What’s This All About?
If you’re a business lawyer, chances are you want more leads from Google. But SEO seems complicated. You might have heard:
“You need 100 pages of content to rank!” “You need a blog post for every keyword!”
That used to be (somewhat) true. But now, thanks to a Google update called Passage Ranking, you can get traffic by simply answering the right questions—inside a single well-written page. That also helps ranks on the AI overview results
Let’s break it down.
What is passage ranking?
Passage ranking means Google can rank a specific section (also known as a passage) of your content, not just the entire page.
Instead of needing a separate blog post for
- “Do I need a lawyer for a partnership agreement?”
- “How much does a business lawyer cost in Ontario?”
- “Can I write my own contract?”
You can answer all those questions on one page, and Google might still show your answer in search results.
How This Helps Business Lawyers
Let’s say you’re a business lawyer in Toronto.
You create a page titled:
“Business Contracts in Ontario: What Every Startup Needs to Know”
Inside the page, you answer questions like:
- What is a business contract?
- Do you need a lawyer to review contracts?
- Can I write my own agreement?
- What if someone breaks the contract?
Each of these sections gives you a chance to show up in Google — even if the page isn’t ranking #1 overall.
Example: How Google Might Show Your Page
Let’s say someone searches:
“Can I write my own business contract in Ontario?”
Your full article is about contracts in general, but one section answers that question directly. Google may show just that section in the results, even if you’re not ranking first for the main keyword.
That’s passage ranking in action.
✍️ How to Write Pages That Work with Passage Ranking
Here’s a step-by-step guide for business lawyers:
✅ 1. Choose a Broad Topic
Pick a topic that includes multiple questions your audience asks.
Example: “Legal Guide for Startups in Toronto” “Business Contracts: What to Know Before You Sign” “Hiring vs. Incorporating: Legal Tips for Small Business Owners”
✅ 2. Break Your Page Into Clear Sections
Use headings like:
- Do I need a business lawyer to start a company?
- What legal documents does a startup need?
- How much do business lawyers charge in Ontario?
- What’s the difference between a partnership and incorporation?
Each heading gives Google a passage to index.
✅ 3. Answer Clearly and Simply
Google loves direct, simple answers.
❓ Can I write my own contract? ✅ Yes, you can — but it may not protect you fully. A lawyer ensures it’s enforceable and covers the legal risks.
Aim for 40–80 words in your answers.
✅ 4. Use Local Keywords Naturally
Examples:
- “In Toronto”
- “Ontario business law”
- “Ontario small business lawyer”
This helps Google know where you work and who you help.
✅ 5. Add FAQs to Every Page
FAQs are gold for passage ranking.
Add questions like:
- What does a business lawyer do?
- When should I hire a lawyer?
- What’s the difference between a contract and an agreement?
You can even use real client questions.
Why This Strategy Works So Well
You don’t need to compete for “business lawyer Toronto” right away.
Instead, rank for low-competition, specific queries, like:
- “Do I need a lawyer to register a business?”
- “Best legal structure for consultants in Ontario”
- “Contract templates vs. real lawyer review”
Over time, Google sees you as a topical authority, and your main pages also start ranking better.
How It All Connects
Think of your content like this:
- Document ranking (your full page)
- Passage ranking (each section of that page)
- Citation in AI answers (Google’s AI tools like AI Overviews)
Each part feeds the next.
The better your passages → the more your full document ranks → the more likely AI tools will cite you.
Results You Can Expect
- More impressions and clicks for long-tail queries
- Better Google visibility without 100 blog posts
- Increased leads from people searching niche legal questions
- Future-proof SEO that works with AI-powered results
Bonus: Sample Outline for Business Lawyer SEO Page
Title: Business Contracts in Ontario: What You Need to Know
- H1: Business Contracts in Ontario
- H2: What is a Business Contract?
- H2: Why You Need a Business Lawyer
- H2: Can I Write My Own Business Agreement?
- H2: How Much Does a Business Lawyer Cost in Toronto?
- H2: What Happens if Someone Breaks the Contract?
- H2: How to Choose the Right Lawyer
- H3 (FAQ): Do I need a lawyer to start a company?
- H3 (FAQ): Are online templates legally valid?
- H3 (FAQ): What makes a contract enforceable?
Final Words
Passage Ranking is your shortcut to SEO success—especially if you’re a solo lawyer or small firm with limited time and resources.
✅ You don’t need to outwrite huge firms.
✅ You need to structure your content smartly and answer real client questions.
Want help mapping out your passage-optimized SEO plan for your law firm? Just let me know and I’ll build a free content structure for you.