The Secret Factor for Local Law Firm SEO Success 

law firm SEO
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Have you been looking for a way to stand out from other law firms in your area? Does it feel like your competition always has a “leg up” on you when it comes to your immediate vicinity? If you’re like so many law firms, it doesn’t help you to rank for a keyword in areas far beyond your geographic area. You’re looking for the clients near you, the ones most likely to reach out. While there’s plenty you can do to help your local law firm SEO, there’s one very effective tool that’s often overlooked: Google My Business

Google takes Google My Business very seriously. Indeed, with so many of our clients, one of the very first things we do for them is to claim their Google My Business listing. From there, we can build it out, optimizing it and monitoring it so that it can work with your local SEO strategy and not against it. Below are some of the tips to getting the most from your Google My Business that we’ve found some aren’t necessarily aware of. 

law firm SEO

Getting Started Right 

If you’re like so many of the folks that we work with, you know how important keywords are. You want to rank for the keywords that are best for your firm, that can give you the greatest opportunity to have potential clients reach out to you. 

Yet, you want to be judicial about the use of keywords. Keywords should appear in your content. Even then, they shouldn’t appear too much. “Keyword stuffing” is the kind of thing that may have worked years ago (maybe) but today, Google (as well as the typical potential client) are too smart and too savvy to fall for. 

To use an analogy, to try to “stuff” your keywords where they aren’t supposed to go is like trying to use “rabbit ears” on a flatscreen television. It won’t work. 

This is something to always keep in mind, but particularly so when you’re starting out with your Google My Business. For example, if you’re like so many law firms, you’ll find that, when you first claim your Google My Business listing, Google already has your name in the dropdown field. However, if they don’t, you can choose to “create a business with this name.” 

Your Firm, Your Name 

No matter what, always use the real, actual name of your law firm. That’s the one that you have on your DBA, registered with your Secretary of State, and so forth. There are some who try to stuff their business name with keywords, thinking that this is one more way to rank higher. No. It won’t work and it’s certainly not worth it. 

By that same token, some may try to do the same thing with their “Business Description” when they fill that out a little further along in their Google My Business. Stuffing this with keywords won’t help your Google Rankings, nor will it give potential clients an idea as to how your law firm can help them. Being as honest as possible in your Google My Business is the right policy. 

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In All Things, Consistency 

Google takes consistency very seriously. A law firm (like any other business) wants their “NAP” (name, address, and phone number) to be correct anywhere they’re mentioned online. Indeed, we help so many of our clients to ensure that these are correct throughout the internet. Why? Because incorrect NAP information can confuse potential clients and, by extension, Google. The last thing you want is for a potential client (or a Google Web Crawler) to find a no-longer-in-use phone number or an incorrect office number. 

So, you want to make sure that these are correct not just in your Google My Business but across any and all directory listings in which your firm appears. Speaking of your Google My Business listing, you want to make sure that your website is mentioned in your Google My Business listing the same way it is on your site. 

So, if your site is, then you want it to be that and not, etc. 

While this may not seem like a big deal, it’s incredibly important. Any deviation can seem like an insignificant detail, yet it’s exactly the kind of thing that can slow or even halt a law firm’s climb to the top of the Google Rankings.  

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Law Firm SEO Professionals 

Those are just some of the tips that we use for our clients. These might not seem like the most important pieces of advice in the world, yet they’re absolutely critical towards building a foundation for your firm’s local SEO to grow on. 

We can help. At our site, you’ll find different packages to fit different law firms at various stages of growth. Of course, each of our packages can be molded to fit your firm. For a free consultation with our law firm SEO professionals to see how they can help, call us at (888) 477-9540.