Onsite SEO for Lawyers: In-Depth Content & Why It’s Important

Onsite SEO for Lawyers: In-Depth Content & Why It’s Important

| August 11, 2016

What is it?

In-depth content as it relates to SEO is all about text-based articles, blog posts or page copy that is more than just topical.  Because of its comprehensive nature, content like this tends to be lengthy (in excess of 600 words).  In-depth content covers a topic extensively.  It gives readers a source of information detailed enough that they view it as authoritative or all-encompassing.

Typically content like this links out to many other authoritative references, may provide imagery or graphics to help enhance it along with video or other types of media.  Substantial pieces of content tend to rank better1 in search than topic areas that are just covered topically.  Content was also recently named on of Google’s top three ranking factors2.

Best Practices

Despite the benefits of having well-written and in-depth content, not all pages of an attorney website need to be formatted this way.  Virtually all websites have pages that just aren’t practical for full-blown research papers.  For example pages like contact, about us, terms of service and the home page of a site may not need in-depth content (although it should be substantial in most cases).  Here are some best practices for those pages that are meant to rank for keyword phrases.

  • A JD should write all content
  • Blog posts, articles or body copy should be greater than 500 words in length
  • There should be links to supporting external sources
  • The piece should be a leading source of information compared to competitor sources of information
  • There should be no spelling or grammatical errors
  • Pages that target a specific keyword phrase should only be about that phrase
  • There should be supporting imagery, graphs, video or other content that helps support the argument the piece is making


When it comes to producing good content, there is not a set template.  Like a work of art there could be many ways to craft a masterpiece.  That being said here are some good places to start placing good content.

  • Practice area pages
  • Service pages
  • Bio-pages
  • Blog pages

The idea is to produce content that is more than just topical in nature3.  For example 300 word on how personal injury lawyers can help car accident victims is obviously not that in-depth.  A piece like that cannot physically contain more than a handful of fluff sentences that talks about a practice area.

Conversely, a 900+ word piece of content on that subject that goes into detail about the process car accident victims can expect to go through when contacting a personal injury lawyer, the types of documentation they may have to provide, the other organizations they may have to contact and the journey they can be expected to prepare themselves for is a far more useful write up.

Here’s a good example of a practice-area specific page with comprehensive content about the topic:



Lawyers should approach their content marketing4 activities with the mind set of helping their audience.  A huge part of search engine optimization is about user experience.  Search engines that can deliver relevant and useful content to their customers are much more likely to do so when it’s available.