Personal Injury SEO

Smarter SEO for Personal Injury Attorneys

If you’re like most personal injury attorneys who are looking to grow their practice and generate more revenue for your law firm, you know just how important it is to have high visibility on Google. Unless your website can be found on the 1st page of Google for search phrases related to the types of cases you are wanting to generate, you will miss out on the many consumers who turn to the search giant when trying to find a personal injury lawyer online. Those consumers will find your competitors websites instead of yours. While Google Ads are an option that all attorneys handling torts should consider utilizing in 2022, there is no better “bang for the buck” than search engine optimization (SEO) when it’s done the right way. If you consistently rank near the very top of the results for hundreds of search phrases related to consumers wanting to hire a personal injury attorney, the revenue potential is enormous.

What are your options when it comes to Personal Injury SEO?

There are a few different options you have when it comes to personal injury SEO.

  1. Hire an agency that handles SEO
  2. Hire an in-house SEO team
  3. Learn SEO and do it yourself
Let’s go through each option to give you some insight from someone who has been personal injury SEO for nearly 20 years.

​Option 1: Hire an agency that handles SEO

This is the option that without question will produce the very best results, if the right marketing company is selected. It’s also the option that makes the most financial sense for almost every personal injury law firm. While personal injury SEO is not cheap by any means, it’s much less expensive to pay an agency for monthly SEO services than to pay for an in-house marketing team that in reality won’t be able to compete with an agency like ours. We have too much experience, talent, and proprietary SEO software that help make us the best in the industry and it’s not practical to think any in-house marketing team can compete with us or any other top tier company in the legal marketing space. What does it take to succeed at personal injury SEO in 2022?

Advanced SEO strategies (you need to be better than your competitors!)

SEO friendly website design that utilizes smart UX (how users perceive interacting with a web page is a factor with Google’s algorithm )

Technical SEO proficiency

Keyword research experience and skills (especially terms related to personal injury law)

Content analysis skills

Content writing skills that understand the importance of satisfying user intent

Advanced content ideation

Competitor analysis proficiency

Outreach skills

Link building skills

Web developers who understand what’s important to Google’s ever changing algorithms (ex:, Google’s Page Experience

SEO Software

Analytical analysis skills

Constant monitoring of Google’s algorithm (which Google updated over 4,500 times in 2020).

A small in-house marketing team is no match for the best companies who specialize in personal injury SEO and that’s why you see search rankings dominated by websites that are being optimized by an outside agency.
While there are absolutely some other vendors providing personal injury SEO services that are very good at what they do and can show excellent results, there is not another legal SEO vendor that can show results like these in the largest markets in the country. All this being said, keep in mind that Google’s algorithm updates thousands of times a year and that different results are often served to different people depending on their location, device, previous search history, etc. However, if you’re going to hire a company to handle personal injury SEO for your law firm, you should always choose a vendor with a great track record of results. Specifically, for personal injury law firms in ultra competitive markets like these shown above.

Option 2: Hire an in-house SEO team

You might be considering hiring an in-house team to handle SEO for your personal injury practice. After 15+ years in the personal injury marketing field, I can tell you that this option doesn’t work out very often. However, if you are dead set on this as an option for your firm, you need to have the right team in place. Here’s what you will need:

Highly experienced SEO person(s)

Talented in-house content writer

Skilled web designer (not for designing your website but for creating visual assets for your blog and to help with SEO efforts)

Marketing director (to oversee the work done by the team, as well as paid search marketing or other marketing efforts you do for your firm)

Now, take it from a company that interviews hundreds of SEO candidates every year: The number of talented SEOs available for hire is incredibly small. We receive hundreds of candidates every year for SEO positions and the number of candidates that have the skills we require is less than 3%. Unfortunately most people with SEO experience have not learned the right way. So, it’s highly unlikely that your firm will be able to find the right person(s) for the job. The right team is going to cost you an absolute minimum of $200K in salary (and in reality much more) if you hire the right personnel and still they will be no match for the diverse talents of an agency like ours or any other top tier personal injury SEO company. Add to that the proprietary SEO tools we have developed and it’s no wonder in-house marketing departments are no match for premier SEO companies like iLawyerMarketing. Are we biased? A bit yes, but the ranking data is not biased and that makes it perfectly clear that 99% of internal marketing departments cannot compete with us. For this reason, we wouldn’t recommend this option if your primary goal is to dominate your market and produce consistent results.

Option 3: Learn to do SEO yourself

There are some personal injury attorneys out there that have tried to handle their own SEO. As you would expect, these stories do not have a happy ending. Not because they were not capable of course. Anybody with a sharp mind and a good work ethic can become a successful SEO if they learn how to do search engine optimization the “right way”. However, the “right way” is not so easy to figure out. Especially with an algorithm that changes an average of more than 12 times a day! An important question to ask yourself is this: Should you be spending your time trying to handle your marketing or practicing law? Of course this depends on what stage you are in with your practice and what you want to spend your time on. For the great majority of personal injury lawyers, this isn’t the best use of your time. There are too many things to learn and to try and stay on top of when it comes to Google’s algorithm. What would you need to learn and master when it comes to digital marketing and SEO for your firm?

Google Analytics

Local SEO and local SEO strategies

Google map pack/local pack optimization

Google Search Console

Google My Business

Content marketing

Content writing that satisfies both human visitors and search engines

SERP (Search Engine Results Pages) pages analysis

Conversion rate optimization

Backlink analysis

Link building

Outreach

Technical SEO

Structured data markup and schema implementation

SEO split testing

UX (User Experience) testing

SEO strategies

SEO experience

Sure, you could learn these things over the course of many years but there are too many things for one individual to handle. Would you be able to compete with top tier personal injury lawyer SEO companies? Not a chance. It takes an entire team to win when it comes to personal injury law firm SEO.

Questions about Personal Injury SEO

You may have questions related to personal injury marketing and SEO. Here are some of the most common questions we get asked by prospective clients:

How much does personal injury SEO cost?

Without question, personal injury SEO is the most competitive of all areas of law. Some law firms spend millions of dollars on marketing their personal injury or mass tort practice. While often a large portion of that budget is used on paid search, most firms use a healthy portion of their budget specifically on SEO. The price of SEO typically depends on different variables, such as the types of cases you are looking to generate, the size of the market you competing in, the number of geographic locations you are targeting and the level of competition on Google’s 1st page of the search results. For example, if you are only looking to bring in car accident cases in Fort Collins, Colorado, that will be less expensive than also targeting Aurora and Denver as well. Since the algorithm is in a constant state of change, we always provide custom quotes based on your specific needs and the current algorithm. Contact us today and we will be happy to provide you with a custom quote.

How do I choose the right company to handle SEO for my law firm?

Choosing the right vendor is very difficult for most personal injury attorneys. And understandably so. You hear the same message from everyone, telling you they can get you great results. Fortunately, we can make the decision process easier for you (even if you don’t choose us). Here at iLawyerMarketing we developed software that tracks the performance of all legal marketing providers in the industry. Our database has over 1,000 companies in it, so with this many companies to choose from, it wouldn’t be wise to make a decision without using data and performance metrics. Not only does our software track companies, but our software also keeps track of the performance of every company on Google. We have data and metrics that nobody else in the industry has. If you are trying to decide between certain legal SEO vendors, contact us and we will share performance data with you to help make your decision process an easier one.

What makes you the best personal injury SEO company?

Nothing speaks to the abilities of an SEO company more than the organic search results they have achieved for their clients. iLawyerMarketing has been able to get our personal injury clients ranking for the most competitive keywords, in the most competitive markets in the world. Ask us to share our results with you and you will be impressed! Our ARC Software proves that we are the best legal SEO company in the world. Not because we say we are, but because objective Google ranking data proves this to be the case. We are happy to share this data with you at any time. Simply request a free consultation with one of our highly experienced legal marketing specialists. Each one has over 10+ years of experience helping law firms create highly successful Internet marketing campaigns.