Dominate Google Maps for Lawyers

Colleen Joyce
Feb 26
3 min read

Updated: Apr 24

A Step by Step Local SEO Domination Plan

fingers stepping up bars shown as steps. Dominate google maps.

What: This is a step-by-step plan to getting your law firm's presence on Google Maps, boosting your visibility in local search results.

Why: Local SEO (Search Engine Optimization) is crucial for lawyers. Potential clients often search for legal services "near me." A high ranking in Google Maps (also known as the local pack) puts your firm front and center when these searches happen. The goal is to drive more phone calls from local clients.

How: We'll cover optimizing your Google Business Profile (formerly Google My Business), understanding local SEO, and how-to strategies to rank higher in Google Maps.

Understanding the Importance of Google Maps for Lawyers

Think about how you find a local business. You likely use your phone and search "lawyer near me" or "DUI attorney [city name]." Google Maps displays a list of businesses along with a map. This is the local pack. Ranking high here is essential. It's your chance to be seen by potential clients actively seeking legal help in your area. A recent study showed that 97% of people learn more about a local company online than any other way.

Step 1: Optimize Your Google Business Profile (GBP)

Your Google Business Profile (GBP) is the foundation of your local SEO strategy. It's what appears in Google Maps. Make sure it's complete and accurate.

Claim and Verify: Ensure your GBP is claimed and verified. This is necessary to control over your listing.
Complete Every Section: Fill out every section of your profile. Include your firm's name, address, phone number (NAP), website, hours of operation, and don't’ forget your practice areas.
Choose the Right Categories: Select the most relevant categories for your law firm. Be specific. For example, "DUI Lawyer" is better than just "Lawyer."
Write a Compelling Description: Craft a concise and informative description of your firm. Use keywords but avoid keyword stuffing. (putting a whole bunch of keywords in) Highlight what makes your firm unique. Years of service, expertise, local affiliations, ect.
Upload High-Quality Photos: This is a must. Add professional photos of your office, team, and even your logo. Don’t use selfies! Higher a professional photographer and have consistent images of your staff. Visuals matter.
Encourage Reviews: Positive reviews are crucial for local SEO. Ask satisfied clients to leave reviews on your GBP. Respond to all reviews, both positive and negative.

Step 2: Local SEO Best Practices for Lawyers

Beyond your GBP, other factors influence your ranking in Google Maps.

Consistent NAP: Ensure your firm's name, address, and phone number are consistent across your website, GBP, and other online directories. Consistency is key for Google to recognize your business. There are a number of SEO companies that can assist in this critical step.
Local Citations: List your firm in relevant online directories like Lawyer.com, Justia, and Yelp. These citations build your online presence and improve your local SEO.
On-Page Optimization: Optimize your website for local search. Include your city and practice areas in your website's title tags, meta descriptions, and content. How you write you tags matter.
Content Marketing: Create valuable content related to your practice areas and your local community. This establishes you as an authority and attracts potential clients.
Link Building: Earn high-quality backlinks from other reputable websites. This signals to Google that your website is trustworthy and authoritative.

Step 3: Track Your Progress and Stay Updated

Local SEO is an ongoing process and does not happen overnight. Monitor your ranking in Google Maps and track your website traffic.

Use Google Analytics and Google Search Console: These tools provide valuable insights into your website's performance and how people are finding your firm online.
Stay Updated: Google's algorithms are constantly evolving. Stay informed about the latest local SEO trends and best practices.

Step 4: Leverage Google Business Profile for Law Firms

Your GBP offers features specifically for law firms.

Q&A: Answer questions potential clients ask on your profile. This demonstrates your expertise and builds trust.
Posts: Share updates about your firm, recent case results (while respecting client confidentiality), or legal tips.
Messaging: Enable messaging so potential clients can contact you directly through your GBP.