Despite being two distinct concepts, mobile and local SEO work well together, much like “salt and pepper.” Within the context of web marketing, they are no longer distinct methods or strategies. Any genuine digital marketing campaign fully incorporates them. Both require immediate attention, examination, investigation, and investment.
Mobile Optimization and SEO Localization
Mobile optimization and SEO localization go hand in hand because the majority of local searches are done on mobile devices. Mobile optimization, strictly speaking, refers to optimization for mobile devices, whereas localization focuses on rankings for local searches.
On desktop searches, local results regularly show up, and on mobile searches, the close-to-home results typically take precedence over other organic listings.
Any delay just leads to longer ramp-up times. In the interim, your competitors are embracing local and mobile technology and becoming more valued sites. While you might want to “unseat” them, the longer they remain in their positions, the more difficult it becomes
The architectural portion of a website is where mobile optimization is mostly addressed. In essence, it comes down to making sure your website is responsive to mobile devices and that your page load times are as quick as possible. If you do those two things, your website will generally be mobile-friendly and your local SEO strategy will take care of the rest.
Amazingly, many legal firms are not optimized for local results, which is surprising. This means that firms still have a ways to go before they can fully capitalize on driving local traffic. Search Engine Journal states that it is also important to enhance your online reputation to boost your influence in the legal field.
Therefore, how you set up your website is the foundation of all optimization. Forbes adds that personalization and localization work together to ensure you connect better with your clients and speak their language.
The Importance of Site Authority
Site authority is crucial for both local and organic SEO. That is the value that visitors place on your legal website. With traditional organic optimization, you’re up against a global network of websites – all vying to be the go-to resource. The pool is substantially smaller with local optimization, making success more likely.
In addition to having fewer competitors, that competition is also more strategically oriented when you use local optimization. Other than the areas where your law firm is based, you don’t need to be a local authority.
The Use Local Keywords
The use of local keywords is necessary if you want to rank for local searches. Additionally, using too many keywords or spamming is ineffective, just like all other forms of keyword optimization.
It’s not about how often you can include the names of your city or place in your content, but rather about leveraging the on-page opportunity to target those areas when and where it makes sense.
Optimized City-Specific Pages
The creation of tailored, optimized pages for each city you want to target is one tactic that, when done correctly, can be effective. If not done correctly, this can easily turn into a spammy tactic, so prioritize quality over number. Try not to create a page for every city at once if your company has a large geographic footprint. Start by focusing on your greatest opportunities.
Make sure each page gives something of value to visitors who might browse several local pages and is distinct in its own right. The value is what matters most.
You have no control over a number of off-site and third-party signals that are taken into account by local searches. Sometimes you just have to accept the fact that you won’t always appear at the top of search results.
Your Firm’s Distance from the City Center
How close is your legal firm to the downtown area? Your ranking will be affected by how near you are to the hub of where you live. You will never be competitive unless you’re willing to relocate to “downtown” or to the core part of town. That, of course, only applies to one city.
Business Proximity to the Searcher
You will appear higher in search results the closer the searcher is to you when they perform a search. Therefore, there is a good chance that another competing firm that is located closer to the searcher’s location may appear above your result.
You also have some, but not complete, control over a variety of external signals. The constancy of your name, address, and phone number in local aggregators, local links and citations are examples.
To make sure that the information about your organization is noted accurately, you need to provide consistent contact info.
Customer Reviews and Comments
Customer comments play a significant role in how local search algorithms choose which sites should rank higher. Of course, a review’s caliber is very important as well. The velocity, or frequency, with which reviews are received, whether your keywords and/or local geographic keywords are used in the reviews, the variety of review sites that are displaying reviews, and the authority of the reviewer are some of the factors that search engines take into consideration.
As a lawyer, make it easy for clients to leave reviews. For example, you might follow up with a postcard or an email and request a review with links to review sites. Don’t make them feel like they have to leave a review. Just let them know you’d like to hear from them.
Do not be put off by bad reviews. People who read reviews online hardly ever believe all those 5-star ratings. Allowing negative comments is important.
Encourage all reviewers to be truthful and upfront about their experiences when requesting reviews. Inform them that you’re using their feedback to improve client experience and that you can learn from it.
Encourage reviews, but don’t pay for them. It is legally unethical and can impact your professional standing.
While the above info does not cover everything there is to know about local and mobile optimization, it does give you a good starting point for researching and maintaining your local presence online.
Without integrating local optimization, there is actually no optimization at all. By skipping local SEO, you lose out on an enormous market of clients who would otherwise be directed—possibly literally—right to your firm’s front door.
Call a Local Digital Marketing Agency Now
Make it possible for people to find you and speak to you locally. Use the services of a top digital marketing agency. Get all the information you need now. Call Attorney. Online Marketing at (888) 992-9529 to set up an appointment today.
Be the first to start a conversation