How Law Firms Use Local SEO To Retain More Clients

January 30 , 2024 | BY Matthew Stark

local SEO

Law firms are always looking for ways to attract and retain more clients. One of the most effective ways to do this is through local search engine optimization (SEO). Local SEO is a type of SEO that targets local searchers and helps businesses rank higher in search engine results pages (SERPs) for location-based queries. In this blog post, we will discuss how law firms can use local SEO to retain more clients.

What is Local SEO?

Local SEO is a type of SEO that focuses on optimizing a website for local search queries. It involves optimizing a website’s content, metadata, and other elements to rank higher in SERPs for location-based queries. Local SEO is especially important for businesses that have a physical location and serve customers in a specific geographic area.

The reason local SEO is so important for most law firms and small single attorney practices is that the majority of firms tend to focus their practices in specific geographical regions or cities. There are numerous pieces to local SEO which we will go over below including optimizing Google Business Profiles.

Why is Local SEO Important for Law Firms?

Geo Targeting PagesLocal SEO is essential for law firms because most law firms serve clients in a specific geographic area. Unless you service clients nationally, you’ll likely only want leads from people within your county, city, or state. Additionally, it’s less competitive to try and rank for localized keywords than for broad keywords. Fewer people may be searching for a “criminal lawyer in Dallas”. Still, there will also be fewer law firms trying to rank for that term compared to the “best criminal lawyer” period.

Writing geo-specific content is crucial to improving local rankings for law firms. As far as Google is concerned each page stands on its own and trying to rank a page for multiple cities is just as difficult as trying to rank a page for multiple practice areas. For example, if you want to rank a page for “Chicago divorce lawyer” then that page needs to not only be authoritative for the divorce keywords but also Chicago.

How to Implement Local SEO for Law Firms

Optimize Your Website for Local Search Queries

The first step in implementing local SEO for law firms is to optimize your website for local search queries. This involves optimizing your website’s content, metadata, and other elements to rank higher in SERPs for location-based queries. Here are some tips for optimizing your website for local search queries:

  • Include your city and state in your website’s title tags, meta descriptions, and header tags.
  • Create location-specific landing pages for each of your office locations or nearby locales you want to rank for.
  • Include your business’s name, address, and phone number (NAP) on your website’s homepage and contact page.
  • Use schema markup to help search engines understand your website’s content and structure.

Claim and Optimize Your Google Business Profile Listing

Your Google Business Profile is a free tool that allows businesses to manage their online presence across Google, including search and maps. Claiming and optimizing your GBP listing is essential for local SEO. Here are some tips for optimizing your GBP listing:

  • Claim your GBP listing and verify your business’s information is correct.
  • Optimize your GBP listing by adding photos, videos, and descriptions of your business.
  • Encourage customers to leave reviews on your GBP listing.
  • Respond to customer reviews promptly and professionally.
  • Post new content on your GBP on a regular basis.

Build Local Citations and Backlinks

Citations and backlinks are essential for local SEO. Citations are mentions of your business’s name, address, and phone number (NAP) on other websites, while backlinks are links from other websites to your website. Here are some tips for building local citations and backlinks:

  • List your business in local directories, such as Yelp, Yellow Pages, and Superpages.
  • Get listed in legal directories, such as Avvo, FindLaw, and Justia.
  • Reach out to local bloggers and journalists to request backlinks to your website.
  • Sponsor local events and charities to get backlinks from their websites.

Create Local Content

Creating local content is another effective way to improve your law firm’s local SEO. Local content is content that is relevant to your local area and provides value to your target audience. Here are some tips for creating local content:

  • Write blog posts about local legal issues and news.
  • Create videos that showcase your law firm’s expertise and services.
  • Host webinars and events that are relevant to your local area.
  • Create infographics that provide valuable information about your local area.
  • Participate in sponsoring local Little League sports teams.
  • Offer scholarships to local students.

Contact The Law Firm Local SEO Experts At Forward Lawyer Marketing

Local SEO is an effective way for law firms to attract and retain more clients. By optimizing your law firm’s website for local search queries, claiming and optimizing your Google My Business listing, building local citations and backlinks, and creating local content, you can improve your firm’s local SEO and attract more clients in your area. Remember, local SEO is an ongoing process, so be sure to monitor your results and adjust your strategy as needed on a regular basis.

Local SEO is an outstanding way to enhance your law firm’s online presence and garner more qualified legal prospects in your community. Following the best local SEO practices mentioned above will optimize your website to stand out from other attorneys in your area.

If you want more leads for your law firm but lack the time to do your own marketing, let the law firm marketing experts at Forward Lawyer Marketing handle your local SEO and other advertising needs. Call us today at (888) 590-9687 for a complimentary marketing consultation.