Home SEO Local SEO For Law Firms: Get More Local Clients

Local SEO For Law Firms: Get More Local Clients

by Lottar


Law is a competitive industry, especially when it comes to SEO. But if you only focus on the big keywords in search of traffic, you can waste a lot of effort.

A location ties most searches to legal questions or services. You want to appear in the most relevant results, by targeting local searchers.

So, to rank higher in Google and for other top search engines, you need to focus on local search engine optimization (SEO).

Google’s local package became more competitive and showed fewer results. While local SEO and organic SEO are different strategies, you should approach your organic SEO with a local mindset.

This article will show you how to optimize your law firm website and business listings to rank better for local SEO.

What is Local SEO for Law Firms?

Local SEO is a type of search engine optimization that targets local SERP features like the Local Pack. These features appear at the top of the page, often next to a map, when Google considers a search to have location-based intent.

Organic search focuses on the results under ads and SERP features. But to help with your local SEO efforts, it’s also essential to bring a local mindset to your organic results.

If someone is looking for a service in their local area or use localized search terms like [best lawyer in New York]they will probably see Local Pack results.

Screenshot of Google search for [best lawyer in new york]August 2022

In the case of lawyers, they will also likely see ads with “Google Screened” results for nearby providers.

Google vetted results are ads for service providers that have gone through additional screening by Google. The verticals using this feature include childcare, finance, health and legal. You’ll notice that Google’s ranked results focus on nearby businesses and display some of the features of the Local Pack, such as reviews and hours. They are also at the very top of the page. If you want that coveted spot, you need to get vetted and develop a local advertising strategy.

Local SEO is essential for law firms because most law firms serve clients in a specific geographic area. Unless you serve clients nationally, you’ll probably only want leads from people in your country, city, or state.

Additionally, it is less competitive to try to rank for localized keywords than for broad keywords.

Fewer people may be looking for a [criminal lawyer in Dallas]. Yet there will also be fewer law firms trying to rank for that term compared to the [best criminal lawyer] period.

Key Components of Local SEO for Law Firms

If you’re ready to invest in one of the most effective marketing methods for law firms, it’s time to get into local SEO.

Below, we’ve outlined the main components of local SEO for law firms and how to implement them for your website so you can start attracting more local clients.

Website optimization

The first component of local SEO for law firms is website optimization, as you need a fast, functional and SEO-friendly website to attract organic traffic.

If you already have a website, this means you need to follow on-page and technical SEO best practices to address any on-site issues.

This can include repairing broken links, optimizing your website’s loading speed, using your target keywords through page titles and content, and laying out a user-friendly site structure.

If you are building a new website, make sure your web developer understands SEO and can design a website that is optimized for search engines and people.

If your website loads quickly, is easy to navigate and can be indexed by search engines, you will have a better chance of ranking in the local search results.

Mobile experience

51% of website visits in the US come from mobile devices. This means people use smartphones and tablets to search for goods and services and then browse websites on the go.

As a website owner, you want a mobile-friendly website so that prospective customers can navigate your website even on a small screen.

To do this, you need to create a mobile-friendly version of your website with clear text, fast-loading images and clear call-to-action buttons.

Focusing on mobile experience is essential, not only because mobile friendliness is an important ranking factor, but also because it will keep visitors on your site longer.

Content creation

Your website content tells visitors what you do, how you can help them and how they can get in touch with you.

It also works to attract organic visitors when you use localized keywords throughout the titles, meta descriptions and body text of your web pages.

Use keyword research tools like Semrush, Google Search Console, or Soovle when doing keyword research for your law firm content strategy. They can help you find relevant terms for the area you serve and inspire your services and the content you need to create.

For example, if you provide criminal justice services in Los Angeles, you might want to target keywords like [Los Angeles criminal lawyer] or [criminal law attorneys in Los Angeles].

You can then use these terms on a “Criminal Law” service page or the home page of your site.

In addition, you can publish informative articles that attract prospective customers.

With blog posts like “What do the new DUI laws mean for Los Angeles residents” or “What should I do if I’m arrested in Los Angeles?” you can work to attract prospective clients to your firm.

This is where a local SEO strategy shines in organic results. People looking for information probably won’t want Local Pack results so they can browse the articles. You still want to let them know that your answers are relevant to their location when they do.

Once you’ve found the keywords you want to target, you need to write informative content that speaks to your customer’s interests. Then, of course, use your target and related keywords throughout the page to rank for these terms in local search.

But remember not to overload your content with keywords. So much so that it takes away from the intent of your content.

Google Business Profile

How can I get my law firm to rank higher on Google Maps or local mapping apps?

Law firms often struggle to rank well on Google Maps because they don’t have a strong presence in their city’s area code.

Unfortunately, that means fewer customers will see them, and they won’t show up in search results.

And you may already realize that Google’s Local Pack algorithm affects your local SEO rankings. The Local Pack algorithm gives consumers high quality information from nearby locations. As a result, you may see fewer local listings appear in organic search results.

To gain visibility on search engine results pages (SERPs) and Google Maps, start by taking advantage of your Google Business Profile (GBP). A GBP helps businesses connect with customers across all devices, whether you want to reach new audiences or improve conversions.

Getting started with Google Business Profile is free, and there are several fields where you can include your business hours, services, address, phone number, website URL and more.

Start by adding photos and details about your practice, then add information about your staff and services. Finally, let Google know where your office is located.

Once completed, check back often to ensure your listing remains accurate. A GBP is essentially an online directory and one-stop shop for prospective clients, so it’s essential to update it consistently.

A GBP also allows you to collect reviews from past clients, boosting your law firm’s reputation and local rankings.

Reputation and reviews

Positive client reviews can do wonders to increase your law firm’s authority, online reputation, and search engine rankings.

If prospective clients are looking for a lawyer and see that your firm has the most positive reviews, they may be inclined to choose you over the competition.

You can ask customers to leave reviews on your Google Business Profile, Facebook and other directory listings.

Having a slew of positive reviews can set your law firm apart while signaling to Google that your law firm is legitimate.

When it comes to reviews and online reputation management, having a strategy to promptly monitor and respond to online reviews is crucial.

Online reviews matter to consumers and are an important indicator of whether they will choose your business.

A recent study shows that 53% of consumers expect a business to respond to a negative review within seven days. But don’t leave out positive reviews. It is essential to respond to it as well.

If consumers see that your firm responds to reviews, it can show that you provide good customer service and that your customer’s impression of your business matters to you.

Link building and citations

The final component of local SEO for law firms is link building, which involves attracting links from other sites back to your website.

Since a link from another website (a “backlink”) is essentially a trust from that website that your law firm is reliable and a good source of information. So attracting a variety of high-quality links can improve your local rankings.

The key here is to attract links from reputable, industry-related websites. One way to do this is by submitting your business information to directories.

Or you can submit guest posts to websites and landing interviews in industry publications, creating high-value content that naturally attracts links.

Additionally, marketing your content, eBooks, and PDFs to outside blogs can be a beneficial strategy.

This is just the tip of the iceberg when it comes to link building, but it’s worth trying out various strategies instead of buying cheap links.

Remember, focus on quality over quantity. The best links will help you boost your local rankings and generate more referral traffic.

Your law firm needs local SEO

If you haven’t already, now would be a good time to optimize your website and listings for local search. This will give potential clients a better idea of ​​where you practice law and allow you to attract new clients from the community you serve.

Local SEO has become increasingly important for law firms looking to expand their practice.

Therefore, it only makes sense that companies should take advantage of the same tools used by other businesses to build their online presence and authority.

Optimizing your website presence will increase local search traffic and help your firm rank higher on SERPs.


Featured Image: Paulo Bobita/Search Engine Journal

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