The Proper Way to do Local SEO for Law Firms

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Local SEO for attorneys is optimizing a law firm’s Google business listing and building citations intending to rank at the top of Google Maps for local keywords their prospective clients search for.

Also known as the local-3 pack, Google Maps is a search engine results page (SERP) feature that lists the top three local attorneys and law firms relevant to your search query. It appears just before the organic results.

Each listing on the local-3 pack shows the NAP (name, address, phone number) and others to provide users with additional information about the lawyer. Upon clicking on any listings, you will open an expanded version of Google Maps with more relevant lawyers and further information on the listing you clicked on.

To rank your local listings, you need to consider these factors:

• Relevance – How much your listing matches a user search query. Google determines this by the business information you provide.
• Distance – The proximity of a searcher to your business’s IP address based on the search term they use (or whatever they know about the searcher’s location). In December 2021, with the launch of the “vicinity update,” Google significantly increased the weightage of the proximity in local searches.
• Prominence “refers to how well known a business is,” in Google’s words. Besides your offline reputation, Google relies on info from across the web: links, articles, directories, reviews, ratings, and your position in Google search results to measure your law firm’s prominence.

Here are the important local SEO ranking factors for local and organic search results according to a BrightLocal study:

General Info:

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