If you are an attorney looking to increase your online visibility, optimizing your website is the first step. The tactics below cover local map pack rankings, web design, citations, links, and client reviews, all drawn from standard attorney SEO practice.
Optimizing for local map pack and organic listings
Local SEO for attorneys means optimizing for both the Google map pack and organic listings. The map pack is a separate section of Google Search results focused on local businesses.
Google’s local search algorithm is different from the general search algorithm. It decides which businesses appear in the pack and checks that results are relevant. For example, a search for “Doctor Las Vegas” may return only that doctor’s office in the pack.
Ranking in the pack makes it easier for consumers to find your business. They can see your hours of operation and click to call. The pack also gives you a chance to convert visitors into customers.
To rank in the pack, you also need to optimize your Google Business Profile. That means claiming your business and updating your information.
Creating an appealing web design
Creating an attractive site takes more work than it looks. Whether you are building a new site or refreshing an existing one, you need to account for several factors.
To keep visitors on the page and coming back, your website needs to be visually appealing and easy to use on any device. A responsive design that adapts to different screen sizes is a standard approach, and most designers are familiar with it.
Getting citations and links to your site
For a law firm, citations and links are critical to a successful SEO campaign. They help search engines understand your content and rank your website higher in the search engine results page (SERP).
Get citations and links from websites relevant to your legal practice. This helps Google understand the information you provide and increases the chance that users stay on your page longer. A quality link uses natural anchor text.
To build links, look for local directories. These sites help you get discovered by searchers and can improve your organic ranking. Popular directories include FindLaw, Justia, and LegalMatch.
Getting reviews out of clients
The best way to improve your search engine ranking is to engage clients in a positive feedback loop. One way is to ask clients to leave a review on sites such as Yelp or Google. You can also use a tool like the BBB to connect with clients.
Spend time with your current clientele to gather reviews. With a little research, you can turn clients into word of mouth advocates. Reviews let potential clients know you are more than just another law firm.
You can find these reviews on Google’s local panel, which appears in the right hand sidebar of Google search results. The panel helps local businesses connect with each other and shows how clients perceive your services. Getting reviews takes effort, but there are tools designed to simplify the process.
FAQ
What is the Google map pack and why does it matter for attorneys?
The map pack is a separate section of Google Search results that focuses on local businesses. Ranking in it makes it easier for consumers to find your firm, see your hours, and click to call.
Which directories should law firms use for citations and links?
Popular directories for law firms include FindLaw, Justia, and LegalMatch. Citations and links from sites relevant to your practice help Google understand your content and improve your organic rankings.
How do client reviews help attorney SEO?
Client reviews on sites like Yelp and Google signal trust to search engines and potential clients. They appear on Google’s local panel and help convert searchers into clients.