Los Angeles is one of the fastest-growing legal markets in the country. Our office is in Santa Monica, and every day we see more and more billboards popping up.
More lawyers means more competition for every single keyword. Whether you’re handling divorce law in West Hollywood, running a personal injury practice in Downtown LA, or managing an immigration firm in Koreatown, you’re fighting for visibility in one of America’s most competitive markets.
We’re Different: Built by Lawyers, for Law Firms
We’ve been doing this for 20 years. Our founder, Wayne Cohen, is a practicing attorney who built an 8-figure law firm while creating Matador Solutions. He was very early in the internet, and eventually got so frustrated with legal marketing vendors that decided to create his own company with a unique spin.
Rather than focus on vanity metrics like traffic, we’re solely focused on the bottom line – we’ve generated over $1 billion in case values for law firms nationwide, with many successful clients right here in California.
The Co-Op Advantage
We operate with a “rising tide lifts all ships” philosophy. When we discover what works in the market , every client benefits. You get the advantage of aggregate data from millions in marketing spend without paying for the experimentation yourself. Our insights come from working with 150+ law firms across every practice area. No other vendor operates in this manner
No Long-Term Contracts
We don’t lock you into multi-year agreements. Law firm SEO in Los Angeles requires consistent effort, but we operate with short term agreements. In our opinion, this is the basis of an effective marketing relationship. We earn it every month.
Complete Transparency
Detailed monthly reports and calls show rankings, traffic, calls, form submissions, and new cases. You get direct access to experienced SEO strategists—not junior account managers—for every monthly strategy call. We provide comprehensive SEO services designed specifically for law firms that want real results.
The Los Angeles Legal Market Is Exploding
California has approximately 175,883 lawyers, making it the second-largest legal market in the United States. Los Angeles leads the state’s growth, with three of the top 10 metro areas for highest lawyer wages located in California: San Jose, San Francisco, and Los Angeles.
When someone in Pasadena searches “divorce lawyer near me,” Google returns results from hundreds of qualified firms. The first organic result gets 10 times more clicks than position 10. If you’re not on page one, you’re invisible.
Los Angeles has specific characteristics that make SEO non-negotiable:
Entertainment Industry Influence: LA’s entertainment industry creates unique legal needs and competition. Firms need to stand out in specialized niches while competing for traditional practice area clients.
Tech-Savvy Population: Angelenos research everything online. They expect fast-loading websites, easy mobile navigation, and instant access to information while sitting in traffic on the 405.
Geographic Sprawl: LA County is HUGE. Someone in Manhattan Beach isn’t hiring a lawyer in Pasadena. You need hyperlocal SEO targeting specific neighborhoods and cities within the greater LA area.
Diverse Population: LA’s incredible diversity means legal needs span everything from immigration to business formation for international clients to entertainment law for creatives.
Traditional marketing doesn’t work anymore. Billboards on the 10 Freeway create temporary awareness, but attorney SEO in Los Angeles builds a long-term asset that generates leads 24/7.
Our Five-Phase System for Los Angeles Law Firms
Phase 1: LA Market Analysis & Competitive Audit
Before touching your website, we analyze your top 10 Los Angeles competitors—who’s ranking for your target keywords, why they’re winning, and where the vulnerabilities are. We run a complete technical audit checking site speed, mobile optimization, and Core Web Vitals. We establish your baseline rankings and identify exactly where you can gain ground.
Phase 2: Strategic Keyword Research for LA Legal
We target keywords Los Angeles residents actually search. Not just “personal injury lawyer” but “car accident attorney Glendale,” “motorcycle accident lawyer Burbank,” “wrongful death attorney Pasadena.” We map keywords to specific cities, neighborhoods, and practice areas throughout LA County.
We analyze search intent. Is someone researching or ready to hire? Your content strategy needs both. We help you compete with directories like Lawyers.com and FindLaw instead of relying on them. Moz’s local SEO research, Location-specific keyword targeting is a core part of our strategy for law firms in sprawling metropolitan areas like LA.
Phase 3: On-Site Optimization & Technical SEO
Most DIY attempts fail at this phase. Our team will optimize your structure so Google and LLMS can crawl, and understand, your content. We implement schema markup specifically for lawyers so you appear in rich snippets and knowledge panels. We fix page speed issues because Google prioritizes fast sites, and LA residents will leave slow ones immediately.
We ensure complete mobile responsiveness, optimize every title tag and meta description, and build strategic internal linking throughout your site. Google’s Search Central documentation emphasizes that technical excellence forms the foundation everything else builds upon.
Phase 4: Authority Building & Link Acquisition
Google treats backlinks as votes of confidence. We submit your firm to high-quality legal directories, build local citations through the LA County Bar Association and city-specific business organizations, and create content that naturally attracts backlinks. We leverage HARO opportunities to position you as a legal expert in LA media outlets and pursue strategic guest posting on legal publications.
Phase 5: Local SEO Domination Across LA County
For Los Angeles law firms, local SEO is critical. When someone in Santa Monica searches “DUI lawyer near me,” you want to appear in that map pack at the top of results.
We completely optimize your Google Business Profile with the right categories, service areas, and compelling descriptions. We implement proven strategies to boost local pack rankings and ensure NAP consistency across the web. We create a review generation system for fresh, positive reviews, and we build geo-targeted landing pages for specific LA neighborhoods and cities.
Comprehensive Los Angeles Attorney SEO Services
Local SEO for LA Law Firms: Getting you visible in local map pack and neighborhood searches across Los Angeles, Long Beach, Glendale, Pasadena, Burbank, and surrounding areas.
Google Business Profile Management: Ongoing optimization, weekly posts, review management, and Q&A monitoring to keep your profile active and ranking.
Legal Content Marketing: Educational blog posts, practice area pages, and resources that establish expertise while targeting valuable keywords.
On-Page & Technical SEO: Everything from title tags to Core Web Vitals, ensuring your site meets Google’s requirements and provides excellent user experience.
Link Building for Attorneys: Ethical, high-quality backlink acquisition from authoritative legal directories, local organizations, and relevant publications.
Conversion Rate Optimization: Traffic alone isn’t enough. We optimize your site to turn visitors into phone calls and consultations.
We specialize in SEO for specific practice areas. Each requires unique keyword targeting and content strategies, and we’ve got proven playbooks for all of them.
Los Angeles Practice Areas We Specialize In
We’ve helped law firms across virtually every practice area succeed in LA’s competitive landscape:
Personal Injury Lawyers: Car accidents, motorcycle accidents, truck accidents, slip and falls, wrongful death, product liability. Learn more about our personal injury lawyer SEO services.
Divorce & Family Law Attorneys: Contested divorce, high-asset divorce, child custody, child support, domestic violence.
Criminal Defense Lawyers: DUI/DWI, drug charges, assault, theft crimes, white collar crimes. Explore our criminal defense lawyer SEO solutions.
Estate Planning Attorneys: Wills, trusts, probate, estate administration, conservatorships.
Business & Corporate Lawyers: Business formation, contracts, litigation, intellectual property.
Real Estate Attorneys: Commercial real estate, residential transactions, landlord-tenant disputes.
Immigration Lawyers: Green cards, citizenship, deportation defense, work visas.
Employment Law Firms: Discrimination, wrongful termination, harassment, wage disputes
Bankruptcy Attorneys: Chapter 7, Chapter 13, debt relief, creditor protection.
Entertainment Lawyers: Contract negotiation, intellectual property, talent representation.
Why SEO Beats Traditional Marketing for LA Law Firms
A billboard on the 405 costs $10,000 to $20,000 per month. You can’t track who called because of it, and visibility disappears the moment you stop paying.
TV ads, radio ads, prints in newspapers can work but take time and millions of dollars.
SEO on the other hand is a fraction of the cost for Los Angeles law firms. And you get tracking of every call generated, unlike the other channels. Moreover, you’ll own your content, unlike other channels.
Ranking on page one means being in front of potential clients all the time, not just when your ad runs.
Dominating Across Greater Los Angeles
Los Angeles isn’t one market. Our office is here and we know it uniquely. It’s a sprawling collection of distinct cities and neighborhoods, each with different demographics and legal needs.
Downtown LA includes the Financial District, Little Tokyo, Arts District, and Chinatown. Business concentration and diverse residential population create demand across all practice areas.
Westside covers Santa Monica, Venice, Brentwood, Westwood, and Century City. Affluent areas need estate planning, high-asset divorce, business law, and real estate attorneys.
San Fernando Valley includes Burbank, Glendale, Van Nuys, Sherman Oaks, and Woodland Hills. Family-oriented communities with growing business sectors create opportunities across multiple practice areas.
South Bay encompasses Manhattan Beach, Hermosa Beach, Redondo Beach, Torrance, and Long Beach. Beach communities and port-related businesses need everything from maritime law to family law.
San Gabriel Valley covers Pasadena, Arcadia, Alhambra, and Monterey Park. Diverse population with significant Asian-American communities creates demand for immigration, business formation, and estate planning.
East LA and Southeast LA include Montebello, Downey, Norwalk, and Whittier. Often underserved by law firms, creating opportunities for practices focusing on personal injury, criminal defense, and immigration.
Creating city-specific landing pages and optimizing for “lawyer near [city]” searches helps you capture hyperlocal traffic throughout LA County.
Proven Results from Our Clients
At Matador Solutions, we deliver results. Our track record speaks for itself with over 150 law firms nationwide trusting us.
Carpenter & Lewis, PLLC experienced a 1,947% increase in lead calls after partnering with us. They now hold over 148 high-value map listings and rank consistently in the number one spot for their most important keywords.
Hoegen & Associates P.C. (Business Law, Real Estate, Estate Planning) joined during COVID-19 and saw a 300% monthly increase in new potential client leads. They moved 37 out of 38 of their most important keywords to page one and receive over 80 calls per month from Google Business Profile alone.
Silverman Law Office, PLLC went from a poorly optimized website to dominating their market with over 100 keywords ranking in the top 10 positions. Organic search traffic increased by 109.89%.
Law Office of David A. DiBrigida was ranking for just 3 keywords when they joined. Within one year, they achieved 20+ monthly new personal injury clients, with calls increasing from 64 to 177 per month.
Leinart Law Firm was paying $10,000 per month with zero first-page rankings. After partnering with us, they achieved a 382% increase in monthly bankruptcy client leads, with calls jumping from 382 to 953 monthly.
What to Expect Working With Us
Detailed Monthly Reporting: Comprehensive reports showing keyword rankings, traffic metrics, calls, form submissions, and new cases generated. We track metrics that matter to your bottom line.
Quarterly Strategy Reviews: Scheduled calls with your SEO strategist to review performance, discuss what’s working, and plan next quarter’s strategy.
Direct Access to Senior Strategists: No account managers reading from scripts. You work directly with experienced SEO professionals who know the legal industry.
Weekly Communication: We’re responsive. Most clients hear back within 24 hours on questions or concerns.
No Hidden Fees: Your monthly investment covers everything we’ve agreed upon. No surprise charges.
Warning Signs of Bad Los Angeles Lawyer SEO Companies
Guaranteed #1 Rankings: No one can guarantee specific rankings. Google’s algorithm constantly changes. Companies promising guarantees are lying or using tactics that’ll get you penalized.
Dirt-Cheap Pricing: If an agency charges under $2,000 monthly in LA, they’re cutting corners. Quality SEO requires expertise and time.
No Transparent Reporting: If an agency won’t provide detailed monthly reports showing metrics, rankings, and traffic data, walk away.
No Legal Industry Experience: General marketing agencies rarely succeed with law firms. Legal SEO has unique challenges including compliance requirements, ethical advertising rules, and sophisticated clients.
No LA Market Knowledge: National agencies may not understand LA’s sprawling geography, diverse population, or competitive landscape. Local expertise creates more effective strategies.
2025 SEO Strategies for Los Angeles Lawyers
AI-Generated Search Results: Google’s AI Overviews are changing how results appear. Optimize for AI summaries by creating comprehensive content that directly answers common legal questions. Structured content with clear headings performs best.
E-E-A-T for Legal Websites: Experience, Expertise, Authoritativeness, and Trustworthiness matter more than ever. Google wants to see attorney credentials, bar associations, case results, and genuine expertise. According to Google’s Search Quality Guidelines, demonstrating expertise is critical for legal content.
Video SEO: Video content drives engagement and rankings. Create attorney introduction videos, FAQ videos addressing common legal questions, client testimonial videos, and explainer videos about your process.
Voice Search Optimization: With smart speakers everywhere, optimize for conversational queries. Voice searches tend to be longer: “Hey Google, find a divorce lawyer in Pasadena.” Create FAQ content with natural language.
Core Web Vitals: Google’s page experience signals matter more than ever. Your site must load quickly, respond instantly, and maintain visual stability.
Mobile-First Everything: Google uses your mobile site for indexing. Your mobile experience must be flawless because most LA legal searches happen on phones while people are stuck in traffic.
Los Angeles Lawyer SEO: Your Questions Answered
How competitive is SEO for law firms in Los Angeles?
Extremely competitive. LA is one of the fastest-growing legal markets in the country with thousands of firms vying for the same keywords. California has approximately 175,883 lawyers, with LA leading the state in growth. The geographic sprawl of LA County means you’re competing not just citywide but across dozens of distinct markets from Santa Monica to Pasadena. Success requires sophisticated local SEO strategies targeting specific neighborhoods and practice areas.
Why is local SEO so important for LA law firms?
LA County spans 4,753 square miles. Someone in Manhattan Beach won’t hire a lawyer in Pasadena for most practice areas. Local SEO ensures you appear in Google’s map pack and location-specific searches like “divorce lawyer Santa Monica” or “personal injury attorney Glendale.” Most legal searches include local intent, and Google prioritizes businesses close to the searcher. Without strong local SEO, you’re invisible to potential clients in your service area.
How long does it take to see results from SEO in the LA legal market?
Most firms see measurable improvements within 90 to 120 days. Achieving page one positions for competitive LA keywords typically requires 6 to 12 months of consistent effort. Timeline varies based on your current website authority, the specific keywords you’re targeting, and how aggressive the competition is in your practice area. Personal injury and family law tend to be the most competitive, while niche practice areas may see faster results.
What makes LA’s legal market different from other cities?
LA’s massive geographic sprawl creates dozens of micro-markets within one county. The entertainment industry creates unique legal needs and competition. The incredibly diverse population means legal needs span everything from entertainment law to immigration. Traffic patterns affect search behavior—many searches happen on phones while people are stuck on the 405. Additionally, LA’s tech-savvy population expects fast-loading, mobile-optimized websites and researches attorneys extensively before making contact.
Can you guarantee page 1 rankings in Los Angeles?
No ethical SEO company can guarantee specific rankings because Google’s algorithm constantly evolves and competition changes daily. What we guarantee is that we’ll use proven strategies that have consistently helped our clients achieve page one rankings in competitive markets. We focus on sustainable, white-hat techniques that build long-term authority rather than shortcuts that risk penalties.
What’s the ROI on SEO compared to PPC for LA law firms?
SEO becomes significantly more cost-effective long-term. While PPC provides immediate visibility, you pay for every single click. Once you’re ranking organically on page one, you generate leads 24/7 without per-click costs. In competitive LA markets, PPC costs for legal keywords can run $100-500+ per click. SEO requires an upfront investment and consistent maintenance, but the cost-per-lead drops dramatically over time compared to paid advertising.
How does mobile optimization impact law firm SEO in LA?
Critical. Most LA residents spend significant time in their cars, and legal searches increasingly happen on phones during commutes or while waiting in traffic. Google uses your mobile site for indexing and ranking (mobile-first indexing). If your site isn’t optimized for mobile—fast loading, easy navigation, click-to-call buttons—you’re losing cases daily. Additionally, voice searches from mobile devices tend to be more conversational and local, requiring different optimization strategies.
Should I target multiple cities within LA County?
Absolutely. LA County includes dozens of cities, each representing a distinct market. Someone in Long Beach searching for a lawyer wants local results, not Downtown LA. Creating city-specific landing pages for areas you serve (Glendale, Burbank, Pasadena, Santa Monica, etc.) helps you capture hyperlocal traffic your competitors miss. This requires strategic keyword targeting and localized content for each area while maintaining NAP consistency across all listings.
Ready to Dominate Los Angeles’ Legal Market?
Los Angeles’ legal market is only getting more competitive. While your competitors use outdated tactics, now’s the time to gain an advantage with a comprehensive SEO strategy that works.
There’s no shortage of potential clients in LA. The only question is whether they’ll find you or your competitors.
We’ve helped hundreds of law firms build their businesses through SEO and digital marketing. Our approach works because it’s built by attorneys, tested across hundreds of campaigns, and refined over two decades.
Get Your Free SEO Audit: We’ll analyze your current online presence, identify opportunities, and show you exactly where you’re losing potential clients to competitors.
No long term contracts. No pressure. Just proven results.
Call us today or fill out our contact form to schedule your free consultation. Let’s create a customized strategy for your Los Angeles law firm that delivers real cases and revenue growth.
