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.

“Law firm marketing” has a search volume of 170 and a Semrush keyword difficulty score of 30. (data: as of February 2025)
Imagine that you’re a family lawyer and your firm pops up when someone searches “divorce lawyer in Singapore”. It’s an almost 100% certainty that you’ll get enquiries and clients.
Local SEO as a strategy is highly recommended.

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

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:

Free tools like Google keyword planner can help you identify high-performing local keywords. You can include and optimize these keywords for specific service pages on your website.

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:

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.

You can use SEO tools like Moz Local to streamline this processI’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):

sg.enrollbusiness.com https://sg.enrollbusiness.com
hotfrog.sg https://hotfrog.sg
Singapore Biz Directory https://singapore-business-directory.com
Singapore Companies Directory http://singapore-companies-directory.com
Angloinfo http://singapore.angloinfo.com
SingaporeAdvice.com http://www.singaporeadvice.com
Streetdirectory.com http://webpages.streetdirectory.com
Zipleaf https://sg.zipleaf.com/
Singapore SME.Com https://singapore-sme.com/
Yalwa https://singapore.yalwa.sg
Simapages https://sg.simapages.com
Yoys https://www.yoys.sg
Singapore Expats https://singaporeexpats.com
Where2Go https://where2go.com
Sheryna https://sheryna.sg
Street Directory http://webpages.streetdirectory.com
Angloinfo Singapore http://singapore.angloinfo.com
Yelu https://yelu.sg
Times Business Directory https://timesbusinessdirectory.com
Yelp https://yelp.com.sg
Hotfrog https://hotfrog.sg
Kompass https://sg.kompass.com
Expat https://expat.com
Singapore Business Directory https://singapore-business-directory.com
Yellow Pages https://yps.com.sg

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:

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:

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!

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