If you’ve spent any time on LinkedIn, you’ve likely seen posts from law firm SEO experts showing off charts with an “up and to the right” trajectory.

These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success.

And it’s not just the agencies celebrating—𝗹𝗮𝘄 𝗳𝗶𝗿𝗺𝘀 𝘁𝗵𝗮𝘁 𝗵𝗮𝘃𝗲 𝗵𝗶𝗿𝗲𝗱 𝘁𝗵𝗲𝗺 𝗮𝗿𝗲 𝗽𝗿𝗼𝘂𝗱𝗹𝘆 𝘀𝗵𝗮𝗿𝗶𝗻𝗴 𝘁𝗵𝗲𝘀𝗲 𝗰𝗵𝗮𝗿𝘁𝘀 𝗮𝘀 𝗽𝗿𝗼𝗼𝗳 𝗼𝗳 𝘁𝗵𝗲𝗶𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘄𝗶𝗻𝘀.

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But here’s the reality: 𝘁𝗵𝗲𝘀𝗲 𝗰𝗵𝗮𝗿𝘁𝘀 𝗼𝗳𝘁𝗲𝗻 𝗱𝗼𝗻’𝘁 𝗺𝗲𝗮𝗻 𝘄𝗵𝗮𝘁 𝗹𝗮𝘄𝘆𝗲𝗿𝘀 𝘁𝗵𝗶𝗻𝗸 𝘁𝗵𝗲𝘆 𝗺𝗲𝗮𝗻.

𝗪𝗵𝘆 𝗧𝗵𝗲𝘀𝗲 𝗦𝗘𝗢 𝗖𝗵𝗮𝗿𝘁𝘀 𝗔𝗿𝗲 𝗠𝗶𝘀𝗹𝗲𝗮𝗱𝗶𝗻𝗴

Unmarked Axes: What Are We Even Looking At?

Many of these charts lack labeled axes, giving us a vague sense that “something” is increasing. Is it impressions? Clicks? A tool’s estimated traffic score? The lack of clarity makes it impossible to tell if there’s any real business impact.

Third-Party Traffic Estimates Are Not Very Accurate

SEMrush, Ahrefs, and other SEO tools use algorithms to estimate traffic based on rankings, search volume, and click-through rates.

These numbers are very loose estimates, especially for smaller sites. Lawyers and SEO experts posting charts showing “10,000 visitors per month” often report much less organic traffic from Google Analytics, Search Console, and other sources.

Not All Traffic Is Created Equal

Even when charts display “organic traffic,” that traffic isn’t necessarily valuable. Is it potential clients searching for legal services? Or is it law students, competitors, or people reading your blog out of curiosity? If the traffic isn’t converting into cases, it’s just a vanity metric.

Failure to Distinguish Between Branded and Non-Branded Traffic

Many of these SEO charts don’t differentiate between people searching for the firm by name (branded traffic) versus those discovering it through non-branded legal queries. If a law firm’s “traffic growth” is mostly from people already searching for their name, that’s not an SEO win—it just means they have a recognizable brand.

I can't tell you how many law firm SEO agencies are "taking credit" for the brand.

𝗘𝘃𝗲𝗻 𝘄𝗼𝗿𝘀𝗲, 𝘁𝗵𝗲 𝗹𝗮𝘄𝘆𝗲𝗿𝘀 𝗮𝗿𝗲 𝗰𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗲𝗺.

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The best time to get a second opinion about your SEO agency is when they tell you "𝘁𝗵𝗲𝘆'𝗿𝗲 𝗰𝗿𝘂𝘀𝗵𝗶𝗻𝗴 𝗶𝘁."

Additional SEO Pitfalls Lawyers Should Watch For

Beyond misleading charts, law firms should be cautious about how SEO “success” is measured. Here are a few common issues:

The Wrong Keywords – If an SEO agency brags about ranking #1 for “best car accident lawyer 2024,” but that term gets no search volume, it’s a hollow victory. Rankings only matter if they drive qualified leads.

Blog Content – Many SEO agencies churn out blog posts without a real strategy. You're not getting value if your blog attracts traffic from people researching legal topics but not hiring a lawyer.

Lack of Local SEO Strategy – Many law firm clients come from local searches, yet some agencies focus on broad, national SEO strategies that don’t drive relevant local cases.

Ignoring Conversion Tracking—If your SEO agency isn’t tracking how many visitors turn into calls, form fills, or actual clients, its “success metrics” are meaningless.

What Law Firms Should Measure Instead

If you’re investing in SEO, focus on business impact over vanity metrics. Here’s what matters:

✅ Qualified Leads – How many website visitors turn into qualified calls or form submissions?

✅ Conversion Rate – What percentage of organic visitors take meaningful action?

✅ Non-Branded Search Visibility – Are you appearing for relevant legal terms, not just your firm’s name?

✅ Local SEO Performance – Are you ranking in Google’s local pack for searches in your city?

✅ Actual Signed Cases – Is your SEO strategy leading to more clients, not just more traffic?

The Bottom Line

Lawyers must stop celebrating charts that don’t correlate with business success. Just because a line goes “up and to the right” doesn’t mean your firm gets more cases. If an SEO agency can’t tie its efforts to real client growth, it just sells vanity metrics.

Before trusting an SEO provider, demand transparency. Ask them what they’re measuring, how they define success, and—most importantly—how their work translates into signed cases for your firm.