Local SEO Strategies for Law Firms
The legal industry is highly competitive, particularly when it comes to search engine optimization (SEO). While it might be tempting to target broad, high-traffic keywords, this approach can often lead to wasted efforts.
Most searches for legal services or advice are tied to specific locations. Thus, it is crucial to appear in the most relevant search results by targeting local searchers.
To improve your rankings on Google and other leading search engines, prioritizing local SEO is essential.
Google’s Local Pack has grown more competitive, displaying fewer results. While local and organic SEO require different strategies, incorporating a local focus into your organic SEO efforts is vital.
This guide will explain how to enhance your law firm’s website and business listings for better local SEO performance.
What Is Local SEO for Law Firms?
Local SEO involves optimizing for search engine results that have location-based intent, such as Google’s Local Pack. These features often appear at the top of the search results page, sometimes accompanied by a map.
While organic search targets the sections below ads and SERP features, incorporating a local approach into your organic SEO can support your local SEO objectives.
For example, when someone searches for a service in a specific area or uses terms like [best lawyer in New York], they are likely to see Local Pack results.
In the legal profession, searches may not only return Local Pack results but also ads featuring “Google Screened” results for nearby providers.
Google Screened results are for service providers that have undergone additional vetting by Google. Industries using this feature include legal, healthcare, and financial services. These ads highlight nearby businesses and can display features like reviews and hours of operation. They are prominently positioned at the top of the results page. To appear in these spaces, getting screened and developing a local advertising strategy is essential.
Local SEO is particularly important for law firms that typically serve clients within a defined geographic area. Unless your services extend nationwide, generating leads from your immediate vicinity—be it a city, county, or state—is likely your goal.
Additionally, ranking for localized keywords typically involves less competition compared to broader terms. Although the number of searches for [criminal lawyer in Dallas] may be lower, the competition for this term is also less intense compared to a broader search term like [best criminal lawyer].
Key Components of Local SEO for Law Firms
If you’re ready to invest in one of the most effective marketing tactics for law firms, it’s time to explore local SEO. Here are the main components and steps to implement them, helping you attract more local clients:
Website Optimization
The first step in local SEO for law firms is optimizing your website. This involves creating a fast, functional, and SEO-friendly site to attract organic traffic.
If you already have a website, follow on-page and technical SEO best practices. This might mean fixing broken links, increasing load speed, incorporating target keywords throughout page titles and content, and creating a user-friendly site structure.
If developing a new site, ensure your web developer is knowledgeable about SEO to build an optimized site for both users and search engines.
A website that loads quickly, is easy to navigate, and gets indexed by search engines has a better chance at high local search rankings.
Mobile Experience
With mobile devices accounting for 51% of website visits in the U.S., having a mobile-friendly site is crucial.
Ensure your site is accessible and easy to use on smartphones and tablets. This involves creating a mobile-friendly version of your website featuring clear text, quick-loading images, and intuitive call-to-action buttons.
Optimizing for mobile is vital not only because it is a significant ranking factor but also for retaining site visitors.
Content Creation
Your website’s content should communicate what your firm does, how it can help clients, and ways to contact you.
Using localized keywords in page titles, meta descriptions, and body text can boost organic traffic.
For keyword research, tools like Semrush or Google Search Console can help identify relevant terms based on your location and services, guiding your content strategy.
For instance, if offering criminal law services in Los Angeles, target keywords such as [Los Angeles criminal lawyer]. Use these on relevant pages like your “Criminal Law” service or homepage.
Publishing informative articles like “What The New DUI Laws Mean For Los Angeles Residents” can attract potential clients.
A robust local SEO strategy shines in organic results as people seeking information might scroll past Local Pack results to find articles. Servicing their needs with locally relevant answers is crucial.
Once you identify target keywords, craft engaging content that addresses client interests. Naturally, integrate target and related keywords, but avoid excessive keyword usage that detracts from the content’s purpose.
Google Business Profile
To rank higher on Google Maps or similar apps, law firms must be visible within their city’s area code.
Google’s Local Pack algorithm’s effects on SEO rankings mean fewer local listings in organic results, making a strong presence crucial.
Start by utilizing your Google Business Profile (GBP) for visibility on SERPs and Maps. A GBP helps businesses engage with customers across all devices, aiding audience reach and conversion rates.
Setting up a GBP is free and offers fields for hours, services, address, phone number, and more.
Share photos and practice details and update your listing consistently. Reviews from past clients can further improve reputation and local rankings.
Reputation & Reviews
Positive client reviews can bolster your law firm’s authority and online reputation, influencing search engine rankings.
Potential clients are likelier to choose your firm if it’s associated with numerous positive reviews.
Encourage clients to leave reviews on your Google Business Profile, Facebook, or other directories.
Managing reviews and responding promptly, particularly to negative ones, is crucial. Consumers’ decisions often hinge on reviews, with many expecting a business to address negative feedback within a week.
Acknowledging review responses shows strong customer service and indicates that client opinions are valued.
Link Building & Citations
Acquiring links from reputable sources back to your site, or link building, is essential for local SEO.
Backlinks signal to search engines the credibility of your law firm, thereby improving local rankings.
Securing links from related, reputable sites involves submitting your business information to directories, writing guest posts, or sharing valuable content that naturally attracts links.
This brief introduction to link building highlights its importance in boosting local rankings and generating referral traffic. Prioritize quality over quantity of links.
Why Local SEO Matters for Your Law Firm
If you haven’t optimized your website and listings for local search, now is the time. This will clarify your practice location for potential clients and draw them from your local community.
Local SEO’s growing importance means law firms should utilize the same tools as other businesses to strengthen online presence and authority.
Enhancing your online presence will not only increase local search traffic but also raise your firm’s search engine rankings.
