Should our pages say whether someone has a case?

No. Pages explain the law and the signs worth talking to a lawyer about, then invite a conversation. Telling a reader they have a case is legal advice, and often wrong.

How fast must pages change when the law changes?

As fast as your attorney can approve the update. Employment law moves with new statutes, agency rules and court decisions, and every page carries a 'last reviewed' date so readers can see it is current.

Do defense firms need SEO?

Yes, differently. Employers search for guidance before they search for a lawyer. Accurate guides on new rules, deadlines and investigations bring in the business readers who later hire counsel.

Employment law · SEO and AI search

Employment law SEO and AI search: deadline-first pages for workers or employers

Deadline-first pages on firing, wages, discrimination and retaliation, employer guides for defense firms, and AI answers. Judged on signed cases.

Last reviewed October 24, 2026 by the Probative editorial team

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Flat, published fees; you pay the ad platforms directly.
Every account in your name; leave any month after 90 days.
Your attorney approves every ad, and we check your state’s rules during setup.

Employment-law SEO puts your firm in front of workers who think they were wronged, or employers who need help, at the point they start searching. Pages lead with deadlines and plain explanations, AI answers get accurate material to quote, and the result is judged on signed cases from organic search.

The page plan for worker-side firms

Page group	Examples	What each page leads with
Firing	Wrongful termination, firing after a complaint or injury, severance review	Whether the situation may be worth a call, and the deadline
Pay	Unpaid overtime, misclassification, final pay, tip and meal-break rules	What the law requires, and that fee-shifting laws can make smaller claims worth bringing
Discrimination and harassment	By protected trait, hostile workplace, pregnancy, disability accommodation	The EEOC deadline: generally 180 days, or 300 where a state or local agency enforces a similar law (EEOC)
Retaliation and whistleblowing	Retaliation after a complaint, safety reports, leave	What counts as retaliation, and what to save
Leave	Family and medical leave, military leave	Eligibility basics and what to document
Spanish versions	Pay and firing pages, written fresh	Plain explanations for Spanish-speaking workers

Wage pages can explain fee shifting plainly: under the Fair Labor Standards Act, a court must allow a reasonable attorney’s fee paid by the employer when workers win (29 U.S.C. §216(b)). That one fact answers the question many workers have: can I afford a lawyer?

The page plan for defense firms

Guides for employers on investigations, charge responses, wage audits, handbooks and new state rules, written for owners and HR leaders.
Original updates when a law or rule changes, dated and sourced, which earn links and citations.
Clear pages on how your firm works with businesses, including how matters are staffed and billed.

Writing rules

Deadlines and dates in the first lines, then the explanation.
No legal advice and no promises. Pages never tell a reader they have a case.
People-first, and current. Google asks that content be written to help readers, with clear authorship (Google). Every page carries a “last reviewed” date and is updated when the law changes.
No near-identical city pages. Google treats them as spam when made mainly to rank (Google).

AI answers for workers’ questions

Google’s AI answers appear on 23.6% of legal searches (Ahrefs), and employment questions are often rights questions: “can my boss fire me for complaining about overtime in [state].” We track how often AI answers name your firm, in English and Spanish, and give them accurate, quotable pages. See AI search.

How we measure it

Organic signed cases appear on four lines in the Monday report (non-brand, brand, Business Profile, AI assistants), by page group, with plaintiff and defense kept apart. Because screening is heavy, qualified leads from organic search are shown too.

The paid side is on employment law ads; the overview is on employment law.

Our two pillars for employment law

02 · Ads, search and social Employment law ads Google and Microsoft search, Local Services Ads, Meta, YouTube and ChatGPT, judged on signed cases.

Questions firms ask

Should our pages say whether someone has a case?: No. Pages explain the law and the signs worth talking to a lawyer about, then invite a conversation. Telling a reader they have a case is legal advice, and often wrong.
How fast must pages change when the law changes?: As fast as your attorney can approve the update. Employment law moves with new statutes, agency rules and court decisions, and every page carries a 'last reviewed' date so readers can see it is current.
Do defense firms need SEO?: Yes, differently. Employers search for guidance before they search for a lawyer. Accurate guides on new rules, deadlines and investigations bring in the business readers who later hire counsel.

Sources

EEOC: time limits for filing a charge (180 or 300 days) · Accessed October 23, 2026
29 U.S.C. §216(b) (Fair Labor Standards Act: attorney's fees) · Accessed October 24, 2026
Google Search Central: creating helpful, reliable, people-first content · Accessed October 24, 2026
Google Search Central: spam policies (scaled content abuse) · Accessed October 24, 2026
Ahrefs: AI Overviews appear on 23.6% of legal queries · Accessed October 23, 2026

Start with your own numbers.