For law firms, many high-intent searches are local: lawyer Brussels, attorney Paris, etc. The foundation is your Google Business Profile (GBP) and consistent business info.
1) Google Business Profile checklist
- Correct primary category
- Clear description (avoid prohibited claims)
- Hours, phone, website, address: consistent everywhere (NAP)
- Services (where appropriate) + service area
- Professional photos (office, team)
- Q&A section (controlled FAQ)
2) Reviews: often the most underestimated lever
Reviews impact click-through and trust. Stay compliant with your local professional rules and avoid case details.
3) Location pages without “doorways”
A location page is not copy-paste with a city swapped. A strong page includes:
- address and directions
- areas served (neighborhoods)
- common case types in that area (without making claims)
- process + what to prepare
- CTA + contact
4) Basic schema (clean and safe)
Add basic structured data: Organization, address, phone, hours if applicable. It helps Google understand your entity.
5) 5 mistakes that kill local SEO
- inconsistent NAP
- weak contact page
- no practice-area pages
- slow mobile experience
- thin duplicated local content
For site structure: Essential pages. For speed: Core Web Vitals.
Brussels tip: if you’re bilingual, connect FR/EN location pages with hreflang: hreflang guide.