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Chris Lancaster

How Can Lawyers Optimize for Local Search?

As a lawyer, it is important to make sure that potential clients in your area are able to find you when searching for legal services online. One way to do this is by optimizing for local search, which refers to the process of improving your online presence in order to rank highly in search results for specific geographic locations. In this article, we will discuss some steps that attorneys can take to optimize for local search and improve their chances of being found by potential clients in their area.

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  1. Claim and optimize your Google My Business listing
  2. Use local keywords and phrases in your website content and metadata
  3. Encourage local citations and backlinks
  4. My comprehensive Local SEO and Google My Business Guide

1. Claim and optimize your Google My Business listing

Google My Business is a free tool that allows you to manage your online presence across Google, including Search and Google Maps. By claiming and verifying your business listing, you can make sure that accurate and up-to-date information about your law firm is displayed to potential clients. This includes your law firm name, location, and contact information.

In addition to claiming your listing, it is important to optimize it by adding pictures, a detailed description of your services, and any relevant business hours or contact information. You should also encourage clients to leave reviews on your Google My Business listing, as this can help to improve your ranking in local search results.

For more information check out my comprehensive guide on Google My Business

2. Use local keywords and phrases in your website content and metadata

Using local keywords and phrases in the content of your website can help search engines understand that your website is relevant to users searching for legal services in your area. These keywords should be included naturally in your website's text, rather than being stuffed in artificially or in a way that seems spammy.

Some examples of local keywords and phrases that you might use on your law firm's website include:

  • The name of your city or region (e.g. "Los Angeles," "San Francisco Bay Area")
  • The names of specific neighborhoods or landmarks that are relevant to your law firm (e.g. "Downtown San Francisco," "Union Square")
  • Phrases related to your location (e.g. "San Francisco criminal defense lawyer," "Los Angeles personal injury attorney")

Incorporating these keywords and phrases into your website's content can help to improve your ranking in local search results and make it easier for potential clients in your area to find you.

Local keywords and phrases in your metadata

In addition to including local keywords and phrases in the content of your website, you should also include them in the metadata. This includes the page titles and descriptions that appear in search results, as well as the alt text for images.

The page title and description should be concise and accurately reflect the content of the page. They should also include local keywords and phrases to help search engines understand that your website is relevant to users searching for legal services in your area.

For example, if you are a criminal defense lawyer in Los Angeles, you might use a page title such as "Criminal Defense Attorney in Los Angeles | Your Law Firm Name" and a description such as "Get experienced legal representation from our team of criminal defense attorneys in Los Angeles. Contact us at 555-5555 for a consultation today."

Using local keywords and phrases in your metadata can help to improve your ranking in local search results and make it easier for potential clients in your area to find your website.

3. Encourage local citations and backlinks

Local citations are mentions of your law firm's name, address, and phone number on other websites. These can help to improve your ranking in local search results, as they provide additional information about your business to search engines.

One way to get local citations is to create profiles on local directories and review sites, such as Yelp or Avvo. These sites are often used by potential clients to find local businesses, so having a presence on them can help to increase your visibility and credibility.

You should also reach out to local business organizations or chambers of commerce and ask to be included in their directories. Many of these organizations have online directories that are accessible to the public, and being listed in them can help to improve your ranking in local search results.

List of places where attorneys can receive local citations

  1. Local business directories: Many cities and regions have online directories that list local businesses, including law firms. Examples include the Chamber of Commerce and the Better Business Bureau.

  2. Industry-specific directories: There are many online directories that specifically list attorneys and law firms. Examples include Avvo and FindLaw.

  3. Local news websites: Many local news websites have directories of local businesses, including law firms. You can often submit your business information to be included in these directories.

  4. Social media platforms: Many social media platforms, such as Facebook and Twitter, allow you to create a business page and include your contact information and location.

  5. Review websites: Websites like Yelp and Google My Business allow users to leave reviews and ratings for local businesses, including law firms. Encouraging satisfied clients to leave reviews on these websites can help to improve your online presence.

  6. Local blogs and online publications: Many local blogs and online publications feature profiles of local businesses, including law firms. You can reach out to these websites and ask to be featured in order to get a local citation.

Local business directories for attorneys

  1. Chamber of Commerce: Many cities and regions have a local Chamber of Commerce that maintains a directory of local businesses. You can search for your local Chamber of Commerce online and submit your business information to be included in their directory.

  2. Better Business Bureau: The Better Business Bureau (BBB) is a non-profit organization that maintains a directory of local businesses, including law firms. You can visit their website and click on the "Add Your Business" button to submit your information.

  3. Social media platforms: Many social media platforms, such as Facebook and Twitter, allow you to create a business page and include your contact information and location.

  4. Review websites: Websites like Yelp and Google My Business allow users to leave reviews and ratings for local businesses, including law firms. Encouraging satisfied clients to leave reviews on these websites can help to improve your online presence.

  5. Local blogs and online publications: Many local blogs and online publications feature profiles of local businesses, including law firms. You can reach out to these websites and ask to be featured in order to get a local citation.

Industry-specific directories

  1. Avvo: Avvo is a legal services directory that allows attorneys to create profiles and list their practice areas and contact information. You can visit their website and click on the "Add Your Law Practice" button to create a profile.

  2. FindLaw: FindLaw is a legal directory that allows attorneys to create profiles and list their practice areas and contact information. You can visit their website and click on the "Add Your Firm" button to create a profile.

  3. Justia: Justia is a legal directory that allows attorneys to create profiles and list their practice areas and contact information. You can visit their website and click on the "Add Your Firm" button to create a profile.

  4. Lawyer.com: Lawyer.com is a legal directory that allows attorneys to create profiles and list their practice areas and contact information. You can visit their website and click on the "Add Your Law Firm" button to create a profile.

  5. Lawyers.com: Lawyers.com is a legal directory that allows attorneys to create profiles and list their practice areas and contact information. You can visit their website and click on the "Add Your Law Firm" button to create a profile.

Review websites for attorneys

  1. Google My Business: Google My Business is a free tool that allows you to manage your online presence across Google, including Search and Maps. It allows users to leave reviews and ratings for businesses, including law firms.

  2. Avvo: Avvo is a legal services directory that allows attorneys to create profiles and list their practice areas and contact information. It also allows clients to leave reviews and ratings for attorneys.

  3. Yelp: Yelp is a review website that allows users to leave reviews and ratings for local businesses, including law firms.

  4. Lawyers.com: Lawyers.com is a legal directory that allows attorneys to create profiles and list their practice areas and contact information. It also allows clients to leave reviews and ratings for attorneys.

  5. Martindale-Hubbell: Martindale-Hubbell is a legal directory that allows attorneys to create profiles and list their practice areas and contact information. It also allows clients to leave reviews and ratings for attorneys.

Encourage backlinks

In addition to local citations, backlinks from other reputable websites can also help to improve your ranking in local search results. A backlink is a link from another website to your own, and they are often used by search engines as a way to determine the quality and relevance of a website.

There are a few ways you can earn backlinks for your law firm's website:

  • Create high-quality content that other websites want to link to. This could include blog posts, articles, or other resources that provide valuable information to users.

  • Reach out to other websites and ask them to link to your content. This can be especially effective if you have created content that is relevant to their audience and is likely to be of interest to them.

  • Participate in online communities or forums related to the legal industry. By contributing valuable insights or resources, you may be able to earn backlinks from other members of the community.

By encouraging local citations and backlinks, you can help to improve your ranking in local search results and make it easier for potential clients in your area to find your website.

Summary

Optimizing for local search can be an important way for attorneys to increase their online visibility and attract potential clients.

By claiming and optimizing your Google My Business listing, using local keywords and phrases in your website content and metadata, and encouraging local citations and backlinks, you can help to improve your ranking in local search results and make it easier for potential clients in your area to find you.

By taking these steps, you can help to build a strong online presence and increase your chances of success in attracting local clients.

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