Local search is becoming increasingly important when trying to improve the ranking for your law firm website on Google and other search engines. After all, someone searching for an attorney in Scottsdale will not care about a lawyer in Scarsdale…and Google knows that. Google is all about delivering relevant search results to its users…hence, the importance of doing whatever you can to rank well for local search.
Here are 8 steps you can take to ensure your firm shows up well in local search results:
Find the right keywords. You must use the same keywords people use when they search online. Research and use the right keywords for your target market.
Optimize your website and content with local terms. Your website should feature your full company name, address, phone number and a geo sitemap to help search engines find you.
List your firm on Google My Business.
List your firm on local and legal directories. You also need to get your firm listed on Yahoo Local, Bing, FourSquare and review sites like Yelp plus legal review websites like Avvo. There are hundreds of online directories and rather than taking up your or your staff’s valuable time, I suggest you check out Moz Local, which will automate the listing process for you.
Be sure listings are consistent. Use a consistent firm name, address and phone wherever these appear online – on your website, your social media profiles, your blog, etc. Especially if you’ve been practicing for awhile and have moved a few times or changed firm names — your listing must be exactly the same everywhere on the Internet to earn citations, which are critical to being found in Local Search.
Get reviews. Reviews of local businesses are becoming increasingly important in search results, so if you’ve made a client happy with your service, ask them to submit a review or testimonial saying why they loved doing business with you.
Optimize your social network profiles. Every social media site that your law firm is on should include the firm’s name, address, phone and a link to your website. Remember to keep it consistent across all networks.
Optimize for mobile. Be sure your firm website is fully optimized for mobile devices.