At Matador Solutions, we specialize in helping employment and labor law attorneys dominate local search. Our team includes over 40 attorneys, marketers, and SEO specialists who’ve spent over a decade perfecting strategies that generate real cases—not just traffic.

Our founder, Wayne Cohen, Esq., built one of Washington D.C.’s most successful personal injury law firms and has taught at George Washington University Law School since 1993. He created Matador Solutions because he understood firsthand how challenging it was to get cases online. Today, we help employment lawyers across the country achieve the same success.

Testimonials From Law Firms Like Yours

• “Our law firm has been with Matador for years, and it’s been a refreshing experience. Matador is very transparent with the work that it does, so that we are in the loop with how our web presence is increasing.” – Eli Franks, Esq.
• “My experience with the consortium has been very positive. I would rate my internet knowledge as weak so I have no choice but to trust others and experiment with my firm’s money. The consortium has solved those problems for us at an affordable cost and allowed us to maintain a prominent position locally relative to our competitors.” – Darrell Castles, Esq.
• “I have used and discarded several digital marketing firms over the past 20+ years of trying to distinguish myself in a very competitive market. Matador has exceeded all of my expectations. I believe that this is largely because it is run by attorneys who have created a brilliant way to synergistically benefit all of its constituent members. I have been with Matador for about 5 years and my returns have been remarkable. They have made it easy to ignore the countless SEO solicitations that every law firm receives.” – Robert Miner, Esq.

Listen to what the founding partners at Kellogg and Van Aken LLP had to say here:

Why Employment Lawyers Need Specialized SEO

Employment law SEO isn’t like marketing any other legal service. The clients are searching during the worst moments of their careers, the regulations are complex, and the competition is relentless.

The competition is fierce. In every major city, dozens of employment attorneys are fighting for the same keywords. “Employment lawyer [city],” “wrongful termination attorney,” “wage theft lawyer near me”—each search represents a potential client worth tens of thousands of dollars to your firm. If you’re not on page one, those clients are calling your competitors.

The urgency is real. People searching for employment lawyers need help now. They’ve just been fired. They’re facing discrimination. Their paycheck is missing overtime they earned. Your website needs to build trust immediately and guide them toward action.

Multiple practice areas create complexity. Employment law encompasses wrongful termination, workplace discrimination, sexual harassment, retaliation, wage and hour violations, FMLA issues, disability accommodations, and whistleblower protection. Each area requires targeted content addressing specific client concerns.

Federal and state law intersection. Your clients need to understand both prohibited employment practices under federal law and their state-specific protections. Content must address Title VII, the FLSA, ADA, FMLA, and ADEA—plus your jurisdiction’s unique employment laws.

Ethical compliance is non-negotiable. State bar associations have strict rules about attorney advertising. Most law firm SEO agencies don’t understand these nuances. We do—because our team includes practicing attorneys who review all content and strategies.

Paid ads drain your budget fast. Google Ads for employment-related keywords can cost $40 to $150 per click in competitive markets. That’s per click—not per case. Stop paying, and your leads vanish overnight.

SEO is different. It’s owned visibility. Once you’ve earned those top rankings, they compound over time. The leads keep coming, month after month, without the astronomical ad spend.

Research from BrightLocal shows that 98% of consumers read online reviews for local businesses, and 76% of people who search for something nearby visit a business within 24 hours. When someone searches for an employment lawyer, they’re ready to act.

Our Employment Lawyer SEO Strategy

Cookie-cutter SEO doesn’t work in employment law. Every market is different. Every firm has unique strengths. But our framework is proven—built on strategies that have generated thousands of cases for employment attorneys nationwide.

Comprehensive Website Audit and Strategy Development

We start every engagement with a complete technical and competitive audit. Think of it as a diagnostic before treatment.

Technical foundation. Is your site fast enough? Does it work flawlessly on mobile? Are there broken links, crawl errors, or indexing issues holding you back? Over 60% of employment law searches happen on mobile devices. If your site takes more than three seconds to load or doesn’t display properly on phones, you’re losing cases.

Content assessment. Are your practice area pages thin and generic, or do they answer the real questions clients ask? Is your blog stale with outdated posts from 2019, or are you publishing fresh content? Most employment lawyer websites fall short here.

Backlink analysis. Who’s linking to your site? We identify toxic links that need to be removed and opportunities to build strong, authoritative links from sources like the National Employment Lawyers Association, state bar associations, and local business organizations.

Keyword research and competitive mapping. We dig deep into search volume, competition level, and commercial intent to identify the exact keywords that will bring qualified leads to your firm:

• “Wrongful termination lawyer [city]”
• “Employment discrimination attorney near me”
• “Wage theft lawyer [state]”
• “Sexual harassment attorney [city]”
• “FMLA violation lawyer”
• “Unpaid overtime lawyer near me”

We also capture long-tail searches: “can I sue for being fired while on FMLA,” “how much is wrongful termination settlement [state],” “employment lawyer for disability discrimination.”

This audit produces a clear roadmap. You’ll see exactly where your website stands and the specific steps needed to dominate local search.

On-Page SEO Optimization

Title tags and headers. We optimize every page title to match what potential clients search for. “Employment Lawyer in [City] | Wrongful Termination & Discrimination Attorney” performs better than generic titles like “Legal Services.”

Meta descriptions that drive clicks. We craft descriptions that speak directly to someone in crisis: “Fired unfairly? Our [City] employment lawyers fight for workers’ rights. Free consultation. Call [phone].”

Schema markup. We implement legal-specific structured data that tells Google exactly what services you offer. This helps you appear in rich results and the local pack—that map section at the top of search results.

Internal linking strategy. We connect your pages strategically—guiding both visitors and search engines through your site. Someone reading about workplace discrimination should see clear paths to your wrongful termination page, your EEOC filing guide, and your consultation page.

Page speed and mobile optimization. We optimize images, leverage browser caching, minify code, and ensure your site loads fast on every device.

Local SEO: Owning Your Geographic Market

For employment lawyers, local SEO is everything. You’re competing for clients in your city who need an attorney licensed in their jurisdiction.

Google Business Profile optimization. We optimize every element: accurate NAP (name, address, phone), service areas, business categories, professional photos, regular posts about employment law updates, and strategic Q&A responses. A well-optimized profile puts you in the local 3-pack above organic results.

Local citations and directory listings. We build and manage citations across Justia, Avvo, FindLaw, Lawyers.com, Martindale-Hubbell, Super Lawyers, and dozens of local directories. Consistent NAP information signals authority to Google.

Location-specific landing pages. We create detailed, localized pages with content specific to each community—local EEOC office information, county-specific employment law procedures, major employers in the area, and region-relevant advice.

Review generation and management. Reviews are one of the strongest local ranking signals. According to a report by Clio, 81% of people read client testimonials before hiring a lawyer. We help you systematically request reviews, respond to feedback, and showcase testimonials that build trust and improve rankings. Higher ratings and more reviews directly correlate with higher local search rankings—and help you compete with directories like Avvo and FindLaw that dominate many employment law searches.

Content Marketing That Builds Trust and Rankings

Employment law is personal. Clients hire attorneys they trust, and trust begins with helpful information.

Comprehensive practice area pages. Each practice area deserves its own deep page (1,500+ words) addressing:

• Wrongful termination: At-will employment exceptions, constructive discharge, case timelines, potential damages
• Workplace discrimination: How to prove discrimination, EEOC filing requirements and deadlines, state law protections
• Sexual harassment: Quid pro quo vs. hostile work environment, employer liability standards
• Wage and hour violations: Unpaid overtime claims, Fair Labor Standards Act protections, liquidated damages
• Retaliation claims: Protected activities, adverse employment actions, filing procedures
• FMLA violations: Who’s covered, job restoration rights, interference vs. retaliation
• Disability accommodations: ADA reasonable accommodation requirements, interactive process

Educational blog content. We create articles targeting high-intent search queries:

• “How Much Can I Get for a Wrongful Termination Case in [State]?”
• “What Are My Rights If I’m Fired While on FMLA Leave?”
• “How to Calculate Unpaid Overtime Wages in [State]”
• “When Should I File an EEOC Complaint for Discrimination?”
• “Statute of Limitations for Employment Cases in [State]”
• “What Is Considered Wrongful Termination in [State]?”

Long-tail keyword targets. We capture valuable searches with lower competition but high intent: “unpaid overtime lawyer in Manhattan,” “harassment lawyer for small businesses,” “FMLA attorney in Chicago.”

FAQ sections. These capture featured snippets and answer boxes—prime real estate on search results. We structure FAQs answering: “How much does an employment lawyer cost?” “What should I do if I’m being harassed at work?” “Can I be fired for being pregnant?”

State and local-specific content. Articles about employment laws specific to your state, guides to your local EEOC office and filing process, recent employment law changes in your jurisdiction, and industry-specific employment issues relevant to your local economy.

One employment attorney we worked with published “The Complete Guide to Filing a Wrongful Termination Claim in [State].” It became their most-visited page and now generates 35-45 consultation requests every month.

Strategic Link Building

Backlinks remain one of Google’s most important ranking factors. We focus on building high-quality, relevant backlinks:

Legal directories and bar associations. Links from your state bar, local bar associations, the American Bar Association Labor and Employment Law Section, and respected legal directories like Justia, Martindale-Hubbell, and Super Lawyers carry significant weight.

Employment law organizations. Membership in NELA and your state’s employment law association provides authoritative backlinks and positions you within the employment law community.

Local business associations. Chamber of commerce, Better Business Bureau, and local business directories provide valuable local signals.

Guest articles and thought leadership. We secure opportunities for you to contribute to legal publications, employment law blogs, HR websites, and local news sites. Topics might include “Understanding Your Rights Under the FMLA,” “Common Wage and Hour Violations Employers Make,” or “What To Do If You Experience Workplace Discrimination.”

Local news and media mentions. We help position you as a local legal expert for reporters covering employment law topics.

Worker advocacy and nonprofit connections. Links from worker rights organizations, legal aid societies, and employee advocacy nonprofits signal your commitment to protecting employees.

Building a strong backlink profile takes time, but it’s one of the hardest things for competitors to replicate.

Transparent Reporting Focused on What Matters

At Matador Solutions, we measure what matters: new cases.

Every month, you receive a detailed report breaking down:

• Calls: Volume, source attribution, practice area breakdown, conversion to consultations
• Contact form submissions: Categorized by case type and source
• Live chat conversations: Qualified lead tracking
• Attribution to cases and revenue: Which marketing efforts resulted in signed clients and actual revenue

You’ll see traffic growth and ranking improvements too, but we never lose sight of the ultimate goal: growing your caseload and your revenue. Most firms see meaningful traction within 3-6 months, with competitive rankings typically taking 6-12 months—but the exact timeline varies based on your market, starting position, and competition.

Why Choose Matador Solutions for Your Employment Law Firm

Plenty of marketing agencies claim they can help lawyers. Very few truly understand employment law.

Lawyers are our focus. Our entire team is focused on one thing: helping law firms grow. We understand the business of law—the economics of case acquisition, the importance of case quality, and the metrics that actually matter.

We’re attorney-led. Wayne Cohen, Esq. built a top-tier personal injury law firm before creating Matador Solutions. He understands the business of law from the inside. When you talk to us, you’re talking to people who understand both the legal profession and digital marketing.

We measure cases, not just clicks. We’re obsessed with the metrics that actually impact your bottom line: consultation requests, signed retainers, and revenue growth. One employment lawyer in Los Angeles receives an average of 90+ phone calls monthly from effective SEO.

Completely transparency. You’ll always know exactly what we’re doing and why. No black-box strategies. No vague promises. Clear reporting, regular strategy calls, and honest conversations.

Compliance. Our team includes practicing attorneys who review content and strategies to ensure full compliance with legal advertising rules in every state.

We have a proven track record with employment lawyers specifically. We understand the competitive landscape, seasonal fluctuations, and specific keyword strategies that work for employment law.

What to Look for in an Employment Lawyer SEO Company

Not every marketing agency understands employment law marketing. If you’re evaluating SEO partners, watch for:

Legal industry focus. You need a partner who knows bar association rules, understands legal competition, and knows the difference between a Title VII claim and an FLSA claim—not someone who also markets plumbers.

Proven results in employment law. Ask for case studies with real numbers. How many more consultations? How many new clients? What was the ROI? What was the quality of leads?

Lead tracking capabilities. Your lawyer SEO company should show you every call, form submission, and chat conversation they generate—and help you track which leads turn into paying clients.

Transparency about tactics and timelines. Anyone promising page-one rankings in 30 days is either lying or using risky tactics. Real SEO takes 3-6 months for meaningful results and 6-12 months for competitive keywords.

Ethical, white-hat practices. Shortcuts like buying links, keyword stuffing, or creating fake reviews will get you penalized by Google—and potentially in trouble with your state bar.

Experience with employment law specifically. Personal injury SEO is different from criminal defense SEO, which is different from employment law SEO. Look for an agency with successful employment law campaigns.

Understanding of E-E-A-T principles. Google’s algorithm increasingly prioritizes Experience, Expertise, Authoritativeness, and Trustworthiness—especially for legal services. Your SEO partner needs to understand how to build E-E-A-T signals through attorney bios, credentials, case experience, published articles, and authoritative backlinks.

Knowledge of employment law procedures. Your SEO company should understand EEOC filing requirements, statute of limitations for different claims, and the difference between federal and state employment laws. Without this knowledge, they’ll create generic content that doesn’t resonate with potential clients or demonstrate your expertise. Too many law firm SEO campaigns fail because agencies don’t understand the legal industry’s unique demands.

Employment Lawyer SEO and the Future of Legal Search

Search is evolving rapidly and employment lawyers need to stay ahead of the curve.

AI-powered search results. Google is rolling out AI Overviews that answer questions directly. ChatGPT, Perplexity, and other AI tools are changing how people find information. If your content isn’t optimized to be recognized as authoritative, you’ll be invisible in AI-generated answers.

Voice search and natural language queries. More people are asking questions like “What should I do if I was fired for filing a workers comp claim?” Your content needs to answer these natural language questions clearly with headers that mirror how people actually ask questions.

Local intent signals. “Employment lawyer” increasingly shows local results even without “near me” because Google knows people want attorneys in their jurisdiction. Local SEO is becoming more critical.

Experience and expertise signals. Google increasingly prioritizes content that demonstrates real experience—content written by attorneys, detailed explanations showing deep knowledge of employment law, case examples, and credentials proving you’re qualified.

At Matador Solutions, we’re preparing employment attorneys for the next decade of search:

• Structuring content so AI systems recognize it as authoritative
• Optimizing for conversational queries
• Building strong content about employee rights protections that establishes expertise
• Creating comprehensive resources about harassment legal standards and complex topics
• Staying ahead of algorithm updates

Most SEO agencies are still using strategies from 2018. We’re building approaches that will dominate search in 2025 and beyond.

Frequently Asked Questions

How long does employment lawyer SEO take to show results?

Most employment attorneys see meaningful improvements within 3-6 months—increased traffic, better rankings for long-tail keywords, and more consultation requests. Page-one rankings for competitive terms typically take 6-12 months. Unlike paid ads, SEO results compound over time and don’t disappear when you stop paying.

Can a solo employment attorney compete with large firms for SEO?

Absolutely. Solo practitioners often have advantages: faster decision-making, more personalized service messaging, ability to focus on specific niches, and authentic attorney-written content. With smart local SEO and strategic link building, solo attorneys regularly outrank larger firms.

How much should I budget for employment lawyer SEO?

Effective SEO typically requires $2,500-$5,000 per month depending on market competitiveness, your starting position, and your growth goals. Consider that many employment lawyers spend $5,000-$20,000 monthly on Google Ads with nothing remaining when payments stop. SEO builds long-term equity.

What’s the difference between employment lawyer SEO and general law firm SEO?

Employment lawyer SEO requires specific strategies: content addressing the urgent, emotional nature of workplace issues; deep local optimization; explaining the complex interplay between federal laws (Title VII, FLSA, ADA, FMLA) and state employment regulations; education about EEOC processes and filing deadlines; creating content for multiple practice areas; and compliance with employment law advertising ethics.

Do online reviews really matter for employment attorney rankings?

Yes—enormously. Reviews are one of the strongest local ranking signals. According to BrightLocal research, 79% of consumers trust online reviews as much as personal recommendations. A steady stream of authentic, positive reviews will improve both your rankings and your ability to convert website visitors into clients.

How do I measure ROI on employment lawyer SEO?

Track leads back to specific keywords and pages, then measure how many turn into consultations and signed clients. At Matador, we help you implement tracking systems showing exactly which SEO efforts are generating cases and revenue—not just vanity metrics like impressions and clicks.

Can SEO replace Google Ads for my employment practice?

Over time, SEO can significantly reduce reliance on paid ads. However, most successful employment lawyers use both: SEO for sustainable, long-term lead generation and ads for immediate visibility. The goal is to eventually have SEO carrying most of your lead generation while using ads strategically.

What if my state has strict attorney advertising rules?

That’s exactly why you need an SEO company that specializes in legal marketing. We work within the ethical guidelines of every state bar association. Our content is always reviewed for compliance, and we never use tactics that could put your license at risk.

Get Your Free Employment Law Firm SEO Audit

Right now, someone in your city who needs an employment lawyer is searching online. The question is whether they’ll find you or your competitors.

Matador Solutions specializes in helping employment and labor law attorneys dominate page one of Google. More visibility. More calls. More consultations. More high-value cases.

Your free SEO audit includes:

• Comprehensive website technical analysis
• Current keyword ranking assessment for employment law terms
• Competitive landscape evaluation for your market
• Backlink profile review and toxic link identification
• Content gap analysis across practice areas
• Local SEO opportunity assessment
• Clear, actionable roadmap for improvement

No cost. No obligation. Just a detailed analysis of your online presence and a clear roadmap to improve it.

Contact us today for your free SEO audit.