SEO and Link Building for Family Law 101: How to Start

SEO (and link building) for family law comes down to three things: local SEO, organic SEO, and barnacle SEO. This guide breaks them into a 15-point checklist (5 each) so you can start today.

Quick Summary:

Relying on word of mouth alone? You’re leaving cases (and revenue) on the table. Add SEO (Search Engine Optimization)! It can help your family law practice rank (and get clients) for commercial-intent searches like “family lawyer near me.”

What you’ll get:

• A 15-point SEO checklist you can DIY
• Recommended link building services to boost your search engine rankings

Before we jump into the SEO for family law checklist, here’s a quick gift:

3 family law websites with good SEO you can model

SEO can feel abstract if you don’t know anyone doing it. So, here are real family law sites practicing it right.

If they can rank, so can you. Just follow this checklist and use the services at the end.

15-point SEO checklist for family law firms

Here’s a sneak peek before we explore each in detail:

Local SEO Strategy Checklist (for getting found in your area)

1. Claim and optimize your Google Business Profile

Your Google Business Profile is often the first thing potential clients see when they search for family law firms in your area. This listing impacts how your firm appears in local search results.

So, fill out every section, including hours, website, services, and a short business description.

Upload a professional logo and relevant photos, and select the correct legal category (e.g., “Family Law Attorney”).

💡 Your GBP is one of the most powerful local SEO strategies. Combine it with strong client reviews and location-specific keywords.

2. Use consistent NAP (Name, Address, Phone) across the web

Search engines use your business’ Name, Address, and Phone Number (NAP) to verify your legitimacy. If your law firm has different contact details listed across directories (e.g., Yelp, Avvo, Facebook), it can confuse Google. This will hurt your local rankings.

So, check every online listing and ensure your NAP is the same. Even minimal differences like “St.” vs. “Street” can impact trust with search engines.

NAP consistency supports your entire SEO strategy and improves your chances of showing up accurately in Google Maps and local search results.

3. Add local keywords to your pages

Local keywords help connect your firm with nearby clients. Instead of broad terms like “divorce lawyer,” use more specific phrases like “divorce lawyer in Atlanta” or “child custody attorney near Austin.”

Sprinkle these phrases naturally into your homepage, service pages, and meta descriptions. This lets search engines understand where your business operates and what legal services you offer.

Targeting local search intent helps your family law firm stand out in crowded search results and can drive more qualified leads to your site.

4. Collect client reviews regularly

Online reviews are a trust signal for both potential clients and search engines. Ask happy clients to leave honest feedback on Google, Yelp, and other local platforms.

4-5 star reviews increase your firm’s credibility and improve your rankings in local search results. But you should respond to all, whether good or bad. Why?

• Responding to reviews (both good and bad) shows professionalism and care.
• Besides, balanced client feedback reinforces your authority and makes your GBP stand out.

5. Create service area landing pages

Service area pages are essential for expanding your local SEO reach while keeping your content organized and relevant for potential clients. So, if your firm operates in multiple cities or neighborhoods, create a separate landing page for each.

For example:

• Divorce Lawyer in Plano, or
• Family Law Services in Garland

These pages should include location-specific content, client reviews from that area, and tailored service descriptions.

This strategy tells search engines where your firm is active, making it more likely to appear in local search results.

Organic SEO Checklist (for ranking in regular search results)

6. Target the right keywords

Effective SEO starts with keyword research. Think about what people type into search engines when they’re looking for help:

• Family law firms
• Divorce attorney near me, or
• Child support lawyer

Then, include such terms naturally in your website’s titles, headers, service pages, and blog content.

But don’t overstuff them; the goal is to help users and search engines quickly understand what your law firm offers. Doing this consistently lays the foundation of your on-page SEO strategy.

7. Write blog posts that answer real questions

A blog is one of the best ways to support your SEO strategy. Use it to answer common questions potential clients ask, like:

• How is child custody decided in Texas?
• What’s the difference between separation and divorce?

These topics align with what people are searching for and show search engines that your site provides helpful, relevant information.

Blogging also gives you more chances to target long-tail keywords and build trust with visitors.

8. Use basic on-page SEO best practices

On-page SEO helps search engines understand and rank your content. And it’s straightforward.

• Start with a clear H1 tag (your main headline).
• Use H2 and H3 subheadings for structure.
• Write unique meta descriptions for every page.
• Include descriptive alt text for images.
• Add internal links to guide visitors around your site.

These steps might sound simple, but they make a big difference. For family law firms, good on-page SEO ensures your content is easy to read, properly indexed, and more likely to show up in relevant search results.

9. Optimize your site for mobile

Most people use their phones to browse the web, even when searching for legal help. That means your website must look good and load quickly on mobile devices.

💡 FYI: A mobile-friendly design is more than just a UX issue. It’s a ranking factor for Google and other search engines.

If your site is slow, cluttered, or hard to navigate on a phone, you could lose clients and miss out on traffic. So, make your site work well on a smartphone as on a desktop.

10. Add schema markup (optional but powerful)

Schema markup is a code you can add to your website to help search engines better understand your content. It can highlight key information like reviews, FAQs, your business type, and your services.

Schema, done right, can make your listings stand out in search results with star ratings, additional links, or even client questions.

While schema is optional, it gives your family law firm a competitive edge. It’s a more technical part of on-page SEO, but there are tools (like plugins) that make adding schema easy.

Barnacle SEO Checklist (for getting seen on high-authority platforms)

11. Create profiles on legal directories

Sites like Avvo, FindLaw, and Justia already rank well in search results for legal services. By creating a complete profile on these platforms, your family law firm can “attach” itself to their SEO strength—a strategy called barnacle SEO.

While at it, include your practice areas, location, and website link.

Many potential clients use these directories to compare lawyers, so treat your profile like a mini-website. It’s one of the easiest ways to increase visibility without having to outrank competitors directly. These listings also improve your presence across search engines and reinforce your local SEO strategies.

12. Ask for client reviews on third-party platforms

While Google reviews are crucial, don’t stop there. Check out third-party platforms like Yelp, Facebook, and Avvo. They can also influence how search engines view your law firm.

These reviews can appear in search results and help your firm stand out, even if your website doesn’t rank #1.

So, ask clients to leave honest feedback after a case is closed and respond to reviews professionally. This builds trust with potential clients and strengthens your overall SEO strategy. More importantly, it helps your firm show up on high-authority sites that already dominate the top of local search results.

13. Write guest articles for trusted sites

Publishing articles on reputable legal blogs, local news sites, or community websites helps boost your firm’s authority. These guest posts link back to your site (earning valuable backlinks) while positioning you as a trusted expert in family law.

For example, writing about “Tips for Co-Parenting After Divorce” on a parenting blog can fetch targeted traffic and build credibility. Plus, it’s a great way to reach new audiences outside your website.

14. List your firm in local business directories

Don’t overlook local business directories. Sites run by your Chamber of Commerce, city websites, or local Bar Association often have good authority and rank in search results. Listing your law firm on these platforms supports barnacle SEO and local SEO strategies.

However, you must include a full business description, NAP info, and a link to your website.

These listings help search engines verify your legitimacy and location when consistent across platforms. They also give potential clients more ways to discover your family law firm online.

15. Answer legal questions on Q&A platforms

Sites like Quora and Avvo’s Q&A section let you showcase your legal knowledge while connecting with people actively seeking help. Answering questions like “How is custody determined in Georgia?” positions you as a helpful authority and builds trust.

Over time, these answers can appear in search results, driving traffic to your profile or website. This is a powerful barnacle SEO tactic because you get visibility on platforms that already rank well. It’s also a low-cost way to stay top-of-mind with your target audience and support your broader SEO strategy.

Recommended SEO services to boost your search rankings

If you want to outrank local competitors and rank for searches like “divorce lawyer near me” or “child custody attorney in Austin,” your SEO needs to build trust, authority, and relevance.

These 3 family law SEO services from SERPreach can help:

💡 New to link building? Start with guest posting. It’s the easiest way to boost rankings, build credibility, and attract the right audience.