Local Search Optimization for Law Firms: Elevating Your Online Presence

Undoubtedly, search engine optimization (SEO) is essential for lawyers looking to grow their firms. Implementing SEO in your marketing strategy is just what you need to boost your firm’s visibility and attract paying clients. Many people go online to find information and compare their options in today’s digital world.

Most prospective clients use Google Search when researching law firms in Greenville, SC, to help represent their legal interests. You can bet numerous options will appear, and clients will go for the firm at the top of the search result. Besides, many Greenville lawyers know that local search result plays a massive role in clients finding them online.

On the other hand, many lawyers still find that their business does not appear in local search results. To improve your law firm’s ranking on local search results, you must ensure your business profile is accurate, complete, and engaging. But that’s not all.

With the help of Search Engine Optimization experts, your chances of standing out on the first pages of local search results are higher. Therefore, you should consider hiring a Search Engine Optimization strategist. This article discusses how law firms in Greenville, SC, can stand out in local search results.

How Does Google Determine Local Ranking in Search Results?

Law firms must learn to compete with Google’s organic and local search results to gain visibility and make their firms profitable. Google’s ranking system is designed to sort through billions of web pages and other content to present the most relevant results within seconds.

However, the big challenge most lawyers have is figuring out how to get their law firm to rank top on local search results. Unfortunately, there is no foolproof way to guarantee your firm will rank number one on search results. However, there are ways you can improve your chances of making it to the top.

There are three driving factors search engines, especially Google, consider when determining local rankings: Relevance, Distance, and Prominence. The combination of these factors helps Google decide what the best match for a search query is. When you understand how these factors work, it’s easier to cut through the noise and stand out in the legal field.

Let’s briefly discuss them.


Regarding relevance, Google wants to know if your law firm is relevant to what the searcher is looking for. So you must consider if your legal content provides the information your prospective client wants.

According to Google, adding detailed business information can help Google understand your business better and match your listing to relevant searches. Additionally, Google will consider your content, reviews, and citations to see if your firm is based where you claim, Google My Business categories and subcategories, etc.


Distance is how far each search result is from the location specified in the user’s search query. So, for example, when prospective clients search for “lawyers near me,” they will find local results across Google Maps.

Google will then estimate their location and present the law offices closest to them. But if they include no specific area in their search, Google will rely on their location history or previous searches to calculate the distance.


Google simply wants to know how well-known your law firm is and uses the information it has about your firm. This information is gathered from across the web through links, articles, reviews, or directories. High positive user reviews and ratings your firm can boost your firm’s local ranking.

Your firm’s position in the organic search results will also be considered. So you should follow or continue to follow search engine optimization (SEO) best practices. On the other hand, Google understands that some law firms are more prominent in the offline world, and search results reflect this fact in the local ranking.

search engine optimization on Google

How to Rank High in Local Search Results

Now to the crux of this article, we have put together tips to make your firm rank better in local search results. So if your law firm relies on clients in or around Greenville, SC, these tips will benefit you. They include the following:

Optimize Your Google My Business Listing

Google My Business is the primary tool where lawyers can outline information about their firm to Google to get featured on Google Search and Maps. First, create a business profile with your firm’s name, address, phone number, business category, opening hours, and a brief description of your important keywords. Then, highlight your essential information and what makes your law firm stand out.

Establish Your Presence Across Local and Legal Directories

Make your law firm visible by covering all major local and legal directories. Know that some prospective clients use other apps and guides besides Google.

Optimize Your Firm’s Website

Optimize your law firm’s website for keywords and queries that include your practice areas and location. But if you specialize in various areas of law and practice in different places, create a specific landing page for each practice area.

Get Reviews

Reviews play a huge role in how you rank in local search results. It defines whether people can find you online or not. So the more positive reviews your firm has, the more prominence and rankings.

To get positive reviews, try to create a personalized experience for your clients. Conversely, a bad review can affect your ranking and also your firm’s reputation.

Be Consistent

Consistency across all your business listings, such as Yelp, Apple Maps, etc., is critical in implementing your SEO strategies. By being consistent, you reinforce your identity and trustworthiness and also take control of your online presence.

Hire a Law Firm Search Engine Optimization Expert

SEO for law firms, though rewarding, can be complex and time-consuming. It gets more complicated if you are not familiar with Search Engine Optimization guidelines. Besides, some lawyers simply don’t have the time to learn SEO tactics. If this is your case, we strongly recommend hiring SEO experts to help boost your firm’s ranking on local search results.

We Are Here to Help With Your Law Firm’s Search Engine Optimization Needs!

Search engine optimization can make a difference in your law firm’s client base and profits by increasing its online presence. So you need to invest time and resources to get it right. You can decide to implement your firm’s SEO strategies yourself, but your best bet will be to use an expert.

At EverConvert, we pride ourselves on exceeding our client’s expectations. We know local SEO for Greenville lawyers is essential, and we can help you actualize your digital marketing goals. So put your mind at ease and reach out to our digital marketing agency in Greenville today.

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