Local SEO for Law Firms
Dominate your local market with proven local SEO strategies. From Google Business Profile optimization to citation building, Casey Meraz has helped hundreds of law firms achieve top local rankings.
Local SEO Credentials
What is Local SEO for Law Firms?
Local SEO for law firms is the specialized practice of optimizing your firm's online presence to appear prominently in local search results. When potential clients search for "personal injury lawyer near me" or "divorce attorney in [your city]," local SEO determines whether your firm appears in the coveted Google Maps results and local pack.
As a contributor to the Moz Local Ranking Factors study for five consecutive years, Casey Meraz has deep expertise in understanding what drives local search rankings for law firms. This research, combined with 15+ years of hands-on experience, informs every local SEO strategy he develops.
Why Local SEO Matters for Attorneys
Legal searches are inherently local. People facing legal challenges need attorneys who can represent them in their jurisdiction. Consider these search behaviors:
- "[Practice area] lawyer near me" - The most common legal search pattern
- "Best [practice area] attorney in [city]" - High-intent searches with local modifiers
- "[City] law firm" - Brand-building local searches
- Google Maps searches - Users searching directly in Maps for nearby attorneys
Without strong local SEO, your firm is invisible to these high-intent searchers who are actively looking for legal help in your area.
The Local Pack: Your Prime Real Estate
The local pack (also called the "3-pack" or "map pack") appears at the top of search results for local queries. It displays three businesses with their:
- Business name and rating
- Address and phone number
- Hours of operation
- Website link
- Directions button
Appearing in the local pack dramatically increases visibility and click-through rates. For law firms, a local pack position can mean the difference between getting calls and getting overlooked.
Casey's Local SEO Methodology for Law Firms
Based on years of research and practical experience, Casey has developed a comprehensive approach to local SEO specifically tailored for law firms:
1. Google Business Profile Optimization
Your Google Business Profile (formerly Google My Business) is the foundation of local SEO. Complete optimization includes accurate business information, strategic category selection, compelling photos, service listings, and regular posts. Read our detailed guide on Google Business Profile for lawyers.
2. Citation Building and NAP Consistency
Citations are mentions of your firm's name, address, and phone number (NAP) across the web. Consistency across all citations—legal directories, review sites, local business listings—is critical for local rankings. Inconsistent information confuses search engines and damages rankings.
3. Review Strategy
Reviews are a significant local ranking factor and a trust signal for potential clients. An ethical review strategy focuses on making it easy for satisfied clients to leave reviews, responding professionally to all reviews, and addressing negative feedback constructively.
4. Local Link Building
Building backlinks from local sources—local news sites, community organizations, local business associations—signals geographic relevance to search engines. This includes sponsoring local events, participating in community activities, and earning local press coverage.
5. Local Content Development
Creating content that targets local searches—"[Practice area] laws in [state]," "[City] court procedures," local legal news commentary—establishes your firm as a local authority and captures long-tail local traffic.
6. Technical Local Optimization
Technical elements including local business schema markup, location-specific landing pages, and proper NAP placement on your website all contribute to local SEO performance.
The Moz Local Ranking Factors Research
Casey's contributions to the Moz Local Ranking Factors study helped establish industry understanding of what actually moves the needle in local SEO. The research identified key factors including:
- Google Business Profile signals - Category relevance, proximity, keyword in business name
- Link signals - Domain authority, local link acquisition
- Review signals - Quantity, velocity, diversity, and response rate
- On-page signals - NAP on site, local schema, local content
- Citation signals - Consistency, volume, authority of citation sources
- Behavioral signals - Click-through rates, mobile clicks to call, check-ins
This research informs every local SEO strategy Casey develops for law firms, ensuring recommendations are based on data, not guesswork.
Published Expertise: The Ultimate Local SEO Audit
Casey authored "How to Perform the Ultimate Local SEO Audit", a comprehensive methodology guide for analyzing and improving local search performance. This book has helped thousands of marketers understand the technical and strategic aspects of local SEO.
"Local SEO for law firms isn't just about appearing on the map—it's about appearing when and where potential clients are actively searching for legal help. That requires deep understanding of both local search mechanics and the unique needs of legal consumers."
Key Local SEO Factors for Law Firms
The essential elements of a successful local SEO strategy for attorneys.
Google Business Profile Optimization
Complete profile setup, category selection, service area configuration, and ongoing optimization for maximum local visibility.
Citation Building & Management
Consistent NAP (Name, Address, Phone) across legal directories, review sites, and local business listings.
Review Generation & Management
Ethical strategies to generate authentic client reviews and respond professionally to build trust.
Local Link Building
Building authoritative local backlinks through community involvement, sponsorships, and local PR.
Local Content Strategy
Creating location-specific content that targets local search queries and establishes geographic relevance.
Technical Local SEO
Schema markup, local landing pages, and technical optimizations that signal geographic relevance to search engines.
Google Business Profile Optimization for Lawyers
The step-by-step process for maximizing your law firm's Google Business Profile.
Complete Profile Setup
Every field filled out accurately—business name, address, phone, website, hours, and service areas.
Category Selection
Primary category as your main practice area, with secondary categories for additional specialties.
Photo Optimization
Professional photos of your office, team, and attorney headshots with proper naming and alt text.
Service Listings
Detailed service descriptions for each practice area you handle.
Google Posts
Regular updates about firm news, case results (where permitted), and legal insights.
Q&A Management
Proactively adding and answering common questions potential clients ask.
Master the Google Maps 3-Pack
Watch Casey's in-depth guide on how law firms can dominate local search results:
Related Expertise
Local SEO is part of a comprehensive law firm marketing strategy.
Law Firm SEO Expert
Comprehensive SEO strategies including technical optimization, content marketing, and link building.
Attorney Marketing Expert
Full-funnel marketing strategies including SEO, PPC, content, and reputation management.
AI Marketing for Lawyers
Generative Engine Optimization to ensure AI systems recommend your firm.
Frequently Asked Questions
What is local SEO for law firms?
Local SEO for law firms is the practice of optimizing your online presence to appear in local search results when potential clients search for attorneys in your geographic area. This includes Google Maps, the local pack (3-pack), and location-based organic results.
Why is local SEO important for lawyers?
Most people searching for legal help include location terms like "personal injury lawyer near me" or "divorce attorney [city]." Local SEO ensures your firm appears prominently in these high-intent local searches, driving qualified leads from your service area.
What are the most important local SEO ranking factors for law firms?
The top factors include Google Business Profile optimization, review quantity and quality, citation consistency (NAP), local link building, on-page local signals, and proximity to the searcher. Casey's Moz Local Ranking Factors research contributed to industry understanding of these factors.
How long does it take to see local SEO results?
Local SEO typically shows initial improvements within 3-6 months, with significant results in 6-12 months. Factors affecting timeline include competition level, current baseline, and the aggressiveness of optimization efforts.
What makes Casey Meraz a local SEO expert for law firms?
Casey contributed to the Moz Local Ranking Factors study for five consecutive years, authored "How to Perform the Ultimate Local SEO Audit," and has helped hundreds of law firms dominate their local markets through ethical local SEO strategies.
Ready to Dominate Local Search?
Let's discuss how local SEO can help your law firm attract more clients from your target geographic area.