How Your Law Firm Can Maximise SEO In 2025

Search Engine Optimisation (SEO) is often seen as a mysterious dark art that requires extraordinary intelligence and a huge amount of financial investment to get right. Make no mistake, it is a craft and finding someone who specialises in SEO and digital marketing can help your law firm’s Google rankings enormously. But many of the actions you can take to improve SEO come down to common sense and can be done inhouse. Below are some of the steps you can take to improve your firm’s website rankings in 2025.

One – do a tidy up

Broken links, slow speed, zombie pages that no one visits, typos – all these seemingly small flaws can dramatically affect your SEO. Make your website fast, simple, and easy to use. Visitors will notice and so will Google.

Two – Give searchers the information they want, fast.

In a recent SEO Journal article, Google's John Mueller shared his thoughts on SEO for AI Overviews. He provided some important clues about SEO for AI Overviews, including:

“When I search “when is the Super Bowl” I want to know it’s February 9th. That’s it. End of task. I’m done. …What I don’t want …. is a website with an overlay ad, a cookie consent notice, and opt in to click in your alerts, an e-mail signup form, and seven paragraphs of unrelated text before it tells me it’s February 9.”

To put this advice into action, make sure that if your content is providing an answer to a question, such as "What is the Employment Rights Act 1996, provide an answer straight away in the first couple of sentences.

Three – Make sure your content provides E-E-A-T 

Content remains king and Google does not care where that content comes from, be it AI or human, as long as it provides the following:

·         Experience – use author bios or reference experience directly within the content to show the author of the content has direct, first-hand experience. For example, if you have written an article on transferring shares, make sure you create an author bio for one of the company law team and add this to article.

·         Expertise – make sure your content includes external links to reputable sources (Google Scholar is great for finding academic articles to back up what you’re trying to say). Write in plain English but dig deep into your topic, providing depth and accuracy for the reader.

·         Authoritativeness – build a readership by consistently publishing high-quality content, earning backlinks and mentions from other respected sites, and growing your reputation as a thought-leader in your market sector.

·         Trustworthiness – name your author, back up what you say with relevant sources, and provide clear contact information. Do not say the article has not been created by AI if you have used ChatGPT or the like and ensure your writing is original and not plagiarised from other sources.

Be aware that AI-generated content that has not been checked for inaccuracies and extensively edited to ensure it demonstrates E-E-A-T can hurt your SEO rankings.

Four – investigate and action website analytics

If you are not working with a dedicated SEO services provider or digital marketing agency, make the most of Google’s Marketing Platform. You will find a wealth of data regarding your website pages, for example, how often each page is visited, how long visitors stay on particular pages, and who your website visitors actually are. Not only can this information be used to create a content plan based on user engagement, but you can analyse the insights provides and employ them in your Google ad campaigns.

Five – focus on building your brand

Eric Schmidt’s famously quoted: “Brands are the solution, not the problem. Brands are how you sort out the cesspool.” With AI Overviews, having a robust, well-known, trustworthy brand can make the difference between you appearing in the Overview sources or languishing at the bottom of page one.

To build a brand you need to spread your content around. To achieve this, means:

·         Creating YouTube videos (YouTube is the world’s second largest search engine).

·         Being active on social media.

·         Having a presence on platforms such as Reddit.

·         Working with a PR company to place editorial content and provide expert opinions to journalists and trade specialists.

·         Clearly communicating your firm’s values in all marketing materials.

·         Focus on getting great online reviews.

Wrapping up

As AI Overviews become more trustworthy, SEO is more important than ever. Remember, the goal was always to be featured in Google’s top three results. Nothing has changed with AI Overviews; it’s just those top three are now the sources the Overview references. However, you do need to work harder to reach and stay at the top.

Albion Legal provides a range of added-value products and services, from bespoke employment disputes insurance cover to white-labelled HR software. To discuss any points in the above article or to find out how we can help your business, please phone 0113 2471 717 or email our team – enquiries@albionlegal.co.uk