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Local SEO for lawyers that wins matters, not just clicks.

What would a steady pipeline of high-value matters do for the firm? That is the outcome this program is built around. Google Business Profile, practice-area and location rankings, and AI search, pointed at qualified enquiries from clients ready to instruct.

Run by Dorian Menard. SEO since 2013, nothing else.

See pricing
Founder-led No account managers
No lock-in Month-to-month
Since 2013 SEO only
Why most legal SEO underdelivers

Clients compare three firms before they call, and you are not in the set.

Legal buyers research hard before they ever pick up the phone. The firms that win local search are in the consideration set early, by practice area and location, and carry the authority that earns the instruction.

Local SEO for lawyers: balance scales with a map pin, marking a firm in local search

  1. The matter is decided before contact.

    A prospective client shortlists firms from Google and AI answers before calling anyone. If you are not visible and credible at that stage, the enquiry goes to a competitor and you never knew it existed.

  2. Practice area plus location is the whole game.

    "Family lawyer [suburb]", "conveyancing [suburb]", and "criminal lawyer [suburb]" are different buyers with different intent. One generic "our services" page targeting the city wins none of them.

  3. Competitors are being cited in AI answers, and you are not.

    When someone asks AI for the best family or commercial lawyer near them, a short list of firms gets named. If your content and entity signals are not built for citation, you are invisible to that growing share of clients.

Compliance, handled. Legal services advertising is governed by professional conduct rules and the Legal Profession Uniform Law. We keep claims accurate and compliant: no misleading statements and no guarantees about case outcomes. The work is authority and visibility, content that demonstrates expertise rather than promises results.
What is included

Three pillars, run as one system.

Local SEO for a law firm is three search surfaces working together: your Google Business Profile, local organic rankings for practice-area and location terms, and the AI engines clients now ask first.

Pillar 01

Google Business Profile

The first thing a nearby buyer sees, and usually the most under-managed.

Accurate categories and services, a credible profile, and a review approach that respects professional conduct rules.

Pillar 02

Local organic SEO

The compounding engine, built location by location and service by service.

Practice-area and location pages with the depth and authority legal buyers expect before they instruct.

Pillar 03

AI search (GEO)

ChatGPT, Perplexity, and AI Overviews now answer local questions first.

Citable, authoritative answer content so you surface when a client asks AI for the best lawyer for their matter nearby.

Your first 90 days

What actually happens, week by week.

No mystery retainer. Here is exactly what gets built, and in what order, before the first lift in enquiries typically lands.

Link building

Links start on day one, not in month three.

After the foundation and the on-page fixes, link building is the work that pays back most, in our experience on most campaigns. Many agencies leave it until month two or three. We start in the first two weeks, while the audit is still running, so the links are already landing when the fixed pages go live.

  1. Foundation
    Days 0 to 14

    Audit, access, baseline, first links.

    • Link building starts on day one, while the audit is still running
    • Full GBP, on-page, technical, link, and AI-citation audit
    • GA4, GSC, and GBP access set up and owned by you
    • Conversion tracking on calls, forms, and bookings
    • Location and competitor mapping
    • Strategy doc with a prioritised quarter plan
  2. Foundation fixes
    Days 15 to 45

    Technical, GBP, on-page corrected.

    • Technical issues resolved: speed, schema, indexing
    • GBP rebuilt: categories, services, posts, photos, Q&A
    • Location and service page architecture set up
    • On-page rewrites for the top commercial pages
    • Review generation system live
    • Link building running every week while the fixes go in
  3. Execution
    Days 46 to 90

    Content and AI signals ship weekly. Links are already landing.

    • Location and service landing pages published
    • Link building continues, now pointing at the new location and service pages
    • Answer-block content built for AI citation
    • Map Pack movement on lower-competition terms
    • First measurable lead lift typically lands here
  4. Compound
    Day 90+

    Links never stop. Reporting every month.

    • Plain-language monthly report from our custom dashboard
    • Lead, call, and revenue attribution
    • Quarterly strategy review
    • GBP suspension monitoring, reinstatement included
    • Link building never stops: new links secured every month
    • AI citation tracking, plus continued work to get you mentioned in the sources AI tools cite
Honest timeline. Established domains with existing authority move faster. Brand-new sites take longer. Anyone guaranteeing rankings in 30 days is either lying or about to penalise you. Speed also depends on how competitive your market and category are.
Who this is for

Qualified matters that earn the retainer, if you are the right fit.

Honest answer up front: we are not for every firm. The strategy call is a 30-minute conversation, not a pitch. If we are not a fit, we will say so and point you somewhere that is.

  • ✓
    An established firm with defined practice areas
    You have a working site, real matters, and clients already. We build practice-area depth on a solid foundation.
  • ✓
    High-value matters to win
    Family, commercial, personal injury, and property matters reward local SEO most, because one instruction can pay for months of work.
  • ✓
    Single or multi-location firms
    We run single-office and multi-location campaigns, with the Google Business Profile and page architecture multi-location needs.
  • ✓
    You can absorb more enquiries
    When local SEO works, qualified enquiries increase. Make sure intake and the team are ready before we open the tap.

A straight 30-minute call with Dorian. No pitch deck, no obligation.

We are probably not the right fit if…
  • ✕ You are shopping purely for the cheapest legal SEO quote.
  • ✕ You want a guaranteed number one ranking and a contract that promises it.
  • ✕ The firm is brand-new and pre-revenue with no working website.
  • ✕ You want one supplier handling SEO, ads, social, and the website.
We will say so on the call. We optimise for your revenue, not our retainer count.
Dorian Menard, Search Scope founder and senior SEO consultant
Founder
Dorian Menard
Search Scope · Australia
SEO since
The founder

Meet your senior SEO consultant, Dorian Menard

Founder. SEO only, since 2013.

Specialising in SEO since 2013. Founder of Search Scope. I work directly with every client on strategy and execution. No account managers, no offshore teams, no templated retainers.

My work covers multi-location and franchise SEO, organic and national SEO, local SEO, Google Maps, GBP and GMC reinstatement, technical audits, and AI search visibility. I work with established businesses and multi-location networks that want a senior specialist, not a service package.

2013
In SEO since
200+
Clients since 2021
295 of 300
GBP reinstatements
1
Specialist on your account
Pricing

Straight pricing, no lock-in.

3 ways to start. The Search & AI Authority Partner retainer for ongoing growth, the Search Foundation Sprint to fix the whole foundation in one go without a retainer, and a flat-fee citation cleanup for businesses with messy name, address, and phone data scattered across the directory web.

Most clients start here

Search & AI Authority Partner

Done-for-you local SEO across Google Maps, organic search and AI answers, run as one program.

From
$4,000
+ GST a month
Every Partner retainer includes
  • Month 1: the full foundation, everything in a Sprint. If you did a Sprint first, you skip it and start on growth work.
  • 2 high-value pages created or upgraded every month (service, location or answer pages), plus technical health watched and fixed
  • Your Google Business Profile managed where Maps matters: 2 posts a week, photos, and review requests sent to every customer within Google’s rules
  • Your key questions checked in AI answers every month, plus work to get you named in the sources those tools cite
  • Editorial coverage in real publications every month, and your profiles and listings kept accurate, with dead ones replaced
  • Rank tracking, a Maps grid, AI tracking, and call and form tracking, with a monthly report and a 30-minute call
  • A strategy review every quarter, and the plan for the next one
  • Suspended Business Profiles fixed at no extra cost
  • Google review removal at partner pricing, below the public rate
Our guarantee

Real movement in 90 days, or you stop paying until there is.

Movement means at least 3 more tracked searches on page one, or at least 5 more of the 49 Maps grid points in the top 3. If neither happens, there is no fee from day 91 and we recheck every 30 days. After 3 free months, either side can end the retainer with no notice. For established businesses only: a website live for 12 months on the same domain, at least 5 tracked searches in Google's top 30 at the start, and a Google Business Profile live for 6 months where Maps is in the plan. Partner and franchise retainers only, never a Sprint or Local Growth. Leads are reported but not guaranteed, and AI answers are not part of the test.

Out of scope
  • Social media management
  • Web design and full website builds
  • Brand strategy or logo design
  • Paid ads management (Google Ads, Meta)
  • Email marketing automation
What changes the price
  • More locations or service regions. Each one adds its own Maps and page work.
  • Tougher competition. A contested market needs more editorial coverage to move.
  • More cities. One city versus several.
  • More pages a month. Beyond the 2 high-value pages included every month.

Month-to-month. 30-day notice. No exit fee.

No commitment

Search Foundation Sprint

The whole foundation in one go: website, Google Business Profile and your name across the web. One-off, about 4 to 6 weeks, then it closes.

From
$1,500
+ GST one-off
What's included
  • The diagnosis: the 25-point technical audit, a Google Business Profile review, a check of how ChatGPT, Perplexity, Google AI Overviews and Gemini answer your key questions, and a check that your business details match across the web
  • The website: critical technical fixes, 1 priority page fully optimised plus 3 lighter pages, schema across the whole site, and an llms.txt file with an AI reference page
  • Your Google Business Profile, where relevant: categories, services, description, hours and attributes corrected, your own photos uploaded, and a posting plan for the next 90 days
  • Your name across the web: 1 brand fact document as the single source of truth, profiles and directory listings created or corrected, 1 Wikidata entry where eligible, and 10 short factual write-ups published from the fact document
  • Handover: a roadmap (done, next, later, needs a developer, and worth doing with ongoing help), a reference guide, a recorded walkthrough, and 30 days of email questions. Then the Sprint closes.
From $1,500 + GST is the starting scope, for a smaller site. Larger sites and multi-location businesses get a tailored quote. Everything in the audit with implementation (from $999 + GST), plus your Google Business Profile corrected, your business named consistently across the web (fact document, profiles, Wikidata where eligible, 10 write-ups), an llms.txt file with an AI reference page, and a full handover pack. Not included: link building, ongoing posting, writing beyond the pages above, and rebuilds or development work.
Standalone product

Professional Citation Cleanup

For businesses that have changed address, traded under a different name, or built up inconsistent listing data across the directory web over the years.

Clean citations are critical in the AI-SEO era. They are how engines confirm who you are, and they also help you avoid Google Business Profile suspensions.

Flat fee
$599/location
+ GST
What's included
  • Digital footprint audit included
  • Manual citation verification and cleanup
  • Enhanced business directory management
  • Real-time progress tracking
  • Multi-location support
  • Consistent NAP across the directory web
Most cleanups complete within 30 days. Multi-location pricing available, book a call to discuss.
FAQ

Local SEO for Lawyers questions.

The 30-minute strategy call answers the rest. No pitch deck. No proposal at the end unless you ask.

60 to 90 days for measurable movement, and 4 to 6 months for significant impact on qualified enquiries. Established firm domains with existing authority move faster than brand-new sites, and contested practice areas in a capital city take longer than a regional town. Legal buyers also research longer, so the compounding effect builds steadily.

Yes. Practice-area and location pages are core to legal local SEO, because "family lawyer [suburb]" and "conveyancing [suburb]" are different searches with different intent. We build the architecture that targets each one with the depth and authority legal buyers expect.

We keep claims accurate and within professional conduct rules and the Legal Profession Uniform Law. That means no misleading statements and no guarantees about case outcomes. The work demonstrates expertise and builds authority rather than promising results.

Yes. Multi-location work needs a different strategy: duplicate-content risk, Google Business Profile architecture per office, location hierarchy, and reporting all change at scale. Pricing scales with the number of locations and content volume. Firms with several solicitors who each see their own clients can also run a Business Profile per eligible solicitor. Our guide to Google Business Profiles for individual practitioners explains who qualifies and when a second profile helps.

Two ways to work with us. The Search Foundation Sprint fixes the whole foundation in one go, from $1,500 + GST one-off. The Search & AI Authority Partner retainer starts at $4,000 + GST a month, month-to-month with no lock-in. The price moves with practice-area competition, geographic scope, your existing SEO foundation, and how much content the campaign needs. Real movement in 90 days, or you stop paying until there is. Movement means at least 3 more tracked searches on page one, or at least 5 more of the 49 Maps grid points in the top 3. If neither happens, there is no fee from day 91 and we recheck every 30 days. After 3 free months, either side can end the retainer with no notice. For established businesses only: a website live for 12 months on the same domain, at least 5 tracked searches in Google's top 30 at the start, and a Google Business Profile live for 6 months where Maps is in the plan. Partner and franchise retainers only, never a Sprint or Local Growth. Leads are reported but not guaranteed, and AI answers are not part of the test.

No. Anyone guaranteeing specific positions is misrepresenting how Google works or using tactics that will eventually penalise you. What we commit to is transparent execution, real reporting on enquiries and calls, and the freedom to leave on 30 days notice if we are not moving the needle.

SEO optimises for Google's traditional results and the Map Pack. GEO, Generative Engine Optimisation, optimises for 3 AI answer engines, ChatGPT, Perplexity and Google AI Overviews, which now name a short list of firms when someone asks for the best lawyer near them for a matter. Every retainer covers both.
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30 minutes · One specialist · No obligation

What would a fuller pipeline of the right matters do for the firm?

We build toward more of the work you actually want, not rankings for their own sake. A straight 30-minute call with Dorian, the person who does the work. You leave knowing where your qualified enquiries are going, what it takes to win them, and whether we are the right team for it.

Map my firm growth
No lock-in contracts Specialising in SEO since 2013 Founder-led from first call
Written by Dorian Menard, Founder at Search Scope. Executing SEO since 2013. Based in Perth, working Australia-wide.
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