• Skip to primary navigation
  • Skip to main content
321 Web Marketing logo dark
321 Web Marketing logo light

321 Web Marketing

Inbound Lead Generation Company

  • Inbound Lead Strategy
    • Search Engine Optimization (SEO)
    • Generative Engine Optimization (GEO)
    • Google Ads
    • WordPress Optimization

    Would you like a free market research workshop?

    Schedule Conversation

    Ready To Turn Website Traffic Into Real Leads?

    Explore the inbound marketing services that drive measurable results.

    Build Your Lead Pipeline
  • 321 Software
    • 321leadtracker.io
    • Content Portal
    • Real-Time Metrics
    • 321 WordPress Tools

    Would you like a free market research workshop?

    Schedule Conversation

    View Our Past, To See Your Future.

    Explore the strategies, websites, and systems we’ve built for clients across industries.

    View Portfolio
  • Free Tools
    • ROAS Calculator
    • Lead Gen Benchmarks
    • Website Checklist

    Would you like a free market research workshop?

    Schedule Conversation

    Real Campaigns. Real Results.

    See how we’ve helped real clients increase visibility, lower cost-per-lead, and generate consistent inbound leads.

    Explore Case Studies
  • Industries

    • Contractors
    • Cybersecurity
    • IT
    • Healthcare
    • Legal
  • Who We Are

    • About
      • Awards
      • Portfolio
      • Community
      • Careers
      • Case Studies
      • Team
    • Blog
      • Articles
      • Guides
      • News

    Would you like a free market research workshop?

    Schedule Conversation
Free Consultation
Home › Blog › Law Firm Marketing › Benefits Of Local SEO For Law Firms

Benefits Of Local SEO For Law Firms

Jul 24, 2020 · 6 min read

Steve Bishop Headshot

Steve Bishop

an attorney who is receiving local SEO for law firms

Local search engine optimization (local SEO) allows businesses to generate a large amount of online attention when people search for topics related to a particular business. Similarly to other businesses, law firms face certain challenges that can make it difficult to attract new clients. With local SEO, law firms can leverage the power of local search to draw in targeted clients who live in or around their local area.

What Does Local SEO Mean?

Local SEO refers to the process of optimizing a business’s online presence to attract clients from relevant local searches. With local SEO, a business will generally promote their products or services to local prospects or consumers. Various information is gathered to support local search, such as social profile pages, content, citations and links. There are countless strategies available to businesses interested in increasing their local SEO efforts, such as claiming a business listing or taking the necessary steps to have a franchise location appear in a local Google search.

Why Should Law Firms Perform Local SEO?

Four out of five consumers perform local searches on search engines to try and find the right business that meets their needs, according to Google My Business by Laura Maya. Local SEO can help law firms optimize their business so that they are able to rank higher in the search engine results pages (SERPs). Any business that serves a geographical area or has a physical location can benefit from using local SEO.

There are many benefits that law firms can enjoy by working with a law firm marketing agency on their local SEO strategy, such as the following:

Rank for More Local Centric Keywords

Brown Firm PLLC - Google Search Console keyword data showing good local SEO results

Figure 1.1

While many businesses are already familiar with SEO, local SEO requires a more targeted approach. For example, instead of ranking for the keyword [law firm], a law firm in the Big Apple may attempt to rank for searches like [New York City law firm] or [best law firm in New York City]. When performing keyword research for local searches, it is important not to restrict your business to just the brick-and-mortar location. Law firms can also expand their search to nearby locations or more broad destinations. However, businesses should not stray too far from their actual location as this can be confusing to web users searching for a local business.

Figure 1.1 shows an example of local SEO that we have performed for our client, The Brown Firm PLLC. They have received numerous website visitors (and qualified leads) due to our local SEO efforts for Virginia traffic & criminal defense attorney services.

Increase Local Client Base

Local SEO activities, such as citation building, can help build a business’s online visibility. With greater online visibility for a targeted geographical area, law firms can expect to receive more foot traffic, more phone calls and emails, and more sales overall. Local SEO is an effective way for businesses to increase their local client base by making their business known for the services they offer in a particular city or region. Local SEO can also aid in reputation management by encouraging people to build trust in the business which can further increase traffic and generate more leads.

Improve Law Firms Reputation

Local SEO can also be useful for improving a business’s reputation. Local search is a competitive field and getting a law firm posted at the top of the list can be challenging. By paying attention to Google’s factors for local ranking, law firms can rank higher on the SERPs, which will make their business appear more trustworthy in the eyes of searchers. There are also other ways to improve a firm’s reputation and overall credibility, such as by adding complete and accurate details of the business and highlighting any relevant data, such as a contact number, opening hours and website address.

Appear in Google’s Map Pack in SERPs

Parnall & Adams Google Map Pack data (top)

Figure 2.1

Parnall & Adams Google Map Pack data (bottom)

Figure 2.2

When a user searches for a local service online, the search engine automatically shows a map along with the organic search results. Google’s Map Packs appear in nearly 30 percent of all first-page search engine results pages. Many types of businesses are impacted by the Local Pack, including law firms. As the Local Finder often provides searchers with all of the information they need, many web users will not scroll any further to find information about a business. For this reason, it is important to appear in Google’s Map Pack in the SERPs. All of the information in the Local Pack is taken from Google My Business, which is why law firms should optimize their Google My Business account.

As seen in Figures 2.1 and 2.2, 321 Web Marketing optimizes Google My Business accounts for our clients as thoroughly as possible. Parnall & Adams Law now enjoys the ability to be easily seen in Google Maps and other Google services by individuals in Albuquerque, NM and its surrounding areas. The figures shown can be found on the right side of the Google SERP on desktop (or at the top of the page on mobile) when searching for “Parnall and Adams Law.”

Speak to the Law Firm Marketing Agency

For many small businesses, local SEO is crucial for ranking high in the organic, non-paid search results. With local SEO, law firms can attract people in their surrounding area who may be interested in acquiring legal services. With the help of an experienced law firm marketing agency, law firms can take the necessary measures to target relevant local keywords and develop a SEO strategy that helps boost their page rankings. For more information about the benefits of local SEO for law firms or to acquire digital marketing assistance from an experienced marketing team, contact the professionals at 321 Web Marketing.

Share this post

Copy to clipboard

Related Articles

Nov 2, 2020 · 5 min read

Law firm marketing consultants working on project

Benefits Of Hiring Law Firm Marketing Consultants

Hiring law firm marketing consultants can provide a law firm with a fresh view of their organization, its messaging, mission and KPIs. Read More

Elijah Millard Headshot

Elijah Millard

Oct 19, 2020 · 5 min read

Attorney writing down law firm marketing ideas

Law Firm Marketing Ideas For Personal Injury Attorneys

The right law firm marketing ideas can help personal injury attorneys connect with their target audience & generate steady traffic. Read More

Elijah Millard Headshot

Elijah Millard

Oct 12, 2020 · 6 min read

Attorney looking for a law firm SEO company

What To Look For In A Law Firm SEO Company

Hiring a law firm SEO company can lead to major rewards for growing law firms. However, it is important not to rush through the process. Read More

Elijah Millard Headshot

Elijah Millard

Clutch Top 1000 Companies 2024 Award
Clutch Top Technical SEO 2024 Badge
Google Partner logo

Recognized For Results, Backed By Data

We believe marketing should be measured by performance, not promises.

Schedule Meeting
321 Web Marketing logo light

Virginia Office
1900 Reston Metro Plaza
Suite 600
Reston, VA 20190

Maryland Office
1209 North East St
Ste A #250
Frederick, MD 21701


Contact Us

Link to company Facebook page

Link to company LinkedIn page

Link to company Instagram page

  • Inbound Lead Strategy
    • SEO (Search Engine Optimization)
    • GEO (Generative Engine Optimization)
    • Google Ads
    • WordPress Optimization
  • 321 Software
    • 321leadtracker.io
    • Content Portal
    • Real-Time Metrics
    • 321 WordPress Tools
  • Free Tools
    • ROAS Calculator
    • Lead Gen Benchmarks
    • Website Checklist
  • Industries

    • Contractors
    • Cybersecurity
    • IT
    • Healthcare
    • Legal
  • About
    • Our Process
    • Awards
    • Portfolio
    • Community
    • Careers
    • Case Studies
    • Team
  • Blog
    • Articles
    • Guides
    • News

Copyright © 2025 321 Web Marketing·All Rights Reserved·Privacy Policy·Terms of Use·Client Login