Local SEO for law firms that is tangible and trackable

If you’re here, you’re either a partner or marketer at a law firm who are seeking ways to improve their online presence, right? As an SEO consultant, I am stepping away from the commodity content that speaks about generic tips and best practices. I’m sure you have found other sources for this. Instead, I will…

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Instead, I will show you (yes, show you) how to approach local SEO for law firms that will leave you satisfied with your results. All while appreciating the fact that SEO is a growth journey.

The problem? You’re invisible to the right user at their time of need

When someone needs legal representation, they don’t need to browse through phonebooks anymore. They now perform a quick search on Google…”personal injury lawyer near me” or “divorce attorney in London”. As a result, investing in local SEO is a must!

If you are not appearing for these critical searches, you’re invisible to potential clients at the exact moment they need your legal help. Whenever they type in such a query, they’ll contact whoever ranks first, or whoever has the highest number of positive reviews.. Experience, success rates and specialisations will not matter if the user is in a hurry.

Having a local SEO strategy will no doubt solve this visibility crisis. It positions your firm in front of local clients actively searching for legal services, helping you increase the number of qualified leads. But having a strategy on paper versus executing and managing the numbers are two different things. At SEO Growth Hub, I do things differently because everyone can write a meta title, but not everyone can turn SEO into a numbers game and transform this channel into tangible metrics.

How I tackle local SEO for law firms

If you look up how to do SEO for your law business, you’ll be overwhelmed. Not because it’s impossible to execute but because there is a lot of content, and everyone says that you should focus on technical SEO, content, links and so on. But the thing is, every business has their own needs, and this commodity information usually does not help the business target its right user.

At SEO Growth Hub, I built a customised dashboard that plugs into your website, and uses the same website data to give you an image of how you’re doing. It paints a big picture that can be segmented into smaller bite size pieces. I call it the SEO Data Hub and it’s very useful for businesses such as law firms, where they might have multiple service pages that target different user needs.

The importance of using your own website data should not be under estimated. Professional third party tools use estimates and have their own way of tracking data. There exist a lot of great tools, but they cost a fortune and at the same time, they give you the data that they can estimate, cause they cannot access your own site’s data.

To help you understand which pages are important to your user and how they’re being used by the same user, I built a table that shows your top pages, and how they’re serving your users’ needs and intents. It allows you to spot weaker pages, and work on different areas of various pages to ultimately reach the target user with the page that best matches their intent.

This significantly improves the chances of converting qualified users and is just one of the many features that come with the SEO Data Hub, designed by SEO Growth Hub.

What to prioritise to start doing local SEO the right way

For law firms, it is important to focus on the pages that are attracting the right users. This does not mean that you need 8 pages speaking about that same topic. It’s a matter of finding what the user needs and making sure you have a page that satisfies the user’s query as best as possible.

I like to keep things simple, most often because simple is effective.. If you’re a lawyer or a law firm I recommend the following SEO tips:

Build specific service pages targeting every legal service you offer. Do not clutter all of this on the homepage. This way, on every service page you’ll be able to focus on FAQs, detailed scenarios, how you approach different legal battles, and so on.
Own local entities. As a lawyer, your contact details are probably plastered on multiple places around the web. You need to ensure that these details match, and are on the right platforms, else it’s just wasted energy and effort.
Track what converts the most. If you have 10 service pages, chances are that there are 1 or 2 pages in particular that do better than the rest. Make sure you know which ones they are, what keywords you’re targeting and ensure you protect your position on Google. If you lose these positions, your number of qualified leads would take a hit. This is something that is tackled through the SEO Data Hub.
Do not focus on everything. If you try and focus on all your service pages, chances are that your pages will fight with each other for the same number of keywords. This is called cannibalisation and can hurt your efforts. If you’re wondering whether this is happening with your own pages, my dashboard can also help identify such pages.

This post is part of a larger collection, focusing on how to execute SEO for small businesses, focusing on a variety of niches.

What’s your next step?

If you’re still reading, I believe that my custom dashboard may have piqued your interest. If that’s the case, I invite you to book a strategy call. If you prefer to write, you can send me a message. We can discuss any pitfalls you may be facing and help you prioritise problems and set an actionable growth strategy to tackle each problem.

Remember that if you’re considering working with SEO Growth Hub, you’ll be getting:

A dedicated marketing partner
A specialised SEO expert who will stay with you from beginning to end
A simple yet effective strategy