SEO for law firms must follow not only Google’s best practices, but also strict legal and ethical standards set by state bar associations. This document – drawn from The State Bar of California website and other sources — outlines key ethical guidelines specific to search engine optimization work for attorneys and legal practices.
Avoid False or Misleading Claims in Meta Tags
Do not use unsubstantiated claims like ‘#1 lawyer’ or ‘Best Attorney’ in title tags, meta descriptions, or schema markup. Use fact-based, verifiable language such as ‘Experienced DUI Lawyer in Chicago’.
Don’t Promise Outcomes in SEO Content
Avoid statements that guarantee specific case results, including in headings or CTAs. Use compliant phrases like ‘Fighting for fair compensation’ or ‘Past results do not guarantee future outcomes’.
Label Blog and FAQ Content Correctly
Add disclaimers such as ‘This article is for informational purposes only and does not constitute legal advice.’ to avoid implying attorney-client relationships.
Avoid Keyword Stuffing
Do not overload pages or footers with strings of keywords. Focus on clarity, user intent, and proper on-page formatting.
Use Testimonials and Reviews Responsibly
Only publish real, verifiable client reviews with proper consent. If results are mentioned, include disclaimers like ‘Results may vary depending on individual circumstances.’
Respect Confidentiality in Content
Do not publish client stories or case outcomes without explicit written approval. Consider anonymizing sensitive content.
Compliant Use of Schema Markup
Ensure LegalService, Review, and LocalBusiness schema is accurately used and reflects the visible content on the page.
Handle Local SEO Transparently
Use only real, staffed office addresses in Google Business Profile. Avoid fake listings, PO boxes, or virtual offices.
AI Content Requires Human Oversight
AI-generated content must be fact-checked and reviewed by legal professionals to ensure accuracy and compliance.
Avoid Paid Link Schemes
Do not buy backlinks or participate in PBNs. Focus instead on white-hat citations, media mentions, and legal directories.
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