Local SEO for lawyers

Local SEO for law firms.

Personal injury and criminal defense. Family and estate. Solo practice and 20-attorney firms. We rank law firm Business Profiles for high-intent queries where the per-case value justifies serious SEO investment.

$200-$1k
average cost per click
for top legal Google Ads keywords
33%
of legal searches
happen on mobile, near me
10×
lower cost per lead
organic vs paid for legal
60-90 days
to ranking movement
for primary practice keywords
What we see

Six things keeping law firms out of the 3-pack.

The mistakes specific to law firms that we see in nearly every audit. Each is fixable.

Generic 'Law Firm' primary category

Listing as 'Law Firm' or 'Lawyer' when 80% of your revenue is personal injury or estate planning. Wrong primary = ranking for the wrong queries.

Multi-attorney profile splits

Each attorney has their own Business Profile alongside the firm's profile. Reviews split. Google confused. None ranks well.

Bar association rules misunderstood

Firms paralyzed about review solicitation because of bar ethics rules. Most jurisdictions allow it with disclosure. We know which states allow what.

Practice-area pages that don't rank

One generic 'Practice Areas' page with bullet lists. Doesn't rank for any specific practice area. Need one focused page per area with schema.

Pay-per-click reliance

Firms spending $50/click on Google Ads for queries they could rank organically for $0/click within 6 months. SEO is dramatically cheaper for high-LTV legal queries.

Multi-state firms not segmented

Texas and California offices on one profile or one website. Local rankings collapse. Each state needs its own setup.

What ranks

The signals Google reads for law firms.

Each of these is a lever we pull during onboarding. None of them are 'magic.' All of them are measurable.

Practice-area-specific primary category

Personal Injury Attorney, Family Lawyer, Estate Planning Attorney, Immigration Lawyer. Most specific match to your highest-revenue practice.

Practice-area landing pages

One page per practice area on your website. Schema-marked. Linked from your profile. Drives long-tail rankings for specific case types.

Bar-compliant review program

State-specific disclosures, no incentivized reviews, no fake reviews. Slower than other industries but legally durable.

Attorney bios with schema

Each attorney page schema-marked as Person with sameAs links to bar profiles, LinkedIn, published articles. Builds E-A-T.

Case-results content

Where ethics allow it, published case results (anonymized) build authority. Most firms ignore this; the ones that do it rank.

Local legal directory citations

Avvo, FindLaw, Justia, state bar directory. Citations from these specifically (not generic directory networks) carry real weight for legal queries.

Services that fit

The services that move the needle for law firms.

Most clients in your industry start with one or two of these and add as needed. Every service has published pricing.

Foundation

Your Google listing, run like a living storefront.

Categories, posts, photos, Q&A: every signal Google reads from your listing, tuned weekly. Most clients see tracked keywords move inside 30 days.

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Visibility

Top 3 of Google Maps, neighborhood by neighborhood.

70%+ of local searches never scroll past the map. We push you into the Google 3-pack for the keywords that bring customers, across every neighborhood you serve.

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Reputation

More 5-star reviews. White-hat, automated, on autopilot.

Automated SMS, email, and QR flows after every customer touchpoint. Negative reviews intercepted privately before they hit Google. Most clients triple their monthly review count inside 90 days.

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Content

A page that ranks for every neighborhood you serve.

One generic 'Service Area' page can't rank for 20 neighborhoods. Google needs one focused page per area, schema-marked and internally linked. We write and ship them on a 60-day cadence.

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Authority

Editorial mentions from publications Google actually trusts.

Backlinks from the city paper, the chamber of commerce, the community blog. Not the spammy directory networks. Real local mentions, pitched and earned weekly.

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Lawyers FAQ

Lawyers questions, answered..

Ready to rank for law firms?

Free 30-minute audit specific to your industry. Live screenshare of your visibility gap, competitor signals, and the 90-day plan.