How Local SEO Helps Grow Your Law Firm

local seo grow law firms

Believe it or not, local SEO can be a game-changer for your law firm. It’s how you can get found online by high-quality leads in your area that are primed and ready to hire.

What’s surprising is that many law firms still overlook the power of SEO.

Did you know that 85% of people report using Google as their primary way to find legal help?

Yet, only a few law firms are truly leveraging this potential.

We’re not just diving into the ‘how’ of local SEO, but also the ‘why.’ We’ll show you how local SEO can answer your potential clients’ biggest questions and place you right at the top of their search results.

Engaging, informative, and right on target – that’s what we’re going for. Let’s dive into why local SEO is crucial for your law firm and how you can use it to generate a steady stream of leads.

What Is Local SEO?

Local SEO stands for Local Search Engine Optimization. It’s a law firm marketing strategy that helps your firm appear in local search results.

When someone in your area searches for legal services, local SEO works to make sure your firm appears. It’s all about targeting potential clients in specific locations.

Why is this different from general SEO? General SEO focuses on ranking in search results at a larger scale, often nationally or globally. It uses broader keywords and strategies. Local SEO, on the other hand, hones in on a specific area. It uses location-based keywords like “lawyer in [City Name]” or “estate attorney near me.”

With local SEO, your firm can appear in Google’s “Local Pack.” This is the box of local business listings that appears at the top of Google search results. It includes a map and is incredibly valuable for local businesses.

Local SEO for Lawyers Google Map Pack OCD

Related – SEO for Lawyers: A comprehensive guide to SEO for lawyers.

Benefits of Local SEO for Lawyers

Local SEO is a critical component for law firms aiming to establish a strong presence in their local market.

The benefits it offers are both tangible and impactful:

  • Increased Visibility in Local Searches: Most legal issues are handled locally, making it essential for law firms to appear in local search results. A survey found that 46% of all searches have a local intent. Law firms using local SEO are more likely to be seen by potential clients in their area.
  • Higher Traffic and Conversion Rates: Local searchers are often ready to act. According to HubSpot, 72% of consumers who did a local search visited a store within five miles. For law firms, this translates to more website visits and potentially more clients walking through the door.
  • Building Trust and Credibility: Local SEO includes managing online reviews, which are crucial. Positive reviews can significantly boost a law firm’s credibility and attract more clients.
  • Cost-Effective Marketing: Compared to broad-scale SEO, local SEO is more budget-friendly and offers a higher return on investment. Targeting a specific area reduces competition and advertising costs.
  • Better Engagement with Local Community: Local SEO involves participating in local online communities and listings, fostering better engagement with potential clients. This engagement builds a stronger, more recognizable brand in your community.
  • Staying Competitive: With more law firms recognizing the importance of online presence, not utilizing local SEO can put a firm at a disadvantage. Staying ahead of the curve in local search results is key to maintaining a competitive edge.

Local SEO is not just about being found; it’s about being found by the right people at the right time. For law firms, this hyper-targeted approach is the key to a strong ROI.

Key Components of Local SEO for Attorneys

Local SEO for law firms involves several components, each equally important to levelling up your firm’s local online presence:

Google Business Profile (GBP) Optimization

GBP is fundamental to local SEO. With it, your law firm can appear in local searches and Google Maps. Make sure your GBP listing has accurate and consistent information, including your firm’s name, address, and phone number (NAP). Keep your GBP profile updated with recent photos, firm updates, and respond to reviews promptly.

Local SEO for Lawyers Google Business Profile OCD

Local Keywords

Use local keywords throughout your website’s content. Terms like “divorce lawyer in [City Name]” or “estate attorney near [Neighborhood]” are great choices.

These keywords should be present in your website’s meta titles, descriptions, and content, reflecting how local clients search for legal services.

Local Backlinks

Backlinks from respected local websites indicate to search engines that your firm is a trusted member of the community. Gain these valuable backlinks by participating in local events, sponsorships, and partnerships with other local businesses.

Online Reviews

Encourage satisfied clients to leave positive reviews on your GBP and other legal directories. Professionally respond to all reviews, demonstrating that your firm values client feedback.

GBP For Lawyers All Reviews H&L

Localized Content

Create blog posts or articles on topics relevant to your local audience, like changes in local laws or insights into community-specific legal issues. This content not only aids in SEO but also positions your firm as a local authority in your field.

Mobile Optimization

A mobile-friendly website is crucial as many local searches are conducted on mobile devices. Responsive design and quick loading times improve user experience and support local SEO.

Schema Markup for Local SEO

Using schema markup on your website can enhance visibility in local search results. This code helps search engines understand the context of your content, including your firm’s geographical and service information.

Local Citations

Citations are online references of your firm’s name, address, and phone number. Consistency in citations across directories like Yelp, Yellow Pages, and legal-specific directories is key to improving local search rankings.

Social Media Presence

A strong social media presence can boost local SEO. Share local news, events, or legal tips relevant to your community. Engage with local followers to enhance your firm’s visibility and reputation in the area.

Practical Steps to Implement Local SEO

Improving local SEO for law firms involves a set of strategic actions, focusing on online presence and community engagement. And it all starts with your Google Business Profile.

Keep this profile updated with current content about your firm’s activities and legal insights.

Incorporate local keywords into your website’s content and metadata. Use tools like Google Keyword Planner to identify relevant terms. These should be naturally integrated into your site’s content, blog posts, and page titles, enhancing relevance to local searches.

You can use these keywords naturally by creating localized content that resonates with your community. Address local legal issues or changes in laws, establishing yourself as a thought leader in your community.

Online reviews are also important for reputation management. Encourage clients to leave feedback on your Google Business Profile and other legal directories. Responding professionally to all reviews demonstrates your commitment to client satisfaction and can positively influence your local SEO.

Lastly, build local backlinks by engaging with the community and other local businesses. Participate in local events and consider opportunities like guest blogging.

By streamlining these strategies, your law firm can start to thrive. This leads to improved local search rankings, stronger community ties, and, ultimately, a more robust client base in your area.

Get More Traffic & Leads

Talk to a marketing expert

“My website continues to dominate all the top website searches in my industry and my business has grown 10 fold as a result.”

Micheal Oykhman
Oykhman Criminal Defence

Integrating Local SEO Into Your Marketing Strategy

Local SEO is a crucial piece of the marketing puzzle, complementing and enhancing other digital marketing efforts like general SEO and PPC. It specifically targets potential clients in your immediate area, making it a vital component for law firms that serve specific cities or towns.

General SEO tactics improve your visibility on a larger scale, attracting a diverse audience, while local SEO hones in on those immediately surrounding your firm. This dual approach ensures your firm is not only visible to a wide audience but also maintains a strong presence in your local community.

Incorporating local SEO into your overall digital marketing plan involves aligning your content strategy, social media marketing, and online reputation management with local optimization techniques. When done well, all of the pieces of the puzzle come together for a successful law firm marketing plan.

Boost Your Law Firm’s Digital Presence with Expert Help

Top-tier law firms know the importance of a strong online presence. That’s why it’s important to work with digital marketing experts specializing in law firms. They can elevate your website and SEO to new heights.

If you’re ready to take your law firm to the next level, our team of experienced professionals is here to help. We’re dedicated to enhancing your digital footprint and driving your firm’s success.