Before you begin planning for local SEO for attorneys to boost your website, identify the keywords that someone might use to reach your business and its various services. Primarily, short and long-tail keywords for lawyers can be categorized as hiring intent keywords and research intent keywords.

Which means that either someone is looking to hire you for your services, or is simply researching to know more about the law. In either case, your website should be well-equipped with the right words and information to help the user choose the best. Moreover, having the right kind of content to deal with any situation also establishes your firm as an authority over the subject. This is easily achievable through accurate website content and blogs that are published in a timely manner to impart the right knowledge. Also, this would help you ‘be there’ when a potential client is looking to hire a lawyer, and when someone is simply seeking some advice.

Once you have optimized the content on your website by choosing the right keywords, it is time to establish yourself as an authentic business by having a My Business page on Google. This is the one that comes up with a map when you look for local business. Keywords again play a crucial role in making a profile for this page, which is why it should be in sync with your law firm’s website and content. From SEO optimization perspective, this delivers two key benefits. First, this page acts like a mini-site within the Google framework which will be fruitful in your future attempts to optimize your on-page SEO. Secondly, having a page on Google’s My Business section will make it easier and faster to reach the top ranking in local search engine results.

To begin with, you must first claim and verify your business, followed by listing the accurate name, address and phone number (also known as NAP). This NAP detail should be consistent across all your listings on other web pages, directory listing, social media, as well as your own website. This will also help you build a mobile-optimized website, as the links on the Google My Business page can be directed directly towards your website, thus ensuring a valuable customer.

While at this, do not miss out Google’s guidelines for categories that describe the services offered by your practice such as Bankruptcy Attorney, Divorce Lawyer, Employment Attorney, Estate Planning Attorney, Family Law Attorney, General Practice Attorney, Immigration Attorney, Labor Relations Attorney, Lawyer, Trial Attorney, etc.

Although not visible on the page, meta description just like the title tag is an essential SEO component of your local SEO tools. It is the initial impact you can have on your prospective client that will convince them that your practices are the best solution to their problems. While working on meta descriptions, make sure to include the geographic area you serve to maximize your presence, and go as narrow as possible.

The same goes for H1, which is the headline on the page, and the body copy all through the website. Every part of the content should be concise and descriptive, including the primary keyword most suitable for your practice. A significant point to consider here is that not every part of the content needs to be expanded and lay out all the information there is to it. The content, be it of any kind, on the on-page and off-page should be compelling, one that would encourage someone to choose you.

Once you have built a website using the best SEO tools, what next?

Next comes the authentication of the website in more than one way. While Google My Business Page is a good way to give some more credibility to your website, followed by the reviews, local SEO citations can optimize your website even further. Citations are the mentions your business and the website gets across digital platforms that separate your law firm and its services from the competition.

An easy way to include citations if to mention your business name, address and phone number which is 100 per cent consistent on sites around the digital platform that are relevant to your business, and also on social media platforms. Along with having the same details on your website’s contact page and footer of each page, you can also apply for them in various directories like business directories, industry-specific directories and local directories (being listed locally will also assist you with local SEO for small business and large companies).

Just like your website and your business, there are many others who have established themselves over a period of time. People look up to these, and the best way to mark your presence is to develop hyperlinks to your website that originated from other such websites. Google and other search engines lay a lot of emphasis on these SEO backlinks, also referred to as ‘inbound links’.

Although the best practices recommend that the more backlinks your website has, the better it is, make certain that they are relevant.

1)   Out of the plethora of keywords that a business can make use of, categorizes the ones that can yield you the best results, depending on the pages your website has.

2)   Having an official page on social media at a time when everyone is there is beneficial to make a name and create a brand. It can also be used as a form of citation by having direct links to your social media pages through your website.

3)   Be on relevant directories and especially on Google’s My Business page, listing consistent and accurate information like your business’s name, address and phone number. Make it easier for people to connect with these listings on search engines, and reach you.

4)   Write content, be it on the home page, service page, or for components like meta description and title tags, that is keyword-rich, unique and to the point.

5)   Have relevant local SEO backlinks and citations sourced from other authentic and authoritative websites, portals, directories, and businesses that can help you reach out to potential clients as a trusted source.