Local SEO for Law Firms: Get More Local Clients

Local SEO for Law Firms: Get More Local Clients

Search engine optimization (SEO) is one of the leading marketing strategies for law firms because potential clients regularly use search engines such as Google to find lawyers in their field. I have a simple search for the “best family lawyer” regularly in organic results and Google Maps – both method firms are likely to bring a sleuthing.

This means that many law firms are competing for the top spots that attract the most clients.

If you own a law firm, you want to go to the top, so your firm outshines its rivals. To do this, you must implement a local SEO strategy that attracts customers from your local area.

What is local SEO for law firms?

Local SEO is a type of search engine optimization that involves optimizing your website for local – ie, geo – specific search. This means that if someone is looking for a service in their local area and / or is using local search terms (such as “the best lawyer in Seattle”), you can try to rank for those searches Huh.


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Local SEO is important to law firms because the majority of law firms serve clients in a specific geographic area. Unless you serve customers nationally, it is likely that you only want leads from people who are actually within your county, city, or state.

In addition, it is less competitive to try and rank for local keywords than broad keywords.

There may be fewer people searching for “criminal lawyer in Columbus”, but there will also be fewer law firms trying to rank for that position than the “best criminal lawyer”.

Key components of local SEO for law firms

If you are ready to invest in one of the most effective marketing methods for law firms, then it is time to dip your toes into local SEO.

Below, we have outlined the main components of local SEO for law firms and how to apply them to your site so that you can start attracting more local clients.


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Website optimization

Website optimization is the first component of local SEO for law firms, as you will need a website that is fast, functional and SEO friendly to attract fluid traffic.

If you already have a website, this means addressing issues on any site to follow on-page and technical SEO best practices. This can include fixing broken links, optimizing your website’s load speed, using your target keywords through your page titles and site content, and incorporating a user-friendly site structure.

If you are building a new site, make sure that your web developer understands SEO and can design a site optimized for search engines and for people. If your website loads quickly, is easy to navigate, and can be indexed by search engines, you will have a better chance of ranking in local search results.

Mobile experience

It is estimated that about 60% of Google’s visits come from mobile devices. This means that people are using smartphones and tablets to search for goods and services, and then browsing websites on the go.

As the owner of a website, you want your site to be mobile friendly, so that potential customers can navigate your site even on a small screen. To do this, you should create a mobile-friendly version of your website with clear text, fast-loading images, and direct call-to-action buttons.

Focusing on the mobile experience is important not only because mobile-friendliness is an important ranking factor, but also because it will keep visitors on your website longer.

content creation

The content of your website tells visitors what it is that you do, how you can help them and how they can get in touch with you. It also works to attract organic visitors when you use localized keywords in the title, meta description, and body text of your web pages.

To conduct keyword research for your law firm content strategy, use keyword research tools such as SEMrush, which are 1) relevant to the services you provide and 2) relevant to the services you provide.

For example, if you provide criminal law services in Las Vegas, you may want to target keywords such as “Las Vegas Criminal Lawyers” or “Criminal Law Lawyers in Las Vegas”. You can then use these terms on the “Criminal Law” service page or on the homepage of your site.


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In addition, you can publish informative articles that attract potential customers.

“What are the new DUI laws for Las Vegas residents” or “What should I do if I get arrested in Las Vegas?” Blog posts such as these can serve to attract potential customers in your local area.

Once you find the keywords you want to target, you should write informative content for the interests of your customers. To rank for these terms in local search, naturally use your target and related keywords throughout the page.

Google My Business

Google My Business is essentially an online directory that allows you to submit your business information to rank in Google Maps.

Getting started with Google My Business is free and there are many areas where you can include your business hours, services, address, phone number, website URL, photos of your business and more. By filling your Google My Business listing completely, you can potentially outrank your competitors in Google Maps.


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For an example of what this looks like, search for one of your local keywords and see listings that pop up in organic search results.

Google My Business also allows you to submit reviews from previous clients, which can also increase your law firm’s reputation and local rankings.

Reputation and Review

When it comes to increasing your law firm’s authority, online reputation, and search engine rankings, positive customer reviews can work wonders.

Consider that if a potential client searches for a lawyer and sees that your firm has the most positive reviews, they may be inclined to choose you over the competition. You can ask customers to leave reviews on your Google My Business listings, on Facebook, and on other directory listings.

Based on positive reviews, Google can actually differentiate your law firm by pointing out that your law firm is legitimate.

Link Building and Citizenship

The final component of local SEO for law firms is link building – which involves attracting links from other sites to your website.


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Since a link to another site (“backlink”) is essentially a vote of confidence from that site that your law firm is reputable and a good source of information, attracting a wide variety of high-quality links will increase your local ranking. May improve.

The key here is to attract links to reputable, industry-related sites.

One way to do this is to present your business information to directories. Other methods include submitting guest posts to websites, landing interviews in industry publications, creating high-value content that naturally attracts links, and marketing your content / eBooks / PDFs to external blogs.

Now, this is only the tip of the iceberg when it comes to link building, but it is worth trying a variety of strategies instead of buying cheap links.

Focus on quality over quality. The best links will help increase your local rankings and even generate more referral traffic.

Your Law Firm Requires Local SEO

Unless your law firm has a strong paid advertising strategy, you cannot invest in local SEO. Local SEO is one of the best marketing strategies for law firms as most potential clients are seeking lawyers in their local area.


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If you are not beating other law firms in local search, you are missing traffic and clients. Include the above components in your SEO strategy or hire an SEO professional to help put your site on the map – literally.

By doing this, you can attract more local customers, improve your online reputation, and establish your company as a powerhouse in your niche.

Featured Image Credit: Paulo Bobita