TL;DR Local SEO helps law firms appear in Google’s local search results, especially in the “Map Pack” and searches like “divorce lawyer near me” or “best personal injury attorney in Chicago.” Key ranking factors include Google Business Profile optimization, consistent NAP (Name, Address, Phone) information, reviews, local citations, website content, and backlinks. Local SEO delivers higher long-term ROI compared to paid ads. Avoid mistakes like using PO box addresses, keyword stuffing, or neglecting reviews. Introduction When people need legal help, they often turn to Google and search for phrases such as: “Immigration lawyer near me” “Best family law attorney in Dallas” “Personal injury attorney in Chicago” If your law firm is not visible in those search results, you are losing valuable leads to competing firms. Local SEO helps ensure that your firm appears in local search results, Google Maps, and the top organic listings, giving you c...