Navigating Google’s Map Pack: A Law Firm’s Guide to Local SEO

Google Map Pack

The majority of law firms rely on local leads to survive, making local SEO a high-value marketing strategy for lawyers. Central to this strategy is Google’s Map Pack — a tool that’s vital in steering potential clients to your website.

The Map Pack (or Local Pack) levels up your online presence, making you more visible in local search results.

It’s a key benefit of having a Google Business Profile — a tool allowing you to manage and control how your business appears online.

In this article, we’ll dive into how attorneys can use the Map Pack to improve their firm’s online presence so that the right clients find you at the right time.

Understanding Local SEO for Lawyers

Local SEO involves optimizing your online presence to attract more business from local clients. For law firms, this means appearing at the top of local search results, where potential clients are looking for legal assistance in their area.

Why is this important? Because most legal services are sought locally. When someone searches for a lawyer, they usually specify their location.

They’ll type something like “family lawyer near me” or “family lawyer Dallas Texas.”

A solid local SEO strategy can get your firm to appear in these targeted searches, increasing the likelihood of attracting local clients — the type of client that has the highest conversion rate.

They convert at a high rate because local SEO is highly targeted, getting you in front of the right audience. This type of precise marketing can significantly impact your firm’s client acquisition and retention rates.

Google Business Profile: A Key Tool for Lawyers

Google Business Profile is a tool for law firms seeking to optimize their local online presence. It’s a free tool that allows businesses to manage their online information as it appears in Google Search and Maps.

By accurately listing your firm’s details, such as location, contact information, and services offered, you can directly connect with potential clients searching for legal services in your area.

Having a fully fleshed-out and up-to-date Google Business Profile is important. Your profile creates an engaging and informative snapshot of your law firm. This includes adding high-quality images, keeping your info updated, and responding to client reviews.


A main part of Google Business Profile is the competitive Map Pack. The Map Pack can be displayed at the top of the SERP and in the Maps tab. It’s one of the first things that searchers see when looking for a lawyer on Google. Being featured here means your firm is regarded as a top local option.


If you put the work into optimizing your Google Business Profile, you’ll like appear near the top. Regular updates, responding to reviews, and providing detailed service information play a significant role.

When your firm appears in the Map Pack, it gains a level of exposure and credibility you won’t find elsewhere. It’s worth the effort.

Optimizing for the Map Pack

As discussed, the Map Pack directly lists local businesses on Google’s search results page. It’s a prime spot for attracting leads, so optimizing your GBP as much as possible makes sense. Here are some tips.

  • NAP Consistency: Your Name, Address, and Phone number (NAP) should be consistent across all online platforms. This includes your website, social media profiles, legal directories, and your Google Business Profile. Consistency in NAP information helps Google validate the legitimacy of your business, which is necessary to get featured on the Map Pack.
  • Google Business Profile Optimization: Include detailed information about your services, operating hours, and any other relevant details. Regularly update your profile with fresh content like posts, photos, and news about your firm.
  • Encourage Clients to Leave Reviews: Positive reviews significantly impact your Map Pack ranking. Encourage your most satisfied clients to leave reviews on your Google Business Profile. Responding to these reviews, whether positive or negative, shows engagement and commitment to client satisfaction.
  • Local Keywords: Incorporate local keywords into your website and Google Business Profile content. Keywords like “divorce lawyer in [City]” or “estate planning attorney near me” can help Google understand the local relevance of your firm.
  • Local Link Building: Build local backlinks by engaging with community events, local business partnerships, and local press. Links from reputable local sources can boost your local SEO.
  • Mobile Optimization: Your website should be mobile-friendly. Many local searches are performed on mobile devices, and a mobile-optimized website provides a better user experience.

By focusing on these strategies, your law firm can increase its chances of appearing in the Map Pack.

Integrating Maps with Law Firm Websites

When we design a client’s website, we always include maps.

Here are best practices for effective map integration:

  • Embed Google Maps on Your Contact Page: Incorporate a Google Map pinpointing your law firm’s location on your contact page. This visual aid helps clients find your physical office, adds credibility, and reinforces your local presence to search engines.
  • Location-Specific Pages: If your firm operates in multiple locations, create individual pages for each. Embed a map for each specific location. Include relevant local information and keywords for each area.
  • Mobile Responsiveness: Make sure the embedded maps are mobile-friendly. A significant number of users access websites on mobile devices, and a responsive map improves the overall user experience.
  • Optimize Loading Times: Maps should load efficiently. Slow-loading maps can negatively impact user experience and SEO rankings.
  • Regular Updates: Keep the map and location information up to date. Accurate and current information is vital for maintaining trust and relevance.

Leveraging Local Citations and Backlinks

Building local citations and backlinks is one of the best ways to level up your local SEO.

Local citations, which are mentions of your law firm’s name, address, and phone number on other websites, significantly influence local search rankings.

Build as many as possible on legal directories, including:

  • Avvo
  • Findlaw
  • Justia
  • Martindale

NAP comes into play here. Regularly reviewing and updating these listings for accuracy is important. Inconsistent citations can confuse search engines and negatively impact your law firm’s SEO efforts.

Backlinks, particularly from reputable and authoritative websites in the legal industry or local business community, are also important.

Here are a few ways you can get started building local backlinks:

  • Working with Local Organizations: Partner with local groups or charities to gain backlinks from their websites.
  • Sponsoring Events: Sponsor local events, which can lead to backlinks from event promotion websites or local news outlets.
  • Contributing to Local Publications: Write articles or provide expert opinions for local newspapers or magazines, which can include a link back to your website.
  • Producing Quality Content: Create informative blog posts, detailed case studies, or helpful legal guides that other websites are likely to reference and link to.

Local SEO for Law Firms: Leveraging the Power of Google’s Map Pack

We’ve explored the importance of local SEO for law firms, emphasizing the impact of Google’s Map Pack on bringing law firms leads.

If you’re looking for help with your local SEO, reach out. We have a team of SEO specialists ready to assist.