Local SEO For Solicitors

May 16, 2024

By Jonny

Use local SEO to get your law firm ahead of competitors in local search results by following these steps.

What is local SEO for solicitors?

Local SEO for solicitors connects potential clients with your law firm when they are looking for legal advice within their geographic area. 

When people look for legal advice, there’s a good chance they’ll head to Google and enter something like “solicitors near me” or “solicitors in [insert your town]”.

By implementing targeted local search engine optimization techniques, such as optimizing their Google business profile with engaging posts and positive reviews, incorporating relevant keywords across their website and business listings, and actively managing their presence on local and legal directories, a law firm can improve its local SEO rankings significantly.

This leads to enhanced visibility in the local "pack" and organic search results, attracting a larger local audience seeking legal services and positioning the firm as a reputable choice among other law firms in the area.

To get the most awareness and engagement for your law firm in your local area, we’re going to optimise your Google business profile, use schema mark up on your website, get some local links, and provide some expert tips on local SEO services for lawyers.

Do clients prefer “local” law firms?

A recent survey found that over 60% of shoppers prefer to support local businesses

That includes local law firms. The global pandemic has most likely only strengthened that belief, as businesses struggle to stay afloat amidst lockdowns and cuts. 

An accenture survey last year talks about the acceleration of the “buy local” attitude. 

Small and medium-sized law firms can appeal to local clients through: 

  • Being more personable than multinational firms
  • Providing better customer service - for example allowing clients to speak directly to a solicitor.
  • And they may even sound a bit more like you!


In recent years there has been a reported 900% increase in people searching for services “near me” in Google. 

  • “Car dealerships near me”
  • “Wedding dresses near me”

And of course “solicitors near me” and even more specifically “[insert service] solicitors near me” for example “personal injury solicitors near me”.

With many people having location or GPS on their smartphone, Google is able to detect the location and provide localised search results. 

When someone makes a local search in Google, you need to:

  1. Make sure they see you.
  2. Make sure you are relevant.
  3. Make it easy for them to find your information and make contact.

An example of a local SEO for solicitors

This can work two main ways. Your law firm either appears for searches that include a location e.g. "Solicitors in Westminster" or for people using a more generic search term, but where Google is aware of the searchers location. E.g. "solicitors near me" or even "solicitors".

How does Google decide which local results to show?

It's all about prominence:


Prominence refers to how well known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. For example, famous museums, landmark hotels, or well-known store brands are also likely to be prominent in local search results.

Prominence is also based on information that Google has about a business, from across the web, like links, articles, and directories. Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business’ local ranking. Your position in web results is also a factor, so search engine optimization (SEO) best practices apply.

Top Tips For a Local SEO campaign for lawyers

1. Claim and optimise your Google Business (formerly google my business) Profile.

Google business is a free service offering verified businesses an opportunity to appear in front of relevant searchers. You can add crucial details like

  • contact information
  • business categories
  • opening hours
  • images
  • business descriptions
  • client testimonials 
  • Encourage client feedback through reviews to reinforce trustworthiness

You should create and optimize your Google business profile (formerly Google my business or GMB)e to get into the "3-Pack" and be easy to find on Google Maps. Google uses all stored information for ranking in local searches. The more information you provide, the better.

google my business 3 pack

How to set up your law firm's Google Business Profile

Go to Google My Business.

You can add your company and if there is already an account set up, you’ll be notified and asked to claim it. 

Make sure you add all contact details; company name, full address, and a primary category.

Fill in the name, address, post code, city, telephone number. 

Next, make sure you fill in the primary category which will usually be “law firm” however if your firm focuses on a specific service, it’s a good idea to be specific here, for example “divorce lawyer”.

From the dashboard of your Google My Business profile you can also add a concise description of your law firm and any relevant images. Images include photos of staff, logos and even your office and location. These are all things that will make potential clients want to engage with you from a search engine results page. 

Bing Places

That's right, a small number of people find themselves using Bing as opposed to Google, so it's worth setting your business up on Bing places. 

Luckily, you can easily import your Google my business listing across to Bing places. You also have the option of synchronizing Bing Places with Google My Business to keep both services running synchronously over the long term.

Go to bingplaces.com and choose "Import from Google My Business," then follow the instructions.

2. Get Reviews

Cultivating a strong base of positive reviews not only enhances your law firm’s online credibility but also significantly influences potential clients’ decisions.

Encourage satisfied clients to share their experiences by leaving reviews on your Google Business Profile and other relevant legal directories.

Make the process as straightforward as possible by providing direct links to your review profiles in your email signatures, on your website, and even through post-service follow-up communications.

Remember, genuine and positive client testimonials can substantially boost your firm’s reputation and SEO, making it more visible to those in need of legal services in your area.

How to do it

From the home section of your google my business page, you’ll see an option to ”get more reviews”. From here you can get a link that you can email to your existing clients and encourage them to share their feedback. 

Top tip: be sure to send the feedback-request email at the time when clients are happiest with you, e.g. as soon as you have settled a case for them or delivered some good news

Reviews are some of the contributing factors to how Google decides on which profiles to show when a user makes a search. 

3. Help Search Engines Understand Your Website Content

Ensuring your law firm's website remains current and engaging for visitors is crucial, especially for local SEO. The key to standing out in local searches lies in optimizing your law firm's website with updated content and local SEO strategies. Consider these pointers to boost your online presence:

  • Craft informative homepage content with a minimum of 500 words.
  • Display your address and contact information prominently on all pages, especially focusing on location-based pages.
  • Enhance each web page with essential elements like title tags, H1 headers, meta descriptions, and image alt text and titles.
  • Integrate user-friendly features like a search bar and links to your social media profiles to enhance user experience.

4. Showcase your legal services

While optimizing for SEO is crucial, presenting a comprehensive list of services is equally important for potential clients.

Take advantage of effective keyword research strategies to tailor your services based on search demand levels. Use your blog as a platform to promote your legal expertise and create internal links to specific service pages, enhancing visibility and accessibility.

Read more on effective strategies for keyword research in our blog seo for solicitors.

5. The power of schema mark-up on your website

Schema mark-up provides additional coding that aids search engines in interpreting and categorizing your content more effectively.

By using schema mark-up, you enable search engines to understand crucial information such as phone numbers, customer reviews, and ratings associated with your legal services.

This not only boosts your search engine rankings but also improves click-through rates, offering a competitive advantage in search engine results. 

Create schema markup for your legal website

This is a very simple way of enhancing your search appearance by providing Google with relevant information about your law firm's location, services and contact details.

You can find details on how to create schema markup here.

6. Optimise your content

Elevate the quality and relevance of your specialist content by focusing on optimization techniques. Follow these recommendations for content that resonates with your audience:

  • Aim for blog posts that are a minimum of 800 words to provide valuable insights.
  • Incorporate primary keywords strategically in titles, headers, and body content for SEO benefits.
  • Include essential contact details in every post for seamless client connection.
  • Integrate internal links within your site to improve navigation and user engagement.
  • Enhance posts with high-quality images and videos complemented by descriptive alt texts and titles.
  • Embed a Google Business Profile map to facilitate customers in locating your law firm effectively.

7. Engage your audience with video content

Videos provide a dynamic platform for showcasing your legal services, allowing customers to grasp information in an interactive and accessible manner.

By incorporating video content on your website, you can encourage visitors to stay longer, signaling to search engines that your site offers engaging and valuable content, thereby strengthening the credibility of your law firm.

8. List your Law Firm in Local Directories

Business hours, phone numbers, and addresses are still the most sought-after information on the Internet. Consumers use search engines such as Google or Bing for this often location-related or company-related search.

The search engines also display directory entries in a variety of local business directories. Local companies often have the opportunity to register their company there free of charge.

To improve your local brand visibility online, add business details to business directories in your area, including:

  • Yell.com
  • Threebestrated
  • venables.co.uk
local directories for law firm seo

Directories also appear in search results on Google (see above). This is another chance to drive traffic to your website from local searches. 

9. Location Specific Web Pages

Incorporating local SEO services for lawyers into your digital marketing strategy, starting with the creation of location-based pages on your law firm’s website, can significantly enhance your online presence in specific regions. These services, including website optimization and local search marketing campaigns, are crucial for attracting clients from specific geographical areas. Your location-based pages should be meticulously optimized for local search terms related to your legal services and include:

  • Detailed information about the services offered at each location.
  • Unique content that highlights the specific attributes of each location, avoiding duplicate content across pages.
  • Localized keyword optimization to target clients searching for legal services in those specific areas.
  • Contact information, including address, phone number, and, if possible, local staff members’ names to enhance personal connection.
  • Testimonials from clients within those locations to build trust and credibility.
  • Integration of Google Maps to provide easy directions and improve the user experience

By focusing on these elements, your law firm can effectively reach and engage with clients in targeted locales, optimizing your visibility in local search engine results and driving more qualified traffic to your site.

To accommodate local searches, you can optimise your website for location by town or region.

To do this you can look at 5 areas:

  1. The web page’s URL
  2. The web page’s H1 (the main title on the page)
  3. The web page’s meta data
  4. On page copy
  5. Internal links

So if your website is trying to rank in Google for “employment solicitors in Liverpool”

  1. Your URL for this service is [yourwebsite.com/employment-solicitors-Liverpool
  2. Your web page’s title can be “Employment solicitors in Liverpool”
  3. Your meta title (the title Google shows in the search results) is something like “Employment solicitors in Liverpool. Over 150 Clients Helped This Year”
  4. Your on page copy should make clear that you are indeed based in Liverpool and can help people with their employment law issue.
  5. From other relevant pages on your website you can link using the EXACT anchor text. For example your homepage may have a link on it that is called “Employment solicitors in Liverpool” and this links to your employment page.

Incorporating local SEO services for lawyers into your strategy, including the creation of location-specific web pages, can significantly enhance your law firm's online presence in targeted regions.

If you need advice on how to get the most from local SEO for your law firm. Get in touch here.

10. Monitor Your Progress

Implementing an effective local SEO strategy requires regular monitoring and tweaking to ensure optimal performance. Use tools like Google Analytics, Google Search Console, and specialized SEO software to track your website's traffic, search rankings, and user engagement levels. Analyze this data to identify trends, understand what works, and spot areas for improvement. Adjust your SEO tactics based on these insights to continuously improve your online reach and attract more local clients to your law firm.

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