With AI in the picture, local SEO is also changing. If before the focus was on keyword rankings, now it’s on authority and extraction.

The main change is the emergence of AI Overviews (or Search Generative Experience), which provide direct answers instead of a list of links. The links are listed as sources, and users who want to learn more can access them. 

This means the main battle is making sure your content is good enough to make it to the AI overview section. When you’re fighting five other local law firms, the difference comes from the quality of your content, authenticity, and level of expertise. 

In this guide, we’ll discuss four strategies to boost your local SEO as a law firm that deals with urgent cases (yes, this can be the differentiating factor, so don’t dismiss it). If you’re ready to know more, keep reading!

1. Dominate the Google Business Profile (GBP)

AI relies heavily on the GBP for local answers. Therefore, the best move to make is to ensure yours is fully optimized, frequently updated with posts/photos, and is the primary hub for managing online reputation.

Use this space to receive, display, and interact with client feedback so anyone interested can see how you handle different situations. The GBP is also the most visible source of client reviews. These reviews show up in the Google Map Pack and Local Finder—the first things potential clients see during an urgent search. 

If you have an attorney or answering service available around the clock, make sure your GBP hours are set to 24/7. This signals to Google and users that you handle emergencies.

Next, use Google Posts daily to highlight urgent service keywords like "24/7 DUI Defense Available," "Immediate Accident Attorney Consultations," or "Arrested? Call Now." These are visible in the Map Pack.

2. Implement High-Intent Local Services Ads (LSAs)

Businesses now have a wide array of digital tools to boost their marketing strategies, but ads are still the main drivers for new leads. That’s because LSAs appear above the Map Pack and organic search results, which is the most valuable real estate for urgent searches.

Use the LSA messaging to emphasize speed: "Talk to an Attorney Now," "Immediate Response." This is the fastest way to get high-quality, local leads.

3. Create Hyper-Optimized Landing Pages

If ads are the main drivers for new leads, content is what convinces them to stay and employ your services.

The best move is to create specialized content that addresses specific legal questions and issues unique to the firm's service areas (e.g., local court procedures, regional laws). This establishes the firm as the local expert.

Also, make sure your pages are mobile-first. In an emergency, people will use the most convenient device to search for information, and in many situations, that device is a smartphone. 

To make things easier, use geo-specific urgency in the title tags and H1 titles: "24-Hour DUI Lawyer in [City], [State]."

For instance, when you see West Coast Trial Lawyers auto accident lawyer pop up in your browser, you know right away if it’s what you need. 

4. Maximize Review Velocity and Local Keyword Usage

Google loves reviews and AI sees them as a vote of confidence, so focus your strategy on getting new, recent reviews that mention the service and the location (e.g., "The best personal injury lawyer after my accident in Downtown [City]").

Set up your system to automatically send review links post-case, with a polite request for clients to share their experience with your team. Good, recent reviews are a major trust and ranking factor, especially when clients are making quick decisions in a crisis.

Wrap Up

You will receive a wide range of tips and “expert” advice, but local SEO doesn’t have to be this complicated. As long as your GBP is optimized, your reviews are coming in, and the content creates value, you are on the right track.