Law is a competitive industry, especially when it comes to SEO. But if you only focus on the big keywords to look for traffic, you could be wasting a lot of effort.
Location binds most searches for legal questions or services. You want to show up in the most relevant results, targeting local searchers.
Therefore, to rank higher in Google and for other top search engines, you should focus on local search engine optimization (SEO).
Google’s Local Pack has become more competitive, showing fewer results. Although local SEO and organic SEO are different strategies, you need to approach your organic SEO with a local mindset.
This article will show you how to optimize your law firm’s website and business listings to rank better for local SEO.
What Is Local SEO For Law Firms?
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Local SEO is a form of search engine optimization that targets local SERP features such as the Local Pack. These features appear at the top of the page, often alongside a map, when Google considers a search query to have location-based intent.
Organic search focuses on the results below ads and SERP features. But to aid in your local SEO efforts, it’s also essential to bring a local mindset to your organic results.
If someone is looking for a service in their local area or using local search terms like [best lawyer in New York], they are likely to see Local Pack results.
Screenshot of a Google search for [best lawyer in New York], August 2022
In the case of lawyers, they are also likely to see advertisements with “Google Screened” results for nearby providers.
Google Screening results are advertisements for service providers that have been through additional screening by Google. Verticals using this feature include childcare, finance, health and law. You’ll notice that Google Screened results focus on nearby businesses and display some of the features of the Local Pack, such as reviews and hours. They are also at the top of the page. If you want that coveted spot, you’ll need to get screened and develop a local advertising strategy.
Local SEO is essential for law firms because most law firms serve clients in a specific geographic area. Unless you serve clients nationally, you’ll probably only want leads from people in your county, city or state.
Additionally, it is less competitive to try to rank for local keywords than for broad keywords.
Maybe fewer people are looking for [Dallas criminal lawyer]. Still, fewer law firms will also be trying to graduate for that term compared to the [top criminal lawyer] period.
Key Components Of Local SEO For Law Firms
If you’re ready to invest in one of the most effective marketing methods for law firms, it’s time to get into local SEO.
Below, we’ve outlined the main components of local SEO for law firms and how to implement them for your website so you can start attracting more local clients.
Website Optimization
The first element of local SEO for law firms is website optimization, as you will need a fast, functional and SEO-friendly website to attract organic traffic.
If you already have a website, this means following on-page SEO and technical best practices to address any on-site issues.
This could include fixing broken links, optimizing your website’s load speed, using your target keywords through page titles and content, and setting up a user-friendly website structure.
If you are building a new website, make sure your web developer understands SEO and can design a website that is optimized for search engines and people.
If your website loads quickly, is easy to navigate, and can be indexed by search engines, you will have a better chance of ranking in the local search results.
Mobile Experience
51% of website visits in the US come from mobile devices. This means that people use smartphones and tablets to search for goods and services and then browse websites on the go.
As a website owner, you’ll want a mobile-friendly website so that potential clients can navigate your website even on a small screen.
To do this, you should create a mobile-friendly version of your website with clear text, fast-loading images, and clear call-to-action buttons.
Focusing on mobile experience is essential not only because mobile friendliness is an important ranking factor but also because it will keep visitors on your site for longer.
Content Creation
Your website content tells visitors what you do, how you can help them, and how they can contact you.
It also works to attract organic visitors when you use local keywords throughout the titles, meta descriptions, and body text of your web pages.
When conducting keyword research for your law firm content strategy, use keyword research tools such as Semrush, Google Search Console, or Soovle. They can help you find terms relevant to the area you serve and your services and inspire the content you should create.
For example, if you provide criminal law services in Los Angeles, you might want to target keywords like [criminal lawyer Los Angeles] or [criminal law attorneys in Los Angeles].
You can then use these terms on the “Criminal Law” service page or the home page of your website.
Beyond that, you can publish informative articles that attract potential clients.
With blog posts like “What New DUI Laws Mean for Los Angeles Residents” or “What should I do if I get arrested in Los Angeles?” you can work to attract potential clients to your company.
This is where a local SEO strategy shines in organic results. People looking for information are unlikely to want Local Package results so they can scroll to the articles. You still want to let them know that your answers are relevant to their location when they do.
Once you have found the keywords you want to target, you should write informative content that speaks to your client’s interests. Then, naturally, use your target and related keywords throughout the page to rank these terms in local search.
But remember not to overload your content with keywords. So much so that it detracts from the intent of your content.
Google Business Profile
How can I get my law firm to rank higher on Google Maps or local map apps?
Law firms often struggle to rank well on Google Maps because they don’t have a strong presence in their city’s area code.
Unfortunately, this means that fewer clients will see them, and they won’t appear in search results.
And you may already realize that Google’s Local Pack algorithm affects your local SEO rankings. The Local Packet algorithm provides users with high quality information from nearby locations. As a result, you may see fewer local listings appear in organic search results.
To gain visibility on search engine results pages (SERPs) and Google Maps, start by leveraging your Google Business Profile (GBP). GBP helps businesses connect with customers across all devices, whether you want to reach new audiences or improve conversions.
Starting a Google Business Profile is free, and there are several fields where you can include your business hours, services, address, phone number, website URL, and more.
Start by adding photos and details about your practice, then add information about your staff and services. Finally, let Google know where your office is.
Once complete, check back often to ensure your listing remains accurate. GBP is essentially an online directory and one-stop shop for potential customers, so it’s vital to keep it up to date.
GBP also allows you to accumulate reviews from past clients, boosting your law firm’s reputation and local rankings.
Reputation & Reviews
Positive reviews from clients can work wonders to increase your law firm’s authority, online reputation, and search engine rankings.
If potential clients are looking for a lawyer and see that your firm has the most positive reviews, they may be inclined to choose you over the competition.
You can ask clients to leave reviews on your Google Business Profile, Facebook, and other directory listings.
Having a string of positive reviews can set your law firm apart while showing Google that your law firm is legitimate.
When it comes to reviews and online reputation management, it’s essential to have a strategy to monitor and respond to online reviews promptly.
Online reviews matter to consumers and are a significant indicator of whether they will choose your business.
A recent study shows that 53% of consumers expect a business to respond to a negative review within seven days. But don’t leave out positive reviews. It is essential to respond to those as well.
If users see that your company responds to reviews, it can show that you provide good customer service and that your customer’s impression of your business is important to you.
Link Building & Citations
The final element of local SEO for law firms is link building, which involves attracting links from other websites back to your website.
Because a link from another website (“backlink”) is essentially a vote of confidence from that website that your law firm is reputable and a good source of information. So attracting a variety of high quality links can improve your local rankings.
The key here is to attract links from reputable industry related websites. One way to do this is by submitting your business information to directories.
Or you can submit guest posts to websites and land interviews in industry publications, creating high-value content that naturally attracts links.
Additionally, marketing your content, e-books, and PDFs to external blogs can be a beneficial strategy.
This is only the tip of the iceberg when it comes to link building, but it’s worth trying different strategies instead of buying cheap links.
Remember, focus on quality rather than quantity. The best links will help you boost your local rankings and generate more referral traffic.
Your Law Firm Needs Local SEO
If you haven’t already, now would be a great time to optimize your website and listings for local search. This will give potential clients a better idea of where you practice law and allow you to attract new clients from the community you serve.
Local SEO has become increasingly important for law firms looking to grow their practice.
Therefore, it only makes sense that companies should take advantage of the same tools used by other businesses to build their online presence and authority.
Optimizing your website presence will increase traffic from local searches and help your company rank higher on SERPs.
Featured Image: Paulo Bobita/Search Engine Journal
How do you start a successful law practice?
To maximize your firm’s growth potential, here are eight tips for putting your law firm on the right path for success.
- Plan a Strong Vision – And Stick to It! …
- Choose Your Leadership And Partners Wisely. …
- Invest In Company Culture. …
- You will be Client Driven. …
- Standardization of Common Systems and Procedures. …
- Invest In The Company As A Business.
Is it difficult to start a legal practice? Becoming a solo practitioner may not be easy, but for most it is worth it. In fact, 85% of sole practitioners consider their company to be successful and thriving. For these law firm owners, the benefits far outweigh the costs and some may even find the hard work and hustle required challenging and motivating.
Why is local SEO important for SEO?
Benefits of local SEO Improved online visibility: Local SEO activity, such as citation and link building, increases your online visibility. That makes your business easier to find by new customers. More in-store foot traffic: Increased local visibility brings more foot traffic to your brick and mortar location.
Why is local SEO important for small businesses? A successful local SEO campaign will help your business because: Local SEO increases your website’s positions in the search results and in the local pack. It receives the highest conversion rates of all local advertising channels. It increases your online visibility, especially to nearby customers.
Why local ranking is important?
Local SEO supports your website’s ability to rank within the local search territory. There is often a difference in the audiences between the two. Local SEO often affects searchers looking for a product or service in their immediate geographic area. Non-local SEO will affect searchers doing research.
What is local SEO and why is it so important?
Search engine optimization (SEO) is an online strategy that can result in your website being displayed at the top of search engine results pages. If you want to attract and engage with customers in your area, you will definitely need local SEO. This is where you optimize your website for local search results.
Why is local search important?
Local search can help weed searchers who are unlikely to contact your business. This is not because search engines are making a concerted effort to protect businesses from customers, but because they want to provide relevant local results based on proximity and intent.
What is local search ranking?
Local SERPs describe the results that appear for a local query based on where the customer is. Local SERPs usually include a local 3-pack on top and show the most relevant results on the map.
What is local SEO and why is it so important?
Search engine optimization (SEO) is an online strategy that can result in your website being displayed at the top of search engine results pages. If you want to attract and engage with customers in your area, you will definitely need local SEO. This is where you optimize your website for local search results.
What is important local SEO for a website?
Local SEO allows you to put important information about your website online, such as your business address and phone number. Additionally, you can highlight and promote the type of products or services you offer on your website using SEO techniques.
What is local SEO and what are the benefits of local SEO?
While SEO focuses on generating organic traffic to your website by increasing your search engine ranking, the job of local SEO is to optimize your pages to gain high rankings for local queries in specific areas.
How do law firm partners get clients?
Social media, email, advertising, sponsorships, and events are just a handful of marketing channels you could use to promote your law firm when you first start out. But, you don’t need to be on every marketing channel, just the ones that are important to your potential clients.
Do associates get their own clients? Associates are often rewarded for initiating new clients. Many companies consider business development when making partnership decisions, and some shops also provide initial affiliate bonuses for signing new clients to a company.
What does a partner do at a law firm?
What is a law firm partner? A law firm partner is a lawyer who retains partial ownership of the firm where they work. Partners in a law firm may have the same duties as many other types of lawyers, such as meeting with clients and arguing cases in court.
How long does it take to become partner in a law firm?
As a partner in an American law firm, you must stand out from your colleagues in terms of your expertise and ability to attract new corporate clients and enhance the firm’s reputation. In an American law firm, becoming a partner usually takes between 5 and 7 years.
Is it a big deal to make partner at a law firm?
All partners in Biglaw are not created equal. For many attorneys, becoming a partner in a well-respected law firm is a major milestone in their career. Many lawyers strive to become partners, as they want to be part of the management of a law firm rather than just salaried employees.
Who is the youngest senior partner law firm?
At the top of the list is Kirkland & Ellis M&A partner Brice Lipman in Austin. He made partner in 2021, just five years after he received his law degree from the University of Chicago Law School in 2016 (along with a joint MBA from the university’s Booth School of Business). Lipman declined comment.
Is it a big deal to make partner at a law firm?
All partners in Biglaw are not created equal. For many attorneys, becoming a partner in a well-respected law firm is a major milestone in their career. Many lawyers strive to become partners, as they want to be part of the management of a law firm rather than just salaried employees.
What happens when you make partner?
Being a partner means that you go from being an employee of the company (and receiving a salary) to becoming a part owner of the company and sharing in the profits (and liabilities) of the company.
How hard is it to make partner at a big law firm?
So how long *does* it take to make a partner? Almost 60 per cent said they worked 5-10 years before making partner, and 31 per cent said it took 11 to 15 years. And even when they do partner, the majority of those surveyed with ~64 percent said they were inequitable partners.
What percentage lawyers make partners?
“So, over time, about 30 percent have ended up making a partner for this group. But that doesn’t mean that 30 percent of associates are going to make partner in any given year.â Zamsky estimates that half of the associates hired by small firms eventually become partners. Their average salary could be $80,000 or $90,000.
How hard is it to make partner at Big 4?
Yes, it is difficult to become a partner in a Big Four firm. First of all, the Big Four accounting firms attract bright and ambitious people, and the competition for these jobs is fierce. Most people take ten to 15 years to become a partner in a Big Four, which includes working 50 to 70 hours a week as standard.
How many hours does a Big 4 partner work? The busy season is usually 70-80 hours per week, quarterly reviews are 45-50 hours per week and the majority of the rest of the year is 40-45 hours per week.
How much do first year partners make Big 4?
Audit and Tax Partner Compensation The average across all partners will land around $650k – $850k per year. Big Four Firms with PwC, KPMG, EY, and Deloitte Partner Salaries: Years 1-5: $300k to $500k.
How much do partners at Big 4 firms make?
Big 4 partners are paid $450,000 per year, on average. The Big Four are the four accounting firms best known for paying their staff high salaries (i.e., PricewaterhouseCoopers (PwC), KPMG, Ernst & Young (EY), and Deloitte).
How do Big 4 partners get paid?
How much does a first year partner make at Deloitte?
Deloitte Consulting Partner Salary. At Deloitte, the Partner’s annual base salary is $413,000. With $130,000 in additional bonuses and $30,000 in profit sharing, a Deloitte Partner can make up to $575,000 per year.
How much does a partner make at a Big 4 firm?
Big 4 partners are paid $450,000 per year, on average. The Big Four are the four accounting firms best known for paying their staff high salaries (i.e., PricewaterhouseCoopers (PwC), KPMG, Ernst & Young (EY), and Deloitte).
How much money does a PwC partner make?
How does the salary as a Partner at PwC compare to the basic salary range for this position? The average salary for a Partner is $134,740 per year in the US, which is 35% lower than PwC’s average salary of $208,346 per year for this position.
How much does partner at KPMG make?
How much does a Managing Partner make at KPMG in the US? The average annual salary of a KPMG Managing Partner in the United States is approximately $270,671, which is 235% higher than the national average.
How do Big 4 partners get paid?
Rather than a strict and absolute salary, partners get a share of the profits the company produces throughout the year. If the partner is a standard partner handling client accounts, the engagements they work on drive most of their profits.
How long does it take to make Big 4 partner?
Although it varies by firm, the track to partner usually takes at least 10-15 years in the Big Four, which are national and regional firms.
Which is better Google Docs or Microsoft Word?
One area that Word Docs has beaten is PDFs. You can open PDFs in Word on your desktop, edit them, and then save them as PDFs again; you can’t do this in Google Docs. Our winner: Google gives you more file format compatibility. But Word may be your go-to if you need to edit a PDF.
Is Google Docs as good as Microsoft Word? Characteristics. There is no doubt that Microsoft Word has many more features than Google Docs. So, if you’re looking to do some serious formatting and layout work, then Microsoft Word is the app for you. But, if you’re just doing basic word processing, then Google Docs might be all you need.
Do more people use Google Docs or Microsoft Word?
On the other hand, Microsoft Word doesn’t do bad either as the app also includes many features for collaboration. Microsoft Word is still much more popular than Google Docs, and the service has other tools that make it better than Google Docs for sure.
Do people use Microsoft or Google more?
Google grew its share of the productivity software market to 10.3% in 2020, according to research by Gartner, taking about 2% from Microsoft. However, Microsoft is still the clear leader, with 89.2%.
Which is more popular Microsoft Word or Google Docs?
Since Microsoft Word is the most popular word processing application, many people are familiar with it. This means that Microsoft Word is familiar to many users. This is an important consideration if you collaborate on a document with other people.
Does Google Docs replace Microsoft Office?
Microsoft Word may be the most well-known word processor, but Google’s cloud-based Docs consistently draws attention to the venerable Redmond software among budget-conscious internet users. Not only is it free, but Google Docs offers seamless sharing options and is accessible on any computer or mobile device with a web connection.
What is the difference between Microsoft Word and Google Docs?
The difference between Microsoft Word and Google Doc is that once a Word document is saved, you have to open it in the program itself to make edits. In Google Docs, you never have to save. You can access it anywhere, anytime, and on any device to make changes or view it.
What is the purpose of Google Docs or Microsoft Word?
Ease of use features make MS Word the most preferred processor for most people in educational fields. On the other hand, tech savvy users who enjoy working online and need access to their documents on multiple devices always prefer Google Docs.
Is Google Doc is different from Word?
Google Docs offers the option to download your Doc as a Microsoft Word document. Along with a few other file types like ODT, PDF, RTF, HTML, TXT, and EPUB. The difference is that Microsoft Word does not offer the same consistency as Google Docs.