- +171% users from GBP
- +296% GBP impressions
- +360% interactions with GBP
Google Maps is no longer just a directory for law firms—it’s a decision point. Many prospective clients never make it past the local Map Pack before choosing who to call.
For Lauren A. Leikam, PLLC, Tampa-based medical defense attorney, the challenge wasn’t expertise or reputation. It was ensuring that visibility in local search matched the firm’s authority when it mattered most.
This Local SEO case study for attorneys outlines how Lauren A. Leikam partnered with Digital Neighbor to bring structure and strategy to local search.
Turning Local Search Visibility Into Local Clients
The Challenge
For a highly specialized healthcare license defense firm, being visible in local search isn’t about brand awareness—it’s about being present at the exact moment a professional needs legal guidance. In competitive legal markets, local SEO for law firms plays a direct role in whether a prospective client finds the right attorney or moves on.
Despite strong expertise and a clear niche, Lauren A. Leikam, PLLC faced several structural challenges that limited how effectively local search could support growth.
- Limited visibility in the Google Map Pack and Google Maps for high-intent local and statewide searches.
- Inconsistent local signals across citations, listings, and website structure.
- Missed opportunities to capture urgent, location-based demand from healthcare professionals seeking legal defense.
Making Local Search Work the Way It Should
The Solution
Digital Neighbor implemented a comprehensive local search engine optimization system designed to improve visibility, authority, and engagement, while staying compliant with legal marketing standards.
We began with foundational audits, including a full Google Business Profile (GBP) listing audit, a citations and local listings review, and a website SEO and technical audit. These evaluations revealed inconsistencies and technical gaps that were limiting local performance.
From there, we focused on targeted GBP optimization, refining categories, services, and attributes, standardizing citations across key legal and local directories, and resolving technical SEO issues impacting crawlability, site performance, and local relevance.
With a strong foundation in place, we shifted focus to the website. We refined site structure and navigation to better support both local and statewide search intent, optimized core practice area pages for healthcare license defense, and strengthened internal linking between service pages, supporting content, and blogs.
Local SEO momentum was maintained through ongoing management. This included consistent GBP posts with custom graphics, regular photo and visual uploads, continuous business profile optimization, and monitoring of local performance signals. Citations and listings were routinely reviewed to ensure accuracy and trust within the local ecosystem.
To reinforce authority, we published monthly blogs focused on local and statewide keywords, answering the real questions healthcare professionals are searching for. This content strategy was paired with monthly link-building efforts, prioritizing Florida-based and locally relevant mentions whenever possible. Together, these efforts strengthened both rankings and credibility over time.
Stronger Map Pack Visibility, Higher Engagement, and Statewide Authority
The Results
By aligning Google Business Profile optimization and website content into a single, cohesive strategy, Lauren A. Leikam, PLLC achieved measurable improvements in visibility and engagement throughout 2025.
GBP impressions increased 296% year over year, reaching 6,625 total impressions. Visibility grew steadily across Google Search and Google Maps, with consistent momentum beginning mid-year and carrying through Q4, signaling sustained local relevance rather than short-term spikes.
That visibility translated directly into action.
Google Business Profile interactions increased 360%, driving 139 call clicks, 310 website clicks, and 619 direction requests. These engagements reflected high-intent users actively evaluating legal representation, reinforcing the role local search played in generating meaningful opportunities.
Traffic from Google Business Profile also rose significantly, with users from the GBP listing increasing 171% to a total of 217 users. Engagement trends closely followed impression growth, confirming that improved Map Pack presence led to higher-quality traffic, not just increased exposure.
From a rankings standpoint, the firm secured dominant placement in Google Local results, ranking #1 in the Map Pack for multiple high-value, non-branded keywords, including medical license defense attorney, medical license attorney, medical license defense, nursing license defense attorney florida, and more. At the same time, these keywords ranked strongly in traditional organic results, within the top positions statewide.
This combined Map Pack and organic visibility ensured prospective clients encountered the firm multiple times on the same results page, reinforcing trust and credibility at critical decision points. Together, the results demonstrate a Local SEO strategy built for sustained authority, engagement, and statewide impact—not short-term gains.
Conclusion
This strategy succeeded because Local SEO was treated as an interconnected system rather than a one-time checklist. Google Business Profile optimizations reinforced website authority, while the website’s structure and content supported Map Pack visibility. Consistent local signals built long-term trust with Google, and authoritative content addressed real questions from high-intent users. Ongoing management ensured gains didn’t plateau, and visibility continued to compound over time.
Built with strategy. Backed by data. Made to convert.
Want to see how Local SEO performs in another competitive legal market?
Read our case study on how we helped a Florida personal injury law firm improve visibility, engagement, and qualified lead flow through a targeted Local SEO strategy.
