{"id":4932,"date":"2025-03-07T14:18:31","date_gmt":"2025-03-07T03:18:31","guid":{"rendered":"https:\/\/www.pillarscroll.com\/insights\/diy-seo-tips-for-law-firms\/"},"modified":"2026-03-02T11:37:32","modified_gmt":"2026-03-02T00:37:32","slug":"diy-seo-tips-for-law-firms","status":"publish","type":"ps_insights","link":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/","title":{"rendered":"SEO on a Shoestring: DIY Techniques for New Law Firms"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"4932\" class=\"elementor elementor-4932 elementor-4214\" data-elementor-post-type=\"ps_insights\">\n\t\t\t\t<article class=\"elementor-element elementor-element-1abff4ef e-con-full e-flex e-con e-parent\" data-id=\"1abff4ef\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4a92eafc elementor-blockquote--skin-border elementor-widget elementor-widget-blockquote\" data-id=\"4a92eafc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tA family lawyer from Wellington recently asked during our Q&amp;A session: \"I've just opened my own family law practice after 12 years at a mid-tier firm. Money's tight, but I know our website needs help with SEO. Any DIY tips that actually work?\"\u00a0\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-476489ad elementor-widget elementor-widget-text-editor\" data-id=\"476489ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>This challenge is familiar to many lawyers who&#8217;ve made the leap to independence. You&#8217;ve established your practice, bringing years of expertise and a solid reputation, but your online presence doesn&#8217;t yet reflect your professional standing. The good news is that several effective DIY SEO techniques can significantly improve your visibility without breaking the bank.<\/p><p>Effective SEO doesn&#8217;t always require expensive consultants or technical expertise. With some strategic effort and a methodical approach, you can significantly improve your law firm&#8217;s online visibility and ensure that your digital reputation begins to match your real-world standing.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2336d7f h3 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"2336d7f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Start with a Google Health Check<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a8bd42 elementor-widget elementor-widget-text-editor\" data-id=\"8a8bd42\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Before making any changes to your website, it&#8217;s essential to understand how Google currently sees it. This simple diagnostic step can reveal issues that might undermine all your other SEO efforts.<\/p><p>Open Google and type <b>site:yourdomain.com<\/b> (replacing &#8220;yourdomain.com&#8221; with your actual domain). This command prompts Google to show all the pages from your website that it has indexed.<\/p><p>Review the results carefully, looking for:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65e4569 elementor-widget elementor-widget-text-editor\" data-id=\"65e4569\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle\"><li>Whether any pages are being indexed at all<\/li><li>Missing pages that should be indexed<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-767edc4 elementor-widget elementor-widget-text-editor\" data-id=\"767edc4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>If you spot problems, you must consult your web developer to address these foundational issues before proceeding. All SEO efforts and the recommendations listed below rely on correct indexing.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10a9353 h3 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"10a9353\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Perform a Screaming Frog SEO Crawl<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-331eeae elementor-widget elementor-widget-text-editor\" data-id=\"331eeae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The next step is to run a more detailed check using Screaming Frog SEO Spider. This will give you a comprehensive list of all your URLs, broken links, pages appearing with incorrect titles or descriptions, and outdated pages that should be removed.<\/p><p>This may feel a bit daunting, but for this purpose, all it will provide us with is a big spreadsheet of information that&#8217;s going to be helpful to us uncovering what needs to be done in the next step.<br \/>For smaller and new firms, a free account should do the trick.<\/p><p>Screaming Frog\u2019s\u00a0<a href=\"https:\/\/www.screamingfrog.co.uk\/seo-spider\/tutorials\/quick-start-guide\/\" target=\"_blank\" rel=\"noopener\">quick start guide<\/a>\u00a0is a helpful resource.<\/p><p>In the guide, scroll down to &#8216;Starting A Crawl&#8217; and then exporting the Data. Import this into a Google Sheet or Microsoft Excel file to get a comprehensive view of your entire site.<\/p><p>While we&#8217;ll cover detailed crawl analysis in a future episode, your immediate focus should be on identifying and fixing broken links (404 errors).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-680a88c h3 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"680a88c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Create Dedicated Pages for Key Search Terms<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4763f70 elementor-widget elementor-widget-text-editor\" data-id=\"4763f70\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>One of the most effective SEO strategies is creating a dedicated page for each search term you want to rank for. This might seem obvious, but many law firm websites bundle multiple services onto a single page, making it harder for Google to determine relevance.<\/p><p><b>Your home page<\/b> should focus on your firm&#8217;s name and primary service offering.<\/p><p><b>Individual profile pages<\/b> are essential &#8211; not just a team page listing everyone. When someone searches for your name, Google needs a specific page to direct them to, and clients appreciate learning more about individual lawyers.<\/p><p><b>Service pages<\/b> should be created for each practice area. As a family lawyer, you might have separate pages for:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7092715 elementor-widget elementor-widget-text-editor\" data-id=\"7092715\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle\"><li>Child arrangements and custody<\/li><li>Divorce proceedings<\/li><li>Financial settlements<\/li><li>Spousal maintenance<\/li><li>Child support<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-559cb71 elementor-widget elementor-widget-text-editor\" data-id=\"559cb71\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Consider niche pages<\/strong> addressing specific questions potential clients commonly search for. Real examples from family lawyers include &#8220;Who gets the frequent flyer points in a separation?&#8221; or &#8220;Who gets the dog in a divorce?&#8221;<\/p><p>These targeted pages not only help with SEO but also demonstrate your expertise in addressing the specific concerns that keep potential clients awake at night.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d32f14b h3 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"d32f14b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Master the SEO Essentials for Each Page<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a54c5f0 elementor-widget elementor-widget-text-editor\" data-id=\"a54c5f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Every website platform offers tools to optimise the fundamental SEO elements of each page. Focus on these four essentials:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4cc801a h4 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"4cc801a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">URLs<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e0aa6e5 elementor-widget elementor-widget-text-editor\" data-id=\"e0aa6e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Keep your page addresses clean, descriptive, and containing relevant keywords. For example:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bba5a73 elementor-widget elementor-widget-text-editor\" data-id=\"bba5a73\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle\"><li>Good: <strong>yourdomain.com\/services\/child-support<\/strong><\/li><li>Poor: <strong>yourdomain.com\/page2<\/strong> or <strong>yourdomain.com\/services?id=1234<\/strong><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ef4fc0 elementor-widget elementor-widget-text-editor\" data-id=\"6ef4fc0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\tRemove any numbers that indicate multiple publishing attempts (like <span class=\"text-nowrap\">\/child-support-2\/)<\/span> and ensure your URLs accurately reflect the page content.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d019e27 h4 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"d019e27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Page Titles <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70eda5f elementor-widget elementor-widget-text-editor\" data-id=\"70eda5f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Page titles appear in browser tabs and as clickable headlines in search results. They should:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bdbbfc4 elementor-widget elementor-widget-text-editor\" data-id=\"bdbbfc4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle\">\n \t<li>Include your target keyword<\/li>\n \t<li>Be specific and descriptive<\/li>\n \t<li>Incorporate location information where relevant<\/li>\n \t<li>Stay under 60 characters to avoid truncation<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-538f160 elementor-widget elementor-widget-text-editor\" data-id=\"538f160\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>For example, rather than simply &#8220;Bec Smith,&#8221; use &#8220;Bec Smith | Family Lawyer at [Firm Name] | Wellington&#8221;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d37e824 h4 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"d37e824\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Meta Descriptions <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2549dd6 elementor-widget elementor-widget-text-editor\" data-id=\"2549dd6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>While not directly a ranking factor, meta descriptions appear in search results and influence click-through rates. Write a brief, compelling preview of the page content in 150-160 characters. Think of it as a teaser or mini-advertisement for the page.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e5b278f h4 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"e5b278f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Headings <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-18645c0 elementor-widget elementor-widget-text-editor\" data-id=\"18645c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Use H1 tags for your main page heading, and ensure it contains your primary keyword. Use H2 and H3 tags for subheadings to create a hierarchical structure that helps both readers and search engines understand your content.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02a6909 h3 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"02a6909\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Implement Strategic Internal Linking<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8177625 elementor-widget elementor-widget-text-editor\" data-id=\"8177625\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Internal links help Google understand your website structure and distribute ranking power between pages. They also help visitors navigate to related content, increasing engagement.<\/p><p>When creating content:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-120348d elementor-widget elementor-widget-text-editor\" data-id=\"120348d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle mb-0\"><li>Look for opportunities to link relevant terms to their dedicated pages<\/li><li>Use descriptive anchor text (the clickable words)<\/li><li>Ensure links are natural and helpful, not forced<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cea113e elementor-widget elementor-widget-text-editor\" data-id=\"cea113e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>For example, if you mention &#8220;child support&#8221; in a blog post about divorce, link that phrase to your dedicated child support page.<\/p><p>This simple practice creates pathways for both search engines and users to discover more of your content, strengthening your overall site architecture.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a43d28 h3 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"8a43d28\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Set Up and Optimise Your Google Business Profile<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a775e0c elementor-widget elementor-widget-text-editor\" data-id=\"a775e0c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>For local searches (like &#8220;family lawyer Wellington&#8221;), your Google Business Profile is often more important than your website SEO.<\/p><p>To optimise your profile:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-18d6ded elementor-widget elementor-widget-text-editor\" data-id=\"18d6ded\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle\"><li>Claim and verify your business listing<\/li><li>Complete every field with accurate, comprehensive information<\/li><li>Ensure contact details are identical to those on your website<\/li><li>Add high-quality photos of your office and team<\/li><li>Select appropriate categories (at the time of writing, \u2018lawyer\u2019, \u2018divorce lawyer\u2019 and \u2018family law attorney\u2019 are all options)<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb8dfdd elementor-widget elementor-widget-text-editor\" data-id=\"cb8dfdd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Most importantly, actively solicit reviews from satisfied clients. <span class=\"text-nowrap\">High-quality,<\/span> authentic reviews significantly improve your visibility in local searches and build trust with potential clients conducting due diligence.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc827f4 h3 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"bc827f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Build Your Backlink Profile<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b4512ba elementor-widget elementor-widget-text-editor\" data-id=\"b4512ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Backlinks &#8211; links from other websites to yours &#8211; remain one of Google&#8217;s most important ranking factors. They act as &#8220;votes of confidence&#8221; in your expertise.<\/p><p>While building backlinks takes time, several opportunities are particularly valuable for new law firms:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50a27ba elementor-widget elementor-widget-text-editor\" data-id=\"50a27ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle\"><li>Professional associations and law societies<\/li><li>Legal directories (both paid and free)<\/li><li>Local business associations<\/li><li>Alumni networks<\/li><li>Referral partners (accountants, mediators, etc.)<\/li><li>Guest posts on legal blogs or publications<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c268c5a elementor-widget elementor-widget-text-editor\" data-id=\"c268c5a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Simply reaching out and asking for these links can be surprisingly effective. Many organisations are happy to link to their members or partners &#8211; they just need to be asked.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-514f0b2 h3 fw-semibold color3 elementor-widget elementor-widget-heading\" data-id=\"514f0b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Prioritise for Impact<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ffa4a8f elementor-widget elementor-widget-text-editor\" data-id=\"ffa4a8f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>With limited time and resources, focus on these SEO techniques in order of impact:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e1b3b41 elementor-widget elementor-widget-text-editor\" data-id=\"e1b3b41\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle\"><li>Fix any issues found in your Google health check<\/li><li>Create dedicated pages for your key services and expertise areas<\/li><li>Optimise page titles, URLs, and meta descriptions<\/li><li>Set up and optimise your Google Business Profile<\/li><li>Implement internal linking<\/li><li>Begin building backlinks<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb4ed0e elementor-widget elementor-widget-text-editor\" data-id=\"eb4ed0e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Remember that SEO is a marathon, not a sprint. These fundamental techniques will build a solid foundation that improves over time, helping your online reputation gradually catch up to your <span class=\"text-nowrap\">real-world<\/span> expertise.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a222c9d elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a222c9d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca6edaa h4 elementor-widget__width-inherit elementor-widget-tablet__width-inherit elementor-widget elementor-widget-heading\" data-id=\"ca6edaa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Join Our Community of Growth-Focused Legal Leaders<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f78a19 elementor-widget elementor-widget-text-editor\" data-id=\"6f78a19\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Found this helpful? Join our weekly live Q&amp;A sessions where we answer questions like this from law firm leaders.<\/p><p><span style=\"font-weight: 400;\">Subscribe to our email list to:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a97ae2b elementor-widget elementor-widget-text-editor\" data-id=\"a97ae2b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul class=\"ul-circle\"><li>Get invites to our live Q&amp;A training sessions<\/li><li>Submit your questions for upcoming sessions<\/li><li>Access our full archive of answers<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b26007 ps-btn-e elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-button\" data-id=\"9b26007\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#subscribe\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Subscribe<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa2fbdf elementor-widget elementor-widget-text-editor\" data-id=\"fa2fbdf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Have a specific question? Submit to <a href=\"mailto:paul.evans@pillarscroll.com\">paul.evans@pillarscroll.com<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Just launched a new law practice? Learn how to optimise your website&#8217;s SEO with these practical, budget-friendly DIY techniques that deliver results.<\/p>\n","protected":false},"author":5,"featured_media":4933,"template":"","categories":[282],"tags":[],"class_list":["post-4932","ps_insights","type-ps_insights","status-publish","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO on a Shoestring: DIY Techniques for New Law Firms | Pillar &amp; Scroll<\/title>\n<meta name=\"description\" content=\"Just launched a new law practice? Learn how to optimise your website&#039;s SEO with these practical, budget-friendly DIY techniques that deliver results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO on a Shoestring: DIY Techniques for New Law Firms | Pillar &amp; Scroll\" \/>\n<meta property=\"og:description\" content=\"Just launched a new law practice? Learn how to optimise your website&#039;s SEO with these practical, budget-friendly DIY techniques that deliver results.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/\" \/>\n<meta property=\"og:site_name\" content=\"Pillar &amp; Scroll\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-02T00:37:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.pillarscroll.com\/wp-content\/uploads\/2025\/12\/img-insights-thumb-SEO-on-a-Shoestring-DIY-Techniques-for-New-Law-Firms-photo.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1248\" \/>\n\t<meta property=\"og:image:height\" content=\"774\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/insights\\\/diy-seo-tips-for-law-firms\\\/\",\"url\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/insights\\\/diy-seo-tips-for-law-firms\\\/\",\"name\":\"SEO on a Shoestring: DIY Techniques for New Law Firms | Pillar &amp; Scroll\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/insights\\\/diy-seo-tips-for-law-firms\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/insights\\\/diy-seo-tips-for-law-firms\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.pillarscroll.com\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/img-insights-thumb-SEO-on-a-Shoestring-DIY-Techniques-for-New-Law-Firms-photo.png\",\"datePublished\":\"2025-03-07T03:18:31+00:00\",\"dateModified\":\"2026-03-02T00:37:32+00:00\",\"description\":\"Just launched a new law practice? Learn how to optimise your website's SEO with these practical, budget-friendly DIY techniques that deliver results.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/insights\\\/diy-seo-tips-for-law-firms\\\/#breadcrumb\"},\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/insights\\\/diy-seo-tips-for-law-firms\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/insights\\\/diy-seo-tips-for-law-firms\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.pillarscroll.com\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/img-insights-thumb-SEO-on-a-Shoestring-DIY-Techniques-for-New-Law-Firms-photo.png\",\"contentUrl\":\"https:\\\/\\\/www.pillarscroll.com\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/img-insights-thumb-SEO-on-a-Shoestring-DIY-Techniques-for-New-Law-Firms-photo.png\",\"width\":1248,\"height\":774,\"caption\":\"SEO on a Shoestring: DIY Techniques for New Law Firms\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/insights\\\/diy-seo-tips-for-law-firms\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"SEO on a Shoestring: DIY Techniques for New Law Firms\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/#website\",\"url\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/\",\"name\":\"Pillar & Scroll\",\"description\":\"Marketing for Referral-Driven Law Firms\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-AU\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/#organization\",\"name\":\"Pillar & Scroll\",\"url\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.pillarscroll.com\\\/wp-content\\\/uploads\\\/2023\\\/09\\\/ps-logo.svg\",\"contentUrl\":\"https:\\\/\\\/www.pillarscroll.com\\\/wp-content\\\/uploads\\\/2023\\\/09\\\/ps-logo.svg\",\"caption\":\"Pillar & Scroll\"},\"image\":{\"@id\":\"https:\\\/\\\/www.pillarscroll.com\\\/au\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"SEO on a Shoestring: DIY Techniques for New Law Firms | Pillar &amp; Scroll","description":"Just launched a new law practice? Learn how to optimise your website's SEO with these practical, budget-friendly DIY techniques that deliver results.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/","og_locale":"en_US","og_type":"article","og_title":"SEO on a Shoestring: DIY Techniques for New Law Firms | Pillar &amp; Scroll","og_description":"Just launched a new law practice? Learn how to optimise your website's SEO with these practical, budget-friendly DIY techniques that deliver results.","og_url":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/","og_site_name":"Pillar &amp; Scroll","article_modified_time":"2026-03-02T00:37:32+00:00","og_image":[{"width":1248,"height":774,"url":"https:\/\/www.pillarscroll.com\/wp-content\/uploads\/2025\/12\/img-insights-thumb-SEO-on-a-Shoestring-DIY-Techniques-for-New-Law-Firms-photo.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/","url":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/","name":"SEO on a Shoestring: DIY Techniques for New Law Firms | Pillar &amp; Scroll","isPartOf":{"@id":"https:\/\/www.pillarscroll.com\/au\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/#primaryimage"},"image":{"@id":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/#primaryimage"},"thumbnailUrl":"https:\/\/www.pillarscroll.com\/wp-content\/uploads\/2025\/12\/img-insights-thumb-SEO-on-a-Shoestring-DIY-Techniques-for-New-Law-Firms-photo.png","datePublished":"2025-03-07T03:18:31+00:00","dateModified":"2026-03-02T00:37:32+00:00","description":"Just launched a new law practice? Learn how to optimise your website's SEO with these practical, budget-friendly DIY techniques that deliver results.","breadcrumb":{"@id":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/#breadcrumb"},"inLanguage":"en-AU","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/"]}]},{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/#primaryimage","url":"https:\/\/www.pillarscroll.com\/wp-content\/uploads\/2025\/12\/img-insights-thumb-SEO-on-a-Shoestring-DIY-Techniques-for-New-Law-Firms-photo.png","contentUrl":"https:\/\/www.pillarscroll.com\/wp-content\/uploads\/2025\/12\/img-insights-thumb-SEO-on-a-Shoestring-DIY-Techniques-for-New-Law-Firms-photo.png","width":1248,"height":774,"caption":"SEO on a Shoestring: DIY Techniques for New Law Firms"},{"@type":"BreadcrumbList","@id":"https:\/\/www.pillarscroll.com\/au\/insights\/diy-seo-tips-for-law-firms\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.pillarscroll.com\/au\/"},{"@type":"ListItem","position":2,"name":"SEO on a Shoestring: DIY Techniques for New Law Firms"}]},{"@type":"WebSite","@id":"https:\/\/www.pillarscroll.com\/au\/#website","url":"https:\/\/www.pillarscroll.com\/au\/","name":"Pillar & Scroll","description":"Marketing for Referral-Driven Law Firms","publisher":{"@id":"https:\/\/www.pillarscroll.com\/au\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.pillarscroll.com\/au\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-AU"},{"@type":"Organization","@id":"https:\/\/www.pillarscroll.com\/au\/#organization","name":"Pillar & Scroll","url":"https:\/\/www.pillarscroll.com\/au\/","logo":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/www.pillarscroll.com\/au\/#\/schema\/logo\/image\/","url":"https:\/\/www.pillarscroll.com\/wp-content\/uploads\/2023\/09\/ps-logo.svg","contentUrl":"https:\/\/www.pillarscroll.com\/wp-content\/uploads\/2023\/09\/ps-logo.svg","caption":"Pillar & Scroll"},"image":{"@id":"https:\/\/www.pillarscroll.com\/au\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/www.pillarscroll.com\/au\/wp-json\/wp\/v2\/ps_insights\/4932","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.pillarscroll.com\/au\/wp-json\/wp\/v2\/ps_insights"}],"about":[{"href":"https:\/\/www.pillarscroll.com\/au\/wp-json\/wp\/v2\/types\/ps_insights"}],"author":[{"embeddable":true,"href":"https:\/\/www.pillarscroll.com\/au\/wp-json\/wp\/v2\/users\/5"}],"version-history":[{"count":0,"href":"https:\/\/www.pillarscroll.com\/au\/wp-json\/wp\/v2\/ps_insights\/4932\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.pillarscroll.com\/au\/wp-json\/wp\/v2\/media\/4933"}],"wp:attachment":[{"href":"https:\/\/www.pillarscroll.com\/au\/wp-json\/wp\/v2\/media?parent=4932"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.pillarscroll.com\/au\/wp-json\/wp\/v2\/categories?post=4932"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.pillarscroll.com\/au\/wp-json\/wp\/v2\/tags?post=4932"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}