Law Firm SEO Services: Strategies to Increase Search Engine Ranking


    In order to survive, a legal practice relies heavily on interest from prospective clients.

    The legal profession has been saturated as a consequence of the digital revolution, resulting in tremendous competition both online and off.

    Successful ones among legal firms have already made the change by using local SEO strategies. A speedy digital makeover of their advertising strategies got them highlighted in local SERPs.

    This allowed these legal practices to dominate their respective internet communities and expand their clientele.

    Legal SEO Checklist for Your Local Area

    Increase the number of available phone lines and personnel. There will be a significant increase in calls after you apply the things on this checklist, and your staff may have trouble sifting through them all.

    We looked at how law firms have been using digital marketing over the past decade and discovered that traditional marketing methods aren’t producing the desired outcomes.

    And yet, we discovered that although spending on traditional forms of advertising has plummeted, local Law Firm SEO Services has taken off.

    More and more consumers are turning to Google to find legal representation, and this need has prompted a shift in digital marketing strategies for law firms.

    Importantly, 97% of millennials in the US who used a law firm SEO services in the last year conducted internet research prior to scheduling their appointment.

    The traditional purchase cycle is evolving into something else in the digital marketing world.

    In order to adapt to the new system, this article will walk you through the steps necessary to have your law practice ranked first in Google’s search results and on Google’s map by the year 2023.

    You should use local search engine optimization services for attorneys for the reasons listed below.

    The majority of individuals start their hunt for a good lawyer online.

    Many legal practices have found success in recruiting new clients through their websites.

    What are the advantages of local SEO for legal firms, given that almost all searches now take place on Google?

    In order to attract more customers, your legal company might profit from four local search engine optimization strategies.

    You may improve your law firm’s visibility in Google Maps and organic search using the local SEO tactics we’ll be discussing below.

    Using Google My Business

    Google My Business (GMB) is the best partner to help you dominate local search results online. When your Google My Business page is optimized, you’ll be at the top of Google’s search results.

    If the legal company fails to take steps to optimize its GMB, it will have a negative impact on its rank in Google Maps and Google Local Search.

    Since its inception, Google’s exclusive tool has undergone several iterations, with the latest edition being the most advanced and feature-rich yet.

    Claiming,  personalizing, and maintaining your GMB presence will have a significant influence on how potential clients see your legal business.

    To determine local law practice rankings, Google employs a restricted number of criteria. They constitute-


    Google is always monitoring how well your GMB listing answers users’ questions. In order to get the most out of an online search engine optimization campaign, there are a few things you can do to optimize your law firm’s local ranking.

    As a first step, choose the most applicable main category for GMB, and then, if relevant, select any other categories you’d want to use. You may choose “divorce lawyer” or “personal injury lawyer” as an example.


    If a user is in close vicinity to your company, Google is more likely to include it in local search results. To accomplish this, you should monitor the client’s IP address in addition to other data to determine which search results are most relevant to show to the client.


    A legal firm’s reputation may be gauged by looking at how well it performs in general. The popularity of a law business depends on a variety of things, including the quality of its backlinks, the number of articles it has published elsewhere online, the volume of positive reviews and ratings it has gotten, and so on.

    Local Search Engine Optimization (SEO) for Legal Professionals Using Google My Business

    In order to attract clients in your area, your website has to come up in local searches. If people are seeking legal assistance online, your business has to be one of the first ones they find.

    Website optimization is a necessary first step for any law company looking to launch a local SEO strategy.

    The majority of people using mobile devices to do local searches, 50%, expect a great user experience. Users who do their searches on mobile devices are more likely to complete the desired activity. Most customers now utilize their mobile devices to look for legal advice and schedule consultations.

    Keep a close eye on what others are saying about you online; reviews are crucial and may make or destroy your reputation. Even if your business appears first in every online search, it won’t do you much good if no one visits your site and you have no positive reviews to entice potential customers to schedule an appointment.

    Best Practices for Law from SEO  

    Strategies for Local Search Engine Optimization

    After using the aforementioned local SEO tactics, the next step is to get high-quality links, reviews, and citations.

    1. Company’s Indicators

    Getting a law firm’s physical location verified and shown on Google Maps is the major focus of local search engine optimization (SEO).

    For your target audience, Google My Business is only the beginning. All of this information is fetched from Google Maps in the background.

    Suggestions to improve Google My Business page 

    suggestions for improving your Google My Business page

    2. Connection Indicators

    Don’t discount the value of backlinks. They’re crucial for boosting your site’s organic search results ranking and gaining visibility in local searches.

    In addition, Google’s algorithm also takes link authority into account when determining a website’s ranking.

    The links from your website to others and vice versa are known as inbound links. Use these links in conjunction with monetary keywords and sponsored keywords to improve your search engine rankings in your area.

    3. Internal References

    Internal links are links that are included inside your legal firm’s website but go to a different page or article.

    The anchoring text used in the links between sites should be focused on the words you wish to rank for in local searches. Google will be able to better index your site and rank it for local searches if you do this.

    4. Connectivity to the Outside World

    Best search engine optimization practices for legal services sometimes include using external links.

    These are external connections from your legal firm’s website to other reputable online resources, such as those maintained by the government or relevant professional organizations. These are the resources that will enrich your readers’ experience.

    5. Links to Local Citations

    Local SEO for attorneys also benefits from having a GMB page as well as other citations linked to your website.

    Here you can see the external connections that will direct traffic to your company. You may increase your site’s credibility in your area by having profile links made for it.

    6. Page-level indicators

    An excellent legal SEO agency will not ignore on-page indications. When it comes to local search engine optimization for legal firms, on-page signals are crucial.

    To rise in the Google rankings and attract more clients, a legal company’s website should be configured properly. To achieve this, you may create unique material highlighting each service by writing blog entries about it.

    Your legal firm’s website also needs properly optimized title tags, body tags, alt texts, and meta descriptions. These features will serve as indicators of a well-structured website.

    SEO for legal firms may be accomplished using a variety of resources. You may do content and keyword analysis with the aid of tools like SEMRush and AHREFs.

    Title, address, and phone number appearance are three of the most important on-page elements for local search engine optimization.

    Keyword use across the page, including the title, H1, and body content for search engine optimization Schema construction

    7. Website Layout

    According to Moz, on-page signals account for fourteen percent of all local search ranking variables.

    When it comes to local SEO for law firms, citations are crucial to achieving the best possible results.

    The term “citation” refers to the mention of your company’s name, location, and phone number in reputable online resources.

    The more Google can find out about your company from various sources, the more credible you’ll seem.

    You may collect reliable citations from a wide variety of internet resources, such as directories, maps, review sites, applications, and GPS navigators.

    8. Legal Citation Symbols

    Inexperienced SEO firms often make the same blunders while constructing citations for legal professionals.

    The names, locations, and contact information for the two businesses are all different. For the NAP to work properly, all of the data must be kept consistent.

    Google also takes into account the amount and growth rate of citations as ranking signals.

    The fundamentals that must be included are:

    • Name, Street, and Number are Always the Same
    • Reference Volume

    Trust in legal practice may be expedited by reading glowing online evaluations. Users may be swayed by positive reviews to choose your legal company over the competition.

    The following are the most important aspects of building a positive internet reputation:

    • How many more reviews does your company have than its rivals? For the most part, customers go with the services that have the most positive feedback.
    • Regarding the product’s quality, have buyers expressed satisfaction with it? The general public, time and time again, choose the provider with the greatest ratings and reputation.
    • The speed with which you respond to customer feedback is a major indicator of how confident people are in your products or services.
    • Legal Practice Diversity A legal firm’s online reputation may be strengthened through positive reviews posted on several platforms, including Yelp, Facebook, and online yellow pages.
    • Don’t allow a few poor reviews to deter you if you have a solid history. A rising tide of unfavorable feedback, though, should raise red flags. The sooner you can identify the problem and implement a solution, the better.
    • The overall rating of your legal firm’s website will improve thanks to positive evaluations left on various review sites. The research also shows that Google gives preference to legal firms with the best ratings.

    The algorithm at Google can read reviews and know what people are saying about your company. Not surprisingly, search engines do take note of the keywords and links that are used on these pages.

    Google also takes into account the keywords mentioned in reviews to determine your authority and relevancy in a certain field.

    The internet reputation of your legal company may be improved in the following ways:

    • Establish a method for analyzing the past performance
    • Keep an eye on your evaluation
    • Intensify the applause when something goes right
    • Post your glowing testimonials on social media.

    9. Social Indicators

    Google takes into account how people engage with your business when discussing local SEO for attorneys. Bounce-rate-heavy websites are penalized by the algorithm.

    Pageviews and content engagement are also taken into account (this includes images and videos as well).

    Google takes the number of people who click on your map listing to visit your website into account when ranking its local results. They track the number of calls from mobile users that need directions to your office.

    Your law firm has a better chance of ranking higher through law firm SEO services than the competition if more individuals choose to visit your office or contact you by phone than they do your rival.

    Important considerations include:

    • The percentage of people that actually click on a website
    • One may make a call just by clicking on their mobile device.
    • Questions about where to go
    • Check-ins
    • Visitor Retention Rate, Bounce Rate, and Average Stay Duration


    Attorney As part of SEO, you need to make sure your site is up-to-date, mobile-friendly, and has interesting content.

    If your location or photographs are old, you should consider updating them. Check that the page’s title and tags are interesting and engaging.

    The days of putting up banners and advertising in the phone book to bring in new customers are long gone.

    By using the aforementioned local SEO strategies, your law business will rise to the top of Google Maps results and become more visible to local clients.

    About author
    Gurpreet Kaur
    Gurpreet Kaur is a highly-skilled and exponentially experienced content writer at IndeedSEO. She has a passion for content writing and has written several quality blogs, articles, press reports, and more in several niches. Her expertise has helped several of our clients achieve their objectives and sustainable results in the long term.

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