Winning “Near Me” Clicks: A Local SEO Title Tag Strategy
Client: A family law firm in a competitive metropolitan area.
Challenges We Faced
The client’s website was well-designed but completely unoptimized for local search, costing them calls:
No “Map Pack” Rankings
They were invisible for “family lawyer near me” or “divorce attorney [city].”
Generic Titles
Their homepage title was just “Home – Smith Law” and their service page title was “Our Services.”
No Geo-Targeting
Not a single search engine optimization title tag on their site mentioned their city or state.
Low “Click-to-Call” Rate
Their low mobile traffic resulted in almost zero calls from search.
Duplicate Titles
All practice area pages had the same title, “Practice Areas.”
Win Your Local Market
“Want to rank in the 3-Pack? Our service for optimizing title tags for local seo will get your business found by ‘near me’ searchers.”
Our Approach – How We Solved These Challenges
Comprehensive Title Tag Audit
We used SEMrush to find all duplicate and non-localized titles, confirming that Google had no idea where they were located.
Local Keyword Research
We focused 100% on “[Service] + [City]” and “near me” keywords.
Title Tags for Local Service Businesses
We rewrote all key page titles with a “Keyword + Location + Brand” formula.
Homepage: “Family Law Attorney in [City] | [Firm Name]”
Service Page: “Divorce Lawyer in [City] | [Firm Name]”
Keyword Research & Mapping
We mapped “child custody lawyer [city]” to the “Child Custody” page, “alimony lawyer [city]” to the “Alimony” page, etc.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| “Map Pack” Rankings (“family lawyer [city]”) | 14th | 3rd | +11 spots |
| “Click-to-Call” (from GMB & Organic) | 12/mo | 58/mo | +383% |
| Qualified “Consultation” Leads | 4/mo | 22/mo | +450% |
Free Local Title Tag Analysis
“Not sure why your competitors are outranking you? Book a Free Local SEO Analysis and let us fix your titles!”
Advice for Marketers & Brand Owners
- Your local titles must include your primary service and your location.
- The formula [Service] in [City/Neighborhood] | [Brand] is the gold standard for optimizing title tags for local seo.
- Every service page needs a unique title. You can’t have one “Services” title for 10 different services.
- A good title pulls double duty: it helps you rank for “divorce lawyer [city]” and convinces a user to click your result.
Extra Factors That Made It Work
- The Technical Optimization (Truncation) was critical. We had to test 3 variations to fit “Child Custody Attorney in [City]” + Brand Name into 600 pixels.
- Using Local Rank Trackers to monitor the rank changes in their specific zip code.
- This was a fast, high-ROI win. Sometimes a simple search engine optimization title tag fix is all you need.
