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3 Reasons Law Firms Need to Implement Local SEO

Posted by David Juilfs on Nov 4, 2020 1:30:00 PM

    Strategies+ Blog (22)

By David Juilfs

Local search is one of the best ways to attract more traffic to your website and also increase the footfall in your office. Its importance continues to grow as the number of local searches is rising significantly.

Research from a 2019 Google study shows that:

  • “Where to buy” + “near me” mobile queries have grown by more than 200% from 2017 to 2019
  • “Store open near me” mobile searches have grown by more than 250% from 2017 to 2019

Despite this, not many lawyers focus on this important aspect of SEO. Law firms, like most small businesses, have local clients that can be better targeted by implementing local law firm SEO successfully.

Still not convinced? It offers a few other benefits as well.

Here are three critical reasons lawyers should invest in local SEO.

1. Capture Leads From Voice Searches

The primary advantage of investing in local SEO is that you can tap into leads coming from voice searches on both mobile phones and smart home devices like Alexa and Google Home.

An increasing number of consumers have started using voice technology. According to a 2018 study by Adobe Analytics, 35% of voice search queries were for getting basic research or confirming information. On the other hand, a study by eMarketer in 2019 stated that by 2021, 122.7 million people in the US will use voice assistants, compared to 111.8 million in 2019 and just 79 million in 2017.

In other words, if you start implementing local SEO for your law firm now, you will stand a better chance of tapping into this growing market segment. More inbound website traffic means more potential clients.

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"The sooner you start implementing local SEO, the better advantage you will have over your competitors."

2. Staying Ahead of Competitors

Although the realization has been slow, a growing number of law firms have started embracing local SEO. They often see a Google My Business (GMB) listing as the first step in gearing up their local attorney SEO.

More often than not GMB listing views result in a website click, call or direction request, which is why setting one up makes complete sense. Unfortunately, if you haven’t already started investing in local SEO, your competitors are most likely to win your clients through these simple tactics.

The sooner you start implementing local SEO, the better advantage you will have over your competitors.

3. Get Faster and Better ROI

The third, and perhaps most important, advantage of local lawyer SEO is faster and better ROI. For starters, most local SEO elements such as GMB listings are available for free, which means it is relatively less expensive.

More importantly, logic dictates that people looking for a local business often have strong purchase intent. For example, when a person searches for “child custody lawyer near me,” they have already made up their mind to see a family lawyer specializing in child custody. For them, it is only a matter of choosing the most suitable option.

If your firm strikes them as a suitable one, they will quickly convert into customers, offering you more return on every dollar you spend. However, this wouldn’t be possible without a well-established, data-driven and regularly optimized local SEO strategy.

The competition is the legal industry is fierce. While there are several ways to market your practice in this digital world, nothing allows you to cut through the clutter as quickly as local SEO. Hopefully, these three reasons will encourage you to start investing in it.

Have you already started leveraging local lawyer SEO? Tell us why and how you did it in the comments section.


David Juilfs has more than 15 years of marketing experience, ranging from traditional print, radio and tv advertising, to modern day digital marketing for law firms and lead generation software. He is a multi-award winning marketer and has also volunteers his time with SCORE as a business coach/consultant to help businesses get better leads, more business and higher ROI. You can contact him at and visit his website here.


Topics: Communications, Legal Marketing, digital presence, digital strategy, engagement, SEO

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