Got leads? Lawyer local SEO services for law firms is essential digital marketing for building a robust and consistent pipeline of leads for your law firm> to optimize client acquisition.

Outranking your competition in local search engine results is crucial for law practices. To outrank your competition and optimize client acquisition, you need to fully optimize all your essential digital assets.

Why are these essential? The short answer is that they create the constellation of law firm ranking factors for local search results. These digital assets include:

Local SEO Services For Law Firms: Website
Local SEO Services For Law Firms: Business Listings
Local SEO Services For Law Firms: Business Citations
Local SEO Services For Law Firms: Backlinks
Local SEO Services For Law Firms: Social Media

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According to MOZ, Local Search Ranking Factors are surveyed using the opinions of local firm SEO professionals to determine which factors have the most impact on search engine rankings. There is no one answer as to which factors are most important because Google uses different results for different markets, industries and platforms.

This means that a local SEO who specializes in working with cafes might realize that Google heavily weights a factor such as “popular times” for this sector, while a colleague who handles personal injury cases may think this factor is less important than the authority of links lawyers earn.

There is no universal way to determine the exact influence each factor has on a market or industry. Each factor has a different influence depending on which search engine result pages are being searched. Google Maps listing local search results may show a different ranking for the same business than it does in Local Finder. 

The organic results, however, are governed entirely by a separate set of calculations known as an ‘algorithm’. Organic rankings may not be affected by factors that help a business rank highly in a local pack.

Backlino studied over 4 million websites to gauge their website traffic based on click-through rates (CTR) and ranking position on Google’s Page 1. Take a look at the image below. This shows the percentage of website traffic that you can anticipate from ranking on Page 1 of Google. Rankings translates to conversions, revenue, profit and ROI. The higher the ranking, obviously, the greater the gain. Local SEO increases your rankings and with consitent, diligent effort, your website traffic increases which facilitates business growth.

Google Business Profile Factors For Local SEO Lawyers

The primary goal of local SEO for lawyers is to rank “above the fold” for your law firm markets on Google Business Profile (GBP) and on Google Maps listing which can lead to increased visibility and potential customers.

Of all the local SEO ranking factors on a law firm’s business profile, the 4 most important are: The law firm’s name; the categories listed; and the law firm website URL.

Law Firm Name

The inclusion or exclusion of a search phrase within the business name can impact rank. Google might favor a law firm with the type of law practiced within the name. For example, Simon Law Firm – San Mateo Personal Injury Attorney might rank higher than a Simon Law Firm if someone searches for “San Mateo personal injury lawyer”.

Yet, keyword rich law firm name’s (without a valid DBA) are somewhat in flux given the 2021 Google Vicinity update. Many law firms who used the above tactic saw their rankings evaporate overnight as Google appeared to prioritize proximity over keyword in order to flush out spammy, lead-generation websites.

Various testing has shown that proximity cues now favor rankings based on the web searcher’s location. This is not to say that a keyword-rich name is not effective; rather it’s significance has now been mitigated.

Categories

Businesses can select up to ten categories to be included in their Google Business Profile. The most important thing that you can do on your Google Business Profile is to see which firms rank for your keywords and then identify their categories and match them.

Getting categories right is probably one of the most important adjustments that you can make on your Google Business Profile for proper optimization. Make sure you identify the winning category which is usually the most niche category, and then use all the additional categories.

So a criminal attorney’s primary category is likely going to be “Criminal Justice Attorney” and their additional categories will be “law firm”, “attorney”, “legal services”.

Website URL

The website page to which you link from your Google Business Profile can have an impact on your listing’s rank. If a law firm links their listing to their homepage and has accumulated a lot of authority and links, it may rank higher than if they point to a page with less authority.

Many firms choose to link to their homepage, or even to another page on the same domain.
There is no one right answer as to what you should do, but there are some factors to consider:

• Do you want people to be able to find you through a Google search or do you want people to see a specific page?
• If you want people to visit a specific page, that page should have a lot of authority (lots of links).
• If you want people to find you through a Google search, it doesn’t matter where you point them because Google will still be able to find you. Even if you point to a page that has no authority, Google will still be able to find you by looking at your website.


If you don’t care about Google visitors, pointing to your homepage is fine. However, if you want more targeted visitors, then you should point to a page with authority (lots of links). 


If you have a page that has a lot of authority, then Google is already showing you what they deem as authoritative and you will want to take advantage of a strong web-page to attach to your GBP if it is relevant and makes sense to do so. You can also add contact buttons or a special offer to that page to make it convert better.

Location

As stated, the Vicinity update increased the significance of proximity cues. Location is now one of the most important factor that helps a practice rank in the Local Pack. The closer your practice is to the searcher, the more likely you are to be ranked.


The searcher’s location is determined by their IP address and reported to Google. If the searcher is in your incorporated area, you should be ranked. If the searcher does not fall within your incorporated area, you should not be ranked unless your firm has a physical address in that location (it could be a satellite office location) or within 25 miles of it. 


There are some exceptions to this rule. For instance, if a searcher is searching for an attorney that is not located nearby, you may still be ranked in the Local Pack if you have a physical presence in that area. For example, if a searcher from San Francisco searches for “San Francisco criminal attorney”, a Los Angeles based firm could be ranked.

In order for this to happen, Google would have to know that someone from San Francisco is searching for a law firm with a physical presence in Los Angeles. This can happen if that practice has a website with a physical address in Los Angeles, and someone from San Francisco has linked to it.


Claiming your business location on Google Maps is the primary goal of doing local SEO for doctors. By displaying your business information on your Google Maps listing, you can increase awareness and traffic to your law firm. You can also use this visibility to attract new clients and boost brand recognition.

On-Page Factors for Local SEO Lawyers

On-Page Factors refers to your website’s content. The critical Local SEO on-page factors include the following.

NAP is for Name, Address and Phone Number

The idea behind NAP is that a local business’s NAP should be prominently displayed on its website and should match the NAP published on Google Business Profile.

Optimized Content For Local SEO Lawyers

Local business websites should be optimized to reflect the keywords that searchers use when searching for the products and services they offer. If a searcher searches for “family divorce lawyer”, then a local family law practice should rank higher than a competitor who does not have a page optimized for this keyword phrase.

Expertise-Authority-Trust (EAT)

A local business that publishes website content of an authoritative quality may rank higher than one with low-quality content. Moreover, every law firm should strive to clearly establish that it is a legitimate business by incorporating best practices to meet Google’s guidelines for EAT. Website content should show the firm’s expertise in it’s field and location to establish authority and engender trust.

Technical and Security Factors


To remove ranking barriers, local businesses should ensure their website is mobile-friendly, secure and renders correctly across multiple devices. It is important to take care with elements such as the robots.txt configuration or page redirection in order for search engines to crawl, index, and trust a website.

Review Factors

Google is believed to pay attention to three types reviews, which include:


• Google Business Profile Reviews – These are star ratings and reviews that are likely the most important of all reviews for ranking purposes.
• 
Third-Party Review Sites – These are reviews that people leave on sites such as Yelp. However, they could also include professional reviews on websites like Avvo.

• First-Party Review on Your Website – These are testimonials and reviews that local businesses facilitate publication on their website.


Moreover, the quality of reviews also has influence on rankings. Review qualities might include:

1. 
Recency: Are a business’s reviews from the most recent dates or are they outdated and out of date?

2. Velocity: How often does a business receive new reviews?

3. Diversity: Are there reviews of the business on multiple platforms?

4. Authority: Could a review by a professional reviewer, or a member in good standing of a program such as Google’s Local Guides have more weight than a review written by a random member of the public?

5. Format: Do text-based reviews have a greater impact than star ratings without text?

Citation Factors

Citations are a great way to boost your business’ credibility and visibility. By using reliable business directories, you can easily find relevant information about your company, such as its address and phone number. This information can help potential customers research your business before making a purchase.


Google is always looking for ways to improve its search results, and one way it does this is by discovering businesses that are popular on other websites. By linking to these sites, you can show Google that your business is reputable and worth considering for future searches.


There are many online sources of information that can help you get quality citations. These include web directories, maps, review sites, apps, and GPS navigation tools.

Link Factors

When used with money keywords and branded keywords, Inbound links from authoritative websites will help to achieve better search engine ranking for local search queries.

Additionally, internal links from other pages or articles within your medical practice can be beneficial for expanding your reach online.

Behavioral Factors

Google is always looking to improve their local search results, so they take into account the click-through rate of maps when ranking law firms. They monitor how many mobile users are calling your office location asking for directions and compare that number to the competition. If you’re ranking higher than your competitors, it’s likely due to more mobile users contacting you for help.

Additionally, Google may also be interested in other behavior, such as how long a person stays on your webpage or website which is known as dwell time. Another behavioral clue is how many people click on your listing’s “call” button to call your firm which is known as clicks-to–call or how many people click the directions button on your listing to get driving directions.

They also factor in how people interact with your photos, reviews and posts, menus, menus, books, products, or Q&A.

Google may also be interested in other aspects of your website such as how people interact with it after they click through, whether they visit other pages or bounce off to another site. Although many of these factors don’t have an immediate impact on organic and local rankings, they are still important.

Negative Factors

The preceding covered the 7 major types of ranking factors which positively impact local businesses. Law firms should also be mindful of negative circumstances that impact rankings. Essentially, violations of Google policies on these ranking factors can negatively impact search engine visibility. Negative factors are too numerous to list but some of the more egregious types include: Fake reviews, toxic backlinks, etc.

A holistic local SEO approach looks at all of the above ranking factors. These ranking factors influence a law firm’s local SEO which includes Google’s Local Pack and Local Organic search results. Now that we’ve reviewed local SEO for attorney ranking factors, let’s move on to what constitutes best practices for local SEO for lawyers.

Now that we’ve reviewed local SEO for physician ranking factors, let’s move on to what constitutes best practices for local SEO for doctors.

Perform An Exhaustive Keyword Analysis for Your Law Firm’s Practice Areas and Location

The website should be optimized with the right keywords and search terms. An extensive competitor analysis should first be performed to identify what Google is ranking.  It’s helpful to consider that each search engine results page (SERPs) is different and what ranks for a law firm search term in Palm Springs is different than what ranks in Las Vegas.

Of note is also the kind of keywords. Commercial keywords are terms that suggest that the searcher is seeking to hire a lawyer. These are phrases such as “family law services”. Contrast this with informational keywords that seek information about a topic such as “custody arrangement schedules”.  We typically create a 30-70 ratio of commercial to informational keywords.  You want to satisfy the Expertise-Authority-Trust (EAT) Google factors by presenting useful content regarding the legal matters that web searchers want. A law firm with just commercial terms comes off as too spammy and probably won’t rank as well as one that seeks to serve their clients and prospective clients with helpful information.

The competitor analysis should also encompass a study of the images used, whether videos were used, the quantity and quality of backlinks, the citations and any other pertinent factors that lead to the websites ranking.  The idea is to match and exceed the winning web pages.

Additionally, a keyword gap analysis should be performed to identify low-hanging fruit. These are keywords that your competitors are not ranking for but where there is decent search volume. We call these keywords “golden” because they have high volume and low competition. 

Create Useful Local Law Firm Website Pages 

Law firms that want to rank highly in local search results should focus on creating well-designed website pages that feature information about their services, practice areas, location, hours, and contact details.

The site’s design and colors should be consistent with the firm’s branding. User experience (UX) design principles should be employed to make the user experience more satisfying and easy to review, navigate, read and interact. 

Depending on the type of practice and the kind of law firm messaging, particular attention should be paid to reflect what a client needs to know about the kind of representation they will receive by hiring your firm. A DUI lawyer might want to reflect a strong orientation towards urgency and defense against evidence defects whereas a family lawyer specializing in custodial arrangements might want to reflect compassion and collaborative negotiation skills.

Additionally, it is important to build a law firm website using a platform that features a blog so you can regularly update content with new information. You want to continuously provide dynamic content to ping the search engines that your firm’s website content is active, useful should be indexed and ranked.

Law Firm Website: Pages EVERY Law Firm Should Have For Effective Local SEO

While there is no one “perfect” site structure, your main page(s) should consist of the following:

Home: Your law firm website page should contain the most important keywords in its title. It should contain your most important keywords. It should contain relevant images, videos and social media links. It should link to the most important pages on your website, such as your blog or your legal services page. Think of it as the traffic center for your website and the best web page to promote your firm’s brand.

About: This law firm website page should describe your business and its history.

Lawyer Profile Pages: Each lawyer should have a profile page with a photo, bio and contact information.

Services Pages: This law firm website page should contain detailed information about your services.

Location Pages:  Aim to have a location page for every law office that provides information about the services offered, lawyers based in that office, a map, driving directions, etc.

Legal Blog: This law firm website page should provide your customers with insights into the legal field.

Contact: Your law firm website contact page should include your business address, phone numbers and email addresses.

Contact form: If you do not have a contact form on your website, you are missing out on a lot of leads! Add one as soon as possible. Make this part of your client intake process.

Create Content Hubs for Related Keywords Regarding Your Law Practice Services

Content hubs are amazing for local SEO. They provide comprehensive content overview that cover each practice area. These hubs include local content for the keywords relevant to that area.

An example content hub might focus a website page on the primary page “Personal Injury Attorney Seattle” with sub-pages that further niche the services such as: Catastrophic personal injury Seattle, motorcycle accident injury attorney, dog bite personal injury, etc.

This local content should be found in the website navigation menu. It is a great way to increase your law firm’s ranking for those keywords by showing your firm’s subject matter expertise and authority.

Add Law Firm Schema Markup To Your Website Pages Improve Your Law Firm Local Rankings

Schema Markup provides extra information to search engines. This information can be used to enhance the display of your website in the search engine results pages (SERPS). The code used for schema markup can be seen with the Structured Data Markup Helper. The tool shows you how to mark up your site for location and organization.

Local Schema helps your business get better results in Google and other search engines by providing information relevant to local SEO. We strongly recommend doing this for optimum ranking.

On-Page SEO for Local SEO

To rank well, On-Page SEO is essential. In our opinion, it is the most important factor based on the SEO results that we’ve achieve for our clients. 

What is On-Page SEO?  Essentially it involves optimizing your web pages for the keywords that you want to be discovered for. These on-page SEO factors should be integrated into the website and interlinked throughout the site.

On-Page SEO is something that you want to do for every page on your site. It helps to ensure that the pages are relevant to the searcher’s query. Additionally you should include keywords in the page title, page meta description and on the first paragraph of the website’s body text. It is also important to use H1 tags in the page body text. Use local keyword phrases in your page URL as well as your page title.

Your practice areas should be reflected in the page title and page header section of your webpages. Your city, state and zip code should also be included.

It is also important to include a geographic targeting parameter in the page source code so that search engines can see that your website is relevant for searches in a certain area.  

Use Your Target Keyword Strategically

Make sure you have your target keywords in the title tag, meta tag, and content of your webpage. For example, if your target keyword is “San Francisco business attorney”, make sure you include it and its variations in your title tags and website content. You can use: San Francisco business lawyer, Business Law Attorney San Francisco, Business Law Lawyers in San Francisco, etc.  Just be sure to avoid overusing the same keyword which is known as “keyword stuffing”.

Update Your Law Firm’s Website Title Tags & Meta Tags for Local SEO

Looking for a business near you and near me? In addition to listing the businesses by city and state, we also include their location on a map so that you can find them easily. Make sure to add “near me” and “near you” to your title tags in order to target your audience specifically. 

Display Your Name, Address, Phone Number & Website (NAP-W)

Be sure your website clearly displays your business information on each page, preferably in the footer. This should include your: Business Name, Address, Phone Number and website URL. Also include business hours.

Embed A Google Map

Embed a Google map into your website for easy location identification. Also, add directions from major freeways.

Internally Link Throughout Your Website

Internal linking is an important part of effective online marketing. When you link across practice area pages, you help readers navigate your content more easily and see that you are an authority on the topic. This will help your rankings jump up.  

You should also link to related content on your website. However, you want to make sure that you do not link to content that is not relevant to the page that you are linking to. This can cause your rankings to drop.

Create Effective Website Architecture

Layout and design choices that are made in the architecture of a website can play an important role in helping Google crawl through its pages. A well-planned, flat organization with tight links between pages is ideal; this will help Google better understand what topics are covered on your site.

Additionally, grouping similar pages together by topic can also provide additional context for Google. Be sure to put your website’s pages in different categories to make them easier for Google to find!

Ensure Fast Website Loading Speed

Check your website speed with the Google Pagespeed Insights tool.  This will show you how quickly your website is loading. If you have a slow speed, Google will see that and you may be penalized for it.

Google has adopted a mobile-first approach to search which now demands faster web loading speeds particularly on mobile devices. If users of your website have to wait long periods of time for your pages to load, this may mean that they “bounce” for your website.  A high bounce rate can lead to lower rankings.

Get Google Screened To Increase Customer Trust

For law firms, the presence of Google Screened can mean the difference between success and failure in local SEO. By vetting your service license with Google’s trusted partners, this feature allows you to bypass other paid and organic listings in a local search result. This means that screened listings will eat a significant chunk of clicks from organic SERPs, helping you achieve higher rankings faster.

Conduct a technical site audit for growth opportunities of your law firm website

A technical audit ensures your law firm website can rank better in search engines and also helps you identify issues that may cause your website to perform poorly in search results. For example, if your website has a large number of broken links, Google may not rank it as high as a site with fewer broken links.

A technical audit may also discover duplicate content issues on your site that can lead to your website getting penalized. The audit can also help you identify opportunities for improvement such as missing meta tag values or incorrect page titles.

Your Google Business Profile may rank above your website in search results if it has all the right information, so make sure you take steps to make sure your law firm’s business profile is set up correctly.

Google Business Profile Description

Prepare a short description of your law firm’s offering that includes law firm name, name of lead attorney, years of operation, law firm practice areas, locations served, legal awards and recognition. Here’s an example:

“Our law firm, The Law Offices of Atticus Finch, is a premier legal practice focused on representing clients in the areas of criminal defense, family law, and estate litigation. We offer our clients unparalleled experience and expertise in each area of the legal system. Our attorneys have years of experience practicing in various areas of law and are highly respected within their community for their dedication to justice. We provide legal services to residents throughout Maycomb County, Alabama.”

Choosing The Right Categories For Better Ranking

Always start by looking to see which category terms are winning the SERPs. Usually, the more niche the better. For example, if you’re a personal injury attorney, you may want to use “Trial Attorney” or “Legal Services” depending on which term is ranking for your key term in your area. Then use the other legal categories for your remaining categories.

Add Plenty of Pictures & Videos To Your Listing

Be sure to add plenty of photos of the exterior and interior of your offices. Also add team photos, individual photos, special events, etc.  Prospective clients want to know more about your firm and what your office looks like before deciding to hire you.

Adding Google Business Profile images is a great way to make you and your team stand out from the rest.

Post Useful Content Regularly

Use Google Business Profile to increase user engagement with your posts which also helps  increase local search rankings. Useful posts can be about local events, court information, recent rulings, firm activities, charitable events, etc. 

Questions and Answers

Use the Questions & Answers feature!  Post frequently asked questions regarding your firm and provide responses that are helpful to clients and prospective clients. Aim for 2-4 Q&A per month.

Positive Reviews Drive Higher Local Rankings

Request clients provide your firm with reviews.  Avoid incentivizing reviews as that conflicts with Google’s guidelines. Be sure to respond to every review and use your keywords in your responses. 

Bad Reviews: Don’t Add Fuel To The Flamer

Everyone gets bad reviews. How you handle it can minimize the impact or make it go from bad to worse.

⭐️ Avoid unprofessional communication with anyone who leaves a bad review. You don’t want to further aggravate a negative review. Be polite and respectful at all times.

⭐️ Offer to help them with a solution.

⭐️ Remember to focus your response on a how a prospective patient reading your response might evaluate your approach. Write for them.

⭐️ If possible, reach out to some of your 5-star reviewers and request that they slightly update their reviews. This will help push down your negative review so it’s not prominent.

For some additional great guidance, check out this article on how to respond to a bad review.  Also, if you receive an unfair or false review, you can request that Google remove it by going here for the review removal tool. .

Keep Your Business’ Name-Address-Phone-Website (NAP-W) Information Correct.

Keeping your business’ NAP information correct and consistent is important to both consumers and search engines. According to the BrightLocal Business Listings 2021 trust report, 83% of consumers found incorrect or incomplete information about a business, while 63% said finding such incorrect info would stop them from using your services.

To avoid consumer confusion and keep your search engine ranking high, make sure all citations online match what’s shown on your website. For example, if you have a law firm with multiple locations, Google the old address and phone number to make sure it doesn’t appear on any listings online. 

Common local lawyer citations 

A few legal directories that you might find useful include Avvo, Nolo, FindLaw, LegalZoom, and Martindale. All of these directories offer law firms information on a variety of legal topics, so they can be a great lead generation tool for local SEO for attorneys.
Be sure your American Bar Association ABA  citation and State Bar information are both up-to-date along with a valid link to your law firm website.

Link-Building for Attorney Search Engine Optimization

To rank locally, law firms should get local and niche-specific links. Link-building will be particular to your practice area and local market.

If you’re targeting “San Francisco estate lawyer”, you’ll want to Google that term and analyze the backlinks for the top 3 – 5 competitors. From there, you want to match and exceed those links in terms of link quality.  Avoid getting a ton of spammy or garbage links which can negatively affect your rankings.

Anchor Text –  For Law Firm SEO Strategy

Research top practices’ backlinks, and typically, what you’ll find is that the top results have a combination of different anchor texts. Anchor texts pointing to their site usually include some combination of the following:


NAKED URL: The law firm’s website URL is used as the anchor text.


BRAND: The law firm’s brand name is the anchor text.


MISC: Miscellaneous anchor text will include verbage such as: “click here”, “find out more”, etc.


Exact Match Anchor (EMA): EMA anchors are the exact search term a law firm is typically trying to rank for like “San Jose criminal lawyer.” 


Partial Match Anchor (PMA):  The PMA anchor has some of the keywords, i.e., “criminal lawyer Bob Smith.” 


In most competitive markets, most top-ranked law firm websites have about 3% – 5% EMA/PMA. 

Love it or hate it, social media is necessary to establish your law firm’s brand and reach potential clients. It’s also a great opportunity to rank well locally, as long as you keep your posts useful, informative and engaging as social signals are important to local rankings.

When someone links to your law firms website on Twitter or Facebook, Google will see that as a positive indicator of your site’s popularity. Google considers Facebook likes, shares and comments to be a positive ranking factor. 



LinkedIn is another great social media profile for law firms because it allows you to connect with prospects and other business professionals. Many people will use LinkedIn to find a lawyer for the first time.

We particularly like video because of its incredible effectiveness for lead generation and because it can be repurposed for search and social. You can use one video on numerous platforms, and chop it up and make “shorts” for YouTube and TikTok. 

Video also helps reduce the intimidation factor that some might have regarding meeting a lawyer. You can present your firm, your expertise, values, recent rulings, and respond to frequently asked questions.  Video is an excellent way to post on social to drive brand awareness. A buyer’s journey always involves the process of Know to Like to Trust; and video can help accelerate that process exponentially.


Another great option for law firms is advertising social media marketing to target audience search. Social media is far less expensive than paid search. You can narrow down the demographics to your local region and identify the exact ages, type of employment, and keywords that you are seeking to provide a “freemium” and start an email nurturing sequence for lead generation.

Hopefully this guide helps you in your pursuit of Local SEO excellence.  If you’d like to learn more about our lawyers consulting services, search engine optimization strategy and how our local SEO services for law firms can help you, contact us.

We would be delighted to provide you with a complimentary audit of your local search rankings and web audit regarding your web presence.

Learn more about our search engine marketing for doctors. Contact us today!