What Is Local SEO—and Why Does It Matter for Law Firms?
Over the past few years, local SEO has become one of the most important aspects of attorney marketing. But what is local SEO, and why is it so important for law firms? Here’s what you need to know.
What Is SEO?
SEO stands for search engine optimization. This means optimizing a webpage so that it appears in certain online searches. For example, let’s say you work with a workers’ compensation firm. You would start by finding terms and phrases related to your niche, such as:
- “Workers’ compensation lawyer”
- “Injured at work”
- “Permanent disability”
- “Unable to work”
- “Replacing lost income”
In SEO-speak, these are known as keywords. By optimizing your website, blog, and/or social media pages, you could make it more likely that your website would show up at the top of the results when someone searches for those keywords. (This is known as “ranking” for a given keyword.)
What about local SEO?
What Is Local SEO?
Local SEO is a form of SEO that focuses on showing up in local searches specifically. This might mean including locations in your targeted keywords, such as “divorce lawyer in Milwaukee.”
However, people don’t have to search for a specific location in order for local SEO to boost your law firm’s rankings. If someone in the Milwaukee area searches for “divorce lawyer,” Google will automatically show them local results based on their location. Google will even put a list of the three best matches near the top of the results. (That’s the Google My Business local pack.)
By improving your local SEO, you can help prospects looking for legal representation in your area find you. Then, you can start the process of converting them from prospects to clients. (If they’re in your area, they’re already better leads than most users would be.)
Why Does Local SEO Matter for Law Firms?
One of the primary reasons local SEO is so important is that consumers all across America use Google with the express purpose of finding local businesses.
According to one survey from BrightLocal:
- 99% of consumers reported that they used the internet to find information about local businesses within the last year
- 78% of consumers reported that they used the internet to find information about local businesses more than once per week
- 21% of consumers reported that they used the internet to find information about local businesses every day
In short, you can take it for granted that people in your community are using the internet to find the services in their area—including legal services. When people need legal help, they’re likely to turn to Google to learn who can help them. If your law firm isn’t ranking in local searches, you’re missing out on priceless opportunities to connect with prospects.
Local SEO is especially important in the era of smartphones. When users search for a service on their mobile phone—as many do—Google adds a handy “call” button directly next to the local results. If someone is hoping to speak to an attorney quickly, this can be a great way to set up consultations quickly.
For example, if someone is hoping to get advice from an attorney immediately after an auto accident, your injury firm appearing in the local search with that “call” button could be your ticket to a new client.
When done correctly, optimized local search can help your firm to be right in front of people exactly when they’re searching for an attorney.
Attract New (And Better) Leads through Local SEO
In the digital age, local SEO should be front-and-center in any law firm’s digital marketing strategy. But like any other form of online marketing, SEO takes time, effort, and plenty of patience.
Maybe we can help.
One of the best ways to improve your law firm’s local SEO is by establishing a healthy social media presence, especially on Google My Business. At Let America Know, we give trial attorneys across the nation the support they need to make their social media profiles shine. Just contact us, and we’ll help you:
- Choose the right social media platforms for your firm
- Optimize your profiles
- Improve your SEO rankings
- Raise brand visibly online
- Reach your target audience
- Expand your professional network
- Stand out from the crowd
- Stay top-of-mind with potential clients and referrers
Click here to check out our done-for-you social media program for trial attorneys.