Google My Business, Local SEO, And Your Law Firm

Securing good local rankings should be high on the list of priorities for your law firm.

Google My Business, Local SEO, And Your Law Firm

Google My Business Marketing


Amp Up GMB Rankings


You want it to be easy for clients to find you and to take advantage of your services. If you are a smart business owner you already have your SEO campaign for law firm planned and executed, otherwise it’s really hard to survive in modern Toronto’s marketplace. As a part of search optimisation it is advised to work on local marketing – the process of optimising your online listings to gain traffic from your geographical area.  

Getting to the top with Google My Business and Local SEO is not that hard as i might seem. Google has updated its local search algorithm nowadays, and if your listing is properly optimised, has great real reviews and falls under user’s keyword search – your listing will come up in snack-pack (top 3 results on the map).


First, let’s focus in on what you need to do to help your rankings with Google My Business.

  • Build good links. Come up with a list of resources that are related to your specialty area. For example, if you’re a divorce attorney, include links to local counselors, related financial services, and divorce support groups. You can also use Reddit Ask Me Anything as a valuable link and it’s always a good idea to keep track of what your competition is up to.


  • Use schema markups. To put it most simply, schema markups tell the search engines exactly what it is your law firm does.




    You can use Google’s Structured Data Testing Tool. It’s free and easy to use. It looks like this:


    Google’s Structured Data Testing Tool


    The tool lets you know if there are any errors in your structured data.


  • Collect positive reviews. Good reviews will boost your search engine rankings. That’s a no-brainer. When you know how to get more reviews and better reviews, you’ll have a leg up on your competition. Ask your prior clients to share their positive reviews of working with your law firm on their social media outlets. You can even link from your webpage to review sites.



Local Marketing On Google


Optimize Your Website


Here are some tips and tricks to make your website and landing pages the best representations of your law firm they can be:

  • If your law firm only has one location, your homepage should list all the important information. If your law firm has two or more physical locations in Toronto, Mississauga, Richmond Hill or any other city in GTA, it is recommended to create a separate optimized page with homepage-like design for each location. 


  • The content on your landing page should should be optimised for local keywords (for example, “law firm CITY_NAME”) and have some testimonials from your clients in the area of business.


  • Make sure your landing page shows your business hours for the specific location.


  • It’s important that your site is optimized for mobile devices and that you place emphasis on the speed of the site. You want the people who visit your website to have a satisfying experience that will result in choosing you to represent them.


  • Consider writing a law blog on your site that can also be shared via social media outlets to promote your legal firm.


  • Each service your firm provides should have its own individual page detailing what’s offered. If you a general law office practicing family law, have a separate page for child custody, adoption, divorce law, spouse support, varios contracts, etc. Just creating a Family Law page won’t give you much results because people are searching lawyers for specific cases and your chances are higher to “catch” the client if you talk about his case on your website.


  • It can be helpful for your clients if you embed Google Maps on your homepage with your location clearly marked.


Local SEO Toronto


The Future Of Local SEO


Here are some of the changes that may be coming to local SEO:

  • Websites may need to be optimized for voice searches.


  • There could be an even greater focus on client reviews, recommendations, and the value of maintaining a positive reputation.


  • Search results may be even more localized and specific to certain areas.


Law firms should follow the advances in technology to guide their future marketing practices for the growth of their firm and to the benefit of their clients.