Local SEO Guide for Attorneys

Written by Tabatha Rowbatham

May 9, 2019

In today’s world with the ever-growing population there is no shortage of attorneys. What makes you different? How can potential clients find you? Do you have any marketing strategies like? As an attorney have you ever thought about Local Seo?

If you are like many attorneys I know, you are definitely investing in marketing – but what kind? New Age marketing? Or old school?

When I say new age, I mean all things digital marketing:

The type of marketing that can be seen from a computer or cell phone.

  • Email Marketing
  • Pay-Per-Click Campaigns (Google & Facebook Ads)
  • Social Media Marketing
  • Video Ads (Youtube)
  • “SEO” Search Engine Optimization (How you get found in Google)

When I say old school, I mean:

  • Mailers – Hundreds if not thousands per year
  • Billboards – $3,000 per month per billboard
  • Tv Ads – $200 – $1,500 per 30 second commercial
  • Radio – $200 – $5,000 per week depending on location.

I am not here to tell you that the old school way of things no longer works – what I am saying is that it does get pretty pricey. The older way of doing things is to pay a lot of money to reach the masses, and hopefully finding a few clients out of it.

    Why Digital Marketing?

    With Digital Marketing, attorneys have the opportunity to reach their potential clients at the click of a button. What if I told you there is a way to create a “digital billboard” that you could pay for that only reached people that were actually interested in your services? That’s right. It’s called the Facebook Pixel, and I call it the Billboard of Digital Marketing because it can re-target someone who went to your website (showing interest) and then went back to Facebook. It continues to show your ad to them for about a week, letting them know you are they lawyer for them when they are in need. The newer marketing techniques are cost-effective, and you reach the people who are interested in your services.

    I guarantee most people reading this page right now if not within the last hour, definitely within the past week have googled something. Whether it be “restaurants near me” or “what is the definition of digital marketing.” Which for the last question the answer to come up is “Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.” – Wikipedia

    Maybe you even watched a video that one of your family members thought was funny. The point is, even you are using technology to get google, or Siri to answer all of life’s questions: so what do you think your clients are doing? That’s right, the exact same thing!

    Lawyers are busy, I get it!

    If you don’t have time to read all the way through, I’ve linked my video below that’s short, sweet, and to the point below!


    Local SEO for Lawyers, and how to save money on Paid Search getting you the results you want:

    Before we begin there are a few terms you are going to need to know:

    1. Keywords – “An informative word used in an information retrieval system to indicate the content of a document.”

    2. Search Volume: Estimated Competition in Organic Search, the higher the number the more difficult it is to rank.

    3. SEO Difficulty – Estimated Competition in Paid Search, the higher the number the more competitive. Meaning you have more people trying to compete for this keyword.

    4. Paid Difficulty – Estimated Competition in Paid Search, the higher the number the more competitive. Meaning you have more people trying to compete for this keyword.

    5. Cost Per Click – Average Cost-Per-Click if you wanted to pay google to be seen as an ad. The higher the CPC the more valuable the keyword.

    Why Is This So Important?

    Deciding which keyword to rank for is critical to your search results, conversions, and pocket book.

    The Local SEO Keyword example is: DUI attorney near me

    (Just for reference I am located in Covington, LA so the numbers are going to be a little different for lawyers depending on which city you are in, but the directions of the Local SEO guide is still going to be the same.)

    Paying For Ads In This Category

    • The cost Per-Click is $54.91
    • The search volume for this keyword is 2,400 people per month.

    What does all of this mean?

      • If even half of those visitors clicked on your ad 1,200 x $54.91 = $65,940.
      • Meaning you could potentially be spending $65,940 in one month for ads.

      I know that sounds scary – but Google, Facebook, and any other platform that sells ads does give you the option to put how much you are willing to spend per day.

    Is spending $65,940 on local Google Ads a bad thing?

    Let’s do the math and find out!

    • With the average cost per DUI attorney being between $4,000 – $8,000 (we will use $4,000 for this example)
    • If you just converted 10% of the 1,200 people that clicked on your ad
    • 120 x 4,000 = $480,000
    • $480,000 – $65,940 =$414,060 as your ROI (return on investment) in just one month.

    I don’t know about you, but I like the way that sounds!

    What could make that better?

    Lets have the same amount of people click on your link at the top of Google.

    • With the average cost per DUI attorney being between $4,000 – $8,000 (we will use $4,000 for this example)
    • If you just converted 10% of the 1,200 people that clicked on your ad
    • 120 x 4,000 = $480,000
    • $480,000 – $0  =$480,000 as your ROI (return on investment) in just one month.

    I would say even as a non-attorney, investing in Local SEO is definitely a better return on Investment!

    How is it possible to get such amazing results?

    Working on your Local SEO (Search Engine Optimization) to find the right keywords to rank for as an attorney can put you at the top of Google getting higher non-paid click conversions.

    Which brings us back to the keywords.

    Finding the right keywords to compete for are very important.

    We already know how the keyword DUI attorney near me looks, so for the next Local SEO example we will use DUI attorney Covington, since that is where I am at the moment.

    Although you may think its an easy term to rank for (because it is) with an SEO difficulty of 12. The search volume is zero. Meaning no on is actually searching for this. Translation: All of your efforts, and $ on ads would be wasted. You want a keyword that people are searching for: Remember when we said the more competitive the keyword (whether paid or organic) means the more volume a keyword gets. Which in turn means more clicks if you are ranking on the first page of google  

    How do you know which keyword to rank for?

    The Local SEO Keyword example is: DUI attorney near me

    These are just 3 excellent tools to use when deciding which keywords to rank for.

    You have your keywords, now what?

    Now that you have your keyword to focus on, the next step is to create content.

    What is content creation? And what type of content do you need to create to focus on for Local SEO?

    Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. – Forbes

    Types of content to create:

    • Blog
    • Video
    • Social Media Posts – If you’re not on it, start using it!


    A blog is a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style. We encourage everyone to have a blog, posting at least once a month can increase your organic search in google.

    Blog How To’s

    • Making your blog content have at-least 500 words.
    • The top #1 pages in Google usually have about 2,400 words. So we believe going into more detail is always best, but you don’t want to ramble to get a higher word count.
    • Adding images or infographics are also helpful.
    • Video is trendy and only going to improve popularity.


    Video is such an extremely popular way to get your message across. You know the saying “A picture is worth 1,000 words”? If a picture is worth 1,000 words, then a video is worth 10,000 words. Its short, and to the point and the best part is that it is perfect for today’s individuals who are always on the go.

    With Google being the #1 Search Engine, do you know what is #2? Youtube.

    That’s right, the #2 search engine in the world is the place where you go to watch your funny cat videos. Isn’t that crazy? People can lookup almost anything on Youtube, which is why there are so many other platforms looking to try to get you to engage in more video: ie IGTV & Facebook Video.

    Linking a video to your blog can help boost the potential reach. Having your message in as many different mediums on as many different channels  is only going to increase the amount of people that can see it.

    Not only is video popular, but people are more likely to share a video. The more people that see you video = More leads. And you know what that means leads = potential clients. Clients = $$$

    Speaking about shares brings me to my next point: Social Media.

    Why would an attorney have to bother with Social Media?

    It has been tested and the results are in: Businesses (even attorneys) that are active on Social Media have better search rankings. (Neil Patel)

    That is because everything is connected, with everything being done online. People will look you up on google, and will then follow along to your social profile to see if you are active. People feel more of a connection if they see you active on social media.

    We are not saying to spam your followers over posting and sell, sell, sell techniques. Those techniques could result in being annoying to your followers, ignoring your posts, or worse: un-following you.

    We are also not telling you to buy follows from people either: You want your Facebook group to be filled with an audience that likes to engage with your stuff. Whether you post informative links to facts either yourself or other lawyers in your community have written about or a video, funny or informative your endgame is to get likes and shares.

    Having a great website, good content, and being active on social media all come together in the end to bring you more leads. Which we have all discussed brings you more $$.

    How does all of this help with Local SEO for an Attorney?

    The more people that see and interact with your content, which has your local keyword integrated in it: the more authority google gives it. Which in turn gives your website more authority. The end result? Bringing up your results higher on google.

    What if other Attorneys and employees at my Law Firm are too busy to work on Local SEO?

    I come from the Paralegal field myself, so I know how extremely busy Law Firms can be. I bet yours is no exception. Have no fear, that is why companies such as Twinning Pros is here for all of your digital marketing needs.

    Improving Local Seo, Google & Facebook Ads, Social Media Management and web design are just a few of the services we offer.

    We can consult with you and your team on how to improve you Local SEO & which keywords to rank for, or we can do it for you. We are here to help you and your team become more successful!

    Pin It on Pinterest

    Share This
    function checkLoginState() { FB.getLoginStatus(function(response) { statusChangeCallback(response); }); }