The Overall Success of Your Law Firm's Website Depends on a Good Local SEO Plan

Why Is Local SEO Important?

As a business manager, chances are that you want to attract clients in and around your local area.

Local clients are important and more desirable than those potential clients that are farther away for many reasons, including:

  • It may be easier for the client to reach your office.
  • You are already familiar with local jurisdictions and the officials who oversee your field in your community.
  • You and your staff are most familiar with the laws, ordinances, and regulations prevailing in your city, county, and state.
  • You are already an active part of the local community, which could result in recognition by the client.

Since all of these factors contribute to finding a “perfect” client, why wouldn’t you put time and effort into bulking up your local SEO?

How Can Local SEO Help Law Firms?

We often talk about search engine optimization (SEO): fine-tuning a business or professional service website to attract clients and customers who have high value for you. When we discuss local SEO, we're referring to a suite of techniques that target prospective clients from your nearby geographical area.

Do you think that local SEO will only help your website be found by people simply looking for directions to your office? Think again. Local SEO can help you accomplish the following:

  • It contributes to the improvement of your overall SEO.
  • It allows for targeted visibility in Google+ Local searches, Bing Local searches, Yahoo searches, and others.
  • It ensures that you appear more frequently (and naturally!) in local business listings.
  • Local SEO success can easily translate into local, loyal clients and eventual referral sources.

How Do I Ensure That My Local SEO Is Getting the Attention it Deserves?

Now that you understand its importance, you are probably thinking, “Okay, so now what? How the heck do I beef up my Google+ and other local sites?”

First things first: Claim your business on Google Local. Not only is this free to do, but it is as easy as creating a Google account and staking claim to the business listing that Google most likely already has set up for you.

From there, you can follow these easy steps:

  1. Set up one Google Local page for each one of your office locations. If you do not have a physical address for your location, then you will be unable to have it verified and will, therefore, be declined. For example, if you occasionally use the conference room of your Realtor’s office for meeting potential clients, then you cannot set up a Google Local page using your Realtor’s address.
  2. Make sure to check your listing for accuracy.
  3. Delete duplicate locations to prevent Google from accidentally sending visitors to old or out-of-business addresses.
  4. Make sure the Review page of your website includes a link to your Google+ Local page along with a call to action asking people to rank you.
  5. Use your local number for the listing instead of your toll-free number, if applicable.
  6. Be creative and enticing when using the description section to describe your firm. Talk about your business and why you best do what you do, making sure to clearly define how you can be of assistance to those in your area who need legal help. It is also a good idea to talk about how you are involved in the local community.
  7. Upload pertinent photos, such as headshots of your attorneys or staff, or candid shots of your firm’s active community involvement.
  8. Ask your satisfied clients or pleased referral sources to review your page. Potential clients consult reviews heavily when deciding which attorney to hire for legal assistance, so give them good reviews to look at!
  9. Contact the local and organic SEO gurus at Foster Web Marketing to set up an evaluation of your local SEO marketing efforts. We will make sure that you are on track and are not leaving anything out.

Let Foster Web Marketing handle the implementation of all your legal web marketing goals, or even help you determine which goals you should have for your firm. By calling us at 888.886.0939 or by filling out the online form, you can also request your free copy of our book, The Five Biggest Mistakes 99% of Lawyers Make With Their Websites.

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