Local SEO for Lawyers

Local SEO For Lawyers

Local SEO (Search Engine Optimization) is a critical aspect of digital marketing for lawyers, enabling them to increase their visibility in local search results. It’s a strategy that focuses on optimizing a law firm’s online presence to attract more business from relevant local searches. This form of SEO is crucial for lawyers because many potential clients seek legal services within their geographical location. By improving their local SEO, lawyers can ensure that their services appear prominently when local prospective clients search for legal assistance in their area.

One of the most effective tools for enhancing local SEO is Google Business Profile (GBP), formerly Google My Business. This free tool offered by Google allows businesses to manage their online presence across Google, including Search and Maps. By verifying and editing their business information, lawyers can help clients find them more easily and tell them the story of their practice.

A well-optimized GBP can significantly enhance a law firm’s local search visibility, making it easier for potential clients to learn about their services, read reviews, and get in touch. GBP serves as a pivotal platform for showcasing the professionalism and credibility of a law firm, influencing the decision-making process of potential clients who rely heavily on Google searches to find legal services.

Setting Up Your Firm’s Google Business Profile

Creating a Google Business Profile is a foundational step in leveraging Local SEO for your law practice. To begin, you need to sign in to the Google account you want associated with your law firm and visit the Google Business Profile website. Once there, you can start the process by entering your law firm’s name. If it doesn’t appear in the drop-down menu, you must add your business by clicking “Add your business to Google.”

Here is a video that covers how to claim and verify your Google My Business Profile (now known as your Google Business Profile).


The next step is crucial: completing your profile information with precision and care. Your contact information should be accurate and consistent with what’s listed on your website and other online platforms. This includes your firm’s name, address, phone number, and website URL. Consistency in these details is vital for Local SEO as it helps Google correctly list your firm in local searches. Furthermore, choosing the primary category that best fits your legal practice, as well as secondary categories, will help improve your local pack exposure. Below is a quick video that takes you through those steps:


A comprehensive description of your legal services is essential. This should go beyond mere listings of practice areas. Instead, provide detailed information about what each service entails, highlighting your experience. This informs potential clients and helps Google understand the context of your services for more relevant search queries. You should also add “Product” pages that will feature the practice areas your firm focuses on right on your GBP.  This video covers how you can add these services to further optimize your Google Business Profile.

Adding your location and service areas is pivotal. If you have a physical office, ensure the address is correct and pin it accurately on the map. For lawyers who offer services in multiple areas or work remotely, listing the areas served helps in appearing in search results for those specific locations.

Finally, the power of visuals can’t be overstated. Upload high-quality images of your office, staff, and even local landmarks if relevant to your practice. These images make your profile more engaging and trustworthy to potential clients. They also help your listing stand out in the crowded field of local search results. High-resolution images reflect professionalism and give a face to your legal services, fostering trust and connection with prospective clients.

By following these steps and best practices, lawyers can effectively set up their Google Business Profile, laying a solid foundation for a successful local SEO strategy that attracts and engages potential clients in their locality.

For more tips on who to super-charge your firm’s Google Business Profile, watch the below video.


Optimizing Your GBP for Local SEO

Optimizing a Google Business Profile (GBP) is more than just filling out basic information; it’s about strategically enhancing your profile to improve your law firm’s local search visibility. This process begins with carefully selecting and incorporating keywords related to your practice areas. Keywords play a fundamental role in Local SEO, as they are the terms and phrases potential clients use when searching for legal services. To identify the right keywords, think like your clients.

What terms would they use when looking for the legal services you offer? Keyword phrases may include terms like “divorce lawyer in [City]” or “personal injury attorney near me.” Once these keywords are identified, they should be naturally integrated into various sections of your GBP, including the business description and posts. It’s essential to use these keywords judiciously; they should feel organic in the context of the text, ensuring that your profile remains professional and client-friendly.

Another crucial aspect of GBP optimization is selecting the appropriate business categories. These categories help Google understand what type of services you provide and match your profile with relevant searches. Law firms should select categories most closely aligning with their primary practice areas. For example, a firm solely practicing in family law might choose “Family Law Attorney” as a primary category, with additional categories like “Divorce Lawyer” or “Child Custody Lawyer” if applicable. Correct categorization ensures that your firm appears in the most relevant searches, increasing the likelihood of attracting potential clients who are in need of your specific legal experience.

Regularly updating your GBP with posts and updates is an effective way to keep your profile active and engaging. These posts can include content such as legal insights, firm news, or updates about your team or services. The goal is to provide valuable, relevant information that keeps potential clients informed and engaged with your profile.

Frequent updates also signal to Google that your business is active, which can positively impact your local search ranking. These posts should be an extension of your firm’s communication strategy, showcasing your experience and keeping your firm on the top of potential clients’ minds.

Law Firm GBP Posting

Finally, the way you list your services and products on your GBP can significantly impact your local SEO performance. Each service you offer should be clearly listed and described. This helps potential clients understand the full range of services your firm offers and contributes to Google’s understanding of your business, aiding in more accurate and relevant search result placements.

When describing your services, it’s essential to focus on clarity and specificity, using terms and phrases that resonate with your potential clients and reflect the keywords identified earlier.

By focusing on these critical elements – keywords, categories, regular posts, and detailed service listings – you can significantly enhance your law firm’s GBP, making it a powerful tool in your local SEO strategy. This improves your visibility in local search results and helps establish your firm as a credible and authoritative source for legal services in your area.

Collecting and Managing Reviews

In Local SEO for lawyers, the importance of reviews cannot be overstated. Reviews serve a dual purpose: they significantly influence a law firm’s local search rankings and play a pivotal role in building trust with potential clients. Google’s algorithms favor businesses with a higher quantity and quality of reviews, as they indicate a firm’s credibility and popularity. From a client’s perspective, reviews act as a testimonial to a lawyer’s competence, professionalism, and the quality of service provided. In a field where trust and reputation are paramount, positive reviews can be the deciding factor for a potential client choosing your law firm over competitors.

Encouraging clients to leave reviews is a critical strategy in this context. However, this requires a delicate approach, balancing persistence with professionalism. One effective method is to integrate the request for reviews into the closing process of a case. Following a successful case resolution, you can send a personalized email expressing gratitude for the opportunity to provide legal services and gently encourage them to share their experience on your Google Business Profile. This can be facilitated by providing a direct link to the review section of your profile. Additionally, follow-up calls or satisfaction surveys can include a review request. Making the process as easy and convenient as possible for clients is important. To get the review link to send to your clients, while logged into your Google account click the below arrow:

Getting your GBP Link

Click on “Ask for reviews” and you’ll get a pop-up that will allow you to copy your review link. When sending this link to your former, current and future clients, it will take them to the precise location where they would leave a review on your Google Business Profile.

GBP Review Link

It is equally important to respond promptly to reviews, regardless of whether they are positive or negative. Responding to positive reviews with a personalized thank you message contributes to building a long-term relationship with your clients and shows appreciation for their feedback. It also demonstrates to potential clients that you value client satisfaction and engagement.

Dealing with negative reviews is a more nuanced task. It’s crucial to approach them professionally and constructively. Always respond promptly and calmly to negative feedback, acknowledging any concerns raised and offering to resolve any issues offline. This shows the reviewer and potential clients that you are committed to addressing and resolving client dissatisfaction.

It’s also a chance to demonstrate your professionalism and commitment to client service. Importantly, never engage in any confrontational or defensive behavior in response to a negative review. Such interactions can significantly harm your firm’s reputation.

Actively collecting and thoughtfully managing reviews are integral parts of enhancing your law firm’s Local SEO and building trust with potential clients. Encouraging reviews and responding appropriately to them can improve search rankings and foster a positive online and offline reputation.

Leveraging GBP Features for Enhanced Visibility

Maximizing the potential of a Google Business Profile (GBP) involves more than just basic setup and maintenance; it’s about leveraging all the features GBP offers to enhance the visibility and attractiveness of your law firm.

One such feature is the Q&A section, where potential clients can ask questions directly on your GBP listing. This feature is a golden opportunity to engage with the public and showcase your experience. To utilize it effectively, regularly monitor and promptly respond to these questions.

Your responses should be informative and professional and reflect your firm’s ethos. It’s also an excellent strategy to seed this section with frequently asked questions about your legal services, providing detailed answers. This proactive approach not only aids individuals seeking immediate information but also enriches your profile with relevant content, enhancing its SEO value.

GBP Q&A

Creating Offers and Events is another powerful feature of GBP. For law firms, this could translate into hosting webinars, legal clinics, or offering initial consultation discounts. These offers and events should be prominently featured on your GBP, as they can attract prospective clients and encourage engagement. The key is ensuring that these offers are relevant and add value to your potential clients. This strategy brings attention to your law firm and portrays it as an active, client-centered practice.

The messaging feature in GBP is a direct line of communication between your firm and potential clients. It’s essential to use this feature wisely. Ensure that messaging is enabled on your profile and that responses are prompt and professional. This immediate form of communication can be particularly appealing to potential clients seeking quick legal advice or looking to schedule a consultation. It’s important to maintain a tone that’s both approachable and professional. Automated responses can be used to acknowledge received messages, but personalized follow-up is crucial for effective engagement.

Lastly, tracking insights and performance of your GBP is crucial for understanding its impact and optimizing your strategy. GBP provides valuable analytics that includes how customers are finding your listing (directly or through search terms), where they are coming from (Google Search or Maps), and what actions they’re taking (visiting your website, calling your office, or viewing photos).

Analyzing this data helps in understanding what’s working and what needs improvement. For instance, if a particular type of post draws more engagement or a specific service in your listing gets more views, you can tailor your content and focus accordingly. Regularly reviewing these insights can guide you in fine-tuning your GBP to better target and attract potential clients.

GBP Calls

By effectively utilizing these features – Q&A, Offers and Events, Messaging, and tracking insights – you can significantly enhance the visibility and appeal of your law firm’s Google Business Profile. This improves your local SEO and provides a more dynamic, engaging, and informative experience for potential clients searching for legal services.

Advanced Local SEO Strategies for Lawyers

Developing a robust local SEO strategy for law firms extends beyond optimizing a Google Business Profile (GBP). It involves a comprehensive approach that includes building local citations and backlinks, creating localized content, and engaging with the community and local businesses.

Building local citations and backlinks is a cornerstone of advanced local SEO. Citations are mentions of your law firm on other websites, especially those that include your firm’s name, address, and phone number. These citations boost local SEO by validating your business’s existence and location, thereby enhancing its legitimacy in the eyes of search engines like Google.

Law firms should focus on obtaining citations from high-authority legal directories and local business directories to maximize the impact. This can be achieved by listing the firm on platforms like Avvo, Justia, and local bar association directories. Beyond directories, getting featured in local news articles, legal blogs, and industry-specific publications can generate valuable backlinks, further strengthening your firm’s online authority and search engine ranking.

Local content creation is another pivotal aspect of enhancing local SEO. Your firm’s website should include content specifically tailored to the local audience you are targeting. This can involve creating blog posts, articles, and guides addressing legal issues in your area or discussing local laws and regulations.

For example, a family law firm in Los Angeles might create content about navigating divorce in California. Localized content helps in ranking for location-specific keywords and establishes your firm as a knowledgeable authority in the local legal landscape. Additionally, incorporating local landmarks, events, and news into your content can further localize your SEO efforts and resonate more deeply with your community.

Collaboration with local businesses and community engagement should be more utilized strategies in local SEO. Establishing partnerships with other local businesses, such as accounting firms, real estate agencies, or local chambers of commerce, can lead to cross-promotion opportunities and backlinks from their websites.

Participating in community events, hosting legal workshops, or engaging in local charities can increase your firm’s visibility within the community and result in positive mentions and backlinks from local media and organizations’ websites. This type of community involvement showcases your firm’s commitment to the local area, fostering trust and a solid local presence.

Advanced local SEO strategies for lawyers involve a multi-faceted approach. Building local citations and backlinks, creating localized content on your website, actively collaborating with local businesses, and engaging in community events are essential strategies. These efforts collectively enhance your firm’s local online presence, making it more visible and attractive to potential clients in your area. By implementing these advanced strategies, law firms can significantly improve their local search rankings, establish themselves as authoritative sources in their locale, and ultimately attract more clients.

Monitoring and Maintaining Your Local SEO Efforts

For law firms, the task of optimizing for Local SEO continues after the initial setup and optimization of their Google Business Profile (GBP). It requires ongoing monitoring and maintenance to ensure sustained visibility and relevance in local search results. This ongoing process involves regularly updating the GBP profile, tracking changes in local search rankings, and staying adaptable to new GBP features and evolving local SEO trends.

Regularly updating the GBP profile is essential. The legal field is dynamic, and your law firm might experience changes in services, personnel, operating hours, or contact information. Keeping your GBP profile updated with these changes is crucial for maintaining accuracy and reliability in the information presented to potential clients. Regular updates also signal to Google that your business is active, which can positively influence your local search rankings. Additionally, continually refreshing your profile with new posts, photos, and responses to reviews and questions keeps it engaging and relevant to users. This active engagement not only aids in maintaining a solid online presence but also contributes to building a positive reputation and relationship with clients.

Tracking changes in local search rankings is another critical aspect of maintaining your Local SEO efforts. Monitoring where your law firm ranks for various local search terms helps understand the effectiveness of your SEO strategies. Tools like Google Analytics and Google Search Console can provide insights into how users are finding your website, what keywords they are using, and how your site’s ranking changes over time.

By regularly reviewing this data, you can identify trends, understand what is working and what isn’t, and make informed decisions to refine your strategy. This might involve adjusting keywords, updating content, or even revising your GBP listing based on the evolving search landscape.

Adaptability to new GBP features and local SEO trends is vital in an ever-evolving digital world. Google frequently updates its algorithms and introduces new features to its business profiles. It is crucial to keep abreast of these changes and understand how they impact your visibility and client interaction. For example, Google may introduce new categories, attributes, or functionalities to GBP that could be relevant to your practice.

Adapting to these changes by incorporating them into your profile and strategy can provide a competitive edge. Additionally, keeping up with broader local SEO trends, such as the increasing importance of mobile optimization and voice search, ensures that your law firm’s online presence remains modern and accessible to the evolving ways potential clients search for legal services.

The effectiveness of a Local SEO strategy is not solely in its implementation but also in its ongoing maintenance and adaptability. Regularly updating your GBP profile, vigilantly tracking local search rankings, and staying adaptable to new features and trends are crucial for sustaining and enhancing your law firm’s online presence. These efforts ensure that your firm remains visible, relevant, and attractive to potential clients in your local area, thereby driving continued business growth. A tool like Bright Local gives you valuable insights into your local rankings, and your position in the local pack for your target keywords.

Local Law Firm Rankings

Case Studies and Success Stories

The impact of Google Business Profile (GBP) optimization and local SEO strategies in the legal field can be best understood through real-world case studies and success stories. For instance, consider a mid-sized law firm solely practicing in divorce law located in a competitive urban area.

Prior to optimizing their GBP, they struggled to appear in top local search results, overshadowed by larger firms. After a dedicated effort in optimizing its GBP, including refining its business category, incorporating relevant keywords, and actively managing reviews, the firm saw a notable increase in its local search visibility. This was reflected in a 40% increase in phone inquiries and a 25% increase in website traffic, directly attributable to their enhanced GBP presence.

Another example is a solo practitioner focusing on criminal law in a major metro area. They established a robust local online presence through consistent content updates, regular responses to queries on their GBP, and engagement with local community events on their profile. The lawyer’s active GBP maintenance significantly improved local rankings, with a noticeable increase in client appointments originating from GBP searches.

These examples illustrate how effective GBP optimization and local SEO strategies can profoundly impact a law firm’s visibility and client acquisition. Whether in competitive urban environments or smaller towns, lawyers who invest time and resources into GBP and local SEO witness tangible benefits, including increased inquiries and higher engagement with potential clients.

A Final Word About in Local SEO and Google Business Profile Optimization For Lawyers

The importance of Google Business Profile in Local SEO for lawyers cannot be overstated. In a digital age where online visibility is paramount, GBP optimization is critical for lawyers to enhance their local online presence, attract more clients, and build a reputable online image. However, the digital marketing landscape constantly evolves, and legal professionals must engage in ongoing learning and adaptation to stay ahead.

Lawyers and law firms should consider this not just as a one-time effort but as a continuous journey of improving their online strategies. Keeping abreast of new trends and algorithm changes and adjusting strategies accordingly is crucial for sustained success in local SEO.

Contact Forward Lawyer Marketing For Your Free GBP & Local SEO Analysis

For attorneys seeking professional assistance with Local SEO and Google Business Profile SEO, call Forward Lawyer Marketing. Our agency offers expert services in Local SEO and GBP SEO. Take the first step towards effectively optimizing your online presence and achieving greater visibility in your local market. Contact Forward Lawyer Marketing at (888) 590-9687 to receive your free consultation and website audit. This will be a pivotal step toward transforming your law firm’s digital marketing strategy and online success.

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