Why Local SEO Matters for Lawyers and How to Do It

Why Local SEO Matters for Lawyers and How to Do It

Why Local SEO Matters for Lawyers (and how to do it)

In today’s digital age, having a strong online presence is crucial for businesses, including law firms. With the increasing use of local searches, optimizing your law firm website for local SEO is no longer an option but a necessity. 

In this article, we will explore why local SEO matters for lawyers and provide practical tips on how to optimize your law firm website for local SEO success.


Understanding the Importance of Local SEO for Lawyers

As a law firm, you may wonder why local SEO is so crucial for your online success, and the answer simply lies in the way people search for legal services. 

In fact, according to a study by Google, 78% of people who search for a local service on their smartphone visit a business within a day, and many of those searches result in a purchase or conversion coming from local searches. 

These statistics clearly indicate that SEO is a smart investment for lawyers, being local SEO an important piece in the overall positioning strategy.

But in addition to consumer behavior, search engines like Google have also placed a strong emphasis on local search results. Google’s Local Pack, which is the prominent local search results displayed on the first page, has become more prominent and competitive, making it essential for law firms to optimize their website for local SEO to increase visibility and outrank competitors. 


How to Optimize Your Law Firm Website for Local SEO

Ok, we all know by now that local results are extremely important for law firms. But how do you improve local rankings on Google?

Optimizing your website for local searches requires a strategic approach that usually demands some experience in the industry and SEO as a whole.

But here are the key steps to ensure your law firm website is optimized for local search success:

Conduct Keyword Research for Local Search:

Keyword research is key in almost any SEO strategy, especially if you want to succeed in local searches. 

This is true because by identifying the right keywords that are relevant to your local area, you can target the right audience and improve your website’s visibility in local search results. 

You can start by using keyword research tools such as Moz or SEMrush to identify keywords that are commonly searched by people looking for legal services in your local area. 

Look for keywords with high search volume and low competition to maximize your chances of ranking well in local searches. 

For example, if your law firm is located in New York City and specializes in immigration law, you may target keywords such as “immigration lawyer in New York City” or “New York City immigration attorney.” Incorporate these keywords strategically in your website’s content, meta tags, URLs, and headings to optimize your law firm website for local search queries.

Create Location-Specific Content:

Creating location-specific content is essential for local SEO success. By creating content that is tailored to your local area, you can provide valuable information to potential clients and demonstrate your expertise in the local legal landscape

For example, you can create blog posts or articles that discuss local laws, regulations, or recent legal developments in your area. You can also create landing pages that are specific to each location you serve, highlighting the services you offer in that particular area. 

Optimize On-Page Elements:

Here are some key on-page elements that you should focus on optimizing to improve your rankings in relevant local queries:

Title Tags

Your title tags should be optimized with relevant keywords and include your law firm’s name, location, and primary practice area. For example, a well-optimized title tag for a law firm in New York City that specializes in immigration law could be “Immigration Lawyer in New York City | Your Law Firm Name.”

Meta Descriptions

These are the brief summaries that appear below the title tags in search results. They should be compelling, well-written, and include relevant keywords and location information. A well-optimized meta description for the above example could be “Expert Immigration Lawyer in New York City with over 15 years of experience. Contact us for a free consultation.”

Heading Tags

Heading tags (H1, H2, H3, etc.) are used to structure the content on your web pages. They should be optimized with keywords and location information to help search engines understand the relevance of your content to local searches. But only when it sounds natural and organically fits on the page. You definitely don’t want to do keyword stuffing.

URL Structure

Your website’s URL structure should be optimized with relevant keywords and location information. For example, a well-optimized URL for a landing page targeting “immigration law in New York City” could be “yourlawfirmname.com/immigration-law-new-york.”

NAP (Name, Address, Phone Number) Consistency

Ensuring consistent and accurate NAP information across your website, online directories, and other online platforms is crucial for local SEO. Make sure your law firm’s name, address, and phone number are consistently listed in the same format on all platforms to help crawlers understand where you offer your services.


Results for “immigration law” searches in New York


Schema Markup

Schema markup is a structured data markup that can be added to your website’s code to provide additional information to search engines about your law firm’s location, contact details, reviews, and other relevant information. When doing local SEO, you should focus on LocalBusiness structured data.

Improve Website Usability

Website usability is an important aspect of optimizing your law firm website for local SEO. By making your website user-friendly and easy to navigate, you can provide a positive experience for your website visitors, encourage them to stay longer, engage with your content, and take action, such as contacting your law firm or submitting a form. 

Here are some tips to improve website usability:

  • Clear Navigation: Ensure that your website has clear and intuitive navigation that allows users to easily find the information they are looking for. Use descriptive menu labels and organize your content logically, with a clear hierarchy of pages.
  • Mobile Responsiveness: Your website should adapt and display properly on different devices, such as smartphones and tablets, to provide a seamless experience for users on all devices.
  • Loading Speed: Optimize your website’s loading speed by compressing images, using browser caching, and optimizing your website’s code. Use PageSpeed to check your website speed and be aware of what you need to improve.

Use the “Opportunities” section to evaluate technical optimizations that will improve your page speed.


Build High-Quality Backlinks

These are links from other websites that direct users to your website, and they play a significant role in establishing your website’s authority and credibility in the eyes of search engines like Google because they work like an upvote from a trusted site. However, not all backlinks are equal, and if you don’t take care of the relevance of these sites, backlinks can harm your SEO efforts

One of the key factors in building high-quality backlinks is focusing on dofollow links. These types of links are highly valuable and can have a positive impact on your website’s search rankings if the site that links you is related to your industry and the links are relevant and natural. Remember, Google has an algorithm to identify natural links, so you better stay away from link schemes and spammy, unnatural anchor texts.

The right way to build backlinks is actually to focus on writing high-quality, relevant content that people want to share. This is the best way to build a backlink profile following Google guidelines.

Monitor and Analyze Your Local SEO Performance

Regularly monitor and analyze your law firm’s local SEO performance to identify areas that need improvement and optimize your strategies accordingly. Use tools like Google Analytics and Google Search Console to track your website’s performance in local searches, including your rankings, traffic, and conversions. 

This data can help you make informed decisions and continuously improve your local SEO efforts.

Consider Hiring a Local SEO Expert or Agency

By hiring a local SEO expert or agency, you can focus on your core legal services while leaving the technical aspects of SEO to the professionals. They can provide a customized strategy tailored to your law firm’s needs, monitor and analyze results, and make adjustments as needed to ensure continuous improvement in local search rankings and more clients in the long run.

So, if you’re ready to boost your law firm’s online visibility in local searches and attract more clients, consider hiring a local SEO expert at DIGITIC. Request our services today and take your local SEO efforts to the next level.

Contact DIGITIC now to request a consultation and learn how our local SEO services can impact your law firm’s visibility search results. Don’t miss out on potential clients in your local area – let us help you optimize your law firm website for local SEO success!

Matt McLean

Matt McLean is the Founder and CEO at DIGITIC Marketing Co.