How to Do Local SEO for Lawyers – 5 Easy Proven Steps

Local SEO, or local search engine optimization, is a game-changer for law firms looking to attract potential clients without the high costs of paid advertising. By improving your visibility in local search results and the local map pack, your law firm can connect with people actively searching for legal services in your area.

With over 10 years of experience in SEO, I’ve already helped more than 100 local businesses rank in the top 3 results on Google—both in the map pack and organic local search results. The techniques in this guide are proven, with other law firms already ranking #1 in their areas using the same steps.

Why Local SEO Is a Must for Law Firms

Local SEO is no longer optional—it’s a necessity if you want your law firm to stand out in a competitive market. Here’s why:

• Massive Search Volume: 96% of people seeking legal advice start on Google. (National Law Review)
• High Conversion Rates: 87% of those who contact a lawyer go on to hire them, and 72% only contact one attorney. (Findlaw)
• Growing Local Searches: “Near me” searches on Google have increased by over 900% in just two years. (Google)

How Do Clients Search for Legal Services?

When people need a lawyer, they often turn to search engines. Common local search queries include:

• “Personal injury lawyer near me”
• “Divorce attorney in [City]”
• “Criminal defense attorney [Neighborhood]”

These searches demonstrate local intent, meaning users are looking for a nearby solution. Appearing in local search rankings ensures your firm is seen first, giving you a higher chance of turning prospective clients into paying ones.

So Should You Include “Near me” on All Your Pages?

No! Google “translates” a Near me search into the location of the user that is doing the search. So the search results for the query “Injury lawyer near me” for a potential client in NYC are different than the results for someone from San Francisco.

We’ll cover the keywords and tactics to rank for these later in the article. You can also check out our guide on How to Rank for Near Me Searches after that.

Why Is Local SEO Important for Law Firms?

1. Cost-Effective Marketing
   With local SEO, you avoid spending $50-$200 per click on Google Ads for common keywords like “injury lawyer NYC.” Instead, organic search results can drive consistent traffic for free.
2. Competitive Advantage
   The legal industry is highly competitive. Ranking at the top of local search results helps your firm stand out among competitor law firms.
3. High Conversion Rates
   According to the National Law Review, 87% of people searching for legal help contact only one attorney. If your firm is the first they find, you’re more likely to win their business.
4. Growing Local Searches
   • “Near me” searches have grown by over 900% in the last two years.
   • Nearly 50% of Google searches involve local intent.
   • Google Maps and the local pack now dominate search engine results pages, making local SEO efforts crucial.

What You’ll Learn in This Guide

In the rest of this guide, we’ll cover:

• How to optimize your Google Business Profile for better local search rankings.
• Turning your law firm’s website into a lead machine without needing external local SEO services.
• Building local landing pages to target relevant local keywords.
• Using keyword research to dominate local search rankings.
• Earning high-quality local backlinks from local directories and websites.

Optimizing Your Google Business Profile (GBP)

Your Google Business Profile (GBP) is one of the most important tools in doing local SEO for lawyers. It helps your law firm appear in the local pack, on Google Maps, and in local search results. If you don’t have a GBP set up yet, this guide can walk you through the process.

Key Optimizations for Your Google Business Profile

Ensure Accurate NAP Details

NAP stands for Name, Address, and Phone Number. These details must be consistent across all platforms, including your website and local directories. Add your business name exactly as it appears in your branding. Avoid abbreviations or variations.

Set Service Areas

Use GBP’s location settings to add all areas your law firm serves. This helps you appear in searches like “criminal defense attorney near me” even if your office isn’t in the searcher’s neighborhood.

First you want to go and edit your Google Business Profile:

Then go to the Service Area section and include all areas you serve.

Add High-Quality Photos

Include professional pictures of your team, office, and any awards or certifications. Avoid low-resolution images, as they can make your firm appear unprofessional.

Leverage Google Posts

Regularly post updates, promotions, or blogs. For example, share tips on choosing the right personal injury lawyer or highlight a recent case success.

Focus on Google Reviews

Encourage satisfied clients to leave positive reviews on your profile. These are crucial for both local rankings and building trust with potential clients.

Respond to all reviews—both positive and negative.

For negative reviews, stay professional. Take time to reflect before responding. Explain what went wrong and how you’re addressing the issue.

The Importance of Reviews

• Higher Rankings: Firms with more reviews tend to rank higher in the local pack.
• Trust Factor: Prospective clients are more likely to trust a firm with numerous detailed reviews.
  • Example: Where would you go—a restaurant with one 5-star review or one with 500 reviews averaging 4.8 stars? The same logic applies to law firms.

How to Actively Get More Reviews

• Send follow-up emails or texts to happy clients asking for feedback.
• Read our guide on How to get More Reviews for your law firm.

We have a more in depth guide on Google Business Profile Optimization you should also check out when you want to take it to the next level!

Pro Tip: Your Google Business Profile is the foundation of your local SEO success. Treat it as you would your office—keep it professional, updated, and client-friendly.

Next, we’ll discuss how to turn your website into a local SEO lead machine.

Your Website as a Local SEO Lead Machine

Your law firm’s website is central to attracting and converting potential clients through local SEO strategies. A few simple adjustments can optimize your site for both local search rankings and higher conversions, turning visitors into paying clients.

Key Features for Optimizing Your Website

Professional Design

• Your website should look clean, modern, and easy to navigate.
• Just like wearing a suit to court, your website should represent professionalism.

Clear Calls-to-Action (CTAs)

• Make it easy for visitors to take the next step, such as calling your office or booking a consultation.
• Good CTA examples:
  • “Call Now: +123456”
  • “Schedule Free Consultation Today”
• Bad CTA examples:
  • “Explore Our Services” (too vague)
  • “Contact Us” (doesn’t guide the user to a specific action)

Trust-Building Elements

• Include client reviews, testimonials, and certifications on your homepage and service pages.
• Embed positive reviews directly from your Google Business Profile near CTAs to increase credibility.
• Showcase awards or achievements, even if they are niche (e.g., “Top-Rated Divorce Lawyer in [Suburb]”).

Showcase Local Relevance

• Add real photos of your team, office, and community events to build trust with local searchers.
• Use a Google Maps widget to display your business location, making it easier for users to find you and boosting local intent signals to Google.

Basic Website SEO Principles

Headings (H1, H2, H3)

• H1: The most important heading, used once per page. It should include a main local keyword, like “Top Personal Injury Lawyer in [City].”
• H2: Subheadings for sections, such as “Our Practice Areas” or “Client Testimonials.”
• H3: Detailed subheadings, like “Family Law” within an “Our Services” section.

Meta Titles and Descriptions

• Include relevant local keywords in your meta titles and descriptions.
• Example of a strong meta title: “Experienced Criminal Defense Attorney in [City]—Call Today.”
• Avoid generic titles like “Welcome to Our Website.”

Trust Signals That Convert Visitors

• Client Reviews Section: Dedicate a section to highlight feedback from past clients.
• Case Studies: Share anonymized success stories to demonstrate your expertise.
• Certifications and Badges: Display affiliations with legal organizations, such as the state bar association or local legal groups.

Pro Tip: Place positive reviews next to your primary CTA, such as a ‘Call Now’ button, to boost trust and drive conversions.

Example Law Firm Landing Page

Building Location and Service-Specific Pages

Creating location-specific and service-specific pages is one of the most effective local SEO strategies for law firms. These pages help your firm appear in local search results when users search for terms like “Divorce lawyer near me” or “Criminal defense attorney in [City].”

Why Dedicated Pages Matter

1. Target Local Searches
   • Google relies on pages tailored to specific local keywords to show relevant results for local searchers.
   • Example: A user in Downtown Houston searching for “Divorce lawyer near me” is more likely to find your firm if you have a page titled “Divorce Lawyer in Downtown Houston.”
2. Boost Your Local Rankings
   • Dedicated pages increase your relevance for both local intent searches and specific legal services.
   • Highlighting neighborhoods, cities, or even suburbs shows Google your firm is deeply connected to the local community.
3. Capture Niche Search Queries
   • Example: “Personal injury lawyer in [Suburb].” By creating pages for multiple areas, you cover a wide range of local search rankings and attract more prospective clients.

How to Structure These Pages

1. Include Local Keywords
   • Use specific phrases like “Family Law Attorney in [Neighborhood]” in the title, headings, and meta description.
2. Highlight Your Services
   • Provide details on what you offer, such as divorce, personal injury, or criminal defense.
   • Mention how your services address common issues in that area (e.g., “We understand the unique needs of clients in [City] dealing with family disputes.”).
3. Use Local Reviews and Case Studies
   • Showcase client reviews from past cases in the same area. If reviews are too general, ask clients for permission to highlight specifics (e.g., “[Law Firm Name] helped me win my case in [City].”).
4. Add Visual Elements
   • Embed a Google Maps widget showing your office location or the area served. (Check out our article on how to embed a Google Map on your website)
   • Use real images of your team or office.
5. Implement Schema Markup
   • Schema is a technical SEO tool that tells search engines more about your firm’s location, services, and reviews. Learn more about local business schema here.
   • An example schema markup for a law firm in Boston could look like this:

{
  "@context": "https://schema.org",
  "@type": "LegalService",
  "name": "Smith & Associates",
  "url": "https://example.com",
  "telephone": "(617) 555-0123",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "100 State Street, Suite 1500",
    "addressLocality": "Boston",
    "addressRegion": "MA",
    "postalCode": "02109",
    "addressCountry": "US"
  }
}

The ROI of Location-Specific Pages

• Firms that create local landing pages often rank in the top 5 for hundreds of keywords, driving consistent traffic without paying for ads.
• The top average CPC for “injury lawyer NYC” is $197. A location page ranking organically saves you thousands in advertising costs.

Pro Tip: Start by identifying the most important services and locations for your firm. You don’t need a new design for each page—just customize the content to reflect the area or service. If you’re on WordPress, read our article on How to Bulk Create Pages in WordPress to learn how to easily create all the location and service pages for free in just minutes.

If you are a law firm with multiple locations you might want to check out our article on How to Do Local SEO for Multiple Locations.

Local Keyword Research for Lawyers

Finding the right local keywords is critical for boosting your local SEO rankings and making sure your law firm appears in local search results. The good news? Keyword research for law firms is straightforward and uncovers valuable opportunities to target local searchers effectively.

Why Keyword Research Matters

1. Understand What People Are Searching For
   Potential clients often search for specific needs, like “Personal injury lawyer in [City]” or “Divorce attorney near me.” If your website isn’t optimized for these terms, those clients could choose a competitor instead.
   • Remember: “Near me” is not a term you should include on your website. Google automatically “translates” a “Near me” search into the location of the user that is doing the search
2. Target High-Value Queries
   Focus on terms with local intent, like “Top divorce attorney [City]” or “Affordable criminal defense lawyer near me,” which attract people ready to hire a lawyer.
3. Expand Into Problem-Specific Keywords
   Many legal clients search for solutions to problems they’re facing. Instead of targeting only broad terms like “immigration lawyer [City],” create content for detailed searches like:
   • “H1B visa denial appeal process.”
   • “Marriage visa requirements in [State].”
   • “Child custody modification lawyer [City].”

Covering these topics shows you understand your clients’ challenges and positions your firm as the solution.

How to Identify Local Keywords

Google Autocomplete

Start typing “Lawyer in [City]” or “[City] legal services” into Google. The autocomplete suggestions are based on real searches, providing valuable insights into what people are looking for.

Examples:

• “Personal injury attorney [City]”
• “H1B visa lawyer [City]”
• “Affordable divorce lawyer near me.”

Google Keyword Planner

This free tool from Google provides search volume and competition data for various terms. You will need a Google Ads account for this. Then go to Tools > Planning > Keyword Planner.

Here you can then enter your area you serve and type in some broad keywords like your main services.

And after typing in some keywords you will get a list of keyword ideas which you can scroll through and filter as you like.

• Focus on queries with clear local intent, like “Immigration attorney in [City].”
• Use filters to find related searches tied to specific legal services or problems.

Learn more about this in our article How to Do Basic Keyword Research.

Ahrefs or SEMrush

Advanced tools offer deep insights into keyword competition, search volume, and long-tail opportunities.

• Use these tools to uncover terms like:
  • “Top-rated law firms near [Neighborhood].”
  • “H1B visa denial appeal process in [City].”
  • “Multilingual divorce lawyer [City].”

Multilingual Keywords

If you serve clients from diverse backgrounds, target keywords in their native languages. For example:

• Spanish-language queries for immigration lawyers:
  • “Proceso de apelación de visa H1B [City].”
  • “Abogado de divorcio asequible en [City].”

Pro Tip: Expand your keyword strategy by focusing on legal challenges your clients might search for. Covering topics like ‘H1B visa denial appeal process’ or creating content in Spanish can help you stand out and connect with a wider audience.”

Examples of High-Value Keywords for Lawyers

• “H1B visa denial appeal process [City].”
• “Best divorce attorney in [City].”
• “Affordable family law firm near me.”
• “Multilingual immigration lawyer [City].”
• “Child custody modification lawyer [City].”

Tips for Using Local Keywords

1. Include Keywords in Key Locations
   Naturally integrate keywords into:
   • Titles and meta descriptions.Headings and subheadings.The first 100 words of your content.
   Example: “Expert Personal Injury Lawyer in [City]—Get Help Now!”
2. Optimize Location and Service Pages
   Create dedicated pages for each service and area you serve, targeting local search queries like “Divorce lawyer in [Neighborhood].” (So if you offer four services in three areas you would want to have 12 pages to target these)
3. Avoid Keyword Stuffing
   Overloading your pages with keywords can hurt rankings. Instead, use natural language to provide useful, well-written content.
4. Write Problem-Specific Content
   Address common legal challenges that your target clients face. Examples:
   • “Steps to appeal an H1B visa denial.”
   • “How to modify child custody agreements in [State].”
   • Multilingual guides for clients who speak Spanish, Mandarin, or other languages common in your area.

Pro Tip: Simply listing your legal services alongside the areas you serve is a great way to start. For example, ‘Divorce attorney serving [City], [Suburb], and [Neighborhood].’

Earning Local Backlinks and Citations

Building local backlinks and managing local citations are critical steps in improving your local SEO rankings. Backlinks act as endorsements from other websites, signaling to search engines that your law firm is trustworthy and relevant. Local citations—mentions of your firm’s business name, address, and phone number (NAP)—reinforce your presence in your community and improve your local search rankings.

What Are Backlinks, and Why Do They Matter?

A backlink is a link from one website to another. Think of it as a referral: when reputable websites link to your law firm’s website, they tell Google that your site provides valuable information.

Key Benefits of Backlinks:

• Higher Rankings: Backlinks are one of Google’s top local search ranking factors.
• Increased Traffic: Links from local directories or news outlets can also drive potential clients directly to your site.
• Enhanced Authority: A link from a credible source, like a legal directory or local media coverage, boosts your firm’s credibility.

Earning Local Backlinks

1. Partner with Local Directories
   • Submit your firm’s details to reputable online directories like the Chamber of Commerce, Yelp, or legal-specific platforms like Avvo and FindLaw.
   • Ensure your NAP information is consistent across all listings.
2. Collaborate with Local Media
   • Offer to write articles or provide expert quotes on legal topics for local newspapers or community blogs.
   • Example: Write an article on “Understanding Property Rights in [City]” or provide insights into a high-profile case.
3. Sponsor Local Events
   • Support charity runs, legal aid workshops, or school events in your area. Request a backlink from the event’s website to your homepage or a specific service page.
4. Write Guest Blogs
   • Contribute content to other local websites, like business blogs or industry-specific publications. Make sure your byline includes a link to your law firm’s website.

Managing Local Citations

A local citation is any mention of your firm’s NAP information online. These mentions don’t always need to include a backlink, but they still help improve your local search rankings.

Best Practices for Local Citations:

• Claim Listings: Ensure your firm is listed on major platforms like Google Business Profile, Yelp, and Yellow Pages.
• NAP Consistency: Double-check that your NAP details are identical across all citations. Even small inconsistencies can confuse search engines.
• Update Regularly: If you change your address or phone number, update all listings immediately.

Why Local Backlinks and Citations Are Worth the Effort

• Local backlinks show Google that your firm is part of the local community, improving your visibility in the local map pack and organic search results.
• Accurate local business listings make it easier for local searchers to find your law firm when they need help.

Pro Tip: When contributing to local media or directories, ask for links to specific pages, like ‘Personal Injury Lawyer in [City]’ or ‘Divorce Attorney in [Neighborhood].’ This improves the value of the backlink for your SEO.

Monitoring and Improving Your Local SEO Efforts

After setting up your local SEO campaign, monitoring your performance is essential to ensure your strategies are working. Regularly analyzing your local rankings, traffic, and client interactions allows you to adjust your approach and maximize results.

Tools to Track Local SEO Performance

1. Google Analytics
   • Tracks website traffic, showing how many visitors come from local search results.
   • Check which pages drive the most engagement and whether visitors take desired actions, like booking a consultation.
2. Google Search Console
   • Provides insights into your local search rankings and the keywords driving traffic to your site.
   • Look for queries with local intent, like “Divorce lawyer near me”, and create or optimize pages for those terms.
3. Google Business Profile Insights
   • View how often your Google Business Profile appears in searches and how users interact with it (e.g., clicks to call, direction requests).
4. BrightLocal
   • A paid tool that tracks local rankings, analyzes reviews, and helps manage citations.

How to Analyze and Improve Your SEO Strategy

1. Check for New Local Search Queries
   • Use Google Search Console to find new keywords that users are searching for.
   • Example: If “Personal injury attorney in [Neighborhood]” appears as a query, but you don’t have a page for it, create one.
2. Evaluate GBP Performance
   • Are users interacting with your profile? If not, consider adding more photos, regular posts, or updating service areas.
3. Review Website Analytics
   • Track bounce rates and conversion rates on key pages. High bounce rates might indicate the content isn’t engaging or relevant to users.
4. Adjust Based on Trends
   • If a particular service becomes more popular, optimize your website and local landing pages for those queries.

Tips for Ongoing Success

• Set a Review Schedule: Regularly audit your GBP and website for outdated information or opportunities for improvement.
• Add New Content: Create blog posts or service pages targeting emerging legal topics or local search trends.
• Experiment: Test different CTAs, headlines, or images on your website to improve conversion rates.

Pro Tip: Make it a habit to check your Google Business Profile insights monthly. Look at the search terms driving interactions and adjust your local SEO strategies to match.

Conclusion: How to Do Local SEO for Law Firms

Building a strong local SEO campaign for your law firm is one of the most effective ways to attract potential clients while saving on expensive paid advertising. By following the steps outlined in this guide, you’ll improve your local search rankings, drive more traffic, and ultimately secure more clients without breaking the bank.

Key Steps for Local SEO Success

1. Optimize Your Google Business Profile (GBP):
   • Complete your NAP details.
   • Add service areas, high-quality photos, and regular posts.
   • Gather and respond to positive reviews to boost both rankings and trust.
2. Turn Your Website Into a Lead Machine:
   • Ensure a professional design with clear CTAs.
   • Embed Google reviews and add trust-building elements.
   • Use targeted local keywords in your headings, meta tags, and content.
3. Build Location and Service-Specific Pages:
   • Create unique pages for each area and legal service you offer.
   • Incorporate local search queries and client reviews to enhance relevance and trust.
4. Conduct Keyword Research:
   • Use tools like Google Keyword Planner and Ahrefs to find high-value local keywords.
   • Focus on phrases with clear local intent, like “Family lawyer in [City].”
5. Earn Local Backlinks and Citations:
   • Partner with local directories and media outlets.
   • Ensure your business information is consistent across all platforms.
6. Monitor and Adjust Your Efforts:
   • Use tools like Google Analytics and BrightLocal to track your performance.
   • Regularly refine your strategies based on trends and data insights.

Prioritize Your Actions

If you’re unsure where to start, here’s a quick prioritization list:

• Don’t have a GBP profile? Create one immediately.
• Have a GBP but few reviews? Focus on getting more Google reviews.
• Good GBP but unoptimized website? Update headings, CTAs, and embed your reviews.
• Optimized website but limited pages? Build local landing pages for each service and location.
• Have everything in place? Start earning backlinks and monitoring results.

Small, consistent efforts in local SEO will lead to long-term gains. Once your foundation is in place, your firm will benefit from ongoing traffic and organic search results without additional costs.