Local SEO for Lawyers and Attorneys: Full Guide to Legal SEO[Best Strategies in 2024]

Local SEO for Legal services is a critical part of acquiring  high quality leads and getting your law firm in front of people who are in urgent need of legal assistance. Local SEO can play a vital role in your overall Legal marketing strategy helping you power your Google PPC strategy.

With search phrases like “legal advice near me” increasing 4x in the past year, it makes every business sense you are paying serious attention to showing up in local searches in your area.

Need help with dominating your local area for Legal services digital marketing, lead acquisition strategy, google map seo, or just have some questions you need quick answers to? Contact us online (Redirect to a calender booking page) or give us a call on Phone Number

As a legal practitioner, every single resource spent on your legal practice should be tied to ROI. So now we’ll take a look at the impact of local seo for legal services.

What is Local SEO For Lawyers?

Local SEO for legal firms is an SEO strategy designed to help optimize a firm’s website and Google Map listing for a target local area or location to rank higher in local search results. 

As 98% of Google users search for local businesses, Local SEO consultants will often work on optimizing a firm’s digital presence to appear during such searches with local intent.

This helps legal practices increase visibility to potential clients in their area, driving more local leads and conversions.

Why  Local SEO for Attorneys Is Important For Lead Generation

Different types of search take place on Google and other search engines everyday depending on search intent. For Legal matters, people are simply looking for legal assistance within a distance to their home or office to address their legal needs promptly.

For proper context, imagine you are Google, you will never serve a legal query 100 miles from a user’s location in a search result. Rather you try to look for the nearest and sort the results based on several parameters with location being a critical part of that.

Why Do Local SEO for your Business

  1. 98% of consumers used the internet to find information about local businesses including legal services.
  2. 76% of consumers “regularly” read online reviews when browsing for local businesses such as law firms. Local and organic searches together make up 69% of overall digital traffic. 
  3. 87% of consumers used Google to evaluate local businesses in 2022, 42% of local searches involve clicks on the Google Map Pack
  4. 60% of people searching make direct calls from Google.

Learn More

  1. Local SEO Services for Small Businesses
  2. Best Keywords for Attorneys/Lawyers
  3. Facebook Ads For Lawyers

Local SEO: 6 Strategies to Dominate Your Local Area

  1. Optimize Your Google My Business Listing

Claim and verify ownership of your Google My Business listing so you can gain full access to manage and optimize it, then ensure that you fill all the sections of your profile including website, business hours and your service area.

Make use of high-quality images and videos that show your legal services, the members of your team and clients that are satisfied with the quality of the service you render. 

Encourage satisfied clients to leave positive reviews on your business listing so potential clients will know you are trustworthy and reliable.

  1. Google My Business Tools and Solutions for Your Legal Services

Make use of your Google My Business to its fullest potential by ensuring your listing is complete, accurate, and regularly updated with information that is relevant such as business hours, services offered, and customer reviews. 

This requires a type of digital marketing skill if you want to go ahead and optimize your GMB listing by yourself. You can hire a Google My Business Setup Service to get your profile up and running and set up for success.

If you have a GMB listing that is not bringing in a quality number of leads to your business, a Google My Business Optimization Service can help you turn things around. Hiring a local SEO expert in-house can also bring a huge ROI to your business as they can bring their years of industry experience to your marketing.

Use features like Google Posts and Q&A to engage with potential clients and address inquiries promptly.

Specialized GMB optimization requires successfully observing what others are doing in your market and tailoring it to best service potential customers.

  1. Audit Your SEO and Create a Ranking Roadmap

Carry out a comprehensive audit of your firm’s website SEO performance to identify areas that need improvement and develop a strategic roadmap for enhancing your online visibility and search engine rankings.

  1. Use Expert SEO Audit Solutions: You should consider employing professional SEO audit solutions or tools to help conduct an in-depth analysis of your website’s SEO performance, identify technical issues, on-page optimization opportunities, and backlink profiles.
  2. Key Things to Unveil in a SEO Audit: During the SEO audit process, focus on uncovering critical aspects such as website speed and performance, keyword optimization, mobile-friendliness, site structure and navigation, local citation consistency, and backlink quality and diversity. Addressing these key factors can significantly impact your law firm’s search engine rankings and online visibility.

Learn More

  1. Copywriting Techniques for Attorneys/ Lawyers
  2. Evergreen Email Marketing For Legal Firms
  3. How to Get Clients for a Legal Service
  1. Improve Your Technical SEO

To improve your technical SEO ensure your website has a clear hierarchy and good navigation for a better user experience and crawling of search engines. Then optimize the title tags and meta descriptions with relevant keywords to improve click-through rates in search results. 

A schema markup should be implemented to provide search engines with additional context about your content and potentially earn rich snippets. Descriptive anchor text should be used for internal links to help search engines understand the relevance of your content. 

Regularly monitor and fix any technical issues such as broken links, duplicate content, and crawl errors to maintain optimal website performance.

Technical SEO requires some level of expertise to carry out effectively. As a business owner, you should rather hire an SEO expert to help you do this while you focus on your business.

  1. Page Speed and Mobile Responsiveness 

Optimizing your website’s page speed and ensuring mobile responsiveness are very important aspects of technical SEO. 

While you may be targeting a local area, you may need a professional SEO service provider to help you ensure your page speed and mobile responsiveness are among the best in your target market.

Your page loading times can be improved by optimizing images, reducing your server response times, and minimizing CSS and JavaScript files. 

To ensure your business stands out among the best lawyers websites in your local area, page speed and mobile responsiveness is very crucial. According to Google, as load time goes from 1s to 3s the possibility of bounce rate increases by 32%.

Page Speed Insight Analysis of

A website that loads fast enhances user experience and can positively impact search engine rankings. Additionally, ensure your website is mobile-friendly to accommodate the increasing number of users accessing the web from mobile devices.

  1. Acquire Relevant and Local Backlinks 

To  improve your firm’s website authority and search engine rankings, making  use of backlinks from reputable and relevant websites are essential. 

Link building for Legal services can help boost their website to the top of local search results, improve their website authority and lead to an increase in lead acquisition.

You should focus on acquiring backlinks from local sources, such as local firms, industry associations, and community organizations. These local backlinks signal to search engines that your website is relevant to specific geographic areas, which can improve your visibility in local search results. 

Also prioritize quality over quantity when acquiring backlinks, as links from authoritative websites carries more weight in search engine algorithms.

  1. Stay Active on Social Media for Relevance

Keeping up a constant presence on social media helps your legal firm website’s search engine optimization (SEO) as well as audience engagement. 

To raise the visibility and trustworthiness of your legal firm, engage with followers, share insightful information, and take part in pertinent conversations. 

Search engines take into account social signals like likes, shares, and comments when assessing the authority and relevancy of a page. 

You can raise the SEO performance of your website and draw in more organic visitors by being active on social media and regularly posting insightful content.

Another good way to leverage the social media space is by running Facebook Ads for your Legal services targeting households and businesses in need of your service.

Tools and Techniques for Tracking SEO Progress

While understanding the key metrics is crucial, having the right tools and techniques is equally important for tracking your SEO progress.

But measurement alone isn’t enough.

To truly succeed in the competitive landscape of the Legal industry, you need to leverage the right tools and techniques to track your progress effectively.

Tools like Google Analytics, Google Search Console, Ahrefs, and SEMrush provide invaluable insights into your website’s performance and help you identify areas for improvement.

Here are some essential tools explained for the benefit of Attorneys/ Lawyers..

  • Google Analytics

A powerhouse in web analytics, Google Analytics provides valuable insights into website traffic, user behavior, and conversion tracking. By setting up goals and conversion tracking, Legal services can track the effectiveness of their SEO efforts in driving desired actions.

  • Google Search Console

Google Search Console is a free tool provided by Google, which allows you to monitor and maintain your website’s presence in Google’s search results. It highlights the use, and valuable insights into your website’s performance in search, including keyword rankings, click-through rates, and indexing issues.

  • Ahrefs

An all-in-one SEO toolset offers features such as keyword research, backlink analysis, and competitor analysis to help Legal services improve their website’s SEO performance. By engaging competitors’ strategies and identifying link-building opportunities, Ahrefs empowers Legal services to stay ahead of the curve in the competitive landscape.

  • SEMrush

Another comprehensive SEO tool, that provides seamless insights into keyword rankings, site audits, and competitor analysis, among other features. By harvesting and investigating keyword trends, monitoring competitors’ strategies, and identifying opportunities for improvement, SEMrush helps Legal services and SEO efforts for maximum impact.

Measuring SEO success in the Legal industry requires a strategic approach that focuses on relevant KPIs, and by making use of the right tools and techniques, with emphasis on continuous improvement, you too can reap the bountiful rewards of key metrics such as organic search traffic, keyword rankings, conversion rate, and backlink profile.

Work with a Performance Driven Law Firm/ Attorney

Choosing a marketing solution partner is very crucial to the success of any Attorney and Law Firm. If you have the money to invest they must have the expertise and passion to drive results for your firm. 

More than often business owners fall victim to SEO companies with little or no passion to generate results. They get tied down to contracts and get swayed away by snake oil sales tactics.

SEO well done the proper way following best practices can help you attract high quality leads, keep your phone busy and grow your legal practice.

Many Attorneys do ask if using a freelance or working with a specialized Digital Marketing Agency for Law Firms is the best line of action. As an attorney SEO company we are dedicated to helping you achieve improved organic search visibility using our years of experience and tools with proven results.

While working with a freelancer might sound like a good idea based on cost, working with a dedicated team of specialists is a powerful advantage you can bring into your marketing.

By working with a performance focused marketing agency as GMBjet, you can leverage our combined years of experience, expertise and high quality delivery to move your legal practice forward.

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SEO for Attorneys/ Lawyers FAQ

What is SEO and why is it important for Attorneys/ Lawyers?

SEO (Search Engine Optimization) refers to the process of improving the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. For Legal practitioners, SEO is crucial as it helps your firm appear prominently in search results when potential clients are looking for law firms in your area, thereby increasing your chances of attracting new clients.

How does SEO help Lawyers attract more clients?

SEO helps by improving your website’s visibility in search engine results pages (SERPs). This is achieved through optimizing various elements of your website, such as content, images, and metadata with relevant keywords that potential clients are searching for. Effective SEO strategies can place your Legal practice ahead of competitors in search results, making it more likely that potential clients will click through to your site.

What are the key components of SEO for Attorneys/ Lawyers?

The key components include:

– On-Page SEO: Optimizing the content on your website to include relevant keywords, meta descriptions, and tags.

– Technical SEO: Ensuring that your website is structured in a way that search engines can easily crawl and index.

– Local SEO: Focusing on optimizing your firm for local search queries, including setting up and maintaining a Google My Business profile.

– Content Marketing: Creating valuable, informative content targeted at your audience, such as blog posts about Legal Topics or FAQs.

How long does it take to see results from SEO for a Legal website?

The time it takes to see the impact of SEO efforts can vary based on several factors, including the competitiveness of your market, the current state of your website, and the strength of your SEO strategy. Typically, it can take anywhere from three to six months to start seeing significant changes in rankings and traffic.

Is SEO a one-time task for Legal websites?

No, SEO is not a one-time task but an ongoing process. Search engines are continually updating their algorithms, and competitors are also optimizing their websites. Regular updates and continuous optimization strategies are necessary to maintain and improve your search engine rankings.

What are some common SEO mistakes Attorneys should avoid?

Some common mistakes include:

– Ignoring local SEO elements such as Google My Business.

– Overlooking the importance of mobile optimization.

– Using outdated or black-hat SEO tactics that can lead to penalties.

– Not using analytics to measure and refine SEO strategies.

How can Law firms measure the success of their SEO efforts?

Success can be measured through various metrics such as increased organic traffic, improved rankings for targeted keywords, higher engagement rates on your website, and ultimately, an increase in customer inquiries and bookings. Tools like Google Analytics and Google Search Console can provide valuable insights into the performance of your SEO strategies.

Can Lawyers handle their own SEO, or should they hire a professional?

While Lawyers can handle some basic SEO tasks, hiring a professional can provide access to more advanced SEO strategies, tools, and continuous optimization. SEO experts can also keep up with the latest trends and algorithm updates, ensuring that your strategy remains effective over time.

John Doe

John Doe

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