SEO for Personal Injury Lawyers

Okay, sit down, try not to hyperventilate. If you just opened your online business checking account and you’ve noticed your current search engine optimization company has once again billed you but you haven’t received a single lead from their efforts, you are not alone. Most law firms are stuck in dead-end marketing contracts that suck their wallets dry. Leaving them stuck wondering where all of the wonderful results are that were promised to them. Before you implode, here is your chance to stop throwing good money after bad money. We are going to lay out all of the tips and tactics we use for law firm clients. Today, we are going to teach you everything we know about SEO for personal injury lawyers.

Remember, lots of SEO companies post fake reviews. Very few have real law firm clients that you can talk to, and verify their results. We do, and coast to coast our clients obtain quality leads from our search engine marketing campaigns. Do we have some special trick? Have we been provided some insider knowledge of how SEO works? No, we haven’t. There is no trick, there is no magic “potion” so SEO. SEO for personal injury lawyers doesn’t require any type of secret sauce. It does, however, require hard work. That’s why so many SEO firms fail at law firm marketing altogether.

Improving Your Organic Rankings for Your Injury Law Firm 

Let’s talk straight. If you’re spending money on SEO then you are doing so with the hopes of obtaining more leads. In fact, we can take it a step further. No attorney spends money on marketing without the intention of making more money then they spend. This is marketing 101, and it’s a no brainer. So, what is the disconnect in the industry? Simple, most SEO firms are focused on doing the least amount of work while making the most amount of money. Improving your organic rankings for your injury law firm requires daily work. The company you are currently paying is most likely outsourcing the work, or worse, just doesn’t know what to do to improve your position within the SERPs.

In our opinion, there are two types of updates that an SEO firm can work on to increase your online presence. On-page SEO and off-page SEO. On-page elements refer to things that can be done directly to your website, off-page elements refer to things that can be done to improve your rankings that are not within your website. Both play important roles when it comes to pushing your site to the top of the search engines. Let’s take a minute to discuss both types of updates and the most important elements associated with each.

On-Page SEO 

Your website has lots of items that can be utilized to improve your rankings. SEO for personal injury lawyers is very competitive. In fact, if you look at all the types of tough search marketing campaigns, law firm marketing may be atop the list. Then, if you look at which vertical of law is the most competitive, it’s easily injury law. Why is that? Simple, personal injury lawyers can make a lot of money from online marketing. Even the cost per click for some injury-related terms can skyrocket up to $900 bucks. That’s for one CLICK, not a call nor a lead.

This is why we believe you need to give yourself multiple outlets to attract new leads. Yes, we love Google AdWords and we always recommend our clients to fund an ad campaign. However, we also believe in attacking the organic market and shooting to get yourself ranked within the top 3 of the map section. The more outlets you have, the more opportunities you give your law firm to capture a quality injury lead. Here are some of the top on-page SEO elements we use when managing SEO for personal injury lawyers.

Home Page Content

Your home page is an anchor page, and it might just be the most important page of your website when it comes to your SEO campaign. An anchor page is a page that sits at the top of a content funnel. If you follow Yoast or any quality third party organic guidelines, you will have multiple cornerstone pages. We will get to those later. Your homepage allows you to provide information about all of the services your injury law firm provides. In addition, it gives a site visitor access (via your menu, links, and subsections of content) to specific information. Think about the way you can go to a website and then click on a car accident page to learn more about your rights after a car crash injury.

Your home page should have over 3,000 words of content. You also want to utilize multiple tags to provide depth to your content. Depth gives your content substance, and we believe it shows that you provide detailed answers to not only root questions, but that you also answer secondary questions that an injury client may have.

Using H1 through H6 Tags on Your Home Page 

If you want to prove to Google that your personal injury website provides more info, and better info, for a potential injury victim then you want to use tag depth. Think of tags as directions to baking a cake. If you were writing a step by step article to making a cheesecake, then your H1 tag would be “making the world’s best cheesecake at home”. You would provide some content, links, etc. Then, your H2 tag may be “the 10 ingredients you will need to make your cheesecake”. Once again, you’d provide some content about the ingredients and then you would go deeper into listing the specific ingredients. So here is where you would list 10 H3 tags, one H3 for each ingredient. Now, you can even go above and beyond. Say one ingredient is cooking oil. You may add a few H4’s underneath this section for specific types of cooking oil the home chef could choose from.

Now that you’re hungry, let’s try this with injury law. If your H1 tag is “Personal Injury Attorneys in McAllen”, then you may come back with an H2 tag “Types of Accident Injury Cases we Represent”. Then you may have a few H3 tags, such as “McAllen Car Accident Attorney” and “Truck Accident Injury Lawyers”. Now, if you wanted to focus on auto accident cases you may want to add a few H3’s under your “McAllen Car Accident Attorney” tag like “File a Car Accident Injury Claim in McAllen”. Check out the images below to see how this has worked wonders for one of our own personal injury clients.

SEO for personal injury lawyers

The image above shows our client ranking number one for “Personal Injury Lawyers McAllen”, now look at the images below showing the synonyms associated with injury lawyer search terms. 

SEO for personal injury lawyers

Using H1 through H6 tags, or simply using depth provides proof that you are going into detail. Not just throwing out “vanilla” content. The intent is key, and if you really go above and beyond to provide quality data you can help answer questions that potential injury clients may be asking the search engines. 

Inner Page Content

Your home page should link to lots of inner pages. Each of your areas of practice should act as a mini homepage. This gives you the ability to provide content specifically catered toward answering questions about certain types of injuries. For instance, potential clients searching for auto accident injury help could find your car accident page. Likewise, a loved one looking for information about filing a death claim could locate your wrongful death attorney page. Your inner pages act as the top of content silos for the specific types of injury law (or better yet, the cases) you represent. Inner pages also benefit greatly from tag depth, so don’t go cheap with your content or your thoughts.

Cornerstone Page Content

A cornerstone page is still an inner page. However, the main types of cases you wish to acquire leads for should be built as cornerstone pages. Just as your home page is your main anchor page and requires lots of content, so do your cornerstone pages. When it comes to inner pages you will end up with two types, cornerstone pages (which will be marked as parent pages) and standard inner pages (which will be marked as child pages). Each of your cornerstone pages will want to provide information to potential concerns that a client may be looking to address. You can help provide answers  to specific, additional questions, with your child pages.

Child-Parent Pages 

Your child pages help answer super specific questions about a search topic. In essence, these pages address secondary concerns. Think about it this way, if a potential client is looking for a car accident attorney, then they may also have questions about getting a rental car or about how long it takes to get paid after an injury. The child page also exists as an extension of a parent page. Your parent page will most likely use a root keyword as a slug title, which you will want to push as hard as you can. So by adding child pages, when you submit them for indexing, you can reindex the parent slug.


Links help deliver validity to your content. Think about links as ways to prove that the opinions you express with your content are based upon factual data. Remember in college when you were tasked to write a term paper? In order to form a conclusion or an opinion, you needed to cite your references. The data you utilized, if it was from accredited sources, brought strength to your paper and your opinion. Links do the same thing for your website content. Shoot for high domain authority and high page authority links.

Outbound Links 

If you’re writing content about the limitations on auto accident injury claims in your state, linking to a NOLO article or perhaps a FindLaw blog about the personal injury laws within your state may help. These types of links are “laid” into your content, just as we did above, and link “off” our “outside” your website. These are the types of links that deliver DA/PA. In the off-page SEO section, we will discuss backlinks.

Image Optimization

If you really want to help your rankings within the SERPs then you want to add alt tags and descriptions to your images. This is a great way to add additional keywords, or to score high with your pages focus keyword. In addition, you may want to compress your images. If you’re using a CMS like WordPress there are a plethora of free plugins you can use to accomplish this feat such as SMUSH and Hummingbird.

Speed Optimization

Getting your website to load faster on browsers can help. There are multiple ways of improving your site speed. From compressing your site to minifying your HTML, CSS, and java you can help deliver information faster. This is a big deal when it comes to outranking your competitors for coveted keywords like “car accident injury attorney” and “personal injury lawyers near me”. There are lots of tools you can use to judge your sites speed and in addition, get tips on how to improve your speed. GTmetrix and Lighthouse are great free tools. Check them out if you get a chance.

Technical SEO and CDN Hosting

Speed optimization, deferring java, and other elements fall under “technical SEO” and they are very helpful. However, fair warning, these types of updates do require knowledge of coding and editing your theme. If you do not know what you’re doing you could end up breaking your site. We suggest reaching out to CDN providers such as WPengine and using some of their tools such as Rocket or Autoptimize.

What Does CDN do for SEO? 

CDN stands for “content delivery network” and it essentially loads (or “delivers”) the content and images/elements of a page once a user clicks on that page. This makes the site much faster and helps (in our opinion) greatly with organic SEO results. There are lots of quality providers out there, the one we like the most is Cloudflare.

User Experience

User experience programming also referred to as “UX”, has to do with how visitors of your website interact with your site. In simplistic terms, it’s how easy your site is to navigate and your site structure. If you’re looking at UX SEO for personal injury lawyers, think about if your site makes it easy for an injury client to access specific information. Can a visitor to your website learn about slip and fall rules or obtain info about the procedures of filing an injury lawsuit? Improving your site’s user experience is an important factor.

Website Design and Calls to Action

Like it or not, people will judge a book by its cover. Your site needs to not only function like a million bucks, but it needs to LOOK like a million bucks. Think about it, if a potential client lands on your site, and just got seriously injured in an auto accident, does your site portray you to be the “go-to injury lawyer”? Can the visitor learn about all your amazing, multi-million dollar settlements or access info about your Avvo and Super Lawyers ratings?

Your attorney badges, contact forms, awards, and definitely your phone number are all “calls to action“. So make sure your website design is top-notch. If you’re planning on handling your own web design then we would suggest looking into some themes within WordPress. Elegant Themes provides lots of templates you can use to create an effective design.

Accelerated Mobile Pages and AMP First Websites 

When you’re designing your new website, make sure to account for AMP pages. Accelerated mobile pages have been around this 2016, however, they just now started popping up within the Google Search Console. AMP first websites are pretty new, and we’re not going to dive fully into AMP within this article, but here are some quick tips. If you use WordPress check out AMP and AMP for WP. We’ve used both and they help greatly.

Blogs and Articles

Content is king. Has been, and in our opinion, always will be. Just like we are writing this blog to help you learn more about SEO for lawyers, you can use blogs to help potential clients learn more about your law firm. In addition, if you optimize your blog posts correctly you will see your rankings within the SERPs jump through the roof. In our opinion, our of everything else you can do on your website, blogs are number one above all else.

There are tons of ways you can use blogs and articles to gobble up new leads. Think about the most common questions you get from injury clients. How much is my case worth? What is the timeframe for me to get paid? Can I get a rental car after an auto accident covered by the part at fault? Write blogs that answer these types of questions. By addressing the concerns of your potential clients you can get your website to dominate the search engines.

Off-Page SEO

So, are you tired yet? If you’ve been taking notes this whole time we applaud you. This post took us some time, as we wanted to go into deep details and provide you with resources. Tackling your own SEO for lawyers is something you can do. Remember, you’re a doctor of law. You’ve got skills. Maybe not Jedi Knight SEO skills like we do, but you’re good enough as a padawan to handle your own digital marketing.

Now, this next section deals with off-page SEO. Most importantly, we’re going to tackle the MAP section of Google. Which we believe is a big way to grab new case leads. Let’s dive into our off-page tips.


Backlinks are not what they used to be, but they are still important when it comes to local listings. A long time ago you could ask (or pay) to add your domain to other people’s websites. If those sites were high traffic sites, like say porn sites or e-commerce sites, your site would gain in the SERPs. Just like all quick tricks in the SEO world, Google and the search engines figured out how to stop this.

However, there are quality backlinks when it comes to SEO for personal injury lawyers. Your AVVO, Martindale-Hubbell,, and FindLaw profiles are all great law firm directories that add amazing backlinks to your site. These add to your local search presence because they help boost your NAP score, which can help you jump into the local maps. If you’re thinking about doing your own SEO you may want to still try local citation systems like BrightLocal or whitespark.

NAP Score and Local Maps 

NAP stands for “name-address-phone number” and it’s super important. Above we mentioned backlinks, and we also talked about law firm directories. Now, we want to shift to local citations and how directories and citations can improve your NAP score. Your NAP score and local maps rankings go hand in hand. Each citation, and each law firm directory, allows you to list your law firms NAME, physical ADDRESS and website ADDRESS, and your PHONE NUMBER. If you deliver continuity throughout your citations and directories your NAP score will climb.

Google’s local map section literally means LOCAL findings. Your NAP score is the biggest factor when it comes to ranking high within the local map pack. Here are the best local citations we like to use for our law firm clients and the ones that help SEO for personal injury lawyers the most.

Social Media Marketing 

Social media marketing helps build your injury law firm’s local brand. You can display all of the organizations you sponsor and show the local philanthropy your law firm is involved in. In addition, you can create articles and videos, especially through YouTube. Video is support important and it helps drive impressions. You don’t have to get too tricky with videos, check this out, one of our clients is killing it with simple YouTube videos we use for video blogs.

Google AdWords 

Okay, so this one is a bit of a stretch. Paid search doesn’t really fall into the bucket of SEO. So listing it under on-page or off-page is a toss-up. However, we put it under off-page because we believe AdWords helps your injury firms overall online exposure. Don’t go cheap when it comes to your AdWords. If you follow Google’s best practices your campaign will pay off in the long run.

Black Box SEM Campaigns and SEO for Personal Injury Lawyers 

We hope you enjoyed today’s training. We love providing insight and free tips. We believe Black Box SEM delivers the best SEO for personal injury lawyers. In our article, we identified on-page SEO tips, off-page SEO tips, and resources you can utilize to handle all of your marketing in-house. However, if you would like to really gobble up personal injury leads, call us and let us show you what we can do for your firm today. Remember, our reviews are real. Check them out here.



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