The goal here is to help Google index your website for keywords with local search intent. Some will be explicit. It’s when the searcher uses a location modifier like “new york entertainment lawyer.” Some are implicit, i.e., when there is no location modifier, but Google still thinks there’s local search intent (“bakery” will show you bakeries in your area).
So here is a tactic that will save you time spent on creating a ton of pages for each location and save you from duplicate content issues:
You can create a page (for example, one called “Contact”) with at least each location’s exact address (including the state/region), phone number, and email (if the email addresses vary).
Include your locations in the footer. So if you have multiple locations, you can just mention the name of the region and city and link them to the page with the locations’ details.
If you want to provide more specific information related to the locations, such as practicing lawyers, you can create subpages for each location.
Reminder: make sure to list all of your physical locations in Google Profile Manager.
Example of locations listed on a contact page
Example of locations listed on a contact page.
Example of locations listed inside the footer
Example of locations listed inside the footer. All of them link to pages with more information.
SIDENOTE. To Google, N.Y.C. is the same as New York. D.C. is, in this context, the same as Washington D.C. So you don’t need to list all of the popular abbreviations of cities or regions.
Do keyword research
Up to this point, we’ve got ideas on what to create content about from the lawyer’s perspective. Now let’s look at the searcher’s perspective.
From the perspective of a searcher, a keyword is a word or phrase that they type in Google to find things like local products or services.
This means that for us, keywords will become the topics of our content, blog posts, landing pages, etc., and/or things worth mentioning in our whatsapp number list content. More importantly, they will be the drivers of organic search traffic.
Here are some keyword research ideas for lawyers.
Expand your services by analyzing other ranking pages
For this, you will need a keyword research tool like Ahrefs’ Keywords Explorer.
Go to the tool, type in a seed keyword like “corporate law,” and go to Related terms. The tool will show you keywords that other pages rank for and talk about while ranking for your seed keyword.
Related terms report in Ahrefs' Keywords Explorer
You can toggle between Also rank for and Also talk about reports or show them all at once. Choose Top 10 or Top 100 to limit or broaden your search.
So for example, it may be worth targeting these keywords: