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Updated: November 10, 2021

One Simple Way to Use Local SEO for Lawyers

Often we get requests about how to use local SEO for lawyers. Attorneys want some quick fixes because they don't want to waste time going through a long, grueling SEO guide. While there are no long-term quick fixes, here are a few things you can do to improve your local results. This article and the tips we recommend should take less than 5-minutes to complete for even the most technophobic of attorneys. If you still don’t feel comfortable setting up an account yourself, call us anytime Monday-Friday 9AM - 5PM at 312-265-0580. Contact us outside officer hours here. We will do the initial Google My Business (GMB) account set up for you while we are on the phone. If you want to set up your GMB account, follow the five-step process below. It takes approximately 90 seconds to complete.  

Is Local SEO Important for Lawyers in 2021?

The short answer is “yes, more than ever.” The pandemic shutdowns have pushed online traffic to new heights, and businesses — whether they’re retail outlets, medical practices, service providers, or law firms — all are seeing new opportunities in leveragign the power of SEO to help their revenue grow. I could give you a mile-long list of statistics about why mobile and search optimization is essential. However, for the sake of brevity, I want to discuss one number: 40%.

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2 out of every 5 smartphone users find local businesses through Google.  Can you ignore 2 out of every 5 prospects who come to your door? If the answer is no, keep reading.

What is the number one thing I can do to improve my local SEO results in the shortest amount of time?

The successful road to local SEO for lawyers starts with a single step. In this case, we need you to sign up. That is it! Just set up an account on Google My Business.

Google My Business is a powerful tool that helps prospects find your law firm with ease.

Note: If you have a Google My Business Account skip this section and scroll down to “I Set Up My Google My Business Page. Now What?

Google My Business (GMB)

Have these items handy when you set up your account:

  • Legal Business Name (or DBA)
    • Be sure to use the name consistent on your website and marketing materials so that you do not dilute your organic traffic. What’s more, be careful not to over-pack your name with keywords as this will also dilute the effectiveness of your Google My Business listing.
  • Complete Address (street, unit/suite, city, state, and zip code)
    • You may also add service areas and additional office locations into your Google My Business listing, so be sure to include this pertinent information.
  • Add Business Category
    • You can now include the category of business you service
  • Customer Service Phone Number
  • Website URL (ex. https://comradeweb.com)

Step 1: Add your legal business name

Google My Business Whats your name

Step 2: Enter your address and whether you deliver goods or services to your customers.

Google My Business Where are you located

Step 3: Add your business category.

Google My Business Business Category

Step 4: Add your customer service phone number and website.

Google My Business Contact Info

Step 5: Verify your business via mail, text, or phone.

Verification Code Google My Business

Also, note that Google My Business has added updates to its messaging features that will help your interaction with prospective clients run more efficiently. Once you verify your GMB page, you have a live page. Mission Accomplished!

“I Set Up My Google My Business Page? Now What?”

What should you do after you set up your page? What else can you do with the remaining two minutes before getting back to your legal briefs?

Find out how much demand there is in your geographical area

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You might not be able to do this all in 2 minutes. However, you should start.

Google My Business dashboard

#1. Add Photos

The first thing you need to do is add photos to your Google My Business page. Create a personal touch with pictures of your team and corporate office.

Google My Business Page photos

Customers want to trust you. A few photos can go a long way in building that trust. Use a minimum 3-5 images. You can always change the pictures later, but you need to start.

A few photos to consider:

  • Logo
  • Corporate office
  • Team
  • Executive Team
  • Behind the scenes

#2. Legal Directories

You also need citations to your new page. Here are a few legal directories you should add your company to which can boost your rankings. Legal directories are important as they provide a) credibility to your law firm; b) a broader online footprint that

boosts your firm’s search engine rankings.

#3. Confirm you have a mobile responsive website

If you want to get local SEO traffic, you need a mobile website to capture this traffic. The first step is to confirm your site is optimized for mobile. Use the Mobile-Friendly Test.

mobile friendly test

#4 Services

Be sure to include a detailed description of your services and refer to the Google My Business services editor page for details on how best to edit your listing.

How do you continue to use local SEO for lawyers?

The strategies we discussed above can provide a minimal jump in prospective calls. However, it requires more than this to drive a significant number of calls to your business. Local SEO is critical for law firms to ensure that the right prospects find their services. So, be sure to optimize your GMB and marketing efforts with local specifications for your services. Additional, powerful tips on localizing your Google My Business listing, available on the Google My Business website, will ensure your listing is a success. 

If you believe your career would be better spent defending your clients instead of optimizing pages on Google reach out to us for help.

Click the Local SEO for Lawyers Services button to schedule a free, initial consultation.

Want to speak with an expert?
Call us at (312) 265-0580

I hope you enjoy reading this blog post.

If you would like to discuss your project, reach out to our specialists.

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About the Author
Sasha Berson
Sasha serves as Managing Partner and VP of Client Solutions for Comrade Digital Marketing, a Chicago-based marketing agency dedicated to solving client’s most pressing digital challenges.
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