Samuel Edwards

April 25, 2023

Mastering Local SEO for Law Firms with Multiple Office Locations

Local Search Engine Optimization (SEO) is a powerful tool used to drive small and medium business growth.It helps businesses make sure that when potential customers search for services online, their listings show up prominently in the search results pages with accurate information about the location of their law firm(s).This blog post provides an easy-to-follow set of steps lawyers can take to ensure local SEO success from claiming Google My Business Listings all the way through monitoring analytics on progress made throughout implementation.

Claim Your Google My Business Listing for Each Location

Google my business

Google My Business is an important tool for businesses to get noticed on Google Search and Maps.It allows potential customers to easily find information such as addresses, phone numbers, photos, and more. Having accurate business listings populated across the web helps in making a favorable impression when people search for your brand name or services online.Additionally, it helps build trust with local consumers which can be translated into increased foot traffic from nearby areas that you serve within the law industry domain specialization .

Steps to Claim and Verify Your Google My Business Listings

In order to reap the benefits of local SEO for your law firm, you must claim each location on Google My Business.The first step is creating a listing for every physical location if it does not already exist—this can be done through the “Create Listing” option under the GMB Manage Locations page in your account profile.Once complete, click ‘Verify Now' and select how best suits you (often via postcard) then wait until verified before optimizing further information such as hours or description fields after which go live!

Tips for Optimizing Your Google My Business Listings

When it comes to local SEO, claiming and optimizing your Google My Business listing is key.To optimize each GMB listing for maximum impact on local search rankings:Make sure all information (name, address phone number) is consistent across the web;Add photos that accurately represent your law firm’s brand & services; use categories and keywords pertinent to each branch location in the “Business Description" section;Respond promptly to any customer reviews or questions you receive regarding a particular business location.Doing this will not only help customers find accurate details about individual locations—it should also boost visibility when people perform searches relevant specifically pertaining to those areas as well.

Optimize Your Website for Each Location

Optimizations on google my business

Having an optimized website for each of your law firm's locations is critical to achieving success in local SEO.Optimizing a site means making sure all the content and webpages are easily crawled by search engines and have unique titles, meta tags, descriptions, and image alt text that help increase visibility with relevant keyword searches.Additionally, it needs to be mobile-friendly as more searchers use their smartphones or tablets while on the go than ever before; sites not built responsively will rank poorly if they show at all when being searched from these devices.

Best Practices for Creating a Location-Specific Website

When creating a location-specific website, there are some best practices to follow.

  1. Firstly, create unique pages for each of the law firm's locations and optimize them with localized content such as services offered at that particular branch or local organizations associated with it.
  2. Secondly, ensure accuracy by verifying addresses on Google Maps -  this will increase your chances of showing up in nearby searches.
  3. Thirdly , consider geo-targeting features so you can easily control which region(s) is being targeted when implementing various SEO tactics like ad campaigns.

Lastly but most importantly add schema markup to all relevant page elements – this helps search engines understand what kind of information they should present within their results and increases visibility in SERP’s (Search Engine Result Pages).

Use Local Keywords and Phrases

Local keywords and phrases are key components of a law firm’s local SEO strategy, as they help to drive relevant traffic from your target market.Using core search terms that contain the physical location name can maximize visibility for each individual office or branch within the multiple-location law firm network.Including geo-specific terms in website content like landing pages, tags, titles & alt text helps attract potential customers who may be seeking legal services nearby their area.Utilizing local keywords allows searchers an easy way to find localized information about your business quickly so you don't miss out on any missed opportunities.

How to Conduct Keyword Research for Each Location

Keyword search

Conducting a keyword research for each location is an important part of local SEO. By identifying the keywords and terms your customers use when searching online, you can tailor content to provide a more relevant experience for them.To do this effectively, start by researching what people are typing into search engines when looking for law firms in your area. Make note of any words or phrases that stand out and explore variations on those topics related to geographic locations associated with your firm. Additionally, review competitor content and look at which keywords they are using on their pages so you have an understanding of where they rank within the SERPs (Search Engine Result Pages).Having quality localized information will help ensure that potential clients find exactly what they’re looking for quickly whenever needing legal help; effectively improving page ranking over time as well.

How to Use Local Keywords and Phrases on Your Website

Using local keywords and phrases in your website’s design and content is an essential part of boosting your law firm' s visibility with local SEO.This means including geographic modifiers such as city, county and state names when appropriate throughout the text on each page of your site. Additionally,  you should also strive to add relevant industry terminology tied to specific locations that prospective clients might use while searching online.Finally, don’t forget about synonyms! Utilizing a variety of related words can help expand reach without sacrificing relevancy or readability for visitors who are coming to learn more about what makes your organization stand out among competitors in their community.

Build Local Citations and Backlinks

building local citations

Local citations and backlinks play a significant role in local SEO for law firms with multiple locations.Local citations are online mentions of your business's name , address, and phone number (NAP). They indicate that you have an established presence at each location.High-quality backlinks from reliable websites show search engines that your website is trustworthy enough to be referenced as a source of information about legal services.As such , building both local citation links and quality backlinks will help increase visibility on the web so potential clients can more easily find you when searching for lawyers near them.

How to Find and Build Local Citations

It is important to build local citations and backlinks in order to improve a law firm's Local SEO efforts.

  1. The best way to find potential citations is by researching other similar businesses within the area that already have an online presence and are being indexed correctly.
  2. Once you’ve compiled your list of relevant websites, it’s time to acquire new links either through outreach or manual sourcing tactics like link directories, resource pages etc.
  3. Make sure all listings accurately reflect the correct NAP (Name Address Phone Number) information for each location

These can be valuable sources if optimized properly linking back direct reference points on different sites related with one business entity.How to Find and Build Local Backlinks

How to Find and Build Local Backlinks

Local backlinks are links from external websites located within a particular geographic area.They help establish your legal firm as an authoritative local resource, and can increase search engine rankings for relevant keywords in the localized SERPs (search engine result pages). Finding local sites offering opportunities to gain quality backlinks requires research into industry-relevant web directories, news sources, and other businesses that might offer linking options.Once these potentials have been identified it’s best practice to contact them directly with personalized messages detailing why their site should link to yours including the importance of helping create an open dialogue between two reputable firms serving clients locally.It’s also important not just to count on being linked out right away but rather to focus efforts towards utilizing content marketing and SEO activities such as providing helpful information or participating in blog comment services/interviews allowing external publications to recognize you as more than “just another website looking for a link".

Encourage Reviews and Respond to Them

Online reviews are an important local SEO factor, as they not only help inform potential customers about your law firm but also boost its visibility in search engine results.Reviews play a major role in building trust with current and prospective clients by providing tangible evidence that highlights the quality of service offered.Additionally, positive online ratings serve to illustrate credibility for businesses appearing high up on SERPs (Search Engine Results Pages).

Strategies for Encouraging Reviews

When it comes to local SEO efforts, encouraging reviews and responding to them is an essential part of success. Some simple strategies for encouraging reviews include reaching out directly via email or SMS message with a link back to your review listing (e.g., Google My Business), adding social media links on all webpages that direct customers’ attention specifically towards leaving feedback/reviews, using PPC ads focused on getting better ratings on various directories like Yelp or TripAdvisor and providing incentives such as discounts in exchange for the customer taking time away from their day-to-day activities just to leave you positive reviews online!

Best Practices for Responding to Reviews

Responding to reviews is an important part of local SEO best practices.It's essential that you respond swiftly, politely and professionally when addressing customer feedback as it can help improve your credibility within the community. When responding to negative comments or complaints, address them calmly with a resolution-oriented approach rather than getting defensive or being argumentative.Make sure to thank customers for their honest opinions—even if they weren't so positive—and apologize where needed before offering solutions on how you may be able to make things better in the future. You should also ensure all responses are well written (i.e., free from spelling mistakes) and pertinent; avoid generic copy pasted statements whenever possible!


In conclusion, local SEO is a highly effective way for law firms with multiple locations to gain visibility in search results on both the local and national level.Claiming your Google My Business listing, optimizing your website for each location, using localized keywords and phrases throughout website content as well as building citations and backlinks are just some of the strategies that can be used to improve online presence within specific geographic areas.Additionally, it’s important to monitor reviews closely and find ways to encourage customers or clients living near any given office(s). With all this said there remains much further detail one should look into when developing their own unique approach towards tackling Local SEO efforts strategically.


Samuel Edwards

Chief Marketing Officer

Samuel Edwards is CMO of and its associated agency. Since 2012, Sam has worked with some of the largest law firms around the globe. Today, Sam works directly with high-end law clients across all verticals to maximize operational efficiency and ROI through artificial intelligence. Connect with Sam on Linkedin.

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