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Local SEO for Lawyers and Attorneys

By Snap Agency October 8, 2020

Law firms need visibility just like any other business, no surprise there! And for many, that means local SEO. This is not as simple as inserting the right keywords; SEO for lawyers means staying up-to-date on Google My Business, local ads, and similar cutting-edge SEO tactics. Without further ado, let’s examine some of these tactics more closely and see how attorneys can incorporate them into their practices.

Google My Business

We’re not exaggerating when we say we love Google My Business. A one-stop shop for your company address, contact info, and a link to your homepage is ideal for boosting a law firm’s visibility quickly. Google My Business listings are also perfect for pairing with local SEO.

We’ve discussed programs like Google Search Console before, which help companies research and choose the best matches for keywords and keyword phrases. Once your law firm has conducted a little keyword research, you can pop said keywords right into your Google My Business post.

Let’s say, for example, that your law firm operates in Minneapolis, and standard search phrases include “best attorneys in Minneapolis, MN” and “Twin Cities professional law firm.” Does your Google My Business description include these phrases? Do FAQs, or answers to customer queries on your GMB listing, have them? It’s all about honing in on what your customers care about and search for the most—and directly addressing those points or queries.

Voice Search

Back in the days of yore, Siri or Alexa’s voice search was for asking silly questions with equally irreverent answers. Nowadays, voice search is a powerful marketing tool on mobile and personal computers alike.

Consider that 58% of people have used voice search to get info about a local business. You know how it is: you’re driving around in search of a fantastic professional service near you, and you ask Siri to find something within driving range. The same happens with attorneys; it’s more convenient to find a skilled lawyer in your area than drive miles out of your way.

Point being? Tailor your local SEO for voice search! One way to do this is by incorporating SEO keywords into featured snippets. These are the boxes of larger text you typically see at the top of a Google search, and they exist to answer the user’s question immediately. Over 40% of voice search answers come from these magical “answer boxes,” so remember that when writing content. While you can’t ensure you’ll be featured in a snippet yourself, structuring your writing as short answers to specific queries will boost your likelihood of that happening. For example, one of your FAQs could look a little something like this:

Q: “Who are the top local criminal law firms in Minneapolis, MN?”

A: “[Your Business Here] is a top local criminal law firm in Minneapolis, MN. We specialize in…”

See what we mean? Easy as pie.

Local Ads

There’s truly nothing like a good old-fashioned digital ad. And to be completely frank, that can mean so many things for a local law firm. Maybe that means partnering with a local influencer, or creating ads that reference specific locations in your metropolitan area. It could also mean brushing up on your knowledge of geofencing and developing ads that appear to users within certain pre-ordained geographic boundaries. This could simply be some thorough keyword research and incorporating those top search terms into your Google Maps Ad campaign. With SEO for lawyers, “local ads” sure does sound like a catch-all term, but we prefer to think of it as room to explore and innovate.

The (New) Google Screened

If you’re a professional service firm (*cough, cough* such as a law office), you should know about the all-new Google Screened! It’s sort of like being “verified” on Instagram, but for local businesses. Google Screened for lawyers means an extensive background and license check to make sure you’re the real deal. If you pass the test, you earn a green checkmark next to your business’s name. And if your client is caught between a local attorney with that green checkmark and an attorney without one, which one seems more reputable?

So what are you waiting for? Get your law firm verified on Google Screened before the market becomes oversaturated with those green checkmarks. It’ll do wonders for your business—especially if you act quickly. 

Snap: Spotlight on Local SEO for Lawyers

Local SEO for lawyers can be challenging; we get it. Standing out among the competition is hard enough, even without being held to such high professional standards. Luckily, here at Snap, we have a strong eye for detail and the latest and greatest SEO trends. For help navigating attorney marketing and the professional service landscape, we’re here to help. Give us a call today.

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