SEO for lawyers: be found for the matters you want

When someone needs a lawyer, most start with Google. SEO for lawyers is how your firm shows up in those searches without paying for every click: in the Google Maps results for your area, and in the organic results for the matters you want more of.

Black Shark Digital does SEO for Australian law firms. Your SEO is run by Andrej Mchantaf, a lawyer turned marketer with 20 years’ experience, from our base in Manly NSW. We keep our client list small on purpose, with a maximum of five law firms at any one time, and right now we have 4 client spots left.

Book a free SEO review or call 0421 192 045

Legal searches are specific. People don’t search for “a lawyer”. They search for the matter they are facing, often with their suburb, and often on their phone. A firm that ranks for its name but not for those searches is invisible at the moment that counts.

Google also holds legal content to a higher standard. Pages about the law affect people’s money, families and freedom, so Google looks hard for signs of real expertise and trust. And everything you publish is advertising under the conduct rules. Good law firm SEO handles all three: the right searches, content that earns trust, and copy that stays within the rules.

Keyword research by practice area and location

We start with the matters you want more of and the places your clients come from, then map the searches people make at each stage: from early questions to “ready to call a lawyer”. Each practice area gets its own plan, because a family law search and a criminal law search are different problems.

Practice-area and location pages

Each practice area you want to grow gets a page that answers the real question: what the matter involves, how the process works, what it may cost and how to take the first step. Where it makes sense, we add pages for the locations you serve, each with genuinely useful local content, not copies of the same page with the suburb swapped.

Technical SEO on the site you already have

We fix what stops your site from being found: crawling and indexing problems, slow pages on mobile, broken links, duplicate pages, missing structured data and messy internal links. We work on your existing site, and you approve changes before they go live.

Google Business Profile and local search

Your Google Business Profile decides whether you appear in the map results for your area. We set up categories, services and service areas properly, keep your firm’s details consistent across directories, and help you build a steady flow of genuine client reviews.

Content that gets the law right

We write content around the questions your clients actually ask, with clear author and reviewer details so readers and Google can see who stands behind it. A lawyer at your firm checks anything that explains the law before it is published.

Links and mentions, earned honestly

We build your firm’s authority through relevant legal directories, local organisations and genuine mentions, never paid link schemes that put your site and reputation at risk.

Tracking enquiries, not just rankings

We set up Google Analytics 4 and Google Search Console, and track the calls and forms your pages produce. Reporting is in plain English: which searches bring people in, which pages produce enquiries, and what we are doing next.

Under the Australian Solicitors’ Conduct Rules, a law practice’s advertising must not be false, misleading, deceptive or offensive, and that includes your website. Solicitors must not imply specialist expertise or use “accredited specialist” unless they hold that accreditation. We write every page with those rules in mind: no promised outcomes, no “specialist” wording without accreditation, and nothing your firm can’t stand behind.

The same goes for us. We don’t promise rankings, because no one can.

We’re based in Manly and work with law firms across Sydney, where the results are crowded with large firms and legal directories. Sydney firms usually win by being specific: a page for each matter type, strong local signals for the suburbs they serve, and a Google Business Profile that is properly looked after. See how we help Sydney firms with law firm marketing in Sydney.

SEO builds visibility that grows over time. Google Ads can bring enquiries soon after launch, and we are certified experts for Google Search Ads. Running both means the search terms from your ads show which matters convert, and your SEO targets those first. Read more about Google Ads for lawyers, or see how we bring both together in lead generation for lawyers.

We don’t publish a fixed price or sell SEO packages, because no two law firms need the same work. Your fee is quoted for your firm, based on:

• Scope: how many practice areas and locations we work on.
• Your starting point: the technical state of your site and the content you already have.
• Competition: how hard your practice areas and locations are to rank in.

After your free review you get a clear written quote, so you know exactly what you are paying for before you decide.

Carl Mickels, Partner at Firths, on working with Black Shark Digital

“He’s been quite the success for us”

“I have no hesitation of recommending him”

— Carl Mickels, Partner, Firths

Results depend on your practice area, location, competition and starting point. We will tell you what is realistic for your firm before you commit.

1. Getting to know you. The matters you want more of, where your clients come from and what a good matter is worth.
2. Finding the opportunities. We review your site, your Google Business Profile, your current rankings and the firms you compete with.
3. Setting the course. You get a written plan: priority pages, technical fixes, local search work and what to expect.
4. Doing the work. We fix, write and build authority on an ongoing basis, with plain-English reporting.

• A lawyer turned marketer runs your SEO. Andrej understands how firms work, what clients need before they call and where the professional rules sit.
• 20 years in digital advertising, mostly for big-name law firms. He founded Black Shark Digital in 2020.
• Thousands of new clients acquired across the campaigns we’ve run.
• A deliberately small client list. No more than five law firms at a time, so you are never one account among hundreds.
• Direct access. You deal with Andrej, not an account manager who passes messages on.
• No ranking guarantees, no jargon. Honest reporting on enquiries and what we are doing next.

Read more about Andrej

Tell us about your firm and the matters you want more of. Andrej will look at your site, your Google Business Profile and how you rank against the firms you compete with, and give you a plain-English summary of what is holding you back and what he would fix first.

Book a free SEO review or call 0421 192 045

Email: info@blackshark.digital · Based in Manly NSW.