SEO for the Attorney Behind the Firm
Google ranks signals, not substance. We build the signals your reputation has already earned — so when prospects and referring attorneys search your name, the expert they find matches the one they heard about.
Custom strategy for your firm, delivered in 24-48 hours. No credit card. No pressure.
Sound familiar?
Search your name and the first result is a directory profile you've never updated, an old firm bio, or — worse — an attorney in another state who happens to share your name.
Every attorney sending work your way is quietly checking your search results. One weak or out-of-date result can quietly end a referral you never even knew was coming.
Google, Avvo, Martindale, Super Lawyers, your firm site — prospects are reading whatever surfaces first, and you have no say in what they find.
Peers with thinner track records and more marketing budget are sitting above your name for the case types you'd actually win. Google doesn't grade expertise — it grades signals.
What we build
01
Rank your name, not just your firm. Person schema, bio-level optimization, and authored content that holds the top of your personal SERP.
72%of prospects google you before calling
02
Prospects check Google, Avvo, Martindale, and Super Lawyers. We make sure what they find is five stars — in the right places, in the right order.
03
Authored publications with Person schema signal expertise to Google and credibility to referring attorneys. Every piece is ghost-supported, never ghost-bylined.
04
Backlinks from the publications your peers actually read — bar association features, legal industry media, HARO placements. No PBNs, no spam.
A clear, disciplined process
Step 1
We map everything Google surfaces for your name today — directory profiles, reviews, old firm bios, press, name-alikes, suppressed assets. You leave the audit with a written SERP-ownership plan, whether you hire us or not.
Step 2
Person schema on every owned property, authored thought leadership, controlled review distribution, bar-compliant bio optimization, and bio-level backlinks from the publications your peers actually read.
Step 3
Weekly SERP screenshots, review-velocity management, peer and competitor tracking, and monthly reputation-review calls. Anything new that surfaces, we know before your referral sources do.
The SERP your credentials deserve
Imagine the next referring attorney who types your name into Google finding exactly what they'd expect — credentials, authored work, peer recognition, five-star reviews — all ranked in the order you'd choose yourself.
Keough Law · last 90 days
680%
When attorney Shaun Keough partnered with Black Cat, his firm was leaving cases on the table online. We rebuilt the site and SEO around intake, and the phones started ringing: more qualified callers, more form submissions, and a steady climb up Google for the searches that sign clients.
“Black Cat is fantastic! Mike treats your website and marketing like it's his own. I noticed an increase in quality leads immediately.”
Shaun Keough, Keough Law
By practice area
Personal-brand SERP ownership for PI attorneys — jury verdicts, authored work, and peer-citation network that lead-mill firms can't replicate.
Multilingual, agency-practice SEO for immigration attorneys — AILA membership, published EOIR/AAO commentary, and native-language credibility.
Discretion-first SEO for high-net-worth divorce attorneys — family-bar leadership, AAML fellowship, and peer-vetted review distribution.
Trial-record-first SEO for criminal defense attorneys — jury-verdict pages, published appellate authority, and ABA-compliant verdict ranking.
Technical-credential SEO for DUI attorneys — NHTSA SFST certification, breath-test training, and DMV/ALR hearing practice authority.
Fiduciary-trust SEO for estate planning attorneys — ACTEC fellowship, LLM tax credentials, and wealth-adviser referral authority.
Broad-practice SEO for family law attorneys — GAL-panel history, custody / adoption / post-decree silos, and sealed-case-aware copy.
Discretion-first SEO for probate attorneys — court-specific familiarity, executor-adviser referral content, and contested-probate litigation silo.
Our promise to you
Switching to a new agency can feel overwhelming, and we understand the effort that comes with it. That's why we treat your marketing budget with the same care we'd want for our own. We're selective about our partnerships, but when you choose to work with us, we'll go above and beyond. Your trust means everything to us.
One weak result kills ten referrals
Common questions
They share tactics but optimize for completely different outcomes. Attorney SEO targets your personal brand — the searches people run on your name. Law firm SEO targets the firm entity — practice-area + city queries.
On the audit call we'll show you what the SERP looks like for each layer and which one is costing you more work right now.
Yes, within the rules. Suppression is legitimate when done through building higher-authority owned assets that naturally outrank the unwanted result:
We don't do anything grey-hat, anything that violates platform terms, or anything that could be characterized as deceptive. What we do is build a SERP honest enough to reflect who you actually are.
Yes. Attorney advertising compliance is baked into our publishing checklist, not bolted on after the fact:
If a specific bar rule in your jurisdiction requires something unusual, send it over. We'll work to it.
Your own name is usually the fastest win — 30 to 60 days for most attorneys. Timeline depends on the starting SERP:
We'll audit your current SERP live on the free call and quote a realistic timeline for your specific name.
Both. Our personal-brand SEO model fits equally well for solos and for attorneys inside a larger firm who want independent digital authority:
We have dedicated playbooks for each scenario. The audit call scopes to yours.
We regularly work alongside in-house teams and other agencies. Our attorney-brand scope is narrow enough to slot in cleanly:
Many attorneys prefer this model precisely because their personal brand is portable equity in a way firm marketing can't be.
Scales with SERP competitiveness, name commonality, and how much existing reputation work needs repair. What drives it:
Most attorneys recover the first 90 days of investment from one signed high-value case — and the brand equity persists for life of practice.
If the first 30 days don't reflect the professionalism and depth your practice demands, we refund your investment. No fine print, no clawbacks, no awkward conversations. Your name is on the line — we take the risk so you don't have to.
Book your free attorney SEO + reputation audit. Thirty minutes. A written SERP-ownership plan. No obligation — even if you never hire us, you leave with the plan.
A free, no-obligation website audit and the exact plan to fix it, in 30 seconds.