Top Tips to Improve Your Law Firm’s Local SEO

Over the last year, local SEO has become even more important for businesses across the country. And while running your own law firm can be a challenge even under ideal circumstances, our current health crisis has shown that you have to get creative if you want to reach the right people.

In many cases, that comes down to your online presence. When you want to connect with prospective clients in your area, having a digital marketing strategy focused on local SEO is crucial. But what exactly should you be doing to improve your local SEO this year? Take a look at the following tips. 

Make Certain Your Site is Mobile-Friendly

The move to mobile-friendliness is nothing new, but it’s worth repeating: your website needs to provide a consistent experience across all devices. That means that a web visitor viewing your site on their laptop computer should be able to easily access the same information as someone who’s using their smartphone to interact with your site. Make sure to focus on user-friendly navigation, content legibility, page load speed, and other key factors to ensure you aren’t leaving mobile users out in the cold. Because mobile users are also more likely to seek solutions nearby, you’ll inherently improve your local SEO by ensuring your site is responsive.

Ensure Your NAP is Consistent Across Local Listings

Your business NAP — which stands for name, address, and phone number — is crucial information that you’ll want to make as accessible as possible. You’ll want to have your NAP listed on your own website, of course, but many businesses (including law firms) will also utilize online directories. These citations can make it more likely that your firm will show up in local Google searches and can heighten your profile on legal sites like Nolo,,, and others. When you list your NAP on these sites, you need to be absolutely sure that this information is 100% consistent across each and every platform. Not only does that mean you need to look out for typos, but you’ll also need to use the same form of a given word (like “Street” vs. “St.”) in every listing. Google loves consistency, so even small discrepancies can make it more difficult for search engines to match different listings with your business info.

Claim and Update Your GMB Page

Google My Business is a free tool that law firms and other businesses can use to increase brand awareness and visibility in search results. Because it’s a Google tool, your GMB profile will typically be prioritized in search engine results pages. It’s also a platform that has a number of different features, including areas to list your products and services, add photos, respond to messages and reviews, and publish short blog posts. Claiming and updating your GMB profile on a regular basis can allow you to interact with clients directly, share new developments, and appear more readily in local search results.

Publish Blog Posts With Location-Specific Keywords

There’s a lot you can do to help your local SEO with off-site activities. But on your law firm’s website, you can also drive traffic from prospective clients within your service area. One of the best ways to do this is by creating blog posts that are optimized for local SEO. Instead of sticking only to overly broad search terms, make sure to include keywords that are specific to your firm’s practice areas and location. You’ll also want the topics to reflect the questions that people in your service area are asking — and provide them with viable solutions.

Local SEO is an essential part of any digital marketing plan. With these tips in mind, your law firm will be in a better position to reach prospective clients in your area.

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