Local SEO for Lawyers: A Guide to Winning More Local Leads

Local SEO for Lawyers

Did you know that more people use Google to evaluate local businesses than ever before, rising from 81% in 2021 to 87% in 2022?

This trend carries over into the legal industry, with roughly 64% of people saying they’d search Google before asking their friends and families for a referral. That’s a lot of local clients you could be missing out on if you don’t focus on local SEO for lawyers.

It’s neither difficult nor very technical to do, so there’s always the potential to DIY it.

But where do you start, and how can you optimize your local SEO efforts to attract and nurture a steady flow of new leads?

To help you optimize your law firm locally online, we’ve put together this comprehensive guide covering what you need to know about local SEO for lawyers.

Use a different local SEO strategy? Reach out and share!

What Is Local SEO for Lawyers?

You’re probably familiar with the basics of SEO for lawyers.

Local SEO shares many similarities but focuses specifically on improving search engine visibility for queries with local intent.

This involves optimizing local businesses (in this case, your law firm) to rank higher on Google when searchers look for products and services (your legal services) near their current location.

We’ve all performed local searches. Typing in “grocery store near me,” “Thai food near me,” or “barber in downtown Miami” are all examples of local searches.

This concept also applies to professional services. Many people seeking legal assistance prefer a lawyer in their local area, leading them to search for specific services like “Aggravated Assault Attorney Orange County.”

And when they do, they might find our client, Kazarian Law.

Aggravated Assault Attorney Orange County SERP

Positioning Yourself On Google’s Local Pack

Local search queries often bring up what’s known as the Local Pack.

This feature appears at the top of Google’s search engine results page (SERP) for local searches, designed to simplify the process for users to find and interact with local businesses.

The Local Pack is usually a group of three businesses that Google determines are most relevant to the search intent.

Here’s a look.


This is crucial real estate for any attorney looking to attract clients in a particular geographical area.

When featured in a Local Pack (also referred to as a Map Pack or 3-Pack), the businesses featured here receive the majority of the clicks on the page: around 44 percent of the total clicks (compared to 29 percent for organic results clicks).

Securing a spot among these three businesses can significantly increase local traffic to your firm’s website.

This highly visible and prominent listing is, basically, free law firm marketing that drives traffic to your website. And you can appear for any number of relevant local search results, giving you endless opportunities for high-quality leads.

Earning a position in the Local Pack is highly sought after. However, it requires excelling in local SEO beyond competing law firms and optimizing specifically for local search.

Want a consistent stream of new leads?

Our Elevate SEO package includes a custom website design, hosting, and SEO campaign to help your law firm place higher in Google’s search results.

Learn More

3 Main Local SEO Ranking Factors

Before we start to help you master local SEO for law firms, we need to understand the factors that determine how Google selects businesses to feature in the Local Pack.

The official word from Google on local search rankings confirms three main factors.


How to Improve Your Law Firm’s Relevance in Local Search

Google wants to match searchers with the best results. To do that, it wants to determine the most relevant information to the searcher.

If you own a criminal defense firm, make sure your GBP details that. A complete and detailed profile helps Google match your firm with qualified and relevant leads.

Aside from that, focus on:

  • Your logo
  • Members of your team
  • Your office
  • You in court

How to Improve Your Law Firm’s Prominence in Local Search

Prominence refers to how well-known your business is. For example, a popular museum would rank higher than a little-known, run-down museum targeting the same keywords.

How do you improve your law firm’s prominence?

  • Generate positive reviews across the web, including on your Google Business Profile
  • Seek local and digital PR by participating in local and business events
  • Build reputable backlinks
  • Create listings in the most reputable legal directories
  • Start a legal blog on your website

Google also considers your position in web results. So, a focus on improving law firm SEO across the board is recommended.

To summarize, the three main factors are:

  • Relevance — How well a local Google Business Profile matches a search query.
  • Distance — How far the searcher is from the location term used in a search based on their IP address.
  • Prominence — How well-known a business is. This refers to both your online and offline reputation.

These three factors are weighed heavily for the local pack. But there’s also organic local SEO, which is weighed differently.

BrightLocal surveyed local SEO experts to find out what the most important ranking factors are for both local pack and local organic SEO.


What this means is that the main ways to boost local search placements for lawyers are:

  • Verifying and optimizing your Google Business Profile
  • Improving your backlink profile
  • Maintaining a consistent name, address, and phone number/profile (NAP) across your online profiles
  • Increasing the number/quality of citations
  • Improving your website’s technical SEO
  • Improving the quality of content

You can see that factors are weighted differently for the local pack versus local organic.

Local pack results are much more visible and have a higher conversion rate, so we recommend focusing on your Google Business Profile to start.

With that said, here are 10 strategies to improve your law firm’s local SEO rankings everywhere.

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10 Local SEO Tips for Lawyers

As you read these tips, consider what it means for you law firm to implement them.

Though the tips are for law firms specifically, your local environment and specialties will play a role in how you go about it.

With that being said, let’s dive right into the 10 local SEO tips.

1. Optimize Your Google Business Profile

As you now know, your Google Business Profile (GPB) is one of the more important factors for appearing in the Local Pack.

Here’s where it appears on the Google SERP.


Google prefers to promote content that it can verify as accurate. GBP is the tool it uses to do that.

Put simply, GBP allows you to quickly and prominently share your business details, service offerings, and reputation with anyone searching for a local lawyer.

And it’s how you get featured in Google Maps and Google Search. Google pulls your information to match you with relevant local queries.

Add Your Business Description

To optimize your profile to be as visible as possible, start with your business description. You have 750 characters, so carefully craft your description to generate trust.

Here’s an example.

Google Business Profile description

Include the basics, like:

  • Your law firm’s name
  • Year it was founded
  • Principle attorney
  • Practice areas
  • Locations served
  • Awards and recognition

And don’t forget keywords. We recommend you include just your main keyword in your GBP description, something like “Toronto Personal Injury Lawyer.”

But only once. Don’t overuse keywords, as Google (and searchers) will notice and potentially penalize you.

Choose Your Category

Next, you want to choose your category. This defines your business and doesn’t pertain to what you sell or your services.

For example, a criminal defense attorney would choose “Criminal Defense Attorney” as their category, plus additional categories like “Lawyer” or “Trial Attorney.”

business category

Add Some Photos

We’re visual creatures and are naturally drawn to photos, so add some that represent your law firm.

Some photos you may want to upload are:

  • Your logo
  • Members of your team
  • Your office
  • You in court

Add Posts

Next, consider adding some posts.

It’s as easy as selecting “Add Update.” You’ll then be prompted to:

  • Add a photo
  • Write a description (1,500 characters)
  • Add a button (CTA)
Adding an Update to Google

What do you post about? Our clients provide general information related to their practice areas to showcase their credibility and authority.

There are a few other things you can do to improve your rankings. Remember, local search for lawyers is about relevance, distance, and prominence.

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

2. Link Building for Local SEO

Links are an important ranking factor for both local map and local organic ranking.

Aside from citation building, most law firms have active link-building campaigns to get backlinks from both local and non-local websites. The exact links you want to build to your law firm’s website depend on your practice area and where you’re located.

You can use a tool like Semrush to do a competitor analysis and analyze your competitor’s backlink profiles to find link-building opportunities.

Related – Link Building for Lawyers: 13 Strategies to Build Your Link Profile: Start building backlinks with these tips.

Using the Right Anchor Text

Anchor text is an important part of backlink building. It provides search engines with context about the content of the link’s destination, helping them understand and rank the content accordingly.

Properly optimized anchor text can influence a page’s ranking for specific keywords.

And, by giving accurate context about the linked content, it offers clues to search engines about the relevance and subject of the linked page, aiding in the determination of its authority and relevance in search results.

Types of Anchor Text

There are a few types of anchor text to be aware of. You want to build backlinks with all types.

  • Exact Match: Contains keywords that are identical to the targeted terms of the linked page. For instance, linking to a page about “personal injury law” with the anchor text “personal injury law.”
  • Partial Match: Includes variations of the keyword for the linked page, like “top personal injury attorneys.”
  • Generic: Uses a general phrase without target keywords, such as “click here” or “learn more about our services.”
  • Branded: Uses the brand name or the domain name as the anchor text, like “Smith & Associates” or “LawFirmXYZ.com.”
  • Naked URLs: The URL itself is used as the anchor, e.g., “www.LawFirmXYZ.com.”
  • LSI (Latent Semantic Indexing) Keywords: Uses synonyms or related terms, like “accident claims lawyers” or “litigation for injuries.”

An Exact Match anchor would be something you’re trying to rank for, like “Toronto personal injury lawyer,” while a Partial Match anchor has some of the keywords, i.e., “personal injury lawyer john doe.”

The key is to have a variety of anchor texts pointing at your website. These links not only improve the rankings of the pages they point to but also of your entire website.

3. Post Content on Social Media and Your Google Business Profile

Social media becomes more and more relevant as the years go by — and Google knows it.

A healthy presence and regular content sharing on the most relevant social media platforms can help build awareness about your law firm’s brand while indirectly supporting your local SEO efforts.

We recommend Facebook and LinkedIn for lawyers, as they tend to have the most significant ROI.

popular social media for lawyers

If you want to learn more about how you can use social media to level up your law firm, head over to our guide to social media for lawyers.

Posting On Your Google Business Profile

Did you know that your Google Business Profile also allows you to post content directly?

In fact, posting regular weekly legal content and updates about your law firm is best-practice local SEO for attorneys.

You can share anything you think is relevant to your target audience:

  • Firm updates: Changes in your team, location, hours, and even awards.
  • Thought leadership content: Answers to legal FAQs that help your target audience find solutions to legal problems.
  • Opinion on local legal cases: Offer your expert opinion on local cases of interest to your audience.

Here’s how our client Trey Porter Law addresses the problem of how to expunge a criminal record in Texas on his Google Business Profile.

gmb posts for law firms

Aside from helping your target audience and promoting your firm, posting content like this regularly is a clear signal to Google that your business is relevant, authoritative and open for business.

Your content has a better chance of being pushed to the top if you’re active.

Plus, you can link back to your website’s blog posts or other landing pages directly from your Google Business Profile posts for additional SEO juice.

4. Get Positive Reviews from Clients

Curating positive law firm reviews from clients is a surefire way to increase your rankings. Without them, you won’t be able to compete with other local firms.

Strong reviews also serve as social proof. Any prospective client searching online for a law firm will check out the reviews. Having few reviews (or many negative ones) will damage your lead generation strategies.

Soliciting reviews from happy clients is one of the key ways we helped DWI lawyer Trey Porter start to dominate Google.

google reviews

But how do you get reviews?

Like most of the best digital marketing strategies, many positive things happen organically if you provide a client-centered experience. But you sometimes need to give review-gathering a little “push.”

Many clients aren’t aware of how critical reviews are for businesses these days — or how to leave one.

Legal services rank among the highest regarding the importance of online reviews for potential clients to check, with 94 percent of people classifying reviews as important for financial and legal services in a recent Bright Local study.

Local SEO for Lawyers Review Importance

It’s best to make soliciting a review from happy clients a part of the process as you close each case file.

This needn’t be burdensome. If you don’t like asking for reviews in person, you can automate it through email.

Here’s a sample email showing how you could approach a client.

Local SEO for Lawyers Review Email

Many satisfied clients will happily leave a positive review when asked. In fact, 76 percent of people asked to leave a review do so, according to Bright Local.

Here’s some more interesting data they discovered.

Local SEO for Lawyers Reviews BrightLocal

Don’t forget to respond to all reviews, even negative ones. It shows you care about your clients. Sometimes, you can make it right, and a client may even change a review. It also helps your local SEO efforts to show that you’re responsive.

5. Optimize Profiles in Online Directories for Citations and Backlinks

While most people head to Google to search for lawyers, some browse directories like Yellow Pages or specific legal directories like Avvo. These pages are often placed high in the search results.

Your listings should be accurate and up-to-date across all directories. And consistency is key: Google loves listings that are consistent across the web and promotes them favorably.

Here’s an example of what your listing should look like on Avvo, one of the most popular legal directories.

Local SEO for Lawyers Legal Directories

Here’s a list of directories to consider listing your firm in:

  • Yellow Pages
  • Yelp
  • Avvo
  • FindLaw
  • Lawyers.com
  • Justia
  • Martindale
  • NOLO

A bonus of adding your law firm to these directories is that you can generate inbound links to your website, which will aid your general SEO.

Local Citations

local citation is any online mention of a local business’s name, address, and phone number (NAP).

Citations appear online in many places, but the main spots are local business directories — and it’s easy to generate many citations to help your law firm boost its local rankings.

Key Mistakes to Avoid in Legal Citations

  • Inaccurate NAP Information: Providing wrong or inconsistent Name, Address, and Phone (NAP) details is a frequent error. This confuses both potential clients and search engines, diminishing your online presence. Always verify that your NAP is uniform and up-to-date across all listings.
  • Ignoring Negative Reviews: Negative feedback is unavoidable, but neglecting it worsens the situation. Addressing such reviews demonstrates client care and dedication to service excellence. Responding swiftly and professionally can convert negative feedback into a positive outcome, enhancing your online reputation.
  • Overlooking Niche Directories: Beyond mainstream directories like Google My Business, Yelp, and Avvo, don’t miss out on niche directories relevant to your practice area or location. These can yield more specific leads and boost your visibility in particular legal fields.
  • Using Irrelevant Keywords: Incorporating unrelated keywords in your citations can detract from your search visibility and credibility. Ensure your citations contain only pertinent keywords and avoid overstuffing, which can lower your search engine rankings.

Keep all contact information up to date, including your address, phone number, website, and other relevant information. If Google can’t figure out which of your listings is accurate, it will penalize you.

Another key benefit of listing in the main legal directories is the backlinks to your website that it generates (more about backlinks below).

6. Create Separate Pages/Microsites for Each of Your Locations

Your website affects all your search engine optimization efforts. It’s an obvious place to look if you want to improve local SEO for lawyers.

Make sure you have a specific page with your location information to tell Google explicitly the localities in which you should rank (each of your locations).

It’s usually best to create location-specific pages for each office if you operate in different geographies. It will help get your firm in the local SERP for each area.

Oykhman Criminal Defense has created a different microsite for each of its offices — an excellent local search strategy for law firms.

law firm microsites

Here’s another great example from one of Alberta’s leading employment law firms, which has optimized its website to rank in multiple locations in the province and beyond.

Local SEO for Lawyers Microsites

7. Keep Your Law Firm’s Website Up-to-Date and Optimized for Search

As the hub of your local search activities, it’s essential to keep your website’s on-page SEO up-to-date and optimized for search.

Here’s where to put your time and energy into the best results with on-page SEO.

Update Meta Title/Descriptions

Your meta titles and descriptions tell Google and searchers important information about your website’s pages.

Here’s what a homepage title and description might look like in the Google SERPs when optimized for local search.

Local SEO for Lawyers Meta

Include your main keywords in different ways on different pages, and also pay attention to the following:

  • Go through your meta tags to make sure they include the location you’re targeting for each page.
  • Add the city before the business name in the title (and the state if it fits — but no more than 50-60 characters including spaces).
  • Include your main or secondary keywords in the page description to describe what visitors will learn (keeping within a character count of 155-60 including spaces).
  • Add “near me” and “near you” to a few title tags for pages, if you like.

Here’s another good example.

Local SEO for Lawyers Meta Data

Improve Keyword Placement

Try to include your main and secondary keywords in all the main places on your website’s pages but make sure that it reads naturally and don’t overdo it. Write first and foremost for visitors and keep it informational.

As well as the meta titles and description, add keywords and variations of your keywords to:

  • H1 headers
  • H2 headers
  • Your content – but make sure it reads naturally (use sparingly) and don’t overuse the same keyword

This firm is targeting the keyword Albuquerque divorce lawyers by using it in the main (H1) page header.

Local SEO for Lawyers Keyword H1

Suitable variations of this main keyword might be:

  • Albuquerque divorce attorney
  • Divorce lawyers in Albuquerque
  • Divorce attorney in Albuquerque
  • Divorce attorney near me
  • New Mexico divorce lawyer

Embed Google Location Maps

Embedding Google maps on your website is also good practice for local SEO. Many firms include maps in the footer of every page and/or the Contact pages.

Simply go to Google Maps and locate your business. Then click on the “Share” button, and the pop-up will provide an option to “Embed a map.” Click on that and then “Copy HTML.”

Once you paste that code into your website’s code, you’ll see something like this.

Local SEO for Lawyers Google Maps

Make Sure Your Website Is Fast and Mobile-Friendly

Surveys show that roughly 63% of searches originate on mobile devices.

Local SEO for Lawyers Mobile

Think about it — when you look up a business on your phone, what do you look for?

It’s usually:

  • Directions
  • Reviews
  • Contact information

Mobile searchers are primed and ready to contact the businesses they’re searching for — and your law firm needs to be ready for these prospective clients with a mobile-first (or at least a mobile-friendly) approach.

Google’s PageSpeed Insights can help you take steps to ensure your website checks all the boxes — with feedback on how to improve your site.

Ideally, you should see a page like this when you type your URL in and hit enter.

Local SEO for Lawyers Mobile Friendliness

Google prioritizes websites that are mobile-first, meaning they’re responsive and perform well on all devices. You’ll rank lower across the board if your website is designed solely for desktops.

So, if you don’t see a result like the above when you test your law firm’s URL, you need to take action to make your website more mobile-friendly — speak to your website developer.

8. Create Optimized Local Content

Not every client will visit your website through local search results. Some will find you through high-ranking blog posts or other content.

A comprehensive content marketing strategy that develops relevant, valuable resources in your practice areas and incorporates location-specific keywords will help you feature prominently in local and non-local search results and get even more clients.

Here’s a good example from our client, The Maine Divorce Group.

Local SEO for Lawyers Content

The value of high-quality legal content is becoming more important, and it’s worth bearing this in mind as you develop your strategy:

Google has evolved to a point where you can focus on creating content for the user, not the search engine. You’ll still be rewarded with higher rankings.

Do local keyword research to identify high-performing keywords targeting your area.

Even if keywords like “child support in Maine” don’t convert directly into clients, they go a long way in generating backlinks and visits. This is good for SEO, in general.

Create a content plan that specifically addresses local topics in addition to your more SEO-centric posts. Luckily, there are a lot of things for lawyers to cover.

For example, you could be the local authority and publish content covering:

  • Local industry events
  • News related to your practice area
  • Local cases

Here’s a good example of “local content” from New York family law firm Stephen Bilkis & Associates.

Local SEO for Lawyers Blog

You can even use your insight to provide opinions on local crimes, changes in the law, or anything else you feel qualified to speak on. It won’t take long before you’re known as an authority in your area.

These are just a few options. Consider what kind of “top-of-funnel” (informative and problem-solving) content you can publish that’s relevant to your audience. Even go beyond your practice area if it’s relevant.

9. Participate in Local Events and Organizations

Don’t stop at sharing your thoughts and opinions on local happenings. Get out there and engage with your local community. The more you participate, the more digital PR you can get.

The benefits go beyond getting your name out there.

benefits of local pr

There’s a lot of value in participating in local events. And some of those benefits directly affect your SEO, namely building backlinks.

But what types of events should you be involved in?

Consider the following:

  • Holding a volunteer day in your organization
  • Appearing in the local media as an authority on a legal topic
  • Sponsoring local events and teams
  • Establishing a scholarship

Backlinks from news organizations and schools are precious as they are considered high-authority links. Look to engage with these types of organizations whenever you can.

You can also actively generate backlinks from other local and non-local sites by engaging with your community.

Keep your link-building strategies and activities relevant to your local audience, and you’ll build valuable backlinks that will improve your local rankings (and make you feel good in the process).

10. Add Local Lawyer Schema to Help Google Understand Your Firm

We need to get a little technical with this one, but it’s actually quite simple. Some simple DIY steps are included below but if you prefer, get your web developers, SEO specialists or “website guy” to look after this one.

Local schema is a major ranking factor in local SEO for lawyers, but what is it exactly?

Well, Google needs to understand your firm’s web page data clearly to present it how you would like in Google Search. Local schema is a type of structured data markup code that helps you help Google.

By adding local schema markup to your firm’s website, you’ll optimize it for local search, making it easier for search engines to identify where you operate and what your firm does.

How do you do that?

The easiest way is to use Google‘s Structured Data Markup Helper.

Local SEO for Lawyers Google Structured Data Helper

Click on the blue button, and you’ll be taken to the Structured Data Markup Helper.

From there, follow these steps:

  • Click “Local Business” and enter the URL of your firm’s website.
  • Click “Start tagging,” and you’ll be taken to a page that shows your homepage.
  • From the My Data Items menu on the right-hand side, highlight the following items on your homepage:
    • Business name
    • Telephone
    • Address (Street, City, State, ZIP)
    • Image (your logo)
  • Click “Add missing tags” to add your website URL.
  • Click on “CREATE HTML” to get your J-SON code.
  • Copy and paste the code you receive into the HEAD section of your site.

If you prefer, you can also use ChatGPT to create the schema for you.

Local SEO Tools for Lawyers

We’ve covered the why and how of local SEO for lawyers.

Now, let’s look at a few tools you can use to improve your rankings if you go the DIY route.

Google prefers to promote businesses with consistent citations. So, it’s essential to monitor all mentions of your firm online and ensure the name, address, and phone number are up to date and consistent.

Whitespark helps with many elements of local search, offering local listing management and helping you build and update all local citations.


Aside from that, it recommends where you should list your business based on competitor data and even helps build reviews — all to improve your local search rankings.

Screaming Frog is not built for local SEO specifically but is the number one tool for technical SEO audits — specifically, its SEO spider tool.

screaming frog

Frogs? Spiders? It may seem like the only creature missing is snakes but all you need to know is that it’s a desktop program that crawls websites and looks for common SEO issues.

So, it can help improve your firm’s general SEO as well as local search results with:

  • Improved meta titles/descriptions
  • Better link structure
  • Removing 404s, and more

You can crawl up to 500 URLs for free before upgrading to the paid version.

Moz Local is similar to Whitespark, improving online visibility by creating and managing your online local business listings on Google, Facebook, and so on.

moz local

Not only is Moz Local an excellent tool for keeping your listings consistent but it also collaborates with data aggregators to get your listings in front of more eyes.

Plus, there’s a built-in review manager. You can monitor and reply to reviews across all ecosystems from one dashboard.

One of the most widely used SEO tools (and for a good reason) is Semrush. It can help improve your local SEO by monitoring your backlinks.


There’s also a built-in listing management tool similar to Moz Local that you can use to distribute your business data to the top directories automatically.

Aside from that, you get a roster of SEO tools, including position tracking, an on-page SEO checker, competitor analysis, and more.

Local Falcon is a tool to help you track local rankings.

Local SEO for Lawyers Tools Local Falcon

It’s important to maintain a good overview of how you rank for your main keywords in different locations if you are targeting several city areas/cities/provinces.

It’s essential if these areas are very competitive, as small improvements can help you realize good gains.

Come Out on Top of the Pack with a Local SEO Strategy

Local SEO for lawyers is neither difficult nor costly. Pay attention to the details, and it’s not that hard for a small local firm to outrank much larger businesses in the Google Map Pack and organic local search listings.

We can’t emphasize strongly enough the importance of a comprehensive local SEO strategy for any law firm looking to grow.

By following the above tips, you’ll attract new leads, establish yourself as an authority in your area, and increase revenues.

Let’s take a look at a case study that exhibits the success you can expect from calculated efforts toward your Local SEO Strategy.

Hiring Professional Local SEO Services for Law Firms

Choosing an SEO company like JurisPage can help you grow exponentially and master local SEO.

Trey Porter DWI Law: A Local SEO Case Study

Here, let’s take a closer look at how this law firm utilized local SEO to find their way to the top rankings on Google.


Trey Porter Law, a prominent criminal defense firm located in San Antonio, Texas, specializes in handling cases related to DWI, DUI, and public intoxication.

The firm enlisted the expertise of JurisPage to enhance its online presence through a targeted Search Engine Optimization (SEO) strategy, aiming to boost its visibility on Google search results and draw more sales leads and inquiries.


The outcome of the SEO campaign was outstanding, securing the top position for highly competitive DWI-related keywords in the San Antonio area. These top-ranking keywords include “San Antonio DWI Attorney”, “San Antonio DWI Lawyer”, and “San Antonio Public Intoxication Attorney”.

As a result of the SEO efforts, the firm witnessed an impressive increase in its monthly web traffic, soaring by more than 800%.

As a result of these local SEO efforts, Trey Porter’s law firm saw the following benefits.


#1 keyword rankings on Google


Increase in website traffic


Monthly website sessions

As you can see, a good SEO strategy can make all the difference.

If you opt for Jurispage, you can receive local SEO audit, find out where you’re going wrong, and get you to the top of the local search results.

Get a free consult today.

Frequently Asked Questions – Local SEO for Lawyers

Law firms need to prioritize SEO, as search engines are the primary way for people to find and qualify businesses. If prospective clients can’t find you online or if any aspect of your SEO is lacking, you’ll attract fewer qualified leads.

A strong SEO campaign involves answering clients’ questions, leading to greater visibility and increased traffic.

Law firm SEO services can cost anywhere from $3,000 a month to up to $20,000 a month, depending on variables, including your practice area and location. The cost will increase as you add on new practice areas and locations.

Most law firms target clients living in a specific geographic area. As long as you focus on attracting leads residing in your state, city, or even a particular zip code, local SEO remains the best way to get new clients.

No, there’s no way to pay Google to rank your website higher than the rest in organic Google searches. You can, however, pay for pay-per-click (PPC) ad campaigns and local service ads, which are pay-per-lead and placed above the organic results in the Google SERP.

The timeline for seeing tangible results from SEO efforts can vary widely, but most law firms can expect to see significant improvements within 3 to 6 months. This timeframe can be influenced by the competitiveness of your practice area, the current state of your website, and the consistency of your SEO strategy.

Local SEO focuses on optimizing a business’s online presence to attract more customers from relevant local searches. For law firms, this means targeting potential clients within a specific geographic area. It involves specific strategies like optimizing for Google My Business, local citations, and local keywords, which are not necessarily a focus in broader SEO campaigns.

SEO is an ongoing process, not a one-time task. Law firms should regularly review and update their SEO strategies to adapt to changes in Google’s algorithm, shifts in client behavior, and the competitive landscape. A quarterly review is a good practice, but some aspects, like keyword research and content creation, should be ongoing.

Yes, content marketing is crucial for law firm SEO. High-quality, informative content that answers potential clients’ questions can improve your site’s ranking, attract more traffic, and establish your firm as an authority in your field. Regularly publishing blog posts, articles, and guides on relevant legal topics can significantly enhance your SEO efforts.

Success in SEO can be measured through various metrics, including organic traffic, search engine rankings for targeted keywords, conversion rates, and local visibility. Tools like Google Analytics and Google Search Console can provide insights into how well your SEO strategies are performing and where adjustments may be needed.

Online reviews are a critical factor in local SEO for law firms. Positive reviews can improve your firm’s visibility in search results, influence potential clients’ perceptions, and increase the likelihood of being featured in the coveted Google Local Pack. Encouraging satisfied clients to leave reviews and responding to all reviews, positive or negative, are best practices for enhancing your local SEO.


Leave the web to us.

We help ambitious law firms attract new clients with SEO, Google Ads, Website Design, and Content Marketing.


Drive clicks and conversions with Google Ads

We help entrepreneurial law firms attract high-quality sales leads and gain premium placement in the search results with Google Ads.

  • We design mobile-friendly landing pages for your firm.
  • We develop your Google Ads strategy and configure the campaign.
  • We launch, optimize, and improve your campaign's performance.
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Gain top SEO rankings in Google

Rise to the top with an all-in-one website design and Search Engine Optimization program to help you Elevate your rankings, increase your traffic, and drive more qualified leads to your website.

  • We design your firm an SEO-engineered WordPress website.
  • We develop and implement your campaign's SEO strategy.
  • We provide performance reports you can actually understand.
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Legal Marketing 360

An all-in-one digital marketing package

The all-in-one digital marketing program for law firms & attorneys. Focus on building your firm and we’ll deliver a steady stream of new prospects who are ready to buy. It’s that easy.

  • We create a professional, user-friendly website and increase your rankings in Google's search results with SEO & content.
  • We develop your Google Ads strategy, perform keyword research, and configure your campaign.
  • We create articles that keep your audience coming back for more.
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Not Sure Which Package You Need?

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