Local SEO for Lawyers: The Essential Guide

Introduction to Local SEO for Lawyers

If you want your law firm to appear in the local map pack when potential clients search for an attorney, you need to optimise for local SEO. This guide provides strategies to position your firm at the top of local search results, ensuring you're the first choice for local clients. Whether you're an independent lawyer or part of a large firm, leveraging local SEO is crucial for establishing your presence in the community.

How Does Google Determine Local Ranking for Law Firms?

Google uses three primary factors to determine local search rankings: relevance, distance, and prominence.

• Relevance: How closely a business listing matches the user's search intent.
• Distance: The physical proximity of the business to the user’s location or the specified search area.
• Prominence: The business's reputation, both online and offline, measured through factors like backlinks, reviews, and directory mentions.

Relevance

Relevance is about how well your law firm matches what a potential client is searching for. Here’s how to improve it:

1. Business Category: Ensure you’ve selected the correct category for your firm, such as "personal injury lawyer" or "criminal defence lawyer."
2. Keywords in Your Profile: Use relevant keywords throughout your Google Business Profile (GBP), including in your business description.
3. Website Content: Your site should reflect the services you offer, with detailed information to help Google understand what your practice covers.
4. Consistency: Ensure your business information is consistent across all online directories and citation sources.
5. User Interaction: Encourage clients to click on your listing by making it informative and appealing.

Distance

Google takes into account the distance between the searcher and your business. Here’s how to optimise for this factor:

• Physical Address: Use a verified physical address for your GBP listing. Avoid virtual offices, as Google prefers actual locations.
• Proximity to the User: When users search for a service without specifying a location, Google prioritises businesses near their detected location.
• Search Location Term: If a user searches for "divorce lawyer in Sydney," for example, Google will prioritise results closest to Sydney.

Prominence

Prominence is influenced by how well-known your business is and can be improved with:

1. Reviews and Ratings: Encourage clients to leave positive reviews, and respond to all reviews to show engagement.
2. Backlinks and Mentions: Gain backlinks from reputable websites, legal directories, and news outlets.
3. Content Quality: High-quality, relevant website content helps boost your prominence in organic search results.

How to Improve Your Local Ranking on Google

To rank better in local search results, follow these steps:

1. Claim Your Google Business Profile: Ensure your GBP is claimed and fully optimised. This is the most impactful step you can take.
2. Verify Your Location: Verified businesses are more likely to appear in local searches.
3. Set Accurate Office Hours: Keep your hours up to date, including special holiday hours.
4. Manage Client Reviews: Actively seek reviews from clients and respond to each one, whether positive or negative.
5. Add High-Quality Photos: Use professional images of your office, staff, and community events to give potential clients a sense of your firm.

What Are the Best Websites to Get Reviews for Attorneys?

To build your reputation and prominence, obtain reviews on the following sites:

1. Google Business Profile: Essential for local SEO, as reviews directly impact your ranking.
2. Facebook: Allows reviews from users who might not have a Google account.
3. Yelp: Although strict with review policies, it is still a valuable platform.
4. Better Business Bureau (BBB): Especially useful for fields like criminal defence or bankruptcy.
5. Yellow Pages: Often ranks well in search results and can display your star rating.

What Is a Citation?

A citation is a mention of your law firm’s name, address, and phone number (NAP) across the web. Citations help strengthen your online presence and improve local search engine rankings. They don’t need to link to your site to be beneficial.

Top Citation Sites for Law Firms

To boost your local SEO, list your firm on these high-authority citation sites:

1. Facebook
2. Apple Maps
3. Google Business Profile
4. Bing
5. Foursquare
6. MapQuest
7. Yelp
8. Yellow Pages
9. Superpages
10. Merchant Circle

For legal-specific citations, use sites like:

1. FindLaw
2. Justia
3. Avvo
4. Nolo
5. Lawyers.com
6. HG.org
7. Martindale.com

How to Fight Google Business Spam

Competitors may use unethical tactics to gain an advantage. Here’s how to combat local spam:

1. Monitor Competitor Listings: Check the local three-pack for potential spam.
2. Report Violations: If you spot fake listings, keyword stuffing, or incorrect information, report it to Google.
3. Submit Complaints Directly to Google: Use the appropriate complaint forms to flag spam.

Should I Invest in Local SEO for Lawyers?

Yes, if you want to dominate local search results and generate high-quality leads. Local SEO can be complex, but a strategic approach will help you stand out. Consider partnering with a specialist agency that understands the intricacies of local SEO.

Glossary of Local SEO Terms

1. Local SEO: Optimising a website for geographically relevant queries.
2. Local Pack: The map and list of businesses displayed at the top of local search results.
3. NAP: Name, Address, and Phone number, which should be consistent across the web.
4. Google Business Profile (GBP): A free tool for managing your business's online presence.
5. Citations: Online mentions of your business’s NAP.
6. Geo-Targeting: Delivering location-specific content or ads.
7. Local Link Building: Obtaining links from locally relevant sites to improve your rankings.
8. Online Reputation Management (ORM): Managing and influencing your business’s online image.
9. Local Landing Pages: Pages that cater to local searches, using location-specific keywords.

Let’s Recap

Local SEO is essential for lawyers who want to dominate search results and attract local clients. By optimising your Google Business Profile, gaining reviews, and building citations, you’ll improve your rankings and visibility. Implement these strategies to enhance your online presence and grow your firm’s local clientele.