LOCAL SEARCH
Own the Maps Pack in Your Practice Areas.
Search a practice area with a suburb attached and Google shows three firms on a map before anything else. Either you are one of them or you are funding whoever is.
The Maps pack is where local legal work is won now. It sits above the organic results for almost every practice area plus suburb search, and the three firms in it collect the calls while everyone below scrolls past unread. Most firms treat their Google Business Profile as a listing they filled in once. The firms in the pack treat it as a channel.
What the work actually is
- A Google Business Profile built completely: categories, services, description, photography of real people and a real office.
- A review engine wired into how you close matters: the ask, the link, the reply, every time, inside the professional rules.
- Listings and citations audited and corrected so your name, address and phone number agree everywhere Google checks.
- Location and practice area pages on your site, because the site’s strength feeds the profile’s rank.
- Monthly tracking of pack appearances for the searches that matter, not vanity grids.
How we run it
- Audit the profile, the listings and the competitors who currently hold the pack.
- Rebuild the profile and correct the footprint.
- Install the review habit and the reply discipline.
- Build the site pages that carry the practice areas you want the pack for.
The honest part
Distance is a ranking factor and no agency controls where the searcher is standing. If your office location makes a target suburb unrealistic, we say so up front and point the effort where it can actually win: organic search or paid search, where geography is bought rather than earned.
QUESTIONS FIRMS ASK US
Straight Answers.
What is the Google Maps pack and why does it matter for law firms?
It is the block of three map results Google shows above the ordinary results for searches with local intent, which most hiring searches are. It takes a large share of the clicks for those searches, which makes it the most valuable position on the page for a local firm.
How do you get a law firm into the Maps pack?
Three levers: relevance (a completely built profile that says what you do), prominence (reviews, links, listings, and the strength of your site for that practice area) and distance, which you cannot change but can plan around. The work is methodical rather than clever.
Can you guarantee a Maps pack position?
No. The pack is influenced by the searcher's location, which nobody controls. What we control is the completeness of the profile, the review engine, the consistency of your listings and the site strength behind them, which together determine how often you appear.
How should a firm ask for reviews?
At the natural end of a matter, personally, when the client is satisfied, with a direct link that removes friction. Never written for the client, never bought, and careful with incentives, which can breach both Google's rules and professional obligations. We build the habit into your matter close process.
We have multiple offices. Does that change the approach?
Yes, usefully. Each office earns its own profile and its own local presence, which multiplies the searches you can appear for. It also multiplies the consistency work, which is why it needs a system rather than goodwill.
One quadrant of a larger engine.
Local SEO works hardest when the other channels a client checks are working with it. See how the quadrants fit together, or bring us the whole problem.