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Personal Injury Lawyer SEO: How to Become a Top Ranking Personal Injury Attorney Website in 2020

With over ten years in the Law Firm SEO game, On The Map Marketing has launched some of the most aggressive and innovative campaigns in the history of the business. 

One of the areas where we’ve had incredible success is in the personal injury lawyer SEO niche. Experience has taught us that personal injury law is one of the most competitive areas of law in most major markets, but also where some of the biggest moves can be made. 

Personal injury law firms dedicate an extraordinary amount of resources to developing lucrative leads, so from early on, we knew that the efficiencies that come with SEO campaigns would be appealing to law offices that wanted to maximize their marketing dollars.

Because we’ve apportioned a decent amount of our business in the personal injury lawyer arena, we pay quite a bit of attention not only to the successful campaigns in that sector but also the failing ones, as well. This broad span of vision helps us hone our strategies and develop effective campaigns for our clients.

It’s been a year since we published our popular 2019 Best Ranking Personal Injury Attorney Websites article and we wanted to show some of the exciting changes that we’ve witnessed on the 2020 personal injury law SEO landscape. 

The Top 12 SEO Markets in the Country

We picked the top ten largest U.S. cities by population for our sample and added Miami and Sacramento as runners-up since we have a large presence in both markets. This gave us a pretty thorough cross-section of the country while focusing on high-traffic markets.

Top Ranked Personal Injury Lawyer Websites of the Most Popular Cities

Our graph lists the top three law firms in each city in terms of the monthly internet traffic their sites receive. The first two numeric columns are the estimated traffic and the estimated leads that the traffic is expected to generate. For the estimated leads category, our experience has shown us that leads consist of approximately two percent of total traffic, so we used an even two percent to calculate these numbers. (For example, two percent of Trial Law 1 estimated traffic of 5,100 is 102.) Traffic value represents the price that each firm would have to pay if they were getting that amount of traffic through a Pay-Per-Click campaign (instead of through organic searches). The website pages are the number of pages on the law firm’s site, and the backlink figure represents the number of external sites pointing to their page. Backlinks, of course, are a significant factor in Google rankings and a tool that all SEO marketing firms use to bolster rankings.  

Average Traffic Value by City

As was mentioned in the last section, traffic value is the equivalent monthly cost of traffic from all keywords that the target website/URL ranks for if paid via PPC instead of ranking organically. So, for example, Philadelphia has an average traffic value of $487,667. That means that if all of the organic traffic in the personal injury lawyer sector in Philadelphia were to be priced using current PPC rates, it would be worth $487,667 per month. This is the value that Philadelphia personal injury firms are competing over.

This graph shows you how much organic traffic the personal injury lawyers are competing for in each city. Because Pay-Per-Click pricing is based on the demand for key phrases in a given market, the volume of traffic affects the price of an individual PPC click, but with a successful SEO campaign, a firm can access a share of this traffic value for a fraction of the budget that an expensive PPC campaign would cost. 


This graph shows you how much organic traffic the personal injury lawyers are competing for in each city. Because Pay-Per-Click pricing is based on the demand for key phrases in a given market, the volume of traffic affects the price of an individual PPC click, but with a successful SEO campaign, a firm can access a share of this traffic value for a fraction of the budget that an expensive PPC campaign would cost. 

Average Traffic Value of the Highest Ranking Personal Injury Lawyer Websites in 2020, By City

Highest Organic Traffic Rankings by City

For an SEO campaign to be successful, it has to target keywords that receive a high volume of traffic. The bars in this graph represent the monthly volume of traffic that personal injury lawyers can expect to receive in their respective cities. 

Take San Antonio, for instance, keywords that are closely related to personal injury lawyers are searched a whopping 23,700 times per month and that traffic generates an estimated 474 leads. That doesn’t mean that lower-volume markets aren’t also great opportunities. The key to garnering leads is to rank near the top every time one of these keywords is searched. 

Average Organic Traffic of the Highest Ranking Personal Injury Lawyer Websites in 2020, By City

Highest Organic Traffic by Law Firm Website

Being number one in a fast-paced market has its advantages. Below are the biggest personal injury law firm SEO winners of 2020. These are the top ten law firms, coming in with $3.9 million in combined traffic value. 

You’ll notice that the firm with the biggest volume doesn’t necessarily have the highest traffic value. That’s because the cost of PPC in San Antonio, for instance, is lower than in Philadelphia or Los Angeles for similar terms. It’s important to remember that these clicks are generating leads that are bringing clients into these firms. 

Highest Traffic Value by Law Firm Website

These ten law firms were the biggest players in terms of traffic value in the analyzed personal injury SEO markets in 2020. 

Top 10 Personal Injury Websites With the Highest Traffic Value in 2020

The 2019 Firms a Year Later 

This graphic represents the difference a year can make. We were curious as to how last year’s list of top performers were doing after a year’s time. We ranked the 2019 firms from best to worst: the law firms toward the top with the green shading represent firms with increased monthly traffic; law firms toward the bottom shaded in red have suffered declines in monthly traffic. Click here to take a look back at last year’s rankings. 

2019 Top Personal Injury Lawyer Websites' Changes in Organic Traffic Through 2020

Measuring the Personal Injury Lawyer SEO Industry in Four Metrics

When it comes to personal injury law firms, there have been substantial gains in the last year for all four of the areas we studied: organic traffic, traffic value, backlinks, and website pages. Each category has seen increases of close to 100 percent or more!

Personal Injury Lawyer Website Performance Comparison with 2019

There are no overnight successes in SEO. What you’re seeing here is the combined results of thousands of hours of effort. There isn’t a personal injury law firm that has been mentioned in this article that didn’t start with a serious commitment to their SEO strategy. The results speak for themselves. With the right search engine optimization strategy, a firm with a moderate budget can receive a ten-fold return on their advertising investment. There simply is no other marketing medium that consistently achieves those gains the way that SEO does. If your law practice is not actively pursuing higher rankings, then you’re leaving the way open to your competitors. On The Map Marketing builds successful personal injury law firms. Contact us today to receive a free analysis and consultation with one of our SEO marketing strategists and begin your climb to the top. 

Methodology

In order to conduct this study, we determined the largest ten cities in the United States by population. We also added Miami and Sacramento to round out the sample to an even dozen cities. We then ran relevant personal injury attorney keywords through Google and chose the top individual law firms in each region — excluding organic occurrences of web directories. Using SEO marketing tools like AHREFS, we were able to determine Organic Traffic and calculate the traffic value using the prevailing keyword PPC rates respective to their markets. Once we collected this data, we were able to rank the leaders according to various indices (i.e. organic traffic, traffic value, etc.).

Related Articles:

Personal Injury Lawyer SEO: 2019 Best Ranking Personal Injury Attorney Websites

U.S. Census Data

What is Traffic Value in Site Explorer?

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