Introduction: The Importance of Local SEO for Solicitors
When someone searches for "divorce solicitor near me" or "personal injury lawyer Manchester", they want to find legal professionals in their area. Local SEO ensures your law firm appears in these crucial searches.
46% of all Google searches have local intent. For legal services, this percentage is even higher—most clients prefer a solicitor they can meet in person.
"The Google Local Pack (the 3 businesses shown with the map) receives 44% of clicks in local searches." — BrightLocal
Optimising Your Google Business Profile
Your Google Business Profile (GBP) is the foundation of local SEO:
GBP Optimisation Checklist
| Element | Action | Impact |
|---|---|---|
| Business Name | Official firm name | Critical |
| Primary Category | "Solicitor" or specific practice | Critical |
| Address | Complete and verified | Critical |
| Phone | Local number | High |
| Hours | Always up to date | Medium |
| Description | 750 characters with keywords | High |
| Photos | Office, team, interiors | Medium |
| Services | List all practice areas | High |
Review Management Strategy
| Strategy | Implementation |
|---|---|
| Active Solicitation | Post-case email request |
| Quick Response | Within 24-48 hours |
| Negative Handling | Professional and constructive |
| Monitoring | Automated alerts |
Building Local Citations
NAP (Name, Address, Phone) consistency is fundamental:
Priority Directories for Solicitors
| Directory | Type | Priority |
|---|---|---|
| Law Society | Institutional | Critical |
| Yell.com | General | High |
| Yelp | Reviews | High |
| Professional | High | |
| Legal500 | Legal vertical | High |
Location Pages for Multi-Office Firms
If your firm has multiple offices, each location needs a dedicated page:
| Element | Content |
|---|---|
| H1 | "[Practice Area] Solicitors in [City]" |
| Unique Content | 500+ words specific to location |
| Embedded Map | Google Maps embed |
| Local Contacts | Specific address and phone |
| Local Team | Solicitors based at that office |
FAQ: Local SEO for Law Firms
How can I appear in Google's Local Pack?
Optimise your Google Business Profile, collect positive reviews, maintain NAP consistency, and create local content. User proximity affects ranking, so focus on your geographic area.
How many reviews do I need to compete?
There's no magic number, but firms with 20+ reviews and 4.5+ rating tend to perform better. Review quality and recency matter more than absolute numbers.
Conclusion
Local SEO is essential for law firms serving clients in specific geographic areas. An optimised Google Business Profile, positive reviews, and consistent citations generate visibility and trust.
Related Resources
- Local SEO Services - Complete local SEO services
- SEO for Law Firms Guide - Comprehensive guide