The Importance of Local SEO for Attorneys
When someone needs a lawyer, they're not looking for one across the country—they want an attorney in their city who understands local courts and laws. 46% of all Google searches have local intent, making local SEO essential for any law practice wanting to grow.
Local SEO determines whether your firm appears in the "map pack"—the three local business listings that appear prominently in search results. Being in this map pack can increase your visibility by 700% compared to standard organic results.
Google Business Profile Optimization
Your Google Business Profile (formerly Google My Business) is the foundation of local SEO. Here's how to optimize it:
Complete Every Section
- Business Name: Use your exact legal business name—no keyword stuffing
- Categories: Select "Law Firm" as primary, add specific practice areas as secondary
- Description: Write a compelling 750-character description with natural keyword inclusion
- Hours: Keep these accurate, including holiday hours
- Photos: Add professional photos of your office, team, and attorneys
Manage Reviews Actively
Reviews are a major ranking factor for local search. Develop a system to:
- Ask satisfied clients for reviews at case conclusion
- Respond to every review—positive and negative—professionally
- Never offer incentives for reviews (this violates Google's guidelines)
Building Local Citations
Citations are mentions of your firm's NAP (Name, Address, Phone) across the web. Consistency is crucial—ensure your information matches exactly across:
- Legal directories: Avvo, FindLaw, Justia, Lawyers.com, Martindale-Hubbell
- General directories: Yelp, Yellow Pages, BBB
- Local directories: Chamber of Commerce, local bar association
Location-Specific Content
Create content that demonstrates your local expertise:
- Pages for each city/neighborhood you serve
- Blog posts about local court procedures
- Guides specific to your state's laws
- Coverage of local legal news and developments
Track Your Local Rankings
Local rankings vary by location—someone searching from downtown may see different results than someone in the suburbs. Use tools that track rankings from multiple locations within your service area to get an accurate picture of your visibility.
