SEO For Law Firms Help

Secret Local SEO For Lawyers Guide To Ranking High and Fast

Are you a lawyer struggling to attract local clients online? The number of people searching for services “near them” is growing faster than any other type of search. This article will guide you on how to optimize your local SEO, ensuring you become the go-to law firm in your vicinity.

At Brand Rainmaker, we help law firms compete at a local and national level using a 360 digital approach that includes SEO, ads, content marketing, and social media to bring in more clients.

Call us today for a free review of your firms website and get free tips on improving your firm’s ranking.

Get ready to witness an influx of new clientele!

Key Takeaways

  • Local SEO is crucial for lawyers to attract clients in their specific area.
  • Optimizing online presence, including Google Business Profiles, local citations, positive reviews, and relevant website content helps increase visibility in local searches.
  • Implementing these strategies establishes brand authority and helps reach potential clients who are searching for legal services nearby.
  • Don’t overlook the power of local SEO to grow your law firm’s business locally.

Understanding Local SEO for Lawyers

Local SEO helps law firms show up in local searches. It makes sure people nearby find the firm when they search for lawyers. Google uses details like where the searcher is and how close they are to a business.

Law firms can use tools like a Google Business Profile to share their info with Google.

Getting good reviews also helps with Local SEO. People trust a lawyer more if others say good things about them. Reviews tell Google that a law firm does a great job, so it shows that firm in local search results more often.

This is how Local SEO works for lawyers.

Importance of Local SEO for Law Firms

Local SEO is a big deal for law firms. It can drive more people to their office doors. For instance, a good number of legal clients find lawyers using local search result engines. 37% to be exact.

Now, let’s think about the words they use in those searches. Oftentimes, they add “near me” to their search phrases. More and more people are doing this each day. What does it mean? Well, it says that locals want local services like law firms.

Being in the top places of these search results matters for law firms too! A strong local SEO plan helps you win here. If you rank high on these pages, your firm will get noticed fast by people who need legal help now or later.

Lawyers get a lot from Local SEO as well – not just clients but trust also! When any person sees your firm in top spots many times during searches, they start trusting you more than others who don’t show up at all!

So yes, Law Firms stand to gain much with Local SEO – new customers and a better image! That’s why Local SEO packs quite some punch for them!

NY Example Personal Injury Lawyer

Step-by-Step Guide to Local SEO for Lawyers

In this section, we’ll provide a step-by-step guide to help you optimize your local SEO and enhance your online visibility as a lawyer. Don’t miss out on these valuable tips!

Claim Your Google Business Profile

Get your law firm on Google. First, make a Google Business Profile. This lets you share info about your firm with Google. It also helps get your business name up in Google Maps and Search. Half of people use these tools to find lawyers.

They could see your name first if you have a profile! Making it is easy and fast– and very worth it.

Optimize Your Google Business Profile

Make your Google Business Profile shine! Fill it with all the key details about your law firm. This includes your name, address, and phone number. Add office hours and legal services you offer too.

Use high-quality photos to show a professional image. Ask for reviews from happy clients. Good client words can boost your rank in search results! Also think about keywords related to law and local areas in posts and descriptions on the profile page.

Updating regularly helps keep information fresh and sends positive signals to Google’s ranking system.

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Build Local Citations

To improve online visibility, law firms need to build local citations. Local citations are references to a law firm’s name, address and phone number (NAP) on various directories and websites.

These citations help establish the trustworthiness and authority of the law firm. It’s important to list your law firm on reputable legal directories like Justia, Nolo, Avvo, FindLaw, and

These directories use geolocation technology that helps potential clients find lawyers in their area easily. By creating free profiles on these directories and including links back to your website, you can generate more attention and exposure for your law firm.

Ensure NAP (Name, Address, Phone) Consistency Across Local Directories

Consistency in the name, address, and phone (NAP) of your law firm across different local directories is very important for local SEO. When you have consistent information on all these platforms, it helps search engines like Google understand and trust that your law firm is reliable and legitimate.

This consistency also makes it easier for potential clients to find and contact you. So, make sure that the NAP details are accurate and consistent across platforms such as Yelp, Yellow Pages, Bing Places for Business, and other relevant local directories.

By doing this, you increase your chances of appearing in Google’s Local Pack and attracting more clients to your law firm.

Increase Positive Reviews

Positive reviews have a significant impact on local search rankings and SEO for lawyers. They play a crucial role in determining the relevance and prominence of a law firm in local search results. When potential clients see favorable reviews, it builds trust and credibility, making them more likely to choose that firm.

To increase positive reviews, lawyers should focus on providing excellent client experiences and ask satisfied clients to leave feedback. This can be done by sending follow-up emails or including review requests on invoices or receipts.

By actively seeking and encouraging positive reviews, law firms can improve their local SEO rankings and attract more prospective customers.

Optimize Your Website for Primary Location

To improve your local SEO as a lawyer, it’s important to optimize your website for your primary location. This means including relevant keywords throughout your site that are specific to the area you serve.

Use these keywords in your page titles, headings, and content to help search engines understand where you operate. Additionally, create individual pages on your website targeting local keywords and providing valuable information about legal services in that specific location.

By optimizing your website for your primary location, you increase the chances of appearing in local search results when potential clients are looking for lawyers in their local area here.

Create Website Pages Targeting Local Keywords

To get local intent and improve their visibility in local searches, law firms should create website pages targeting local keywords. These pages specifically cater to the needs of potential clients in a specific geographic area.

By including location-specific keywords in the content, headings, and metadata of these pages, law firms can increase their chances of appearing higher in search engine rankings. This not only helps attract more local clients but also establishes the law firm local seo.’s credibility and authority within the community.

Additionally, creating dedicated landing pages for each primary location enables law firms to provide relevant information tailored to potential client’s needs in that specific area.

Start a Local Link Building Campaign

To improve brand visibility and reach, law firms can start a local link building campaign. This involves obtaining links from other authoritative websites in the local community. By doing so, law firms can increase their online presence and attract more potential clients.

One effective way to start a local link building campaign is by listing the law firm’s website on relevant directories that cater to legal services. These directories distribute citations for the law firm’s practice and business data, which helps improve the website url visibility and rankings in search results.

Additionally, creating free profiles on legal directories and including links to the law firm’s website can generate more attention and exposure. So, it’s important for law firms to actively seek out opportunities for link-building within their local community.

Use Attorney Schema For Better Visibility

Implementing attorney schema is crucial for law firms looking to enhance their visibility in local SEO. Attorney schema provides structured data to search engines, making it easier for them to understand and categorize the firm’s information.

By using attorney schema, law firms can improve their appearance on search engine results pages (SERPs) and increase their chances of being featured in the local search pack. This tool allows law firms to stand out from competitors and attract more potential clients by providing important details such as location, contact information, and reviews directly in the search results.

So, make sure to utilize attorney schema for better visibility and increased online presence.

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Improve Your Social Media Presence

Improving your social media presence is an important way to increase awareness and support for your law firm’s local SEO efforts. Having an active and engaging presence on platforms like Facebook can help you connect with the local community, share helpful information, and showcase your expertise.

Positive reviews from satisfied clients also play a big role in local SEO rankings, so it’s important to ask your clients for feedback and encourage them to leave reviews on sites like Google or Yelp.

Additionally, adding blog posts or videos to your social media accounts can further engage the community and increase the likelihood of appearing in relevant searches. So don’t forget to leverage the power of social media to boost your law firm’s visibility online!

Sponsor Local Events to Enhance Visibility

Sponsoring local events can be a great way for law firms to increase their visibility in local SEO. By supporting community events, such as fundraisers or festivals, law firms can showcase their involvement and build relationships with the local community.

This not only helps to improve brand awareness but also creates opportunities for networking and word-of-mouth referrals. Additionally, sponsoring local events often comes with promotional benefits such as having the firm’s logo displayed on banners or event materials.

This kind of exposure can boost local seo services’ online visibility and attract potential clients who may be searching for legal services in the area. So, by actively participating in and sponsoring local events, law firms can enhance their visibility in the community and strengthen their presence in local SEO rankings.

Tips for Managing a Multi-Lawyer Firm’s SEO

To effectively manage a multi-lawyer firm’s SEO, use schema markup, optimize for multiple lawyers, and leverage legal directories. These tips will help enhance your online presence and attract more clients.

Find out how to implement these strategies in our comprehensive guide on local SEO for lawyers!

Use Schema Markup

Schema markup is a code that helps search engines understand the information on your website. By implementing schema markup, you can provide important details about your law firm, such as operating hours and ratings, directly in search results.

This can improve your visibility and make it easier for potential clients to find you. Additionally, using schema markup for FAQs can help Google recognize the content as answers to common user questions.

Implementing schema markup is an effective way to enhance your local SEO efforts and stand out from the competition.

Optimize for Multiple-lawyer Firms

To optimize for multiple-lawyer firms, there are a few key strategies to consider. First, make sure your law firm’s website has relevant content about your practice area, areas and location.

This will help search engines understand what you do and where you’re located. Additionally, consistency is important across local and legal directories when it comes to information like your firm’s name, address, and phone number.

This consistency helps potential clients find you more easily. Lastly, building backlinks from local websites can also boost your visibility in search results. By implementing these strategies, you can improve the online presence of your multiple-lawyer firm and attract more clients.

How to Use Pay-Per-Click for Lawyers
How to Use Pay-Per-Click for Lawyers

Leverage Legal Directories

Legal directories play a crucial role in enhancing the visibility and credibility of law firms. These directories, such as Justia, Nolo, Avvo, and FindLaw, help establish trust with potential clients.

Being listed in these directories allows law firms to distribute citations of their practice and local business information, which can significantly improve their rankings on search engines.

The geolocation technology used by these online directories also makes it easier for people looking for legal services to find local lawyers in their area. By leveraging legal directories, law firms can increase their online presence and attract more clients.

Importance of Google Maps in Local SEO for Lawyers

Google Maps plays a crucial role in local SEO for lawyers. Here’s why:.

– Increases Online Visibility: When potential clients search for law firms in their area, Google Maps shows them a map with local business listings and contact information. Being listed on Google Maps increases the chances of appearing in front of these potential clients.

– Boosts Local Pack Rankings: The Local Pack is the list of three businesses that appear at the top of Google search results. Having a strong presence on Google Maps can improve your local rankings, and increase the likelihood of being featured in the Local Pack.

– Provides Important Information: With Google Maps, you can provide important details about your law firm, such as address, phone number, website link, working hours, and reviews. This makes it easier for potential clients to find and contact you.

– Enhances Mobile Search Experience: Many people use their mobile devices to search for local businesses. Google Maps is integrated into mobile searches, making it convenient for users to find nearby law firms while they are on-the-go.

– Helps Generate Positive Reviews: Clients can leave reviews directly on your Google Business Profile when they find you through Google Maps. Positive reviews not only boost your credibility but also improve your visibility in local searches.

Remember: Utilizing Google Maps effectively is essential for improving online visibility and attracting more clients to your law firm.

Confident bankruptcy lawyer in a modern office, with different facial features.

Building a Strong Brand Authority

Building a strong brand authority is crucial for lawyers who want to establish themselves as trusted and reliable professionals in their local community. One way to do this is by consistently providing high-quality content that showcases their expertise and knowledge in the legal field.

This can be done through blog posts, articles, videos, or social media updates that address common legal issues or provide valuable insights. Engaging with clients and potential clients through social media platforms like Facebook can also help build brand authority by showing that the lawyer is responsive and accessible.

Another effective strategy is to sponsor local events or contribute to charitable causes, which not only increases visibility but also demonstrates a commitment to the local community.

By implementing these strategies, lawyers can establish themselves as authoritative figures in their field and gain the trust of potential clients.


How does SEO help law firms? Is SEO necessary for law firms? Do law firms need a Google My Business listing? Find the answers to these frequently asked questions and more in our comprehensive guide.

Keep reading to learn how local SEO can benefit your legal practice.

How Does SEO Help Law Firms?

SEO, or search engine optimization, helps law firms by improving their online visibility and making it easier for potential clients to find them. When people are looking for legal services, they often turn to search engines like Google.

By implementing SEO strategies, law firms can improve their rankings in search results and increase the chances of being found by potential clients. This is important because research shows that a significant number of people use search engines to find lawyers and make decisions about which firm to choose.

With more people using online research when seeking legal help, having a strong SEO presence can greatly benefit law firms in attracting new clients.

Is SEO Necessary for Law Firms?

SEO is essential for law firms. Many people now turn to search engines, like Google, when they need legal help. In fact, about 46.5% of potential clients use search engines to find a law firm.

If your law firm doesn’t have good SEO, it may be harder for people to find you online. That means you could miss out on valuable clients. By optimizing your website and using local SEO strategies, you can improve your visibility in search results and attract more clients to your firm.

Additionally: Having good SEO can also help build trust and credibility for your law firm. When potential clients see that your website appears high in search results, they are more likely to think of you as an authority in the legal field.

So, even if you already have a successful practice, investing in SEO can still benefit your business by attracting new clients and enhancing your reputation.

Remember: Local SEO is particularly important for law firms because most people searching for legal services want lawyers who are near them geographically. By focusing on local keywords and citations, optimizing your Google Business Profile, and building links from other local websites – like directories or news outlets – you increase the chances of appearing in the “local pack” or map results when someone searches for a lawyer in their area.

Do Law Firms Need a Google My Business Listing?

Having a Google My Business (GMB) listing is crucial for law firms. Many prospective clients use search engines like Google to find and research law firms. In fact, up to 46.5% of potential clients turn to Google when looking for legal services.

By having a GMB listing, your law firm can gain online visibility and appear in the local pack or on Google Maps. This increases your chances of being found by people in your local community who are actively seeking legal help.

Additionally, positive reviews on your GMB profile can have a significant impact on attracting new clients and improving your local SEO rankings. So, it’s essential for law firms to claim their GMB listing and optimize it with accurate information, appealing photos, regular posts, FAQs, and encouraging client reviews.


In conclusion, local SEO is essential for lawyers and law firms looking to attract clients in their specific area. By optimizing their online presence, including Google Business Profiles, local citations, positive reviews, and relevant content on their website and social media channels, law firms can increase their visibility in local searches.

Implementing these strategies can help lawyers establish strong brand authority and reach potential clients who are searching for legal services nearby. So, if you’re a lawyer or own a law firm, don’t overlook the power of local SEO to grow your business locally!


1. What is local SEO for lawyers?

Local SEO for lawyers means using local search engine optimization to make a law firm show up in local searches on Google.

2. How can local SEO help my law firm?

Using SEO strategies like link building, creating quality content, and working on site structure boosts your site’s authority. This helps people find your law firm when they look for attorneys online in your area.

3. How do I use Google My Business for my Law Firm?

Google My Business (GMB) lets you set up a business page with geographic information about your law firm. Positive reviews here can improve visibility in google’s Local Pack, which shows firms near the searcher on Google Maps.

4. Can social media help with local SEO for lawyers?

Yes! Making posts related to local events or legal news on platforms like Facebook increases interaction with the local community and boost your online visibility.

5. Can I pay to improve my rank in search results?

You can pay for ads through Google Ads or use Pay-per-lead ads via Google’s Local Services Ads, but remember that these aren’t part of organic results or search results where good SEO practices really count!

6. What are some effective tools when working towards better lawyer SEO rankings?

Tools like Ahrefs allow you to research keywords, analyze competitor sites’ relevance and domain authority, and conduct an extensive website audit making it easier to tailor Legal Content Optimization as per user intent.

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