How to improve local search rankings for law firms in Australia
Local SEO helps your law firm appear when people in your area search specifically for legal services. With many Australians turning to Google before contacting a lawyer, improving local search visibility is essential for building trust and increasing visibility. This guide explains how to optimise your online presence to increase the chances of appearing high up in local search.
Local SEO is particularly important for law firms that rely on clients within a specific geographic area, such as suburban family lawyers, personal injury lawyers, criminal lawyers and estate planning practices. Even firms with offices across multiple cities can benefit from dedicated local optimisation for each location.
Why local SEO matters
Local SEO focuses on helping your firm appear in searches that include a suburb, city or region, or when Google assumes local intent (by the searcher). For example:
- Family lawyer Melbourne;
- Criminal defence lawyer near me;
- Brisbane personal injury lawyers.
Australians searching for legal help often want assistance quickly, which means they are more likely to contact firms that appear prominently online. Ranking locally also helps build credibility, as users often trust firms that show up consistently across Maps, Search and other directories.
Setting up and optimising Google Business Profile
A Google Business Profile (GBP) is one of the most influential factors for local SEO. It powers your Google Maps listing and influences your chances of appearing in the top of local search results.
Key optimisation steps for your Google Business Profile
- Complete every field including practice areas, office hours and phone number;
- Use your official business name and correct address format;
- Select accurate primary and secondary categories (for example, Lawyer, Family Law Attorney, Personal Injury Lawyer);
- Add high-quality photos of your office, team and signage;
- Update opening hours for holidays and event days;
- Enable messaging if suitable for your practice type.
Using posts and updates
Google Business Profile allows you to share updates and helpful content. Benefits include increased visibility and stronger engagement signals. Share updates such as community involvement, legal tips, new blog posts and firm news.
Accurate name, address and phone number consistency
Search engines value consistency. Even small variations in your business details can reduce trust signals. Ensure your:
- name;
- address;
- phone number;
- website link,
are identical across Google, your website and any other external listings.
Location pages for multi-office law firms
If your firm has more than one office, create a dedicated landing page for each location. consider including:
- full contact details and office hours;
- a map embed;
- specific legal services offered at that location;
- localised language referencing the suburb or region;
- driving and public transport directions.
Local case studies or community involvement references (do you sponsor a local sports team) can also strengthen relevance.
Local keyword research for law firms
Unlike general SEO, local SEO prioritises location keywords. Include key terms throughout your website in a natural way. Examples include:
- Family lawyer in Adelaide;
- Gold Coast Wills and Estates lawyer;
- Sydney workplace injury law firm.
Use suburb-level keywords where appropriate. If you serve several areas, create tailored service and location pages instead of stuffing many suburbs into one page.
Content marketing with local relevance
Publishing helpful, locally relevant (for example, state-based legislative references) content builds trust and improves rankings. Ideas include:
- local case law insights or law changes relevant to your state;
- guides to Court processes in your jurisdiction;
- local community legal issues or events your firm supports;
- articles referencing, for example, Queensland workers compensation laws, Tasmanian criminal sentencing, or Victorian probate rules.
Aim for clarity and usefulness rather than overly technical explanations. Google prioritises content that demonstrates practical value to users.
Building local citations and legal directory profiles
A citation is any online reference to your business details. Building consistent listings across reputable legal and local directories strengthens credibility. Examples include:
- Law Society directory for your state or territory;
- Local Chamber of Commerce directory;
- Legal-specific platforms and trusted Australian directories.
Only list your firm on quality websites. Avoid spammy or irrelevant directory sites.
Online reviews and reputation signals
Online reviews build trust and help Google understand that your firm delivers good service.
Tips for managing Google reviews
- Encourage satisfied clients to leave a review (without incentives);
- Respond professionally to all reviews, positive or negative;
- Avoid breaching confidentiality or ethical constraints when responding;
- Do not post fake reviews or pay for reviews, as this can lead to penalties.
A steady stream of genuine (positive) reviews supports long-term rankings and client confidence.
Further reading: “Responding to negative online reviews”
Optimising for mobile and user experience
Most local legal searches in Australia happen on mobile devices. A fast, mobile-friendly site helps you keep visitors engaged and improves rankings.
Check that:
- pages load quickly;
- buttons are easy to tap (including suitably sized buttons);
- phone number and email links are clickable;
- the website works well on all devices.
If users struggle to use your site, they are less likely to contact you and Google may reduce your ranking.
Measuring local SEO performance
Monitor performance to track improvements and identify new opportunities.
Useful tools include:
- Google Analytics for website traffic and user behaviour;
- Google Search Console for search queries and ranking trends;
- Google Business Profile Insights for calls, direction requests and visits.
Frequently asked questions about local SEO for law firms
How long does local SEO take to show results?
Most firms see improvements in three to six months. Highly competitive practice areas and cities may take longer.
Do small suburban law firms need local SEO?
Yes. Smaller firms often benefit most because clients search locally for services like family law, conveyancing and Wills.
Can social media improve local SEO?
Social profiles do not directly boost rankings, but they support brand visibility and help build trust and referral traffic, so add them to your Google Business Profile.
In summary
Local SEO helps your law firm stand out in your immediate community and reach clients who are actively searching for legal help. With the right setup, ongoing content and a consistent local presence, your firm can build long-term visibility, trust and enquiries.
A good starting place is your Google Business Profile. Ensure your contact details are consistent and publish useful, locally relevant content. Keep your hours of business updated (including public holiday or other non-standard closures). Over time, these efforts strengthen your reputation and make your firm easier to find when potential clients need you most.