Local SEO for lawyers decides which firm a person calls after a car accident, an arrest or a separation, often from a phone and in a hurry. If your profile has a generic category, a virtual office address or no reviews you can safely answer, Google Maps sends those calls to another firm.
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2020
Building since
1,000+
Clients served
Canada
Served remotely
4.6/5
Rated on Clutch
Quick answer
Local SEO for lawyers means setting up your law firm Google Business Profile, website and reviews so the right clients find you when they search for a lawyer in your practice area nearby. It covers categories, offices, individual lawyer listings, booking links and review replies.
Many new clients search by need rather than by firm name: a family lawyer, an immigration lawyer, a real estate lawyer near them. Google bases local results mainly on relevance, distance and prominence, and the local pack usually shows three businesses, so a firm with only a generic category can miss practice-area searches it should appear for.
Legal marketing on Google Maps also carries professional obligations. Law societies set advertising and marketing rules that often restrict testimonials, claims of superiority and words that suggest specialization, and confidentiality shapes how you can reply to reviews. We draft with those limits in mind and flag anything to check against your law society's rules.
What's included
Lawyer SEO in Canada works best when everything matches, and we implement each item.
Lawyer or Law firm may be accurate, but practice-specific categories often match searches more closely. Many of Google's practice categories use the American word attorney, such as Family law attorney or Immigration attorney, and they suit a Canadian firm when accurate.
Each staffed office where clients can meet a lawyer can have its own profile. Shared boardrooms, virtual offices and meeting rooms booked by the hour cannot. We consolidate or remove listings that do not meet Google's guidelines before they put the main profile at risk.
Google's guidelines allow some public-facing professionals their own listing. We review existing lawyer listings, deal with outdated ones for lawyers who have left or retired, and make sure each remaining listing points to the right office and bio page.
A description within 750 characters, and services showing what you actually handle, such as separation agreements, wills and estates, or refugee claims, written plainly. We flag words like expert or specialist for you to check against your law society's rules.
Your appointment link goes to a page or booking tool where people can request a consultation, with a clear note on whether the first meeting is free or paid. If a conflict check has to happen first, the page explains that.
If you serve clients in French and English, we make that clear in the description and services and set up proper website pages in both languages. In Quebec, content is planned around the Charter of the French Language.
Requests go to every client at a suitable point, never filtered by how happy they seem, with CASL in mind and no reward offered. We agree the timing and wording with you first.
Reply templates that never confirm someone was a client, never mention a matter and never reveal what was discussed, even when a review is unfair. You get a short library of professional replies to adapt, plus guidance on when to say nothing.
Reviews and confidentiality
Even a line like 'we were sorry the result of your case was disappointing' confirms a lawyer and client relationship. Check your law society's rules before replying.
Languages and locations
Firms in Ottawa, Gatineau, Moncton and Montreal often serve clients in both official languages; our Ottawa local SEO page covers the capital region. An additional office needs its own address, signage and staff during stated hours before it gets a profile, and each new location goes through verification, now often by video recording. Our verification guide explains how to prepare.
How it works
Offices and listings first, then categories, reviews and content.
We score the firm's Google Business Profile out of 100, run a geo-grid snapshot for your main practice-area search, and check every office and lawyer listing for duplicates, outdated names and addresses that would not pass Google's guidelines.
Categories matched to practice areas, the description, services, appointment link and office photos, as set out on our Google Business Profile optimization page. Anything that could read as a testimonial or superiority claim is flagged for your law society check.
A review request process you approve, reply templates built around confidentiality, and consistent listings across YellowPages.ca, 411.ca, Bing Places and legal directories. Our Google review management page explains how the request flow works.
Practice-area pages and short posts on questions people search for, such as what to bring to a first consultation, written as general information rather than legal advice, in English, French or both.
Monthly geo-grid reports for each practice-area search, with calls and consultation requests from your own Google accounts. No one can guarantee a ranking, so reports show what changed and what we plan next.
Free audit · Guideline-safe changes · Reporting from your own accounts
Packages
Two separate things you can buy, and a free audit that tells you which one you need. Prices are in Canadian dollars, plus applicable GST/HST, and scoped after the free audit, once we know how many locations you have and what needs fixing.
| Free audit | One-off setup and optimization | Monthly management | |
|---|---|---|---|
| You get | Your profile scored out of 100, a geo-grid ranking snapshot and the fixes ranked by value | Every fix made: categories, services, description, photos, links, NAP and suspension risks | Posts, photos, review replies, edit monitoring, citations and rank tracking, every month |
| Who does the work | We do the review | Our team, with your approval on changes | Our team, on an agreed monthly plan |
| Reporting | One written audit | Before and after, from your own accounts | Monthly, from your own Google accounts |
| Price (CAD) | Free, no obligation | Scoped after the free audit | Scoped after the free audit |
| Best when | You do not know why you are not showing | You know the profile needs fixing once | You want it kept active and growing |
FAQ
The things Canadian business owners ask before they commission anything. If yours is not here, put it in the form.
No. Google's guidelines do not allow virtual offices, shared boardrooms or meeting rooms booked by the hour to be used as a business location. A profile needs a real office staffed during its stated hours. Listing a virtual address risks suspension and can mislead people looking for a nearby lawyer.
Not automatically. Google's guidelines allow some public-facing professionals to have their own listing, but extra listings can split reviews and confuse people. We look at how your firm is organized, which lawyers clients ask for by name and which old listings need tidying, then recommend a setup.
Yes, as long as you offer nothing in return, ask clients consistently rather than only the satisfied ones, and follow your law society's marketing rules. Review request emails and texts are commercial electronic messages under CASL, so each one must identify the firm and include an unsubscribe option.
Check your law society's rules first. Law societies often restrict claims of superiority and words that suggest specialization, sometimes allowing them only when certain conditions are met. We avoid those terms by default, describe what you do plainly, and leave any such claim for you to confirm.
Briefly, politely and without confirming the person was a client or mentioning any matter. Thank them, say the firm takes concerns seriously and invite them to contact the office directly. Confidentiality obligations do not stop at the screen, so check your law society's guidance before replying to anything sensitive.
Write the profile description in the language most of your clients use, and state clearly that you offer services in both. Build complete website pages in each language. In Quebec, the Charter of the French Language governs French in commercial communication, so check how it applies to you.
Start here
Request the free audit for your firm's profile score, a geo-grid map pack report for your main practice area and the fixes ranked by value.
Thanks, that’s with us.
A specialist reads every request and replies personally.
Book a time that suits you, or send a message on WhatsApp.