A law firm needs to think locally. If you practice law in Raleigh, North Carolina, you are not concerned with what someone in Beverly Hills see when they search Google for the legal services you provide. You want people within some radius (maybe a couple hundred miles) of Raleigh to find you when they search for the legal services you provide. Or maybe it’s even the entire state of North Carolina…but it ain’t California. To make that happen, you need to engage in a Local SEO campaign.
The following is a quick summary of the components of a law firm local SEO campaign:
● Clearly label your website with your physical location, phone number and email address. I recommend you put it into the footer on every page of the site.
● Create a Google My Business account that contains complete information about your firm. Use your proper business street address. Add some photos. Use every option that Google makes available. There is an account verification process that is very important whereby Google will send a postcard to your business address with a code you need to enter into your My Business account to verify your address is true. This will allow you to appear on Google maps.
● Sign up at multiple directories like Yelp, CitySearch, Yellowpages.com and Superpages.com. There are a bunch of them. Make sure that the information you supply at these accounts matches the contact information shown on your website. You should also take the time to use all of the available options as well.
● Use social media (especially Facebook) to make connections with other businesses in your area. They don’t have to be legal businesses. The main thing from a local SEO standpoint is that they are located in your general area. Get in the habit of commenting on and reposting their updates. They will often do the same for you. If one of your Facebook friends reposts an update with a link to your website, then that creates a local link to your site.
● Get a bunch of client reviews in your Google My Business account. Reviews on other platforms like Yelp are good too, but I recommend focusing on Google reviews first. The process of leaving a Google review is not really all that straightforward, so I recommend that you type up very specific directions on how to do it and send it to your clients. The first and most important step in the process is just asking for the review. But the easier you can make it on the person, the better. The reviewer will have to be logged into Google, so it is also a good idea to explain how to do that.
These rules are in addition to all of the standard rules of search engine optimization. For example, you should target a specific set of keywords in your main content pages as well as ongoing blog posts. You should try to create some links to your website. You should set up Google WebMaster and Google My Business accounts. Etc.
Virtuoso Legal Marketing is a small, boutique law firm Internet marketing company, and we would be happy to talk to you about how we can help you improve your firm’s Internet presence and traffic.