One profile for each real office, and one page for each profile.
Google allows a Business Profile for lawyers only where clients are met in person during its stated hours, so a virtual office, a mailing address the firm does not work from, does not qualify. The profile links to that office's page rather than the homepage, and its phone reaches that office. Where several public-facing lawyers work at one office and can be reached there directly, each can hold a profile beside the firm's; a lawyer who is the firm's only public-facing practitioner at an office shares the firm's profile.
Pick the most specific true category, and add only the practices you handle.
In attorney local SEO, the primary category is the most specific one that describes the firm, and each extra category is a practice it actually takes. Google tells businesses not to use categories as keywords, and a category the page and the intake cannot back up brings calls the firm turns away.
The same name, address and phone on every directory.
A firm's offices decide where its profiles sit, and its practice decides how far they reach: personal injury lawyer SEO is won city by city in the map, while immigration attorney SEO reaches clients far beyond the office city through pages about each case type.
Google ranks a profile in the map partly by how well known the business is, including how many websites link to it, and for a law firm many of those are its directory listings: Avvo, Justia, FindLaw, Martindale-Hubbell, Lawyers.com, the state bar's directory and the local bar association's. Law firm citation management services list each office with the name, address and phone its Business Profile carries, and correct the listings left from an old office or an old number, so every source describes the same office.
Every review link points at the profile of the office the client used.
Review count and rating are part of how Google ranks profiles in the map, and a small count lets one bad review set the average. Ask every client the same way, with the link of the office that handled their case; asking only the happy ones breaks Google's review policy. Google reviews for lawyers covers the request and the replies.
Each call and form is traced to the office profile it came from.
Tag the website link on each profile so visits from the map count as that office's, and read each profile's calls in its Performance report. For criminal defense attorney SEO, the page says exactly when the phone is answered, because a client who reaches voicemail calls the next firm; the profile's hours stay the hours the office meets clients.
On each office's page, legal service schema states the same name, address and phone in code, so the site and the profile describe one office.
Google also counts how many sites link to the firm toward its prominence in the map, so the links an attorney SEO company builds for the site lift the profiles too.
In Florida, the Bar's rules reach the offices, the names and the reviews.
For law firm SEO services in Florida, three of the Bar's advertising rules reach local SEO directly. Rule 4-7.12 has every advertisement name the city, town or county of a bona fide office and bars implying an office where the firm has none, so a profile and an office page exist only where the firm really practices. Rule 4-7.21 has a firm advertise under the name on its letterhead and office sign, the name its profile carries. And a review brought onto the site is a testimonial under rule 4-7.13, with the Bar's disclaimer beside it.
A law firm's SEO in Jacksonville, FL starts where it does anywhere: from where each office shows on the map, searched from the streets around it. The same rules decide what a law firm SEO company in Florida writes in a firm's titles and results pages, and each rule in full is on our page on the Florida Bar advertising rules.