Personal Injury Law SEO

Personal injury law SEO is competitive for a reason. The winners are rewarded beyond belief.

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Last updated on December 21, 2023

SEO is hard. Personal injury law is damn near impossible.

Unless you know what you’re doing. Unless you’re one of the few people in this industry who have actually ranked a personal injury firm in a competitive area.

Someone who can get a personal injury law firm from Point A to Point B.

Like this:
Personal Injury Law SEO-GSC

That’s a real client. And they’re enjoying a real increase in their revenue. Right now.

That’s the power of personal injury law SEO.

And yes, I’m telling you my team can do this for your firm. And yes, I’m selling you something — something of great value.

But no, this isn’t just a sales pitch.

I’m going to give you a primer on SEO in the personal injury space so you can make an informed decision before you make your next move.

Ready? Let’s do it.

Why Personal Injury Attorneys Should Care About SEO

Everyone’s knocking down your door trying to tell you that THEIR thing is the most important thing for your firm.

Maybe it’s a new VOIP service. Maybe it’s a call management app. Maybe it’s something else.

You’ve probably even heard from a couple of SEO “gurus” this week.

Who are you supposed to trust? How the hell are you supposed to know?

I’m going to be real with you because that’s the only way I know how to be. I just don’t believe in being dishonest.

So here it is:

Those SEO bros choking your email inbox are lying to you.

But they’re not lying about the fact that SEO matters. They’re lying to you about what THEY can do.

It’s an epidemic in this industry. And I feel this strange need to apologize to you for their actions.

I think it’s because I don’t want personal injury attorneys to completely lose faith in SEO as a service. Or as an industry.

I’m here to tell you that personal injury SEO DOES matter. It DOES work — when it’s done right.

If you partner with a team that actually delivers on their SEO promises and has the experience to do it right, you can expect the following benefits for your law firm:

Greater Visibility

Google is an amazing thing. It has completely changed the world.

Now, if you want to be seen, you can’t sleep on Google. It’s where people go to answer their questions, find legal help, and generally make decisions.

And SEO is how you get seen on Google. Good SEO gets you not just seen, but seen MUCH more.

The more often you pop up in search results for a user’s search query, the more likely they are to remember you when they need legal services.

So, when that car accident happens or that dog bites, they think of YOU when they wonder who can help them.

It’s about messaging. It’s about spreading the word, digitally.

More Website Traffic

When I talk about visibility, I’m talking about impressions. That’s just when someone’s eyeballs fall on your listing in Google’s results.

But you want them to CLICK that listing, too.

That’s another huge benefit of SEO. The higher you rank for relevant search queries, the more likely you are to get a click.

And the more clicks you get, the more clients you get. I’ve seen it happen for HUNDREDS of personal injury law firms.

Here’s how it goes:

I get them ranking for keywords related to their location, services, and firm. They start to see “impressions” in their SEO tools.

Then, those impressions are followed by more organic clicks.

Then, it happens.

The phone starts ringing. The emails start landing. The graphs turn from red to black.

A Steady Flow of Leads

That steady flow of leads is the ultimate goal of personal injury law SEO.

At the end of the day, you don’t really care about rankings in Google if they don’t translate to more clients.

I get that, and trust me when I tell you that the vast majority of SEO providers DON’T get that.

You need that lead flow to keep the lights on. To keep the revenue growing. To hire more attorneys and support staff. To renovate the office. To support your family.

This is a BUSINESS. It’s your livelihood — not some side project or an experiment.

That means you have to have the phones ring. And SEO (done right) gives you that.

Doesn’t Break the Bank

You can (and probably should) buy ads. Maybe put your face on a billboard or two. But remember this:

Every time you get a call because of a paid ad of any kind, you paid for that lead.

There’s nothing inherently wrong with that. But when that ad goes away, when that billboard comes down — the phone stops ringing.

It’s pay to play.

Let me contrast that with SEO:

Yes, you WILL have to pay for SEO (unless you try to DIY it). And it’s an ongoing expense in a lot of ways.

But that blog post your SEO provider publishes for you, or that backlink they build — that can yield ROI for YEARS.

For example:

A prominent injury law firm in Minnesota published a blog post titled “10 Common Rear-End Collision Injuries” in December of 2021.

They probably paid their SEO provider to create it — a one-off fee or as part of an ongoing SEO retainer.

And today, that single blog post ranks for at least 633 keywords and attracts at least 313 visitors per month from Google.

Here’s the proof (data from SEO tool Semrush):

Did you notice that third number — traffic cost? Here’s what that means:

If this law firm wanted to attract that amount of traffic with paid ads in Google, they would have to pay $3,900 PER MONTH.

Instead, they pay nothing. Thanks to SEO, the article sits on their site and attracts potential clients from Google.

Fully Managed, On-Demand SEO for Personal Injury Law Firms

I’m trying to convince you that SEO is a worthwhile endeavor for your personal injury law firm. But I know the wall I’m running into:

You’re thinking: Who has time for this?

I get that. And it’s why UppercutSEO exists. We provide fully managed, on-demand SEO for personal injury law firms just like yours.

We’ve ranked law firms for competitive personal injury keywords in the most competitive legal markets in the world:

  • New York City
  • Los Angeles
  • Houston
  • Chicago
  • Seattle
  • Miami
  • Toronto
  • And many more

I’ve been doing this for more than a decade. My team has been at it for years, too. In fact, I’m in regular contact with a list of law firms that credit me and my team with their growth.

I want to add your firm to that list. Now, let me clear something up:

I built UppercutSEO to be DIFFERENT from other SEO agencies — even the one I built with a business partner at the start of my SEO career.

I built UppercutSEO to provide transparent, on-demand, no-BS, fully managed SEO services, with a focus on backlinks (the most important ranking factor for Google).

I made a dashboard where our clients can see everything that has been done and will be done for them. I cut out all the stuff that doesn’t actually make a difference (there’s a lot of that in traditional SEO).

UppercutSEO is for YOU. It’s meant to serve you, not mislead you.

I’ll get more into the details later on, but for now, know that UppercutSEO is forging a new path in personal injury law SEO.

And we want you to come with us.

What Is SEO for Injury Law Firms?

Let’s get down to business. What is SEO, really?

It’s a broad list of tasks and efforts that take place both on and off your website — all meant to increase your visibility in search engines.

That includes the following:

  • Keyword research
  • Content creation
  • On-page SEO
  • Off-page SEO
  • Technical SEO
  • Local SEO

Let’s get into the details for each of those:

Keyword Research

Keyword research is where SEO begins. This is the process of figuring out what kinds of things people are searching for in Google — and which ones are relevant to your personal injury firm.

The idea is to identify keywords you want your website to rank for. And we’ll get into how to make the content rank for the keywords later.

For now, let’s stick to the actual process of finding keywords to target.

Honestly, if you’re doing it yourself, you’ll need an SEO tool. But I’ll give you a freebie:

Personal injury keywords can basically break down into two main categories:

  1. Location + practice area + lawyer keywords (“NYC personal injury lawyer,” “Chicago car accident lawyer,” etc.)
  2. Long-tail “question” style keywords about personal injury law (“who do I sue for a car accident,” “can I sue my neighbor for a slip-and-fall accident,” etc.)

There are exceptions, but the VAST majority of keywords you’ll find will fall into one of those two categories.

But you still need to do the research to make sure the keywords you’re targeting actually have search volume. That’s a fancy way of saying that they actually get searched on a regular basis.

You can use any of the tools to start: Ahrefs, Semrush, Moz, and so on. If you’re using Semrush, here’s where you’ll see search volume:

Most SEO tools provide a couple of keyword research tools.

They’ll have one that lets you search broad topics and suggests keywords related to them. They’ll have another that lets you plug a competitor’s website in to see the keywords they’re currently ranking for.

I could talk about keyword research all day. But those are the two most basic methods.

Further reading: Keyword research mistakes to avoid.

Content Creation

Once you’ve identified keywords you’d like your personal injury website to rank for, you have to actually create content that focuses on those keywords.

If your keyword is “Miami Truck Accident Lawyer,” you’ll need a page on your site dedicated to the topic of “Miami truck accident lawyer.”

If your keyword is “Do I Have to Go to Court for a Car Accident?”, you’ll need a blog post with pretty much that exact title.
Getting the idea?

Keywords are the start; content is how you target them (basically).

To rank for a ton of keywords, you’ll need a ton of content.

Oh, and Google REALLY cares about content. It’s what they serve to searchers to help them resolve their search queries.

And they want to serve the best content. So yours has to be the best.

That’s a tall order. Remember — the content you create is for your future clients, not other attorneys.

Are you comfortable writing that? Most personal injury lawyers aren’t. Not trying to offend — I’m just telling you what I’ve seen after more than a decade in this exact industry.

That’s why so many personal injury attorneys contract out their content creation. Often, an SEO provider like Uppercut will create content for you.

On-Page SEO

On-page SEO is a critical factor in your ability to rank for competitive personal injury keywords. It entails a TON of tasks you do on your website (as opposed to “off” your website, which is covered in the next section).

I won’t cover every aspect of on-page SEO for personal injury lawyers, but I’ll give you the basics below:

  • Keyword optimization. This is the act of placing the keywords you’d like your website to rank for in the various important places on your website: title tags, meta descriptions, internal link anchors, header tags, and so on.
  • Title tags. The title tag is an HTML element that often informs what Google shows as the “title” of your listing in its results. It’s a ranking factor, so your keyword needs to appear in your title tag.
  • Meta descriptions. Similar to title tags, meta descriptions are HTML elements and often appear in search results on Google. They appear immediately below the title tag and should describe the page, compelling Google users to click through to your site.
  • Schema markup. Schema is a type of code that tells search engines more about your website and its contents. Done right, schema can help personal injury attorneys occupy more space in the search results with reviews stars, sitelinks, and more.
  • Internal linking. Internal links are links from one page on your website to another page on your website. They’re a BIG deal for SEO and website users. Google uses internal links and the text that accompanies them (called anchor text) to understand the relationships between pages on your firm’s website.
  • External linking. These are links on your site to other websites. Usually, you want your external links to be to sources, such as state statutes describing various personal injury laws. Google uses these links to understand the relationship between your website and the sites you’ve linked to, so linking to high-quality, relevant sites (.gov, .edu, etc.) can only help your SEO.
  • Navigational menus. Google won’t admit it, but I know from experience that the pages you include in your website’s navigational menu get extra ranking power. That makes your menus a key on-page SEO consideration.

Off-Page SEO

On-page SEO is what you do ON your website. Off-page SEO is what you do OFF your website.

Theoretically, that can mean a bunch of things. But functionally, it mostly means backlinks.

In other words:

Off-page SEO is pretty much all about building backlinks. And attempting to control the anchor text included with those links.

This is one of Uppercut’s specialties. Personally, I LOVE building backlinks.

Why? Because it’s the hardest part of SEO for personal injury lawyers. It’s a challenge.

Because getting another website to link to yours is hard enough. But getting a high-quality, law-related website to link to you, using keyword-rich anchor text is a challenge only the best can overcome.

That’s why I like it — it sets us apart. Because we build backlinks AT SCALE for personal injury law firms.

How? I won’t reveal all of our methods here, but I will cover some of the most common link building methods below:

  • Guest posts. This is the act of writing an article for another site. That site publishes your “guest” article, which contains a link pointing back to your website.
  • Link insertions. When another site inserts a link to your website into a piece of content they already have published, that’s a link insertion. You make this happen through email outreach (a LOT of email outreach).
  • Media monitoring. Services like Help a Reporter Out (HARO) connect journalists and bloggers with expert sources. As a personal injury attorney, you’re an expert source for many legal articles. When you contribute a quote to one of those articles, the journalist is likely to link to your firm’s website. That’s a (powerful) backlink.
  • Linkable asset creation. This involves creating “link-worthy” content to publish on your website. A common example for personal injury firms is a comprehensive article on car accident statistics in your city or state. The idea is that, when a journalist or blogger wants to cite local accident statistics, they may find your article and link to it in theirs. Each time that happens, that’s a backlink.
  • Broken link building. This one pretty much requires a paid SEO tool. You use the tool to find websites you’d want a backlink from that have broken links on them. These are links to sites that once worked but no longer do. You email the site and tell them they have a broken link. Then, you offer an article on your site as a replacement for the broken link.
  • Unlinked mentions. This link building method only works for higher-profile personal injury firms. You scour Google for mentions of your law firm’s name that are NOT linked to your website. You contact the sites mentioning you and politely ask them to include the link to your website since they’re mentioning your firm so their readers can find you.

And when we use any of those methods (or others) to build backlinks, we want to ensure those links are coming from websites that are:

  • Relevant to personal injury law
  • Getting actual traffic from Google
  • High-quality

That means you really have to dig in when building backlinks. Take your time, do your research, and brace yourself for a ton of frustrating rejection before the links start showing up in your backlink profile report.

Technical SEO

Some of technical SEO is fairly approachable if you’re a moderately tech-savvy attorney. But most of it is going to require a technical SEO professional’s help.

It’s all about making sure your site is friendly to Google’s crawlers. And indexable, meaning Google can add your content to its index to serve to Google users.

That means paying attention to highly technical elements of your website like:

  • XML sitemaps
  • Robots.txt files
  • Canonical tags
  • Google Search Console
  • Log files

There’s also a user experience component. Because Google wants to promote sites that provide a good experience for visitors, part of technical SEO must focus on making sure your website loads fast and works well across devices.

Local SEO

Local SEO is HUGE for personal injury attorneys.

There are a lot of moving parts here, but the main idea is that you want to show up in Google Maps and the “Map Pack” (shown below) when someone searches for a personal injury lawyer in your area.

How do you do that? A few key ways:

  • Optimizing your Google Business Profile
  • Building local backlinks
  • Creating local content
  • Targeting local keywords
  • Getting lots of reviews on your Google Business Profile
  • Posting regularly on your Google Business Profile

Can Personal Injury Attorneys Do Their Own SEO?

Personal injury attorneys can do their own SEO in the same way I can redo the plumbing system in my house.

Sure, I could probably figure it out. But it would take me forever. And I would probably make some pretty serious mistakes along the way.

Better to just call a plumber.

Same deal for personal injury law SEO. You CAN do it — it’s hard but not rocket science — but should you do it when you should be focused on running your business and serving your clients?

I think not. And pretty much all of the most successful personal injury lawyers in the country agree with me.

Our Purpose-Driven Approach to Personal Injury SEO

Of course, when you decide to invest in SEO, you have to pick someone to actually do it for you.

And it won’t take you long to see that there are LOTS of scammers in this field. And even more people who simply can’t do the work.

You’re in luck, though — you’re already here. And UppercutSEO delivers exactly what personal injury firms need:

Unbeatable SEO work tailored to their niche and their needs. With total transparency and accountability.

Here’s more about Uppercut’s approach to personal injury SEO:

Unified Dashboard

We’ve built a customized SEO dashboard by hand, and it’s perfectly tailored to personal injury law firms.

You can order content, on-page SEO, backlinks, and more through the dashboard. And you can see when those items are delivered.

You can track the results, in other words. And that’s sorely lacking in the SEO industry.

Total Transparency

That dashboard is part of our radical commitment to total transparency.

You won’t get any smoke and mirrors with my team. You’ll get a microscope to see everything we’ve done. And a telescope to see where your website is going.

And you’ll get me. If you have questions, you can reach me directly.

Real Results

Nothing I’m telling you is theoretical. We have ACTUALLY done all of this stuff for personal injury law firms in the most competitive legal markets in the United States.

We’ve gotten real, measurable results that have grown personal injury law firms. We have a proven playbook ready to apply to YOUR firm.

It’s not a question — can we do it? — it’s an answer. We CAN do it, and we will.

The Best Backlinks in the Business

We specialize in backlinks for personal injury law firms. Link building is our favorite thing to do.

Not only does Uppercut have cutting-edge strategies for getting incredibly powerful backlinks — we also have real, meaningful relationships with EXACTLY the kinds of websites you want backlinks from.

That means we’re as close to “on-demand” as you can get in personal injury link building. And that’s exactly what you need if you want your rankings and traffic to soar.

Content from World-Class Legal Writers

Our team of writers focuses exclusively on legal content. And they’ve been doing that for more than five years.

They’re trained writers and editors who care about details and accuracy. They know and apply SEO best practices.

They write from scratch and based on research. They adopt YOUR voice and tone.

And, most importantly, they create content that ranks.

Unreal On-Page Optimization

The Uppercut team could go toe to toe with any on-page SEO professional in the world.

In fact, we have done exactly that many times — and we’ve won No. 1 rankings for unbelievably competitive personal injury keywords.

We’re not just applying what worked yesterday. We’re studying Google’s algorithm to apply what will keep on working tomorrow.

We keep your on-page perfect and our skills sharp so you get results as quickly as possible.

Uppercut the Competition with Personal Injury Law SEO

Personal injury law SEO is competitive for a reason. The winners are rewarded beyond belief.

With search traffic. With new clients. With a booming business.

That’s why it’s worth investing in. But like any investment, you have to make sure you’re investing in a vehicle that will give you real ROI.

I started Uppercut SEO to be an ROI machine for personal injury firms. We’re purpose-built to deliver the results you need EXACTLY when you need them.

You won’t get results like this anywhere else. And you don’t even have to pay a cent to get started. Just sign up and claim your personal injury SEO dashboard right now.

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