Law is one of the most competitive industries, especially when it comes to attracting clients online. And make no mistake — that’s exactly where people go to search for and research law firms. But if your firm is only focusing on general keywords for search traffic, it could be missing the mark in some critical ways.
Most law firms cater to local clients, meaning they serve people or businesses within a specified geographical area. Because of this, you want to show up in the search results for people in those areas looking for your services. This is why you need a solid local SEO strategy for your law firm.
What is Local SEO for Lawyers?
SEO is short for search engine optimization, and it involves strategies to drive a web page to the top of the organic (free) search results for various search terms. Because people usually search for law firms in their area, local SEO becomes important.
Local SEO is a set of specific strategies to rank your law firm’s web pages at the top of Google. In addition, it will help your firm show up in other ways, such as alongside the map results.
Why Local SEO is Essential for Law Firms
There are many ways to get your law firm noticed offline and online. But, by and large, how you show up in local search results can make a significant difference for your business. That’s where local SEO comes in. It provides your firm with several key benefits, including:
- Greater Visibility— Google offers a “Local Pack,” which is a list of nearby businesses when a user searches for a local law firm. Being included in this result will give your firm greater online visibility.
- More Targeted Traffic— Your firm’s website might get a ton of traffic. But, if it’s from people far outside your service area, this won’t do you much good. Local SEO helps pull in local visitors who are looking for your firm’s services.
- Increased Credibility — Positive reviews on your firm’s Google Business profile will improve your local rankings and boost your local search results. Both of these will boost your online reputation and help build credibility with potential clients.
Top Local SEO Strategies for Legal Practices
Local SEO is one of the most effective digital marketing strategies for local businesses, including law firms. Here are some of the top local SEO strategies your legal practice can use to improve its results.
- Website Optimization
The first local SEO strategy your law firm will want to explore is website optimization. Whether you have an existing site or are building one from scratch, your firm’s online presence should follow certain SEO best practices that include technical and on-page SEO elements to achieve high rankings and attract local website traffic.
Over half of website traffic in the United States now comes from mobile devices. This means people are overwhelmingly using tablets and smartphones to locate goods and services. You’ll want your law firm’s website to be mobile-friendly so prospective local clients can find you quickly and easily. If they can’t, they’ll likely move on to someone else.
- Google Business Profile
Having a well-optimized Google Business Profile is one of the best ways to achieve high rankings on Google Maps. Google’s Local Pack algorithm reviews these profiles for a variety of elements, like address, phone number, service listings, website URL, hours, photos, and more. This should be a comprehensive picture for prospective clients regarding where you are located and what services you provide.
- Online Reviews & Reputation
Most consumers today want to read online reviews before they choose a local vendor, whether it’s an electrician or an attorney. Those reviews can also boost your local search engine rankings and overall authority.
Google values reviews because they show that your business is legitimate. You can ask former clients to leave feedback on your Google Business profile, social media pages, and various directory listings. You should also monitor these pages and respond appropriately to all reviews, positive and negative.
- Targeted Content
Your law firm’s website content can boost your local SEO efforts by using localized keywords throughout titles, headers, meta descriptions, and the text of your web pages. Whether it’s an Area of Practice Page or a blog post, you can include local search terms, like “divorce lawyer in Mobile” or “truck accident attorney in Atlanta,” to let readers and the search engines know your firm offers services relevant to a searcher’s interests.
- Link Building & Citations
Link building is something that needs to be done correctly, or you could potentially get your law firm’s website in hot water with search engines. To get the best results, you need high-quality backlinks from other local websites.
You might get links or citations from local newspapers or a Chamber of Commerce. Other options include exchanging content with outside blogs and using some select directories.
- Local Service Ads (LSAs)
Local Service Ads are a paid service through Google, so they may not belong in the category of “SEO.” However, they can be beneficial to your business as you wait for these other strategies to bear fruit.
Google allows certain local service businesses, including law firms, to get Google Screened before running local service ads (LSAs). These ads will show at the very top of search results and include a link to your Google Business profile with your star and feedback information.
Don’t Have Time for Local SEO? Too Darn Loud Legal Marketing Can Help
Local SEO is an essential part of your law firm’s ability to reach and connect with potential clients in your community. But it’s not something you need to tackle on your own. We understand that and would be happy to help.
Too Darn Loud Legal Marketing specializes in helping law firms get found and chosen by their target clients in their local communities. We understand how local SEO works and can help integrate these strategies into your overall digital marketing plan.
To find out more about how we can help your firm, call us today at (800) 864-1764 or contact us online. We offer a free internet marketing assessment and website evaluation to get started.