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If you’re eager to catapult your rankings across numerous locations, teaming up with an Orlando local SEO consultant can steer you through the maze of search engine algorithms like a GPS for success. 

What is local SEO, and why is it so important? As you may know, if you’re a regular reader of this blog, SEO (search engine optimization) is a collection of methods to increase a website’s rankings. Local SEO is a way for brick-and-mortar businesses to use digital marketing tools to expand their reach to their local audience.

One way to use local SEO is with location-specific keywords. Let’s say you need a disability lawyer in Orlando. How do you find one? You likely open a browser and enter “Orlando disability attorney” in the search bar. Google will return a list of law firms in your area. If you were to search “disability attorney” without “Orlando,” you may get results from Timbuktu – not exactly helpful for your case.

Search engines also utilize social profile pages, location-specific pages, and local citations to collect the data necessary to deliver the most relevant local search results to users.

Local SEO For Law Firms

Now, let’s look at how local SEO can work to the advantage of your law firm. Whether you have offices in multiple locations or are looking to serve multiple cities in the area, adding city names to your keywords can make a difference. Optimizing your website and digital presence by creating different service pages, blogs, and Google Business Profiles shows Google that your business legitimately serves those areas. 

In a crowded legal landscape, it’s crucial to utilize digital tools to make your law firm stand out. Local SEO is the perfect way to reach and connect with your local audience.

Be Careful To Do Local SEO Right

Before you jump in and start copy/pasting old content and just adding location-specific keywords, beware that if you aren’t thoughtful about your approach, you may be penalized by Google. 

When local SEO started coming on the scene a few years ago, many businesses did just that – rehash old content with a simple find/replace to swap out the locations. This practice was so prevalent that Google began to flag and penalize this “spammy” content with their Panda update.

Local SEO Best Practices

Doing local SEO the right way takes more time but is well worth the effort. If you need help, an Orlando local SEO consultant can work with you to navigate the intricacies and enhance your website’s search engine rankings effectively. Here are a few tactics we use to boost our clients’ rankings for each location their businesses serve.

Google Business Profile

Your Google Business Profile (GBP) is an online listing that lets you display your business’s name, address, phone number, photos, and more. It’s a great way to reach potential clients in your area, and the best part is it’s free! After claiming your listing, you should fill out as much information as possible about your law firm. The more details you can provide, the better your profile will perform on Google, and the more prominent your listing will be. 

Once your profile is complete, you can start populating it with photos, videos, and captions to keep your audience interested in any new developments within your business. Law firms see a significant impact from posting stats and results from actual cases, such as, “Our firm secured $XX,XXX for our client in their personal injury claim.” 

Think of your GBP as an online billboard – the content needs to be easy to understand and impactful. Showcase your service areas so, for example, when users are looking for a disability attorney in the Lake Nona area, your optimized website will appear in the search results. 

Our Orlando local SEO consultant firm can help set up your GBP and consistently populate it with creative, eye-catching content. Our SEO team keeps up with the latest Google preferences and algorithms, so we know how to use this tool to best promote your business. 

GBP Pro Tip: Proximity is one of the largest local ranking factors, so it’s smart to create separate profiles for each location if you have multiple legal offices. This will differentiate each location to Google and your users searching for your services in their area. Providing each profile with location-specific information enhances your credibility with potential clients, demonstrating your expertise in each city.

Google Map Pack

The Google Map Pack displays three business listings between the paid ads and the organic search results. These listings include the business name, address, phone number, and a link to view more details on Google Maps. 

Being featured in the Google Map Pack takes some work (we can help you with that!), starting with filling out your Google Business Profile completely. Remember, the more information you include, the more Google “trusts” your business and will display it higher in the search results.

Another feather in your cap in the eyes of Google is to have a lot of reviews. If you’ve never asked your clients to review your services, now is the time to start. Google reviews are a great way to show potential clients that your business can be trusted, making them more likely to call. A recent study revealed that 81% of internet users check online reviews before they visit a business in person, so they’re essential to the growth of your law firm.

Location Pages

While it might seem like common sense, it’s surprising how many businesses overlook the importance of including location information on their website. Building a dedicated location page can be immensely beneficial for both your potential customers and your SEO strategy. 

On your location page, you should include your business name, address, and phone number (NAP). However, to make this page even more valuable, consider adding information such as the services your business offers, operating hours, customer reviews, and clear directions. If your business has multiple office locations, you need to provide this information for each.

Local Citations

In addition to having your business information on your website, it’s important to ensure that your business name, address, and phone number are consistent and widely available across various online platforms, especially within your local area. Any place other than your website where your business NAP is mentioned is referred to as a local citation, and it can significantly benefit your SEO efforts.

One effective way to establish your NAP across different platforms is by listing your business in online directories. These directories are similar to platforms like Angi, but they cater to various industries, including law firms. To enhance your online presence and SEO performance, it’s essential to identify the directories where your business is already listed and claim those listings. This allows you to update any outdated information and provide any missing details.

South Street & Co. Can Help You Put The Local Into Your SEO

Google’s goal is user experience. It wants to give users the most valuable search results to help them find the best product or service for their needs. When people search for your legal services, we can assist your law firm in achieving the highest possible visibility and ranking. 

Contact our Orlando local SEO consultants for a complimentary consultation, and see how we can boost your online visibility and drive more local traffic to your business.