Law Firm SEO Services | Ashikur Rahman, LLM (hey-ash.com)
Law Firm SEO

SEO that ranks your case files, not just keywords.

A retainer built specifically for US law firms. Technical SEO, local visibility, practice-area content, link earning, schema, and AI search citations, delivered by a lawyer-trained operator with six-plus years of YMYL experience.

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Personal Injury Family Law Criminal Defense Estate Planning Immigration Bankruptcy Workers Comp Medical Malpractice
Personal Injury ◆ Family Law ◆ Criminal Defense ◆ Estate Planning ◆ Immigration ◆ Bankruptcy ◆ Real Estate ◆ Workers Compensation ◆ Employment Law ◆ Medical Malpractice ◆ Personal Injury ◆ Family Law ◆ Criminal Defense ◆ Estate Planning ◆ Immigration ◆ Bankruptcy ◆ Real Estate ◆ Workers Compensation ◆ Employment Law ◆ Medical Malpractice ◆
Workspace showing search console, Elementor, and case-law open side by side
Why most law-firm SEO fails

Generic agencies treat your firm like a plumber.

Google classifies legal queries as Your Money or Your Life. That triggers stricter content quality reviews, harder E-E-A-T thresholds, and zero patience for thin pages. Most agencies optimize for traffic. Law firms have to optimize for trust.

Filler content paraphrased from Wikipedia gets buried by Google quality raters who score legal pages against expert-written baselines.

PBN backlinks and link farms are now liabilities, not assets. Google’s spam updates flag them and confidence in the entire domain drops.

Author bios with stock photos and zero credentials fail E-E-A-T review. AI Search engines apply the same filter when picking citations.

ABA Model Rule 7.2 and state-bar advertising rules silently invalidate the comparative-superlative language most agencies default to.

Schema markup written without LegalService and Attorney type knowledge gets ignored, no rich results, no entity reinforcement.

Account managers who do not understand the practice area cannot brief writers, scope link campaigns, or audit a contract page properly.

What you actually get

Six layers, one operator.

Every Law Firm SEO retainer covers all six layers below. The depth on each is set after the free audit so the scope and timeline match where your domain actually stands today.

01 Foundation

Technical SEO + Core Web Vitals

Crawlability, indexation, render budget, and CWV scoring against the legal-vertical baseline.

  • Render-blocking, LCP, INP, CLS audit
  • Mobile-first crawl repair
  • Sitemap + robots discipline
  • JS rendering parity check
  • Internal-link entity graph
02 Map pack

Local SEO + Google Business Profile

The work that wins practice-area-plus-city queries and lifts your firm into the 3-pack.

  • GBP categories + services optimization
  • Citations on legal directories only
  • Practice-area landing pages
  • Review acquisition workflow
  • Geo-grid rank tracking
03 Content

Practice-area content production

Cluster-led content written by an LLB and LLM, not paraphrased by a generalist copywriter.

  • Cluster + pillar mapping
  • Statute and case-law citations
  • State-specific jurisdiction nuance
  • Conversion-tuned CTA layout
  • Refresh calendar for stale pages
04 Authority

Link earning from legal authorities

No PBNs, no spam outreach, no fake guest posts. Links from sources Google actually trusts.

  • State and county bar listings
  • Legal directory placements
  • HARO and qwoted commentary
  • Earned editorial features
  • Citation-grade resource pages
05 E-E-A-T

Schema, entity SEO, and author signals

The wiring Google quality raters and AI search engines actually read.

  • LegalService + Attorney schema
  • Article + FAQ schema discipline
  • Author bios that pass review
  • Knowledge panel reinforcement
  • Wikidata + entity consolidation
06 AI Search

AI Search overlap

Bonus visibility in ChatGPT, Perplexity, AI Overviews, and Copilot, included with every retainer.

  • GEO citation positioning
  • AEO featured-answer layout
  • llms.txt + AI crawler signals
  • Brand-mention monitoring
  • Citation tracking across engines
Real dashboards

Six lawyer clients, six search consoles.

Selected captures from active law-firm retainers. Click any chart to view full size. Firm names withheld at client request, dashboards are unedited.

AI Performance dashboard showing 208,400 total citations across Microsoft Copilot over 3 months

208.4K AI citations across Bing and Copilot, single firm, three months.

GSC chart showing 23.3K clicks and 3.55M impressions over 6 months for a law-firm client

23.3K clicks on 3.55M impressions, six-month window, single law firm.

Queens law firm GSC showing recovery from malware attack to 25.5K clicks

25.5K clicks recovered post malware purge, Queens-based firm.

Brooklyn law firm GSC showing 3.4K clicks and 300K impressions in 28 days

3.4K clicks in 28 days, Brooklyn-based personal injury firm.

Bing Search Performance dashboard showing 1.5M impressions and 3.1K clicks for a law firm

1.5M Bing impressions over three months, feeding Copilot citations.

Florida law firm Google Search Console performance chart

Steady growth curve, Florida-based family law firm under retainer.

All charts are direct captures from Google Search Console, Bing Webmaster Tools, and the Microsoft AI Performance dashboard for active law-firm retainers. Names withheld at client request.

Five wins, written up

What actually moved for each firm.

Same five case studies featured on the home page. Each one expanded with what was scoped, what shipped, and what the dashboards looked like at the end.

AI Search 3 months

208.4K AI citations across Bing and Copilot.

A US personal injury firm wanted to test whether AI search was a real lead source. Scope covered entity SEO, llms.txt, and citation-friendly content for the top six practice-area questions. Inside three months the AI Performance dashboard recorded 208,400 citations across Microsoft surfaces with 131 average cited pages per week.

Service

AI Search Opt

Surfaces

Bing · Copilot

Pages / wk

131 avg

AI Performance dashboard showing 208,400 total citations
SEO Retainer 6 months

23.3K clicks on 3.55M impressions.

A multi-attorney firm inherited a domain with a fast-growing impression curve but mediocre click-through. Scope focused on title and meta rewrites for the top 80 ranking URLs, plus a content cluster on the firm’s strongest practice area. Six months later: 23,300 clicks, 0.7% CTR, average position 7.9.

CTR

0.7%

Avg pos

7.9

Impressions

3.55M

GSC chart 23.3K clicks 3.55M impressions
Security Recovered

25.5K clicks restored, malware purged.

A Queens-based law firm got hit with a Japanese-keyword hack mid-quarter. Rankings collapsed for three weeks. Scope shifted to incident response: full malware purge, reindex requests, recovery of compromised pages, and a rebuilt internal-link graph. The firm came back to 25,500 clicks on 5.04M impressions, a full recovery curve visible in the chart.

Service

Security

Impressions

5.04M

Recovery

Full

Queens law firm GSC chart showing malware dip and recovery
Local SEO 28 days

3.4K clicks for a Brooklyn law firm.

A Brooklyn personal injury firm wanted faster local lift while the broader content engine spun up. Scope concentrated on GBP optimization, neighborhood-level service pages, and review acquisition. In a 28-day window: 3,400 clicks on 300K impressions, 1.1% CTR, average position 6.3.

CTR

1.1%

Avg pos

6.3

Impressions

300K

Brooklyn law firm GSC chart
Bing & AI 3 months

1.5M Bing impressions, feeding Copilot.

A multi-state law firm wanted Bing visibility as the bridge to AI search. Scope added Bing Webmaster Tools instrumentation, Copilot-aligned answer formatting, and citation-grade resource pages. After three months: 1.5M Bing impressions, 3.1K clicks, 0.21% CTR, and visible Copilot pickups on six tracked queries.

Clicks

3.1K

Surface

Bing · Copilot

CTR

0.21%

Bing Search Performance chart
How scoping works

Audit first, retainer second.

Four steps. No retainer starts until both sides have signed off on the written scope.

01

Free audit

Send your domain. A 75-point technical, content, and E-E-A-T review is delivered as a written report inside 7 business days. No call required to receive it.

02

Diagnosis call

A 45-minute Zoom to walk through findings, prioritize wins, and confirm what your firm needs at this stage. Most engagements clarify themselves on this call.

03

Written scope

Fixed deliverables, quarterly milestones, a real timeline, and a price. Everything signed before any retainer starts. No boilerplate proposal templates.

04

90-day cycles

Execution on a 30-60-90 cadence with weekly updates. Quarterly reviews compare ranking, traffic, and lead quality against the agreed milestones, then we adjust or expand scope.

Ashikur Rahman at workspace, founder of hey-ash

Ashikur Rahman, LLM

Founder, hey-ash.com

Why a lawyer-trained SEO

The work that passes E-E-A-T is hard to fake.

Most SEO professionals learn about law firms from their clients. I read case law for years before I read keyword reports. The LLB and LLM in International Law from Rajshahi University change three things about the work itself.

Practice-area content reads as written by a lawyer. Google quality raters score it against expert baselines and the gap is visible.

Schema and entity SEO use the right markup. LegalService, Attorney, and FAQPage written to spec instead of copy-pasted from a tutorial.

AI Search citations favor demonstrated expertise. A legal degree is the single strongest E-E-A-T signal for a legal vertical and AI search engines weight it.

FAQ

Honest answers, no agency-speak.

Most of these are answered in the free audit before any commitment is made.

Get the audit
How much does law-firm SEO actually cost?
Retainers are scoped after the free audit because the depth of work varies firm to firm. A solo practitioner in a small market needs a different scope than a four-attorney firm fighting for personal-injury rankings in a top-25 metro. The audit produces a written scope with a fixed monthly number tied to specific deliverables, not a tier on a pricing page.
How long until rankings move?
Local-pack movement on practice-area-plus-city queries typically shows in 60 to 120 days. Map-pack top-3 on competitive personal-injury terms can take 6 to 12 months depending on the city. AI Search citation wins begin within 30 to 60 days because the index is faster than Google’s organic crawl.
Do you understand ABA Model Rule 7.2 and state-bar advertising rules?
Yes. Every content piece is reviewed against ABA Model Rule 7.2 and applicable state-bar rules before publishing. That covers comparative-superlative language, testimonial framing, contingent-fee disclosure, and required-disclaimer placement. If your state has additional advertising rules, those are added to the content-review checklist.
Who owns the content and the work product?
Your firm owns every page of content, every backlink earned, every schema block, every GBP optimization, every Bing instrumentation, the audit report, and the strategy doc. Retainer ends, work stays. Written into the contract.
Will you sign a non-compete with my firm?
Yes for engagements over $5,000 per month. No other firm in the same practice area inside the same metro, for the duration of the retainer plus 90 days. Written into the contract.
Why no fixed retainer tier on the page?
Tiered pricing forces firms into pre-defined scopes that often do not match their actual situation. Two firms with identical revenue can need wildly different work. The free audit produces a scope that matches your domain, your market, your competition, and your timeline. Then a number gets attached.
What if I already have an in-house marketer or a junior SEO?
They keep their job. The retainer can run as a strategic overlay: scope, content briefs, technical audits, link campaigns, schema, and AI Search work. Your in-house resource handles publishing, GBP updates, and reporting. Often cheaper than scaling internally and faster than starting from zero.
Free SEO Audit

See where your firm stands before we talk.

Send your domain. Get a written top-line review of your YMYL readiness, local visibility, and AI Search exposure inside 7 business days. No call required.

Or email contact@hey-ash.com directly.