Even though your law firm website has a global reach, most of your prospective clients come from your own locality. This is one reason why it makes sense to zero in on local SEO for lawyers. How can you harness the power of local SEO to drive more traffic and gather more clients? Read on to find out more about targeting your local audience as part of an effective marketing plan.
Top Local Ranking Factors
Although digital marketing can be overwhelming, focusing on local SEO has a narrower scope. In fact, Google uses a limited set of guidelines to determine local rankings for law firms, and they include: relevance, distance, and prominence.
Relevance
With Google, it is crucial that any user’s search intent is matched by the results. There are a variety of ways that attorneys can boost their listing to be as relevant as possible. The first smart step to take is to claim your law firm’s Google My Business (GMB) listing. When people start searching for an attorney, Google will offer them local options first. If your law firm is listed there, it will surface high in the search results. Examine your GMB listing and examine your law firm’s information for the following criteria:
- Consistent NAP. Verify that your law firm’s name, address, and phone number (NAP) show up accurately on your GMB listing, as well as on every place your NAP is visible online. Consistency tells Google that your website is reliable and trustworthy.
- Proper Category. Select the practice area category that is most relevant to your law firm. Instead of choosing “attorney”, choose something more specific, such as “family law attorney.” Make sure that you fully describe your practice area as well, within the practice area space of 1,000 characters possible. Include keyword phrases relevant to your law firm here, too.
- Complete Descriptions. You can include keywords and phrases in your GMB listing description. The present character limit is 750, so maximize the description space by filling it out thoroughly.
- Include visuals. Insert as many photos and images as possible, and be sure to one up the competition. Visitors love photos and video clips and it gives potential clients a compelling side of who you are. GMB profiles with more than fifty images tend to be more successful than profiles that do not.
Distance
Smart local SEO for lawyers also includes the distance factor. Google uses a distance metric to show the relationship between the searcher and law firm. Proximity is the top factor of local search. Because of this, be sure to include all the localities that your law firm serves. Inserting locally recognized keywords within your description can help SEO efforts as well.
Prominence
If you want to conquer local SEO for lawyers, your law firm must be prominent. To achieve prominence on Google, here are some practical steps to take:
- Publish articles on external sites and include links to your website. This builds a system of links that shows your law firm is connected to other reliable sites.
- Incorporate images. Including more images than your competition benefits your rankings.
- Use legal directories. For more links, reviews, and added citations, using legal directories can help boost local SEO for lawyers.
- Gain more positive reviews. Quantity, as well as quality, are important here.
Local SEO Tips for Lawyers
In addition to Google’s three top factors, there are some additional tips that can produce more localized business success.
Be Mobile-First
Google has morphed into mobile-first indexing, so do not allow your law firm website to be left behind. Your site should be optimized for mobile search since more consumers are using voice search and utilizing mobile devices. Reports say that close to 60% of Google searches happen on a mobile phone, so your website information should be fast-loading and mobile-friendly.
Add Schema
Schema markup is crucial when it comes to local SEO for lawyers. Schema markup can help attorneys integrate key information into search results. And, the more data you provide to consumers, the more likely they will find you.
Include an FAQ Section
Be sure to answer typical questions on your blog, website, and even on your GMB listing. You can post your own helpful questions (that’s not cheating) and insert SEO into all of it. Utilize the most commonplace questions you get from clients and individuals who contact your law firm.
Get More Links and Citations
Linking to other companies can help you establish a network of links as well. Think creatively when it comes to adding more backlinks, including local businesses, legal directories, regional non-profits, community publications, local clubs, news sources, and nearby government offices. Citations are online mentions of your law firm, and these are helpful when solidifying local SEO for lawyers. The more citations your law firm acquires, the higher your rank will climb in local searches.
Use Your Team
If you have a multi-lawyer law firm, your website should account for each attorney on a separate profile page. This page can include a high-quality stash of locally relevant information, including local business references, community involvement, client testimonials, media mentions, and local awards.
Keep Adding Reviews
Your reputation is one of the most valuable assets your law firm has, and potential clients will definitely be checking out your online reputation before they hire you. A large quantity of positive reviews is a valuable part of establishing a solid reputation and a trustworthy business. Asking every client to write a review should be a standard wrap-up routine of every case. Any negative reviews should get a brief, diplomatic online response.
Network With Locals
Fostering strong local relationships is highly important. This practice can establish a strong network, increase your exposure and draw in more leads. Consider the following ways to build a vibrant network with local businesses:
- Engage with local businesses on social media
- Speak at a local club or school
- Host a meet and greet
- Write an article for a local newspaper
- Connect with local business organizations
- Sponsor a local event
- Volunteer at a community festival
Digital Marketing Next Steps:
Because those who search for a lawyer often start local, your law firm should be focusing on local SEO for lawyers. Any efforts to zero in on locally relevant content will likely make you more visible to local prospects, and allow Google to connect you with appropriate local searches. The ideal kind of local content combines your specific, consistent practice details with references to your local area. Implementing more local SEO can make a big difference in the way your law firm shows up in search results, bringing more success to your business. Your digital marketing next steps for this week should include taking a close examination as to how your law firm shows up in local SEO searches and enhance any area you can using the above tips.
Annette Choti graduated from law school 20 years ago, and is now the CEO & Owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. Law Quill is the only legal digital marketing agency that provides unique, SEO-optimized content, pre-packaged content, and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com.
