When someone searches for a practice area that you specialize in what legal firm will they find at the top of the search results? If not you its time to get your site to the top. People trust the top results in Google, many of them actually think Google chooses who is at the top based on the quality of the business. Many others assume that if you are at the top you must have a well oiled machine and therefore is safe to trust their hard earned dollars with. So if you are not at the top of the search results you simply miss out. People are starting their search with Attorney near me then adding their specific need like Immigration Lawyer, or Divorce Attorney, or Family Law Attorney, Estate Planning Attorney, Real Estate Lawyer and so on day in and day out so if you are not there you competition is getting those calls.
Google is moving more and more to a location based search so optimizing your site to include all of the areas you service is absolutely vital. Google has also become far more technical but that actually gives us opportunities to rank that we did not have before. We simply could not fit all the surrounding cities in your title tags and meta descriptions. Schema data allows us to optimize for as many cities as we want.