How many pages does an injury site need?

Fewer than most agencies sell, and better ones. One strong page for each case type you actually want, in English and Spanish, plus city or county pages only where there is something true and local to say. Our SEO plan adds 2, 3 or 5 new pages a month, by the size of your market, in the order your case values suggest.

Should we publish our verdicts and settlements?

Only where your state's rules allow it, with the disclaimers they require, and with your attorney's approval. California presumes money references misleading in electronic ads, and many states require context for any result. Pages about how cases work usually earn more trust than a list of numbers.

Will SEO replace our ads?

Not soon. SEO builds slowly, and injury search is crowded. Most injury firms run both: ads bring signed cases this month while SEO builds the cases you won't pay for click by click. The Monday report shows both on separate lines.

How should we handle reviews from clients with open cases?

Ask every client the same way, at set moments, and never offer anything in return. When you reply, say nothing about anyone's case. The ABA's guidance on online criticism is clear that a reply can't reveal client information, and sometimes the right reply is none.

Personal injury · SEO and AI search

Personal injury SEO and AI search, in English and Spanish

Pages by crash and injury type, your Business Profile, reviews and AI answers, in English and Spanish, judged on signed injury cases from organic search.

Last reviewed October 24, 2026 by the Probative editorial team

Join the waitlist See every price

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.

Injury SEO is the work that puts your firm in front of people researching a crash, a claim or a lawyer, before and after they decide to call. We build pages by crash and injury type in English and Spanish, keep your Google Business Profile strong, and work on what AI answers read, then judge it all on signed injury cases from organic search.

How injury searches work now

The map results lead local searches. Google ranks them on relevance, distance and prominence, with reviews part of prominence, and says plainly that no one can pay for a better local ranking (Google).
AI answers sit on top. Google’s AI answers appear on 23.6% of legal searches (Ahrefs), and for local questions, the Google Business Profile is the top source AI answers cite, at 28.63% (BrightLocal).
Two kinds of searcher. “Truck accident lawyer near me” is someone ready to call. “What to do after a car accident in [state]” is someone who will call soon, if a page helps them first. A good injury site serves both.
Two languages. Google Search tries to match pages to the language of the searcher (Google), so a Spanish searcher sees Spanish pages first, if your firm has them.

The page plan for an injury firm

We build pages in the order your own case values and intake decisions suggest, not by search volume alone.

Page group	Examples	Why it matters
Crash types	Car, truck, motorcycle, rideshare, pedestrian, bicycle	Each has its own evidence, insurers and questions
Injury types	Brain injury, spinal injury, fractures, wrongful death	Higher-value cases often start with the injury, not the crash
Places and premises	Slip and fall, dog bites, unsafe property, negligent security	Liability turns on notice and ownership, so the page explains how
Work-related injuries	Injuries on the job where someone other than the employer may be at fault	Third-party claims sit beside workers’ comp, and many callers don’t know the difference
Process and money	How contingency fees work, what a case costs if it’s lost, how long cases take, what to bring	These pages answer the reasons people hesitate to call
Local pages	A county’s courts, its most dangerous roads, its hospitals’ records process	Only where there is something true and local to say
Spanish versions	The key pages above, written fresh	Spanish searchers meet Spanish pages and Spanish trust content

Google treats many near-identical pages made mainly to rank as spam (Google). That rules out the swap-the-city-name pages injury SEO is known for. Every page we write has something only that page says.

What makes an injury page worth reading

Answer first. “If you were hurt in a truck crash in [state], here is what usually happens next” beats three paragraphs about the firm.
Your state’s rules, current. Fault rules and deadlines change. Florida, for example, cut its general negligence deadline from four years to two in 2023 and barred recovery for a plaintiff more than 50% at fault (Florida Senate). Pages carry a “last reviewed” date and are updated when the law moves.
Fees explained plainly, with the cost statement your state requires.
No legal advice. Pages explain how things generally work and invite the reader to talk with a lawyer about their own situation.
Careful with money and injuries. California presumes money references and injury scenes misleading in electronic ads (§6158.1), and a firm’s own pages can count as advertising. We keep results and injury imagery out unless your state and your attorney allow them.
Approved and archived. Texas exempts website pages other than the homepage from filing, but they still follow its rules (State Bar of Texas). Your attorney approves every page, and we keep each approved version.

Your Business Profile and reviews

For injury firms, the profile is often the first thing a searcher sees, and the first thing an AI answer reads. We keep it accurate and complete, in your firm’s name: real categories, real hours, services described plainly, languages your team truly speaks, and photos of your real office.

Reviews come from asking every client the same way, at set moments, with no incentives and no selective asking. Replies follow the ABA’s guidance: say nothing about any client’s case (ABA Formal Opinion 496). More on local SEO.

AI answers for injury questions

We track how often AI answers name your firm for questions like “who is a good truck accident lawyer in [city],” “do I need a lawyer after a minor car accident in [state],” and their Spanish equivalents, on seven AI engines, with honest ranges. Spanish answers can name different firms than English ones, so we measure both. Then we fix what the answers read: your profile, the directories they cite, and pages that answer plainly. See AI search.

How we measure it in signed cases

Four organic lines in the Monday report: non-brand search, brand search, your Business Profile and AI assistants. Brand searches are never credited to SEO.
By page group, so you can see whether truck pages or Spanish pages start the visits that sign.
Tracked or self-reported, marked on every case, because organic visits carry no ad click ID.
Honest about timing. In one large study, only 1.74% of new pages reached Google’s top 10 within a year (Ahrefs). Expect 6 to 12 months before organic signed cases are large enough to read.

The paid side of injury marketing is on injury ads. The full practice overview is on personal injury.

Our two pillars for personal injury

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

Questions firms ask

How many pages does an injury site need?: Fewer than most agencies sell, and better ones. One strong page for each case type you actually want, in English and Spanish, plus city or county pages only where there is something true and local to say. Our SEO plan adds 2, 3 or 5 new pages a month, by the size of your market, in the order your case values suggest.
Should we publish our verdicts and settlements?: Only where your state's rules allow it, with the disclaimers they require, and with your attorney's approval. California presumes money references misleading in electronic ads, and many states require context for any result. Pages about how cases work usually earn more trust than a list of numbers.
Will SEO replace our ads?: Not soon. SEO builds slowly, and injury search is crowded. Most injury firms run both: ads bring signed cases this month while SEO builds the cases you won't pay for click by click. The Monday report shows both on separate lines.
How should we handle reviews from clients with open cases?: Ask every client the same way, at set moments, and never offer anything in return. When you reply, say nothing about anyone's case. The ABA's guidance on online criticism is clear that a reply can't reveal client information, and sometimes the right reply is none.

Sources

Ahrefs: AI Overviews appear on 23.6% of legal queries · Accessed October 23, 2026
BrightLocal: local AI visibility study (Google Business Profile is the top local source, 28.63%) · Accessed October 23, 2026
Google Business Profile Help: tips to improve your local ranking · Accessed October 24, 2026
Google Search Central: spam policies (scaled content abuse) · Accessed October 24, 2026
Google Search Central: managing multi-regional and multilingual sites · Accessed October 24, 2026
Ahrefs: how long it takes to rank (1.74% of new pages reach the top 10 within a year) · Accessed October 23, 2026
ABA Formal Opinion 496 (2021): responding to online criticism without revealing client information · Accessed October 24, 2026
Cal. Bus. & Prof. Code §6158.1 (money references and injury scenes presumed misleading in electronic ads) · Accessed October 23, 2026
State Bar of Texas: advertising rules (website pages other than the homepage are exempt from filing) · Accessed October 23, 2026
Florida Senate: HB 837 (2023) bill summary · Accessed October 23, 2026

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