If you’re an estate planning attorney in Detroit, chances are you’re not looking for clients in Phoenix. You are, as are most attorneys, a local business. Which means you need to optimize your website for local search, as well as employ other tactics to make your firm locally visible to those searching for your services.

Here are some tips for optimizing your website or blog for local search:

Include local keywords in your content, URL and tags. If someone is looking for legal services, it is highly unlikely they will type the name of your firm into a Google search box. This is why I always recommend a URL with your location and practice specialty – i.e., www.FortMyersEstatePlanning.com. Location should be in your page title, header tags, meta tags and content as well, and you should also include long-tail keyword variations for your area.

Blog. Every time you add a new post to your blog is a new opportunity to get found using local search terms. Be sure your content discusses local issues and always add your location somewhere in your post – for example, instead of saying “We can help you...” write “Our Detroit estate planning law firm can help you...”

Optimize your site for mobile. Almost half of Google Map usage is on mobile devices, so you need to make your site mobile-friendly. To learn how, see my post last month on If You Lack a Mobile Website, You're Turning Prospects Away.

Local contact information. Be sure you have a real “Contact Us” page with your physical address, phone number and Google map.

In addition you should employ these additional tactics for getting good local SEO:

• Add your firm to local directories like your local Chamber of Commerce, bar association and other business organizations.
• Have a Google+ account.
• Get reviews on Yelp! and other similar sites that profile local businesses.