Local SEO is crucial for lawyers who want to attract more clients from their local area. Whether you’re a boutique law firm or have multiple offices across the country, optimizing your law firm website for local search can increase your website traffic by 40-50%.

Improve local SEO for law firms for better perormance in Google search

What is Local SEO and Why Should Lawyers Care

Local SEO (Search Engine Optimization) optimizes your online presence to show up in searches for specific locations. Local search engine optimization is crucial for law firms to enhance their online visibility and attract clients within specific geographic areas. Google puts a big emphasis on proximity, especially with the map pack and local organic results.

For lawyers, clients often look for professionals who are local or specialize in specific areas. Rankings in local searches for services like ‘employment lawyer near me’ or ‘divorce attorney in Chicago’ can make a big difference in lead generation. Effective local search engine optimization can improve a law firm’s visibility in local search results, making it easier for potential clients to find legal services in their area. Google uses the following factors to determine rankings:

  • Relevance: How well your business matches the search query.
  • Geographical Distance: How close your business is to the searcher.
  • Prominence: How well-established your firm appears.

By using Local SEO, legal professionals can become the go-to choice for local clients searching for legal services.

Local SEO Checklist for Law Firms

  1. Find the Right Keywords
  2. Optimize Your Google Business Profile (GBP)
  3. Optimize Your Website for Local Keywords
  4. Build Citations and Listings
  5. Create Local Content
  6. Launch a Local SEO Campaign

    Launching a local SEO campaign is crucial for attracting clients within specific geographic areas. This involves creating city-focused landing pages and optimizing your Google Business Profile to enhance visibility and credibility in local searches. A well-executed local SEO campaign can significantly increase client conversion rates.

Step 1: Find the Keywords

Keyword research is the foundation of SEO. Find the terms your target audience is searching for. For example:

  • A firm with a wide range of services might target broad terms like ‘law firm Los Angeles’.
  • A niche practice might target terms like ‘real estate attorney Dallas’ or ‘bankruptcy lawyer Miami’.

Targeting keywords with local intent is crucial to capture potential clients searching for legal services nearby.

Use tools like Google Keyword Planner or Semrush to find high-traffic location-specific terms for your firm.

Step 2: Optimize Your Google Business Profile (GBP)

Your GBP is key to ranking in Google’s map pack for local search. Map results often show up at the top of a search results page and can account for up to 50% of organic traffic for law firms. Optimizing your Google Business Profile can also improve your visibility on Google Maps, helping you appear in local search results and the Local Pack.

Optimize local SEO ranking factors for better local pack rankings & more prospective clients

Make sure your GBP has:

  • Business name, address, and phone number (NAP)
  • Service categories that match your services.
  • Photos of your office and team.
  • Regular posts about services, case studies, or community involvement.

An optimized GBP will rank faster than traditional organic search and can drive direct leads. We have a full guide on how to optimize your GBP here.

Step 3: Optimize Your Website for Local SEO

Your law firm’s website is the foundation of all your SEO efforts. Local optimization means updating your content and structure to appeal to users and search engines.

  • Single Office Firms: Optimize your homepage with location-specific keywords like ‘Smith Law Firm Seattle’. Have your address and contact details in the footer of every page.
  • Multi-Office Firms: Create a page for each office, optimized for local keywords. For example ‘San Diego Divorce Attorney’ and ‘Austin Personal Injury Lawyer’. Each page should link to that office’s GBP listing.
  • Mobile Optimization: Make sure your website is mobile-friendly as most local search is done on mobile devices.

Step 4: Build Citations & Directory Listings

Listing your firm in authoritative directories makes a big difference. These citations send signals to Google that your business exists and is relevant in a specific location. Collaborating with local businesses can also improve your local SEO by fostering community connections and generating valuable backlinks. Here are the places to list your firm:

  • General Directories: Yelp, Better Business Bureau (BBB), Yellow Pages.
  • Legal Directories: Avvo, FindLaw, LegalMatch.
  • Local Directories: Greater New York Chamber of Commerce (https://chamber.nyc/business-directory) or your local chamber of commerce.

Make sure your business information is consistent across all listings to get the most out of them. Listing your firm in local business directories is crucial for enhancing visibility and improving local rankings.

Step 5: Create Local Content

Localized content can further boost your local rankings. Examples:

  • Blog posts about local legal issues.
  • News articles about clients you’ve helped in your area.
  • Video Q&A sessions about common legal problems in your city.

Law firm websites should feature location-specific content to engage the local community.

Link these content pieces to their respective location pages to reinforce their local relevance in search rankings.

Why Local SEO is Non-Negotiable for U.S. Law Firms

From small towns to big cities, potential clients use local search to find legal representation. By following Local SEO best practices consistently, you can own the map pack and organic rankings and get more leads and consultations. Utilizing local SEO services can help law firms improve their online visibility and attract more clients from their local area.

Try it for yourself. Enter one of your keywords – if your firm isn’t on the map pack or in the top few organic results, you could have a good chance of significantly increasing your organic traffic. Appearing in organic search results is crucial for increasing visibility and generating recurring traffic.

Don’t wait – get started now and own your local search. By optimizing your Local SEO you’ll get more potential clients and be the authority in your area.

You have Successfully Subscribed!