local SEO for lawyers

Local SEO for Lawyers: An Ultimate Guide

The legal industry is already highly competitive, and without assistance, small and mid-sized law firms have very little chance of ranking on the first page of search engine results pages (SERPs). This can be a major problem because 75% of Internet users never even look at the second page. Local search engine optimization (SEO) comes into play here.

But what exactly do we mean by local SEO for lawyers? More significantly, how can lawyers use local SEO to attract new clients while also ensuring that their existing local clients and prospects have the greatest experience possible? If you want to learn more about local SEO for lawyers, this guide is for you.

Benefits of SEO For Lawyers

Makes you More Competitive

In large firms, reputation is seen as the key to attracting clients. For an edge over other competitors, they do not rely on marketing. Competing with industry clients on a level playing field with SEO is possible.

Putting in place the right strategy will enable you to position yourself as someone available to clients. As a result, you will be in an advantageous position since people will choose a company with a strong presence and is easily accessible.

Improves Visibility

When people need legal services, they turn to the internet. Those law firms that appear at the top of the search results are more likely to be contacted. Search engine optimization can help a law firm rank higher on search results pages. Because most people search for local services, adding location to your keywords can enhance visibility.


For smaller law firms, search engine optimization is one of the most cost-effective marketing strategies you can use. Targeted marketing allows you to reach a specific audience without incurring the high costs of broader marketing campaigns, ensuring an efficient allocation of resources for maximum success.

How to Do Local SEO for Lawyers?

Following are some easy methods to do local SEO for lawyers:

Optimizing Google Business Profile

For clients seeking legal assistance, Google search has become the norm. The BAR regulations vary from state to state, so it makes little sense for law firms to operate outside their jurisdiction unless they deal with international or national law.

Thus, local SEO plays an important role in law firm SEO strategies. Law firms benefit from Google Business Profile to improve their online presence, local ranking, and lead generation. This is a vital tool that helps businesses reach their specific niche of customers.

Getting Mobile-Friendly Design

A mobile-friendly law firm website is vital for law firm SEO since it provides a great user experience for all visitors and can help with search engine rankings. Because mobile devices are now used by the majority of internet users, it is critical to optimize your website for mobile viewing. It employs responsive website design, dynamic serving, or distinct URLs.

You may use Google’s Mobile-Friendly Test to see if your website is mobile-friendly, and you should check it regularly across different device kinds and browsers.

Growing Your Backlink Profile

Search engine rankings are heavily influenced by backlinks or links from another website to yours. Backlinks from reputable legal websites are essential for lawyer SEO since search engines view them as endorsements of your website.

The process of manually building backlinks to your website is time-consuming. Creating original content and interactive tools is more effective since they passively generate backlinks.

Mapping Out High-Intent Keywords Per Page

Whenever a search query is submitted to Google or another search engine, intent refers to what searchers are seeking. Create a map of keywords based on search intent and match them up with the most relevant page on your website or create a new one if it does not already exist. 

Law firms and individual attorneys should map out the high-intent keywords used for each page to maximize the impact of the search terms and supporting content on your website.

Taking Advantage of Social Media & Reviews 

Your social media profile allows your law firm to market its content and connect with potential clients. Moreover, it provides clients with another opportunity to give you feedback. A good review can boost your SEO efforts and demonstrate to leads that you’re the right lawyer to handle their case. 

In the aftermath of a case win, follow up with a client and ask for an honest review. Ask them to review your social media page and Google to improve your off-page SEO. 

Final Words

SEO for lawyers is not only about new and unique tactics but also about being consistent and understanding the basics. Your firm will be launched on the right foot if you complete all the steps discussed above.

Attorneys and solicitors can benefit from SEO, but it doesn’t require rocket science. You will generate high-quality local leads if you focus on local SEO for your law firm. If you find difficulty in doing local SEO for lawyers and want to outsource the services then HexaClicks would be your one-stop-shop for SEO services.

Frequently Asked Questions 

How Does My Website Rank on Google?

Getting your law firm’s website into Google’s top 10 results is essential to achieving your business goals. However, that doesn’t mean it will be easy! As search algorithms evolve, keeping up with the latest tactics is essential to ensure a successful SEO campaign.

What is the average time for my website to appear on the first page of Google results?

It usually takes 3-6 months for organic results to appear on the first page of the SERPs. You can appear in the ads section faster with PPC. Beware of quotes that promise immediate results. Your provider might be vetted using black-hat tactics.

How Can Backlinks Improve Law Firm SEO?

Legal sources that are contextually relevant and reputable are the highest-quality backlinks. These include authoritative legal websites, reputable publications, and industry directories.

Although some backlinks from reputable sources can improve your SEO, obtaining excessive random links from .edu or .gov domains might result in Google penalties.

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