As we all know, local SEO can be a very powerful marketing tool if used properly. No matter the size of your business, targeting customers or clients in the area near where your office is based is far different to larger-scale SEO campaigns. Instead, your rankings in local search results are based on location data, such as your office address and phone number listings, reviews from local customers, and of course – your Google My Business page.
But what are the benefits of local SEO?
If you work for a large law firm with numerous offices all over the country, or you work for a small law firm with one or two local offices, you will benefit from local SEO for a number of reasons.
A recent survey showed that 31% of all legal consumers research lawyers online, and 95% of them stated that online reviews matter to them when deciding which law firm to hire.
The likelihood is that when someone is searching for a lawyer or solicitor online, they will type in a location along with what they are specifically looking for. For example, “lawyer Southampton”, “solicitors Liverpool” or “law firm Newcastle”.
Another benefit is that law firms optimising their websites for local SEO is nowhere near as complicated as creating a national or global SEO campaign. Why? Because there is far less competition. If you are a small law firm in Balham, optimising your site using Balham-related keywords will help you to rank far higher in search results than if you use generic London-based terms.
How to reap the benefits of local SEO
The following steps will help you get well on your way in your local SEO journey!
Google My Business – when you use Google to search for a particular type of business near where you are, you will have seen the results at the top of the page, listing numerous local businesses as well as their phone numbers, websites and their exact locations on a map. This is where you want to be in Google search results.
Optimise your site – similar to larger-scale SEO, but with local keyword data instead. Keyword research will help you figure out which terms you could rank the highest for, so when you know which short and long-tail keywords you want to use for your local SEO, add them to every page of your site. Google will then crawl your site and recognise you as a local business based on your location.
Generate client reviews – it’s a well-known fact that Google favours websites that are using Google tools! For this reason, build up some positive and authentic customer reviews on your Google My Business page. The more positive reviews, the higher you should rank.
If you’re a marketer working in the legal sector who is looking to improve local SEO activity for your company, you can start by trying the three methods above. Making minor changes can have a major impact when it comes to local SEO, so why not test the value of these three strategies in your own firm? For more tips and tricks about legal SEO, visit this page.