Local SEO For Lawyers – A Guide To Ranking in Search Engines

With 70% of local searches using the query, “near me”, your law firm needs to appear in the organic search results. Local SEO for lawyers is the best way to do that because people in need of legal services will first conduct an online search to find help near them and right away. Google knows this and emphasizes on where you’re located and who you serve in the search engine rankings. For this reason, a law firm’s SEO strategy is vital to promote a law firm website to a local target audience.

Opening hours
Monday – Friday 8 am – 5 pm

Utilizing local SEO for lawyers is a surefire way to promote your brand and reach a wider target audience. Cultivating an engaging web presence is a mandatory part of growing your law firm in the modern era. Failure to do so will only hold you back, allowing your competitors to edge past you.

Optimized SEO for law firms will allow your firm to start appearing higher in Google searches, allowing thousands of potential clients to find your site when they need your legal services the most.

Curious about the best way to use SEO to bring your law firm into the 21st century? Reach out to our friendly team at Legal Marketing Strategy Pros today for help crafting your online presence. We offer SEO for lawyers that will put you back on the map.

Law Firm Local SEO

Failing to specify a category is one of the most common search engine optimization faux pas. If your law firm deals with personal injury law, you need to market yourself as a “personal injury firm” rather than just a “law firm.” You can accomplish this to some degree with your site’s title tag—your headline on Google. Make sure the title tag is brief and descriptive, detailing your services in less than 60 characters if possible.

local search results for bankruptcy related querry

Factors Influencing Local SEO For Lawyers

Google uses a specific list of categories to rank local law firms in search results. The primary ranking factors include prominence, distance, and relevance.

  • Prominence refers to how well known your law firm is. If your law firm is well known offline—for example, if you have multiple locations and a long-standing reputation—Google will try to reflect that in search results. Likewise, prominence derives from how many other articles and references exist online linking back to your site. Of course, standard SEO rules apply, as the better optimized your site is, the more likely people will see you. Litter the web with blog post references and external links, and you will be well on your way to greater reach.
  • Distance measures how far you are from searchers. Most people search with location services on, meaning anyone looking for a law firm in the general location will see yours at the top of the list—if your local SEO is on-point and Google knows where you are.
  • Relevance relates to how well a local Business Profile lines up with what someone has searched. Adding thorough business information about your firm will allow Google to understand your business better, matching you to relevant searches.

Playing toward all these factors is an easy way to increase your search traffic drastically. 

Google Business Profile Optimization

The easiest way to increase your Google My Business (GMB) is by interacting with customer reviews and testimonials. When you reply to a review, it humanizes your firm, making it look responsive. This point is especially true for SEO for lawyers, as law firms can easily appear dry and impersonal.

Additionally, reviews double as content. If someone mentions critical words like “law firm” or “attorney,” that can improve your GMB page’s ranking. Likewise, responding to a review notifies the review leaver, keeping you in front of their mind whenever they look for legal help again.

Content Marketing For Law Firm SEO

Content marketing takes all shapes and sizes, and knowing how to use SEO for lawyers can catapult your firm to the top of any local search. If you need help developing a comprehensive marketing plan, contact our specialists at Legal Marketing Strategy Pros today. Our experts can design a custom strategy that will get your firm moving in the right direction.

GMB heatmap for chapter 7 attorney

Search Engine Optimization for a Law Firm’s Website

In addition to the many link building and signal generation strategies that influence a law firm’s website on the search engine results pages, there are several on site SEO techniques that can help a website rank higher in a Google search.

One of the most important factors for on-page optimization is writing high quality content on web pages. The text must be well written and keyword rich, but not so dense with keywords that it becomes difficult to read. For this reason, it is critical to start any SEO marketing initiative with proper keyword research. In addition, the site’s title tag and meta description should accurately reflect the contents.

The title and meta description is what Google will use to show your law firm’s website in the search engine results page. These 2 small factors can influence the click through rate in search engine results pages and be the difference from a potential client seeing your listing, and clicking on the link to your law firm’s website.

Technical SEO Tips

Successful law firm SEO requires more than just content and links to meet all of the Google ranking factors. These are things that a visitor to your website may not see but make a big difference in the user experience. For example many SEO efforts fall short if a law firm website is slow to load. Additionally, it is important to build out a complete XML site map with a link to each web page on your site. This will allow Google to follow the site map and crawl and index all pages on your law firm websites. It is also important to include programming that will help explain to Google why each web page is important. This type of programming is called schema, and is required to rank in the featured snippets section of the search engine results page. There are many other technical SEO consideration which any good SEO agency with experience in the legal industry can help you incorporate into your website.

Follow the above SEO Tactics for the best results in your marketing efforts

When it comes to legal services, timing is everything. People seeking legal advice will turn to search engines and a Google search more often than not. We understand how important organic search ranking is and what it takes to build a successful SEO campaign from proper link building to meta descriptions and many other factors affecting search engine algorithms.

If you been wondering if its time to interview new digital marketing agencies, to help increase your organic reach to prospective clients, Legal Marketing Strategy Pros is happy to offer law firms a free SEO strategy consultation to discuss your needs and how our law firm SEO agency can help you get the most out of your website. Reach out to us today!


25 St. John Blvd
Engelwood, FL. 34223


(941) 404-1370