Law Firm SEO for Google and AI Search

Law firm SEO is the work of getting your firm found when a prospective client searches Google, checks the map pack, or asks an AI assistant which lawyer to call. For most firms it comes down to three things: practice-area pages that answer the client's question, a Google Business Profile and directory presence that agree with each other, and proof an assistant can quote, such as credentials, reviews and results your bar allows you to publish.

Our plans start at $550 a month. The $750 AI visibility audit is the setup fee for every plan, the AI Visibility Starter is $550 a month, and the 90-Day AI Recommendation Program is $1,000 a month for 3 months, then $500 a month. Full law firm SEO, with practice-area pages, local and technical work, runs $1,500 to $5,000 a month, quoted fixed-scope after the audit. Personal injury in Los Angeles or Orange County sits at the top of that range because the competition does; estate planning in a smaller city sits toward the bottom. Every price is on this page.

The one that can show you its work. Ask any agency, including us, which client questions your firm appears for today in Google and in ChatGPT, which competing firms are named instead, which sources those answers cite, what they will change in your site and listings, and whether they report on calls and signed cases or only rankings. Ask for the price in writing. An agency that cannot answer those plainly is not the best one for your firm.

Yes. Google still sends most of the clients who search for a lawyer, and the assistants lean on the same things Google rewards: clear practice-area pages, a complete Google Business Profile, reviews and credible directory listings. What changed is that ranking alone no longer covers you. The firm the assistant names is the one it can describe with confidence, so the work now has to cover both.

No. Nobody controls what the assistants say, and you should be wary of anyone who promises a position. What we do is measurable: on the 90-Day AI Recommendation Program we agree 10 client questions with you, ask each one in ChatGPT, Perplexity, Gemini and Google AI Mode every month, and show you which ones name your firm and which sources they cite. It measures our work, not the outcome of any case.

Three ways. The stakes are higher, so search engines hold legal content to a stricter standard of demonstrated expertise and trust. The competition is heavier, because legal is one of the most expensive advertising categories and every serious firm is investing. And the rules are tighter: content, testimonials, and case results all have to comply with your state bar's advertising rules. Law firm SEO that ignores any of the three either fails to rank or creates a compliance problem.

Technical fixes and Google Business Profile corrections can show movement in weeks. Competitive practice-area rankings in a major California metro generally take six to twelve months to become a steady source of cases, faster in smaller markets and less contested practice areas. We report monthly either way, and we report on calls and signed cases rather than only positions, because a ranking that does not produce a client is not a result.

We write it, and the attorney whose name goes on it reviews it before it publishes. Pages are built around the questions prospective clients actually type, structured so search engines and AI assistants can quote them, and checked against your state bar's advertising rules for claims, guarantees, and testimonials. If your firm prefers to write in-house, we provide the briefs and handle the structure, markup, and publishing.

Yes, with honest expectations. Personal injury in Southern California is among the hardest markets in the country, and no ethical agency promises the top spot on a timeline. What we can do is build the technical and content foundation correctly, win the map pack and the neighborhood-level searches first, and grow from there with practice-area depth and a review program. Singh Law HQ, a personal injury firm, is a current client whose site we migrated off a locked agency platform with reviews, videos, and rankings preserved.

Usually not. Most law firm SEO engagements are on sites we did not build, and we would rather fix than rebuild. A rebuild becomes necessary when the platform blocks the work: no control over titles and structure, load times that cannot be brought down, or an agency platform that owns your content. If that is your situation, we build law firm websites too, and the SEO work continues on the new foundation.

Yes. Locked agency platforms are common in legal, and leaving one is the most frequent migration we do for law firms. We map every URL, set up redirects, carry over titles, schema, reviews, and video, and monitor indexation after launch. Singh Law HQ came off one of those platforms with rankings intact.

Google Business Profile first, because it feeds the business card most answers open with. In our October 2026 test of six Southern California lawyer questions, the directories ChatGPT cited were Avvo, ThreeBestRated, Lawyers.com and two smaller ones, plus the State Bar. Super Lawyers, Justia, Martindale and FindLaw were not cited at all. Consistency across the listings you keep matters more than the number of them, and we check which ones your competitors are cited from before recommending any.

Yes, where it is true and current. Certified specialist status was the trait ChatGPT quoted most often in our test. California's rules allow the claim only for attorneys currently certified by the Board of Legal Specialization or an accredited body, and the certifying organization has to be named. We put it on the attorney bio, the practice page and the profiles that feed the answers, worded the way the rule requires.

Yes. We are headquartered in Chino Hills, California, and our team is 100% U.S.-based. We work with firms across California in person when a project calls for it and with firms in other states remotely. The practice-area architecture, local strategy, and technical work are the same everywhere; only the bar rules and the competition change.