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If you own a personal injury law firm in Miami, it is not very helpful to develop web content that ranks well in Chicago. Skip to content. . When it comes to SEO for law firms, content is king! Creating quality content that’s both helpful and engaging is paramount when it comes to practice area pages and attorney profiles. What Is Local SEO For Law Firms? Local SEO is a type of search engine optimization that targets local SERP features like the Local Pack. PPC campaigns and social ads: If pay-per-click ( PPC) management and social ads. Optimize Your Profiles on Avvo, Justia, and Super Lawyers.