In today’s internet-driven world, having a credible online reputation is crucial for any business, and law firms are no exception. When people need legal counsel, they turn to their references or search engines like Google to find nearby attorneys.
This is where local Search Engine Optimization (SEO) enters the spotlight. As the number of people searching online for legal services increases, it is essential for law firms looking to attract local clients. Local SEO is the key to attracting potential clients proactively seeking legal assistance if you run a law firm.
This blog explains how law firms can use local SEO to build a robust online presence and dominate their market.
Local SEO means optimizing your online profile to generate more business from specific regional searches. Contrary to general SEO, which concentrates on broad, nationwide keywords, local SEO emphasizes optimizing for location-specific queries. For law firms, this is crucial since most legal services, like personal injury or family law, are sought locally.
For instance, local SEO ensures your law firm appears in the coveted “local pack” of Google’s search results, highlighting nearby businesses. Ahrefs reveals that about 30% of mobile searches are location-related. Nearly 80% of individuals who search for something close by on their phones visit the store within 24 hours. Moreover, over 25% of ‘near me’ searches lead to a purchase.
Furthermore, according to a study by Clio, over 15% of clients used online search engines to search for a lawyer on their own. Additionally, more than 5% of consumers turned to phone books and lawyer directories as well as relied on advertisements. Therefore, if your law firm isn’t optimized for local searches, you’re missing out on clients ready to engage.
To dominate the local market, your law firm should focus on key strategies that improve your rankings. Below are the most important components that will make a difference.
One of the first steps in local SEO is setting up or optimizing your Google Business Profile (GBP). When potential clients search for legal services like “car accident lawyer near me,” Google relies heavily on GBP to display relevant firms. Ensure that your profile is exhaustive, accurate, and valid. Key information like your firm’s name, address, phone number, and office hours should be identical on all platforms.
Additionally, including relevant categories such as “personal injury lawyer” will help Google rank your profile appropriately.
Furthermore, upload quality photos, respond to reviews, and frequently update your profile with posts about legal updates or community involvement. This can enhance your ranking in the local pack. Google suggests that users are 2.7 times more inclined to view a business as reputable if it provides a detailed description on Google Search and Maps.
Moreover, consumers are 70% more likely to visit a business and 50% more comfortable purchasing from it if it has a complete GBP. Thus, you can’t afford to ignore your Business Profile.
Online reviews are a significant ranking component for local SEO. Law firms with more and better reviews typically rank higher in local searches than firms with few or negative reviews. Remind satisfied clients to submit reviews on Google, Yelp, or Avvo. If a review is critical, responding professionally can demonstrate accountability and encourage others to consider your services.
Remember to follow ethical guidelines when soliciting reviews. Never offer incentives for reviews or write fake ones.
An iLawyer Marketing study reveals that 98% of customers research online reviews before hiring an attorney. They trust Google (90%), Yelp (69%), Facebook (35%), and Avvo (13%) with their decision-making. Moreover, 9% of customers prefer Yelp reviews as a primary source to find a lawyer online, only second behind Google.
For example, a truck accident lawyer who manages their reviews and engages with clients is more likely to attract business from potential clients. The reviews can often give clients the confidence to reach out for an initial consultation, knowing they’ll receive reliable and qualified legal representation.
Citations mention your firm’s name, address, and phone number (NAP) on third-party online platforms. They help Google verify that your law firm exists and is credible.
Moreover, consistent NAP information across the web notifies search engines that your business is credible and verifiable. Moz or Semrush’s citation management tools can help ensure your information is accurate on legal directories, Yelp, Apple Maps, and more.
The more reliable listings you have, the more trustworthy your law firm will seem to Google, which can boost your regional ranking. This is especially useful for firms in competitive markets like St. Louis, where accuracy in listings can give you a leg up against competing firms.
On-page optimization includes adjusting your website to improve its visibility in search results. Use location-based search phrases across your website content. For example, if you’re a criminal attorney in New Jersey, include terms like “New Jersey criminal law attorney” or “defense lawyer in New Jersey.”
Check your website’s title elements, meta content, header tags, and image alt text, and include these phrases. You can also use schema markup to ensure search engines understand content and place it more accurately in search rankings.
In addition to managing your online profiles, creating content that appeals to your local readership is crucial for dominating local SEO. Legal content should focus on the specific client needs in your area. Furthermore, having dedicated landing pages for different services and locations can significantly improve local visibility.
This is a powerful strategy for law firms serving multiple regions. For example, a personal injury law firm could have landing pages targeting queries such as “Edwardsville wrongful death lawyer” or “Edwardsville car accident attorney.” These web pages should be optimized with contextual search queries that reflect what people in that area are searching for.
The content should focus on legal services while incorporating local landmarks, legal updates, or community involvement that adds authenticity to your business. This shows potential clients and Google that your firm is truly invested in the community.
Beyond landing pages, regularly publishing blog posts that discuss local legal developments, case studies, or changes in state laws can boost your local SEO. Google values fresh content, and local blog posts allow your website to rank for localized long-tail keywords. However, personal injury law is a highly competitive area of legal services. That’s why strong local SEO efforts can make a significant impact.
Think about it: clients involved in accidents often search for immediate help. Ranking well in local rankings can be the dividing line between being found by a client and passing them on to a rival firm. For instance, in St. Louis, Missouri, the city’s unique layout and busy streets can lead to traffic congestion.
This is particularly a concern during rush hours or major events near the iconic Gateway Arch, resulting in frequent traffic accidents. In 2022 alone, the city witnessed over 13,130 accidents, involving nearly 3,380 personal injuries and 68 deaths. A St. Louis car accident lawyer serves a key role in such circumstances. They help victims through the complex legal repercussions of these incidents.
These attorneys support those affected by accidents and educate the local community about road safety. Personal injury attorneys specializing in car accidents offer invaluable counsel in such cases.
TorHoerman Law reveals they guide clients through dealing with insurance companies, help gather evidence, and ensure fair compensation for injuries and damages. Their knowledge of local traffic laws is often crucial in building strong cases.
Creating content that addresses these local concerns and showcases your expertise can significantly boost your visibility in local search results. This approach demonstrates your understanding of the community’s needs and positions your firm as a trusted local resource.
For law firms, generating high-value local backlinks is critical to ranking well in regional SEO. Backlinks from reputable local sources like news outlets, community organizations, or even legal directories help Google see your firm as a trustworthy authority. One effective way to earn these backlinks is by actively engaging in community events, sponsoring local charities, or contributing expert opinions to local media.
Additionally, law firms can team up with other local entities or legal experts to create mutually profitable alliances that generate backlinks. For example, working with a local medical provider to offer legal insights on personal injury cases can lead to quality backlinks.
While content and citations are key to local SEO, technical SEO should not be overlooked. Check that your law firm’s website is fast, mobile-friendly, and designed for applicable keywords. Since most local searches happen on mobile devices, Google uses mobile-friendliness as a determining criterion.
To improve your mobile presence:
Persuasion Nation reports that about 58% of people search for legal services on mobile devices. By investing in mobile optimization, you can capture this valuable segment of potential clients.
Moreover, a slow, hard-to-navigate site will result in higher bounce rates, negatively affecting your rankings. Use tools like Google Search Console and Semrush’s SEO Checker to audit your website and address any technical difficulties that could hurt your rankings.
Track key performance indicators (KPIs) to ensure your local SEO tactics take off. These may include:
Resources like Google Analytics and Google Search Console can assist you with monitoring these metrics. Regularly assess your progress and alter your approach as required. The world of SEO is constantly changing. Search engines update their algorithms frequently, so stay abreast of the newest trends and optimal tactics. Optimize your website and online presence to maintain a strong lead in the legal marketplace.
General SEO focuses on improving a law firm’s visibility nationwide, while local SEO targets specific geographic areas. Local SEO emphasizes tactics like improving Google Business Profiles, handling regional listings, and delivering area-specific content. It’s crucial for law firms serving particular communities or regions.
While not an obvious ranking contributor, social media indirectly helps with local SEO. Active profiles on social platforms like Facebook and LinkedIn increase your firm’s visibility, establish a brand image, and attract people to your website. This can substantially improve your regional search visibility.
Local SEO costs about $1500 to $5000 per month, depending on the firm’s size, location, competition, and the services included. However, FirstPageSage reveals a law firm, on average, spends around $120,000 annually on SEO. To see results, expect to invest monthly in ongoing optimization, content creation, and citation management.
Local SEO is no longer an afterthought for law firms; it’s a must. By optimizing your Google Business Profile, managing online reviews, creating location-specific content, and building strong local backlinks, you can dominate the competitive niche market. Irrespective of your practice field or city, local SEO will help improve your visibility to potential local clients.
Remember, local SEO is an ongoing process. Stay apprised of the newest developments and algorithm updates to maintain your competitive edge. With consistent effort and the right strategies, your law firm can dominate the local search results and attract more regional clients.
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