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9 Local SEO Checklist For Lawyers

by Naveen Agarwal
SEO Checklist For Lawyers

You have your legal practice, a dedicated team, and a sound business strategy, but you need to step up your advertising. So, where do you begin? Given the prevalence of internet advertising, a local SEO checklist would be helpful.

When someone needs a lawyer these days, they go to the internet, usually from their mobile device. The yellow pages are essentially dead, print ads aren’t what they used to be, and DVRs are being utilized to skip through TV commercials. As a result, law companies’ ability to access clients and customers over the internet is critical.

Consumers’ demands and needs have prompted search engines to meet them. Google Maps results based on Google My Business (GMB) profiles are likely to appear when you search for a local business. But how do you ensure that your law business, not a competitor, ranks first in local search results?

Local search engine optimization is the best solution.

Nearby businesses are in demand more than ever before. Nearly half of Google searches are now local, such as “coffee near me” or “business lawyer in Washington.” Because so much of your advertising traffic will originate from online marketing, local SEO is critical for success. It’s how people discover your company’s name, phone number, and website in the first place.

Here’s the local seo checklist by the best legal marketing company in the USA you’ve been dreaming about to get you started to boost your local ranking and establish yourself as the area’s go-to firm.

1. Visible Naps (Name, Address, And Phone Number) On Your Website

Add your NAPs prominently, ideally across multiple pages. Suppose a potential local customer finds your website through the SERPs. In that case, they should be able to see your legal firm’s contact information right away.

Remember that using location-based local keywords such as “Las Vegas Employment Lawyer” or “Los Angeles Personal Injury Attorney” can assist crawlers in locating your business.

2. Make Use Of Quick-Win And Geo-Targeted Keywords

You must tell Google the following for it to properly index your page and show it in answer to local queries:

  • What is the name of your law firm?
  • What is the location of your firm?

The first goal can be satisfied by using quick-win keywords (those with a low level of competition, usually long-tail), while the second goal can be met by using geo-specific keywords.

Hint: Using keyword research tools like Ahfres or Uber Suggest, you may easily uncover quick-win keywords. Go to the ‘Keywords Explorer’ tab in Ahrefs, select the GEO you want to target, and fill in the required keywords.

3. Make The Most Out Of Google My Business (Gmb)

Perhaps the most reliable technique for your legal practice to develop a strong web presence is through this method. It ensures that your firm will appear in Google search results. It also aids in the visibility of your legal practice in organic searches. It is important to enhance your legal firm’s Google My Business listing. Failure to optimize your Google My Business page will substantially impact your site’s visibility, not only on Google Maps but also on Google Local Search.

Google’s proprietary technology has seen various changes throughout the years. The latest version is the most robust and feature-rich. Customizing, claiming, and maintaining your Google My Business page can significantly impact how potential clients see your organization. Google employs a precise set of criteria to calculate law firm rankings in their local area: Relevance, Distance, Prominence, Distance.

4. Get Yourself Enrolled In Local Directories

Why are local directories important, and how do they influence the effectiveness of your local SEO strategy?

Users first use them to compare firms and their services, as well as read unbiased customer reviews.

Second, enrolling in local directories allows you to increase your citation volume.

A citation is simply a mention of a person’s name, address, and phone number. Local directories are ideal places to get more citations and more mentions, such as Yelp.

Yelp, Yellow Pages, Angie’s List, Show Me Local, and people use many other popular platforms to find local services. Choose materials that are relevant to your niche and target location.

Tip: Law firms can develop Find Us web pages and link to local profiles to improve their citation gathering approach.

5. Appear In The Map Pack On Google

The search engine shows maps of nearby companies alongside organic search results when a customer searches for a local business. About one-third of all first-page search engine results include Google Maps Packs. Nonetheless, Google has a large selection of options available to it. Your company can appear in these results and gain more online visibility if your local SEO efforts are properly focused.

6. Client Feedback

Actual client reviews are one of the most powerful local signals that may be transmitted to search engines. Potential clients are more inclined to believe honest, credible, balanced evaluations that are well written and thorough than any other form of marketing.

As a result, Google is more inclined to consider legal firms with positive reviews as good local resources. The more of these reviews you have, the more Google will see your legal company favorably.

7. Citations, Citations & Citations

In the initial days of Google, the search engine’s ranking was heavily influenced by the number of inbound links a website received from other websites. Regrettably, this meant that the results might be easily tampered with. Many businesses charged exorbitant fees for low-quality inks that, at least in the short term, helped websites climb to the top of Google’s search results for important terms.

Such approaches, thankfully, are no longer effective. Google now uses valid links and high-quality citations to screen out low-quality connections. In the context of your legal firm, Citations are any instances of your firm being cited on a website other than your own. Including your NAP and logo on that website, as well as a link to your website, will significantly improve your Local SEO. The more solid citations you have, similar to client reviews, the better.

8. Ads That Are Specifically Targeted For Your Locality

If you’re spending money on ads, make sure they’re getting seen by the correct people. Locally focused ads are a cost-effective way to manage your advertising budget.

After all, advertising your law practice to people in other states is meaningless, so make sure you only market to those who might become clients down the road.

9. Social Media

You can utilize social media marketing to connect with a local group of individuals that share similar interests. Using social media to engage with people is a great way to connect. You can, for example, discuss local litigation, legal news in your state, and changes to your city’s rules.


Lawyer SEO can aid in developing local exposure, social proof, and lead creation for your company. In general, Local SEO is an excellent strategy to target local clients and increase local visibility, especially in areas where the audience is most likely to be customers.

There is a lot of territories to cover when it comes to local SEO. Because SEO mistakes are difficult to reverse, your company must take the time to execute the work thoroughly and correctly the first time.

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