Local SEO for Law Firms - A Simple Guide for Beginners

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Should your law firm invest in local SEO?

Yes.

Why?

…because 8 in 10 potential clients use Google to find lawyers when looking for legal services. Furthermore, 7 in 10 people who search for “near me” visit a business within a day. Even more interesting, most prospects want to talk to at least three law firms before picking an attorney.

Do you know what that means?

It implies that your law firm must appear in the top Google results to be visible to potential legal customers.

But how do you implement a local Search Engine Optimization (SEO) strategy that not only catapults your law firm's website to the top of search results but also brings you clients?

That’s what his blog post is all about.

In the sections below, you’ll learn the following:

What is local SEO for lawyers?

Tips for optimizing your online presence.

Best practices for law local SEO for law firms.

How to track and measure your SEO success.

We’ll also tell you how you can use LinkActions to enhance and fast-track your law firm's local SEO efforts.

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Let’s dive right in.

What is Local SEO for Lawyers?

Local SEO for attorneys involves optimizing your law firm's online presence to attract more local clients.

This means focusing on a city, neighborhood, or region where you offer your services. When you optimize your law firm for locality, your website can appear in searches made by potential clients in that area.

This begs the question;

How Do you Implement a Robust Local Attorney SEO Strategy?

Running an effective local SEO for lawyers strategy involves the following.

Optimize Your Google Business Profile

Start by claiming and fully optimizing your Google Business Profile. It takes just a few minutes. You can claim your profile here.

While you’re at it;

Ensure your business name, address, and phone number (NAP) are accurate and consistent.

Add high-quality photos and detailed descriptions and select appropriate categories.

Regularly update posts and respond to reviews.

Available data shows businesses with a Google Business Profile receive about 1,000 views a month, making this a critical step for attracting local clients.

Use Local Keywords

With your Google Business Profile up and ready, it’s time to identify and use local keywords in your website content, meta descriptions, and titles.

As a rule of thumb, include terms that potential clients might use, such as “divorce lawyer in [city]” or “personal injury attorney near me.” Then incorporate these keywords naturally into your blog posts, service pages, and FAQs.

Research shows that 46% of all Google searches are local. Thus, you’re leaving money on the table if you’re not using local keywords in your content and website.

Use tools like SEMRush or Ahrefs to find relevant local keywords you can use on your website and content.

💡Speaking of FAQs, LinkActions can help you create SEO-optimized legal glossaries and FAQs at the click of a button.

Yes. Our AI-backed legal marketing system allows you to create detailed answers enriched with your prospect’s keywords in a few minutes.

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Create Location-Specific Pages

You’ll also want to develop dedicated pages for each location you serve.

These pages should include information about your services, client testimonials, and local landmarks. In addition, talk about your experience and success stories in that area.

After all, businesses with location-specific pages record a 67% increase in organic search traffic, as these pages improve local relevance and visibility.

Gather and Manage Online Reviews

Customer reviews are powerful when it comes to getting you new legal clients.

Therefore, encourage satisfied clients to leave positive reviews on Google, Yelp, and other relevant platforms.

In addition, respond to reviews promptly, thanking clients for their feedback and addressing any concerns.

Why is this important? …because consistent, positive reviews boost your credibility and improve your rankings in local search results.

Besides, studies show that 4 in 10 potential customers trust online reviews as much as personal recommendations.

Build Local Citations

Businesses with accurate citations see 20% more traffic than those with inconsistencies.

Thus, ensure your law firm's NAP information is listed accurately on local directories, legal websites, and social media profiles.

Wait. Why would you want to build local citations for your law firm?

Because citations across the web reinforce your local presence and improve your local SEO rankings. Use tools like Moz Local or Yext to manage and update your citations. That way, you can save time and ensure accuracy.

Create Local Content

Creating valuable legal content is an excellent way to establish authority in your legal field.

Therefore, write blog posts and articles about local events, news, and legal issues relevant to your practice area.

On top of that, share your expertise on local laws, court decisions, and community activities.

Besides positioning you as a local authority, in-depth legal expertise will also help you attract potential clients searching for information specific to your area.

Furthermore, regularly updating your blog with local content also keeps your website fresh and engaging. Websites that blog regularly see 434% more indexed pages, which boosts SEO.

💡Creating legal content can be time-consuming. First, legal content isn't like any other type of content.

In addition, it needs to be very accurate, well-researched, and follow specific laws and guidelines — that’s where LinkActions competitor analysis comes in.

Our AI-backed competitor analysis feature allows you to automatically monitor your competitor’s keyword phrases. That way, you can determine what it takes to truly outperform them on search engines.

Moreover, the AI tool enables you to find content your competitors are missing out on. You can then fill those gaps and attract more customers.

What’s more, LinkActions suggests how you can optimize your content to rank higher on Google.

Schedule a demo below to experience LinkActions.

[See LinkActions in Action]

Use Schema Markup

Schema markup helps boost your local legal SEO efforts by providing search engines with detailed information about your law firm.

The information in this context includes your address, phone number, business hours, and service area.

In addition, schema markup helps search engines understand your content better, improving your chances of appearing in rich snippets and local search results.

Stats show that sites using schema markup rank four positions higher in search results compared to those without.

Build Local Backlinks

Backlinks remain a key ranking factor, with a strong correlation between a total number of backlinks and higher Google rankings.

You can earn backlinks from reputable local websites, such as local news outlets, community organizations, and business associations.

You can also participate in local events and sponsor community activities to get mentions and links back to your site.

High-quality local backlinks signal to search engines that your law firm is trusted within the community, boosting your local SEO rankings.

You also need to build internal links within your website to guide visitors to relevant pages and keep them engaged longer.

Internal links help distribute page authority throughout your site, making it easier for search engines to index your content and improve your overall SEO.

The good news? You can build tons of internal links in seconds with our AI powered internal linking tool.

Our software allows you to find internal linking opportunities you’re missing out on, helping enhance your local attorney SEO efforts.

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Optimize for Mobile

Google also prioritizes mobile-friendly sites in its search results, making this a crucial aspect of local SEO.

In fact, 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site.

Hence, ensure your website is mobile-friendly, as many local searches are conducted on mobile devices.

Use responsive design, fast loading times, and easy navigation. A mobile-optimized site provides a better user experience, reducing bounce rates and improving your search engine rankings.

Boosting your site’s speed on mobile doesn’t have to be difficult or expensive.

LinkActions helps improve your law firm’s website speed and structure by using artificial intelligence to make thousands of code changes.

The best part?

The service comes at half the cost compared to hiring an SEO agency. Hit the button below and we’ll show you how LinkActions AI speed optimization tool works.

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Over 70% of consumers are more likely to recommend a brand if they have a positive social media experience with it.

To run an effective local SEO campaign for your law firm, therefore, you’ll want to actively engage with your local community on social media platforms.

In addition, share updates, legal tips, and community involvement activities. Use location-specific hashtags and participate in local groups.

The idea is to engage with local prospects to increase your law firm’s visibility and develop relationships with people who may need your services in the future.

Monitor and Analyze Your Performance

You can’t track what you can’t measure.

Thus, regularly track your local SEO performance using tools like Google Analytics and Google Search Console.

Also, monitor your rankings, traffic, and user behavior.

That way, you can identify areas for improvement and adjust your strategy accordingly. Furthermore, staying on top of your performance data helps you understand what works and what doesn’t, allowing you to refine your approach and achieve better results over time.

Businesses that monitor their SEO performance are 2.5 times more likely to see ROI improvements compared to those that don’t.

Get Your Local Lawyer SEO Campaign Up and Running

Local SEO for attorney’s is a must if you’re hoping to get found by local clients.

The problem is a good local SEO campaign for law firms needs proper planning and implementation.

Between attending court sessions and handling clients you may not have time or expertise to manage a successful local SEO campaign.

This is where LinkActions AI-powered SEO and marketing for law firms comes in handy, helping you plan and implement an effective strategy to improve your online presence and attract local clients.

Eager to learn more?

Schedule a free demo below.

No pushy sales tactics and no credit card required — just 1:1 time with our experts to answer all your questions.

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