Advanced SEO Technique – Structured Data Markup for a Law Firm

Advanced SEO - adding structured data markup

In this article, I will share with you one of advanced search engine optimization techniques – adding structured data markup.  One of our clients is a prominent real estate law firm and, even though they have a good ranking on search engines, they wanted to improve their visibility and how they appeared on search results.  So after reviewing the site for improving visibility, the logical next step was to add structured data markup to their content.

If you want to know what structured data markup is, you can check out this blog post I published last month.  I’m going to skip the overview and jump right into how we added markup.

Type of Business

The first thing we did was to identify the type of business.  In this case, we identified the client as Attorney (  You can see from the below hierarchy how a local business can be identified as an attorney or law firm:

As you can see fro the page, the Attorney type inherits properties from LocalBusiness and Organization.  We provided as much information as we can using the available properties.  At a minimum, you should provide name, address, and telephone number.  More information you provide, higher the chance that Google will present your business to the right audience.

You can use the Organization or LocalBusiness content type but because all their properties are inherited to the Attorney content type, there is no reason to add Organization AND Attorney.  You can just specify the Attorney and provide properties of Organization.

Articles / Case studies

The client has been publishing a lot of case studies and we wanted to improve their visibility.  We used the Article ( content type to tag the case studies.  If you check out the page for Article, you will see various properties you can use to tag the content.  At a minimum, tag headline, description, date published, author, image, and publisher.

If you want to mark up blog posts, you can use BlogPosting (  Blog post would be a specific type of Article and you can see that it is a child of Article type in the below hierarchy:


You can mark up the site navigation using the SiteNavigationElement tag (  This tells search engines about your site navigation links.  Below is an example of how you would mark up the navigation.


Breadcrumb, along with Navigation, helps search engines understand how the content on your website is structured.  It’s a good widget to have on your website for site visitors as it shows them where they are in the hierarchy of site content.  If you have a simple website, it wouldn’t help much – but law firm we work with has almost 10,000 pages on their website.  Providing breadcrumb makes it easier for site visitors to navigate around the site.

Having breadcrumb can also help search engines as well.  That’s why, if you have breadcrumb on your website, you should mark it up using the breadcrumb type –

A typical breadcrumb on a site would look like this:


Above example could be tagged with below markup:

Navigation along with well-defined breadcrumb will get you more visibility by both search engines and users and give you following nice content breakdowns and navigation in search results.

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