Local SEO is an integral aspect of many law firms’ search marketing efforts. It’s especially important if you’re a smaller firm with a singular office location. Your main priority is to ensure that your firm appears in top positions for local-based searches in order to bring in your share of the traffic. One strategy that’s gaining a lot of ground recently is optimizing your site for near me searches. Here I’ll discuss the power of these searches and how you can capitalize on them.
What are Near Me Searches?
You’re probably well aware of how many Internet users now use mobile devices (more than 50 percent). These are users who often base their searches on geographic-centric criteria and want to find information on businesses within a finite radius of their location. As a result, Google has seen a massive spike in near me searches where users type in a word followed by “near me.”
A 2015 article from Search Engine Land reported, “Search queries that contain a location qualifier such as ‘nearby’ or ‘near me’ have doubled that year. Eighty percent of those searches come from mobile devices.” Just look at recent data from Google Trends that shows the dramatic spike that’s happening in 2017.
This shows us firsthand the volume of search users who are entering “near me” to find local businesses. It’s quick, it’s easy and it’s ideal for mobile users who want instant information.
An SEO Gold Mine
If you can get your law firm’s site to rank on page one for [your city “near me”], you’re almost guaranteed to bring in an influx of targeted traffic. More importantly, these are potential clients right in your area who are in need of legal guidance. As a result, many of your leads will be warm to hot. But like in any area of SEO, you need to know how to rank for this keyword phrase.
Tips for Ranking
There are several ways to improve your chances. You obviously want to do the basics like sign up for Google My Business and thoroughly fill out your profile with up-to-date business information. Include location indicators like your address and telephone number. You’ll also want to encourage satisfied clients to leave reviews because the volume of customer feedback is a significant factor in Google’s local SEO algorithm.
Another technique is to include location specific keywords on your website and in your copy. For instance, you might include your city on your homepage title and in your H1 tag.
An example would be “San Diego Personal Injury Attorney” rather than just “Personal Injury Attorney.”
Search Engine Watch offers another good suggestion and that’s to attract plenty of local links to your site. “Think about events, directories, local news sites, awards, schools and colleges, non-competing companies, and so on.” For more ideas on how to rank for near me searches, check out this guide from Clutch.
Staying up on SEO trends is a big part of being successful and gives you an edge over competitors. Although the “near me” trend will probably burst in a few years, it’s huge at the moment. Optimizing your law firm’s site around these types of searches is your ticket to effectively reaching mobile users and dominating local SERPs.