Did you know that 96% of Australians turn to Google when they need legal services? (lawyer.com.au)
Yet many small and medium-sized law firms assume that just having a website is enough. What they miss is the critical — and local — piece: showing up when someone nearby searches “family lawyer Parramatta” or “DUI lawyer Melbourne.”
Local SEO isn’t optional anymore — it’s how potential clients find you before they ever call, email, or walk through your door.
What is local SEO, and why does it matter?
Local SEO is about ensuring your law firm is visible to people searching for legal assistance in your area.
It’s what puts you:
-
on Google Maps,
-
In “lawyer near me” results,
-
and at the top when someone adds a suburb or city to their search.
Unlike general SEO (which focuses on national or broad searches), local SEO helps you compete in your immediate market, where your actual clients are.
As legalstudio.com.au puts it, “For legal professionals, local SEO is crucial because legal services are inherently location-based.” Clients need lawyers licensed to practise in their state and familiar with local laws.
Setting up your Google Business Profile (GBP)
Your Google Business Profile is a free business listing that allows you to appear on Google Maps and in local searches.
What should it include?
-
Name, address, phone number (NAP)
-
Practice areas (family law, criminal law, wills, etc.)
-
Business hours
-
Photos of your office, team, and logo
-
Client reviews
Example:
Someone searches “divorce lawyer Bondi.” If you have a complete Google Business Profile, you show up on the map, with photos, reviews, and a clickable number. Without it, you’re invisible.
What’s NAP, and why is it important?
NAP stands for Name, Address, Phone Number.
It needs to be exactly the same everywhere online — your website, Google Business Profile, legal directories, and even social media.
Example of a mismatch that hurts SEO:
-
Website: “Smith & Co. Lawyers, Level 5, 123 George St, Sydney”
-
Google: “Smith and Co Lawyers, Suite 5, 123 George Street, Sydney NSW”
Google reads these as two different businesses. Always keep NAP consistent.
Local citations and directories
Citations are mentions of your firm’s NAP on trusted sites. They help Google confirm you’re legitimate.
Best Australian legal directories:
-
Law Society of NSW / Victoria / Queensland
-
Legal 500 Australia
-
FindLaw Australia
-
Lawyers.com.au
-
Aussie Legal
Example:
If you’re listed in the Law Society directory with a matching NAP, Google is more likely to rank you in local searches.
Location pages and service areas
Don’t rely on one general “family law” page. Create separate pages for each suburb or service area.
Example:
-
Family lawyer Parramatta
-
Divorce lawyer Melbourne CBD
-
Criminal Lawyer Brisbane Northside
On each page:
-
explain services,
-
mention the suburb naturally,
-
and show local expertise.
Why?
Because people search “lawyer + suburb,” not “lawyer Australia.”
Local reviews and reputation
Reviews aren’t just for clients — they’re one of Google’s top local ranking factors.
How to get them:
-
Ask satisfied clients (after a good outcome).
-
Email a simple, polite request with a direct link to the review.
-
Reply to all reviews, even negative ones.
Example:
A firm with 15 positive reviews will usually outrank a firm with zero reviews, regardless of its size or age.
Local link building
Local links indicate to Google that you’re part of the community.
Ideas:
-
Sponsor a local footy team (get listed on their site).
-
Speak at community or legal events (ask for a bio page).
-
Join local business networks.
-
Get mentioned in the local news.
Example:
A link from the Surry Hills Chamber of Commerce can boost a Surry Hills law firm’s visibility.
Common mistakes in local legal SEO
-
No Google Business Profile
-
Inconsistent NAP across sites
-
No suburb-specific pages
-
Ignoring client reviews
-
Skipping local link opportunities
-
Using duplicate or thin content
Final thoughts
Local SEO is one of the most powerful and underused tools for Australian law firms.
From optimising your Google Business Profile to building local links, every step makes it easier for the right clients to find you, not just “a lawyer,” but you.
Want help making sure your firm stands out locally? Let’s talk.
FAQs
How do I rank my law firm locally in Australia?
Set up your Google Business Profile, ensure consistent NAP, get listed in directories, collect reviews, and build local links.
What is Google Business Profile, and why does my firm need it?
It’s your free Google listing, showing your name, location, hours, photos, and reviews on Maps.
How long does local SEO take?
3–6 months for steady progress, with faster results for Maps visibility if set up correctly.
Can I do it myself, or do I need an agency?
You can handle the basics, but competitive suburbs often require professional help for optimal results.
