Local Search Marketing for Attorneys and Law Firms

What is Local Search?

Get Maximum First Page Exposure

Local search by Google, Bing, Yahoo, and other search engines consists of the display of local business listings in response to a search believed to be for a local business. Local search results usually are taken from a separate database and appear high on the first page of the search results.

Google displays local business listings with a map, the address, and the phone number of businesses and organizations in the user’s local area on the first page of search results.

Because there is no cost to be included in the Local Search directory, and because of the prominent placement of the display results, all law firms should take advantage of Local Search.

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Optimizing Your Law Firm’s Local Search Listing

Law firms can claim and optimize their local listings on Google, Yahoo!, and Bing.  Creating well-optimized “local directory” listings on these search engines is important because when a search engine (such as Google) receives a search for what it believes to be a “local” business (such as a search for a law firm), it often lists websites that are included in a separate “local” index before the “regular” or “organic” listings. With Google, this is called the Google+ Local Index (formerly called the Google “Places” index). These listings are usually shown together with a map, and often the phone numbers of the businesses are included.

Local listings can be optimized by including:

  • Photographs of the location,
  • Business-related videos,
  • Hours of operation,
  • Description of the firm’s practice,
  • Search categories that the business may fall into (such as “personal injury attorneys”),
  • Client reviews,
  • Images that have been optimized for high rankings, and
  • Special offers (such as “Free 20 minute consultation”).

The better that Local Search listings are optimized, the more likely they will be selected for inclusion on the first page of the search results.

Build Your Reputation With Client Reviews

Your attorney local search page also can include client reviews, which will not only help in the process of the local listing being featured higher in the search results, but also in the process of new client development.

Fully optimizing local listings can lead to higher search engine rankings and new client development.

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Local Search Marketing Starter Package

  • Create local directory listings on Google+ Local, Bing Business Pages, Yelp, Hot Frog, Yahoo! Local, City Search, and Best of the Web
  • Local directory listings will be created to not only reinforce your law firm’s brand but also optimized to promote the firm’s practice areas and geographic location. Where applicable, local search pages for lawyers will include:

– Imagery to support a law firm’s brand,

– Images of a firm office, attorneys, and staff,

– Link to the firm’s website, and

– Optimized, descriptive text promoting the firm’s brand and practice areas

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GMB for Lawyers & Local Search Marketing FAQs

Local search marketing for lawyers refers to the strategic process by which a law firm optimizes its online presence to appear prominently in local search results. It typically involves techniques like search engine optimization (SEO), Google My Business listing optimization, online reviews management, and citation building, all targeted to a specific geographical location. The goal is to increase visibility among local searchers, potentially leading to more clients for the law firm.

Google My Business is a free tool that allows law firms to manage their online presence on Google, including their business information, reviews, and visibility in local search results.

Having a well-optimized Google My Business listing can enhance your law firm’s visibility in local search results, attract potential clients, showcase important information, and gather reviews.

Ensure that your GMB listing includes accurate and up-to-date information such as your law firm’s name, address, phone number, website URL, business hours, and a description of your legal services.

Creating a basic local search marketing profile can be relatively low-cost or even free, depending on the platforms you use. For instance, Google My Business, Yelp, and Bing Places all offer free basic listings where you can share your business information like name, address, phone number, and business hours.

However, if you want to enhance your local search marketing strategy, there can be associated costs. This could include hiring a professional SEO agency or consultant to optimize your online presence, which can range anywhere from a few hundred to several thousand dollars per month, depending on the complexity of your needs.

Additionally, some platforms offer paid advertising options to boost your visibility, such as Google Ads or Yelp Advertising. The cost of these can vary widely, depending on your chosen investment level and your market’s competitiveness.

Optimize your law firm GMB listing by choosing relevant categories, adding high-quality images, encouraging and responding to client reviews, providing detailed and informative descriptions, and keeping your information consistent across all platforms.

Absolutely. Client reviews on your GMB listing build trust, credibility, and social proof. Positive reviews can attract potential clients and differentiate your law firm from competitors in local search results.

Yes, it’s important to keep a law firm GMB listing updated with current information, business hours, services, and any changes that may occur. Regular updates (we recommend posting at least weekly) help maintain accurate and reliable information for potential clients.

Yes, optimizing your Google My Business listing improves your law firm’s chances of appearing in the local “three pack” or “map pack” and other local search results, increasing your visibility to potential clients in your area.

Creating separate Google My Business (GMB) profiles for individual attorneys within a law firm can be done in certain cases, but it depends on the overall marketing strategy and considerations. While it is possible for attorneys to have their own GMB listings, it’s important to carefully evaluate the potential impact on the firm’s online presence. Here’s why:

  • Competition and Confusion: Multiple GMB listings for individual attorneys within the same law firm may lead to competition among those listings in local search results. It can create confusion for potential clients and dilute the firm’s overall online visibility.


  • Consistency and Branding: Maintaining a consistent and unified brand identity is essential for a law firm. A single GMB listing representing the firm helps establish a cohesive online presence and reinforces the firm’s brand.


  • Resource Allocation: Managing multiple GMB profiles requires additional time and resources. It’s important to consider whether the potential benefits outweigh the added effort in terms of managing and optimizing multiple listings.


However, there may be scenarios where creating separate GMB profiles for individual attorneys makes sense, such as when attorneys have distinct practice areas or geographic locations that warrant separate online visibility. In such cases, it’s crucial to have a clear strategy, ensure consistent information across listings, and carefully monitor the impact on overall search rankings and client acquisition.

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