Local SEO For Law Firms

Local SEO has the potential to attract an influx of dream clients to your law firm. With 46% of all Google searches centered around seeking local businesses and information, a local SEO strategy that’s done right can boost your online visibility to new heights.

SEO: Understanding the Basics

You don’t have to be a digital marketing expert to appreciate the value of SEO. An abbreviation for search engine optimization, SEO is the practice of building and updating websites to ensure that they show up prominently on Google and the other search engines (Yahoo, Bing, etc.).

In short, when your law firm’s website is at the top of the search engines, you get more clicks, more calls, and more clients.

At Legal Marketing Strategy Pros, we are SEO experts and have been working with attorneys for more than 15 years. Throughout this time, we have stayed on the cutting edge of what is most effective for modern law firms competing in a world that requires having a robust online presence.

When you work with Legal Marketing Strategy Pros, you can focus on what you do best, and we’ll take of your digital marketing.

Why Local SEO Is Important

Being at the top of the search engines for visitors that are searching for local businesses is vital to edge out the competition and bring in new business. Consider the following:

“Near me” searches are up to 150% compared to other local search queries without this phrase.74% of mobile Internet users call the local business they found online the same day.The Google Map Pack gets between 44% and 61% of total clicks, and searchers demonstrate high intent.


Source: https://www.thinkwithgoogle.com/_qs/documents/914/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf

6 Essential Benefits of Local SEO for Lawyers

As more law firms turn to digital marketing strategies, it’s vital that your firm stays on the offensive. Local SEO for lawyers is both an art and a science, and not every firm that hangs a shingle on its door will be able to deliver results.

Finding the right local SEO agency helps you rise to the top. When law firms work with us, they get the following benefits:

1. Effective Lead Generation

If you want people to visit your website, call your firm, and ultimately become clients, they first have to know that you exist and that you provide relevant legal advice and services. An effective law firm search engine optimization strategy naturally pushes your website to the top of the search engine results pages for keywords that are most relevant to your area(s) of practice.

As your firm’s online presence becomes more prominent, the result will be more traffic and leads.

2. Long-lasting Results

Local SEO is a longer-term strategy, and the results can accumulate over time. Google’s goal is to provide its users with a positive experience, and that means displaying websites on the first page that match a user’s search intent.

Local Search Results For Bankruptcy Related Querry

There are a lot of ranking factors that Google considers, including how long your website has been in existence, how many other websites link to it, and the actions that visitors take on your page. As you continue to implement SEO best practices, Google, in turn, will rank you favorably, and you could even see performance steadily improve.

3. Elevated Content

Having well-written, accurate, and helpful content is an essential ranking component for a successful law firm local SEO strategy. And, it turns out that adding great content to your site not only helps with local SEO, but can also help with your branding, credibility, and conversions.

Legal SEO is about more than stuffing keywords onto a page and hoping that your site ranks. Instead, we take an intentional, strategic approach to helping law firms create content that is effective for both SEO purposes and your law firm.

4. Brand Awareness

It’s a logical result that as your law firm’s website climbs the ranks of the search engines, your brand name will become more well-known in your local community. As potential clients search for help in your practice area, they’ll be directed to informational pages about your firm, staff, and location.

Even if a prospect is still in the research or comparison stage, a site that has been well-situated for local SEO will experience greater visibility, leaving a favorable impression in the minds of Internet searchers. The increased level of impressions and potential touchpoints can lead to a greater number of people knowing about your firm.

5. Trust and Credibility

When people hire an attorney, they want to know they’re getting a lawyer (or team) who knows their stuff. By showing up at the top of Google for your relevant practice areas and services, you are already making a favorable first impression. After all, if your firm wasn’t good, Google wouldn’t let you hang out on the first page, right?

Further, a significant part of the equation for success in local SEO for attorneys is having a healthy number of positive reviews. As part of your lawyer SEO strategy, we work to ensure you get as many reviews as possible in the following areas (where applicable):

  • Website
  • GBP (Google Business Profile)
  • Yelp
  • Facebook
  • Legal directories (Best Lawyers, Justia, Super Lawyers, etc.)

Positive reviews can also have a cumulative effect. As you collect more favorable reviews, you’ll attract more qualified potential clients to your practice.

6. Relationship Building

When deciding how to rank a law firm, Google heavily considers the content and usability of your website. By working with Legal Marketing Strategy Pros to ensure your site works well, is easy to navigate, and has the required information, you’ll accelerate your climb to the top of Google and delight your clients with a website that’s a pleasure to use.

Local SEO Checklist

Whether you take a DIY approach, hire another digital marketing agency, or choose the best route and work with us, there is a set of best practices that will help you achieve your objective of reaching the top of local search.

  1. A Local SEO Audit: Before you can begin improving your site’s rankings, you have to understand where you currently are. An audit reveals opportunities for improvement and maps the competitive landscape.
  2. Register with Google My Business: If you’ve already registered, the next step will be optimizing your GMB profile to maximize search.
  3. Optimize keywords for local search intent: We used advanced keyword research tools to ensure that you’re focusing on the right keywords. We are also masters at weaving these keywords seamlessly into your site to avoid awkward phrasing and clunky content.
  4. Add location references to key parts of your site: This includes title tags, headlines, body copy, and the meta description. In some cases, we may also add location-specific URLs.
  5. Submit your site to relevant directories: Directories give you a big bang for your buck. Because directories show up high in local searches, you can dominate the first page of Google by being listed in directories and having high positions on the Google search results pages.
  6. Request online reviews: Your law firm reviews are a significant ranking factor, but that’s not the only reason you should get as many positive reviews as possible. According to Google, high-quality, positive reviews also lead to more traffic, trust, and conversions.
  7. Leverage the power of schema: Schema code powers search results with extra information like star ratings, pricing, review details, and even legal definitions. Without getting too technical, there’s also a geographic schema that adds graphical details on your business.
  8. Build backlinks: Google prefers to point its users to websites that it knows are the real deal. A key indicator that a website is relevant and provides valuable information is when other authoritative sites link to it. A backlink strategy involves doing outreach and engaging in other proprietary tactics to get authoritative backlinks to your law firm’s website.
  9. Create high-quality content with a local intent: It’s not uncommon for people to engage in an online search when they’re seeking out an attorney. As potential clients are looking for someone they can trust, they will gravitate toward well-written content that answers their top-of-mind questions. A successful local SEO strategy will provide this content in a way that incorporates local keywords.
  10. Get local press coverage: Press coverage can be incredibly valuable in gaining exposure and getting those backlinks mentioned earlier! As a side benefit, you’ll also become the go-to expert in your practice area if you participate as a regular contributor.
  11. Maximize mobile device friendliness: More than 62% of all website traffic comes from mobile devices, so it’s essential to ensure that your site looks great and functions optimally on mobile devices.
Seo Checklist

Tips to Boost Local SEO

Optimize Your GMB

A well-optimized Google My Business profile is very likely to result in high local search rankings.

To optimize this profile, we recommend the following:

  • Claim your profile (including all locations if your law firm has more than one office)
  • Complete every section of your account (the more info, the better!)
  • Triple-check how your contact information is listed and be consistent across all website mentions of your law firm
  • Be thorough in your business description
  • Publish posts and photos weekly
  • Answer questions that get submitted
  • Solicit and respond to reviews
  • Set up messaging
  • Keep your profile up to date

Aim for the Local Map Pack

Optimizing your GMB profile is one of the best ways to ensure you achieve one of the coveted top spots of the Google Map 3-Pack.

In addition to optimizing your GMB profile, setting up your website for local search intent will also put you in a better, more prominent position.

Remember, the Local Map Pack is for people looking for businesses near them that offer the product or services they’re looking for.

When your website and Internet presence matches a searcher’s intent, you’re more likely to earn the top spot on the Map.

Collect Positive Reviews

You already know the importance of word-of-mouth marketing. In today’s digital world, reviews have become one of the most common ways people “spread the word” about a business, including law firms.

One of the most effective ways to get reviews is simply to ask, but Legal Marketing Strategy Pros also has automated tools that help you collect reviews while you sleep.

We also have powerful reputation management tools that can sometimes help you avoid getting a negative review while turning that client into a raving fan. Be sure to ask us about it on our discovery call!


Maximize Directory Listings

Don’t underestimate the power of having your law firm listed in as many relevant directories as possible.

Directories are well-optimized for Google search results and often dominate the first page of organic search results.

Being well-represented in directory listings not only helps with a backlink strategy, it can also serve as a lucrative lead generation channel.

Local SEO vs. Online Advertising

Local SEO is not necessarily a substitute for online advertising. Indeed, these two strategies can complement and build upon each other. Imagine a scenario where your Google PPC (pay-per-click) ad is at the tip-top of a Google search results page, your business shows up on the Google Map 3-Pack, and your website is among the top of the organic search results. Now, that would result in a lot of new business!

But, these two strategies are very different! Local SEO reflects a longer-term play where success breeds success. Online advertising, however, is very transactional. You control (within reason) how many clicks come to your website based on how much money you spend. You can begin getting clicks within hours of launching an ad, but when you turn off the faucet, the traffic trickles to a stop.

With local SEO, you might have to wait a few months to see the traffic floodgates open, but all of that hard work will continue to reap the rewards as you are likely to maintain your position, especially if you keep working on winning strategies.

Why Choose Legal Marketing Strategy Pros?

You shouldn’t trust just anyone with your law firm’s digital presence and online marketing success. At Legal Marketing Strategy Pros, we work exclusively in the legal community, providing comprehensive digital marketing and SEO services for lawyers.

Our clients choose us because:

  • We have over 15 years of experience in digital marketing for attorneys
  • We provide both comprehensive and a la carte digital marketing services
  • Our founder is a licensed attorney, so he understands the intricacies of the law industry and what you can (and cannot) say in your marketing
  • We only serve one client per legal market, so you get exclusivity
  • We provide a 30-day guarantee, so there’s no risk in getting started with us

Get Your Law Firm to the Top of the Search Engines

If you’re not absolutely ecstatic about where your law firm ranks in Google search results, contact Legal Marketing Strategy Pros for help. The longer you wait to leverage the power of local SEO, the more of an edge your competitors will gain.

You’ve already taken an important first step in getting your law firm to the top – you got to the bottom of this page. The next step is to contact us for a complimentary discovery call to see what we can do for you. Please select a time on our calendar, and we’ll dive right in.


Why is local seo important for law firms?

Most law firms focus on serving clients in a local area, and the competition is fierce. To avoid being relegated to the bottom of Google, never to be found by clients that desperately need your help, a winning local SEO strategy is vital.

Further, by implementing local SEO best practices, you will naturally make your site better and elevate the user experience. This result often leads to more leads and conversions.

Is local SEO free?

Unlike advertising, where you have to pay for clicks or impressions, there is no fee for showing up in organic search results. There are also free tools you can use to help you on your local SEO journey, like some keyword research tools.

For maximum effectiveness in the local SEO arena, however, we recommend contracting with a professional to ensure you get the best results. Investing in local SEO will pay you back several times over and continue to pay dividends.

What is the best way to do local SEO for law firms?

Local SEO contains several elements, and every business is different. In general, we recommend the following tactics:

  • Create and optimize your Google My Business (GMB) profile
  • Get reviews
  • Engage with your audience on social media
  • Optimize your website for keywords, content, and mobile usage
  • Get listed on directories
  • Solicit press coverage
  • Consider leveraging Google’s screened results (requires running Local Service Ads)
How long does local SEO take before results show?

The short answer is that it depends, but law firms can begin to see results in relatively brief timeframes – often within four to eight weeks. In general, however, the best, most long-lasting results occur within three to six months.


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