How Divorce Lawyers Can Use SEO to Attract High-Value Clients


With such a high number of marital divorces in the US each year, it is not surprising that the number of divorce law firms continues to grow. A simple Google search for divorce lawyer generates a list of over 5.4 million websites and links for potential clients to consider.

When a high-value client views this list, where does your firm rank? This ranking is how the power of search engine optimization (SEO) comes into play.

What Is SEO Exactly?

If you have ever searched for anything online, you already know more about SEO than you realize. You know that you input a phrase or a word into the search engine bar that describes what you are looking for, and you choose the results that are the most useful.

Interestingly, SEO works below the radar, without you even realizing what happens behind the scenes; it is based on commonly used search behaviors. For example, perhaps a potential client wants to search for divorce lawyers in Dallas. This search implies the following “wants”:

  • The searcher wants to find the best divorce lawyer for their case.
  • The search engine wants to return the most useful results.
  • Every law firm in Dallas wants to be the first result that the searcher sees when googling a divorce lawyer.

SEO is all about making those “wants” match up. SEO experts utilize a range of different strategies to make websites, blogs, and even social media pages appear higher in the light of results. Therefore, the potential client is more likely to click on your firm when they find you

You may be wondering why search engines rank your website on social media pages? Social media has quickly weaved itself into SEO. In fact, at the time of this writing, more than 76% of marketers use social media to support their overall SEO efforts.

How Does Googling Work?

You may be feeling mystified by the inner workings of Google. After all, how does the search engine decide how to rank websites? Google is a powerful tool; without it, it would be nearly impossible to find the information you need when browsing the web.

Returning to the previous example, when a potential client googles find divorce attorney in Dallas, Google uses a specific algorithm to generate its results. Google’s trademark algorithm is known as PageRank; it assigns every single webpage a relevancy score.

Google then uses automated programs known as crawlers to scan and discover websites by following the links from one webpage to another. Google also makes use of a broad index of keywords (and the location of those words on your webpages). The better PageRank your web page has, the more likely the search engine is to discover that page early in the crawl process.

After crawling your pages, Google indexes the pages. Using this example, the search engine will crawl the web for a divorce attorney in Dallas. Within those results, it will scour through every relevant webpage. However, the words divorce attorney may appear more often than Dallas, so the process of indexing involves having the results in document order, rather than word order. In other words, indexing picks up all the webpages that include the words find divorce attorney in Dallas.

Google then ranks the pages that have those search terms. Therefore, the search engine will look at the webpages that may match the terms divorce, attorney, and Dallas. Perhaps the first webpage has attorney but not divorce, and the next has Dallas and divorce but not attorney; both of these pages would be out of the running. However, if a page has both divorce attorney and Dallas, it is a possibility. So Google finds the pages it believes has those words, then tries to figure out how to rank them within the search results.

Google tries to balance all the authority and relevancy of the webpages, so that it can give the client what they are looking for. But it is not as straightforward as it seems; there are more than 200 different ranking factors that the engine takes into consideration.

How SEO and Ranking for Certain Keywords Can Help Divorce Attorneys Find Local Clients

Hyperlocal SEO has become an important practice. Think about a phrase someone may put into Google, such as Dallas divorce lawyer.  The more specific the search terms, the more targeted the results will be. For example, if you need legal assistance for a divorce in Dallas, Dallas legal help for divorce is going to render more fitting results than lawyers Dallas.

Hyperlocal content and keywords help clients locate your business through a Google search. To truly reap the benefits, you should first consider the search terms people may use to find your site. For example, focus on certain aspects of your legal divorce practice with targeted keywords, such as:

  • Collaborative divorce
  • High asset divorce
  • Mediation
  • Uncontested divorce in Dallas
  • Cheap divorces Dallas

Get specific about your location. Remember, the more specific you get about your keywords, the better your chances are of being found by clients who need your particular services. By devoting a great deal of content to your areas of practice, you can offer more insight and information about your experience and practice. So your chances will be better at ranking the varied terms within search results.

What Types of Keywords Should You Use?

1.     Keywords Denoting Hiring Intent

Keywords that imply the intent to hire an attorney must be prioritized in your local SEO campaign, since they signal that a search is being done for the sole purpose of taking some type of action. For instance, the keywords divorce attorney suggest that the person doing the search wants to hire an attorney. SO the keywords that potential clients use are signals that they intend to do something (such as hire your firm).

2.    Keywords Demoting Research Intent

Keywords that indicate research intent are primarily used for gathering information or learning about a topic. For example, perhaps person inputs do I need a divorce attorney? If so, they are not necessarily ready to speak to an attorney. Rather, they are just doing research.

SEO Mistakes to Avoid

Content that is not engaging

Search engines deliver the best-quality results to users, so your content must provide the answer to the search query and provide a positive, engaging experience for the user. If you do not have the time or resources to create high-quality content, outsource this task to a content agency.

The wrong keywords

Maybe your site’s content is mostly about “life after divorce,” but your potential clients are searching for “divorce attorney.” If so, you are going to miss a lot of potential traffic. Research the top keyword phrases for your practice, and strategically use them across your site, social media, and blogs.

Under- and over-optimization

Excessive interlinking, keyword stuffing, and duplicate content on the same site are over-optimization practices that will hurt your rankings. On the flipside, not optimizing your existing blogs means that users are not going to find you. To ensure that the site is positioned for optimal search engine success, invest in ongoing SEO work for your firm’s site.


As mentioned above, there are a growing number of divorce attorney firms emerging within this industry. Those who effectively use SEO and social media will benefit the most from using internet traffic to attract quality clientele and build their business. You can either take full advantage of these organic online marketing tools now, or you can continue losing more and more opportunities to your competition.

Do you want to generate more traffic, more leads, and more revenue?

Divorce Marketing Agency

If you are a family law attorney who does not have the people, resources, time, or expertise to get a measurable return on your digital marketing efforts, Divorce Marketing Agency can bridge this gap.

Contact Shawn (the Chief Strategist) via email at, or visit

Shawn Leamon, MBA, CDFA