Local SEO is continuously growing, and every type of land-based business is taking advantage of it. Want to know what local SEO looks like for law firms and how to do it? Tao Digital Marketing is here to take you through it.
Law firm SEO simply means boosting your brand’s web presence, achieving more visibility and organic leads through search engines. This includes:
Working on technical SEO aspects
Garnering client reviews
Creating high-quality content
Link building
Mobile optimisation
What’s the difference between regular SEO and local SEO for a law firm? Effectively, they’re the same thing, but you’re targeting a specific local area.
Ranking in local search results is absolutely essential for law firms because almost all consumers use Google to discover local businesses, and people looking for legal support tend to search locally. On top of this, local SEO boosts your online visibility in general, and positions you above your local competitors.
Ultimately, local SEO results in qualified leads, and investment that pays off over time, every time.
So, what actually factors into ranking for local law firm SEO?
1. Well, the first aspect is your Google business profile, which needs to be well optimised to establish a local presence. This allows you to build up positive online reviews, which increases your favourability with Google.
2. Next, you need to optimise your on page signals, internal links, meta descriptions, headings, and backlinks. You’ll also need to analyse and understand searcher behaviour, and match the intent of these searchers to convert them into customers.
Focusing on these factors should allow you to stand head and shoulders above your local competitors.
Google Business Profile
The key elements of local SEO include featured snippets, top and bottom ad pages, video carousels, snippets, site links, and people also ask boxes. On top of this, appearing in the AI overview is becoming increasingly important, even for local results.
In terms of optimising your Google Business Profile for your law firm, this is a process which is actually very simple. Even a solicitor with little to no experience in SEO can do this in just a few minutes:
Visit the Google Business Profile website and either claim your law firm’s listing or create it.
Ensure the business information you provide is up-to-date and accurate.
Craft a business description that sells.
Add high-quality images and videos.
Collect as many reviews as possible from your clients.
Share interesting content with the post feature to improve your discoverability.
Leverage the Q&A section to provide helpful information about your legal brand.
The key point is to provide accurate, relevant, and up-to-date information on your Google Business profile.
Location Pages
When it comes to local SEO, hitting all the right SEO ranking factors will improve organic traffic and increase leads.
The first element of this is location pages. Which provide unique value to the targeted area and show local knowledge too. For example, if you’re based in central Manchester but cover the entire Manchester area, make location pages specific to Salford, Rusholme, Didsbury, and more. Providing local knowledge shows both the search engine and the potential customer that you actually have an understanding of the surrounding area, making you more likely to rank and secure leads.
To optimise all of your local pages, you can do the following:
Avoid duplicate content.
Avoid excess use of location-based keywords. For example, add ‘in Manchester’ to your heading, but don’t put it in every sentence.
Optimise URLs, meta descriptions, and images.
Write location specific content, show what makes your Salford services different to your Manchester services.
Connect with other local businesses to increase authority.
Building Reviews
Finally, you want to think about building reviews for your local law firm. Although we’ve touched on this, let’s look at how you can achieve as many positive reviews as possible:
Start by asking your most satisfied clients. If you’ve provided a great service, most people are more than happy to sing your praises. Do this by providing a simple QR code, and explaining simply how important positive reviews are to you and your business.
You might also want to try integrating a ‘leave a review’ button onto your website.
For more expertise regarding local law firm SEO, check out Tao Digital Marketing.
