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Local SEO for lawyers is one of the services Law Firm SEO Expert renders. It is essential for law firms seeking to be found online by people seeking legal help.   

Why is local SEO (search engine optimization) important for law firms? Most people seeking legal services are more interested in lawyers nearby. They want a lawyer who understands the local laws, regulations, and culture and can meet in person. 

With local SEO, you can improve your law firm’s online presence and boost your chances of appearing on search engine result pages for targeted keywords. 

In this guide, you will discover strategies you can implement to improve local SEO. Let’s dive in! 

Local SEO For Lawyers: What Does It Mean?

Let’s break this down: what is local SEO?

Local SEO (search engine optimization) is an aspect of search optimization that focuses on queries with local intents. 

What are queries? And what does the word “queries with local intent” mean?

Firstly, queries refer to search terms that people enter into search engines (Google, Bing, Yahoo, etc) when looking for a product, service, or information. 

Local people use location-specific search terms to look for the nearest business to patronize. 

Here is another thing you need to understand about local searches. They can trigger specific local results, for example, Google Maps. 

Now you can see how crucial attorney local SEO is for law firms. It is essential for lawyers serving a specific geographical area.   

Here is one more thing you need to know. 

People in your location are looking for lawyers in your practice area online. But they will only find and hire law firms that appear in the Google search results. 

Law firms that implement an effective attorney local SEO plan will stand a chance of appearing in Google search results for targeted keywords. 

Why Is Local SEO For Lawyers Important For Law Firms?

Why Is Local SEO For Lawyers Important For Law Firms

Before diving deeper into this free local SEO for lawyers guide, let’s discuss the benefits your local SEO efforts can provide your law firm. 

The question is: why should a lawyer focus on law firm local SEO? Isn’t having a professional-looking website enough? 

No, having a professional-looking website isn’t enough. You must optimize your website for local search. This will enable search engines to read, understand and decide where to place your website in local search rankings. And when your website ranks high, people seeking legal help in your practice area and location can find you easily. 

Here are reasons attorneys need local SEO. 

1: Boost traffic and leads:

Besides driving targeted traffic to your website, law firm local SEO helps improve your chances of converting visitors to leads and from leads to clients. In other words, most individuals visiting your website are people seeking legal representation in your practice area. So, you’ll soon be overwhelmed by phone calls from prospective clients.

2: Increase online visibility:

It boosts your chances of appearing in relevant local Google searches, making it a breeze for potential legal service seekers to find you. So, if you want to be seen online by prospective clients easily, consider local search engine optimization.

3: Gives you a competitive advantage: 

When you deploy an effective local SEO strategy, you can outrank your competitors and become the leading law firm in your location and practice area.

4: Improve your reputation: 

You can build social proof that will benefit your business via local search engine optimization. This is possible via reviews and testimonials. Potential clients who stumble on the reviews will trust and see you as the ideal attorney to handle their legal cases. You won’t have to do much to convince prospects that you’re the real deal. 

5: Maximizes your digital marketing budget:

With local SEO, you’re targeting people seeking legal representation in your practice area and locality. Additionally, Customer Acquisition Cost (CAC), the amount a firm spends to get a customer to purchase a product or service, is lower with local SEO than with other forms of digital marketing, such as paid adverts. 

Now you can see why you need local SEO for lawyers. It is essential even if you run adverts or deploy other marketing strategies. 

Local SEO is cost-effective, and if implemented correctly, it can take your law firm to the next level. 

This free local SEO for law firm guide is designed to help law firm owners understand the nitty-gritty of local SEO for lawyers and how to deploy it. Keep reading to know the right questions to ask when hiring an SEO agency. But if you have the time and patience, why not; you can handle your website SEO. 

Now, let’s dive in. 

Free Local SEO For Law Firm Guide: The Best SEO Strategy To Help Lawyers Grow Online

Now you understand the benefits your law firm can get when you implement an effective local SEO Strategy. 

It can help improve your law firm’s online visibility, organic traffic, ranking, and authority. Local SEO will help you to build trust online and convert more leads into paying clients. 

Now that we have discussed the benefits local SEO can offer law firms, let’s dive into the actual strategy. Let’s discuss the best local SEO strategy for law firms.

Strategy #1: Optimize Your Google Business Profile (GBP) For Law Firm:

 Optimize Your Google Business Profile (GBP) For Law Firm

 Let’s assume you already have a Google Business Profile (GBP). If not, create a GBP profile now. 

The process is relatively easy, though time-consuming. You can get help from a reputable local SEO agency to set up your profile or do it yourself. 

If you need help setting up your business profile on GBP, Google has made it a breeze for businesses. You can use this Google guide to set up a profile for your business. The guide provides essential details on setting up a GBP listing from start to finish. 

Hit “Start the Guide” and follow the details on the next pages to set up your profile. 

Why do law firms need a Google Business Profile? 

Why do law firms need a Google Business Profile.

Google is the biggest search engine. It is not the only search engine but the biggest of the other search engines combined. 

Google’s search engine market share in 2021 was 86.6%, followed by Bing with a market share of 6.7%. 

Here are some impressive stats about Google search engine:

  • Google records 40,000 search queries per second
  • Search Google records per day is 3.5 billion
  • Google records 1.2 trillion searches annually


Tons of people use Google Maps and GBP to find local businesses. 46% of all Google searches are made up of people looking for local information. 

So, if you ask me why you should have a Google Business Profile for your new or existing law firms, here are the reasons you should:

  • Google Business Profile is free. There is no premium account or a special section for businesses with huge revenue. Any company can have a Google Business Profile. It is free. 
  • Google Business Profile improves online visibility. When optimized, it can improve your chances of appearing in local search for targeted keywords and location. It can improve your local search rankings.
  • GBP makes it easier for legal consumers looking for law firms online to find you. Most people prefer to search business directories for local businesses in their area. Thus, when you implement an effective local optimization strategy, you’ll appear at the top of prospective clients’ local search results.
  • Google Business Profile allows potential legal help seekers to learn about your business and find the right means to contact you. You can add your phone number and address on your online business profile. 

A Handy Tip: Ensure your Google Business Profile details are accurate. Additionally, provide an active phone number, email, and valid address. prospective clients might not have the patience to call you multiple times or resend email messages that failed to deliver. 

Your address should be accurate. If you moved to a new location, go to your online business profile and update your address. 

  • Another benefit of having your business on GBP is the reviews and ratings from clients or people who have used your services. Having numerous positive reviews is an indication that your legal service is trustworthy. 

Legal help seekers are desperately looking for a lawyer who is a winner. They don’t want to risk hiring a lawyer whose performance they aren’t too sure of. 

When you have positive reviews, prospective clients will have more confidence in you. They’ll assume you can do for them what you have done for others. 

Other business directories besides Google Business Profile

Google Business is one of several online directories, but tops the chart. It’s free to use and considered one of the best online directories for local rankings. 

Some of the other local directories aren’t free. Most have free and premium options, with the latter offering more features than the free ones. 

So, here are business directory listings besides Google Business. You can equally call them local directories or Google Business alternatives. 

  • Yelp
  • Yellow Pages
  • Facebook
  • Instagram
  • MapQuest
  • EZ Local
  • Thumbtack
  • Angi
  • Merchant Circle
  • Better Business Bureau
  • Apple Business Connect
  • Dun & Bradstreet
  • Foursquare  
  • Chamber of Commerce
  • US Small Business Directory
  • United States Hispanic Chamber of Commerce

4 Tips To Consider When Optimizing Your Business Directory Listings

Tips To Consider When Optimizing Your Business Directory Listings

If you want to give your law firm online business profile a new look and enjoy the benefits of listing a business on directories, consider the following tips.

Use reputable business directories:

Building trust is vital for every law firm or business. When people trust your brand, they can hire you for their job without thinking twice. Likewise, they can recommend your law firm to others because they have confidence in your services.

One of the reasons to use reputable directories is to build a solid online reputation. Your reputation online can influence how much trust prospects will have for your law firm. 

People will perceive your law firm as credible and trustworthy when they find it in reputable business directories. They’ll trust the reviews and ratings on the business directory listing because the site is reputable.  

Ensure details on your business directory listings are accurate:

Ensure details on your business directory listings are accurate.

Provide accurate information about your business online. Remember, 73% of consumers claim they won’t patronize or trust a local company unless their information online is correct. 

50% of business owners have discovered inaccurate information on their online listings. The issue is most business owners are too busy to identify errors and make regular updates on their business listings. 

The Solution: You can avoid all these scary statistics by doing the simple things to complement your local SEO efforts. Create time to assess your business directory listings occasionally or contact a law firm local SEO agency for help. 

Keep an inventory of all the business directory listings you are running and create time to update the information on each directory occasionally. 

Add your primary keywords in your description:

Add your primary keywords in your description.

When determining the listing to show in Google search results, online business directories consider how well your content matches users’ searches. And one of those key factors is the keyword used. 

Your keyword makes it easier for online directories to determine the context of your content/profile and choose the right audience for you. 

The Solution: How do you increase your chances of appearing in users’ search results? Target the right keywords. Additionally, make sure you sprinkle the target keywords throughout your online business listing. When you do this, your chances of showing in the local search results of the right audience will increase. 

How can you know the ideal keywords to target in your business listing? You can look at your competitors’ business directories to determine the keywords they target.

Another way to find keywords is to use keyword research tools. There are free and paid tools. But we advise you to use the paid tools if you can afford them. It is essential for your local SEO for lawyers

The paid keyword research tool will give you access to many keywords and information about each keyword for your business listing. For example, you’ll learn each keyword’s search volume to determine which is less competitive but has huge potential. 

Add high-quality photos to your business directory listings: 

Most of the business directories available have options for users to add images. You can add any image you want, but ensure it is relevant. 

Why are images important in business directory listings?

Pictures, they claim, say a thousand words. Your photo can explain concepts or deliver messages you can’t with text. 

For instance, images of your office front can help potential clients know you have a physical location and easily identify your office when they come around. 

How To Setup Google Business Profile

How To Setup Google Business Profile

We have now discussed the benefits of having a Google Business Profile, including going as far as mentioning several business directories. 

How do you set up a GBP listing? Follow the steps below. 

First thing is to ensure the following information is ready before you begin the process:

DBA or legal business name: 

DBA or legal business name

Have your legal business name ready. Another thing you must do is to use your business name consistently on your marketing materials and websites to help your online business listing’s organic traffic stay undiluted. 

A Handy Tip: Don’t stuff your legal business name with your primary keyword. The danger of doing this is that it could reduce your Google Business Profile’s effectiveness.   

Your business address: 

Have your complete business address ready. These include the street, unit, city, state, and zip code.

You can add other office locations in your GBP profile, including your service area. 

  • Website URL.
  • Your business category.
  • Customer service number. 

Once you have the information we just mentioned, follow the steps below to create your Google Business Profile. 

Step 1: Write your legal business name

Write your legal business name

Include your legal business name here. And ensure your law firm’s business name is accurate. 

Step 2: Add your physical address:

Add your physical address

Your address should include your street, unit/suite, city, and state. Again, double-check your address and ensure it is accurate. An error in your business address can mislead visitors and create doubts in their minds.

Additionally, if you provide legal consultations outside your office or visit clients at home, mention it on your business profile.

A Handy Tip: Your physical address helps Google determine your location. 

Step 3: Decide your business category:

Decide your business category

Choose the appropriate category for your business. Are you a personal injury lawyer? Are you a family lawyer, or do you offer a different practice? Mention it on your business page. 

A Handy Tip: Choose the right category for your business. This is important as it enables Google to understand your legal services and ensure you appear in potential clients’ search results page. 

Step 4: Include phone number and website URL:

Include phone number and website URL

Most interested customers may call your law firm before meeting you in person. So, provide an accurate phone number to enable potential clients to reach you easily. 

Add your customer service number. You need customer support agents to receive calls and schedule appointments with legal consumers. 

A Handy Tip:

  1. Ensure your phone number is accurate and active.
  2. Please provide the law firm website URL, too, and ensure it is working.
  3. Try to click on the URL to find out if it takes you to your website.

This way, you can be sure that your law firm website URL (link) is working fine. 

The URL is essential as it directs visitors to your website to learn more about your services and view testimonials on your page. 

Step 5: Verify your law firm:

This verification shows your business is genuine and can help boost your reputation in the business directory and across the internet. Google has made several verification options available to make it easier for businesses.

You can use the following means to verify your business: 

  • Email
  • Phone call
  • Text message

Step 6: Provide high-quality photos:

Provide high-quality photos

Create a personal touch to your business profile with pictures. You can provide photos of your team (if you have one) and your law firm office. 

How many photos should you add to your Google business profile?

Limit the pictures to 4-5. Add only high-quality and captivating images that will make prospects trust and fall in love with your law firm at first sight. 

You can consider the following images:

  • Logo
  • Team
  • Corporate Office
  • Executive team 
  • Behind the scene photos

Step 7: Add the services you render:

Add the services you render

Provide a detailed and accurate description of the legal services you render. Need help figuring out what to do? You can visit the Google Business Services editor page to understand how to edit your firm’s listing.  

Strategy #2: Google Map Pack & Local SEO For Law Firms

Google Map Pack & Local SEO For Law Firms

Google Maps and Local Pack are important strategies in local SEO for lawyers. Both strategies can boost online visibility and drive organic traffic to your law firm. They’ll help you attract more clients to your business. 

What is Google Map Pack? The map pack is an important feature you’ll find in Google search results. It displays a map with local businesses related to the user’s search query.    

You’ll find a list of firms together with their directions, reviews, and contact information. 

Local Finder provides a more detailed view of local search results. It allows legal consumers to learn about other law firms operating in the area. 

A Handy Tip: Law firms must build a solid online presence on Google Screen. Note that Google Screen is another area of local search results. In this case, Google displays a wealth of information on the search page, and users don’t have to click on any website.  

Strategy #3: Get positive reviews

Get positive reviews

Reviews are essential in local SEO for lawyers. They can help influence potential clients and boost your law firm credibility.

Google reviews can have a positive impact on your law firm. They can help you build social proof, and convince potential clients that you’re the right lawyer for the job. 

Research shows that 86% of people won’t patronize businesses with negative online reviews. So, let your primary focus be on getting more positive Google reviews. 

Even if you get negative reviews, how you respond to clients who leave such reviews on your online business profile will go a long way to convince others that you’re a true professional. 45% of customers are more inclined to patronize a firm if they perceive that they have responded to bad reviews. 

However, the primary focus should be on getting more positive Google reviews. Consider the tips below to achieve this. 

Provide exceptional legal service:

Your chance of getting a positive review from a client is high when you provide quality legal service. Provide a service that exceeds your client’s expectations. Then, the client will be more inclined to reward you with glowing reviews.  

Don’t hesitate to request reviews: 

Be bold enough to speak to your clients and ask for honest reviews. Do not let happy and satisfied clients leave without leaving positive reviews for your law firm. 

Respond to every complaint/review:

Respond to positive and negative reviews. This means you have to monitor all your review platforms 24/7. Your response to online reviews will show your commitment to client satisfaction. 

Publish your testimonials online: 

Showcasing testimonials from clients about your legal service can convince potential clients that you’re the right person for their job. So, post your testimonials online. You can showcase them on your website, social media accounts, and other relevant platforms.    

 Strategy #4: Deploy a local link-building strategy:

 Deploy a local link-building strategy

You can boost your local SEO for lawyers campaigns with a robust link-building strategy. Build relevant and niche-specific backlinks. 

Check out tips to build relevant, high-quality backlinks that’ll impact your law firm’s local SEO effort. 

Write quality content: 

Produce high-quality, information-packed, easy-to-read content that will convince readers that you are an authority in your practice area. Local organizations and other websites may also want to link to your content, boosting your link profile. 

Start guest posting: 

Guest posting involves publishing your content on another blog with the hope of inserting a link from your website in the content. It is a proven way to build quality backlinks, show your expertise and take your local SEO for lawyers campaign to another level.

Partner with local businesses:  

Your law firm will benefit when you partner with local businesses and build mutual relationships. You can request backlinks and have your request granted because of your relationship with the platform. 

 Track mentions: 

If a website owner mentions your website on their blogs and fails to link to it, contact them and politely ask them to insert a link back to your website. 

A Handy Tip: Backlinks can be do-follow and no-follow. While the do-follow asks Google to pass link juice to your website, the no-follow doesn’t. 

Do-follow links will greatly benefit local SEO but don’t focus entirely on getting do-follow backlinks. Instead, consider acquiring some no-follow links to balance out and have a healthy backlink profile.

Note: Acquire backlinks from websites that aren’t spammy. They should adhere to SEO best practices, too . This is necessary to avoid getting into trouble with Google.  

Strategy #5: Develop an attorney website for local SEO:

Develop an attorney website for local SEO

Having a professional-looking website isn’t enough. You must target the right keywords to appear in your targeted audience’s search results. 

How do you go about this? 

Since you operate in a particular location, get local keywords (long-tail keywords) that will ensure you appear in local search results for people in that location. 

You must use the local keywords strategically in your website and content.  And note that targeting keywords with low search volumes may yield low organic traffic. However, your visitors will likely be potential clients ready to patronize a lawyer in your service area and location.

For example, if you’re a family lawyer operating in Texas, you can target local keywords like “family lawyer in Texas” or “family attorney in Texas.”

You can also target more location-specific keywords. For instance, let’s assume you operate in Austin, Texas. 

Your keyword can be “family lawyer in Austin.”

 A Handy Tip: Remember to add keywords to your website’s most important places. Check them out below:

  • Title Tag
  • Meta Tag
  • H1, H2
  • Body of your content 

Avoid using the same keyword in your content consistently. Instead, mix it up.

Strategy #6: Deploy voice search keywords to boost your local SEO:

Deploy voice search keywords to boost your local SEO

Voice search is gradually becoming a popular option for internet users. Reports show that 41% of adults prefer using voice search at least once daily. So, it’s only a matter of time before the number of users increases. 

Voice search doesn’t only make local search convenient for users. Additionally, they tend to be more conversational and comprise approximately 29 words in length. 

Voice Search Statistics You Need To Know
  • Voice searches make up 20% of mobile search queries
  • People ask questions in approximately 10% of voice searches  
  • Google offers voice search in over 60 languages, breaking the language barrier
  • Weekly voice searches are a habit for 21% of people
  • 27% of Google searches in 2022 came from voice
  • Local businesses are discovered by 58% of users via voice search.
  • After a local search on their mobile devices, 88% of people will call or visit a local business within a day. 
  • 62% of people use voice search to find local businesses while driving.


You have read the free local SEO for lawyers guide. Now, it is time for action. You can take charge of your local SEO using the strategies on this page.

However, if you are super busy and need help with local SEO, the Law Firm SEO Expert is available to help you. 

Local SEO is essential for law firms and shouldn’t be neglected. Clients from your location seek lawyers in your practice area now and then. So, you’re missing out if you aren’t appearing in local search results for targeted keywords.  

Julhas Alam
Julhas Alam

Julhas Alam is a seasoned SEO strategist and the leading voice behind the insightful articles at LawFirmSEOExpert.com. With a rich background in digital marketing and a specialized focus on the legal sector, Julhas combines industry expertise with a deep understanding of SEO to deliver actionable insights and strategies tailored for law firms. Holding a passion for data-driven results and cutting-edge SEO techniques, Julhas has been instrumental in boosting online visibility and client acquisition for numerous law practices. When not dissecting search engine algorithms or exploring the latest digital marketing trends, Julhas enjoys reading success stories of other businesses, adding a personal touch to their professional acumen.