Local SEO for lawyers and law firms is one of the best ways to connect with potential clients. Traditional SEO is also highly competitive and takes forever. So why not take a “shortcut” by ranking for commercial keywords in the Google Maps pack? Today, you can do so by optimizing your firm’s local SEO presence. You can rank higher in local search results for keywords with high buying intent. The best part? You can outrank companies that are ranked on the traditional search results.
Our agency is ranked for “law firm marketing” in the Google maps pack for Google.Com.Sg.
What is Local SEO?
Local SEO is when you optimize your business for localized search results. This can be targeting local keywords on service pages to optimizing your Google Maps Pack. In Singapore, this means searches from Google.com.sg. Local SEO is essential for small and medium-sized enterprises.
It helps local businesses appear prominently in the Google Maps pack when potential customers search for relevant services or products.
Think of keywords and search queries such as:
“Swimming classes Singapore”
“Fitness gyms in Pasir Ris/ Tampines”
“Malay Food Restaurants nearby me.”
The Difference Between Local SEO and General SEO
“Traditional”, general SEO aims to improve a website’s visibility on traditional search engine results, or on a “global scale”. However local SEO hones in on enhancing a business’s presence within a specific geographic area.
This is particularly beneficial for businesses that serve local audiences and need to attract customers who are nearby.
Introduction to Google My Business
Google My Business (GMB) is a free tool that helps law firms like yours appear in local search results when someone searches for local services: like “divorce lawyer Singapore” or “criminal lawyer Singapore.”
This is the pay per click section of Google’s search results:
This is the Google maps pack section of Google’s search results:
This is the traditional SEO section of Google’s search results:
If optimized, your Google my business profile ideally shows up in the local map pack, which is prime real estate on Google featuring a map and a list of similar local businesses.
This means more clicks, calls, and inquiries.
Note: the local map pack ranks above traditional SEO search results, and in many cases, it is comparatively easier to get on the map pack.
Local SEO for Lawyers and Law Firms – How to Rank Higher?
Ranking Factor 1: Optimize Your Google Business Profile
Google Business Profile (formerly Google My Business) is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. Optimizing your Google Business Profile is important for appearing in Google’s “Local Pack,”. This is the set of three highlighted local business listings that appear at the top of search results.
The Basics of How to Optimize Google My Business for Singapore Law Firms
- Claim and verify your profile: Visit Google Business Profile Manager to claim your law firm’s listing.
- Fill in all essential details: Include your firm’s name, address, phone number, website, office hours, and legal services.
- Upload photos: Showcase your office, team, or even infographics explaining your legal expertise.
- Respond Promptly to Reviews: You can slip in some keywords in a smart manner this way too!
- Create Incentives for Great Customer Reviews: Outreach to past and current customers to provide positive reviews on your Google My Business profile. If you got an email list or a customer data base, it is a good place to start!
Pro Tip: Use your Google My Business categories to highlight your niche services, like “corporate legal services for SMEs in Singapore.”
Localized Keywords: Driving Relevant Traffic
Instead of targeting broad terms like “Singapore lawyer,” go for more localized search terms such as:
- “Family lawyer Singapore”
- “Divorce lawyer Singapore”
Lastly, put up high-quality photos of your business, products, or services can attract more customers. Update your profile regularly with new photos, services and engagement with customers.
Ranking Factor 2: Ensure NAP Consistency Across Local Citations
NAP stands for Name, Address, and Phone Number. Local citations are any mention of your law firm’s NAP details on the internet. Think of legal directories, business listings, and even local blogs. Search engines like Google use citations, directories to verify your law firm’s credibility and location.
Inconsistent NAP details across platforms can confuse search engines.
To get started with quality citations, submit your firm’s details to:
- Legal/ Niche Directories: Law Society Singapore
- General Directories: Yellow Pages Singapore
Yes, inconsistent phone numbers, office addresses or email addresses can frustrate not only search engines, but potential clients. Secondly, duplicate, multiple GMB or directory entries for the same firm can hurt your local SEO efforts.
- Consistent Business Name, Address, Phone Number (NAP): Ensure these details are prominently displayed and consistent with other listings. Make sure your business name, address, and phone number (NAP) are correct and consistent across Google platforms and social media platforms. Include your website URL, business hours, and categories.
- Hours of Operation and Contact Form: Clearly state your business hours and provide a contact form for inquiries.
You can use SEO tools like Moz Local to streamline this process. I’ll consider aiming for at least 10 high-quality local citations to build strong local authority.
Or, if you find it all too confusing you can hire an SEO consultant to help you conduct an audit to ensure that your business information is accurate and consistent across all directories, aggregators, and social media platforms.
Ranking Factor 3: Get Listed on Local Directories
Local directories provide citations and backlinks that influence local search rankings. Listing your business in reputable directories can enhance your visibility and credibility.
Here’s a List of Singapore Business Specific Directories (To be Further Updated):
Here’s a List of Legal Specific Directories in Singapore (To be Further Updated):
| Website | Link |
|---|---|
| Law Society Singapore – Find a Lawyer | https://www.lawsociety.org.sg/find-a-lawyer/ |
| Law Guide Singapore – Directory | https://www.lawguidesingapore.com/directory/ |
Ranking Factor 4: How to Get Google My Business Reviews for Your Legal Practice
Today, online reviews are the modern-day word-of-mouth. It not only increases trust, but helps you rank higher on the local map pack for your desired search term.
Encouraging Client Reviews (Ethically)
Here’s how you can ethically ask for reviews:
- Simply request feedback after successfully resolving a client’s case
- Got a client data base? Send out emails with direct links to your Google My Business profile
- Create ethical incentives for great customer reviews
- Outreach to past and current customers to provide positive reviews. If you got an email list or a customer data base, it’s a good place to start promoting your profiles to past and current customers!
- Or hire a digital marketing firm for legal firms to effectively reach out to your entire client base one by one
- Respond promptly to reviews
Ranking Factor 5: Localized Content and Backlinks
Creating localized content boosts your local SEO and establishes your business as a relevant authority. SingaporeLegalAdvice.com exemplifies this approach with Singapore specific legal content.
For location specific blog content, research local keywords first. Include these keywords in titles, headings, and throughout your content.
Ranking Factor 6: Local Backlinks
Traditional backlinks still plays a role.
You can acquire links from local and niche-specific websites. For instance, a Singapore based law firm should try to get backlinks from Singapore based and legal- pecific websites.
Measuring the ROI of Local SEO Efforts
Tracking is crucial to understand what’s working. Use these tools:
- Google Analytics: Monitor website traffic
- Google My Business Page Insights: Track calls, clicks, and requests directly from your Google My Business Profile
- Calls and Inquiries: Check if phone calls and messages have gone up
- Keyword rankings: Track for improvements if you’re ranking for local keywords!
Final Thoughts
Local SEO today isn’t just a “nice-to-have” for Singapore lawyers and law firms. It is a MUST! Local SEO is also way less demanding to optimize than traditional SEO.
Optimizing your Google Business Profile, ensuring consistent business details across platforms, listing your business in local directories, and creating localized content is much less strenuous than traditional SEO: technical SEO and backlink outreach.
Now… go claim that Google My Business profile and start getting clients through those local searches! You can get ranked in a couple of weeks before even building a single backlink!