Lawyer SEO · Law firm SEO, local search and AEO · Australia
Lawyer SEO that wins the consultation, not just the ranking.
Clients search by problem and by place. Keyword Planner shows 12,100 searches a month in Australia for 'family lawyer', 4,400 for 'family lawyers near me' and 22,200 for 'conveyancer' (October 2026). Lawyer SEO is the work of being the firm those people find, in the map results, the ordinary results and the AI answers above them, and then turning the visit into a booked consultation. We build the practice-area and office pages, run the Google Business Profile, and write the content inside rule 36 of the solicitors' conduct rules.
30 min · No pitch · Senior operator on the call
Engagement intake, currently open
12,100
Monthly searches for 'family lawyer' in Australia. Keyword Planner, October 2026.
4,400
Monthly searches for 'family lawyers near me', where the map results and your Google Business Profile decide who gets the call.
Rule 36
Applies to your website as much as your ads. Every page is drafted against it and signed off by the firm before it goes live.
How we run marketing for law firms
Four principles for law firm SEO.
Principle 01
One page for each matter type and place
People search for the problem and the location: 'property settlement lawyer', 'criminal lawyer Brisbane', 'conveyancer near me'. A single practice areas page cannot rank for all of those. Every practice area the firm wants to grow gets its own page, and each office gets a page that says what the firm does there, who does it and how to book. We do not build pages for suburbs you do not serve, because a page with nothing true to say about a place gives neither Google nor the reader a reason to choose it.
Principle 02
The map results are their own campaign
For 'near me' searches the map results sit above the ordinary listings, and they draw on the Google Business Profile: the primary category, a services list that matches your practice areas, accurate hours, photos of the actual office and a steady flow of genuine reviews. Each office needs its own complete profile, so we set up and maintain one for every office clients can visit.
Principle 03
Answers that AI search can quote
Before someone calls a lawyer, they ask questions: what a property settlement involves, how long probate takes in their state, whether a traffic matter needs representation. Google's AI Overviews, ChatGPT and Perplexity answer from pages that state the answer plainly. We write those answers for your firm with the state named and the reviewing solicitor named, and describe the firm, its lawyers and its offices in structured data, so the firm is a source those tools can cite.
Principle 04
Rule 36 governs the content too
Rule 36 covers any advertising, marketing or promotion of a solicitor or law practice, which includes the website. It bars false, misleading or offensive content, and the words 'accredited specialist' unless the solicitor holds that accreditation. The Law Council's commentary notes that accreditation attaches to solicitors, not to law practices, so a page can name your accredited specialist but cannot describe the firm as one. Personal injury pages in Queensland and Western Australia carry extra statutory limits that apply even on your own site.
Deliverables
What lawyer SEO covers when we run it.
01
A site structure built from your practice areas and offices: one page for each matter type you want more of, office pages only where you have an office, and internal links that tie each practice area to the people who do the work.
02
A Google Business Profile for each office, kept current: primary and secondary categories, services, hours, photos, and a review request your staff send once a matter is finished.
03
Technical SEO: speed, mobile layout, indexing, crawl errors, duplicate pages, and structured data describing the firm, its lawyers and its offices.
04
Answer content for the questions people ask before they call, written with the jurisdiction named and checked by a solicitor at your firm before it is published.
05
Answer engine optimisation: the same firm name, address and phone number across directories and listings, profile pages for your lawyers showing admission and any accreditation, and source pages that ChatGPT, Perplexity, Gemini and Google's AI Overviews can cite.
06
A compliance check on every draft: 'specialist' wording tested against accreditation, outcome claims taken out, and personal injury pages written to the limits in the states where you practise.
07
Tracking from search to consultation: calls and forms recorded with the page that produced them, so the monthly report shows consultations and matters by practice area from organic search, beside any paid results.
08
Ongoing SEO run week to week by senior operators, with every change and the reason for it written into a log the firm keeps.
Who this is for
- Australian law firm with practice areas it wants more matters in, and the capacity to take them
- An office clients can visit for each place you want to appear in the map results
- A solicitor at the firm who can check legal content for accuracy before it is published
- Partners who want consultations and matters reported by practice area, not a rankings report
Who it isn't
- Wanting a guaranteed first-page or number one ranking. Nobody can honestly promise one.
- Wanting suburb pages for places the firm does not practise
- Wanting pages that call the practice 'accredited specialists' or promise outcomes
- Expecting SEO to fix intake. An unanswered phone loses organic enquiries just as fast as paid ones.
How we work with law firms
Lawyer SEO for a fixed fee, scoped to the practice areas you want.
There is no rate card. Once we have spoken on the free audit call, you get a written proposal with one fixed fee, worked out from the job: how many practice areas and offices, how much of the site needs fixing and how crowded your local results are. It does not move with your ad spend, and if SEO is unlikely to pay for itself at your firm's size, we will say so.
Optional · Two weeks
The two-week diagnostic
A read-only review of the site, the Google Business Profiles, search visibility by practice area and how enquiries are handled. Written up with every issue ranked, and yours to act on with or without us.
Step 01 · Setup
Pages, profiles and tracking
Practice-area and office pages, Google Business Profile fixes, technical repairs, structured data, and tracking from organic visit to consultation. A fixed scope, quoted in the proposal.
Step 02 · Ongoing
Ongoing SEO and AEO
Senior operators publish and refine the answer content, keep the profiles current and report consultations and matters by practice area each month, with each decision written down.
If the website itself is holding the firm back, we build law firm websites too, quoted after the call. A typical build takes two to three weeks from kickoff to launch.
Where to go next
Related services and neighbouring industries.
Related services
Law firm marketing →
The full service: tracking to matters opened, then Google Ads, Meta and search run week to week.
Law firm websites →
Intake-first sites, built so every practice area page can rank and convert.
Google Ads for law firms →
What clicks cost by practice area, and how paid search runs beside SEO.
AI SEO and AEO →
How we make a business easy for ChatGPT, Perplexity and AI Overviews to cite.
Related industries
- Marketing for accountants →
- Marketing for tradies →
- Dental marketing →
- NDIS provider marketing →
- Childcare marketing →
- Mortgage broker marketing →
- Real estate marketing →
- Property developer marketing →
Where we work with law firms
SydneyMelbourneBrisbanePerthAdelaideNational (remote)
Run your numbers
Proof, with the working shown
We'd rather show you the maths than the buzzwords.
“Profit Geeks rebuilt our whole sales engine, and not just the ad accounts. They went after the systems sitting behind them too. Sales are up 140% and we've pushed past $25M. Honestly the bit I didn't see coming was the operation running leaner than it did back when we were half the size.”
“We were quietly bleeding about a thousand dollars a week and had no idea why. They found the leaks, sorted out the measurement and the offer, and now we'll do more than $10K in a single day. Same product. Completely different business.”
“We went from scraping together two installs a week to running four crews and fifteen-plus jobs a week, north of $10M turnover. The clever bit was they tied the scaling to what we could actually deliver, so growth never broke the operation. Booked jobs, not vanity leads.”
“After iOS, our Meta numbers stopped matching the bank, and we'd basically been writing the gap off as “just tracking.” Profit Geeks rebuilt our measurement server-side and reconciled it straight back to the P&L. Turned out about $1.42M of ad spend in year one had been working all along. They're the first team that showed me the maths instead of a dashboard.”
“We didn’t spend a dollar more on ads. What they did was fix how we counted a booked job versus a platform “conversion,” cut the wasted spend, and by week twelve our blended ROAS had more than tripled. Revenue went from $4.8M to $9.1M. Same senior bloke on every call too. No juniors, no relay race.”
Reasonable questions
What you're probably thinking.
01
We've been burned by an agency before.
Most of our intake has. The difference is structural. A senior operator runs your account, not a junior hidden behind a dashboard, and you leave the first call with written findings you own even if we never work together. No relay race, no account manager translating between you and the people doing the work.
02
How do I know it'll actually work for my business?
You don't yet, and neither do we until we've seen your numbers. That's why the first step is a diagnostic, not a contract. We've documented this in DTC and home services (the case studies show the full working) and run the same playbook in professional services. If the maths isn't there for you, we'll tell you on the call.
03
What if there's nothing worth fixing?
Then you've spent thirty minutes and walked away with a second opinion that cost you nothing. We'd rather say no than take on an engagement we can't earn, so we turn away intake that isn't a fit. There's no pitch and no follow-up sales sequence.
04
What does it cost, and what am I signing up for?
A fixed fee for the measurement rebuild, then a fixed fee for ongoing management, both quoted in writing after the call. No per-channel markup and no percentage of your ad spend. The same senior operators handle measurement, media and margin, and scaling is tied to your contribution margin, so spend only climbs when the numbers say it's working.
Frequently asked
Questions law firms ask about lawyer SEO.
What is SEO in law?
For a law firm, SEO (search engine optimisation) is the work of appearing when someone searches for the legal help you provide: in the map results, the ordinary results and, increasingly, the AI answers above them. In practice that means a page for each practice area and office, a complete Google Business Profile, content that answers clients' questions for your state, and a site Google can read without errors. Lawyer SEO done well is measured on consultations and matters, not on positions.
What is the typical cost of SEO for a law firm?
It depends on how many practice areas and offices you want to appear for, the state of your site and how competitive your local results are, so be wary of a flat package that ignores all three. SEO is usually sold as a monthly retainer. We quote a fixed fee for an agreed scope in a written proposal after a free audit call, never tied to your ad spend, and we will tell you on the call if your firm is too small for it to pay for itself.
What SEO costs in AustraliaWhich SEO agency is best for law firms?
The one that can show you its work and report what it produced. Ask how they will report: consultations and matters by practice area, or positions. Ask who drafts the legal content, and whether a solicitor at your firm reviews it before it goes live. Ask what they know about rule 36, and about the personal injury limits in your states if you do injury work. And ask who keeps the website, the Google profiles and the analytics if you stop working together. Answers about rankings, unnamed writers, vague reassurance and the agency holding your accounts are the ones to walk away from.
Is doing local SEO worth it for personal injury lawyers?
Usually, with a caveat about where you practise. Injury clients search locally and compare firms on the map results and reviews, and the clicks are dear: Keyword Planner shows 3,600 monthly searches for 'workers compensation lawyer' at top-of-page bids of $21 to $159, and 2,900 for 'medical negligence lawyer' at $16 to $169 (October 2026). Ranking organically avoids paying that per click. The caveat is that in Queensland and Western Australia, statute limits what a personal injury firm may publish, even on its own website, so the pages have to be written to those limits.
Personal injury advertising rules by stateWhat is local SEO for lawyers?
Local SEO is the part of lawyer SEO that decides whether the firm appears in the map results for searches such as 'family lawyers near me' (4,400 a month in Australia) or 'criminal lawyer Brisbane' (2,900). It rests on a Google Business Profile for each office, the same firm details everywhere they are listed, genuine reviews, and an office page on your site that matches the profile. It is built around offices clients can visit, so it does little for suburbs where the firm has none.
Can our website say we specialise in family law?
Take care with the wording. Rule 36 bars a false or misleading impression of specialist expertise, and the words 'accredited specialist' or derivatives unless the solicitor is accredited by the relevant professional association. The Queensland Law Society reads the rule as not prohibiting a claim to 'specialise' without accreditation if it is not misleading, but recommends against 'specialist' wording unless the solicitor is accredited. Safer pages name the work and the people, such as 'our family law team' and 'Jane Smith, Accredited Specialist (Family Law)' where she holds it. General information only: check with your law society.
How long does lawyer SEO take to work?
Longer than paid search, and how long depends on where you start. A firm with an established site and a few clear gaps can see movement once the pages are fixed and indexed; a new site in a crowded city market is a longer project. We set expectations from your own data in the diagnostic rather than quoting a standard timeline, and we report consultations from organic search from the first month so you can see the trend.
Do law firms show up in ChatGPT and Google's AI Overviews?
They can, when the sources those tools read describe the firm clearly. Nobody can promise a mention, but you can make the firm easy to cite: the same name, address and phone number everywhere, profile pages for your lawyers showing admission and any accreditation, plain answers that name the state they apply to, and structured data on the site. The same work helps ordinary search.
How we approach AI searchShould we do SEO or Google Ads first?
Often both, judged on the same number: cost per matter. Paid search suits urgent work such as criminal, family and injury matters, because it can bring calls this week while the organic pages build. SEO and answer content tend to suit considered work such as wills, estates and commercial matters, where clients read before they call. Keyword Planner shows how different the click prices are: $10 to $46 for 'criminal lawyer' against $4 to $15 for 'wills and estates lawyer' (October 2026).
Google Ads for law firmsFurther reading
Law Firm Advertising Rules in Australia, State by State
Rule 36, the personal injury limits in Queensland and Western Australia, and what each channel allows.
Marketing for Law Firms: 8 Strategies That Work
The wider law firm marketing strategy, from intake to cost per matter.
What SEO costs in Australia
How SEO is priced, so you can compare any proposal you receive.
What you actually buy
We fix the measurement, then we run the account. It starts with a free call.
Which of these sounds like your week?
- Meta says one number, Google says another, the CRM says a third, and the bank says something else again.
- The leads come in and most of them are rubbish.
- Traffic is fine. Not enough of them buy.
- You cannot spend more without losing margin.
- Something is wrong and you cannot say what.
All five are the same job. We fix the measurement first, then the same senior operators run the spend against it. The free call is where we work out which part you need first.
00 · Free
Run your own numbers
Six calculators and an attribution reference. Work out your break-even ROAS, your CAC payback, and whether the spend is structurally profitable, before you talk to anyone. The calculators need no signup.
01 · Free · 30 minutes
The profit audit call
A senior operator looks at your real spend, revenue and attribution gap on a call. You leave with a written fix list you keep, whether or not we ever work together. No deck, no follow-up sales sequence. We reply within one business day with three times to choose from.
02 · Optional · Two weeks
The two-week diagnostic
Read-only. We change nothing in your accounts. Every tag, event and consent rule mapped and written up: 20 to 35 pages, every issue rated P0 to P3 with an engineering-day estimate, and a 90-minute walk-through on day twelve. Yours to hand to us, your own team, or your existing agency. About a third of clients run this first, then decide.
03 · The engagement · Ongoing
The rebuild, then we run it
The first twelve weeks rebuild the measurement server-side so the reports reconcile to the bank, and work the funnel where the leak actually is. From there the same senior operators keep running Google Ads, Meta and search, with budget, bids and creative decided weekly against contribution margin and the reasoning written down. If your measurement is already sound, management starts straight away.
What it costs
Four things set the number
- The size of your stack
- How many ad platforms are live
- The state of your CRM integration
- How many service lines and locations you run
Two things do not
- Your industry
- How much you spend on ads
Revenue only matters because a bigger business is usually a bigger scope. We do not price off a percentage of it. We charge for the work, not for what you look like you can afford.
How it is billedThe rebuild is fixed scope, paid in instalments. Ongoing management is a fixed fee for the agreed scope. Both are quoted in one written proposal after the call. No hourly billing and no percentage of ad spend.
Included at no extra costThe written playbook and decision log, yours to keep whether we run the account or your team takes it in-house.
What happens after you book
Three steps. No mystery.
Step 01 · Within 1 business day
30-minute audit call
A senior operator on the call. We look at your real numbers, spend, revenue, attribution gap, and tell you on the call whether the rebuild is worth doing for you and where it would start. No pitch deck.
Step 02 · Within 1 week
Written proposal
Fixed scope, fixed number, written up. The proposal names deliverables, timeline, the people involved, and the price. No hourly billing, no retainer drift.
Step 03 · Within 2 weeks
Engagement starts
Senior operators from day one. The measurement rebuild starts, we take over day-to-day buying on the channels we can measure, and the first working session lands. Inside two weeks of the call.
Next step
Find out which practice areas are worth ranking for.
Book a free 30-minute profit audit with a senior operator. Bring the practice areas you want more of, your offices, and a rough count of last year's new matters by source if you have it. You keep the written findings either way, and we reply within one business day with three times to choose from.