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Content is by far the most important factor and should be your focus. Explore the top SEO companies specializing in legal services. It is also the job title of a person who does search engine optimization specifically for attorneys or law firms. All SEO companies aren’t created equal. 2. When a lawyer’s website is optimized for specific keywords, it attracts people to search for those keywords. Here is a good example: “Chicago Car Accident Lawyer”. SITE123 – easiest to use attorney website builder. SEO for lawyers is a practice of improving the quality and authority of legal-based websites to increase first-page ranking on search engines. Nolo. Law firm SEO, also called lawyer SEO or attorney SEO, is optimizing a legal website to improve its visibility in relevant organic search results. 3. 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