Most law firms service customers in distinct geographical areas. Whether you’re a solo practitioner in a single city or a multi-office organization, Attorney Marketing Covington strategies can help strengthen your presence and attract clients locally. Local SEO will help you rank in location-based searches and on Google’s map results. Local SEO works differently than general organic SEO, with its own set of factors and chances.
Optimize Your Google Business Profile
The Google Business Profile (GBP), formerly known as Google My Business, is undoubtedly the most valuable tool for local SEO. It’s a free listing that lets you control how your business appears in Google Maps and local search results. If you haven’t claimed and optimized your profile yet, do so now.
Key Steps to Optimize Your Google Business Profile for a Law Firm
Claim and Verify: Visit Google Business (business.google.com) to claim your business listing. Google will send you a postcard or other means of verifying your identity as the business owner.
Ensure NAP Accuracy: Make sure your Name, Address, and Phone Number (NAP) are right and match what is on your website and other listings. If you have numerous offices, make individual listings for each one (with different phone numbers and addresses).
Choose the Right Categories: Google allows you to select a major category and sub-categories. Choose the most applicable major category (for example, “Personal Injury Attorney,” “Family Law Attorney,” etc.) and then any other ones that are pertinent (“Law Firm,” “Legal Services”). This category allows Google to better understand which searches to display to you.
Complete Each Section: Fill out the profile completely, including business hours, website URL, appointment link (if you offer online scheduling), and a full business description. Give an overview of your services and what makes you special in the description (750 characters max), and naturally add some keywords and city names (e.g., “full-service criminal defense firm serving Denver and Boulder”).
Add Photos: Profiles with photos have more engagement. Upload professional images of your office, team, and possibly shots of yourself in the community or courtroom (if permitted). Also include your logo. A geo-tagged photo (one taken at your business) may sometimes include geo-coordinates that gently reinforce location. Visuals make your business appear more genuine and friendly.
Collect and Respond to Reviews: As previously said, reviews are vital. Proactively invite clients to review you on Google; even the happiest clients may not think to do so on their own, so a courteous approach (perhaps by email after a case ends, with a direct link) can help. Aim for both quality and quantity. Also, always reply to GBP reviews by thanking individuals for favorable feedback and politely addressing any negative feedback. Google’s local algorithm takes into account not only your star rating, but also review count and even review keywords (if people mention “car accident case” in a review, you may appear for that query).
Local Content and On-Page Signals
To help with local SEO, your website should transmit obvious local signals.
Location Pages: If you serve numerous locations or have many offices, establish a page for each city or region you want to target. Optimize each with the city’s name in the headers and text. However, avoid thin duplicate pages; each location page should include at least a few hundred words of distinct information. If you have a single location, include your city and nearby areas in your home page and service page content when it makes sense (for example, “Attorney Marketing Covington“).
NAP on Site: Include your company’s name, address, and phone number on each page (usually in the footer). Make sure it exactly matches what’s on Google Business (for example, don’t abbreviate “Street” one place and spell it out another). Consistent NAP information throughout your site and directories enables Google to confidently link your website to your GBP listing. While not visible to users, this could improve your local relevance in the eyes of search engines.
Localized Content and Blog Posts: Consider creating occasional blog articles regarding local legal issues or news. Consider publishing case studies or success stories that highlight the area.
Citation and Local Link Building
Beyond Google, ensure your company’s digital presence is consistent and robust. Create or update listings on Yelp, Bing Places, Apple Maps, the Better Business Bureau, and any other notable local business directories or legal associations in your area or state. The more Google sees your company quoted with consistent NAP details, the more confident it is in its authenticity (prominence).
