Chapter 6 | Local SEO and Google Maps

Want More Cases? Start by Ranking in Google's Map 3-Pack.

If a person searches "car accident lawyer near me" or "best injury attorney in [City]," they're not just browsing. They're ready to hire.

And the first thing they see? The Google Map 3-Pack.

That's the front door. It's where attention goes and where decisions are happening. If your firm is not in the top three, you are losing high-intent leads to competitors who are.

Let's break down how to fix that and win local search.

Why Ranking in Google Maps Matters So Much

Here's what the data shows:

• Over 40 percent of local searches result in a Map Pack click
• More than 85 percent of users check Google Maps when hiring a local service
• The firm in position one gets the highest call volume and the most conversions

Best part? You don't have to pay for those clicks. But you do have to earn them.

How Google Ranks Law Firms in the Map Pack

Google looks at three core factors: relevance, distance, and prominence.

1. Relevance

Does your Google Business Profile match what the searcher wants?

That includes:

• Proper categories like "Personal Injury Attorney"
• Descriptions that include keywords
• Services that reflect your actual case types
• Reviews that mention practice areas and locations

If your listing is generic, your visibility will be too.

Pro Tip: File a DBA that includes keywords and your city. When done correctly, this is white hat and powerful. For example, "The AMG Injury Law Group – Kansas City."

2. Distance

How close is your office to the person searching?

Proximity still matters. If your office is across town or in the wrong zip code, your odds drop fast.

Pro Tip: Use Local Falcon to map your visibility by location. You will see where you show up and where you don't.

3. Prominence

Prominence impacts your credibility with Google. To achieve and maintain prominence and build credibility, you'll want to focus on the following:

• Review volume and quality
• Local backlinks and citations
• Mentions in press or directories
• Branded searches
• Schema and consistent NAP data

Turn Your GBP Into a Case-Generating Asset

Claiming your listing isn't enough. Here's a checklist for managing your Google Business Profile:

• Claim and verify your profile
• Use your legally filed DBA if it includes keywords
• Set the primary category to "Personal Injury Attorney"
• Add every service you offer
• Write a keyword-rich business description
• Upload high-quality office and team photos
• Post weekly updates, FAQs, and results
• Turn on messaging and track call clicks

Most firms skip these details. Those firms are the ones that don't end up ranking.

Your Office Location Strategy Matters More Than You Think

Here's what many firms miss:

• Google only shows one listing per address
• Reviews tie back to physical locations
• Shared offices with more established firms will filter your listing
• Distance from the searcher affects visibility across the map grid

Our recommendation: If you're in a competitive city, consider opening a secondary office in a surrounding suburb to control the grid and boost visibility quickly.

Don't think like a real estate broker. Think like a growth strategist.

How to Build a Review Strategy That Fuels Map Rankings

Let's be clear. A 4.9+ rating is the floor.

If your review count or score falls behind your competitors, Google will push you down. Prospects will, too.

You need a system to:

• Ask for a review after every key client interaction
• Follow up with text, email, or a phone call
• Track weekly review volume per location
• Train your team to coach clients on including location and service keywords
• Respond to every review within 48 hours

Pro Tip: If a review posts under the wrong location and the client never visited that office, you can request removal.

Local SEO is Weekly, Not One-and-Done

You don't just set up your GBP once and walk away. It needs active management.

Every week:

• Post something local: a result, an FAQ, a community tie-in
• Upload a new photo
• Respond to every review
• Track rankings through Local Falcon or BrightLocal
• Measure review velocity by office

Google rewards activity. Clients notice it too.

Chapter 6 Checklist: Dominate the Map Pack

• Google Business Profile (GBP) is verified and optimized
• Business name follows a white-hat DBA strategy
• Primary and secondary categories match your PI services
• Office location supports your visibility grid
• Local Falcon or BrightLocal used to monitor rankings
• 4.9+ star rating across every location
• Weekly review collection system in place
• Reviews responded to within 48 hours
• GBP is updated weekly with posts and photos
• Schema and NAP are consistent across all directories

When someone in your city needs help after an accident, their first move is local search. You either show up as the obvious choice or you lose the lead.