Local SEO: It’s the law firm’s greatest untapped resource.
Law firms have been struggling to generate leads and clients from online marketing efforts for several years now and this same movie plays over and over again. They are all doing some or all of the same tactics that they were doing five years ago.
Buying expensive Google Ads (not sustainable for most firms) and trying to rank for completely unrealistic national keywords…
What they are missing is Local SEO.
Here’s what you can expect in this book:
- Why local SEO is critical for law firms
- The local SEO tactics that work (and the ones that don’t)
- Tips on dominating your local market
- Actionable steps to get more local clients
Why Local SEO is Critical for Law Firms
Do you know what’s nuts?
“Near me” searches have increased by over 900% in recent years. Not 900, 900%. People are literally searching for “personal injury lawyer near me” or “divorce attorney near me” more than ever before.
And guess what…
46% of all Google searches are local intent. Almost half of all people searching on Google are looking for something local.
But law firms are completely missing out on this.
Clients don’t search for “best lawyer in America.” They search for “family lawyer near me” or “criminal defense attorney in [city name].” This is exactly why effective law firm SEO strategies must prioritize local optimization over generic national approaches.
Local SEO allows you to capture those highly-intent searches when people are ready to contact an attorney.
What’s the Issue That Most Law Firms are Facing?
Most law firms are making a serious mistake with their online presence…
They are trying to rank nationally, when they should be dominating locally.
Law firms spend thousands of dollars on generic SEO trying to rank for “personal injury lawyer” on a national scale. Yet the firm across town is ranking #1 for “personal injury lawyer [city name]” and getting all of the business.
If you’re not appearing in local search results, you are invisible to the clients who actually matter — the people in your service area.
How to Dominate in Local Search Results
Local SEO is not brain surgery. However, you must be strategic about the actions that you take. Here are the steps that you can take to become successful in local SEO…
Claim and Optimize Your Google Business Profile
This is your online business card, so it’s important that you get this part right.
Your Google Business Profile is what shows up when people search for law firms in your area. It will list your address, phone number, reviews, and photos.
42% of all local searches lead to clicks in the Google Map Pack. The map pack is the box with 3 local businesses at the top of search results. If you’re not in there, you are missing out on nearly half of all potential customers.
Key elements to focus on include:
- Fill out every field in your profile
- Use your exact business name (no keyword stuffing)
- Upload high-quality photos of your office and staff
- Choose the most specific category for your practice area
Get More Client Reviews
Reviews are the online version of word-of-mouth referrals, and they’re powerful for local SEO.
Google uses reviews as one of its main ranking factors for local search results. The more positive reviews you have, the higher your ranking will be.
Ask your client, after a case is successfully concluded, if they would be willing to write a review. Send them a direct link so that it is super easy. Do not offer incentives of any kind. Google prohibits this.
Respond to reviews, both positive and negative, as it shows that you’re active and care about your clients.
Target Local Keywords
This is where the majority of law firms are completely wrong.
Instead of trying to rank for “personal injury lawyer” (which is virtually impossible), you should be targeting local variations, such as “personal injury lawyer [your city]” or “car accident attorney near me.”
Here’s how to find your ideal local keywords:
- Add your city name to your primary practice area keywords
- Include nearby towns and neighborhoods you serve
- Use “near me” variations in your content
- Focus on long-tail keywords like “best divorce lawyer in [city]”
Local keywords have less competition and higher conversion rates.
Build Local Citations
Citations are when your law firm’s name, address, and phone number (NAP) are mentioned on other websites. These are like digital references that help Google verify that your business exists.
The most important citation sources include:
- Legal directories such as Avvo, Justia, and FindLaw
- General business directories like Yelp and Yellow Pages
- Local business directories and chamber of commerce websites
Consistency is key. Your NAP information should be the same across all platforms.
Create Location-Specific Content
Content marketing is not only a way for you to display your legal knowledge – it’s also to show that you understand your local market.
Content ideas that can work for local SEO include:
- Blog posts about local laws and regulations
- Case studies with local clients (with permission)
- Coverage of local community events and sponsorships
- Local legal news and commentary
This helps you rank for local search terms, while showing that you are active and involved in the community.
Optimize for Technical SEO Fundamentals While Thinking Locally
Local SEO is not separate from strong technical SEO. Your website still needs to load quickly, be mobile-friendly, and have a clear structure.
The difference is that with local SEO, you have to consider the local angle. Make sure that every page on your site includes your city name and service area. Add location information in your page titles, meta descriptions, and headers.
Common Local SEO Mistakes to Avoid
Law firms make the same mistakes time and time again. Here are a few of the most critical ones to avoid…
Inconsistent NAP information: This is the number one way to kill your local SEO efforts. Make sure your name, address, and phone number are exactly the same everywhere online.
Keyword stuffing in your business name: Do not add your practice areas to your Google Business Profile name. “Smith Law Firm” is fine. “Smith Personal Injury Criminal Defense Family Law Firm” will get your account suspended.
Ignoring negative reviews: Respond professionally to all reviews, especially negative ones. How you handle negative feedback will show potential clients how you will treat them.
Putting all your eggs in the Google basket: Google is the most important platform for local SEO, but you shouldn’t ignore other review sites and directories.
Wrapping Up
Local SEO is not a mere marketing tactic, it is the lifeline of your law firm to the clients that actually matter to your practice’s success.
The statistics don’t lie. “Near me” searches are exploding, with nearly half of all Google searches having local intent. And yet most law firms are ignoring local SEO, and are missing out.
The best news is that local SEO is achievable for any law firm that is willing to put in the work. You do not need a big budget, nor do you need years of experience. All you need is a focus on the fundamentals and consistency.
Start with your Google Business Profile, move on to client reviews, and then start targeting local keywords. Master these basics before moving on to advanced tactics.
Your competition is fighting with other law firms over national rankings that will never materialize. While they are fighting and getting frustrated, you can dominate your local market and build a thriving law practice in your own backyard.
