As if law isn’t complicated enough, now you also have to know local SEO for lawyers! Luckily for you, we’ve got you covered.
When people need legal help, they don’t hop in their cars and drive across states to go to a well-known lawyer to get some advice. These days, especially with how powerful the internet has become, most people just do a quick Google search for “lawyers near me,” and boom—they’ve got options.
So, if you’re a lawyer who wants to have a wider reach, becoming present and visible online could be the solution for that. But not because you set up a website and put your contact details in there, then clients would automatically follow. Unfortunately, it doesn’t work that way.
What you have to do is tap into local SEO and optimize your content so that it’ll target specific people within your area. Google itself said that over the past few years, searches with the qualifier “near me” have grown 150% faster than searches that don’t include that term.
That said, if people are searching for “lawyers near me,” they’re already looking for legal help—which means they could be your next clients. That’s where local SEO comes in. But what exactly is law firm local SEO, and why does it matter for your practice?
What is local SEO?
Local Search Engine Optimization (Local SEO) is the process of optimizing a business’s online presence to attract more customers based on relevant local searches. Unlike traditional SEO, which might bring traffic or new customers from anywhere, local SEO focuses on connecting you with potential customers within your proximity.
Say you’re craving some chicken wings, so you hop on Google and type in “chicken wings near me.” Instantly, Google pulls up a list of nearby restaurants that offer your cravings—those are local search results in action.
If your business serves a specific area—like a law firm, restaurant, or medical practice—you need to tailor your content for local searches. For a small business to succeed, it has to establish a strong presence in its own community first. That way, you’re not just attracting new customers but also building a solid local reputation that keeps them coming back when they need you again.
Now, local SEO involves several strategies that enhance visibility in search engine results, particularly in Google’s local search pack and Maps. Let’s take a quick look at these strategies you can do to increase your law firm Local SEO.
Set up and optimize your Google Business Profile (GBP)
One of the very first things you can do to local SEO is to set up your Google Business Profile (GBP). This is a free tool provided by Google that allows businesses to manage their online presence across Google’s services like Search and Maps. You can think of GBP as an online catalogue of your business where you can provide your potential customers with the essential information of your business like name, address, phone number, operating hours, and the like.
For you to fully maximize your GBP, you can do the following optimization tips:
- Provide accurate and complete business information — You want your business to stick in people’s minds, so it’s important that all information you share is accurate and complete. This includes your updated business hours and contact details.
- Choosing the relevant business categories — If you’re in a niche industry or a specialized field, it’s important to label your business correctly. For example, if you specialize in personal injury law, don’t just list yourself as a general lawyer—be specific so potential clients know exactly what you offer.
- Adding high-quality images and videos — Another great way to make your business stand out is by showing people what you have to offer. Share photos or videos of your business to catch the attention of locals and encourage them to check you out.
- Encouraging and responding to customer reviews — When building your local presence, word-of-mouth is key. Encouraging past customers to leave reviews helps attract new ones, creating a network of recommendations that strengthens your business’s reputation and growth.
Be consistent with your NAP
Have you ever looked up a store online, only to find different phone numbers listed? Now you’re stuck wondering which one is right—or worse, if either of them even works. This is truly frustrating, and this would make me personally look for similar businesses that have more accurate information.
This is why it’s so important to keep your Name, Address, and Phone Number (NAP) consistent everywhere online. When your details match across directories and social media, both search engines and customers see your business as trustworthy. But if your information is inconsistent, search engines can get confused, which might hurt your rankings.
Make more localized content
Another way to increase your local visibility is to speak directly to your local audience through blog posts and content. For example, if you run a law firm in New York City, you could write blog posts that answer common legal questions in that specific area’s laws.
You can also feature past local clients on your website! This adds credibility to your business because potential customers can see real examples of your work. Plus, it makes your business feel more personal and relatable.
Improving your website’s On-page SEO
On-page SEO is another important part of local SEO because it helps search engines understand where your business operates and who it serves.
But what is on-page SEO? This practice is about optimizing elements within your website’s pages to improve search engine rankings and user experience. This includes making high-quality content, customizing title tags, adding meta descriptions, personalizing URLs, optimizing images, and internal linking.
If you want to improve your online local presence, then you can incorporate geographic signals throughout your website. Here are some examples of what you can do:
- Use location-based keywords strategically — Search engines assess the keywords you use to determine the relevance of your webpage. That said, you can include location-based keywords in your title tags, meta descriptions, subheadings, and even in your URL.
- Embed a Google Map on your contact page — People rely on Google Maps more than you realize! So, embedding a map on your Contact Us page with your full address and phone number will make it easy for your customers to locate your business. Plus, it helps search engines recognize your business as a local one, increasing your chances of showing up in local search results.
- Using structured data markup — Also known as a schema markup, this is a type of code that helps search engines better understand the details and content of your website. By adding this, you’ll provide Google with key information like your NAP, business hours, offered services, and customer reviews.
Earning local backlinks
Building a reputation takes more than optimizing your website and producing quality content. It’s also about building connections—and you can do that by earning local backlinks.
Backlinks—links from other websites redirecting to yours—are a key ranking factor, especially in local SEO. These links should come from reputable local sources like news sites, business websites and directories, or known community organizations. With these backlinks, you’re making your business more credible and trustworthy—something that search engines favor.
Here are some of the ways you can earn backlinks that will improve your local presence:
- Get featured in local news and press;
- Collaborating with other local businesses through partnerships or cross-promotions;
- Sponsor or participate in community events in your area;
- Get listed in online directories like Yelp, your local Chamber of Commerce (perhaps the NGLCC?), and other local business associations;
- Partner with local bloggers and influencers
Optimizing law firm local SEO — why is it important?
In today’s digital world, people in need of legal services would often start with a quick Google search. Gone are the days when people had to sift through physical directories or rely on word-of-mouth alone.
That said, if your law firm isn’t showing up on those Google search results, then you’re missing out on potential clients and other business opportunities. That’s why local SEO is important—it helps your practice rank higher, making it easier for future clients to find you.
Some of the other benefits of optimizing your local SEO are the following: getting featured in Google’s Local Pack, out-competing other law firms, attracting more local clients, long-term cost-efficiency, building credibility and trust, and so much more.
Getting featured in Google’s Local Pack
Google’s Local Pack is a feature in Google Search that highlights the top three local businesses based on factors like relevance, distance, and prominence. This shows essential details such as business name, address, business hours, and customer reviews.
Being in the Local Pack might boost your business’ visibility because Google itself is showcasing you to possible clients that might avail your services.
Competing with other law firms
The legal industry is highly competitive. So, if your firm doesn’t rank well in local searches, then potential clients might get your competitor’s services instead.
Strong local SEO strategies will help you stand out from other legal practitioners in your area. Plus, it helps you build your reputation, especially if you’re offering specialized legal services.
Attracting more local clients
When someone searches for “attorney near me” or “legal help near me,” they’re looking for a lawyer who’s near and who they can easily connect with—someone local who understands their needs. If your firm doesn’t show up in these searches, potential clients may never even know you exist.
That’s why you have to be very specific and detailed when it comes to optimizing your local SEO. You want these potential clients to know that you’re near them and you’re available to provide aid to their urgent needs.
Caption: Redditor sharing about how SEO services are needed for law firms.
Cost-saving in the long run
Investing in SEO might seem like an unnecessary expense, but SEO can be a powerful sales tool when done right.
Ranking on Google’s first page gives you a better chance of potential clients finding and reaching out to you for legal help. This not only brings in more business but also strengthens your firm’s credibility and reputation.
Plus, unlike traditional ads where visibility depends on the budget you allot to it, SEO gives long-term benefits. A well-optimized website will continue to rank and attract clients for a long period of time, given that it’s regularly updated and maintained.
Building credibility and trust
Being near and available isn’t just what you need to thrive as a local law firm—you also want to be a law firm that they can trust.
A well-optimized online presence—with positive reviews, compelling case studies, and localized content—impacts your law firm’s credibility. When potential clients see a strong and consistent track record, they’ll be more likely to choose you over the competition.
Working with Pepitone Law on local SEO
When I began working with Dan Pepitone of Pepitone Law, I could already tell he was doing something right. His practice focuses on supporting mental health professionals—those building their own practices—which is a niche that deeply values trust, clarity, and professionalism.
From his analytics, it was clear: people like and trust him. One of his top-performing keywords (besides his name) is “PLLC formation.” In New York State, forming a PLLC (Professional Limited Liability Company) is a critical step for licensed professionals, including therapists, who want to legally and ethically run their own practice. That keyword is not only relevant—it’s hyperlocal and tied directly to a specific service he provides in a specific region. That’s local SEO gold.
Dan took a smart first step and booked a small business SEO audit with me. From there, we identified several key areas for improvement.
One of the main challenges? Squarespace. While Squarespace served his needs early on—and it still works well for what he needs—it also limits how much technical SEO optimization we can do, particularly around page speed, image formats, and server-level control.
It’s not a deal-breaker. But if Dan ever wanted full SEO control—like clean code, fast image formats like WebP or AVIF, or easier plugin integration—moving to another CMS like WordPress could be a game-changer. The important part is that he has the data to make an informed choice, and that’s what a good SEO audit should provide.
What this law firm is doing right with SEO content (and what could be better)
Let’s talk about the content side of local SEO because this is where Dan is already on the right path.
He wrote the content mostly himself. It’s clear, helpful, and rooted in actual experience. That alone gives him a huge advantage over some law firm sites with generic, keyword-stuffed pages written by non-experts. When someone searches for help forming a PLLC or working through practice formation in New York, they’re getting real insight from a lawyer who knows that world.
But good content can always be improved—and scaled. Here’s what we could do next:
Build out location-based pages
- Create dedicated service pages targeting different areas in NY (e.g., “PLLC Formation for Therapists in Brooklyn” or “Starting a Private Practice in NYC”).
- Include neighborhood-specific language and FAQs to build geo-relevance.
Add more supporting content
- Blog posts that address related legal concerns for therapists and mental health professionals in NY:
- “What Therapists Need to Know About NY State Compliance”
- “Should You Form a PLLC or an LLC for Your Private Practice?”
- These posts can target long-tail, localized keywords and answer exact questions his potential clients are Googling.
Optimize his Google Business Profile content
- Regularly post updates from his blog to GBP
- Add location-specific services in the Services section
- Encourage more local reviews, especially from therapists or wellness practitioners
Use testimonials strategically
- Feature quotes from satisfied clients (with permission) on service pages
- Structure them around location + service, e.g., “Dan made my PLLC process simple and stress-free as a Brooklyn-based therapist.”
Dan’s content is strong because it’s written by a lawyer, for the people he serves. That alone makes it effective. But with some targeted enhancements—local service pages, helpful blog content, and expanded GBP use—he can move from good SEO to great, without needing a complete overhaul.
And as for Squarespace? It works for now. But with an eye toward long-term growth, having more control over speed and structure on a platform like WordPress may be worth considering down the line.
Take tips on local SEO for lawyers from an expert
Optimizing your law firm’s local SEO can feel overwhelming, especially if you’re planning to DIY it. That’s where a good SEO strategy could be helpful.
At Marketing by Rocio, we’re here to make the process easier and help you get the results you have in mind. Backed with experience helping local attorneys improve their online presence, we offer SEO services that are tailored to your specific needs.
Book a consultation with us today!
