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Home / Locations / Texas / Law firms / Local SEO
Local SEO for law firms in Texas
Quick summary: Law firm SEO in Texas runs into one rule most states do not have: lawyer advertisements are filed with the State Bar's Advertising Review Committee, and a website's home page is not exempt. Galli Local is based in Bellefonte, Pennsylvania, and works with Texas businesses remotely. The general method is on our law firm SEO page.
What local SEO covers for law firms in Texas
Local SEO for law firms in Texas is four jobs done every month: managing the Google Business Profile, earning and answering reviews, cleaning up citations and directory listings, and tracking rank on a map grid. In Texas, this page adds the local detail: the State Bar ad filing rule and its $100 fee, why a website home page is treated differently, and board certification claims in ads. The method itself, including categories, review rules and the directories that matter, is on our local SEO for law firms page. The Local SEO program starts at $850/mo per location and needs a verified profile at a real address, at least 10 reviews and a 3.5-star or better rating.
What do the Texas advertising rules require of a law firm?
Part VII of the Texas Disciplinary Rules of Professional Conduct covers lawyer advertising. The current version took effect July 1, 2021. Six points come up in SEO work.
| Rule | What it says | Where it shows up in SEO |
|---|---|---|
| 7.04 | File a copy of the ad, an application, and the fee no later than 10 days after it is first disseminated. Pre-approval is available if submitted at least 30 days ahead | New home pages, paid ads, video |
| 7.05 | Website content is exempt from filing, except the contents of the home page | Home page redesigns |
| 7.02 | An ad names a lawyer responsible for its content and identifies that lawyer's primary practice location | Footer, landing pages, Business Profile |
| 7.01 | No false or misleading communication. An advertised verdict that was reduced or reversed must show the amount actually received with equal or greater prominence | Case results pages |
| 7.02 | "Board Certified" may be stated only with a Texas Board of Legal Specialization certificate in that area | Attorney bios, schema |
| 7.02 | A contingent fee ad states whether the client pays other expenses. An advertised fee is honored for the ad's run or one year, whichever is shorter | "No fee unless we win" lines |
The home page is usually a filing. The State Bar lists a $100 fee per submission, and a $250 fine on top of the fee for not filing. A redesign that changes the home page may need a new filing. Interior pages are exempt from filing but still have to meet Rules 7.01 to 7.03. Plan home page changes in batches instead of weekly edits.
Social posts are exempt only when informational. Under Rule 7.05, social media is exempt if it does not expressly offer legal services and is mainly informational or educational. A Business Profile post that says "call us for a free consultation" is closer to an ad.
"No fee unless we win" needs its second half. State on the same page whether the client pays court costs and other expenses.
Trade names are allowed if they are not misleading, which was a change in the 2021 rules.
This is a summary, not legal advice. Read the current rule before you publish.
How do Texas legal markets differ?
Six Texas cities had more than 650,000 residents in 2020. Each is a separate market, hours apart by road.
- Houston. 2,304,580 residents. "Personal injury lawyer houston" gets about 4,900 searches a month in the United States and Ahrefs rates it 71 out of 100 for difficulty. A new firm should not start there. Start with a practice area and a part of the city.
- Dallas and Fort Worth. Two cities, two county seats. "Personal injury lawyer dallas" gets about 2,100 searches a month. Decide which side your office serves.
- San Antonio and Austin. 1,434,625 and 961,855 residents. Both are single-city markets where one office can reach most of the city on the map.
- El Paso. 678,815 residents, far from the other metros, with less agency attention.
Rule 7.02's primary practice location requirement fits how the map works: a firm ranks around its real office. Location pages should name that office.
What should a Texas firm check this month?
- Has your current home page been filed with the Advertising Review Committee?
- Does every ad and landing page name a responsible lawyer and the primary practice location?
- Do case results show the amount actually received where a verdict was reduced?
- Does every "Board Certified" line match a current certificate?
- Does your contingent fee language say who pays expenses?
The Local SEO program starts at $850/mo per location. It needs a verified Google Business Profile at a real physical address, at least 10 reviews, and a rating of 3.5 stars or better. See the Local SEO services page and the packages page. For the state as a whole, see local SEO in Texas.
Other search services for law firms
- Digital marketing for law firms: the hub for every service
- SEO for law firms: content, technical work and links beyond the map
- AEO | GEO for law firms: being named in AI answers
- SEO content for law firms: service, area and FAQ pages
These three are national pages. For the wider picture in this market, see SEO services in Texas.
Common questions about law firm SEO in Texas
Does a Texas law firm have to file its website with the State Bar?
Usually the home page. Rule 7.05 exempts website content from filing except the contents of the home page. Confirm with the State Bar or your ethics counsel.
What does it cost to file a lawyer ad in Texas?
The State Bar lists a $100 fee per submission. Filing is due no later than 10 days after the ad first runs.
Can a Texas firm use a trade name?
Yes, if it is not misleading. The rules that took effect July 1, 2021 permit trade names.
Can a Texas lawyer say "board certified"?
Only with a certificate from the Texas Board of Legal Specialization in that area of law.
How long does local SEO take for a Texas firm?
First map grid movement usually shows in 1 to 3 weeks. Reaching the top 3 on competitive terms takes 30 to 90 days, depending on reviews and nearby competition.
See where your firm ranks in your part of Texas
Request a meeting. It includes a free map grid audit for your main keyword, scanned from dozens of points around your address.