SEO for family lawyers and divorce lawyers
SEO is a mysterious beast that many people have no idea what it actually is. However, it is important that family law firms understand this.

SEO (search engine optimization) is not only important for large family law firms but is particularly important for smaller, local businesses.

If you are part of a family law firm and are reading this, chances are your competitors have already invested time and money in their search engine optimization campaigns.

That’s why in this blog we’ll take a closer look at what SEO is, how it impacts family law firms, and walk you through the key areas your family law firm should focus on.

What is SEO for Family Law?
In short, SEO for family law means optimizing your family law attorney’s website to be “Google friendly.” SEOs speculate that Google uses over 200 ranking factors to judge the position a website deserves. When optimizing websites for search engines, an SEO reviews the list of ranking factors and ensures that their website follows recommended best practices.

Why is SEO important for family law firms?
Law firms often assume that if they create a family law website, potential clients will find them. What companies are quickly realizing, however, is that the race to be number 1 is tough and competitive. If you haven’t launched a local SEO campaign yet, there’s a good chance your competitors have already done so. Search engines continue to be the primary way potential customers find businesses (with Google accounting for the largest share of the pie at 92%).SEO for family lawyers and divorce lawyers

Additionally, local searches have an extremely high conversion rate of 80%. So the better your family law firm website is optimized for local search, the better your chances of attracting new leads.
How to Create Your Local Family Law SEO Strategy

When considering a family law SEO strategy, it can be divided into five categories.
Technical SEO – Make sure the website is crawlable by search engines and does not have broken links and slow pages
Keyword Research – Use tools to research what searches potential customers use to find your services
On-Page SEO – Make sure your pages are optimized for the keywords you are targeting
Blogging – Create a content marketing campaign to increase awareness among potential customers at different stages of your marketing funnel
Link Building – Use strategies to add links to industry-related blog posts to your website
Google Business Profile – Set up your Google My Business profile to capture traffic from Google Maps and the map pack
In the following sections, I’ll break these down and explain exactly what you need to do to get better search rankings.SEO for family lawyers and divorce lawyers

Website SEO for family law firms
First, let’s go over everything you need to know about your website. There are some important tasks that need to be done off-site (called “off-page SEO”), but a large portion of family law SEO takes place on the site itself.
Technical audit
Every good family law SEO campaign starts with a technical audit. This is fundamental because the audit will tell you what is working, what needs to be removed, and what needs to be improved.
What is a technical website audit?
A technical audit checks how easily Google (or users) can crawl (or navigate) your website with minimal errors. It is crucial that Google can easily crawl your website without broken links or duplicate content. The fewer problems your website has, the better it is for your family law SEO.
Broken links
The most basic problem you can encounter when conducting a technical audit is broken links. To check for broken links, you can use a plugin like Broken Link Checker or a dedicated website audit tool like SEO Spider by Screaming Frog or Ahrefs. If you’d rather save money on a dedicated website audit tool, ahrefs offers a free broken scanner here.
Orphaned pages
Orphan pages are pages that are not linked to other pages on the website. This can be a problem for search engines because orphan pages can be difficult to find if they are not linked. Search engines also determine how important a page is to a website, among other things.

Slow pages.

If Google Bot takes some time to crawl a page because it loads slowly, this is a sign that users would have a poor experience when viewing your page. Google wants to show the best and most useful results in its search engine but also results that provide a great user experience. By providing the best results, Google ensures that users keep using the search engine.
Keyword research
Before we dive into on-page optimization, it’s important to know what keyword you’re optimizing your page for. This is important because if your website is not what they are looking for when they type the keyword into search engines, they will likely leave your website. Let’s see…
What is keyword research?
Keyword research is fundamental to SEO. This involves using keyword research tools like ahrefs or SEMrush to research which search terms consumers use when searching for your product or service.

These tools can give you estimates of monthly search volume and difficulty in ranking. For example, “family law attorney in Orange Province” is searched for an estimated 500 times per month. It also has the lowest keyword difficulty. This can be a good keyword to optimize a website.
Family law in the province of Orange
Location-specific keywords
You may have noticed that in the keyword examples above, all of them contact the “Orange County” location. This is very important for SEO in family law. Not only do location-specific searches have a better chance of converting, but by optimizing for a specific location you also have a better chance of ranking for that keyword.
Content gap analysis
A secret weapon in the SEO toolbox is the so-called “content gap analysis”. This method compares keywords that your competitors are ranking for minus the keywords that your website is already ranking for.

You can then see if these missing keywords are relevant to your business, and if so, create pages around them. Analyzing content gaps saves a lot of time compared to manual keyword research. You’re essentially using your competitors’ success as inspiration for your content.
Content gap analysis
Comparing these websites, we can see that there is a page on that deals with legal separation and divorce in California.

If this is a topic that is relevant to’s business and potential clients, there is no reason why they shouldn’t be able to write content around the same topic. If it works for their competitors, it can work for them too!
Keyword search
I’m looking for the intention
When researching your main keyword, it is important to think about “search intent.” In other words, does the content on the page match what users expect when they search for that keyword? There are different types of search intent, but the two main ones to consider are:
Information Intent – People seeking information. Searches like “divorce in California”
Commercial Intent – People who are about to make a purchase. Searches like “Orange County family law attorney”
To make sure you’re creating the right type of page for the type of search intent, you can do the search yourself in Google and see what results you get. Google is the master of matching search results with the searcher’s intent.

So if you search for “legal separation in California” and the results are mostly blogs or guides, it is likely that users searching for that term are looking for information and not a service page. However, if your main keyword is “Family Law Orange County” and the top results are mostly services pages, that means it is most likely a commercial search and you can create a services page around it. Just don’t try to create a service page based on an info keyword and vice versa.
On-page optimization
On-page optimization is the process of writing content that matches the searcher’s intent using keywords related to the product or service. I’ll go over the most important things to consider when optimizing your website for better rankings.
Primary keyword positions
Once you’ve chosen your keyword, you’ll need to add it to four sections of your page.
Title tag –


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