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SEO for Law Firms: Get More Local Clients

Establish your law firm’s local presence, improve online visibility, and attract more local clients with local SEO.

Search engine optimisation (SEO) is one of the leading marketing strategies for law firms because prospective clients will routinely use search engines like Google to find solicitors in their area. A simple search for “best family lawyer” near me is likely to bring up a slew of law firms – both in the regular organic results and in Google Maps.

That means there are multiple law firms each competing for those coveted top spots in order to attract the most clients. If you aren’t outranking other law firms in local search, you’re likely missing out on traffic and clients.

As a law firm, you’ll want to rise to the top, so you get noticed ahead of your competitors. To do this, you’ll need to implement a local SEO strategy that attracts clients from your local area.

What Is Local SEO for Law Firms?

Local SEO is a type of search engine optimisation that involves optimising your website for local searches within a specific area. That means if someone is looking for a service in their local area and/or are using localized search terms (like “ lawyer in Shropshire ”), you can attempt to rank for those searches.

Local SEO is important for law firms because the majority of law firms serve clients in a specific geographic area. So, unless you serve clients on a national level, it’s likely that you’ll only want leads from people who are actually within your county or city.

Furthermore, it’s much less competitive to try and rank for localised keywords than for broad keywords.

There may be fewer people searching for these locations but there will also be fewer law firms trying to rank for that term compared to generic terms.

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, then it’s time to dip your toes into local SEO.

Below, we’ve outlined the main components of local SEO for law firms and how they can be implemented for your site so you can start attracting more local clients.

Optimise your Website

The first component of local SEO for law firms is to optimise your website, as you’ll need a website that’s fast, functional, and SEO-friendly in order to attract organic traffic.

If you have a website already, this means following on-page and technical SEO best practices in order to address any on-site issues. This might include fixing broken links, optimising your website’s load speed, using your target keywords through your page titles and site content, and laying out a user-friendly site structure.

If you are building a new site, make sure your web developer understands SEO and can design a site that’s optimised for search engines and for people. If your website loads quickly, is easy to navigate and can be indexed by search engines, you’ll have a better chance of ranking in the local search results.

Client Experience on Mobile

It’s estimated that about 60% of Google’s visits come from mobile devices. This means people are using smartphones and tablets to search for goods and services, and are then browsing websites on the go.

As a website owner, you’ll want your site to be mobile-friendly so prospective clients can easily navigate your site 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 straightforward call-to-action buttons.

Focusing on mobile experience is important not only because mobile-friendliness is an important ranking factor, but also because it will keep visitors on your website for longer.

Content Creation

The content on your website is what tells visitors what it is that you do, how you can help them, and how they can get in contact with you. It also works to attract organic visitors when you use localised keywords throughout your web pages.

Conducting keyword research for your law firms content strategy and using keyword research tools to find terms that are relevant to 1) the area you serve and 2) the services you provide is crucial to ranking for your local area.

For example, if you provide criminal law services in London, you might want to target keywords like “London criminal lawyer” or “Criminal law attorneys in London.” You can then use these terms on a “Criminal Law” service page or on the homepage of your site.

Beyond that, you can publish informative articles that attract prospective clients.

Blog posts like “What the New DUI Laws Mean for London Residents” or “What Do I Do if I Get Arrested in London?” can work to attract prospective clients in your local area.

Once you have found the keywords you want to target, you should write informative content that speaks to your clients’ interests. Use your target and related keywords throughout the page, naturally, in order to rank for these terms in local search.

Google My Business

Google My Business is essentially a free online directory that allows you to submit your business information to rank in Google Maps.

Getting started with Google My Business is free and there are multiple fields where you can include your business hours, services, address, phone number, website URL, photos of your business, and more. By completely filling out your Google My Business listing, you can potentially outrank your competitors in Google Maps.

For an example of what this looks like, do a search for one of your local keywords and see the listings that pop up in the organic search results.

EPR Marketing Listing on Google My Business | SEO Telford | Digital Marketing Shropshire |West Midlands Marketing
EPR Marketing Listing on Google My Business

Google My Business also allows you to accumulate reviews from past clients, which can also boost your law firm’s reputation and local rankings.

Strong Reputation & Positive Reviews

Positive client reviews can also work wonders when it comes to increasing your law firm’s authority, online reputation, and search engine rankings.

Consider that if a prospective client does a search for a lawyer and sees 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 My Business listing, on Facebook, and on other directory listings.

Having a slew of positive reviews can really set your law firm apart while indicating to Google that your law firm is legit. When a crisis hits, a positive reputation can be the key factor in a successful, graceful exit from the ring of fire.

Link Building & Citations

The last component of local SEO for law firms is link building – which involves attracting links from other sites back to your website.

Since a link from another site (a “backlink”) is essentially a vote of confidence from that site that your law firm is reputable and a good source of information, attracting a variety of high-quality links can improve your local rankings.

The key here is to attract links from reputable, industry-related sites.

One way to do this is by submitting your business information to directories. Other ways include submitting guest posts to websites, landing interviews in industry publications, creating high-value content that attracts links naturally, and marketing your content/ebooks/PDFs to outside blogs.

Now, this is just the tip of the iceberg when it comes to link building, but it’s worth trying out a variety of strategies instead of buying cheap links.

Focus on quality over quality. The best links will help you boost your local rankings and even generate more referral traffic. Whereas, too many poor links can mark your website as “spammy” and make it difficult for you to rank highly.

Your Law Firm Needs Local SEO

Unless your law firm has a robust paid advertising strategy, you can’t afford to not invest in local SEO. Local SEO is simply one of the best marketing strategies for law firms because the majority of prospective clients are searching for lawyers in their local area.

If you aren’t outranking other law firms in local search, you’re likely missing out on traffic and clients. Incorporate the above components into your SEO strategy or outsource your SEO requirements to help you put your site on the map – literally.

In doing so, you can attract more local clients, improve your online reputation, and establish your firm as a powerhouse in your niche.

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