How to Use Local SEO to Market Your Family Lawyer Near Me

As a family lawyer, you may wonder how to outshine your competitors and attract more local leads online. Local SEO is one of the most effective ways to do that. It’s a sub-category of search engine optimization (SEO) that focuses on improving your website’s visibility and relevance for local searches. These searches are queries that include a location modifier, such as “family lawyer near me, “family law attorney in Chicago,” or “family court lawyers in New York.”

Research shows that 46% of all searches made on Google have local intent. About 88% of these consumers search locally on their smartphone and visit or call a store within a day. This means optimizing your website for local SEO increases the chances of potential clients finding your family law practice.


But how do you optimize for local SEO for a family law firm? Here are some local SEO tips and best practices to help you get

1. Claim and Optimize Your Google My Business Profile

Google My Business (GMB) is a free listing tool that allows you to create and manage your business profile on Google. This profile often appears on top of the search results for local queries on Google Maps, Google Search, and other services.

With a GMB profile, you can upload and display important information about your family’s legal business. Such information includes your business name, address, phone number, location, website, hours of operation, reviews, photos, and more.

A GMB profile can help you communicate with your local customers, answer their questions, and showcase your expertise. This improves online visibility, traffic volume, customer engagement, and better conversions. All you need is to create and optimize your GMB profile properly by following these steps:

  • Go to and register or sign in to your Google account.
  • Enter your business name and email address associated with your domain to claim.
  • Verify your business by selecting one of the verification methods offered by Google, such as phone calls, email, or instant verification.
  • Fill out all the relevant details about your business accurately, such as:

o   Name and business category (e.g., family law firm)

o   Service areas or physical locations (e.g., cities or zip codes)

o   Description (e.g., what you do and what makes you unique)

o   Contact details (e.g., email and phone number).

Ensure all your information is accurate, consistent, complete, and up-to-date. Use keywords relevant to your niche and location, and add high-quality photos of your office, team, logo, and work samples to attract potential local clients.

According to BrightLocal, 98% of consumers read reviews of local businesses. 58% consider choosing local businesses with a high star rating. Encourage your happy clients to leave reviews on your GMB profile and respond to them politely and professionally to boost your credibility. Then update your GMB profile regularly with new information, offers, events, or posts to claim your business.

2. Infuse SEO Content Marketing into Your Legal Blog Writing

Infusing SEO content marketing into your legal blog writing can help establish your authority as a thought industry leader. You educate your potential clients, address pain points, showcase your expertise, build trust and rapport, and drive more traffic to your website.

However, creating content is not enough. You must optimize it for search engines by leveraging SEO so it can rank for keywords your potential clients are using. SEO involves improving your website’s visibility and relevance for search engines by following the best SEO marketing practices. Here’s how to incorporate SEO into your content strategy:

Perform Local Keyword Research

Use tools like Ahrefs or SEMrush to find out what keywords people search for related to family law in your area. This will help you generate family law content ideas for your website. Choose keywords with high search volume yet low competition and match search intent to perform better in local search results.

Avoid targeting “family lawyer” as it is too broad and competitive. Instead, target a keyword like “how to find a female family law attorney near me,” as it’s more focused and likely to attract qualified leads.

Create Localized Content

Developing localized content is an effective way to improve your local SEO. Consider writing blog posts or articles that address family law topics specific to your local area. Ensure your posts answer the questions and address your potential client’s pain points.

Discuss local laws, regulations, and recent cases to establish yourself as a trusted resource and showcase your expertise. You can also create location-based landing pages on your website to target specific cities or regions you serve.

Provide helpful information, tips, advice, case studies, testimonials, or FAQs that showcase your expertise and value proposition.

Utilize Local Keywords

Integrate relevant local keywords throughout your website and content. Identify commonly searched terms such as “family lawyer near me,” “family law attorney in [your city],” or “family court lawyers [your region].”

Incorporate these keywords naturally into your page titles, headings, meta tags, URL, image ALT text, and content to boost your chances of ranking higher in local search results. Avoid keyword stuffing or over-optimization, which can harm your ranking and user experience.

Keep Your Content Fresh

Google favors websites that provide new and updated information to their users. So, update your content regularly to keep it fresh and relevant. Include targeted keywords like “family lawyer near me” to increase your chances of appearing in local search results.

You can also repurpose your old content into different formats, such as infographics, videos, eBooks, or podcasts.

By following these steps, you can easily infuse SEO content marketing into your legal blog writing. This helps boost your online visibility and reputation as a “family lawyer near me,” attracting more traffic and conversions.

3. Build Local Citations and Backlinks

Citations are the mentions of your law firm’s name, address, and phone number (NAP) on other websites. Ensure your NAP information is accurate and consistent across all online directories, legal directories, and local business listings to boost your local SEO efforts.

Seek opportunities to earn high-quality backlinks from local organizations, legal publications, or other reputable sources. This can enhance your online authority and improve your search engine rankings.

4. Leverage Schema Markup

Implementing schema markup on your website can provide search engines with specific information about your law firm. Use schema markup to highlight your location, contact details, business hours, practice areas, and customer reviews. This structured data can improve the visibility and relevancy of your website in local search results.

What humans see

What search engines or crawlers see

5. Engage on Social Media Platforms

Building and maintaining an active presence on social media platforms can complement your local SEO efforts. Create profiles on popular platforms like LinkedIn, Facebook, or Twitter and regularly post relevant content, updates, and insights related to family law.

Engage with your audience, promptly respond to comments and messages, and share your blog posts or articles. This enables you to reach more audiences, increase your visibility and encourage engagement.

Hire a Family Law Writer Today

Leveraging local SEO effectively markets your legal business to potential clients searching for a “family lawyer near me.” All you need is to optimize your Google My Business profile and infuse SEO content marketing into your legal blog writing.

Use relevant local keywords, build citations and backlinks, implement schema markup, and engage on social media. These valuable tactics can enhance local visibility, attract more clients, and boost your sales.

However, optimizing your business for local SEO can take time and effort. There are many aspects, like keyword research, content creation, on-page optimization, and link building, to consider. Consider hiring a family lawyer content writer from reliable services, like SEO Markers, to help simplify the process.

We have a pool of expert legal writers who deliver quality, unique, and engaging content optimized for local searches. Contact us to learn more about our legal blog writing services, or place an order and let us help boost your local SEO efforts today.

Becky Wright

Becky Wright is a digital strategist and content manager with over 10 years experience as a digital marketer.


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