4 Ways To Localize Your Law Firm SEO

Updated: Aug 20

A Guide On How To Quickly Localize Your Law Firm SEO

While traffic from anywhere is good for your website in general, you might also want to focus on your visibility to people who are more likely to become your clients. Here are a few quick and easy tips for implementing Local SEO into your strategy.


lawyer seo

What's Local SEO?

SEO is a strategy that aims to get your pages to rank on a chosen keyword's search results. Keywords like "Labor Lawyer" and "Criminal Defense Attorney" are broad terms that come up nationally or globally.

On the other hand, Local SEO is optimizing for results with keywords pertaining to a specific location. Keywords like "Los Angeles Labor Lawyer" and "California Defense Attorney" are examples of these.


Part of typical SEO strategies is targeting and competing for relevant keywords. To do this, you have to essentially tell Google which keywords you want to compete for by incorporating them into your content, titles, and site pages.

Local SEO works the same way. You're just targeting very specific location-based keywords instead of competing in broad (global and national) searches.

Why Is It Important For Law Firms?

Law firms tend to practice their profession in their locale. So if you're firm is based in a specific state, it's imperative that your Law Firm Marketing is aimed at locals. People who live or are working in your state are the ones most likely to seek your services.

While aiming for a broad online presence isn't bad, dismissing local SEO won't maximize your marketing strategy's potential.

Not to mention, searchers who are moderately knowledgeable about the law tend to include a firm or a lawyer's location in their searches. For example, they know that they can't hire a California Lawyer to help them with employment claims in Florida, so they might localize their search terms.


Google's algorithm is also advanced enough to predict what a user is searching for. So if a potential client uses the keyword with a "Near Me" affixed, Google will get their location and return with firms who successfully localized their SEO.

Here's How To Tell Google Where You Are

When you're building an online presence for Law Firm SEO purposes, you should always make it clear where your firm is based in.


digital marketing for law firms

It is not different than having a local storefront, where you have to be clear about where you're selling your products. Otherwise, your digital marketing strategies would be all for naught.

There are a few ways to tell Google (and other search engines) where you are:


1. Contact Information Page


The reason Google detects the content on your website is by sending bots to crawl them. The algorithm then reviews data taken from crawling a new page before it's ranked in the searches.

So if you have an Information Page, add your location. You can also do so on any other page that you can incorporate your location.

Do a local keyword research and decide which specific keywords you want to be found for. You can also incorporate your chosen keywords in content optimized for Local SEO.


2. Produce Location-Specific Content

While you continue to make global or general legal content, you should also consider localizing your content marketing strategies. While posting broad legal topics can serve a portion of your audience, locals have the proximity to you and your services.


One way to do this is to create a state or city-specific legal content, which directly targets locals in your area.


For Example:


If you want to create a post about Car-related Personal Injury Claims in Los Angeles, you can start your post or article with car accident statistics specific to your location.


You can also tweak the areas you want to localize for—which could be a state, city, or county. Don't forget to research competitive keywords for each locale.


3. Google My Business

Google My Business is a great platform that unlocks many Google-based Local SEO benefits. If you create an account, you get to tell Google where your exact office location is and other contact information like office number, emails, and operating hours.

Registered firms and businesses can show up as suggested places in the searches. This allows a user to browse through a list of Law Firms in the area, see reviews, and find important business information.

If you haven't registered or claimed your business on Google My Business, do so immediately.


attorney seo

4. Consistent Contact Information Everywhere Else


Your Name, Address, Phone (NAP) should be consistent across your entire online presence. This includes your social media, Google My Business, guest post author's bio, and website contact information.

Having a consistent location not only makes it easy for search engines to identify them—but it also makes it easy for searchers to find your information. For example, if you moved office buildings, changed emails, or changed phone numbers, update the information everywhere you've left them.

Let LawyerLeadMachine Help You With Law Firm SEO


Law Firm SEO can help you attract traffic that contributes to brand awareness and conversions. If you're new—or interested but unfortunately too busy—consider letting us handle your Law Firm's Digital Marketing moves.

To get you started, review your options here.

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