In Local SEO, we have to tackle two algorithms – the Organic and Maps algorithms – which can make optimizing strategies complex. Maps algorithm is particularly difficult as it depends on multiple data sets and the algorithm’s definition of a specific location. Moreover, the local algorithm is continually evolving, making the map pack a moving target.
The SEO strategy for law firms is usually divided into two parts: the local pack and localized organic results. The legal niche is highly competitive, as it is also one of the most lucrative niches. It’s easy to see why legal services are so competitive when you look at the projected revenue of over $348 billion in 2024, with only a small number of searches, according to a report by Statista.
The issue with this particular campaign was that the listing did not rank in the top 20 for most target keywords. There were many established law firms in the area (as shown in the screenshot), and the listing was weaker compared to these competitors.