Local SEO for Lawyers: The Ultimate Guide to Boost Your Law Firm Rankings

In today's digital age, now more than ever local SEO for attorneys is essential for any law practice. The legal landscape has shifted. Potential clients turn to the Internet for legal guidance. Instead of seeking recommendations from friends, family, or government authorities, prospecting clients head on to Google for local law firm options.

Does your website or Google Business Profile show up when they search? This is why local SEO for lawyers is a must to stay competitive.

Keep up with the evolving trends in digital marketing. It starts with understanding how local SEO for attorneys works.

Table of Contents

I. Why Is Local SEO Important for Lawyers?

II. Local Search for Law Firms

III. Local SEO Strategies for Lawyers

1. Claim and optimize Google Business Profile (GBP)
2. How do I show up in the Google Map Pack?
3. Citations: get listed in directories
4. Conduct extensive keyword search
5. Generate and add a local schema
6. Content marketing for local SEO

IV. Check What Other Law Firms Are Doing

V. Additional Tips for Local SEO Success

Local search reigns supreme - 46% of all Google searches are local. This means that more people prefer Google as their go-to platform for finding lawyers. These statistics paint a clear picture: a strong local SEO strategy is no longer optional for lawyers and law firms. Local SEO for lawyers and law firms needs to be part of your marketing strategy. This will help you attract new clients, helping you stay ahead of the competition.

Getting leads is a lot easier when your website and Google Business Profile show up. It helps clients know that your legal practice exists. Thus, making it easier for them to reach out to you

Imagine someone needing a lawyer for a DUI case. They'll likely search for something like "DUI attorney near me" or "best DUI lawyer in Atlanta". Local search algorithms pick up on these location-specific keywords and aim to connect users with relevant businesses in their vicinity.

But SEO marketing for attorneys is different. Remember: people aren't merely searching for an item near them. They're not just looking for the nearest shop to buy food. They're looking for a law firm near them that they can trust.

What happens when they see that you have an empty profile on Google Maps? Clients are most likely to look for other law firms that have a more established online presence. That is what makes local SEO for lawyers a crucial strategy to implement in your practice. You'll come across as a more reputable law firm when your online presence is on point.

Local SEO Strategies for Lawyers

Local SEO is a game of visibility. 42% of local searches result in clicks on the Google 3-Pack. This means that a client is more likely to contact you once they see your profile in the Google Map Pack. But how can you make your legal practice appear there? Follow these six important steps:

1. Claim and optimize Google Business Profile(GBP)

This is a very important step when it comes to local SEO for law firms. You must own the Google Business Profile. Then optimize it - ensuring that clients see a complete profile with keywords, photos, and reviews. It adds credibility to your legal practice.

• Your Google Business Profile (GBP) is crucial. Claim and verify your firm's profile on Google. Ensure all information (NAP - Name, Address, Phone number) is accurate and consistent across the web.
• Shine with details. Upload high-quality photos of your office, team, and yourself. Add a detailed description of your practice areas and services offered.
• Encourage Reviews. Positive client reviews are gold! Respond to all reviews, thanking satisfied clients and addressing any concerns professionally.
• Update Regularly. Keep your profile fresh by posting updates, announcements, and special offers.
  

2. How do law firms show up in the Google Map Pack?

Google prioritizes businesses with a physical presence near the user's location. Optimize your website content and GBP with your city and surrounding areas mentioned naturally. This helps increase your chances of appearing in the coveted "Google Map Pack" - the top three business listings displayed on Google Maps and search results for location-based queries.

3. Citations: get listed in directories

Citations are online mentions of your law firm's NAP(Name, Address and Phone number) across various directories. Focus on high-quality legal directories like Avvo, Justia, and FindLaw. Additionally, consider local business directories and general directories like Yelp and Yellow Pages. Consistent NAP information across all listings is vital.

4. Conduct an extensive keyword search

Identify relevant keywords people use to search for legal services in your area. Combine practice areas with location (e.g., "Civil rights lawyers in Marietta") to target local searches. Include your specific law practice, such as personal injury law, and target the city or state that you serve. Then, make sure that these keywords are embedded naturally in your Google Business Profile and website for local intent.

5. Generate and add a local schema for attorneys

Local business schema markup is like a special code you can add to your website to allow search engines, like Bing or Google, find important details about your business more easily. Information such as reviews, your firms locations, phone number, office hours are all embedded in this markup.

This markup language was created in 2011 by the major search engines, you can find templates and descriptions of the schemas at schema.org  By providing this information in your markup you improve in appearing in the local packs and Google Maps. Properly defining your local business schema will increase your visibility and in turn attract more clients.

For lawyers, there is a specific local schema for attorneys that you can use. This will help indicate that your website provides legal services. The advantage of a local schema is the rich information displayed on Google when a user makes a query. It convinces clients that you're a law firm they can trust with their legal concerns.

Create valuable and informative blog posts and website content addressing legal issues relevant to your local audience.  Optimize content with local keywords while demonstrating expertise and thought leadership. This attracts organic traffic and establishes your firm's authority.

Check What Other Law Firms Are Doing

Analyze competitor websites for structure, content, and user experience. Look for their practice areas, target audience, and marketing strategies. Are their websites mobile-friendly? Do they offer informative blog content?

Another tip would be to use tools to help you analyze what keywords your competing legal firms are using. You can also uncover what websites they're linking to. It gives you a glimpse of their marketing strategy that you can implement in your practice as well. Here are a few of them:

1. Moz or SEMrush - can offer basic insights into competitor website traffic and keyword rankings.
2. Ahrefs - website traffic, keyword rankings, backlinks, and content strategy.
3. Brandwatch or Sprout Social - allows you to monitor competitor brand mentions and track online conversations about their firm.

With the information you can gather, it will be easier to gain a competitive edge in your local market. However, don't engage in copying competitor content or unethical marketing practices. The best thing to do is to stay updated on legal marketing trends and competitor strategies. Then refine your marketing strategy. Focus on what applies to your legal practice.

Additional Tips for Local Lawyer SEO Success

Don't stop at the basics! For even greater local SEO success, implement the following:

• Ensure your website is mobile-friendly
• Prioritize user experience with clear calls to action
• Regularly track your performance
• Stay updated on SEO trends
• Engage in partnerships
• Leverage multimedia content
• Consult with a marketing agency

The last tip is crucial. As a legal firm, marketing isn't your core focus as a business. Staying on top of local SEO activities while dealing with your clients can be time-consuming. So, why not make it easy? WSI Biggs has been helping lawyers capture their local market. With our full suite of local SEO marketing - from claiming your Google listing to optimizing keywords - your clients are one search away from trusting you for legal consultation.

Implement an effective local SEO strategy today. Contact us to help you in your local SEO marketing efforts for your legal practice.