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Local pack & GBP optimization
Every practice area gets its own GBP optimization layer — categories, attributes, posts, photos. Geo-modified queries owned in the maps three-pack.
Legal SEO
The case lead lives in the map pack. We make sure you're in it.
Local pack optimization, practice-area pillar pages, attorney bios that rank, and AI-search optimization — built for the way prospects actually search for legal services.
Why legal SEO is its own discipline
Most "SEO agencies" treat law firms like any other local business. They're not. The competition is brutal in the high-value categories (PI, mass torts, family law, criminal defense). The bar rules constrain what you can say. The case values mean a single ranking move can be worth six figures. And the local pack — not the classic blue links — is where most case leads actually decide.
Our legal SEO practice is built around those four realities. We've worked across plaintiff and defense PI, estate and family law, criminal defense, and corporate law. The framework is the same; the application is specific to each.
The signature framework, applied to legal
Every engagement runs through our proprietary 8-Pillar Audit framework — but the legal version filters each pillar through bar-rule compliance, jurisdictional consideration, and case-value prioritization. By the time we hand you the audit, you have a prioritized roadmap mapped to signed-case potential, not just "ranking potential."
Cross-practice work for law firms
Most law firms hire us for more than SEO. The natural bundle:
- Full firm strategy — the umbrella industry landing
- Paid media — LSAs and PPC for higher-intent practice areas
- Custom firm site — sub-second LCP, AI-ready schema, conversion-engineered intake
- Practice-area content — pillar pages and FAQ structures that earn AI citations
What you get when we run seo for law firms
A modular, deeply-instrumented program — not a checklist. Every workstream below is wired to revenue.
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Practice-area pillar pages
Long-form, schema-rich pages for every practice area you handle — written to rank classically and structured for AI Overview extraction.
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Attorney bio pages that rank
Individual attorney pages with Person + Attorney schema, awards, education, bar admissions, and named-query optimization for partner-level search.
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Citation building (legal-specific)
Avvo, Justia, FindLaw, Martindale, Lawyers.com, plus state and city bar directories. Consistent NAP, real categorization.
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Review velocity & response
Strategic review generation campaigns and response frameworks that build social proof without violating bar testimonial rules.
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AI-search optimization for legal queries
Structured for "should I hire a lawyer for X" extractive answers. LegalService and Attorney JSON-LD schema. llms.txt manifests positioning the firm as canonical source.
Our process is boring on purpose.
Repeatable. Documented. Measurable. We've shipped this exact sequence hundreds of times.
- 01
The 8-Pillar Audit (legal lens)
Standard 8-Pillar Audit, applied through legal-specific filters: bar rules, jurisdictional considerations, practice-area competitive landscape, local pack composition.
- 02
Practice-area prioritization
Not every practice area is worth equal effort. We prioritize by case value, conversion rate, and SEO opportunity — focused effort beats spread-thin effort every time.
- 03
Execute
On-page optimization, technical fixes, citation building, content development, local pack push. Owner-led, with the senior team running the day-to-day.
- 04
Measure on signed cases
Call tracking, source attribution, intake-to-signed-case reporting. Not impressions. Not rankings. Signed cases.
The things people ask before they sign.
How long until we see ranking movement?
Local SEO movement (GBP and map pack) often shows up in 60–90 days. Classic organic rankings on practice-area pages typically take 4–6 months. Lead-flow improvements often show up in 30–60 days as the local pack tightens, even before organic ranks catch up.
Do you guarantee top three in the map pack?
No. Anyone guaranteeing local pack placement doesn't understand how Google ranks local results — or is willing to lie about it. What we guarantee: a methodical approach, transparent reporting, and effort that compounds.
What about LSAs (Local Services Ads)?
If your practice area is eligible (most consumer-facing legal practices are), LSAs are often the highest-ROI paid channel available. We set up, optimize, and integrate LSA management with the local SEO work so the two reinforce.
Will the work comply with my state bar?
Yes. Every ad, every landing page, every content piece is reviewed against the relevant state bar's advertising rules. We defer to your compliance counsel on edge cases — but in practice, we know the major bars (MO, IL, CA, NY, TX, FL) well enough to draft compliant from the start.
How is this different from your general SEO service?
Same 8-Pillar framework, but applied through a legal-specific filter. Citation sources are legal directories, not generic. Schema is LegalService + Attorney. Content is legal practice-area content with the bar-rule overlay. Reporting maps to signed cases, not just leads.
/ 05 — Next move
Get Your Free Firm SEO Audit
We'll audit your local pack, your practice-area pages, your competitor landscape, and your AI-search readiness — and tell you the prioritized work order.