Then vs. Now: The Evolution of Local SEO for Lawyers

Then: Word of Mouth and Offline Referrals

Searching for an attorney was an offline activity in the olden days. If someone was in need of some legal advice services , a friend or family member would normally be asked for recommendations. Most people used to find an honest attorney through word of mouth, and this was often the reputation locally that fed local law firms with new clients.

Now: The Digital Transformation and the Rise of Local SEO

With the advent of the internet and the rise of smartphones, the way people search for legal services has undergone a complete transformation. Instead of asking neighbors for a referral, most people now turn to search engines like Google to find a lawyer. The phrase “lawyer near me” has become one of the most common searches, making local SEO a critical strategy for law firms looking to attract clients. 

Local SEO is a process that optimizes the online presence of any law firm to ensure it appears in search results when prospects search for legal services in their area.

Then vs. Now: The Evolution of Global SEO for Lawyers

Then: Broad Content, Limited Reach

In the early days of the internet, global SEO for lawyers was quite straightforward but far less effective than today. The focus was on quantity above quality, with websites vying for such broad and ultra-competitive keywords as “lawyer” or “legal services.” This often worked in a shotgun approach where it generated content not keyed to specific services or expertise of the firm.

This ends up churning out volumes of superficial content that is not relevant to an audience and leaves little room for a law firm to be unique in the search engines.