How Do I Choose a Local SEO Company?

Published: January 9, 2024
|In SEO
|By Dennis Dimka

How Do I Choose a Local SEO CompanyYou’re reading this, so you’re likely already convinced of the importance of digital marketing and SEO for law firms. Competition is fierce — a strong online presence is mandatory for firms looking to succeed.

While the basics of SEO are easy to understand and implement, staying on top of it is a challenge. That’s why we recommend hiring a law firm SEO specialist to help with your marketing.

In this article, we’ll go over the basics of local SEO before diving into best practices for finding a qualified law firm SEO specialist in your area and vetting them. 

In This Article

What Is Local SEO?

Local SEO, or local search engine optimization, is a subset of SEO that’s beneficial for businesses that serve a local area. It’s about making your firm easily discoverable in the geographical area you serve.

This form of SEO is essential for legal professionals. When people search for legal services, they’re usually looking for a local option. This pool of potential clients is primed to hire you and will subsequently have a higher conversion rate.

Local SEO involves much of the same tactics you’d expect from a more general SEO strategy but also includes some more specialized strategies. Optimizing your website with local keywords, ensuring your Google Business Profile is accurate and comprehensive, and being listed in local and legal directories are some of these practices.

The focus here is on ranking for geo-specific searches and local intent. For example, a search query like “divorce lawyer in [City Name]” is a prime opportunity for local SEO to work its magic.

local search intent stats legal seo

Another aspect that’s more influential for local SEO is managing online reviews and local citations. Positive reviews and consistent listings online, in places like your Google Business Profile and legal directories, reinforce your local relevance.

Really, local SEO is an indispensable marketing tactic for law firms looking to grow seriously in 2024.

Related – Keyword Research for Lawyers: A comprehensive guide to keyword research for lawyers.

Why Lawyers Need Specialized Local SEO Services

The legal profession faces unique challenges in local SEO. These challenges make it necessary to have specialized services to stand out in local search results.

Firstly, the legal industry is highly competitive, especially for practice areas like family law and personal injury. That’s why you need specialized local SEO services to be delivered by SEO specialists with experience working with law firms.

Secondly, the legal industry is its own beast, being a hyper-competitive area requiring specialized marketing. SEO practices offered by more general agencies might miss crucial tactics that are specific to the legal profession.

That, coupled with compliance with advertising and ethical standards for lawyers, necessitates you work with a law firm SEO specialist.

The benefits of a specialized local SEO approach include:

  • Increased Visibility: Tailored strategies help your firm appear in relevant local searches directly in front of your target audience.
  • Higher Relevance: Specific keyword targeting ensures that your firm shows up in searches most relevant to your practice areas.
  • Compliance and Ethics: Specialized marketing agencies are aware of legal advertising rules, keeping you out of trouble.
  • Competitive Edge: By addressing the unique aspects of your market and practice area, specialized SEO gives you an edge over competitors using generic strategies.
  • Client Trust: Accurate and professional online presence builds trust with potential clients, important in the legal field.

Specialized local SEO services offer a blend of industry knowledge, compliance expertise, and targeted marketing strategies, important for lawyers wanting to thrive in 2024.

Factors to Consider When Choosing a Local SEO Company

Selecting the right local SEO company for your law firm is an important decision. The wrong choice could lead to thousands of dollars wasted, while the right choice can and should pay for itself tenfold.

Here are a few things to look for when comparing law firm SEO agencies.

Expertise in the Legal Industry

Look for a company that specializes in working with law firms.

Their understanding of legal terminology, client queries, and the specific challenges of law firm marketing is key to finding success. This industry-specific expertise makes sure that SEO strategies are accurately tailored to attract your target clientele.

Proven Track Record and Case Studies

Evaluate the company’s past performance in working with law firms.

Most agencies worth their salt will have a dedicated case studies page on their website. Aside from that, look at their Google Business Profile and directory reviews to get a sense of their reputation.

Understanding of Local SEO vs. General SEO

All SEO agencies do just that, SEO. But not all agencies are experienced in local SEO, where the goal is to attain high local rankings.

The agency you hire should have experience working with local businesses to improve their rankings and drive leads.

Questions to Ask Potential Law Firm SEO Partners

When vetting potential SEO partners for your law firm, it’s important to ask the right questions. We’ve put together a few that will lead you in the right direction.

What is your experience with local SEO for law firms?

This question helps measure their understanding of the legal industry and its unique SEO needs.

Can you provide case studies or examples of successful local SEO strategies you’ve implemented for other law firms?

Asking for specific examples demonstrates their track record and the effectiveness of their strategies.

How do you approach keyword research and selection specifically for legal services?

This will reveal their process for targeting the right audience for your firm.

What tools and technologies do you use for SEO, and how do they benefit my firm?

Understanding the tools they use can give insights into their proficiency and the potential effectiveness of their strategies.

How do you stay updated with the latest SEO trends and Google algorithm changes?

SEO is ever-evolving, and staying current is crucial for maintaining effective strategies.

Can you explain your approach to building and managing local citations and Google Business Profiles?

This assesses their capability to handle crucial components of local SEO.

How do you measure and report on SEO performance?

Regular and transparent reporting is vital for tracking progress and ROI.

What is your communication process with clients?

Effective communication is key to a successful partnership.

How do you ensure compliance with legal advertising ethics in your SEO strategies?

It’s important that their strategies align with legal advertising standards.

What is your approach to adapting strategies based on performance data?

This question assesses their flexibility and responsiveness to change.

Red Flags to Avoid

When choosing an SEO company for your law firm, be wary of certain red flags.

These indicators can signal a lack of expertise or unscrupulous practices:

  • Unrealistic Promises: Be cautious of companies that guarantee immediate top rankings. SEO takes time, and instant results are unrealistic.
  • Lack of Legal Industry Experience: If the company has little to no experience working with law firms, they may not understand the unique challenges and nuances of legal marketing.
  • One-Size-Fits-All Approach: SEO strategies should be tailored to your firm’s specific needs (like your practice area and competition). Avoid companies that offer generic solutions.
  • Lack of Transparency: Companies that are not open about their strategies or reporting should be avoided. Transparency is key to trust and effective collaboration.

Making the Decision: Budget and ROI Considerations

Many law firm owners are hesitant to hire an SEO company because of the cost. This is understandable, yet know that SEO agencies should pay for themselves — the ROI should cover the fees and more.

But if you’re just starting, it can be challenging to come up with the budget.

To help you make a decision as to what agency you should hire or even if you should DIY your SEO, we’ve put together a few considerations. Plus, check our our calculator.

Law Firm Marketing Budget Estimation Tool

Investing VALUE/mon will yield between.

0 - 0 Sales leads per month.
$0 - $0 Costs per lead.

Please contact us to discuss your budget to see how we can best serve you.

The minimum monthly budget is $1,000.

  • Understanding Costs: SEO services vary in price, and it’s important to understand what you’re paying for. This includes the scope of services like keyword research, content creation, local listing management, and ongoing strategy adjustments. Cheaper options might not always offer the same quality of service, while more expensive ones should justify their costs with a clear value proposition.
  • Evaluating Potential ROI: Consider the long-term value that effective SEO can bring. This includes increased visibility in local search results, higher website traffic, and, ultimately, more client inquiries. A successful SEO strategy can significantly boost your firm’s online presence, leading to a higher client conversion rate.
  • Long-term vs. Short-term Costs: SEO is an investment. Short-term costs should be weighed against the long-term benefits. Effective SEO strategies often take time to yield results, but once they do, they can provide continuous returns.
  • Tailoring to Your Budget: Look for an SEO company that can tailor their services to your budget without compromising on the quality of their work. Transparency in pricing and a clear explanation of what each service entails are important.
  • Cost-Benefit Analysis: Conduct a cost-benefit analysis to determine the potential value SEO could add to your firm. This involves assessing how improved rankings could translate to new client acquisition and comparing this potential revenue increase against the cost of SEO services.
  • Long-Term Benefits: Beyond immediate client acquisition, consider the long-term benefits like brand authority and online reputation. A strong online presence can establish your firm as a thought leader in your area of law, leading to sustained growth.

Making a budget-conscious decision while considering the potential ROI is key in choosing a local SEO partner. An effective local SEO strategy should be viewed not just as a cost, but as an investment in the future growth and success of your law firm.

Hire a Law Firm Marketing Agency to Level Up Your Marketing

Top law firms don’t DIY their SEO. They hire specialists that have decades of experience marketing for law firms.

That’s why we suggest you hire a specialist who knows all about digital marketing for law firms to handle your SEO.

If you need assistance with marketing your law firm, just let us know. We have a group of experts who are eager to help you out.