Practice Area SEO
Employment Lawyer SEO — Two Audiences, Two Different Builds
Employment law SEO that splits the build by audience. Wrongful termination, wage & hour, discrimination — pillar, claim pages, geo, content.
Employment law SEO that splits the build by audience. Wrongful termination, wage & hour, discrimination — pillar, claim pages, geo, content.
Employee-side firms (wrongful termination, discrimination, harassment, wage and hour, retaliation) have a B2C search profile that looks much like PI — urgent, geographic, claim-specific. Employer-side firms (HR counseling, compliance, internal investigations, defense work) have a B2B search profile that looks much like a corporate boutique — research-led, comparison-heavy, longer cycles. The architecture, the content, and the reporting all have to match the audience.
Employment law splits cleanly into two audiences with two different search behaviors.
Pillar plus claim-type child pages: wrongful termination, sexual harassment, racial discrimination, age discrimination, disability discrimination, wage theft, unpaid overtime, retaliation, FMLA violation. Each is its own search pattern with its own statutory framework (Title VII, ADA, ADEA, FMLA, FLSA). State-specific procedural depth. Attorney bios with case results where state bar rules permit. Map pack matters. Reviews matter.
Pillar plus service-type child pages: employee handbook drafting, HR audits, internal investigations, employment-litigation defense, severance and separation, non-compete enforcement. The audience is HR directors and general counsel. Content depth and authority signals matter more than map-pack ranking; case studies (with client permission) and published thought-leadership content drive consults. Conversion is on RFP rather than direct call.
Some firms practice on both sides — usually a small partnership where the principals split the practice. The architecture in that case has to compartmentalize: separate site sections (or even separate sub-domains) for the two practices, separate GBP custom services, separate content streams. Mixing the two on a single site dilutes both topical fingerprints and confuses prospects.
Before a dollar is spent, you see exactly where your site leaks equity and which structural fixes compound.
Decision first. which audience or both.
Architecture. pillar plus claim-type or service-type child pages, separated cleanly if both audiences.
Local. GBP build sized to audience (heavier for employee-side, lighter for employer-side).
Content. claim explainers and right-to-sue guides for employee-side; HR-update articles and compliance guides for employer-side.
Reporting. cost-per-signed-case for employee-side; cost-per-RFP-and-cost-per-consult for employer-side.
See the same 30-point audit we ran on ourselves. Before a dollar is spent, you see exactly where your site leaks equity and which structural fixes compound. No vanity metrics, no obligation.