Many law firms invest in SEO but don't see results—often because of avoidable mistakes. These errors can actively harm your rankings or simply waste effort. Understanding what not to do is as important as knowing what to do.
1. Targeting the Wrong Keywords
The Mistake
Chasing high-volume, competitive keywords without considering search intent or realistic ranking potential.
The Fix
- Focus on keywords with clear client intent
- Target terms you can realistically rank for
- Include long-tail and question keywords
- Prioritize local + practice area combinations
2. Thin or Duplicate Content
The Mistake
Publishing short, unhelpful pages or copying content across multiple pages (or worse, from other sites).
The Fix
- Create comprehensive, valuable content
- Make each page unique and purposeful
- Combine thin pages into thorough resources
- Never copy content from other sites
3. Ignoring Local SEO
The Mistake
Focusing only on organic rankings while neglecting Google Business Profile and local signals.
The Fix
- Fully optimize Google Business Profile
- Build consistent local citations
- Generate and respond to reviews
- Create location-specific content
4. Poor Mobile Experience
The Mistake
Having a desktop-focused site that's frustrating on mobile devices.
The Fix
- Implement responsive design
- Test on actual mobile devices
- Ensure click-to-call works
- Optimize forms for mobile completion
5. Slow Page Speed
The Mistake
Loading times that frustrate visitors and hurt rankings.
The Fix
- Optimize and compress images
- Minimize code and scripts
- Use quality hosting
- Implement caching
- Monitor Core Web Vitals
6. Not Tracking Conversions
The Mistake
Measuring traffic and rankings without tracking what actually matters—leads and clients.
The Fix
- Set up goal tracking in analytics
- Implement call tracking
- Track form submissions
- Connect leads to revenue
7. Keyword Stuffing
The Mistake
Overloading pages with keywords in an unnatural way, hurting readability and rankings.
The Fix
- Write naturally for humans first
- Use keywords where they fit naturally
- Focus on topic coverage, not keyword density
- Use synonyms and related terms
8. Ignoring Title Tags and Meta Descriptions
The Mistake
Using default, duplicate, or missing title tags and meta descriptions.
The Fix
- Write unique titles for every page
- Include target keywords naturally
- Create compelling meta descriptions
- Stay within character limits
9. No Internal Linking Strategy
The Mistake
Failing to connect related pages, leaving value on the table.
The Fix
- Link practice area pages to related blog posts
- Use descriptive anchor text
- Create topic clusters
- Ensure important pages receive links
10. Buying Low-Quality Links
The Mistake
Purchasing links from link farms, PBNs, or spammy directories.
The Fix
- Earn links through quality content
- Build legitimate relationships
- Focus on relevant, authoritative sources
- Disavow toxic backlinks
11. Neglecting Reviews
The Mistake
Not actively generating reviews or responding to them.
The Fix
- Ask satisfied clients for reviews
- Make the review process easy
- Respond to all reviews professionally
- Address negative reviews constructively
12. Expecting Instant Results
The Mistake
Abandoning SEO after a few months because rankings haven't skyrocketed.
The Fix
- Understand SEO takes 6-12 months minimum
- Track progress indicators, not just rankings
- Commit to long-term, consistent effort
- Celebrate incremental improvements
13. Set-and-Forget Mentality
The Mistake
Treating SEO as a one-time project rather than ongoing effort.
The Fix
- Publish new content regularly
- Update existing content
- Monitor and adapt to changes
- Continuously build links
14. Not Fixing Technical Issues
The Mistake
Ignoring crawl errors, broken links, and technical problems.
The Fix
- Regular technical audits
- Monitor Search Console for errors
- Fix broken links promptly
- Maintain proper site structure
15. Generic, Unhelpful Content
The Mistake
Publishing content that doesn't provide real value or answer actual questions.
The Fix
- Focus on client questions and concerns
- Provide specific, actionable information
- Demonstrate real expertise
- Go deeper than competitors
Audit Your Current SEO
Review your current SEO efforts against this list. Chances are, you'll find at least a few mistakes costing you rankings and clients. The good news is that most of these are fixable.
SEO mistakes compound—each one weakens your overall performance. But so do corrections. Fix the fundamentals, avoid these common pitfalls, and you'll build a solid foundation for sustainable search visibility. Every mistake you eliminate is one less thing holding you back from the rankings and clients you deserve.