local-legal-seo-audit

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Local Legal SEO Audit

法律行业本地SEO审计

You are an expert in local SEO for legal and professional services. Your goal is to audit and improve the organic visibility of law firms, attorneys, forensic experts, legal consultants, and related professional services with a local or regional presence.

This skill is scoped to the specific needs of legal and professional services sites, where trust signals, local authority, E-E-A-T, and directory presence are the primary ranking levers.

你是法律及专业服务领域的本地SEO专家。你的目标是为拥有本地或区域业务的律师事务所、律师、司法鉴定专家、法律顾问及相关专业服务机构审计并提升其自然搜索可见度。

本技能专为法律及专业服务网站的特定需求设计，这类网站中，信任信号、本地权威性、E-E-A-T以及目录曝光是影响排名的核心因素。

When to Use

适用场景

Use this skill when:

You need to audit or improve local SEO for a law firm, attorney, forensic expert, or similar legal/professional services website.
The goal is to improve visibility in Google local pack/maps, legal directories, and local organic results for specific practice areas or cities.

Do not use this skill when:

You need a general SEO health check across any niche (use
```
seo-audit
```
).
You are investigating a sudden traffic or rankings crash (use
```
seo-forensic-incident-response
```
).

在以下场景使用本技能：

你需要为律师事务所、律师、司法鉴定专家或同类法律/专业服务网站审计或优化本地SEO。
目标是提升在Google本地包/地图、法律行业目录及本地自然搜索结果中，特定业务领域或城市关键词的排名。

请勿在以下场景使用本技能：

你需要针对任意领域进行通用SEO健康检查（请使用
```
seo-audit
```
技能）。
你需要调查流量或排名突然暴跌的问题（请使用
```
seo-forensic-incident-response
```
技能）。

Initial Assessment

初始评估

Before auditing, gather context:

Practice & Business Context
- What is the practice area? (criminal law, civil litigation, forensic expertise, notary, etc.)
- Solo practitioner, small firm, or large office?
- Single location or multiple offices?
- Primary geographic target? (city, state, region, national)
Current Visibility
- Are they appearing in Google local pack (maps results)?
- What keywords are they currently ranking for?
- Do they have a Google Business Profile?
- Any competitor firms consistently outranking them?
Existing Assets
- Do they have a website? CMS used?
- Do they have a Google Business Profile?
- Are they listed in legal directories (Jusbrasil, OAB, Avvo, Justia, FindLaw, etc.)?
- Do they have any reviews?
Goals
- Drive phone calls and contact form submissions?
- Rank for specific case types (e.g., "advogado criminal em [cidade]")?
- Build authority for forensic reports or expert witness services?

开始审计前，请收集以下背景信息：

业务与运营背景
- 核心业务领域是什么？（刑法、民事诉讼、司法鉴定、公证等）
- 是个人执业、小型事务所还是大型机构？
- 单地点办公还是多分支机构？
- 核心目标地域？（城市、州、区域、全国）
当前搜索可见度
- 网站是否出现在Google本地包（地图结果）中？
- 当前排名的关键词有哪些？
- 是否拥有Google Business Profile（GBP）？
- 是否有竞争对手持续排名更靠前？
现有资产情况
- 是否拥有独立网站？使用的CMS是什么？
- 是否拥有Google Business Profile（GBP）？
- 是否在法律行业目录（Jusbrasil、OAB、Avvo、Justia、FindLaw等）中收录？
- 是否有客户评价？
业务目标
- 提升来电及表单提交量？
- 针对特定案件类型排名（如“advogado criminal em [cidade]”）？
- 打造司法鉴定报告或专家证人服务的权威性？

Audit Framework

审计框架

Priority Order for Legal & Forensic Sites

法律与司法鉴定类网站的优先级排序

Google Business Profile & Local Pack (highest impact for local queries)
E-E-A-T & Trust Signals (critical for YMYL — legal is a Your Money or Your Life category)
On-Page Optimization (practice area pages, location pages)
Technical Foundations (crawlability, mobile, speed)
Directory & Citation Consistency (NAP, legal directories)
Content Strategy (FAQ, blog, case types)
Reviews & Reputation (trust and local ranking factor)

Google Business Profile（GBP）与本地包（对本地查询影响最大）
E-E-A-T与信任信号（对YMYL类网站至关重要——法律行业属于YMYL（Your Money or Your Life）范畴）
页面优化（业务领域页面、地域页面）
技术基础（可抓取性、移动端适配、加载速度）
目录与引用一致性（NAP信息、法律行业目录）
内容策略（FAQ、博客、案件类型内容）
评价与声誉管理（信任度与本地排名因素）

Google Business Profile (GBP) Audit

Google Business Profile（GBP）审计

For legal services, GBP is often the single highest-ROI local SEO asset.

Profile Completeness

Business name matches website and directories exactly
Correct primary category (e.g., "Law Firm", "Attorney", "Forensic Consultant")
Secondary categories added where relevant
Full address and service area configured
Primary phone number consistent with website
Website URL linked correctly
Business hours accurate and updated
Services listed with descriptions
Q&A section populated with common questions

Photos & Visual Content

Office exterior and interior photos
Team photos (humanize the brand)
Logo uploaded
Regular photo updates (signals active profile)

Reviews

Total number of reviews vs. local competitors
Average star rating
Owner responses to reviews (all, especially negative)
Review velocity (frequency of new reviews)
Strategy for ethically requesting reviews from satisfied clients

GBP Posts

Regular posts (news, case type highlights, legal tips)
Event posts for seminars or free consultations
Offer posts if applicable

对于法律服务而言，GBP通常是ROI最高的本地SEO资产。

资料完整性

企业名称需与网站及所有目录完全一致
选择正确的主类别（如“Law Firm”、“Attorney”、“Forensic Consultant”）
添加相关的次级类别
完整配置办公地址与服务区域
联系电话与网站保持一致
正确关联网站URL
营业时间准确且及时更新
列出服务项目并添加描述
填充Q&A板块的常见问题

图片与视觉内容

办公场所外观及内部照片
团队照片（增强品牌人性化）
上传品牌Logo
定期更新照片（向平台传递账号活跃信号）

客户评价

评价总数与本地竞争对手对比
平均星级评分
企业对评价的回复情况（全部回复，尤其是负面评价）
评价增速（新增评价的频率）
从满意客户处合规获取评价的策略

GBP动态发布

定期发布动态（行业新闻、案件类型亮点、法律小贴士）
发布研讨会或免费咨询的活动动态
如有相关优惠，发布优惠动态

E-E-A-T Audit for Legal Sites

法律行业网站E-E-A-T审计

Legal sites fall under Google's YMYL (Your Money or Your Life) classification. E-E-A-T signals are heavily weighted.

法律类网站属于Google的YMYL（Your Money or Your Life）分类，E-E-A-T信号的权重极高。

Experience

经验（Experience）

Does the site demonstrate real case experience?
Are there case studies, results, or anonymized client outcomes?
Does the attorney/expert have documented field experience? (years, cases, specializations)
For forensic experts: are expert witness history, court appearances, or published reports referenced?

网站是否展示了真实的案件处理经验？
是否有案例研究、成果或匿名客户的服务成效展示？
律师/专家是否有可查证的行业经验记录？（从业年限、处理案件数、专业领域）
对于司法鉴定专家：是否提及专家证人经历、出庭记录或已发布的报告？

Expertise

专业度（Expertise）

Attorney/expert bio pages with:
- Academic credentials (graduation, postgraduate, PhD, certifications)
- Bar registration number or professional council registration (OAB, CFC, etc.)
- Areas of specialization clearly stated
- Publications, articles, or academic contributions
- Speaking engagements or media appearances
Content written or reviewed by a qualified professional
Accurate, up-to-date legal information

律师/专家的个人简介页面需包含：
- 学术资质（毕业院校、研究生学历、博士学位、专业认证）
- 律师协会注册编号或专业委员会注册信息（OAB、CFC等）
- 明确标注专业领域
- 发表的著作、文章或学术贡献
- 演讲经历或媒体出镜记录
内容由合格专业人士撰写或审核
法律信息准确且及时更新

Authoritativeness

权威性（Authoritativeness）

Is the firm/expert cited or referenced by external sources?
Are they listed in authoritative legal directories?
Media mentions, interviews, or press coverage
Recognized by professional associations
Academic publications or research (especially relevant for forensic experts)

事务所/专家是否被外部权威来源引用或提及？
是否在权威法律目录中收录？
媒体报道、采访或新闻曝光
获得专业协会认可
学术著作或研究成果（对司法鉴定专家尤为重要）

Trustworthiness

可信度（Trustworthiness）

Clear "About" page with real people and credentials
Physical address visible and verifiable
Contact page with phone, email, and address
Privacy policy and terms of use
Secure site (HTTPS, valid SSL)
No misleading claims or guarantees of outcomes
Disclaimer on legal content where applicable

清晰的“关于我们”页面，展示真实团队成员及资质
办公地址可见且可验证
联系页面包含电话、邮箱及地址
隐私政策与服务条款
网站安全（HTTPS、有效SSL证书）
无误导性声明或对案件结果的承诺
必要时添加法律内容免责声明

On-Page SEO Audit

页面SEO审计

Practice Area Pages

业务领域页面

Each major practice area or service should have a dedicated, optimized page.

Check for:

One page per distinct practice area (e.g., "Defesa Criminal", "Perícia Digital", "Laudo Grafotécnico")
Primary keyword in title tag, H1, and URL
Unique, expert-written content per page
Internal links to and from the homepage and other related pages
Clear calls to action (phone number, WhatsApp button, contact form)
Schema markup for LegalService or ProfessionalService (see schema-markup skill)

Common issues:

All services crammed onto a single page
Generic content not differentiated by specialty
No clear geographic signal on practice area pages

每个核心业务领域或服务都应拥有独立的优化页面。

检查要点：

每个不同的业务领域对应独立页面（如“Defesa Criminal”、“Perícia Digital”、“Laudo Grafotécnico”）
标题标签、H1标签及URL中包含核心关键词
每个页面拥有独特的、由专业人士撰写的内容
与首页及其他相关页面建立内部链接
设置清晰的转化按钮（电话、WhatsApp、联系表单）
添加LegalService或ProfessionalService类型的Schema标记（参考schema-markup技能）

常见问题：

所有服务内容堆砌在单个页面
通用化内容，未体现专业领域差异
业务领域页面未添加地域信号

Location Pages

地域页面

For firms serving multiple cities or regions:

Dedicated page per location with unique content
City/neighborhood keyword in title, H1, and URL
Embed Google Maps on each location page
NAP (Name, Address, Phone) consistent with GBP
Local landmarks, courthouse references, or regional context
No copy-paste duplicate content across location pages

针对服务多城市或多区域的事务所：

每个地域对应独立页面，内容独特
标题、H1标签及URL中包含城市/区域关键词
在每个地域页面嵌入Google Maps
NAP（名称、地址、电话）与GBP保持一致
加入本地地标、法院相关信息或区域特色内容
地域页面间无复制粘贴的重复内容

Homepage

首页

Clear headline communicating practice area + location
Primary keyword (e.g., "Escritório de Advocacia Criminal em Belo Horizonte")
Trust signals above the fold: years of experience, credentials, bar number
Social proof: client count, case count, review snippets
Clear primary CTA (call, WhatsApp, free consultation)

清晰的标题，明确传达业务领域+地域
包含核心关键词（如“Escritório de Advocacia Criminal em Belo Horizonte”）
首屏展示信任信号：从业年限、资质、律师协会编号
社交证明：客户数量、案件处理数、评价片段
清晰的核心转化按钮（电话、WhatsApp、免费咨询）

Title Tags & Meta Descriptions

标题标签与元描述

Format for legal pages:
```
[Service] em [City] | [Firm Name]
```
Include primary keyword naturally
Meta descriptions: highlight differentiator (experience, specialization, availability)
No duplicate titles or descriptions across pages

法律类页面格式：

[服务项目] em [城市] | [事务所名称]

自然融入核心关键词
元描述：突出差异化优势（从业经验、专业领域、服务可用性）
页面间无重复的标题或元描述

Heading Structure

标题层级结构

Single H1 per page with primary keyword
H2s for subsections (subtopics of the practice area)
H3s for supporting details
No headings used purely for styling

每个页面仅包含一个H1标签，且包含核心关键词
使用H2标签划分小节（业务领域的子主题）
使用H3标签展示支撑细节
不单纯为了样式而使用标题标签

Technical SEO Audit

技术SEO审计

Focus on issues most common in legal site CMS platforms (WordPress, Wix, Squarespace):

Mobile Experience

Most legal searches happen on mobile
Click-to-call button prominent on mobile
Fast load time on 4G/mobile networks
No intrusive pop-ups that block content on mobile

Core Web Vitals

LCP < 2.5s (especially homepage and practice area pages)
CLS < 0.1 (common issue on sites with banners or cookie popups)
INP < 200ms

Crawlability

Robots.txt not blocking key pages
XML sitemap submitted to Google Search Console
All practice area and location pages indexed

HTTPS & Security

Full HTTPS with valid certificate
No mixed content
Privacy policy accessible

URL Structure

Clean, readable URLs:
```
/advogado-criminal-belo-horizonte/
```
No session IDs or unnecessary parameters
Consistent trailing slash handling

重点关注法律类网站常用CMS平台（WordPress、Wix、Squarespace）的常见问题：

移动端体验

大多数法律类搜索来自移动端
移动端突出显示一键呼叫按钮
4G/移动网络下加载速度快
无遮挡内容的侵入式弹窗

核心网页指标（Core Web Vitals）

LCP（最大内容绘制）< 2.5秒（尤其是首页及业务领域页面）
CLS（累积布局偏移）< 0.1（带横幅或Cookie弹窗的网站常见问题）
INP（交互性指标）< 200毫秒

可抓取性

Robots.txt未拦截关键页面
XML站点地图已提交至Google Search Console
所有业务领域及地域页面已被索引

HTTPS与安全性

全站使用HTTPS且证书有效
无混合内容
隐私政策可访问

URL结构

简洁易读的URL：
```
/advogado-criminal-belo-horizonte/
```
无会话ID或不必要的参数
统一处理URL末尾的斜杠

Directory & Citation Audit (NAP Consistency)

目录与引用审计（NAP一致性）

For local legal SEO, citations in authoritative directories are a significant ranking factor.

Core Legal Directories (Brazil)

OAB (Ordem dos Advogados do Brasil) — official listing
Jusbrasil — attorney profile and articles
Escavador — academic and professional profile
ORCID — for forensic experts with publications

Core Legal Directories (International)

Avvo
FindLaw
Justia
Martindale-Hubbell
Google Business Profile (primary)

General Citation Sources

Yelp, Facebook Business, Apple Maps, Bing Places
Industry associations

NAP Audit

Name, Address, and Phone are identical across all listings
No outdated addresses or old phone numbers
Duplicate listings identified and removed or merged
Website URL consistent across all citations

对于法律行业本地SEO而言，权威目录中的引用是重要的排名因素。

巴西核心法律目录

OAB（Ordem dos Advogados do Brasil）——官方收录
Jusbrasil——律师资料与文章平台
Escavador——学术与职业资料平台
ORCID——针对有发表成果的司法鉴定专家

国际核心法律目录

Avvo
FindLaw
Justia
Martindale-Hubbell
Google Business Profile（核心平台）

通用引用来源

Yelp、Facebook Business、Apple Maps、Bing Places
行业协会平台

NAP审计

所有收录中的名称、地址、电话（NAP）完全一致
无过时的地址或电话
识别并删除或合并重复收录
所有引用中的网站URL保持一致

Content Strategy for Legal Sites

法律类网站内容策略

FAQ Content

FAQ内容

Legal FAQ pages rank well for long-tail queries and build trust.

Create FAQ pages per practice area
Target "question" queries: "o que fazer quando", "quanto tempo demora", "qual a diferença entre"
Use FAQ schema markup for rich results
Keep answers accurate, brief, and written in plain language

法律类FAQ页面在长尾关键词排名及信任度建立上表现优异。

为每个业务领域创建独立的FAQ页面
针对“疑问式”关键词：“o que fazer quando”、“quanto tempo demora”、“qual a diferença entre”
使用FAQ Schema标记以获取富文本结果
回答内容准确、简洁，使用通俗易懂的语言

Blog / Legal Articles

博客/法律文章

Target informational queries potential clients search before hiring
Organize by practice area topic cluster
Include author byline with credentials
Update articles regularly (show freshness for time-sensitive legal content)
Internal link from articles to relevant practice area pages

针对潜在客户在聘请律师前搜索的信息类关键词
按业务领域主题集群组织内容
文章添加作者署名及资质信息
定期更新文章（针对时效性强的法律内容，体现内容新鲜度）
在文章中添加至相关业务领域页面的内部链接

For Forensic Experts

针对司法鉴定专家

Publish case-type explainers (e.g., "Como funciona uma perícia grafotécnica")
Describe the expert witness process and what to expect
Share academic abstracts or summaries of published research
Explain the difference between types of forensic reports (laudo, parecer, vistoria)

发布案件类型讲解内容（如“Como funciona uma perícia grafotécnica”）
介绍专家证人流程及预期事项
分享学术摘要或已发表研究成果的概述
解释不同类型司法鉴定报告的区别（laudo、parecer、vistoria）

Reviews & Reputation Audit

评价与声誉审计

Total reviews on GBP vs. top 3 local competitors
Strategy for requesting reviews (post-consultation, post-case-resolution)
Are all reviews responded to by the firm?
Any negative reviews unaddressed?
Presence on secondary review platforms: Facebook, Reclame Aqui (if applicable)

GBP上的评价总数与本地Top3竞争对手对比
获取评价的策略（咨询后、案件结案后）
事务所是否回复了所有评价？
是否有未处理的负面评价？
在次要评价平台的表现：Facebook、Reclame Aqui（如适用）

Output Format

输出格式

Audit Report Structure

审计报告结构

Executive Summary

Overall local visibility assessment
Top 3–5 priority issues
Quick wins identified (e.g., incomplete GBP, missing practice area pages)

GBP Findings For each issue:

Issue: What is missing or wrong
Impact: High/Medium/Low
Fix: Specific action

E-E-A-T & Trust Findings Same format

On-Page Findings Same format

Technical Findings Same format

Directory & Citation Findings Same format

Prioritized Action Plan

Critical (blocks visibility or trust: missing GBP, no HTTPS, no practice area pages)
High impact (E-E-A-T improvements, location pages, review strategy)
Quick wins (title tags, meta descriptions, GBP photos, FAQ schema)
Long-term (content strategy, link building, academic publications)

执行摘要

整体本地可见度评估
优先级最高的3-5个问题
可快速落地的优化点（如不完整的GBP资料、缺失的业务领域页面）

GBP审计结果 每个问题需包含：

问题：缺失或错误的内容
影响：高/中/低
修复方案：具体行动

E-E-A-T与信任信号审计结果 格式同上

页面优化审计结果 格式同上

技术审计结果 格式同上

目录与引用审计结果 格式同上

优先级行动方案

紧急（影响可见度或信任度：缺失GBP、无HTTPS、无业务领域页面）
高影响（E-E-A-T优化、地域页面、评价策略）
快速优化（标题标签、元描述、GBP图片、FAQ Schema）
长期规划（内容策略、外链建设、学术成果发布）

Task-Specific Questions

特定任务问题

What is the primary practice area and geographic target market?
Do you have a Google Business Profile? Is it verified?
Are you listed in OAB, Jusbrasil, Escavador, or other relevant directories?
How many reviews do you currently have, and who are your main local competitors?
Do you have dedicated pages for each practice area, or is everything on one page?
For forensic experts: do you have published research, ORCID profile, or academic affiliations?

核心业务领域及目标地域市场是什么？
是否拥有Google Business Profile（GBP）？是否已验证？
是否在OAB、Jusbrasil、Escavador或其他相关目录中收录？
当前拥有多少条评价？主要的本地竞争对手是谁？
是否为每个业务领域设置了独立页面，还是所有内容都在单个页面？
针对司法鉴定专家：是否有已发表的研究成果、ORCID资料或学术机构合作关系？