Why Your Attorney Website Isn’t Ranking on Google

Search engine optimization (SEO) is a complex procedure. Even when you follow all of the best practices and have worked extensively with an external partner, your website may still fail to rank.

With significant effort and resources spent on optimization, the ultimate result is often frustrating at best and discouraging at worst.

This issue is all too typical among attorneys. Depending on your region, a seemingly basic search like “lawyer near me” can yield over 700 million results.

As legal SEO grows more common, achieving a top result will become increasingly difficult.

Fortunately, having your legal firm’s website placed where it can generate traffic and money is rather simple, especially if some basic optimization is already in place. You just need to know which measures to take.

So, let’s look into that. In this post, we’ll look at ten typical reasons why your legal website isn’t ranking as high as it could in search results, as well as what you can do to solve the problem.

Also read: How to Rank #1 on Google for ‘Lawyer Near Me’ in Your City

1. Your Website Isn’t Indexed

Google can’t rank what it doesn’t know exists. Indexing is the first step to appear in search results. If your website isn’t indexed, it won’t show up on Google. Several issues could prevent indexing. Let’s break them down and fix them to boost your law firm rankings.

• New websites: Google needs time to discover and index fresh sites. Patience is key.
• Indexing blocks: A “noindex” tag tells Google to ignore specific pages or the entire site.
• Crawl issues: Misconfigured robots.txt or server errors stop Google from scanning your content.

Fix these to ensure your attorney website optimization succeeds. Follow the steps below to get indexed and rank higher.

Also read: Fix Slow Website Speed for Lawyers in 2025

How to Fix Google Indexing Issues

Take these steps to ensure Google indexes your website. Act fast to improve your Google ranking for attorneys.

• Step 1: Check indexing status
  Type site:yourwebsite.com in Google. No results? If your site is new, wait a week and recheck. If it’s older, proceed to the next steps.
• Step 2: Inspect robots.txt
  Enter yourwebsite.com/robots.txt in your browser. A 404 error means no robots.txt file exists—create one. Ensure no “Disallow: /” appears under User-agent: * or User-agent: Googlebot. This command blocks crawling, hurting local SEO for law firms. Edit the file to allow crawling of key pages.
• Step 3: Remove noindex tags
  Search your site’s source code for <meta name=”robots” content=”noindex”>. This tag stops indexing. Remove it from pages you want ranked. Use it only for non-essential pages like login or thank-you pages.
• Step 4: Submit a sitemap
  Create an XML sitemap listing all important pages. Submit it via Google Search Console. This helps Google find and index your content faster.
• Step 5: Request indexing
  Use Google Search Console’s URL Inspection tool. Submit individual pages or your entire site for indexing. Monitor progress in the “Coverage” report.

Fix indexing issues to boost your law firm rankings. Need help? Contact an SEO expert.

2. Site Speed Hurts Your Website Ranking

Slow websites frustrate users. They also hurt your law firm rankings. Google prioritizes fast-loading sites. A 2018 update made page speed a key ranking factor.

If your attorney website takes too long to load, it won’t rank well. Even great content can’t save a slow site. Here’s why site speed matters and how to fix it.

How to Fix Site Speed Problems

Fixing site speed boosts attorney website optimization. Follow these steps to improve load times and climb Google rankings.

• Run a Speed Test
  Use tools like Google PageSpeed Insights, Lighthouse, or Pingdom. Compare your site’s speed to top-ranking legal websites. Aim for a load time under 2 seconds.
  Example: Test competitors’ sites for keywords like “personal injury lawyer [City].” Note their load times as a benchmark.
• Optimize Images
  Large images slow down your site. Compress them without losing quality. Use WebP format for smaller file sizes.
  Tool Tip: Try TinyPNG or Squoosh for easy compression.
• Minify Code
  Remove unused CSS, JavaScript, and HTML. This reduces file sizes and speeds up rendering.
  Tool Tip: Use tools like UglifyJS or CSSNano for minification.
• Improve Server Response Time
  Slow servers delay content delivery. Upgrade your hosting plan or use a Content Delivery Network (CDN) like Cloudflare.
  Pro Tip: Choose a host with servers near your target audience for faster response.
• Enable Browser Caching
  Store static files like images and scripts on users’ browsers. This reduces load times for returning visitors.
  How-To: Add cache-control headers via your hosting provider or .htaccess file.
• Follow Google’s Recommendations
  Google PageSpeed Insights provides specific fixes. These may include deferring non-critical JavaScript or eliminating render-blocking resources.
  Example: If Google flags large images, resize them to fit your site’s layout.

3. Your Mobile Optimization is Lacking

Mobile users drive traffic. Over 75% of clients use phones to find attorneys. Yet, only 38% of legal sites work well on mobile. Poor mobile experience increases bounce rates.

This tanks your lawyer website not ranking. Google’s Mobile-First Indexing ranks sites based on mobile performance. Slow or unresponsive sites drop in law firm rankings.

• Test your site with Google’s Mobile-Friendly Test.
• Fix issues like small text or non-scaling images.
• Update to responsive design if needed.
• Use tools like RankWatch for benchmarks.

How to Check and Fix Mobile Optimization Issues

• Run Google’s Mobile-Friendly Test to spot errors.
• Watch for robots.txt issues blocking page scans.
• Follow test recommendations for quick fixes.
• Consider a full site redesign for major issues.

Improve your attorney website SEO now. Know more.

4. Your Internal Linking Structure is Off

Internal links guide users and Google. They show page importance. Weak links hurt your attorney website not ranking. Google uses links to understand site structure.

Strategic links boost SEO for legal websites. Linking new content to high-performing pages helps discovery.

• Fix broken links with tools like Screaming Frog.
• Link new pages to relevant, high-traffic pages.
• Create hub pages like “About” or case studies.
• Overhaul site structure if links remain ineffective.

How to Optimize Your Internal Links

• Check for broken links regularly.
• Plan links for every new page or post.
• Use hub pages to centralize important content.
• Restructure your site if needed for better flow.

Also read: Why Local Citations Are Critical for Law Firm SEO

5. Users Are Turned Off By a Lack of Security

Security builds trust. 82% of users leave unsecured sites. For law firms, this number may be higher. Unsecure sites hurt lawyer website not ranking. Google prioritizes safe sites to protect users. A missing SSL certificate drops your law firm rankings.

• Install an SSL certificate for HTTPS.
• Check for mixed content issues.
• Update security with expert help if needed.

How to Fix Website Security Issues

• Choose the right SSL certificate type.
• Use tools like SSL Labs to verify setup.
• Hire a professional for complex fixes.

Also read: Why Lawyers Without a Website Are Losing Clients in 2025

6. Your Keyword Strategy is Too Competitive

Legal SEO is tough. Keywords like “personal injury attorney” are crowded. Targeting overused terms hurts attorney website not ranking. Google rewards specific, intent-driven keywords. A smart strategy improves SEO for legal websites.

• Focus on long-tail keywords like “family lawyer in [City].”
• Research keywords with SEMrush or Ahrefs.
• Align keywords with client search intent.

Why Keywords Matter

• Drive traffic with terms like “personal injury attorney.”
• Boost relevance by matching user searches.
• Outrank competitors with strategic Google ranking tips for attorneys.

How to Optimize Keywords

• Research Tools: Use Ahrefs or SEMrush. Identify low-competition keywords.
• Competitor Analysis: Study top-ranking attorney sites. Find gaps in their strategy.
• Strategic Placement: Add keywords to:
  • Page titles (e.g., “Top Divorce Lawyer in Chicago”)
  • H1 and H2 headers
  • First 100 words of content
  • Image alt text
• Natural Integration: Write for humans. Avoid forced keyword use.
• Monitor Performance: Track rankings with Google Search Console. Adjust as needed.

Tip: Focus on long-tail keywords. They’re less competitive. For example, “affordable family lawyer in Atlanta” converts better than “lawyer.”

Also read: 5 Reasons Your Law Firm Website Isn’t Generating Leads

7. Your Content Doesn’t Measure Up

Quality content ranks higher. Thin or outdated content hurts lawyer website not ranking. Google favors in-depth, valuable content. Static sites or short posts lower law firm rankings. Strong content marketing boosts SEO for legal websites.

• Set a content schedule for regular posts.
• Aim for 1,500-2,000-word in-depth articles.
• Review content for quality before publishing.
• Update old content to maintain relevance.

How to Fix Content Problems

• Plan content around focus keywords.
• Invest time in creating high-value posts.
• Use peer reviews for quality control.
• Analyze competitors’ top-ranking content.
• Refresh old posts every 2-3 years.

Build better content for Google ranking tips for attorneys. Know more.

8. You’re Violating Basic SEO Rules

Black hat tactics tank rankings. Duplicate content, keyword stuffing, or hidden text hurt attorney website not ranking. Google’s algorithms, like Panda and Penguin, detect these issues. Penalties lower your law firm rankings.

• Audit your site for black hat tactics.
• Remove or rewrite duplicate content.
• Avoid overusing keywords like “attorney.”
• Disavow paid or spammy links.

How to Fix SEO Errors and Oversights

• Use tools like Copyscape to find duplicate content.
• Rewrite stuffed keywords naturally.
• Submit a disavow file for bad links.
• Follow Google’s quality guidelines.

Also read: Top 5 Law Firm SEO Strategies That Drive Leads in 2025

9. Your Website is Lacking Backlink Authority

Backlinks signal credibility. Weak or spammy backlinks hurt lawyer website not ranking. Google values quality over quantity. A single high-value link beats multiple low-quality ones. Strong backlinks boost attorney website SEO.

• Disavow low-quality backlinks via Google Search Console.
• Create shareable, high-value content.
• Pitch guest posts to credible sites.
• Use law firm directories for authority.

How to Fix Backlink Issues

• Identify bad links with Ahrefs or SEMrush.
• Redirect broken links to maintain equity.
• Write content others want to link to.
• Partner with universities or blogs for links.

10. Your Google My Business is Nonexistent or Not Optimized

Local SEO drives clients. An unclaimed or weak Google My Business (GMB) profile hurts local SEO for law firms. Optimized profiles rank higher in local searches. They appear above organic results for “attorneys near me.”

• Claim your GMB profile on Google.
• Add keywords, photos, and accurate info.
• Update regularly with news or offers.
• Respond to reviews to build trust.

How to Optimize Your GMB

• Verify your profile with accurate details.
• Use keywords in your business description.
• Post updates to show activity.
• Encourage and reply to client reviews.

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