Ethical Attorney Marketing: Local SEO Essentials

Local SEO Essentials

Legal advertising today is filled with misleading claims, emotional exploitation, and aggressive sales tactics. You've seen it yourself—law firms promising outrageous settlements, using fear to pressure clients, or misrepresenting their expertise to win business.

Such unethical marketing isn’t just a problem for the firms engaging in it—it hurts the entire industry. More importantly, it hurts the very people lawyers are meant to protect. That’s why ethics is so important in developing marketing strategies for lawyers. 

Ethical marketing isn’t a limitation—it’s a competitive advantage. Law firms that focus on honesty, transparency, and value-driven advertising don’t just attract more clients—they attract better clients who respect their expertise and trust their counsel.

In this blog post, we'll learn how to:

1. Maintain compliance with the ABA Model Rules of Professional Conduct in marketing (Rules 7.1-7.6).
2. Understand the principles of local SEO and its ethical implications.
3. Create, optimize, and manage a Google Business Profile while adhering to ethical standards.
4. Manage client reviews and ensure compliance with legal advertising rules.
5. Use AI ethically for content creation and local SEO, in line with recent formal opinions on AI in legal practice.
   
   

The ABA Model Rules of Professional Conduct govern all communications about legal services. 

The rules 7.1-7.3 aim to balance lawyers' ability to communicate about their services with protecting the public from potentially misleading or coercive communications.

The main points are:

Rule 7.1: Communications Concerning a Lawyer’s Services

• Lawyers must not make false or misleading statements about their services.
• Even truthful statements can be misleading if they create unjustified expectations or omit necessary facts.
• Claims about past achievements must not suggest guaranteed results.

Rule 7.2: Specific Rules on Lawyer Advertising

• Lawyers may advertise through any media.
• Lawyers cannot compensate someone for recommending their services, except for:
  • Paying for advertisements.
  • Paying legal referral services that comply with regulations.
  • Entering into non-exclusive referral agreements with proper client disclosure.
  • Giving nominal gifts as appreciation, not as compensation.
• Lawyers cannot claim specialization unless certified by an approved organization.
• Advertisements must include a responsible lawyer’s contact information.

Rule 7.3: Solicitation of Clients

• Direct, live, person-to-person solicitation is prohibited when done for financial gain, except when contacting:
  • Other lawyers.
  • Family, close friends, or prior professional connections.
  • Businesses that regularly use legal services.
• Even permitted solicitation is barred if the recipient expresses disinterest or if coercion, duress, or harassment is involved.
• Lawyers can participate in group legal service plans, provided they do not personally direct the solicitation.

We’ll discuss how Rules 7.1-7.3 apply to Marketing, specifically, to

• Local SEO
• Google Business Profile
• Online Reviews
• Use of AI in Content Marketing 

Local SEO

General SEO targets broader keywords and audiences, and local SEO zeroes in on location-specific queries, and emphasizes geographical relevance, making it ideal for law firms serving defined areas.

While big law firms often dominate national search results, Local SEO provides smaller practices with a powerful way to compete in their immediate geographic area.

What does it mean? It means showing up in local search results when potential clients search for services like “family lawyer near me” or “personal injury attorney in Doylestown.”

Local search algorithms prioritize businesses near the searcher’s location. 

Key factors influencing rankings include:

1. Relevance – Matching your services to search queries.
2. Proximity – Your physical location relative to the searcher.
3. Prominence – The authority of your law firm based on online presence, reviews, and citations.

Local SEO ensures your law firm appears in the "local pack," Google Maps results, and localized organic listings.

Here's a breakdown of each:

1. Local Pack

• What it is: The Local Pack (or 3-Pack) is a set of three local business listings that appear prominently on Google Search when a user performs a location-based query (e.g., "family lawyer near me").
• Where it appears: Above the organic search results, often near a map snippet.
• Key Features:
  • Business name, address, and phone number (NAP).
  • Star ratings and reviews.
  • Links to the website and directions.
  • Hours of operation and pricing (if applicable).
• How it's determined: Based on proximity, relevance, and prominence. Verified Google Business Profiles are crucial for inclusion.

2. Google Maps Results

• What it is: The full list of local businesses displayed when you click on the map snippet or search directly in Google Maps.
• Where it appears: Within the Google Maps app or by selecting the "More businesses" option from the Local Pack.
• Key Features:
  • A more extensive list than the Local Pack.
  • Displays business locations directly on the map, often with detailed profiles.
  • Users can filter by ratings, distance, hours, etc.
• How it's determined: Similar to the Local Pack, relevance, proximity, and prominence are used, but results may vary slightly as Maps tend to show a broader range of businesses.

3. Localized Organic Listings

• What it is: Regular organic search results that appear below the Local Pack but are influenced by the searcher’s location.
• Where it appears: In the main search results, mixed with other non-localized organic results.
• Key Features:
  • Links to websites of local businesses or directories like Yelp, Avvo, or law firm websites.
  • Content is optimized for local search terms (e.g., "family lawyer in Philadelphia").
• How it's determined: Based on traditional SEO factors (e.g., keyword optimization, backlinks, and content quality) but influenced by the searcher’s location and the presence of local keywords.

Summary Table

How They Work Together

To dominate local search, law firms should optimize their Google Business Profile for the Local Pack and Maps, and use traditional SEO strategies to rank in localized organic listings.

This visibility will help:

• Drive qualified traffic to their websites.
• Increase phone calls, inquiries, and appointments.
• Enhance their credibility within the local community.

Ethics and Local SEO

The Pennsylvania Rules of Professional Conduct:

Rule 7.2 Communications Concerning a Lawyer’s Services: Specific Rules:

"h) All advertisements and written communications shall disclose the geographic location, by city or town, of the office in which the lawyer or lawyers who will actually perform the services advertised principally practice law. If the office location is outside the city or town, the county in which the office is located must be disclosed."

Paragraph (h) requires disclosure of the geographic location in which the advertising lawyer’s primary practice is situated. This provision seeks to rectify situations in which a person seeking legal services is misled into concluding that an advertising lawyer has his or her primary practice in the client’s hometown when, in fact, the advertising lawyer’s primary practice is located elsewhere. Paragraph (h) ensures that a client has received a disclosure as to whether the lawyer he or she ultimately chooses maintains a primary practice located outside of the client’s own city, town or county.

Ethical Local SEO Strategies

Key Components of Local SEO:

• Keywords and Content Optimization for Local Queries: Target terms your clients are searching for.
• Google Business Profile: Your primary tool for local visibility. Ensure your firm’s profile is optimized with accurate contact information, practice areas, and client reviews.
• Citations: List your law firm in online directories to build credibility. Ensure your name, address, and phone number (NAP) are consistent across all the directories.
• Reviews: Authentic client testimonials build credibility. Encourage happy clients to leave reviews, as they influence your rankings and reputation.

Let’s look into each of these components and their ethical considerations. 

1. Keywords and Content Optimization for Local Queries

When optimizing your website for local searches, focus on naturally incorporating location-specific terms that accurately reflect your practice areas and jurisdiction. 

Develop content that resonates with your local audience:

• Research local search terms potential clients might use (e.g., "DUI lawyer near me").
• Integrate those keywords naturally throughout your website content, including practice area pages, blog posts, and service descriptions.
• Create location-specific content like "5 Things to Know About Wrongful Death Claims in Pennsylvania."

The Pennsylvania Rules of Professional Conduct:

Rule 7.2 Communications Concerning a Lawyer’s Services: Specific Rules:

"c) A lawyer may communicate the fact that the lawyer does or does not practice in particular fields of law. A lawyer shall not state or imply that the lawyer is a specialist in a particular field, except as follows:

(1) a lawyer who has been certified by an organization approved by the Supreme Court of Pennsylvania as a certifying organization in accordance with paragraph (d) may advertise the certification during such time as the certification of the lawyer and the approval of the organization are both in effect;"

Paragraph (c) of this Rule generally permits a lawyer to communicate that the lawyer does or does not practice in a particular area of law. Under paragraph (c)(3), a lawyer is permitted to state that the lawyer "concentrates in" or is a "specialist," practices a "specialty," or "specializes in" particular fields based on the lawyer’s objectively verifiable experience, specialized training or education. Such communications are subject to the "false and misleading" standard applied in Rule 7.1 to communications concerning a lawyer’s services.

Ethical Examples:

• “Licensed family law practice in Bucks County”
• “Philadelphia Criminal Defense Attorney - 15 Years Experience”
• “We have over 20 years of experience in immigration law cases in Doylestown”

Unethical Examples:

Here is the ethical example of the local search result for the estates planning attorney in Bucks County, PA:

2. Google Business Profile Optimization

Google Business Profile (GBP) is a free tool that enhances visibility, credibility, and trust.

We’ll talk about Ethics and GBP in more detail in the next section. 

Here is the ethical example of the Google Business Profile for the personal injury attorney in Doylestown, Pennsylvania:

3. Citation Management

Consistency in your Name, Address, and Phone Number (NAP) across all online platforms is crucial for local search rankings. Inconsistencies can confuse search engines and hurt rankings.

Maintain consistent business information across all online directories, particularly:

• Google Business Profile
• Legal directories (e.g., Avvo, Martindale-Hubbell, FindLaw, etc.)
• Local business directories
• Chamber of Commerce listings
• Bar Association profiles

The Pennsylvania Rules of Professional Conduct:

Rule 7.2 Communications Concerning a Lawyer’s Services: Specific Rules:

“k) Any communication made under this Rule must include the name and contact information of at least one lawyer or law firm responsible for its content.”

This Rule requires that any communication about a lawyer or law firm’s services include the name of, and contact information for, the lawyer or law firm. Contact information includes a website address, a telephone number, an email address or a physical office location.

Ethical Practices:

• Use your official firm's name as registered with the state bar.
• Maintain consistent contact information across all directories.
• Clearly indicate jurisdictional limitations.

Unethical Practices:

❌ Using different firm names in different directories
❌ Creating multiple listings for the same location
❌ Misrepresenting office locations or jurisdictional reach

In the example below, we see that the firm's name is listed differently in Super Lawyers ("Law Offices of William L. Goldman") compared to other directories ("Goldman Law Offices"):

4. Review Management

Client reviews play a significant role in local search rankings and consumer decision-making. 

Encourage satisfied clients to leave reviews on your Google Business Profile and other relevant platforms. Always respond professionally to both positive and negative reviews.

Ethical Practices:

• Respond to reviews without revealing client information
• Include appropriate disclaimers about results
• Encourage honest reviews from actual clients

Unethical Practices:

❌ Offering incentives for positive reviews
❌ Creating fake reviews or testimonials
❌ Revealing confidential client information in responses

The two examples below show professional replies to positive and negative reviews:

Google Business Profile: Maximizing Visibility While Maintaining Ethical Standards

Google Business Profile (GBP) offers a powerful, free platform for lawyers to enhance their visibility in local search results. 

Prospective clients often begin their search for legal services on Google, and an optimized GBP ensures that your firm appears prominently in search results, providing essential information at a glance.

Key Benefits of Google Business Profile for Law Firms

A well-optimized Google Business Profile can significantly boost a law firm's local search engine optimization (SEO), increasing visibility when potential clients search for legal services in their area.

Key benefits include:

1. Increased Local Visibility: An optimized Google Business Profile enhances local SEO, increasing the likelihood of appearing in the top three local search results.
2. Google Maps Integration: A well-optimized profile ensures your firm is easily discoverable on Google Maps.
3. Zero-Click Searches: Clients can access crucial information (hours, contact details, services) without visiting your website.
4. Credibility & Trust: A verified profile reassures potential clients of your firm's legitimacy and trustworthiness.
5. Trust Building Through Reviews: Encouraging and responding to client reviews boosts your reputation and engagement.
6. Valuable Analytics: GBP provides insights into client searches and interactions, helping you refine marketing strategies.
7. Free Marketing Tool: GBP is a cost-effective way to enhance your firm's online presence.

The ABA Model Rules and Pennsylvania Rules of Professional Conduct prohibit:

🚫 Misleading statements about services or qualifications
🚫 False claims of specialization or guaranteed outcomes
🚫 Fake office locations
🚫 Unverifiable client reviews
🚫 Breaching client confidentiality in public responses

Ethical Google Business Profile Optimization: 10 Strategies for Law Firms

First, make sure you claim your GBP and have access to it. Read in more detail in Google Business Profile for Lawyers.

Optimizing your Google Business Profile requires careful consideration of ethical implications. Here's a guide to help you maximize your online presence while adhering to the ABA Model Rules:

1. Complete Your Profile

Ethical Principle: Transparency and accuracy.

• Do: Completely and accurately fill out all profile sections.
• Avoid: Providing misleading, incomplete or outdated information.

Ethical Strategy: Regularly review and update your profile to reflect accurate hours, services, and contact details.

Unethical Practice: Leaving outdated holiday hours that mislead clients about your availability.

2. Choose the Right Categories

Selecting inaccurate categories to gain visibility in unrelated searches can mislead users.

Ethical Consideration: Accurate representation of services.

• Do: Select categories that reflect your practice areas.
• Avoid: Choosing broad or unrelated categories to artificially expand search visibility.

Ethical Strategy: Select categories that directly reflect your practice areas (e.g., “Personal Injury Lawyer” or “Estate Planning Attorney”).

Unethical Practice: Selecting broad or unrelated categories, such as “Law Firm,” to appear in more search results.

3. Optimize with Keywords

Ethical Guideline: Prevent misleading claims.

• Do: Use descriptive, factual keywords naturally within your GBP profile.
• Avoid: Keyword stuffing or making unsubstantiated claims like “Best Personal Injury Lawyer” without substantiation.

Ethical Example: “Experienced family law attorney in Philadelphia.”

Unethical Example: “Best trial lawyer - guaranteed settlements.”

4. Show Your Services

Ethical Consideration: Ensure all service descriptions are truthful and do not create unjustified expectations.

• Do: Clearly list your legal services with accurate descriptions.
• Avoid: Comparing services to other attorneys.

Ethical Practice Example: "Family law services including divorce, custody, and support matters."

Unethical Practice Example: "Better divorce settlements than any other firm in California."

5. Add Authentic Photos

The Pennsylvania Rules of Professional Conduct:

Rule 7.2 Communications Concerning a Lawyer’s Services: Specific Rules:

“f) A non-lawyer shall not portray a lawyer or imply that he or she is a lawyer in any advertisement or public communication; nor shall an advertisement or public communication portray a fictitious entity as a law firm, use a fictitious name to refer to lawyers not associated together in a law firm, or otherwise imply that lawyers are associated together in a law firm if that is not the case.”

Paragraph (f) requires truth in advertising when portrayals are made part of legal advertising. A portrayal, by its nature, is a depiction of a person, event or scene, not the actual person, event or scene itself. Paragraph (f) ensures that any portrayals used in advertising legal services are not misleading or overreaching. Creating the impression that lawyers are associated in a firm where that is not the case is inherently misleading because it suggests that the various lawyers involved are available to support each other and contribute to the handling of a case. Paragraph (f) accordingly prohibits advertisements that create the impression of a relationship among lawyers where none exists, such as by using a fictitious name to refer to the lawyers involved if they are not associated together in a firm.

Upload authentic photos of your office, team, and any awards or certifications. Visual content can make a strong first impression and help your listing stand out.

Ethical Principle: Genuine representation.

• Do: Use actual photos of your office, team, and professional settings.
• Avoid: Using stock photos that do not accurately represent your law firm's office or team. Photos that create a misleading impression of the firm's size or resources.

Ethical Strategy: Use authentic, professional photos of your office and team.

Unethical Practice: Using stock photos of luxurious offices or large teams when your firm operates from a small, shared workspace.

6. Encourage and Respond to Reviews

Client reviews are crucial for attracting new business. Encourage satisfied clients to leave reviews on your Google Business Profile. Always respond professionally to both positive and negative reviews to demonstrate your commitment to client satisfaction.

Ethical Consideration: Maintain client confidentiality.

• Do: Encourage honest feedback. Respond generically to protect client privacy.
• Avoid: Soliciting or manipulating reviews.

Ethical Practice Example:

• Generic response: "Thank you for your feedback. We strive to provide quality legal services."

Unethical Practice Example:

7. Use Google Posts

Ethical Principle: Informative, non-coercive communication.

• Do: Share educational content, blog posts, firm updates, and community involvement.
• Avoid: Guaranteeing case outcomes or making aggressive marketing claims.

Ethical Post Example: "Our firm is presenting at the PA Bar Association conference on family law updates"

Unethical Post Example: "We just won $1M for our client - We can do the same for you!"

8. Monitor Q&A

Monitor and respond to questions asked through the Q&A feature. This can help potential clients and show your expertise.

Ethical Consideration: Do not establish attorney-client relationships in public responses.

• Do: Monitor and respond to questions while avoiding case-specific legal advice.
• Avoid: Providing specific legal advice. Avoid establishing attorney-client relationships

Ethical Practice Example:

"We handle [practice area] cases. For personalized legal guidance, please schedule a consultation."

Unethical Practice Example:

9. Add Your Law Firm's Social Media Accounts

Ethical Consideration: Ensure all linked content adheres to ethical advertising rules.

• Do: Connect only official firm-managed social media profiles.
• Avoid: Linking personal or unrelated social media accounts to your GBP or using social media to promote unverified success rates or guarantees of outcomes.

10. Create Location-Specific Content

The Pennsylvania Rules of Professional Conduct

7.1 Communications Concerning a Lawyer's Services, comment [6]

“A law firm with offices in more than one jurisdiction may use the same name or other professional designation in each jurisdiction, but identification of the lawyers in an office of the firm shall indicate the jurisdictional limitations on those not licensed to practice in the jurisdiction where the office is located.”

If your law firm has multiple locations, create unique content for each location's profile. This can help improve your visibility in local searches for different areas.

Ethical Consideration: Ensure each location is legitimate and properly represented.

Do:

• Create unique profiles for genuine office locations.
• Provide location-specific practice area details.
• Maintain jurisdictional accuracy. 

Avoid:

• Creating profiles for virtual offices without proper disclosure.
• Creating multiple profiles for the same physical location.
• Misrepresenting attorney availability at satellite offices

Ethical Practice Examples:

• "Main office in Philadelphia with consultation office in Pittsburgh, available by appointment"
• Listing specific attorneys who regularly work at each location.
• Clear disclosure of limited hours at satellite offices.
• Location-specific content about local court systems and procedures.
• Accurate description of practice areas available at each location

Unethical Practice Examples:

Key Takeaways:

• Prioritize accuracy and transparency.
• Regularly review and update your profile.
• Focus on providing value to potential clients.
• Maintain professional boundaries in all communications.
• Comply with the ABA Model Rules and the Pennsylvania Rules of Professional Conduct.

To sum up, regularly update your Google Business Profile, engage ethically with clients, and ensure all information remains accurate and truthful. Implementing these best practices will help your firm attract more clients while maintaining the highest ethical standards.

AI-Driven Local Search Results

Modern search engines use AI and machine learning to deliver personalized, contextually relevant local search results:

Personalization

AI algorithms assess user behavior, location, and preferences to tailor results. An optimized Google Business Profile ensures your firm is one of the top candidates presented to the user.

When someone searches "personal injury lawyer after car accident," the AI recognizes:

• The legal specialty needed (personal injury)
• The specific case type (car accident)
• The implicit local intent (they need someone nearby)

The AI then generates results tailored to this specific scenario, prioritizing firms with strong signals in these areas rather than simply those who've optimized for basic keywords.

Relevance and Accuracy

AI-driven systems favor profiles with complete, accurate, and regularly updated information. This helps your firm stand out in the local pack—the group of local listings that appear above organic results.

Enhanced User Experience

By providing rich, detailed profiles, you help AI systems better understand your firm’s value proposition, leading to higher rankings and more qualified inquiries.

AI is being used to generate concise summaries and overviews of local businesses, drawing information from various sources, including Google Business Profiles, reviews, websites, and third-party legal directories. 

These summaries may highlight key information about your practice directly in search results.

How Attorneys Should Respond to AI-Driven Local Search

• Ensure NAP (Name, Address, Phone) consistency across all platforms and actively develop entity associations through legal directories, local organizations, and bar association listings.
• Publish content that answers the specific questions your local clients are asking, organized by practice area and jurisdiction.
• Build local connections through community involvement, local legal events, and news coverage of your firm's community contributions.

Ethical Considerations in AI-Driven Local Search

As AI becomes more sophisticated, ethical considerations become more important:

1. Transparent Information: AI can detect discrepancies between claims on different platforms, making consistent, accurate representation essential.
2. Review Authenticity: AI systems are increasingly capable of identifying suspicious review patterns, making ethical review acquisition crucial.
3. Content Accuracy: AI evaluates the accuracy of legal information you provide, which connects directly to ethical obligations regarding public legal information.
4. Comparative Analysis: When AI generates comparative summaries of local attorneys, standing out ethically through legitimate expertise and service quality becomes more important than ever.

By understanding and adapting to AI-driven local search, attorneys can maintain ethical marketing practices while improving visibility to potential clients who need their specific expertise in their specific location.

Key Takeaways for Ethical Local SEO

• Ensure compliance with all applicable ABA Model Rules, Pennsylvania Rules of Professional Conduct and local bar association regulations.
• Focus on ethical tactics like accurate listings, authentic reviews, and natural keyword integration.
• Ensure your firm’s information is accurate and uniform across all platforms and directories.
• Clearly state the jurisdictions where you're licensed to practice law on your website and in your Local SEO content.
• Avoid misleading language, unsubstantiated claims, and guaranteed outcomes.
• Prioritize truthfulness and accuracy in all communications.

Further Reading:

Ethics and Local SEO: The article discussing the fundamental principles of ethical SEO practices for attorneys.

The Attorney's Guide to Google Business Profile: A comprehensive guide to maximizing your Google Business Profile while adhering to ethical guidelines.

A Lawyer's Guide to Ethical Client Testimonials: Best practices for collecting and using client testimonials in a compliant manner.

AI-Driven Local Search Results: What Attorneys Need to Know: An exploration of the impact of AI on local search and ethical considerations.

Ethics-First Marketing Checklist: A practical tool to ensure your marketing efforts align with your ethical obligations.

Take the Law Firm Growth Marketing Course: The marketing course for lawyers who want to further their knowledge.