Hennessey Digital’s Branded Organic Search Traffic Study

America's Most Googled
Personal Injury Law Firms
Are You on the List?

We were curious which law firms perform the best in branded search...

As law firm SEO experts, we handle volumes of data that validate the value and importance of organic traffic for a brand, and understand the marketing that drives those queries. We also know that in the legal industry, competition is fierce, and dominating visibility in your market is crucial.

When you see a catchy phone number, tagline or "Injured in an accident?" in big bold letters on a billboard, bus or law firm ad, have you ever wondered about their effectiveness?

From out-of-home advertising to TV commercials, radio ads, and online ads, all of these advertising channels have an impact on a law firm’s branded search traffic.

Which made us curious - what firms have the most branded organic search traffic to their website? We crunched the numbers and have that answer for you.

Brand Recognition Search Brain

What Is Branded Search Traffic?

Branded search traffic refers to the organic traffic to your law firm’s website that comes from search queries on a search engine and includes the name of a business, company, or brand and are actively seeking out the business. If a website receives a significant amount of traffic from branded search, this indicates that consumers recognize it as a brand and are actively seeking out the business. (See more on our methodology below.)

These types of search queries usually signal brand recognition or trust. And when it comes to personal injury law, establishing recognition and trust with clients are key to attracting more leads.

The Significance of Branded Search for Law Firms

The law firms that top these lists do a great job of building their brands in consumers’ minds. Every branded search means that a consumer is specifically looking for that firm online, suggesting that the firm’s brand-building efforts are paying off.

Brand recognition

Brand recognition

A branded search indicates an individual is searching for a specific firm by name, highlighting awareness of the firm possibly by referral, reputation, or effective branding efforts.

Trust and credibility

Trust and credibility

When consumers do a branded search, it can demonstrate the credibility or trust the brand has established. This suggests the user believes that the firm can meet their legal needs.

Competitive advantage

Competitive advantage

A branded search means that a prospect isn’t looking for just any firm, but has a specific firm in mind. Competitors will have some catching up to do to win over that client.

Top 25 Law Firms with the Most Monthly Branded Search Traffic in the United States

As estimated by Semrush, September 2023

  • Morgan & Morgan 266,500
  • Ben Crump 53,200
  • Franklin Azar 42,500
  • Morris Bart 33,900
  • Kenneth Nugent 32,900
  • Jim Adler 24,200
  • Farah & Farah 22,400
  • Thomas J. Henry Law 22,000
  • Los Defensores 18,100
  • Dan Newlin 17,900
  • Dolan Law Firm 12,700
  • The Sam Bernstein Law 11,100
  • Sweet James 11,000
  • Mike Morse Law Firm 10,600
  • Lerner & Rowe 10,500
  • Rubenstein Law 10,300
  • Simmons & Fletcher 9,600
  • Alexander Shunnarah 9,600
  • Dimopoulos Injury Law 8,600
  • Malman Law 8,000
  • Jacoby & Meyers 7,800
  • The Barnes Firm 7,700
  • Gordon McKernan 7,500
  • La Liga Defensora 7,300
  • John Foy 7,300

Most Popular Personal Injury Law Firms in the 50 Biggest U.S. Markets

Law Firms with the Most Branded Search Traffic in
New York

  • Weitz & Luxenberg 5,100

  • Napoli Shkolnik PLLC 3,000

  • Parker Waichman 1,700

  • Shulman & Hill 1,600

  • Gair Gair Conason 961

Law Firms with the Most Monthly Branded Search Traffic in
Los Angeles

  • Los Defensores 18,100

  • Sweet James 11,000

  • Jacoby & Meyers 7,800

  • The Barnes Firm 7,700

  • La Liga Defensora 7,300

Law Firms with the Most Monthly Branded Search Traffic in
Chicago

  • Malman Law 8,000

  • Ankin Law 3,500

  • Phillips Law 3,200

  • Disparti Law 2,600

  • Pintas & Mullins 1,800

Law Firms with the Most Monthly Branded Search Traffic in
Philadelphia

  • Kline & Specter 6,600

  • Top Dog Law 3,300

  • Rand Spear 1,900

  • Simon & Simon 1,600

  • Lundy Law 1,600

Law Firms with the Most Monthly Branded Search Traffic in
Dallas/Fort Worth

  • Domingo Garcia 6,400

  • Godsey Martin 3,800

  • Uvalle Law Firm 2,500

  • Loncar Lyon Jenkins 2,400

  • Mullen & Mullen 2,200

Law Firms with the Most Monthly Branded Search Traffic in
Houston

  • Jim Adler 24,200

  • Simmons and Fletcher 9,600

  • Arnold & Itkin 6,300

  • Pusch & Nguyen 4,200

  • The Lanier Law Firm 1,800

Law Firms with the Most Monthly Branded Search Traffic in
Atlanta

  • Kenneth Nugent 32,900

  • John Foy 7,300

  • Monge & Associates 4,600

  • Bader Scott 3,300

  • Montlick & Associates 3,200

Law Firms with the Most Monthly Branded Search Traffic in
Boston

  • Sokolove Law 4,900

  • Jason Stone 1,600

  • Jeffrey Glassman 1,200

  • Lubin & Meyer 801

  • Michael Kelly & Associates 435

Law Firms with the Most Monthly Branded Search Traffic in
Baltimore/Washington D.C.

  • Mike Slocumb Law Firm 3,300

  • Saiontz & Kirk 2,200

  • Miller & Zois 1,900

  • Price Benowitz 1,700

  • Greenberg & Bederman 1,200

Law Firms with the Most Monthly Branded Search Traffic in
San Francisco

  • Dolan Law Firm 12,700

  • Berg Injury 1,500

  • Habbas & Associates 1,300

  • Walkup, Melodia,
    Kelly & Schoenberger
    687

  • Winer, Burritt & Scott 487

Law Firms with the Most Monthly Branded Search Traffic in
Phoenix

  • Lerner & Rowe 10,500

  • Rafi Law 5,100

  • Goldberg & Osborne 4,500

  • Alcock & Associates 3,700

  • Phillips Law Group 3,200

Law Firms with the Most Monthly Branded Search Traffic in
Seattle

  • Bernard Law Group 996

  • Puget Law Group 845

  • Dubin Law Group 661

  • Seattle Injury Law 442

  • Ladenburg Law 174

Law Firms with the Most Monthly Branded Search Traffic in
Tampa/St. Petersburg

  • Dolman Law 2,000

  • Winters & Yonker 1,900

  • Boohoff Law 1,000

  • Catania and Catania 1,000

  • Culpepper & Kurland 833

Law Firms with the Most Monthly Branded Search Traffic in
Detroit

  • Sam Bernstein 11,100

  • Mike Morse 10,600

  • Michigan Auto Law 1,200

  • Buckfire & Buckfire 1,100

  • McKeen & Associates 737

Law Firms with the Most Monthly Branded Search Traffic in
Minneapolis/St. Paul

  • Meshbesher & Spence 1,100

  • Jeff Anderson & Associates 1,100

  • Schwebel, Goetz & Sieben 917

  • TSR Injury Law 595

  • SiebenCarey 355

Law Firms with the Most Monthly Branded Search Traffic in
Denver

  • Franklin Azar 42,500

  • Ramos Law 6,700

  • Bachus & Schanker 5,400

  • Burg Simpson Eldredge
    Hersh & Jardine
    2,200

  • The Wilhite Law Firm 1,700

Law Firms with the Most Monthly Branded Search Traffic in
Orlando

  • Morgan & Morgan 266,500

  • Dan Newlin 17,900

  • Bogin, Munns & Munns 2,300

  • Pendas Law 1,800

  • The Umansky Law Firm 833

Law Firms with the Most Monthly Branded Search Traffic in
Miami/Fort Lauderdale/
West Palm Beach

  • Rubenstein Law 10,300

  • Steinger, Greene & Feiner 4,100

  • Anidjar & Levine 3,500

  • Gordon & Partners 1,900

  • Searcy Denney 1,400

Law Firms with the Most Monthly Branded Search Traffic in
Cleveland/Akron

  • The Law Offices of Tim Misny 7,200

  • Kisling, Nestico & Redick 5,000

  • Elk & Elk 3,800

  • Amourgis & Associates 736

  • Nurenberg, Paris, Heller
    & McCarthy
    421

Law Firms with the Most Monthly Branded Search Traffic in
Sacramento/Stockton/Modesto

  • Phoong Law Corp 2,200

  • Demas Law Group 596

  • Dreyer Babich Buccola 530

  • Arnold Law Firm 520

  • Curtis Legal Group 503

Law Firms with the Most Monthly Branded Search Traffic in
Charlotte

  • DeMayo Law Offices 3,200

  • Shane Smith 1,200

  • Jetton & Meredith 990

  • Ted A. Greve & Associates 541

  • Rosensteel Fleishman 426

Law Firms with the Most Monthly Branded Search Traffic in
Raleigh/Durham

  • James Scott Farrin 5,100

  • Riddle & Brantley 5,000

  • Whitley Law Firm 1,300

  • Vasquez Law Firm 1,200

  • Hardison & Cochran 786

Law Firms with the Most Monthly Branded Search Traffic in
Portland

  • Warren Allen 357

  • D’Amore Law Group 243

  • Swanson, Lathen, Prestwich 123

  • Mayor Law 121

  • Thomas, Coon, Newton & Frost 107

Law Firms with the Most Monthly Branded Search Traffic in
St. Louis

  • Brown & Crouppen 4,000

  • OnderLaw 3,800

  • Brown & Brown 1,300

  • Goldblatt + Singer 1,100

  • Burger Law 766

Law Firms with the Most Monthly Branded Search Traffic in
Indianapolis

  • Keller & Keller 2,600

  • Blackburn Romey 1,300

  • Hankey Marks & Crider 1,300

  • Wagner Reese 492

  • Yosha Cook & Tisch 350

Law Firms with the Most Monthly Branded Search Traffic in
Pittsburgh

  • Edgar Snyder & Associates 3,400

  • Berger and Green 1,600

  • Chaffin Luhana 1,500

  • Shenderovich, Shenderovich
    & Fishman
    1,300

  • Bordas & Bordas 890

Law Firms with the Most Monthly Branded Search Traffic in
Nashville

  • Bart Durham Injury Law 3,000

  • Ponce Law 1,300

  • Rocky McElhaney Law Firm 803

  • John Day 393

  • Raybin & Weissman 351

Law Firms with the Most Monthly Branded Search Traffic in
Salt Lake City

  • Siegfried & Jensen 6,000

  • Craig Swapp 4,800

  • Robert J. DeBry 976

  • The Advocates 367

  • Feller & Wendt 352

Law Firms with the Most Monthly Branded Search Traffic in
San Diego

  • The Gomez Firm 2,800

  • King Aminpour 1,700

  • Singleton Schreiber 1,100

  • Jurewitz Law Group 640

  • CaseyGerry 357

Law Firms with the Most Monthly Branded Search Traffic in
San Antonio

  • Davis Law Firm 3,200

  • Khattar Law 2,200

  • Wayne Wright 2,000

  • Ketterman Rowland
    & Westlund
    1,800

  • Gamez Law 1,400

Law Firms with the Most Monthly Branded Search Traffic in
Columbus

  • Schiff & Associates 563

  • Malek & Malek 272

  • GBM Law 263

  • Koffel, Brininger,
    and Nesbitt
    259

  • The Fitch Law Firm 220

Law Firms with the Most Monthly Branded Search Traffic in
Kansas City

  • DiPasquale Moore 5,100

  • Brad Bradshaw 3,800

  • Edelman & Thompson 1,000

  • Kansas City Accident
    Injury Attorneys
    322

  • Schmitt Law Firm 215

Law Firms with the Most Monthly Branded Search Traffic in
Hartford/New Haven

  • Goff Law Group 3,800

  • Carter Mario 2,600

  • The Flood Law Firm 1,300

  • Trantolo & Trantolo 1,100

  • Haymond Law Firm 845

Law Firms with the Most Monthly Branded Search Traffic in
Austin

  • Zinda Law Group 2,900

  • DC Law 1,500

  • Lorenz & Lorenz 1,100

  • Cofer & Connelly 771

  • Bonilla Law Firm 580

Law Firms with the Most Monthly Branded Search Traffic in
Cincinnati

  • O'Connor, Acciani & Levy 2,500

  • Law Offices of Blake R. Maislin 1,600

  • Rittgers Rittgers & Nakajima 992

  • Lawrence & Associates 544

  • Gregory S. Young 290

Law Firms with the Most Monthly Branded Search Traffic in
Greenville/Spartanburg/Asheville

  • Shelly Leeke Law Firm 2,800

  • HawkLaw 1,400

  • Lanier Law Group 1,100

  • Clardy Law Firm 928

  • David W. Martin 840

Law Firms with the Most Monthly Branded Search Traffic in
Milwaukee

  • Gruber Law 3,400

  • Hupy & Abraham 2,200

  • Habush Habush & Rottier 1,700

  • Groth Law 449

  • Pitman, Kalkhoff, Sicula
    & Dentice
    388

Law Firms with the Most Monthly Branded Search Traffic in
Las Vegas

  • Dimopoulos Injury Law 8,600

  • Richard Harris Law Firm 3,300

  • Naqvi Injury Law 3,000

  • De Castroverde Law Group 2,700

  • Shook & Stone 2,100

Law Firms with the Most Monthly Branded Search Traffic in
Tallahassee/Jacksonville

  • Ben Crump 53,200

  • Farah & Farah 22,400

  • Harell & Harell 2,200

  • Fasig Brooks 975

  • Scott & Wallace 475

Law Firms with the Most Monthly Branded Search Traffic in
Grand Rapids/Kalamazoo/
Battle Creek

  • Miller Johnson 1,900

  • Willis Law 447

  • Sommers Schwartz 416

  • Giroux Pappas Trial
    Attorneys
    223

  • Conybeare 192

Law Firms with the Most Monthly Branded Search Traffic in
Harrisburg/Lancaster/Lebanon/York

  • Metzger Wickersham 515

  • Handler, Henning
    & Rosenberg
    450

  • Freeburn & Hamilton 421

  • Marzzacco Niven and
    Associates
    397

  • KBG Injury Law 353

Law Firms with the Most Monthly Branded Search Traffic in
Norfolk/Portsmouth/
Newport News

  • Rutter Mills 2,300

  • Huffman & Huffman 1,900

  • Kalfus & Nachman 1,300

  • The Decker Law Firm 1,300

  • Cooper Hurley Injury Lawyers 967

Law Firms with the Most Monthly Branded Search Traffic in
Birmingham

  • Alexander Shunnarah 9,600

  • Wettermark Keith 3,600

  • Cory Watson 1,300

  • Serious Injury Law
    Group
    1,100

  • Pitts & Zanaty 559

Law Firms with the Most Monthly Branded Search Traffic in
Oklahoma City

  • Parrish DeVaughn 1,200

  • McIntyre Law 858

  • Dan Davis Law 667

  • Cain Law Office 566

  • Lawter & Associates 356

Law Firms with the Most Monthly Branded Search Traffic in
Greensboro/High Point/
Winston/Salem

  • CR Legal Team 2,000

  • Deuterman Law Group 1,000

  • Daggett Shuler 757

  • Garrett, Walker, Aycoth,
    & Olson
    672

  • R. Steve Bowden & Associates 522

Law Firms with the Most Monthly Branded Search Traffic in
Louisville

  • Isaacs & Isaacs 4,200

  • Sam Aguiar 776

  • Karl Truman Law Office 546

  • Thomas Law Offices 442

  • O’Bryan Law Offices 419

Law Firms with the Most Monthly Branded Search Traffic in
Albuquerque/Santa Fe

  • Parnall Law 1,800

  • Ron Bell Injury Lawyers 1,500

  • Whitener Law Firm 404

  • IBF Law Group 285

  • Will Ferguson & Associates 282

Law Firms with the Most Monthly Branded Search Traffic in
New Orleans

  • Morris Bart 33,900

  • Gordon McKernan 7,500

  • Dudley DeBosier 3,600

  • Womac Law Firm 936

  • Egenberg Trial Lawyers 600

Law Firms with the Most Monthly Branded Search Traffic in
Providence/New Bedford

  • Rob Levine 3,600

  • Bottaro Law 1,100

  • Marasco & Nesselbush 810

  • Law Offices of
    Ronald J. Resmini
    655

  • d'Oliveira & Associates 460

Law Firms with the Most Monthly Branded Search Traffic in
Memphis

  • Nahon, Saharovich & Trotz 2,600

  • Reaves Law Firm 2,300

  • Ballin, Ballin & Fishman 1,800

  • Chiozza Law Firm 719

  • Gatti, Keltner,
    Bienvenu & Montesi
    695

How Your Law Firm Can
Capitalize on Branded Search

Generate more branded queries

Don’t just hope that consumers find your law firm’s site when searching for “car accident lawyer” in your market. Encourage them to come find you with your multi-channel marketing. Increase your visibility by leveraging your firm’s wins, honors or staff; implementing digital PR campaigns; getting involved in your community; or doing sponsorships or targeted media buys. The more visibility your brand has, the more your law firm will be top of mind - and the more queries you'll receive - when someone needs your service.

Optimize your legal website with branded terms to increase organic branded search traffic

Do your URL structure, title tags, and website copy include your branded terms? What other keyphrases are people using when searching with your branded terms? If your firm’s name is “The Smith Firm” but your billboards refer to you as “The Bulldog,” make sure that potential clients (and search engines!) can easily relate and connect your law firm's alternative branding. SEO for law firms is a valuable way to get more pages on your site ranking higher on Google and to convert these lower-funnel queries into leads.

Run a branded paid search campaign for your law firm

This research would be amiss if we didn’t talk about why a branded paid search campaign is a must for your law firm. Branded paid search bolsters your visibility when someone does a branded search for your firm. These PPC campaigns are a good way to protect your firm’s name and reputation because you have greater control over how your branding and message appear. If one of your attorneys gains recognition in your area, you can put this to work by incorporating their name alongside your firm’s name in your ad copy. This will leverage both your firm and their newfound popularity for increased visibility and credibility. Having both a branded PPC ad and an organic listing on the first page of the SERP gives you a competitive advantage.

Make use of remarketing for the legal industry

If you’ve already managed to bring someone to your site, remarketing ads offer a cost-efficient strategy to stay top-of-mind with prospects and reinforce your brand. Even if a prospect didn't reach out during their initial visit, remarketing allows you to reintroduce yourself and increase the chances of them conducting a branded search for your firm.

Make Local SEO a part of your law firm's digital marketing strategy

Thinking beyond your primary location is a valuable way to capture branded search traffic. Our research reveals if a firm is dominating their core market with branded search traffic, they’re likely to dominate branded traffic in each of the locations they have offices in. This suggests that a law firm’s ability to reach their target audience and build strong brand recognition is possible beyond their primary location with a robust Local SEO and content strategy.

Methodology

For this study, we analyzed the estimated branded search traffic from a sample of more than 15,000 law firm websites as measured by the SEO tool Semrush. The data reflects the monthly estimated branded search traffic for September 2023. The list included top personal injury law firms by DMA and firms in other practice areas selected to provide a comprehensive view of the overall competitive landscape for lawyers. Firms were ranked only if their headquarters are based in the cities listed in the study.

Methodology Branded Traffic

Authors & Research Design Team

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