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Google has begun self-preferencing their own search results, providing users with all the information they need directly on the search results page, a trend known as zero-click searches. This means potential clients can find your law firm’s contact details, reviews, and services without ever needing to visit your website.
While traditional SEO focuses on driving traffic to your site, local SEO takes a different approach. It works with tools like Google Business Profile (GBP), allowing your firm to stay visible within Google’s ecosystem.
As Google continues to prioritize keeping users on its platform, optimizing your GBP becomes even more critical for generating leads.
In this article, you’ll learn:
Let’s dive in.
Zero-click searches happen when users get everything they need — whether it’s contact details, reviews, or directions — straight from Google’s search results without ever clicking through to a website.
It’s part of Google’s growing push to keep users on its platform, favoring tools like Local Packs and AI overviews that deliver instant answers.
Recent changes in Google’s search results, like AI overviews and more crowded SERPs, have made it harder for many businesses to get organic traffic. But local SEO works differently.
For law firms, success isn’t always about driving people to your website — it’s about making sure clients can easily find and contact you through the search results themselves.
Mike Blumenthal’s article, Local Search Is Evolving, Here’s Why You Need to Pay Attention, shows that while traditional SEO struggles, local businesses (like law firms) still benefit from Google’s local features, even if clients never click through to your website. Instead, they may find your firm through the Local Pack, book an appointment directly, or call with one tap — all without leaving Google.
This makes optimizing your Google Business Profile (GBP) critical. Focusing on local SEO gives you a better chance to stand out in the local search features, driving leads directly from search results.
Let’s look into how you can optimize your GBP.
To make the most of zero-click searches, law firms should focus on key areas of their Google Business Profile (GBP).
By optimizing certain fields, you can improve your visibility in local search results and make it easier for potential clients to find and engage with your firm — without ever clicking through to your website.
Your business title is a key ranking factor in Google’s local search, and law firms often feel tempted to cram keywords into their names to rank higher. It’s common to see overly long names like “Smith Car Accident Personal Injury Lawyers Boston,” which try to capture every possible search term. But this can backfire.
Overstuffing your business title with keywords may make it look spammy and untrustworthy to potential clients and can also damage brand consistency. Think about how your firm presents itself in real life — on signage, business cards, or advertising. Your Google Business Profile should match that, creating a consistent image across all platforms.
In some cases, Google could penalize your business for keyword stuffing or inaccuracy.
Instead of going overboard, focus on using your firm’s real name while naturally incorporating your core service area, like our client “Bryan R. Kazarian DUI Lawyers.” This helps build trust with both Google and your clients.
If you’re starting a new firm, think about how your business name aligns with relevant keywords. It’s worth balancing between clarity and SEO to create a name that’s both marketable and effective in local search.
Picking the right categories for your Google Business Profile makes sure your law firm shows up in the right searches.
Your primary category should describe the core of your practice — think “Law Firm” or “Personal Injury Attorney.” After that, add other categories to reflect specialties, like “Family Law” or “Criminal Defense,” to increase visibility.
Be careful not to add irrelevant categories. Keep it focused on what your firm actually does so Google can better match you with the right clients.
Reviews are one of the most powerful factors influencing both your law firm’s local search rankings and client trust. Positive reviews help your firm stand out in a zero-click environment, where clients rely on star ratings and feedback before making a decision.
Make it a habit to ask satisfied clients to leave detailed reviews and respond to every review — positive or negative — with professionalism.
Here’s why reviews are so important:
The number, quality, and recency of your reviews can significantly boost your visibility in the Local Pack, making them a key part of attracting clients directly from search results.
The website link on your GBP does more than just direct users to your site — it plays a key role in boosting your local search rankings. A strong, authoritative website that’s optimized for SEO can help your GBP perform better in local searches when you link to it.
Keep your website updated with valuable content and follow solid SEO practices to strengthen the connection between your website and GBP.
For more tips on optimizing your site’s SEO, check out our guide on SEO for Lawyers.
Where your law firm is located has a huge impact on how visible you are in local search results. The closer your office is to a potential client, the better your chances of appearing at the top of the Local Pack.
On the other hand, if a competitor is closer, they might outrank you — even if your SEO is solid. If your firm is far from your target area, it could hurt your rankings.
For firms with multiple locations, make sure each office is accurately listed on Google Maps, and for those serving broader areas, consider adding service areas to extend your reach. If you’re a service-based law firm meeting clients off-site, you’ll need a staffed office to display your address — this can make all the difference in ranking.
“My website continues to dominate all the top website searches in my industry and my business has grown 10-fold as a result.”
Oykhman Criminal Defence
When it comes to converting search visibility into actual leads, optimizing your GBP goes beyond basic details.
The services you highlight in your GBP can help you attract clients and can also impact your rankings. Fields like “Services” allow you to showcase what your firm offers — whether it’s free consultations, legal advice, or specific areas of practice. These details help Google better match your firm to relevant local searches.
There’s evidence that adding services to your profile can influence rankings, as shown by recent studies from Sterling Sky. Law firms that take advantage of these fields give themselves a better chance of showing up in front of the right clients at the right time.
Best practice is to add as many relevant services as possible from Google’s suggestions and include customized ones that reflect your law firm’s unique expertise.
Your law firm’s business hours can directly affect how often you appear in local search results, especially in the Local Pack.
Studies show that Google tends to prioritize businesses that are open at the time of the search. This means that if your competitors close earlier than you, staying open later can give your firm a visibility boost. For example, if nearby law firms close at 5 p.m., extending your hours to 7 p.m. could result in better rankings during those hours when potential clients are still looking for help.
While staying open 24/7 may not be realistic for most law firms, you can still find an advantage by checking out when your competitors are open and adjusting your hours.
Offering extended hours or weekend availability can set your firm apart and make it easier for clients to reach you when they need help. Being available during times when others are closed can give you a boost in search rankings, especially in those off-peak moments when potential clients are still looking for legal assistance.
The photos you use on your Google Business Profile can make a big difference in how clients perceive your firm. High-quality images of your office, team, or even local landmarks can help you build trust and stand out in the Local Pack.
Clients want to feel confident in the firms they choose, and good images show professionalism and credibility. Make sure your photos are clear, up-to-date, and reflect the welcoming vibe of your firm. The right images can make your profile more engaging and appealing to potential clients.
In the world of zero-click searches, your law firm’s GBP is your most valuable resource for finding and attracting clients. By optimizing key areas — like business titles, categories, reviews, and services — you can appear in more local search results and increase client engagement without relying on website clicks.
Investing in ongoing GBP management helps you stay competitive and capture more leads directly from search results. Consistent updates and optimization ensure your firm remains relevant and accessible in a changing digital landscape.
Ready to maximize your marketing budget? Fill out the contact form or call us today for a complimentary consultation. We will listen to your story, work to define your business objectives, and recommend an approach to deliver maximum ROI for your firm.
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