A person with a matter needs a lawyer admitted where that matter sits. That single fact reorders everything: proximity beats polish, an inconsistent address costs more than a weak headline, and the directories that outrank you nationally can be beaten locally. This is usually the fastest-moving work in a program.
Local work is part of every program rather than a separate line. The plan you choose sets how many keywords and placements it covers, and multi-office firms need the additional domains that Platinum and Titanium carry.
| Program | Basic | Silver | Golden | Platinum BEST VALUE | Titanium |
|---|---|---|---|---|---|
| Monthly | $65 | $125 | $235 | $325 | $575 |
| One time | $75 | $140 | $260 | $380 | $620 |
| Domains | 1 | 1 | 1 | 2 | 4 |
| Keywords | 5 | 10 | 20 | 40 | 100 |
| Guest posts, DA 20+ | 5 | 10 | 20 | 30 | 50 |
| Web 2.0s, DA 50+ | 5 | 10 | 20 | 30 | 50 |
| Amplification links | 1,500 | 3,000 | 5,000 | 10,000 | 20,000 |
| Keyword research | Standard | Standard | In-depth | In-depth | In-depth |
| Premium indexing | · | · | Yes | Yes | Yes |
| On-page technical audit | · | · | Yes | Yes | Yes |
| Content gap analysis | · | · | Yes | Yes | Yes |
| Competitor traffic spy | · | · | · | Yes | Yes |
| Toxic link check, disavow | · | · | · | · | Yes |
| Turnaround | 8-10 days | 10-12 days | 12-14 days | 14-16 days | 16-18 days |
The large legal directories are not beating you because they are better firms. They are beating you because a directory is structurally advantaged for a two-word query, and most firms respond by competing on exactly the ground where that advantage is largest.
A directory has hundreds of thousands of pages, decades of accumulated links, and a crawlable structure that maps neatly onto every practice-and-place combination a searcher might type. Against a query of two generic words, that is close to unbeatable for a single firm site, and the budget spent trying is budget that produced nothing.
What a directory does badly is depth. Its page about your practice area in your city is generated from a template and a list. It does not answer what happens next, what something costs, how long a matter takes, or what the local process actually involves. Those are the questions people search, and the ones a firm can answer better than any aggregator.
So the local strategy inverts. You appear in the directories properly, because the citations feed the map results whether you like it or not. Then you take the specific and situational terms outright, where a real answer beats a generated one, and let the authority that builds carry you upward on the broader terms over time.
Local work is unglamorous and highly checkable. Every item below is either done or not done, and you can verify most of them yourself.
Categories, practice areas, hours, service area, description and imagery. Category accuracy alone moves more local positions than most firms expect, and it is the item most often left at whatever was picked on the day the profile was created.
Name, address and phone reconciled across the legal directories and the general aggregators. Inconsistency here is a silent tax: every mismatched variant dilutes the signal that the others are building.
Your listings on the major legal directories completed properly rather than left at the free default. If they are going to outrank you for the head terms, your entry in them should at least be working for you.
One page per office that says something true about that office and that jurisdiction. Not the same page with the city swapped, which search engines have been discounting for years and which reads badly to a human anyway.
The jurisdictional phrasing your firm can realistically hold, mapped by difficulty. Terms such as law firm local seo sit at difficulty four; the two-word metro terms do not, and are treated as long-run targets rather than near-term ones.
Guest placements skewed toward regional publications and sector-relevant sites rather than generic ones, because local relevance in the link profile does more for a local query than raw domain authority does.
Criminal defense searches happen at speed and often at night, which makes map position and page load time matter more than they do in a considered purchase. The two-office split is the reason this firm needs Platinum rather than Golden.
Illustrative scenarios modeled from the figures shown. Not client results and not a projection.
Local SEO is the set of signals that tell a search engine where you practice and whether you are a credible answer for someone standing in that place. It splits into three parts, and they are not interchangeable.
The first is your profile and the data around it: the listing itself, its categories, and whether the name, address and phone you publish match everywhere they appear. This is the part that feeds the map results directly, and it is the part most often neglected because it looks like admin rather than marketing.
The second is on-site relevance. A page that genuinely addresses a jurisdiction reads differently from a template with a place name substituted in, and the difference is measurable. One real page per office beats twelve generated ones, reliably.
The third is local authority: references from sites that are themselves associated with the area or the sector. A regional business journal linking to your firm does more for a local query than a higher-authority but geographically unrelated site.
Four inputs decide a local position. One of them is outside anyone's control, and any agency that does not tell you which is not being straight with you.
The single largest input to a map result is how close the searcher is to you. No agency can change where your office is or where a person is standing. Anyone promising a fixed map position is either not explaining this or is relying on you not knowing it.
Fully completed profiles with correct primary and secondary categories outperform partial ones consistently. This is the highest-return item on the list because it is entirely within your control and usually only partly done.
Every variant of your address that exists somewhere is a small contradiction. Reconciling them is slow, unexciting work with a reliable payoff, and it is the reason a firm that has moved office twice often underperforms one that has not.
Review signals influence local results. They are also the area where bar rules diverge most sharply: soliciting client reviews is restricted in some states, and testimonials are restricted or prohibited in others. Scope is agreed with your firm first, and your firm reviews it against your bar's current guidance.
We are a marketing agency. We are not a law firm, we do not employ lawyers, and we do not provide legal or ethics advice. Compliance with your state bar's advertising rules remains yours.
Five steps, every month, in this order. Nothing is built on top of a site that cannot be crawled, and nothing is reported that you cannot open and check yourself.
Which firms hold the map positions in your area, and on what.
Completeness, category accuracy and consistency across every source.
One genuine page per office, never near-duplicates competing with each other.
Placements weighted toward regional and sector-relevant sites.
Monthly. Position by term, by location, and what changes next.
It is the work that makes a firm visible to people searching where the firm practices, rather than nationally. That means the map results, the profile that feeds them, citation consistency across the legal directories, and page content that genuinely reflects the jurisdiction. Most legal search is local, so for many firms this is the highest-return work available.
Yes, substantially. Each office needs its own profile, its own page, and its own citation set, and those pages must not be near-duplicates of each other or they will compete rather than compound. Titanium carries four domains for exactly this reason, and Platinum carries two.
Because they have accumulated far more authority across far more pages than any single firm, and search engines treat them as reliable aggregators. Competing head on for a two-word phrase they own is usually a poor use of budget. Winning the specific and situational terms they cover thinly is not.
We can do the work that makes it possible and we will not promise the position. Map results are driven by proximity to the searcher, profile completeness and consistency, review signals, and the relevance of your site. Proximity is not something any agency controls. The rest is, and that is what the work covers.
We can advise on the mechanics, but review solicitation is restricted in some states and the rules differ meaningfully, so scope is agreed with your firm first and your firm reviews it against your bar. Reputation work itself is offered through the parent agency and priced on request.
Profile and citation corrections often show inside four to eight weeks, which makes this the fastest-moving part of a program. Competitive local terms in a dense metro take longer, typically three to six months, and the difference is mostly how many established firms already hold the positions.
Not a count, not a screenshot, not a summary of work performed. A list you can open in a browser and check in under a minute. The assets stay yours permanently.
We target them. We will not put a date on them, and we will tell you which of the terms you asked about are not worth starting with. That conversation happens before you pay, not after.
Everything written for your firm is delivered for review first. Bar advertising rules vary by state and change, and your firm is the one accountable for what appears under its name.
No contract term, no cancellation window, no setup fee on any plan. If the reporting stops being worth reading you can stop, which is the only real accountability an agency can offer.
Operating since 2009 with more than 15,000 clients served and 94 percent client retention. Every plan, including the smallest, has one named account manager rather than a shared queue.
Five questions about your practice areas, your firm size and where you are losing to the directories. You get back the terms we would target first, with difficulty and volume attached, and an honest read on how long each one takes. No obligation and no call required.