lawyer in Miami.” People are asking full questions, using natural language, and often speaking into a device.
For example, someone might search: “What law firms in Miami handle DUI cases with first-time offenders?”
Your SEO team should know how to target that kind of query—not just jam keywords into headlines. If they’re still talking about “volume,” keep looking.
Are You Building Authority Outside Your Website?
AI tools and search engines pull info from everywhere—not just your homepage. Mentions on trusted legal directories, news articles, and review sites all play a role in whether you’re seen as credible.
A good agency will help build your presence on platforms like Super Lawyers, FindLaw, and even Wikipedia (if relevant). They’ll treat your reputation as part of your SEO, not a separate job.
Are You Using Schema Markup and Structured Data?
Search engines and AI systems don’t read like humans do. They scan code. So if your site isn’t structured clearly—using schema markup like JSON-LD—you’re harder to index, rank, and recommend.
Ask whether your SEO partner uses structured data to define your firm’s services, attorneys, contact info, and reviews. This small technical detail makes a big difference in how machines understand what you do.
Are You Writing in Clear, Conversational Language?
People talk to search engines now. Voice search, chat-based tools, and smart assistants have made search queries longer and more natural.
So your content needs to shift with that. That means avoiding stiff legalese, writing in plain English, and answering common questions the way you’d say it to a client—without the fluff.
Also, building out strong FAQ pages that match how people actually speak is no longer optional. It’s one of the easiest ways to align with how AI tools are trained to pull responses.
Do You Help Build and Manage Reviews?
You probably already know reviews matter. But now they affect how AI tools rank and recommend firms too.
Your agency should help you generate a steady stream of strong, authentic reviews—not just on Google, but also on platforms like Yelp (which Apple Maps uses), Avvo, and others tied to legal search.
Aim for quality and consistency, not just volume. A high rating across platforms sends a clear trust signal.
Do You Use More Than Just Text?
Great content isn’t just written—it’s visual, dynamic, and easy to engage with. Videos, infographics, transcripts, and charts all give people (and search engines) more ways to understand your firm.
But just posting them isn’t enough. The way your agency structures that content—like putting a video on its own page with supporting copy—affects whether it gets indexed at all.
If your content isn’t getting surfaced, it might as well not exist.
Do You Keep Content Up to Date?
Search engines and AI tools don’t want outdated info. They prioritize what’s current and comprehensive.
That’s why your site needs regular updates—especially for pages covering time-sensitive legal topics like class actions or drug lawsuits.
Ask whether your agency runs scheduled content audits. If they don’t, your rankings will slip over time, even if you started strong.
Are You Optimizing Beyond Google?
When someone looks up your firm, they might find a YouTube video, Reddit thread, tweet, or LinkedIn post before they ever hit your homepage.
That’s not a problem—unless you’re ignoring those platforms.
A modern SEO strategy includes visibility across social media, review sites, and AI search tools. Your agency should be helping you show up in all the places potential clients might go—not just in blue links on a search results page.
Before You Hire, Ask Better Questions
Hiring an SEO agency isn’t about who has the best pitch. It’s about who understands your practice, your goals, and the way people are searching right now—not five years ago.
Start with these eight questions. If the answers feel vague or outdated, trust your gut—and keep looking.
