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Local SEO For Lawyers: How To Win More Clients In 2022

How important is local SEO to your law firm? Local SEO for Lawyers is quickly becoming one of the most in-demand legal marketing services. Since prospective clients frequently use search engines like Google to find lawyers in their region, search engine optimization (SEO) is one of the most effective marketing tactics for your law firm. A simple search for “personal injury lawyer” near me or “London lawyer” is likely to bring up a number of law firms.

In 2014, two million online searches on legal subjects were made every day in the UK and since 93% of online experiences begin with a search engine query, it tells you how much SEO is a great lead generation strategy. You’re constantly competing for the top spots to attract new clients. 

If you own law practice, you’ll want to go to the top so that your firm stands out from the crowd. To accomplish this, you’ll need to build a local SEO strategy that targets local clients.

In this article, you’ll learn how to use local SEO to develop a local presence for your legal business, boost online exposure, and attract more local clients.

What is Lawyer SEO?

Search Engine Optimization (SEO) is the technique of boosting the quality and quantity of search engine traffic to a website or a web page. SEO for lawyers applies to law firms. It is the technique of increasing traffic to a legal firm’s website by gaining first-page ranking positions on search engines.

Understanding how to ensure that your law firm stands out from your competitors will define the difference between success and stagnation as competition to gain and keep clients grows in this market.

Lawyer SEO is one of the most powerful strategies you can use to improve your online visibility in the main search engines, alongside content marketing and social media. It enables you to build genuine, mutually beneficial relationships with possible future clients.

What Is Local SEO for Lawyers?


Local SEO requires optimizing your website for local – or geo-specific – searches. That means you can try to rank for localized search phrases (like “best lawyer in Bournemouth”) so that if someone is seeking service in their local location, they can find you.

Local SEO is a type of search engine optimization that targets queries with local intent. Here are a few reasons why lawyers should invest in local SEO services.

  • The majority of people start their search for a good lawyer by looking online.
  • Many law firms have received new cases as a result of their website.
  • Almost all of the searches are done on Google.

How Does Local SEO Differ From Regular SEO?

Local SEO varies from the normal SEO because it focuses on attainable higher ranks for searchers who are within the same geographic location as the business. 

Why is Law Firm SEO Important?

The way consumers find, research, and choose a law firm moves toward search engines.

The UK’s legal marketing industry is highly competitive. If you run a law firm and want to generate new clients as part of your marketing strategy, much of your success depends on whether or not you can be found on search engines. For your legal practice to generate the most internet inquiries, great SEO is essential. 

It’s no longer just about keywords; it’s about creating, publishing, and distributing fantastic content based on extremely accurate keyword research, as well as attracting powerful links and signals to your content, as well as a great social media distribution and other important variables.

To succeed online, it’s vital that new and current customers can quickly find you while looking for services that are relevant to your offering.

Local SEO Strategies For Lawyers 

Photo by August de Richelieu from Pexels

Below, we have listed the major components of local SEO for law firms, along with how to implement them on your site so you can start attracting more local clients.

Website Optimization

The first step in local SEO for law firms is to optimize your website, as you’ll need a speedy, functioning and SEO-friendly site to attract organic visitors. If you already have a website, you can pay attention to both on-page and technical SEO best practices to address any on-site problems.

Fixing broken links, optimizing your website’s load speed, including your target keywords into your page titles and site content, and creating a user-friendly site structure are all examples of this.

If you’re creating a new website, be sure your web developer is familiar with SEO and can create a site that is both search engine and user friendly. You’ll have a greater chance of ranking in local search results if your website runs quickly, is easy to use, and can be indexed by search engines.

Actively Manage Your Online Reputation

Reviews can make or break your online presence. Regardless of your rankings, if you have bad reviews, people will find it hard to trust you. 

When it comes to enhancing your law firm’s authority, online reputation, and search engine results, positive customer evaluations can help a lot. Google reviews have found that they contribute around 15% to your overall local SEO ranking.

Mobile User Experience


The majority of internet searches are now done on a mobile device, such as a smartphone or tablet. Users who search on smartphones are more likely to take the intended action. Most potential customers use their phones to search for information and to confirm appointments.

  • The average UK spends 148 minutes on a mobile device.
  • Smartphones make up to 47.3% of online traffic in the UK.

As a lawyer, you’ll want your site to be mobile-friendly so prospective clients can navigate your site from their mobile devices. Google is now a mobile-first index. As such, your law firm website needs to be built first for the mobile web and optimized for mobile search. 

Yet many law firms have not optimised their websites for mobile, and for most, it is losing them hundreds (if not thousands) of website visitors every month. You can use Google’s Mobile-Friendly Test tool to provide you with a report of where you need to improve and what to do to fix issues. 

  • Increase font sizes and reduce the amount of text
  • Pay attention to your design 
  • Ensure your site loads fast
  • Update all aspects of your site 
  • Reduce large images 

When clients are looking for a lawyer, they usually start by asking a question about their pain points.

As a result, if you load your blog with a great question and answer-based material, your law practice will begin to show up for the hundreds or thousands of legal-related queries that your local clients are searching for.

Leverage Authoritative Lawyer Directories

Lawyer directories are useful for a variety of reasons. They also serve as a source of citation dissemination for your legal firm’s local business data The more citations you may get, the more trust and authority your legal firm’s location will gain.  

Backlinks can also be found in lawyer directories. Although not all of them are do-follow, a large number of them are. Regardless, gaining backlinks from these High A legal directories will boost your law firm’s Google ranks significantly.

Create Valuable Content

The content of your website tells visitors what you do, how you can help them, and how they can get in touch with you. When you employ localized keywords in the titles, meta descriptions and body of your web pages, it also works to attract organic traffic.

Use keyword research tools like SEMrush to locate terms that are relevant to the location you serve and the services you provide while conducting keyword research for your law firm content strategy.

You should develop useful content that appeals to your client’s interests once you’ve identified the keywords you want to target. To rank for these terms in local search, naturally, sprinkle your target and relevant keywords across the page.

Google My Business

Google My Business is a free online directory that allows you to register your business information in order for it to appear in Google Maps. Always ensure your Google My Business account is regularly updated.

  • Edit the local listing for your business that appears when people search for a service.
  • Include your company’s address, hours of operation, website URL, social media connections, contact information, and photographs.
  • Professional photographs of your business and employees are also a good bonus.

Although business directories do not have a direct influence on improving SEO, if Google detects that there are multiple different addresses, phone numbers or website URLs for your business across the internet, it will confuse the algorithm and therefore not recommend your website to its users.

Therefore, it is important that you not only claim your associated business pages but ensure that all the information they contain is updated and accurate.

How We Can Help

So there you have it: our top eight recommendations for boosting local SEO and search engine ranking in 2022. These points will improve the local SEO for your law firm, making you rank high on Google maps and increasing your local visibility.

If you’re unsure as to whether your local SEO strategies for your law firm are optimized or if you’re not sure how to get started, you can schedule a free consultation. We can help you achieve your desired results.

FAQs On Local SEO For Lawyers

Lawyers and legal firms require SEO services. Local SEO is very crucial for lawyers. If potential clients can’t discover lawyers on Google, or if their client’s reviews aren’t there, it could hurt a law firm’s ability to attract new clients.

If you opt to hire someone to assist you with your SEO efforts, the cost will be determined by your specific marketing goals and who you choose to work with. The cost of local SEO for lawyers is also determined by the number of practices you manage, the amount of Google My Business listings you have and other factors.

Search engine optimization (SEO) makes legal firms more visible on Google and other search engines including Google Maps.

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