Consistency: The Most Underrated SEO Factor for Law Firms

02 Dec, 2025 Organic SEO Strategies

For over a decade, Google’s John Mueller has emphasized one simple but powerful piece of SEO advice: consistency is key. In 2025, he reinforced this again, posting on Bluesky: “Consistency is the biggest technical SEO factor.”

While it may sound basic, consistency is one of the most overlooked factors in a law firm’s website performance.

Why Consistency Matters in Law Firm SEO

Search engines rely on signals from your website to understand what your pages are about, how they connect, and how trustworthy they are. When those signals are inconsistent, it creates confusion, and that can lead to lower rankings or missed visibility.

Here’s how inconsistency can quietly sabotage your website:

  • Mixed internal links (e.g., linking to a Miami page from a page that is targeting Tampa)
  • Conflicting canonical tags that tell Google the wrong version of a page
  • Structured data that doesn’t match your actual content
  • Navigation inconsistencies across different page templates
  • Duplicate or conflicting content between practice area pages and blog posts

All of these issues erode your site’s clarity and authority in Google’s eyes.

What Law Firms Should Do

Whether you’re running a solo firm or managing a multi-location practice, here’s how to apply consistency across your site:

  • Use consistent URLs across navigation, internal links, and sitemaps
  • Match canonical tags to the primary version of each page
  • Maintain content alignment across blogs, practice areas, and FAQs
  • Keep design and layout uniform so Google (and users) don’t feel disoriented

Consistency may not sound flashy, but it’s foundational. As John Mueller continues to reinforce, technical SEO doesn’t need to be overly complex; just make sure everything lines up across your site. For law firms, this can mean the difference between ranking on page one or being buried in search results.

Need Help Auditing Your Law Firm’s Seo For Consistency?

At BluShark Digital, our team can identify and fix gaps in your site’s structure, content, and technical setup to help you rank stronger and more reliably. Reach out to learn more about how we can help.

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