Search engine optimization (SEO) significantly impacts how clients find your firm online. Local SEO goes one step further by narrowing down search results by location. After all, you don’t necessarily want to field inbound inquiries from folks in California when you’re licensed to practice in Massachusetts.
You can use local SEO as a marketing strategy to boost traffic to your website. People use search engines like Google to find local products, services, or information. This is done by typing in a specific location—personal injury attorney in Tampa—or using the term ‘near me’—divorce lawyer near me.
Query results are presented at the top of search engine pages for instance, Google’s Local Search Pack. The top results appear in a specific order according to algorithms developed by Google.
Google My Business
Get the most out of local SEO and boost your chances of appearing in Google’s Local Search Pack with a Google My Business (GMB) profile.
The information you provide on your GMB profile, such as your firm’s name, address, and phone number, is used by Google to share your business listing for relevant search queries.
Relevance, prominence, and distance are the three key factors Google uses to determine local rankings.
The keywords you use to describe your firm have an impact on relevance. For example, if you practice family law, your GMB listing title and business description will need to highlight this. Additionally, having consistent contact information across all digital directories will help improve your relevance.
Prominence is determined by the number and quality of your online reviews. Positive, relevant reviews can push your law firm’s listing to the top of the search engine results.
Consistent social media engagement is a straightforward method of increasing awareness and thus local SEO for your firm. Post unique content regularly on your GMB listing to increase the potential for your firm to appear at the top of search engine result pages (SERP).
The content on your website also contributes to your local SEO. Your homepage should clearly describe your firm and the services offered to ensure your website is optimized for various keywords related to your practice area.
You also need unique content to increase the chances of outranking competitor law firms. This can be in the form of blogs, infographics, podcasts, videos, etc. The more content you post, the more chances you have to include your location and relevant keywords.
Focus content on information about your specific practice area and the local community. Any content you produce for your website can also be repurposed and shared on your GMB page.
Lawyers and law firms rely on local SEO as most clients use search engines to find services. Optimizing your website and local business directories makes it easier for search engines like Google to find and recommend your firm.