Attorney SEO thatbuilds your name.Not just your firm's.
For solo practitioners, named partners, and rainmakers, the bundle that ranks you personally for your practice area, your city, and your own name.
Talk to the owner directly
You are the brand. Search should reflect that.
Most legal SEO talks about ranking the firm. That works for institutional practices, Cravath doesn't need to rank for "Robert Smith lawyer New York" because nobody searches that. Boutique and solo work is the opposite. Your clients are searching for you: your name, your face, your specific kind of case.
Attorney SEO is the discipline of making sure that when someone searches your name plus your city, the first page is yours, your website, your LinkedIn, your bar profile, your published work, your news mentions. And when someone searches your practice area plus your city, you're competing not as a faceless firm but as a specific lawyer with credentials, results, and a voice.
Why this matters more every year
AI search assistants have changed the calculus. When a potential client asks ChatGPT "who is the best estate planning attorney in Boulder?", the assistant doesn't show a list of firms, it names specific attorneys based on signals across the open web. The attorneys with strong personal SEO get named. The ones who rely on a firm directory listing don't.
The lawyer's personal SEO stack
A handful of properties work together: a personal-brand-style attorney page on the firm site (with Person schema), supporting practice-area pages that name you as the lead attorney, FAQ and long-form content written in your voice, and the third-party properties you maintain yourself, LinkedIn, Avvo, your state bar profile. We build and optimize everything on your site, and we tell you exactly how to fill out the off-site properties so they reinforce your name search and practice-area rankings.
The full attorney SEO stack.
Attorney bio page rebuild
Person schema, full credentials, practice-area focus, representative results, professional photography brief, and conversion-tuned CTAs.
Practice-area pages that name you
Each practice area on the site written around you specifically, with internal links and schema that connect the firm, the attorney, and the service.
Technical + schema foundation
Person, Attorney, LegalService, and FAQ schema across the site, Core Web Vitals tuning, internal linking, and crawl health, the on-page signals AI engines and Google both read.
Thought-leadership content
Long-form articles and FAQs written in your voice on topics you actually litigate, structured to rank on Google and get cited by AI search.
AI search optimization
Structured bios, FAQ markup, and answer-shaped content so AI assistants name you when clients ask about your practice area.
Name-search dominance
Your owned web properties (site, attorney bio, practice-area pages) optimized so your name search returns results you control, with a guide for filling out LinkedIn, Avvo, and bar profiles to reinforce them.
Attorney SEO works best for these lawyers.
Solo practitioners
When you are the firm, ranking the firm and ranking you are the same project. Attorney SEO is the right frame from day one.
Named partners at boutique firms
If the firm name is your last name, every search for the firm is also a search for you. Personal SEO and firm SEO reinforce each other.
Rainmakers inside larger firms
When most of your book comes from your personal network, ranking your name strongly routes referrals directly to you instead of the firm's general line.
Lawyers building toward a transition
Going solo, joining a new firm, or building a book to negotiate from? A strong personal SEO footprint travels with you.
Attorneys with specialized practices
Niche practices (qui tam, complex appeals, specific industry regulatory work) win on attorney brand because referrals matter more than local intent.
What lawyers ask about personal SEO.
Yes. Law firm SEO ranks the firm as an entity; attorney SEO ranks an individual lawyer as a personal brand. For solo practices, named-partner firms, and rainmakers inside larger firms, the attorney IS the brand, clients search the lawyer's name, ask AI assistants for the lawyer specifically, and link out to news mentions and bar profiles. Attorney SEO treats those personal signals as the primary asset.
Because clients Google you before they call. Half of the people who land on your contact page got there by searching your name plus your city, referrals from existing clients, attorney referrals, jurors after a case, opposing counsel doing diligence. If page one of your name search isn't dominated by your own properties (website, LinkedIn, Avvo, bar profile, news), you're losing those people to whatever happens to rank instead.
It's the bundle of work that makes a single attorney appear at the top of search for their practice area + city, their own name, and the questions clients ask. That means a strong personal bio page, schema markup identifying you as the Person attorney, optimized Avvo/Justia/Martindale profiles, speaking engagements and bar-publication mentions, and content written in your voice on topics you actually litigate.
ChatGPT, Claude, Perplexity, and Google AI Overviews increasingly answer 'who is the best [practice area] lawyer in [city]?' with named attorneys. The signals they use, schema, citations, third-party mentions, structured bios, are exactly what attorney SEO builds. We optimize for both Google and AI engines in one pass.
Yes, and it's often the highest-leverage marketing a partner can do. Most BigLaw and mid-size firm websites bury their attorneys behind a directory. A dedicated, well-ranked attorney microsite (or even a strong LinkedIn + bar-profile strategy) routes the right inbound directly to you instead of the firm's general intake.
Your full name in the H1, jurisdictions and bar admissions (with year), law school and graduation year, practice area focus with specific case types, notable matters or representative results (within bar ad rules), published articles or speaking engagements, professional photo, contact info, and Person schema. This combination is what Google's E-E-A-T model rewards for legal queries.
More for law firms.
Law Firm SEO
Firm-wide SEO for multi-attorney practices. Works alongside attorney SEO for named-partner firms.
Read moreLaw Firm Web Design
Sites built around the people who run the practice, attorney bios as primary conversion surfaces.
Read moreHiring SEO (Buyer's Guide)
The questions to ask every SEO proposal before you sign.
Read moreOwn your name search. Own the cases that follow.
Request a free attorney bio + landing page mockup. We'll show you what a personal-brand-led site looks like.