Stop Guessing.
Start Ranking.
The complete local SEO playbook for law firms with 5–30 attorneys. Eight chapters, six appendices, every template you need — built so your firm can execute without hiring an agency.
For firms that want to do this themselves.
The same system we walk consulting clients through — written so your team can do it.
Most "local SEO guides" online tell you Google Business Profile matters and then leave you to figure it out. This playbook is the actual build — categories to choose, photos to take, services to list, citations to claim, location pages to write, schema to paste, reviews to request. In order. With nothing skipped.
- 136 pages · 8 chapters + 6 appendices
- 40–60 hours initial build · 30–60 min/month after
- No upsell. One file, yours forever.
Secure checkout via Stripe. Delivered to your inbox in under a minute.
Always Found.
Always Local.
The Law Firm Local SEO Playbook · 2026 Edition
- 8 chapters · execution-ready
- 50+ citation source list
- Location page template
- Review request scripts (bar-compliant)
- JSON-LD schema snippets
- Monthly maintenance checklists
What's inside
Eight chapters. Built to be executed in order.
Why Local Search Is Winner-Take-All
How the Map Pack actually works, the three ranking factors Google has publicly named, and why the firms at the top tend to stay there.
Google Business Profile — Your Most Important Local Asset
Full GBP rebuild: categories, services, descriptions, photos, posts, Q&A. The single highest-leverage activity in local SEO, line by line.
Citations — The Foundation Nobody Builds
NAP consistency, duplicate suppression, and the directory list to actually work through. No fluff, just the sources that move rankings.
Location Pages — How Google Knows Where You Serve
The page template that ranks city + practice area pages — and how to build one per market without producing duplicate content.
Reviews — The Ranking Signal You Control
Timing, scripts, bar-compliant language, and the request system that turns satisfied clients into review velocity.
Schema Markup — Speak Google's Language
Copy-paste LegalService, Attorney, FAQPage, and BreadcrumbList schema — and exactly where each one belongs on your site.
Monthly Maintenance
The 30–60 minute monthly system that keeps your local rankings from quietly decaying after launch.
Tracking and Reporting
How to prove it's working — the metrics partners actually care about and the dashboard that connects rankings to retained clients.
Plus the appendices that do the work
- Appendix A — Complete Citation Source List (50+ legal & local directories)
- Appendix B — Location Page Template (copy/paste markdown)
- Appendix C — Review Request Templates (email + SMS, bar-compliant)
- Appendix D — Schema Markup Snippets (JSON-LD, ready to paste)
- Appendix E — Maintenance Checklists (weekly, monthly, quarterly)
- Appendix F — Glossary
What you'll be able to do after
Read it once. Execute for months.
Claim and fully optimize your firm's Google Business Profile — every field, every signal Google looks for.
Audit, clean up, and build out your firm's presence across 50+ authoritative citation sources.
Build one ranking-ready location page per practice area + city combination you serve.
Run a bar-compliant review request system that produces real review velocity, not one-offs.
Deploy LegalService, Attorney, FAQPage, and BreadcrumbList schema across your site.
Maintain everything in 30–60 minutes a month without losing what you built.
Track real local rankings and show the partner group what the work is producing.
Who it's for
Built for law firms that want to do this themselves — without hiring an agency.
If you have a smart office manager, marketing coordinator, or in-house hire who can follow a process, this playbook gives them the process. We have walked consulting clients through this same system for $10,000+ engagements. The book is the system.
If you would rather pay someone else to do the work — that is a fair choice, and you should not buy this. If you want to keep the knowledge inside your firm, build a competitive moat in your local market, and never pay a monthly retainer for something you could maintain in an hour a month — this is for you.
Ready to claim your territory
Get the playbook. Own your market.
$97, one-time. Sent to your inbox the moment Stripe confirms the purchase. No subscription. No upsell. No drip sequence trying to sell you something else.
Buy the Playbook — $97 →Secure checkout via Stripe · Questions? joe@hugheyllc.com