SEO Suggestions: Improve Your Local SEO

December 11, 2020
man on phone

Like any other SEO strategy, the purpose of local SEO is to bring more clients to your site and therefore give you more business. Local SEO mostly focuses on the Google listing on the right-hand side of your search results, listings that display local business information. This listing will show a map of nearby businesses and services, and Google will typically show three listings, with links to view more information. Local SEO will benefit your law firm’s physical location advantage, so potential clients can find you easier.

Especially with a service that targets local clients, such as your law firm, local SEO is crucial to increase your business. When it comes to local SEO, consistency is king. 

Here are some tips to improve local SEO for your law firm website: 


The first thing you can do to improve your local SEO is to ensure your name, address, and phone number (NAP) are accurate, complete, and consistent across all your online directories and listings. 


You should ensure your firm name contains the same abbreviation or format on your website everywhere it’s listed. For example, if on your website your firm name is listed as “The Law Offices of John Doe,” and your other directories list your firm name as, “Doe Law Firm,” you’ll want to update those so that they all match with each other. If you ever update your firm name, one of your first items of business could be to update the name across all listings.


Your address should also be consistent. If you’ve recently moved office spaces, be sure to update that information everywhere. This will help Google pinpoint a clear location on Google maps for your business, and you’ll want to include your address and a map on your website itself (you could have this at the bottom of every page and/or on your contact page). 

Phone Number

Keeping your phone number consistent on listings can be difficult, especially if you have multiple numbers for your firm. However, in order to build your credibility in Google’s eyes, you’ll want to make sure the number is consistent. You may also want to have your phone number clickable on your law firm website

Online Presence

You may be wondering what websites and platforms you should be checking to make sure your information is consistent, here are a few places to consider:

  • Social media platforms, such as Facebook, Twitter, and LinkedIn
  • Niche directories, such as legal directories your firm is listed on
  • Review sites, such as Yelp
  • Map listing sites, such as MapQuest

Keeping your NAP consistent is your first step to building your SEO, and after you do this, you’ll want to claim your Google Business listing. 

Google Business Listing

If you Google your firm name and look to the right-hand side of the search results, you may see something that says, “Claim this business.” You’ll want to claim your business to increase your credibility and SEO. Below are some things you can customize on your listing, and if you’ve already claimed your listing, you can double-check that the information is accurate and (of course) consistent. 

  • Your firm’s NAP (name, address, phone number)
  • A URL link to your current website’s home page
  • Your firm’s category of business (Google has a provided list to choose from)

After you claim your Google Business Listing, here are some other things you can customize:

  • Additional descriptions that show your firm’s unique approach and services
  • An additional phone number (after your primary one is already listed)
  • Images that are shown
  • Business hours (especially if business hours temporarily change)
  • Responses to both good and bad reviews

Reviews in particular are a great way to boost your firm’s online presence and SEO. 

Client Reviews

Once you’ve claimed your Google Business Listing, you’ll want to encourage your clients to leave reviews on the listing. You can encourage your current and past clients to leave a review (just make sure you don’t promise anything in return except for your gratitude). Google will take these reviews into consideration when pointing an online user to a law firm or business. 

You may want to check on your client reviews on a regular basis, and you will want to respond to both negative and positive reviews. This will show an online user that you’re responsive and helpful. 

Local SEO can be extensive and can take a while to update, but it’s well worth it considering what these steps can do for your SEO. Law Firm Sites is dedicated to creating successful websites for lawyers, and we can help you improve your local SEO.