I read about six articles today on local SEO trends and local SEO for law firms. Here’s the thing. In the world of SEO, there are a lot of moving parts. There are always going to be a lot of moving parts. What’s more, we live in an age where times change rapidly. The tools are changing rapidly. Algorithms are changing rapidly. Google updates its algorithm thousands of times every year. I’d be hard-pressed to find an Internet guru out there who would look at this article right here and not say, “Oh, and what about this . . . and this . . . and this . . .”

If you took an entire day to read some of the articles written by the knowledgeable Internet Sherpas I follow, who keep up with the relevant digital landscape that changes every few seconds – literally, there is an overwhelming number of tactics and strategies that law firms and other types of businesses need to apply, and you will discover something new in every article!

Nobody (almost nobody) can follow and keep up with all of this.

Reality dictates that most law firms have neither the time nor inclination to continually keep up with and implement ALL of these tasks in any practical way.

Several significant SEO firms, like WSI, for example, do this for law firms; however, many law firms aren’t prepared to commit the budgets necessary to make this happen on an ongoing basis.

This article today aims to distill the 10,000 responsibilities required to achieve meaningful local SEO results into four immediately actionable tasks that you can effectuate with a bit of elbow grease and/or utilizing a resourceful in-house staff member and/or by affordably outsourcing the mini-projects.

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Four Ways to Improve Local SEO for Law Firms

Forty-six percent of all Google searchers, in general, searched for local business information. Google tracks a business’s IP address, which includes the proximity of a law office, from the searcher and other factors when considering the Search Engine Results to show to the end-user.

FindLaw conducted a survey in 2019 that revealed how people found an attorney:

>62 percent of searchers used a search engine query.

>85 percent searched on a mobile phone or tablet.

Moreover, studies show that people who search on mobile phones are more likely to take the intended action.

In today’s digital-obsessed society, finding an attorney should be easy. The following four tactics offer proven ways to improve local SEO for law firms. In other words, these methods show you how to increase your potential clients’ likelihood of finding you.

Utilize Free Online Directory Tools Like Google Business Profile

One of the easiest and most powerful ways to improve local SEO for law firms is to claim, verify, and update your Google Business Profile (GBP) profile. The GBP profile appears at the top of the Google search results page and provides valuable information to prospective clients.

A GBP profile is easy to set up and maintain, but many law firms don’t take advantage of this free marketing tool or keep it current. Your basic GMB profile should, at the very least, include the following:

• your name and firm name*
• street address*
• phone number
• practice areas
• website URL, and
• email address.

*SEO Tip: Be consistent with your information every time you list it online. For example, if you use a middle initial or spell out Street instead of St., make sure to use the exact spelling every time to help the Google bots find and connect your information.

You can include business hours, client reviews, appointment scheduling links, and significant changes such as temporary business closings. GBP is connected to Google Maps so include a map showing your office location.

It would help if you also considered joining other platforms that further improve local SEO for law firms, such as:

• Apple Maps offers a review system for client opinions.
• Yelp has the strongest filters to help prevent fraudulent reviews.
• Foursquare is a social network where users can post reviews.

Optimize Your Website with Local SEO Keywords

Forty-six percent of Google users search locally using phrases like “find a lawyer near me.” Your search engine results will improve when you include local SEO copy on your website.

Feature local keywords and phrases on more than just one page on your website. Include local references within the practice area pages, throughout blog posts, in the Home and About Us descriptions, and as part of case results. When potential clients see you’ve helped a local person or business, they are more likely to trust you and hire you.

Place local keywords in page titles, headings, subheadings, and even your firm’s URL if possible (e.g., www.chicagocriminalattorney.com). Embed a Google map to help potential clients and Google bots find your firm and have your web guy add alt tags to website photos that mention your local area. No worries; they will know what that is.

Focus on Mobile Local Search Optimization

Since 85 percent of potential clients use a mobile device to search for a lawyer, you need to fulfill their mobile needs. To improve a searcher’s mobile experience, ensure your website is easy to use, loads quickly and is reader-friendly on a phone screen.

Your address should be easy to find. Your phone number should be clickable so the searcher can call you immediately to schedule a consultation by simply clicking the phone number to start the dialing process. It is estimated that 88 percent of people who find a business on their cell phone call right then or visit the location within 24 hours.

Siri voice searches use Apple Maps and Yelp to provide search results, including location information. A Google search will draw from Google Business Profile and Google Maps for its search results. Again, you can see why the free tools above are so important.

Improve Your Online Reputation with Client Reviews and Backlinks

If it does not violate your State Bar Association’s Rules of Professional Conduct/Marketing Rules, lawyers should encourage clients to leave reviews, especially on Google Business Profile, to improve search rankings. Yelp, Avvo, BBB, and Apple Maps are other great places to request client reviews. Also, include client testimonials on your website and mention the client’s city or county to boost local SEO and your community reputation.

Finally, establish backlinks from reputable local sources to improve your credibility. Through community involvement, you can ask trustworthy groups to link to your business in local listings, directories, websites, or published materials. Be sure your contact information is accurate to help boost your local SEO.

Local SEO for law firms is more important today than ever before. By implementing these recommendations, you can improve your law firm’s local presence, enhance online visibility, and attract more local clients with local SEO.

Want more local clients to find you? Turn to Legal Copywriting Central for your local SEO copywriting needs.

To learn more about the importance of local SEO, you can check out these additional sources:

https://www.lawyermarketing.com/blog/going-local-understanding-the-importance-of-local-search-optimization/

https://www.clio.com/blog/local-seo-guide-law-firms/