local seo for law firmsLocal SEO is important for many businesses, including law firms. In fact, 46% of all Google searches are seeking local information, and that number is only likely to be higher in practices who operate regionally. There also tends to be a strong correlation between organic website traffic and local searches.  What does that mean for your firm? It means that if you can improve your website traffic through local search engine optimization, you’re likely to acquire more website traffic and leads. Here are some simple tweaks your law firm can make within your local SEO strategy for better local visibility.

1. Take a look at overall speed and performance.

Before you dive into other tactics, you want to make sure everything you’re driving traffic to loads properly. Website performance studies show that for your site to retain visitors, its page load time should not exceed three seconds. Before you focus on driving additional people to your site, make sure they will not bounce once they get there. 

2. Use local keywords in the right places.

People often focus on page titles when working on SEO – and that is one area to focus on. However, local keywords such as city or community should be included in the meta descriptions too. If you use a CMS platform, your metadata should be easy to find and update. 

3. Claim and optimize your Google My Business listing.

Your law firm’s profile on Google My Business is your local listing that appears in Google Maps, the local results of Google Search, and even the right-side Knowledge Panel on Google Search. Just as with websites and ads, Google ranks Business Profiles according to their relevance to the search term and overall quality. This means that by optimizing your Business Profile, you can rank higher in local search, show up for more search terms, stand out from competitors, and even win more clients.

4. Make individual webpages for location-specific services.

If you practice in multiple locations or your firm has a presence in different cities, it’s important to have an online presence for each location. Create a page for each location with information on specific attorneys who practice there and a short blurb about your experience in that community, as well as local contact information. 

5. Use a schema markup.

This set of microdata was created as part of a collaborative effort by major search engines: Google, Bing, and Yahoo. Schema is a foundation for markup data that allows search engines to better understand location-based structured information, enabling them to yield richer search results. There are different ways to create and display schema markup – check out this article for a deeper dive into schema markup.

6. Optimize for voice search.

This functionality has been growing over the last couple years, and will continue to. It allows people to search faster, as well as multi-task, which users love. Think about the keywords commonly used in voice search as opposed to just search engine inquiries. For example, it’s important to keep in mind that people typically ask a question using voice search, such as “Is there a personal injury attorney in Jackson, Mississippi?” Consider long-tail keywords that use terms like where, when, and how. 

7. Develop localized content.

You can apply culture, language, or certain terms to better resonate with potential clients. To do this, you need to perform research on your local target audience. Make sure you really understand them and what their challenges are. Additionally, look up local events or news like recent rulings or regulations, and create content around those topics. Remember to optimize that content for search as well. 

Tip: Take the 2 minutes to run a free SEO audit of your site so you can see where you stand on search engines and get a clear picture of the on-site issues you may want to fix in order to rank higher.


Since law firms tend to operate on a regional scale, it’s critical that they have a local search engine optimization strategy in place. Employing a few of these tactics can be effective in getting found and driving even more traffic to your firm’s website. Put this list into action to get in front of your local audience, and you may just get a few new leads as well.

Contact us today if you need assistance developing a comprehensive local SEO strategy that will improve your search visibility and increase the number of visitors to your firm’s website.