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Claim and verify your properties on Google Places, Bing Places and Yelp. Make sure business name, address and phone match the contact information listed on your website.
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Build an internal system for following up with happy clients to get reviews on Google, Yelp, Avvo and local review sites.
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Turn client questions into content.
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Have your staff create blog posts on a consistent schedule. Talk about the community and your involvement in it.
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Be active on Google+! Post interesting articles with unique content, share links and interact with others in the industry or within your firm’s practice areas.
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Bonus: Post driving directions on your contact us page. Write directions to your office from various locations nearby. Writing out these directions will create unique content with lots of local keywords.