This guide covers everything specific to setting up and optimising a Google Business Profile for lawyers. For general GBP optimisation principles, see the main GBP optimisation page. For SEO beyond GBP, see SEO for Lawyers.
The Right Categories
Primary: Lawyer or Law Firm. Secondary: Immigration Attorney, Real Estate Attorney, Tax Consultant — depending on your practice areas. See the full categories guide for more detail on how categories work.
Services to List
Your services section should include: property law, immigration law, tax advice, company formation, inheritance law, family law, litigation — with clear descriptions relevant to the expat and international market.
Photos
For lawyers, the most impactful photos are: professional office photos, team headshots, meeting room, exterior of your building. Law firms benefit from photos that convey professionalism and trustworthiness.
Review Strategy
Client reviews mentioning specific legal areas — “excellent conveyancing service” or “handled our NIE application perfectly” — help rank for those specific legal searches. See the full review strategy guide.
Posting Strategy
Share legal updates relevant to your audience (tax changes, residency rules), client success stories (anonymised), and explanations of common legal processes in Spain. See the posting strategy guide for general posting advice.
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Frequently Asked Questions
What is the best primary GBP category for lawyers?
The most effective primary category for lawyers is typically “Lawyer.” The right choice depends on your specific focus — contact me for a personalised recommendation based on your business and competition.
How many photos should a lawyers GBP have?
Aim for at least 20-30 photos across all categories. Add new photos regularly — at least monthly. For lawyers, quality visual content is especially important for attracting customers.
How often should lawyers post on their Google Business Profile?
At least once per week. Regular posts signal to Google that your business is active and engaged. For lawyers, I recommend a mix of offers, updates, tips, and behind-the-scenes content. Each post should include relevant keywords naturally.
Can GBP optimisation help lawyers get into the Google 3-Pack?
Absolutely. The Google 3-Pack is the most visible position in local search and gets the majority of clicks. A fully optimised GBP with the right categories, complete services, regular posts, strong reviews, and geotagged photos gives lawyers the best chance of appearing in those top three positions.
Do lawyers need reviews to rank on Google Maps?
Reviews are one of the strongest ranking signals for the Google 3-Pack. Both the number of reviews and the average rating matter. For lawyers, I implement a review strategy that encourages satisfied customers to leave feedback, which builds trust with both Google and potential customers.