Local SEO for Law Firms and Lawyers

is here to help Lawyer’s, Attorneys, & Law Firms with their local and general SEO needs.

Schedule a No Obligation Consultation Call

Demand for Local SEO Services

Local SEO services are in high demand due to the importance of local search for businesses:

46% of all Google searches have local intent

98% of consumers used the internet to find information about local businesses in 2022, up from 90% in 2019

28% of local searches result in a purchase within 24 hours

This demonstrates the significant opportunity for local businesses to reach customers through local search optimization.

Services Offered by Local SEO Consultants

Creating and optimizing Google Business Profiles (formerly Google Business Profile)

Submitting and optimizing business profiles on local directories

Monitoring and improving online reputation and reviews

Measuring and improving local search rankings

Keyword research and optimization for local terms

On-site optimization for local search

Local link building

Content creation focused on local topic

Effectiveness of Local SEO

Statistics show that local SEO can be highly effective:

40% of local SEO campaigns achieve a 500% or better ROI

80% of local mobile searches convert

Local and organic searches together make up 69% of overall digital traffic

Industry Trends

Some key trends in the local SEO industry include:

For 49% of local marketers, the average client relationship lasts over 3 years

64% of small businesses have some form of local SEO presence

Over 40% of businesses have adopted automated approaches to local listing management

Importance of Local SEO

Local SEO is critical for businesses because:

62% of consumers will disregard a business if they can’t find them online

61% of shoppers prefer local businesses with both physical and online presence

Get our free pdf guide Google My Business for Lawyers A Comprehensive Guide

Reviews play a vital role, with a 15% impact on local SEO pack rankings

In summary, local SEO consultants provide valuable services to help businesses improve their visibility in local search results, which can lead to significant increases in traffic, leads, and sales for local businesses.

Esteemed legal professionals, and law firms, while your expertise is invaluable in the courtroom, it’s crucial to recognize that in 2024 and into 2025, your online presence is equally important for client acquisition. Consider the following:

Does your firm have an optimized Google Business Profile (formerly Google My Business)?
Is your firm appearing in the top ten local search results?
Does your firm rank in Google’s map pack for relevant practice area search terms?
Does your firm need content created that your clients can understand?

If you answered negatively to any of these questions, it may be beneficial to schedule a complimentary no obligation consultation call with our principal account manager and SEO specialist, Frank. Alternatively, if you prefer to manage your online presence independently, our comprehensive news articles offer in depth guidance on SEO, local SEO, and best practices for law firm websites.

FAQs

What experience do you have working with law firms specifically?
We have worked with law firms in the past, but not in this industry, though. Read our article Masotti vs Tustin Unified School District, where the family, our principal account manager, and the head of local SEO and all other SEO matters Frank Masotti, made case law. Frank has also been recognized by Google as a specialist in GMB Now Google Business Profile (GBP) and Fundamentals of Digital Marketing both in July 2023.
How do you approach local SEO for lawyers? What are the key strategies and tactics you use?
We start by finding out if the lawyer or firm has a Google Business Profile. If they do, we ask them to gain access to it to analyze how it is set up. Did they use proper categories, tags, search terms, and are posting updates to it. We then verify that the NAP is accurate and up to date. If they do not have a Google Business Profile, we go in and create one on their behalf. We then go in and set it up the correct way, including real images. If that is all they requested, we will release the GBP to the lawyer and instruct them on how to maintain it.
How will you optimize our Google Business Profile and other local listings? What is your process for building and managing citations?
Building citations is a long term practice for us and our clients. We will start by looking for any citations to begin with. Seeing as there are always more citations that could be acquired, we find the citation that is missing and send the link to the client so they can sign up and, if need be, pay for them. (IE Chamber of Commerce), after they have done their end, we go in and optimize it for them.Otherwise we can get the prices for the citations and submit a bill through or corporate entity and receive payment before we begin. In that case we will submit a breakdown of all expenses with links to prove the price before hand. By doing it this way we can keep the firms accountent a bit happier.
What is your approach to content creation for law firms? How will you develop content that targets local keywords and practice areas?
Frank has a long history going back 30+ years of creating content for keywords. While the techniques have changed, the principle stays the same. Discover and analyze location based keywords, start crafting search engine friendly (SEO) articles/blog posts for the local area of the firm. If the firm’s web site does not already have pages dedicated to the different types of law practiced, we will interview a member of the firm to find out all of the types of law the firm covers and generate those pages for them. If they are those pages we will use our hard earned experience when it comes to content creation to create blog posts that caters to those areas of law practiced.
How do you handle link building for law firms? What types of links do you focus on acquiring?
We personally do not do link building for our clients. We have a strong relationship with a company that specializes in link building. Because of our relationship, we can get our clients the best prices and the best quality links. We work directly with the link builders, get an estimate, submit that estimate to the firm, and if approved and paid for we notify the link builders to begin. We will then keep the firm updated on a monthly basis on how their link building campaign is going.

This is their guidelines to their link building employees we know for a fact, because of our relationship and links they have built for us in the past, that these guidelines are followed by the letter.

LINK PROSPECTING CRITERIA:

non sexual

non violence

non drug related

Non casino or gambling

DR > 30

Traffic > 500

Not in the DO NOT USE Section and Watchlist

Check if site is sharing Google Analytics ID

Check if site is sharing IP Address

SOP: Link Relevance Guidelines

The article headline should mention the topic of the client’s article

The anchor text needs to be related to the topic of the client’s article

The content of the article should be relevant to the client’s article

SOP: Link Checking

Start with a clean slate

Start with a clean slate, create a new profile in chrome, do not log in to your personal account.

Ensure that you don’t use any ad blocker plugins in your browser.

Ensure that chrome’s native ad blocker is disabled.

Check the client’s requirements

DR requirement (if there’s any)

Client articles/links to be used

Keywords for the anchor texts (if given)

Special or additional instructions (e.g., “Use design related websites only,” “Do not use links already used for (insert website),” etc.)

Establish LINKFROM-LINKTO connection

Always check if the LINKFROM is appropriate to the LINKTO by checking the relevance of the content of both. If there’s a more appropriate LINKTO from the client as compared to where the LINKFROM was currently built, kindly suggest customization to the builder via notes. This will help prevent issues with the client in the future.

Kindly double check if LINKFROM-LINKTO combination is copied properly or not by the builder. Check as well if the links work or not when opened via our web browsers. There has been cases of erroneous links due to typo/copy&paste issues so please be patient to check further.

Check site attributes

Traffic (site and/or page)- The default value for organic/site traffic is 500. if the article/content from the links built is written more than a year ago (based on year), kindly check the page traffic (not site) and watch out for the following: a) search traffic- value should be at least 10-15, b) KW- at least 2. If the values are not satisfied, kindly note the following and set status as reject.

content or a series of repetitive ads on the sidebar). Check spam score- The threshold value for spam score is between 1% to 30%. If it is 31% and above, kindly reject and leave a note about it.

on Spammy- There are ads structures that are okay such as small ads in the banner, subtle ads within the content and sidebar. Finding one type of an ad found within the page is okay (e.g. one pop-up or one ad within

Leave a “spammy” note then reject the entry if:

you found 2 or more combinations of the type of ads mentioned,

The ads are related to or are about casino, gambling, adult-related, violence, and guest post/write for us

Kindly note what the structure of the ad (e.g. pop-up, small ad banner, big ad banner, repetitive ads, ads within content, etc) is found in the content. In cases when a combination of these ad structures are found, kindly note them as well. Don’t forget to take gyazo to support it. Example of notes:

big ad banner on top

combination of pop-up + ad within content

Indicate as well what type of ads, banners, or links are found that caused you to reject it. Again, don’t forget to take gyazo to support it. Example of notes:

Links or ad related to casino

general ads or banners

write for us/guest post ads or banner (subtle links in the footer of the website is fine)

Existence of regulated niche, page/article KWs- If there are words/keywords/links in the site/content that are related to or are about casino, gambling, adult-related, violence, and guest post, kindly take note and reject the entry. Also check for the KWs that the site is ranking with.Check via ahrefs (Organic keywords under Organic search menu on the left side) if the site is ranking or has KWs related to drugs (except for our clients with this niche, example, getmmtech), adult-related, casino, or gambling. If so, specify what the KWs relate to, take a gyazo, then reject the entry. During searching for KWs, remember to set the country based on your client (example: Aquatell.ca is Canada). If it cannot be determined or is not specified, set it to US. The default value for the country is US.

Kindly reject link entries if the majority (TOP 1) of the traffic comes from India or Pakistan or Philippines. Include it in your notes and support by taking gyazo. Exception to this rule is when the topic of the client includes/mentions the following countries mentioned.

For example:

Buddha and Karma – India is a Buddhist Country; Remitfinder has an article about remittance from US to Philippines

If there are entries/sites/links that may have been used and you think is a possible PBN, kindly escalate the issue to miss Bea via discord-PM so she can double check and give feedback to the prospecting team as well.

SOP: Link Relevance Guidelines

Relevance: how appropriate something is to what’s being done or said

For example:

The website niche* is related to the client’s topic/article

The article headline mentions the topic of the client’s article

The anchor text is related** to the topic of the client’s article

The content of the article is related** or mentions something related to the client’s article

*specialized segment of the market for a particular kind of product or service

**associated with the specified item or process; belonging to the same family, group, or type; connected
What tools and software do you use for keyword research, rank tracking, and reporting? How often will we receive reports on our campaign's progress?
We use AHREFS to monitor everything for the main overview, the firm will get a monthly report showing the progress up or down, we do not hide anything. As for daily insights we will use the firm’s Google Search Console (or set one up for the firm if needed). That we will monitor daily and again give monthly reports of both the good and the bad. The Google Search Console will belong to the firm, if the lawyer or firm want to remove our access, they can at any time.
How do you stay up-to-date with Google's algorithm changes and ensure your strategies remain compliant?
We belong to several groups that keep on top of any changes in the Google algorithm. In these groups other members are constantly testing things to stay ahead of any changes, (we are not one of them) if we are taken off guard, these members doing the testing make changes and report to the group what is now working and what to give up on and changes that need to be made. None of this is to trick Google, it is more like trying to stay within their good graces for us and our clients. You try very hard not to make a judge angry at you or your client in court. We try very hard not to make Google angry at us or our clients. Or at least their algorithm.
What is your pricing structure, and what specific deliverables are included each month? Are there any long term contracts required?
There is no real pricing structure, as each client’s needs are different; on our prices page, we have baseline prices. However, those can go up or down depending on the client’s needs. As for a long term contract, we prefer one so we can give the firm the best possible rate, especially because SEO is a marathon not a sprint. If a long term contract is not desired by the firm, we can do a month to month. Just realize the prices will be much higher for that, as each month is like starting over for us. As for deliverables, there is no guarantee in life or search engine optimization. We will deliver monthly reports as to how our efforts are working out, the steps we took that month, and the plans for the next month. All reports will be delivered via e-mail or a secure drop spot on the Internet if the firm has one. These reports will be in PDF format.
Who will be our main point of contact? What is the communication process like?
Frank Masotti, as our principal account manager and SEO specialist, will be the main point of contact. We may give your account to another account manager if it is needed. However Frank is normally at his desk working about 30+ hours at a time, he is that dedicated. Initial contact will be via zoom meeting, monthly reports be via zoom as well. However if you need something between those meetings and e-mail isn’t fast enough, you will have Frank’s direct cell number. If it goes straight to voice mail, leave him a message. Chances are he is either asleep at his desk or in bed sleeping.
How do you measure success for law firm SEO campaigns? What key performance indicators (KPIs) do you track?
Visitors to the website, new potential clients who call the firm and mention how they found you, or even potential new clients who come in off the street. Other vanity metrics while helpful to people like us, are useless to our clients. Metrics like search impressions, domain rank, pages in the Google index, etc. They help us keep track of things on our end so we can give you, the client, the best overview of how your campaign is going.
Why are there no reviews on yur site?
Multiple reasons.

This is a new site, not a new service offered by our main corporation Internet Service Agency.

Like attorney client privilege, we have agency client privilege.

We do not want new clients to know how old clients were beating them in both local and general search results.