The Do’s and Don’ts of Local SEO is the key to getting your law firm found by people nearby. These days, if someone needs a lawyer, they’re not grabbing a phone book or driving around. They’re on Google, typing “lawyers near me” or “divorce attorney in [city],” and scrolling through the results.
If you want potential clients to find you, showing up in those searches is critical. Just having a website with your address and phone number isn’t enough. People want the closest, most trustworthy lawyer — and that’s exactly what local SEO helps you do.
Fun fact: searches with “near me” in them have shot up by over 150% in the past few years. That’s huge. People searching “lawyers near me” are already in hiring mode, so you want your name right in front of them.
What Is Local SEO?
Okay, so local SEO is basically making sure people nearby find your business online. Simple, but there’s more to it. Traditional SEO can bring in traffic from anywhere, which is fine if you’re selling online courses or digital stuff. But if you run a law firm, you need people from your city, your neighborhood, your region — the ones actually going to walk in your door or call you.
Think of it like this: you’re hungry for pizza. You Google “pizza near me.” The restaurants that pop up at the top? That’s local SEO doing its thing. Same idea for lawyers. You want to show up when someone is literally searching for your services in your area.
If your law firm works mostly in one city or region, local SEO isn’t optional. It helps you get seen, earn trust, and basically tells Google, “Hey, I’m here, I’m real, and people like me.”
1. Set Up and Optimize Your Google Business Profile
Your Google Business Profile (GBP) is like your digital storefront. And the crazy part? It’s free. Yet, so many firms either ignore it or set it up half-assed. Don’t be that firm.
Here’s what you need to do:
- Complete and accurate info. Name, address, phone number, hours — all exact. Don’t do variations like “St.” here, “Street” there. Google notices. People notice. Confusing info = losing clients.
- Pick the right categories. “Lawyer” is too broad. Be specific: “Family Law Attorney,” “Personal Injury Lawyer,” whatever fits.
- Add photos and videos. A quick tour of your office, your team, maybe even a short intro video. People want to see who they might trust.
- Get reviews and respond. Reviews do two things: they make Google happy and make humans trust you. Reply to reviews too. A simple “thanks” goes a long way.
Honestly, if you do just this one thing right, your local SEO will improve a lot. It’s that powerful.
2. Keep Your Business Info Consistent
Nothing annoys clients more than finding multiple phone numbers or addresses for the same firm online. It’s confusing. Google hates it too.
Your NAP — Name, Address, Phone number — needs to match everywhere: website, social media, directories. No small differences, no typos. Trust me, it makes a difference. Google checks this stuff, and inconsistencies can tank your ranking or make people second-guess your firm.
Also Read: Is WordPress Still Relevant in 2026 (An Honest Opinion)
3. Create Locally Focused Content
Your website needs content that screams local. Don’t just write generic “how to hire a lawyer” stuff. Write things people in your city actually care about.
Example: if you’re in NYC, a post like “How to Form a PLLC in New York” is gold. Or “New York Licensing Rules Every Therapist Should Know.” Stuff like that is useful and makes Google see you as relevant locally.
You can also spotlight local clients (with permission) or your community involvement. “Hey, we sponsored the local charity run” — small things like that build credibility. People hire lawyers they feel connected to, even if it’s just in a tiny way.
4. Optimize Your Website for Local Search
Google needs to know where you are. If your website doesn’t make that clear, your chances of showing up locally drop.
Here’s a quick checklist:
- Use location keywords. Titles, meta descriptions, headers — sprinkle in your city or neighborhood. Like “Brooklyn Family Lawyer.”
- Add a Google Map. Your contact page should have one. Helps clients find you and helps Google know where you are.
- Use schema markup. Little code snippet that tells Google your hours, address, services, etc. You can use plugins or get a developer for this — easy win.
Even small tweaks like this can improve local rankings without a full website redesign.
5. Build Local Backlinks
Backlinks are still huge. But local SEO? You want local backlinks specifically. Links from other reputable local sites signal to Google that your firm is trusted around town.
Ideas:
- Local news sites or online magazines
- Business directories (Chamber of Commerce, Yelp)
- Local events or sponsorships
- Partnerships with nearby businesses
These links are basically little endorsements. The more quality local links you get, the more Google thinks, “Yep, this firm matters in this area.”
Why Local SEO Matters for Law Firms
Look, most people don’t just call random lawyers. They Google first. If you’re not showing up locally, you’re invisible. Your competitors? They get the clients. It’s that simple.
With good local SEO, you can:
- Rank higher in Google’s local results
- Build trust and credibility
- Attract more local clients
- Get long-term visibility without paying for ads
What’s Google’s Local Pack — and Why You Want to Be There
Ever search “divorce lawyer near me” and see that little box with three businesses, their reviews, phone numbers, maybe a map? That’s the Local Pack.
Being there is huge. Most people click the first listing they see. To get there, you need:
- Fully optimized Google Business Profile
- Local reviews
- Consistent info everywhere
It’s basically the spotlight of local search. Get in there, and you’re more likely to get calls and website clicks.
Competing With Other Law Firms
The legal field is competitive. Clients pick the first lawyer they find online, often. Local SEO helps you stand out, especially if you offer niche services. Targeted keywords, solid content, reviews — all these small things add up.
A Real Example: Pepitone Law
Worked with Dan Pepitone from Pepitone Law. His firm helps mental health pros start their practices — very niche. His top keyword? “PLLC formation.” Super specific, tied to NYC, and directly to his service. Perfect example of smart local SEO.
We did a quick audit. Squarespace worked for him, but switching to WordPress later could give him more control over speed, site structure, schema, stuff like that. Lesson? Local SEO isn’t guesswork — it’s strategy and data.
Also Read: How to Optimize Your Website for Voice Search (Updated 2026)
How Pepitone Law Can Keep Growing
Dan already writes experience-based content, which is a big win. But he can push it further:
- Location-specific pages: “PLLC Formation for Therapists in Brooklyn”
- More local blogs: “LLC vs PLLC for Private Practices in NYC”
- Update GBP often: posts, services, ask for reviews
- Highlight client testimonials that tie to specific services or areas
Notice a pattern? Small consistent tweaks beat a full website overhaul most of the time.
Final Thoughts
Local SEO isn’t just about being high in Google. It’s about showing up for the people who need you. The right strategies — optimizing your Google Business Profile, keeping info consistent, creating local content, building backlinks — can get you seen, trusted, and hired without relying only on ads.
Do it right, and your firm isn’t just online. It’s locally visible, trusted, and steadily growing.
