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BRIAN CRAIG | Legal Marketing
Mastering Local SEO For Your Law Firm
Have you ever been looking for something online, and used the search query “near me” or
added your city to your search? If so, you’re not alone. Recent studies show that almost 50 percent of Google searches have local intent – that is to say, the searcher is looking for a busi- ness or service geographically nearby.
Based on that stat, it’s not hard to understand why law rms are paying special attention to Local SEO recently. As most searches are done through Google, we pay the most attention to Google’s service for local search, called Google My Business.
WHAT DO PEOPLE LOOK FOR ON GOOGLE MY BUSINESS?
No. 1: ey want to know if you’re open. People search for your rm to nd out if you’re open. ey don’t want to visit your website or may not even want to make a phone call. ey want an immediate answer.
No. 2: ey want to know how to nd you. People who want to visit your rm will most likely search for you online and use the convenient directions button to use the navigation app of their choice to get to your rm.
No. 3: ey may want to call you. Is there a question they have that can’t be quickly answered via your website or Q&A? Make it easy for them to call you and get the info they’re looking for.
No. 4: ey want to know if they can trust you. If they aren’t already familiar with your rm, and they are looking for a lawyer near them that practices in a certain practice area, building trust and establishing social proof is even more critical than normal.
HOW CAN YOU MAKE IT EASY FOR THEM?
No. 1: Keep information up to date. Keep information (hours, address, phone number, etc.) current on your online pro les, including Google My Business, Facebook, Bing Places, Avvo, and more.
No. 2: Have a process to get reviews. Reviews are critical in building social proof and trust for your rm. Have a process in place to get reviews on Google from your clients. When you do get reviews, professionally engage and respond whether the review is positive or negative.
No. 3: Use photos. Having photos of you, your team, and your o ce helps build trust with potential clients.
No. 4: Question & Answer. Google My Business has a section of your listing where potential clients can ask questions and you can answer them. Monitoring and interacting with clients here can help build trust and also answer questions for other potential clients that may have the same question.
No. 5: Use Google Posts. You’re generating regular content for clients on your blog (right?). Publish that content through your Google My Business listing to get more visibility to the great content you’re creating and generate more tra c to your website.
No. 6: Don’t spam. Always use your rm’s actual name in the business name eld. Never use something like “Raleigh Personal Injury Attorney – Firm Name.” at’s asking to be agged and lose any credibility your listing has built up.
AttorneyAtLawMagazine.com
MEASURING RETURN ON INVESTMENT ON LOCAL SEO
Great, you’ve got a solid, optimized Google My Business presence. Now what?
As you continue to research what clients are looking for and further improve your listing, you’ll want to know what is working and what isn’t so you can optimize the dollars you’re spending on marketing.
Although Google has a tool in the Google My Business portal called Insights, it has its limitations. We recommend using additional analytics tools such as Google Analytics and call tracking numbers to get full visibility into where clients are coming from and how they’re contacting you. With Google’s Insights function, calls can only be tracked with people who use the “click-to-call” function, and not the ones who physically type your number in their phone.
BRINGING IT ALL TOGETHER
If you’re marketing state-wide, or even in a large metro area, digital marketing for law rms is one of the most di cult verticals to compete in and requires speci c expertise. Traditional SEO e orts in these situations are very competitive and usually require signi cant sustained spend in order to stay at the top of rankings.
However, there are relatively quick wins to be had on the local SEO side of things, as many attorneys either aren’t focusing on local SEO at all or aren’t embracing best practices. By making it easy for your clients to nd the information
they’re looking for, you can give your rm an advantage in the competitive legal marketplace.
Brian Craig is the founder and CEO of LegalScapes, a full-service digital marketing agency that works solely with law rms. With over 15 years of experience in online marketing, Brian helps lawyers across the United States get more clients through the Internet. When not working with clients, you’ll nd him playing basketball, going to Carolina games, and planning the next adventure with his wife and two daughters. Drop Brian a line at brian@ legalscapes.com, (919) 646-8707, or visit us on the web at www.legalscapes.com.
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