Local SEO for Lawyers: Local Search Domination

Google's Top Three Local Search Ranking Factors

Google continually updates its local search ranking algorithm to ensure users receive the most relevant results. Industry experts highlight three key factors Google considers: relevance, prominence, and distance when determining local rankings.

Relevance: Refers to the degree to which the content on a website or listing corresponds with what a user is searching for.

Prominence: Considers if a law firm has positioned itself as a trusted authority in its local market through content creation, citation building, and garnering positive customer reviews.

Distance: Distance in local search results refers to how close each potential search result is to the location mentioned in the search. If a user doesn’t mention a specific location, we’ll estimate the distance based on what we know about their location.

What makes ranking in local search results essential for law firms?

Today, the majority of people seeking legal advice or information turn to Google rather than traditional directories like Yelp or the Yellow Pages. Local search engine optimization (SEO) is crucial as it helps your firm rank at the top of local search results, increasing the likelihood of being chosen by potential clients. Moreover, SEO offers long-term advantages over pay-per-click (PPC) advertising.

Here are some of the most important steps for ranking. 

1. Ensure Ownership of Your Google Business Profile

When talking about "business listings," one cannot overlook Google Business Profile (GBP). Formerly known as Google My Business or GMB, your GBP is what Google displays in the local pack, making it a crucial component for the success of your local SEO efforts. To claim your Google Business Profile, simply visit the GBP homepage and start managing your listing today.

2. Maintain Consistent NAP Information Across Local Directories

Simply mentioning your NAP (Name, Address, Phone number) on business listings isn't sufficient. It's crucial to ensure that your NAP details are consistent across all online directories. Varying versions of your NAP can confuse both potential clients and search engines.

Having multiple NAP variants can lead to confusion. Google may struggle to determine which version to display to users searching for your business. This can result in displaying incorrect information or even failing to show any details at all, hindering potential clients from reaching you.

3. Get More Brighter Reviews    

89% of today's customers check reviews before buying any service or product online. Reviews serve as crucial local ranking factors, akin to personal recommendations that foster consumer trust. Simply put, the more satisfied your customers are, as reflected in their reviews, the greater the likelihood of attracting others seeking legal counsel. While obtaining reviews across various prominent directories is beneficial, prioritizing Google reviews is paramount.

4. Build Local Citations and Directory

Citations encompass any instance where your local business's NAP data is mentioned online. This can include social media platforms such as Yelp, Hotfrog,  YellowPages, Apple Maps, Facebook, Twitter, and LinkedIn, as well as legal directories like Avvo, Justia, Nolo, Super Lawyers, FindLaw, LegalZoom, Legal match and Martindale.

5. Ensure Your Website is Optimized for Your Main Location

For law firms with operations spanning multiple locations, it's essential to optimize the homepage and key practice area pages for the primary geography.

For example, in the case of our client Jeandron Law, we revamped their homepage to focus on their primary location: Orange County, California. We also restructured their website accordingly. Given the competitiveness of the area, we also implemented a link-building strategy to enhance their online presence.

6. Use photos and videos

Lawyers are hired for their expertise, not just their logos. Incorporating photos and videos on your Google Business Profile (GBP) can significantly boost engagement and potentially convert searchers into clients. Effective visual content for lawyers includes:

• Client testimonials: Transform testimonials into visuals or record satisfied clients endorsing your services.
• Community involvement: Showcase participation in local community service activities.
• Professional leadership: Highlight achievements and leadership roles within your profession.
• Explainer videos: Share insights, skills, and experience in specific legal fields through informative videos.
• Unique Selling Proposition (USP) videos: Position yourself as an industry expert by describing your unique qualifications to meet clients' needs, an essential strategy in Local SEO for Lawyers.

7. Implement the LegalService Schema

Utilizing the LegalService schema markup can enhance your law firm's online visibility by providing comprehensive information such as operating hours, ratings, and directions directly in the Google knowledge graph. This structured data enables search engines to better comprehend the content of your website, resulting in more prominent and detailed listings in search engine results pages (SERPs). As a result, implementing LegalService schema can significantly boost your click-through rate (CTR) and attract more potential clients to your firm, a key tactic in Local SEO for Lawyers.

8. Active on your service social medias

While social media presence doesn't directly influence search engine rankings, it can still contribute to your SEO efforts indirectly, including Local SEO for Lawyers. Maintaining an active presence on these platforms helps establish a recognizable online identity. However, it's essential to be mindful, especially if your practice area deals with sensitive subjects, as audience responses may vary.

To kickstart your social media marketing strategy for Local SEO for Lawyers, begin by creating profiles on relevant platforms like LinkedIn, Facebook, and Twitter. Develop a content calendar and consistently share posts relevant to your target audience's interests. Engage with your audience by responding to comments and messages promptly.

Additionally, leverage social media to promote any local events your firm is involved in or host your own events. This approach can further enhance your online visibility and engagement within your community for Local SEO for Lawyers.

9. Develop Website Pages Optimized for Local Search Terms

Utilize Ahrefs or a similar keyword research tool to explore practice areas and locations, targeting keywords with local intent. Assess KD and Volume metrics to prioritize keywords for optimization. Question-based keywords signify informational intent, making them valuable for supporting pages or blog content, showcasing expertise and providing insights to users.

10.(EEAT) Experience, Expertise, Authoritativeness, and Trustworthiness

In the legal realm, where clients face significant stakes, it's imperative to present content that underscores your expertise and authority. Articles, blogs, and FAQ sections should be authored by individuals well-versed in the legal field, preferably with legal expertise or direct input from your attorneys. Emphasizing your lawyers' credentials, experiences, and successful cases can bolster trust and provide reassurance to potential clients regarding your firm's capabilities.

We will provide quality content for your Lawfirm

Your law firm's website should directly address the inquiries or search terms used by potential clients. For instance, if someone is searching for an "Accident lawyer in California," your website should have specific content focusing on your practice in that area.

Put yourself in your potential client's shoes. When they visit your website, they're likely asking themselves:

• Is it in California Or wherever your customers need it?
• Do they deal with accident law?
• Can they help with my specific legal issues?
• Are they known for being reliable?
• Are their services reasonably priced?
• Do I feel comfortable working with them?

Your website content should provide preliminary answers to these questions. Search engines aim to direct users to the most relevant and helpful websites. So, if your site appears capable of meeting users' needs, search engines like Google are more likely to rank it higher in search results, potentially generating more leads for your firm.

Tailor your website content to address visitors' questions effectively. This could involve providing clear service descriptions, transparent pricing information, and testimonials from satisfied clients. Additionally, ensure your website content is regularly updated to maintain relevance and accuracy, an essential strategy in Local SEO for Lawyers.

Final Considerations on Local SEO for Lawyers:

According to 2023 study found there are more then 1.3 million lawyers in United states.

For lawyers, SEO is a journey, not a sprint. It is unrealistic to anticipate an instant improvement in your legal firm's search engine results. Continue concentrating on creating fantastic, fresh content that appeals to prospective customers, constructing backlinks, abiding by Google's Webmaster Guidelines, and getting customer feedback.

Naturally, having a high-quality website is one of the finest methods to make sure people find you. Even better if you can use Clio Grow's website builder, which assists legal businesses in creating straightforward, single-page websites and is already integrated with Clio features, to develop that website without having to learn how to design or code.

In summary, use patience. You'll move up the ranks if you can outperform rivals in terms of both quantity and quality of work, which is a key component of Local SEO for Lawyers.

Steer clear of irritating pop-ups and interstitials.

While most law firms avoid annoying pop-ups, some may inadvertently frustrate users with their implementation of live chat features. If your live chat overtakes the screen, produces disruptive noises, or repeatedly pops up on every page, it's likely to create a negative user experience.

Consider this scenario: You walk into a store, and a sales representative immediately blocks your path, incessantly talking without allowing you to proceed. Does that sound pleasant?

Likewise, bombarding website visitors with intrusive chat features isn't conducive to a positive experience. Instead, opt for a more user-friendly approach. For instance, having the chat pop up after a user has spent some time on a page or navigated through multiple pages is akin to a salesperson offering assistance after noticing repeated visits to the same section in a store.

As for those persistent dinging noises intended to remind users of your presence, they're often unnecessary. Visitors are aware of your availability; there's no need for constant reminders. So, it's best to refrain from such interruptions.