Local SEO for Lawyers
TABLE OF CONTENTS
Local SEO for Lawyers & Law Firms
To target prospects in one or more geographical locations, local SEO will be of interest. In the search results on Google and Bing, the top ranking firms appear in one of two places:
1. In local maps
2. In organic search results
Below we explain local seo, specific to lawyers and law firm services, inclusive of who will benefit and where to start.

What Is Local SEO In The Context of Businesses Offering Legal Services?
Local SEO, or local search engine optimisation, is a specialised strategy that helps law firms increase visibility in local search results. This means appearing prominently when potential clients search specifically for local legal services.
Think search terms like:
- “Family lawyer near me”
- “Criminal defence lawyer Sydney”
- “Estate dispute Melbourne CBD”
In the legal industry, where trust and credibility is paramount, local SEO is more than just a digital marketing tactic, it’s a powerful way to build a solid local reputation and enhance it. Local SEO can enable your firm to be seen by those most likely to need your services, showcasing your expertise and experience in the areas you want to be seen in. This approach doesn’t just attract more local clients, it also has the ability to enhance a firm’s standing as a trusted local authority.
Local SEO is distinctly different from traditional marketing and advertising. It is about focusing on matching the legal service offerings (and all the ways in which people describe them), coupled with targeting of a geographic location or locations, to get in front of the audience that is demonstrating intent by the words they type into search engines that they are ready to seek legal advice.

How Is Local SEO Different from Other Types of SEO?
As explained in more detail on our main SEO page, the core areas of SEO include:
- Technical SEO
- On Page SEO
- Off Page SEO
Local SEO is a mix of all three in many ways. For it to have maximum impact, the website must have high performance scores, there needs to be references to the search terms on the pages of the website and local SEO also involves optimisation of profiles like Google Business Profiles and directory listings.
Who Local SEO Works Best For | Who May Not Benefit from a Focus on Local SEO |
---|---|
Firms with some existing online visibility or digital footprint | Firms with no existing online presence (do this first!) |
Local or regional firms targeting specific geographic areas | Firms looking for quick wins “We needed clients yesterday!” |
Boutique practices (e.g. family law, estate planning, criminal law) | National or international firms with less focus on local markets |
Firms with some understanding or willingness to learn SEO basics | Decision makers who have misconceptions about whether SEO works |
Firms with decision makers who know SEO is data-based and measurable | Decision makers who are not yet aware of SEO being a measurable marketing &/or advertising initiative |
Improving a firm’s local position in search results is achieved by a number of activities, including (but not limited to):
- Optimisation of web page content (including informative articles written for your target audience)
- Optimisation of Google Business Profile and Bing Places
- Consistency of firm details (e.g. name, address and contact number & email) across the web
- Reviews and ratings online
- Creation of locally relevant content on your site and social media profiles
In Australia, as at July 2024, the market share of Google usage versus other search engines across devices (desktop, tablet and mobile) is between 88% and 95%.
Search Engine Market Share Australia

Source: gs.statcounter.com
In addition to the regular ranking factors, Google local search algorithms take into account:
- Relevancy – accuracy of connection to search query typed into Google
- Distances – proximity between business and searcher’s location
- Prominence – taking into account a range of information indicating notability of your firm, including information taken from across the web, including position in search results.

Why Is Local SEO for Lawyers An Opportunity That Shouldn’t Be Overlooked?
Local SEO, like On Page SEO is a slow burn activity. The success comes from continued, consistent efforts that lead to results. Many times firms are looking for a quick win to bring in clients so if this is you, local SEO is something you need to start alongside the quick win avenues.
While we’re specifically talking about Local SEO in the context of online search results from search engines here, the principles of SEO are not an approach confined to search engine visibility and rankings. As people increasingly turn to social media platforms to learn and discover people, products, businesses and services, the same principles can be applied to social media. Visit this page for more information specific to Social Media SEO.
Key benefits for a focus on local SEO for lawyers and law firms:
- Improved Visibility Gives firms prominence in listings in your office location/ specific geographic area/s.
- Higher Relevance Ensures your firm name is discovered and connected to each of the specific services you offer (not just the practice area/s).
- Competitive Edge Concentrated efforts can position your firm as a top choice locally, outshining competitors who may not be as visible.

Is Local SEO Cost-Effective With a Good ROI?
Just like legal work, there are variables and degrees of quality of strategy and implementation and therefore, outcome.
To be considered both affordable and effective, engage an expert to either create a strategy for your team to roll out, or have proven experts in legal SEO do it for you. Core to the effectiveness is engaging someone who understands the nuances of legal services, your practice area/s and spends time asking you plenty of questions to shape your strategy.
Local SEO has the ability to offer a high return on investment, limited only by the strategy, monitoring and optimising of the approach for continuous improvement.
Unlike digital advertising which requires ongoing expenditure to stay in the top of search results, when undertaken properly and monitored, local SEO activities can provide an ongoing return on investment for a significantly lower investment, over the longer term.

The Local SEO You Can Do In-House
Some elements of local SEO don’t require hiring outside help, making it a viable option for firms of all sizes.
Your Google Business Profile account is one of those.
The best way to DIY Local SEO is to engage an expert to devise a data-backed SEO strategy for your firm. When you have the right information (search terms/keywords) to apply, and insights into each of the places to put that information, then you can effectively DIY your local SEO. We unpack more of what to know and do with your Google Business Profile below.

Where To Begin: Local SEO for Lawyers & Firms
When considering local SEO, law firms need a strategic approach to stand out in a competitive local market. It’s not just about showing up in search results, it’s about appearing in front of the right audience at the right time.
1. Get a Keyword Strategy
There are many tools available to search for the most relevant search terms/ keywords to use. Many of the free tools are inaccurate so exercise caution if you want to ensure effectiveness.
2. Update Your Google Business Profile
A free tool, your Google Business Profile (GBP) is the foundation of local SEO. Google is always adding new sections for business owners to improve their profile so make sure each section is completely filled out and up to date. And, if you have a team member who posts content on your website or social platforms like Facebook, Instagram, Tik Tok or elsewhere, consider sharing relevant content to your GBP profile too.
3. Optimise Your Website for Local Search
Could your website communicate your office locations and service regions, expertise and relevance more clearly? Most times the office location is on a website, often only on the ‘Contact Us’ page. For search engines to recognise your website as a source of specific legal services in a geographic location, this type of information needs to come through in a number of additional places.
Here are some recommendations:
- Include local keywords naturally in your content, such as your town/city, neighbourhood, and the services you offer.
- Create specific pages for each practice area and even services, optimised with local search terms.
- Ensure your website is mobile-friendly and fast loading, as most local searches are performed on mobile devices.
4. Leverage Client Reviews and Testimonials
As most lawyers know, positive client reviews play a significant role in local SEO success. Here are some tips:
- Where clients have provided positive feedback, encourage them to share their review on Google, Bing and other platforms.
- Ensure you respond to all reviews, both positive and negative, in a professional and timely manner.
- Add testimonials across numerous pages of your website to showcase your firm’s strengths and client satisfaction.
5. Maintain Consistent Information Across All Platforms
Consistency is key in local SEO. Make sure your law firm’s office locations, phone numbers, calendar booking links and practice information is the same everywhere online.
- Check that the firm name, address, and phone number are consistent across your website, social media, and legal directories.
- Use local directories and legal platforms to list your firm, enhancing your local presence.
- Monitor these listings regularly to keep them accurate.
By focusing on these key areas, your law firm can create a strong local SEO strategy that attracts more clients, builds your local reputation, and ensures sustained growth in a competitive market.


Source: gs.statcounter.com