When it comes to SEO and search ads for law firms, understanding Google local search intent is like being able to anticipate the judge or jury’s reaction. It’s crucial for a favorable verdict. What are they thinking? How will it influence how they see your client (or in this case, your law firm)?
Learning how to determine local search intent and then position yourself in those searches allows you to attract not just more online traffic, but the ideal clients that help your firm thrive.
What Are Google Searches with Local Intent?
For lawyers, most searches for legal services and your field of practice have local search intent. People want to work with a lawyer near them when they can. Google understands this and will favor local law firms and lawyers in local searches.
A local search doesn’t have to include verbiage like “near me” or “in San Diego”. Google knows where the searcher is and will prioritize lawyers near them on Google Maps, Voice, in the organic search results, and Google Ads (if you used proper geotargeting).
Aligning your online presence with this local search intent will allow you to appear more prominently in these local searches. In fact, you could become the go-to choice in your local region for your area of practice by localizing your online presence.
How Many Searches Have Local Intent
Google estimates that 46% of all searches are looking for something or someone local. These are often high-intention searchers who are ready to call now. Google has also determined that around 80% of local searches result in contact/visit within 24 hours.
Understanding local search intent is key to unlocking consistent legal leads.
Why Google Search Intent Matters for SEO
At the end of the day, searchers (some of whom are possible clients) only click your links when what they see in the search results aligns with their search intent.
One of Google’s goals is to present the most relevant results in searches. So, each time someone local clicks your link in a particular local search, they consider that a local vote for your site.
Search engines like Google use this information along with other local ranking factors to determine how visible (high ranking) you are in local searches. The more relevant you are in those searches, the more likely you are to attract your ideal clients.
But there’s more. Google also sees if they abandon your website immediately. This becomes a downvote. So, earning that click is the first step. Sure. But you also need to show Google that the searcher found what they were looking for when they go to your website.
So, we’ll need to address each of these factors to optimize your law firm for local search intent.
And of course, we’re talking about Google because they’re a big search engine. But other search engines, from Siri to Bing, use similar standards to rank lawyers locally. Decoding Google local search intent will help you do the same across platforms.
Why Google Ads Search Intent Matters
Paid search also comes into play here.
Google uses a similar system to determine if your ads are relevant in the searches where they appear. Except with ads, it can hurt your wallet.
If Google determines that your ads are not relevant for the searches you say you want to appear in, they charge you more for the ad through their Quality Score system. The lower your Quality Score goes, the more you pay for an ad.
But flip that binder around, and you have an amazing advantage over your competitors. If you maximize Google Ads local search intent, it lowers your ad costs, saving you money.
How to Determine Search Intent Is Local?
1. Take a Look at the Search Results (SERPs)
Examine top search results for your target keywords. What content does Google deem relevant? It’s whatever is ranking high.
Do you see your local competitors (or your firm) coming up in ads, Google maps, and/or organic search? Then, Google considers it a local search and tries to show locals the closest options. This is a search you want to appear in with locally relevant content.
Local SEO marketing tools can help you make this assessment, so consider the time that will be saved.
2. Look for Geographic Modifiers in Search Queries
While Google already knows where they are, some people look for services in certain areas out of habit or because they’re on a business trip while searching for lawyers in their hometown.
Even if the location with the keyword is not yours, this indicates that the terms with that location have local search intent.
The same applies to “near me” searches.
3. Gain Greater Insights with Local SEO Tools
A lot of the above is manual and can be time-consuming when you’re researching possible keyword phrases to target. Local SEO tools can streamline the process, helping you quickly identify the most relevant local searches based on your practice’s unique qualities and competitive landscape.
4. Look at Where Your Traffic is Coming from
Use local analytics tools like Google Analytics, Google Search Console, Google Ads Analytics, and Surefire Local to see where your traffic is coming from.
If you’re a local lawyer who principally serves the local community, and you’re seeing substantial traffic from other states and regions you’ve never served, this means you’re attracting people who could never be your clients. That’s a waste of resources.
The fix is to localize your online presence by aligning with local search intent.
Strategies to Align with Google Local Search Intent
1. Optimize Your Google Business Profile (GBP)
Your Google Business Profile is like an optimized version of your website. All the most important information is front-and-center:
- Hours
- Contact
- Scheduling
- Promotions
- Field / Specialty
- And more
Ensuring that this profile is complete and regularly updated is critical to establishing your local online presence.
Post locally-relevant content and encourage reviews from clients. Add photos and videos of your team (and happy clients) with written permission. Showcase your firm, your friendliness, and your success visually.
2. Incorporate Local Keywords into Your Website Content
Use local keyword research tools to decode the search terms people in your area use to find law firms like yours. You may find they search for niche services and considerations. And if you offer those, talk about them on your Google description, website, and social media.
3. Use Geotags
Geotags are metadata (hidden) attached to photos, videos, and other digital assets that communicate where that asset was created. These allow search engines to display locally relevant content to local searchers.
But these are also local trust signals for Google to use to determine which law firms are most locally relevant to given searchers.
Pro Tip: Explore geotagging tools that automatically add relevant geotags to your digital assets, and never forget to localize your content again. Let the local content grow and reach new leads!
4. Ensure Consistent NAP
When you submit your contact information to local directories, review sites, industry sites, and social media, these become local arrows pointing at your website.
Not only can people directly follow these arrows back to your website. Each one further builds confidence in your location. That can impact your ranking in local searches.
Again, local directory software can help you quickly submit your information and ensure it remains accurate across platforms.
5. Get More Reviews
Like directory information, each review from a local person becomes an arrow to your law firm, strengthening your local online presence to ensure you are visible in local searches with local search intent.
Don’t leave reviews to chance. Successful local companies automate review requests and actively work to get more reviews—from real clients, of course. Review request automation tools can help you track your online reputation across review platforms and automate the whole process—start to finish.
Respond to all reviews (positive and negative) to further build a robust local brand that meets local search intent. Your thoughtful and personalized responses demonstrate that you care about your clients and appreciate their business.
Local searchers use this information to make decisions that can turn into immediate new legal leads.
6. Geotarget Ads
Make sure your ads are appearing ONLY in local searches to reach your ideal clients—locals who need your services.
This not only avoids clicks from people who will never become clients because of proximity. It also increases the frequency with which locals see your ads in their local searches.
7. Create Locally Relevant Content
Find ways to build content around a local shared identity. This could include genuine references to local things and images from local festivals/events, beloved businesses, and notable landmarks. It can also include engagement in local charity work, local media mentions, and collaborations with local non-competing companies or influencers.
All of this local content adds up to local engagement and better visibility in searches with high local search intent.
Ready to learn more about how to dominate local searches? Schedule a free demo of our local all-in-one marketing platform for lawyers.