In this episode of Counsel Cast Chambers, we cover how law firms can dominate local SEO with insights from Stormy Knight, an expert in the field.

Listeners learn about the importance of the Google Business Profile, reviews, directories, and on-page SEO to stand out in local searches. Stormy explains the evolution of the “three pack,” why proximity to the searcher matters most, and how virtual offices can navigate Google’s ever-changing policies.

Real-world examples of how firms have successfully leveraged multiple office locations and strong review strategies to outperform competitors. The conversation also explores Google Local Service Ads, the power of verification, and the psychology behind reviews and business imagery.

Stormy provides practical advice on responding to negative reviews, balancing client feedback, and ensuring consistency across all platforms. For attorneys especially, the episode underscores how dominating local SEO can directly translate to measurable profit and long-term success.

Stormy gives listeners actionable tips on:

• 00:00 Introduction to Local SEO for Law Firms
• 01:00 The Evolution from Seven Pack to Three Pack
• 02:00 Why Proximity Is the #1 Factor in Local Search
• 03:00 Managing Virtual Offices for Local SEO
• 05:00 Ensuring Consistency Across Google Business & Website Schema
• 06:00 Leveraging Directories like Yelp & Facebook
• 07:00 Real-World Example: Crushing Local Search with Multiple Offices
• 08:00 How Google Local Service Ads Work for Lawyers
• 09:00 The Power of Verification, Imagery, and Reviews
• 10:00 Managing Reviews and Client Perceptions
• 11:00 Best Practices for Responding to Negative Reviews

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