Last Updated on March 31, 2025 by Shantanu Biswas
Have you ever heard any of your clients say they found you on Google when they searched with “lawyer near me”?
You may have also searched with “Bunnings near me”. That’s a local search keyword, queried on search engines and AI bots with the intent to find a business locally.
Let’s find out what this actually means for a law firm owner or a lawyer in Melbourne.
I have organised them under 11 key segments which you must know about to grow your law firm’s online presence through Local SEO for lawyers in Melbourne.
Under a SEO campaign, local SEO for lawyers focuses on optimising a law firm’s online presence to attract clients from specific geographic areas when they search for lawyers on their devices – both mobile and desktop.
For instance, searching for “best medical negligence lawyer melbourne” shows local listings on Google Maps, which generates 33% of clicks. Ranking in both the top Google Maps search results and organic search results is beneficial, as organic results attract 40% of clicks.
For law firms in Melbourne, it’s an “absolute” essential because most clients search (including referral clients) for legal services nearby. This targeted approach helps law firms appear in local search results, increasing visibility and attracting potential clients actively seeking legal assistance.
Even when a law firm banks more on marketing methods like word of mouth or referrals, local SEO is key to convert a big share of all your branded online traffic to your Google business profile or website.
Traditional networking or affiliate based marketing methods rely on working with existing networks, they result in passive leads.
On the contrary, local SEO for lawyers taps into a wider audience actively searching for legal services plus the passive leads who are looking you up online based on their recent referral. This makes it a vital component of a comprehensive marketing strategy for law firms.
This blog aims to guide lawyers in Melbourne and all across Australia to effectively implementing local SEO strategies to maximise their online presence and client acquisition.
By following the key steps mentioned below, lawyers can improve their search engine rankings and attract more local clients within the same month.
The goal is to provide actionable insights that help law firms thrive in a competitive market.
How is local SEO different from generic SEO?
Local SEO for a law firm focuses on optimising its online presence to attract clients within a specific geographic area, whereas a generic SEO campaign aims to improve visibility on a broader scale, targeting a wider audience without geographic limitations.
This means focusing on keywords that include local terms, such as “family lawyer near me”, “lawyer in melbourne”, “family attorneys near me” or “family law offices near me”.
By doing so, the firm can appear in local search results, making it easier for potential clients in Melbourne to find and contact them.
For a law firm based out of Melbourne, a local SEO campaign will involve strategies like
- creating and optimising a Google Business Profile,
- obtaining local citations, and
- encouraging client reviews from the local community.
In contrast, a comprehensive SEO campaign aims to improve the overall website’s visibility on a broader scale, targeting a wider audience without geographic limitations. For a law firm, this might include optimising for targeted keywords or legal terms searched online by their clients.
Creating evergreen content that appeals to a national or even international audience based on the target audience of the specific law firm.
Hiring a local freelancer copywriter or legal copywriter on a contract basis is the recommended way to go to meet all ongoing content requirements.
The goal is to attract traffic from a diverse range of locations, which can be beneficial for firms with a broader service area.
This is applicable to most law firms in Melbourne, who would represent clients mostly anywhere from the Greater Melbourne metropolitan area and at times beyond Victoria.
What Google data says about Local SEO?
According to Bright Local, despite 46% of Google searches being local, 56% of local retailers haven’t claimed their Google My Business listing. This tutorial will guide you through optimising your online presence to gain visibility in local search results.
Google’s data shows that nearly half of all searches have local intent, which means your potential clients are actively looking for legal services nearby. If your firm isn’t ranking in the top results, you’re losing business to competitors who are.
AI-driven updates have changed how Google evaluates local search rankings, focusing more on proximity, relevance, and prominence. Google’s AI now analyzes reviews, content quality, and backlinks more effectively than ever.
To stay ahead, your firm needs expert-driven content, strong engagement signals, and a refined local SEO strategy that keeps you visible where it matters most—right in front of your clients.
Done and dusted with Keywords? Think again.
Discovering new long tail keywords is a key intel every business owner must know to evolve to meet the changing needs of their clients. The long tail search queries depict the changing needs and queries of prospective clients.
A few examples can be:
- “affordable family lawyer with experience in property settlements Melbourne”
- “best criminal defence lawyer for drug offences Melbourne”
- “how much does a family lawyer cost”
- “family lawyer near me free consultation” and so on.
Choosing the right keywords is the foundation of an effective local SEO strategy for your law firm. Your potential clients are searching for specific legal services in Melbourne, and targeting the right terms ensures they find you first on these local directories.
Start with Google Keyword Planner and Ahrefs’ Keyword Generator Tool to identify high-traffic, relevant search terms. Prioritise keywords that match your services and location, such as “family lawyer Melbourne” or “migration lawyer Melbourne.” These directly connect to what people type when looking for legal help.
Long-tail keywords – phrases with three or more words – help attract highly targeted leads. Phrases like “best family lawyer for child custody in Melbourne” or “property dispute lawyer near me” may have lower search volumes but bring in clients ready to take action.
To refine your keyword strategy, analyse search intent. Some users are researching, while others need immediate legal assistance. By aligning your website content with the right keywords, you improve visibility for the most valuable searches.
It is important to share pieces of evergreen content on a routine basis with your segmented contact list using monthly or fotnightly newsletters.
Most law firms benefit from word of mouth marketing and already have a CRM in place to nurture their existing client network via marketing automation workflows.
Long-tail keywords are the key arsenal when it comes to building a content calendar which is in-sync with the marketing automations in place for the segmented target audience.
Regularly reviewing keyword trends and local competition helps maintain a strong search presence. By focusing on precise, service-driven terms, you position your firm where clients are actively looking, increasing the chances of converting searches into consultations.
Google Business Profile Optimisation
Your Google Business Profile (GBP) is one of the most important tools for attracting local clients. It determines how your firm appears in local search results and Google Maps, influencing calls, website visits, and appointment bookings.
Start by claiming and verifying your profile through Google. Use your official business name, correct address, and up-to-date contact details. Choose categories that reflect your services, such as “Family Lawyer” or “Criminal Justice Attorney.”
Adding high-quality photos of your office, team, and branding builds trust. Short videos introducing your services or explaining legal topics can improve engagement.
Encourage satisfied clients to leave reviews by sharing a direct review link after consultations. Responding to reviews—both positive and negative—shows professionalism and helps build credibility.
Regularly update your profile with posts about legal updates, firm news, or FAQs. This keeps your listing active and signals to Google that your firm is relevant to local searches.
By keeping your profile accurate, engaging, and regularly updated, your firm improves visibility where potential clients are searching. A well-maintained GBP increases inquiries and helps convert online searches into consultations.
On-Page SEO for Law Firm Websites
This is something that’s easy to ace when it comes to the overall SEO campaign.
Optimising your law firm’s website for local search improves rankings and brings in more clients from Melbourne and surrounding areas. A well-structured website makes it easier for search engines to understand your content while giving potential clients the information they need.
Title Tags, Meta Descriptions, and Headers
Every page should have a clear, keyword-rich title tag and meta description. A strong title, such as “Divorce Lawyers in Melbourne | [Your Firm’s Name],” helps search engines connect your page with relevant searches. Headers (H1, H2, H3) should break up content naturally while including location-based keywords.
Using Local Keywords Effectively
Localised keywords like “property lawyer Melbourne” or “criminal defence solicitor in Victoria” should be used in headings, body text, image alt text, and URLs. These need to be placed naturally—forcing them in too often can work against you.
Location-Specific Landing Pages
If your firm serves multiple areas, create separate landing pages tailored to each location. A page for “Wills and Estate Planning in Geelong” helps people searching for local services find your firm, improving relevance for Google and clients alike.
Mobile Optimisation and User Experience
Most legal searches happen on mobile devices. Your website should load quickly, display well on all screen sizes, and have clear calls to action like “Book a Consultation” or “Call Now.” A frustrating website experience sends potential clients elsewhere.
By applying these strategies, your firm’s website stays functional and competitive in the crowded legal webspace of Melbourne.
The outcome – reaching more people when they need your expertise.
Is a google business listing enough? Are there more directories which I need for my law firm?
A citation or a directory listing is any mention of your business name, address, and phone number (NAP) on external websites.
Local citations play a key role in boosting your law firm’s visibility in search results. These listings help Google verify your firm’s legitimacy and improve your chances of appearing in local searches.
For Melbourne-based lawyers, listing your firm on reputable directories like Yellow Pages, True Local, Law Society of Victoria, StartLocal, and Local.com.au increases credibility and search presence. Google Business Profile, Bing Places, and Apple Maps are also essential for reaching potential clients.
Consistency is vital. Your NAP details must match exactly across all directories—variations in formatting or outdated details can weaken your rankings. Regularly auditing these listings helps prevent inaccuracies that could confuse search engines and potential clients.
Many directories allow you to add practice areas, a business description, website links, and client reviews. Completing these sections makes your firm more discoverable.
Investing time in high-quality citations strengthens your local SEO strategy, making it easier for clients to find and contact your firm when they need legal assistance.
What Backlinks do I need for my Local SEO?
Backlinks – links from other websites to yours – are one of the strongest signals Google uses to determine your law firm’s credibility and authority. A well-planned backlink strategy improves rankings and drives more traffic from relevant local sources.
Google’s latest guidance on backlinks stresses quality over quantity. Recent updates indicate that excessive link-building without genuine value no longer improves rankings. Instead, Google prioritises natural, relevant, and authoritative backlinks. Links from well-regarded industry sites, local directories, and media sources carry far more weight than low-quality or spammy links.
Google has also downplayed the importance of traditional link signals, focusing more on content relevance and user engagement. This means a well-structured backlink strategy should prioritise earned links – those gained through valuable content, relationships, and authentic mentions – rather than artificially built ones.
Acquiring High-Quality Local Backlinks
Not all backlinks carry the same weight. Links from authoritative, locally relevant websites provide the best results. Start by identifying local business directories, legal associations, and community websites where your firm can be listed.
Guest Blogging and Media Mentions
Writing guest articles for reputable legal websites, Melbourne business blogs, or local publications helps establish authority while securing quality backlinks. Focus on providing valuable insights on legal matters relevant to Melbourne residents. Many sites allow guest contributors to include a link back to their website.
With the advent of AI search, AI Overviews usually feature websites which have been featured or mentioned by established and reputed media outlets and publishers. So, the new age backlink is a media mention which adds value to your law firm brand in Melbourne.
Local Sponsorships and Partnerships
Sponsoring community events, legal education programs, or local business groups often comes with a backlink from the organiser’s website. Partnering with Melbourne-based businesses for cross-promotions or referral programs can also result in valuable backlinks.
Engaging with Local Media
Journalists and bloggers are always looking for expert insights. Offering legal commentary on trending topics can help secure features in Melbourne news outlets, leading to high-authority backlinks. Signing up for media request platforms like SourceBottle increases your chances of being quoted.
A well-executed backlink strategy strengthens your law firm’s online authority, helping you rank higher and attract more clients.
Leveraging Online Reviews
Online reviews are “User Generated Content (USG)” as they are created by you but by verified Google accounts of your clients. No doubt, they are a goldmine for Google to go to – to separate the best from the haystack.
That’s why online reviews play a key role in shaping your law firm’s reputation and search rankings. Google considers client feedback a strong trust signal, influencing local search visibility. A steady flow of positive reviews improves rankings and increases client inquiries.
Encouraging satisfied clients to leave feedback should be part of your process. A simple follow-up email, SMS, or a QR code linking to your Google Business Profile makes it easy for them to share their experience. The best time to ask is soon after resolving their legal matter while their experience is fresh.
Responding to reviews – both positive and negative – demonstrates professionalism. Thank happy clients and acknowledge their feedback. For negative reviews, maintain a calm and solution-focused approach. A well-handled response can turn a dissatisfied client into a returning one.
Using review management tools like Podium, Birdeye, or Trustpilot helps streamline collection and tracking. Automating requests and reminders removes the hassle of manual follow-ups.
A strong review strategy builds credibility and strengthens your local SEO efforts, making your firm the preferred choice for legal services in Melbourne.
Do you need to be on Social Media for better Local SEO?
I get asked this a lot. So here it goes.
Social media strengthens your law firm’s local SEO by increasing visibility and attracting potential clients. While it doesn’t directly impact rankings, an active presence drives website traffic, builds credibility, and improves brand recognition.
For law firms in Australia, LinkedIn, Facebook, Instagram, and TikTok offer strong opportunities. LinkedIn is essential for professional networking, legal insights, and thought leadership. Facebook allows direct engagement with local communities, client interactions, and participation in Melbourne-based groups.
Instagram works well for humanising your brand—sharing office culture, testimonials, and educational content in a visual format. TikTok, while less traditional, is gaining traction for legal professionals sharing short, informative videos on legal rights and common client questions.
Engagement is key. Responding to comments, answering common legal questions, and interacting with Melbourne-based businesses and organisations strengthen local connections. Law firms that actively participate in discussions or collaborate with community pages see stronger local recognition.
Social media activity also increases branded searches for your firm, reinforcing your presence in local search results. A well-maintained social strategy supports your SEO efforts by driving traffic and establishing trust with potential clients.
Monitoring and Analytics
To effectively track and improve your law firm’s local SEO performance, leveraging tools like Google Analytics and Google Search Console is essential. These platforms provide insights into your website’s traffic, user behavior, and search performance, enabling you to fine-tune your SEO strategy.
Key metrics to monitor include organic search traffic, bounce rate, average session duration, and conversion rate. These metrics help you understand how visitors interact with your site and which content performs best. With advanced Google Analytics custom reports and custom GTM tags, you can track specific actions like form submissions, phone calls, and other client engagement actions.
Linking this data to your Customer Relationship Management (CRM) system dynamically allows you to see how website interactions correlate with actual leads and client conversions. For instance, if a particular blog post or landing page is driving form submissions, you can adjust your content or targeting strategy accordingly.
Adjusting your strategies based on these insights helps maximise your marketing ROI. By continuously tracking performance and refining your approach, your law firm can attract more local clients, improve user experience, and boost rankings.
In a Nutshell
To sum up, mastering local SEO for your law firm in Melbourne requires a strategic and hands-on approach, which is easily ignored by many law firms today in Melbourne. Implementing the right techniques from the start ensures steady growth of the online presence and reputation of your law firm brand.
Here are the key action points to focus on:
- Optimise your Google Business Profile with accurate details, images, and reviews to boost local visibility.
- Conduct thorough keyword research, integrating local search terms into your website’s content.
- Create location-specific landing pages that resonate with your Melbourne audience.
- Actively engage with your clients on social media to build a strong local presence and community connections.
These are just a few of the key steps necessary to improve your local SEO performance.
If you want this done the right way, from strategy to execution, it’s time to reach out. Book a free consultation to get personalised assistance with your local SEO campaign and start driving better local traffic for your law firm.