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SEO for Bankruptcy Lawyers: A Comprehensive Guide to Search Engine Optimization

August 26, 2022
16 min

When potential clients search the world wide web for "bankruptcy attorneys," they usually do so in secret. This secrecy is understandable, as most prospective clients prefer to keep their financial struggles as private as possible.

As a result, they are not asking for referrals for bankruptcy lawyers but are instead conducting a general web search in hopes of finding a great attorney.

The question is, how can you ensure that your website is one of the results they stumble across? The answer is search engine optimization services. SEO for bankruptcy lawyers is the key to connecting with new clients, increasing your law firm's visibility on the internet, and fueling law firm business growth.

If the phrase "search engine optimization" sounds as foreign to you as terms like "adversary proceeding" and "dischargeable debt" did before you attended law school, then this guide is for you. Below, we take a deep dive into SEO for bankruptcy lawyers so that you can leverage these principles to grow your online presence.

What Does SEO for Lawyers Mean?

Search engine optimization for bankruptcy attorneys is the process of enhancing your website in accordance with the latest search engine ranking criteria. Top search engines like Bing and Google have advanced algorithms that rank your website based on a multitude of different factors.

If your website ranks highly, it will appear on page one of the search engine results pages (SERPs). This positioning is important because three out of four potential clients will never make it past page one of their SERPs.

Keywords are the cornerstone of any SEO strategy. Let's say that a potential client opens up their favorite search engine and queries the phrase "bankruptcy attorneys." If your website features this word, then you will appear somewhere in their SERPs, but not necessarily on page one.

If you want to rank for multiple keywords that bankruptcy clients are likely to use in their searches, you will need to include all of these phrases somewhere in your law firm's website content.

Naturally, the more relevant keywords you use and the higher you are ranked on search engines, the better your chances of connecting with potential clients. That is the basic premise of SEO for bankruptcy attorneys. You rework your website in order to climb the rankings and generate more organic traffic — traffic not derived from paid ads.

At face value, the entire premise of SEO seems pretty straightforward. However, things can get complicated rather quickly, especially when you consider that law firms across the nation are advertising bankruptcy services and competing for that page one status on Google and other search engines.

Fortunately, there is a way to reduce the number of law firms you are competing against and climb the rankings, which we will discuss in a bit.

How SEO for Bankruptcy Lawyers Can Benefit Your Law Firm

While paid marketing tactics can certainly help you generate qualified leads in short order, this approach cannot be your only method of attracting prospective clients. Instead, you should make SEO the foundation of your law firm marketing strategy. SEO-centric digital marketing offers countless benefits for your law firm.

First and foremost, a digital strategy that is centered around SEO and generating organic traffic will produce sustainable results. Once you have achieved a page one ranking on top search engines, your law firm will be one of the first options that potential clients see when searching for bankruptcy attorneys.

Over time, earning and maintaining a high ranking on search engines will help you accumulate a large volume of positive reviews. Since Google assesses the number and quality of your reviews when ranking your site, this will help you remain a top-ranked bankruptcy law firm.

Additionally, most prospective clients view organic listings as more trustworthy and reputable. While those in need of bankruptcy lawyer services are certainly willing to contact law firms in the paid ad section of SERPs, many would prefer to work with a firm listed below the pay-per-click (PPC) ads.

If you would like to learn more about how SEO marketing can benefit your law firm, you should connect with a professional digital marketing agency.

A digital marketing agency that specializes in SEO for bankruptcy attorneys will best be able to assist you. It can provide you with a custom SEO marketing strategy and help you climb the rankings on Google search engine results pages.

How Do People Look for Bankruptcy Lawyers?

Before optimizing your website for Google search, it is important to step into the minds of potential clients and consider how they search for bankruptcy attorneys. While there are exceptions to the rule, most bankruptcy clients will type in the service they need and the city or state in which they are located.

However, what is unusual is that many prospective clients will list out the service first and their location second. For instance, let's say someone is looking for a bankruptcy attorney in San Diego. Instead of typing "San Diego bankruptcy attorney," they are more likely to word their search as "bankruptcy attorney San Diego."

If you are trying to connect with new clients in San Diego, you must include the appropriate variants of the aforementioned key phrases in your website content. As you can imagine, doing so can sometimes be challenging, especially when your audience uses grammatically incorrect phrasing.

What Exactly Are People Looking for When Searching for a Bankruptcy Lawyer?

Knowing how users will search for bankruptcy lawyers is only part of the SEO equation. If you truly want to make your law firm more visible and attract more bankruptcy clients, you must also understand user intent. Determining intent is easier with some phrases than others.

For instance, when potential clients type in phrases like "bankruptcy law firms near me," they are probably looking for an attorney to help with bankruptcy proceedings. However, determining the intent of a user who queries phrases like "what to look for in a bankruptcy firm" or "what services do bankruptcy lawyers provide" can be a little trickier.

Determining the user intent that motivates each inquiry will help you create relevant content. Let's use the above queries as an example. A user simply searching for bankruptcy attorneys in their city would be perfectly satisfied with advertorial content highlighting your services.

But if you target the users looking for more generalized information with advertorial content, they will probably get a little frustrated. That is because they intend to locate educational or informative content, not necessarily hire a bankruptcy attorney.

Therefore, you should focus on creating informative legal blogs when attempting to rank for key phrases such as "what services do bankruptcy lawyers provide." On the other hand, you can use a combination of educational and advertorial attorney website content when targeting users who are conducting searches for bankruptcy attorney services in your city or state.

Once you have become an expert on gauging user intent, you will be well on your way to achieving page one status on SERPs. You will be able to craft quality content that resonates with your target audience and appeals to the specific challenges that they are facing.

How to Perform Keyword Research

There are several strategies that you can use to identify which keywords to target. An easy and effective approach is to determine which keywords your competitors are targeting. You can do this by querying a few relevant phrases and seeing which bankruptcy law firms appear in the search results.

Make a note of any competitors in your area and scope out their content. From there, start coming up with original content ideas that incorporate the same keywords. Craft some great content that uses those keywords, publish it on your site and watch your page climb the rankings.

Another approach involves localizing competitive keywords. As the name implies, localizing keywords is the process of modifying them by adding relevant location-based terms to either the front or back of the phrase. Instead of just using the keyword "bankruptcy attorneys," you could use the phrase "bankruptcy attorneys in San Diego."

Top Tips for SEO-Optimizing Your Bankruptcy Law Firm's Website

Now that we have covered the basics let's discuss some tips for optimizing your bankruptcy law firm's website. If you want to move closer to the top of search engine rankings, we recommend that you:

Leverage the Power of Local SEO for Bankruptcy Lawyers

When you attempt to rank for general keywords, you compete against thousands of other bankruptcy lawyers. Fighting against all of this competition is unnecessary, as you can only serve prospective clients in your immediate area. So why would you waste time attempting to garner the attention of bankruptcy clients in other geographic regions?

You can narrow the field of competitors by using local SEO for bankruptcy lawyers. Local SEO simply means adding localized terms to general keywords or phrases.

You can use specific local SEO terminology like the name of your city and state. Alternatively, you can engage in local SEO by using the phrase "near me," as this will make your content more visible to prospects conducting location-based searches. Legal directories for lawyers is also another option to consider when leveraging local SEO for your bankruptcy law firm.

Leave Information About Your Law Firm in Local Listings

Have you claimed your business on Google using the Google Business Profile feature? If not, then you are missing out on a great — and free — opportunity to increase your law firm's visibility among local clients.

Google Business Profile is a free resource available to a broad range of local businesses, including bankruptcy law firms. All you need to do is create an account, claim your business by following the on-screen prompts, and that's it.

When you create your lawyer Google My Business profile listing, you will have the opportunity to verify your address, business hours, phone number, and other information. The next time that users conduct a relevant local search in your area on Google or Google Maps, your law firm will appear among the listings.

If you want to enhance your visibility even further, you should list your law firm on various directories as well. A few examples include:

Taking the time to list your law firm on these platforms will increase your reach tremendously.

Create a Great Bankruptcy Law Firm Website

The end game of SEO for bankruptcy lawyers is to drive traffic to your website. But what good is it to generate organic traffic if you are sending prospective clients to a website that is underwhelming? If your leads are greeted by a website that does not look professional and authoritative, they will most likely bounce and select the next law firm listed on the SERP.

Therefore, you need to create a confidence-inspiring bankruptcy law firm website that is well-organized, easy to use, and packed with great content. However, there is more to a great website than just appearances. It also needs to load fast, have an intuitive menu, and function properly whether users are accessing it from a PC or mobile device.

Remember, your website will be the first time most potential clients interact with your brand. It is vital that you set an excellent impression right from the start. Otherwise, you may lose out on that opportunity indefinitely.

If you want to ensure that your website sends the right message, we suggest using professional web development services for bankruptcy attorneys. The right partner will provide you with a site that captivates, educates, and encourages clients to connect with your law firm.

Use Keywords When Writing Your Bankruptcy Law Firm Blogs

Did you know that more than one-third of legal consumers use attorney websites to educate themselves on legal topics and research law firms? This statistic is just one of many that demonstrate the importance of having an extensive blog section on your website.

By writing blogs, you are sharing your wealth of bankruptcy knowledge with your audience. You can answer common questions, shed some light on what your responsibilities are, and help potential clients find the right attorney to solve their legal issues. Blogs can also help you increase your search ranking and attract more clients.

When building out your blog library, it is critical that you target relevant industry keywords. There is no need to target dozens of keywords with each blog. Instead, create topical blogs that focus on targeting only a handful of interrelated keywords each.

As you grow your library, you will find opportunities to link to other content. You can link to past blogs, service pages, your contact form, or anywhere else. Be strategic with your linking and ensure that all links are relevant to the audience that you are targeting with that blog.

For example, if you are writing a blog on Chapter 7 bankruptcy, you could include a link to your Chapter 7 bankruptcy service page. You could also include a link to your Chapter 13 bankruptcy blog in case the reader wants information on both options.

Blogs are one of the most valuable SEO marketing tools at your disposal. Make sure to use them.

Build Backlinks to Look More Authoritative

When ranking your website, search engines will consider various factors, one of which is your "authoritativeness." In order to gauge your website's authoritativeness, the algorithm will analyze the number and quality of reviews you have accumulated. It will also assess your technical SEO and on-site SEO.

Of the various factors that search engines analyze to gauge authoritativeness, backlinks are among the most impactful. Backlinks fall under the category of on-page SEO. A backlink is a link located on another website that sends users to one of your pages.

Think of backlinks as references in a research paper. If another reputable website is referencing your content, then the algorithm believes it to be more authoritative.

There are numerous ways to build backlinks. One common approach is to write guest blogs for websites in your industry vertical. You could write blogs for legal associations, local colleges, or universities.

When guest blogging, make sure to find out the terms and conditions of the publisher. Most publishers require guest blogs to be educational, not advertorial. They also limit the number of backlinks that you can include. Ensure that you adhere to relevant publishing guidelines so that you can develop long-standing relationships with these publishers.

Pay Attention to Reviews

Review management is integral to the success of your digital marketing efforts. When searching for bankruptcy lawyers, many prospective clients will check out what other consumers are saying about your law firm.

If the majority of the feedback is positive, these prospects are much more likely to reach out to your law firm. However, a couple of bad reviews could discourage them from contacting you.

When you need to accumulate more reviews, reach out to existing and past clients. While you cannot incentivize someone to leave you a positive review, there is nothing wrong with simply asking them to leave feedback on Google, Yelp, Avvo, or another platform. However, we suggest gauging their overall satisfaction level before soliciting a review.

In addition to lobbying for reviews, you also need to proactively address negative feedback. You can accomplish this by responding to negative reviews directly on the public forum. This approach allows everyone to see that your law firm is addressing the complaint.

During your response, express empathy towards the commenter. Also, ask them to contact your law firm directly. This tactic allows you to take the conversation out of public view and address the individual's concerns more effectively.

Make Your Own FAQs Sections

Frequently, prospective clients may not be ready to hire your law firm just yet. Instead, they may need to gather some general information about your business or the process of filing for bankruptcy.

If you want to open the door for future business while also providing valuable information to your audience base, we suggest creating a comprehensive "frequently asked questions" (FAQs) section.

When creating a FAQs section, you can take one of two approaches. Option one involves creating a dedicated FAQs page that includes dozens of questions and answers. The alternative option is to include a smaller, more focused FAQ section at the bottom of each of your service pages.

Regardless of which route you choose, make sure that you keep your answers concise. Remember, the individuals reading FAQs sections are looking for fast answers and easily digestible information. If they want long-form explanations, they will search your blog library.

Speaking of blogs, you can include links to previous posts in your FAQ answers. Also, make sure to incorporate keywords into your questions and answers whenever practical.

Take Care of the Schema Markup on Your Law Firm Bankruptcy Website

Modern schema markup is a type of microdata that is present in the background of your website. When you add schema markup to your website, users can view a more in-depth description of the page on the search engine results page.

Schema not only provides better descriptions for users but for web crawlers as well. Web crawlers are a type of software used by search engine algorithms. These crawlers scour the web in order to find relevant search results for users. Crawlers also play a key role in ranking your page.

While schema markup is not considered an official ranking factor, it can impact your standing on Google searches. Crawler bots have to determine the context of your page in order to accurately rank your website. Without the rich text provided via schema markup, crawler bots might struggle to contextualize the complex content included on your legal websites.

SEO and PPC: Working Together for Your Bankruptcy Law Firm's Success

While SEO should be the cornerstone of your attorney digital marketing campaign, there is no need to choose between search engine optimization and PPC services for lawyers. In fact, the best digital marketing campaigns leverage a combination of both SEO and PPC for bankruptcy lawyers.

A PPC campaign can deliver prompt results and help you start generating traffic almost immediately. Conversely, an SEO strategy takes more time to generate results but will provide a steadier stream of traffic.

That is why many bankruptcy lawyers use PPC to supplement their SEO marketing efforts, especially in the early stages of their brand-building campaign.

Access Professional Bankruptcy Attorney Marketing

There is no question that a lot goes into SEO for bankruptcy law firms. If you want to master SEO for bankruptcy lawyers, you will need to conduct thorough keyword research, post quality blog content, acquire quality backlinks, monitor your online reputation, and much more. Oh, and you will need to use local SEO tactics as well.

Naturally, learning all of these skills while trying to manage the day-to-day operations of your bankruptcy law firm can seem like an impossible task. The good news is that you do not have to tackle this challenge alone. Instead, you can partner with a law firm marketing agency that provides local SEO services for law firms, like Grow Law Firm.


Grow Law Firm named top SEO Agency in Chicago by UpCity, a digital marketplace that assists businesses in finding trustworthy and reputable service providers.

As the premier digital marketing agency for law firms, Grow Law Firm provides a comprehensive suite of brand-building services. We can assist with everything from SEO to managing your PPC marketing campaign and building your website. To learn more, contact our team today.

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Top techniques for busy lawyers to bring in more clients in 2023
  • Easy steps you can take to bring in more clients and up this year’s revenue
  • The top website and marketing mistakes holding your law firm back
February, 2nd
1.30 pm CST60 minutes
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    Sasha serves as Managing Partner for Grow Law Firm, a Chicago-based digital marketing agency focused solely on specialized growth strategies for attorneys and their practices.

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