The Director of Local SEO & LSA will serve as the strategic leader driving Rankings.io’s local visibility across all client accounts — blending deep expertise in Local SEO with advanced knowledge of Google Local Services Ads (LSA) to help law firms dominate local search results and generate high-quality leads.
This role will lead the development and execution of local strategies that integrate organic and paid visibility, scaling processes, mentoring a high-performing team, and ensuring every client experiences measurable growth in both traffic and lead generation.
At Rankings.io, we help law firms own their market through technical excellence, local dominance, and campaigns that convert. The Director of Local SEO & LSA will set the vision for local optimization across the agency, building the frameworks, tools, and culture that sustain performance and innovation at scale.
Responsibilities
Leadership & Strategy- Develop and execute a comprehensive Local SEO + LSA strategy aligned with Rankings.io’s broader client growth objectives.
- Lead, mentor, and grow the Local SEO team — including managers, specialists, and coordinators — fostering a culture of innovation, performance, and accountability.
- Serve as a senior advisor to clients and internal stakeholders on complex local visibility challenges, balancing both paid and organic strategies.
- Partner with the VP of SEO and executive leadership to define department KPIs, establish service-level standards, and forecast staffing and resource needs.
- Oversee all Local SEO and LSA accounts, ensuring clients experience measurable ranking improvements, increased traffic, and lead volume growth.
- Build and maintain executive-level relationships with clients, identifying opportunities for retention, upsell, and cross-channel growth.
- Develop data-driven performance reports showcasing ROI, CPL (Cost per Lead), and attribution insights from both organic and paid local channels.
- Troubleshoot and resolve complex local visibility issues, including LSA verification, account setup, and ad eligibility.
- Stay at the forefront of Local SEO and LSA trends, Google Business Profile updates, LSA verification changes, and emerging AI tools that enhance local performance.
- Test and implement new strategies that integrate Local SEO and LSA campaigns for maximum lead capture and conversion.
- Oversee collaboration between Local SEO, Paid Media, Content, and Account Strategy departments to deliver unified client results.
- Ensure compliance with Google guidelines, ad policies, and ethical data practices.
- Develop scalable frameworks for local listing management, citation auditing, multi-location optimization, and LSA campaign workflows.
- Standardize QA processes for GBP optimization, ad approvals, and lead tracking accuracy.
- Monitor team performance, productivity, and profitability; implement professional development plans and performance reviews.
- Evaluate and manage tools such as BrightLocal, Whitespark, Semrush, Ahrefs, Google Ads, and LSA management dashboards.
Requirements
- 10+ years of professional SEO experience, including 5+ years in senior leadership or agency management roles.
- Proven success leading Local SEO and Google LSA initiatives with measurable growth in rankings, leads, and ROI.
- Deep understanding of: Google Business Profile optimization, LSA setup, verification, dispute resolution, and performance optimization, Local schema markup, citation strategies, and AI-driven optimization tools
- Hands-on experience managing and optimizing Yelp business profiles, including reputation management, review strategy, and leveraging Yelp Ads for local lead generation.
- Experience managing tools like BrightLocal, Whitespark, Google Ads, Semrush, Ahrefs, and CallRail.
- Strong leadership, communication, and analytical skills with a strategic, data-driven mindset.
- Agency experience strongly preferred; legal or professional services industry experience a plus.
Benefits
- Starting from $120k; pay commensurate with experience
- Work remotely from home
- Unlimited PTO
- 3% match Simple IRA
- 100% health insurance (including fully employer-funded coverage)
- $700 Quarterly Training Stipend for Professional Development
Top Skills
What We Do
There are thousands of “SEO experts” and most give you zero accountability.
You’ve never worked with an SEO partner like us. We help elite personal injury law firms dominate first page rankings through search engine optimization.
The personal injury space is absolutely saturated and if we’re being honest, most of our competitors deliver only the sizzle and never the steak.
We can’t promise you that we’re the cheapest option available, but we can promise that no agency has a more experienced staff…or better results.
“The retainer I pay – without any hesitation – is the best ROI of any marketing dollar I spend. It’s the most cost effective way to get good, qualified cases.” ~ Stewart J. Guss, Attorney at Law
Delivering exceptional service and aggressive growth means limiting who we work with. Our clients are our partners: we implement quickly, communicate openly, and invest seriously to dominate the first page.
SEO is an investment; so is law school and studying for the bar. Many clients see a return on investment in as little as six months
When you’re thinking of hiring an SEO agency, you’re looking for who can produce results, execute at the highest level, and most importantly:
Deliver proof, not promises. Our clients rank for keywords like:
⚖️ “Houston Car Accident Lawyer” (Stewart J. Guss, Esq.)
⚖️ “Philadelphia Car Accident Lawyer” (Gabriel Levin, Esq.)
⚖️ “Chicago Car Accident Lawyer” (Dave Abels, Esq.)
We’ve even had a client rank on the first page nationwide for “Car Accident Lawyer.”
The best in the industry trust us to deliver the rankings, traffic, and cases other firms can’t.
Accountability starts at the top. Most agencies hide behind excuses and jargon. They take your money, work hard for a month, then coast.
You deserve better; that’s why we exist.
We will personally be involved in your campaign, from strategy to execution. We invite you to hold us accountable – starting right now.
Let's Talk.
