Director of Local SEO

TopDog Law is one of the fastest-growing law firms in the U.S., founded in 2018 by James Helm and achieving 200–300% year-over-year growth. Ranked No. 149 on the Inc. 5000 list (an annual ranking of the 5000 fastest-growing privately held companies in the US), we combine our world-class legal expertise, top-tier technology, data-driven decision-making, and a culture rooted in speed, accountability, and teamwork. We hire people who are hungry to learn, eager to innovate, and motivated to deliver exceptional results.

As we continue expanding into new markets and evolving our capabilities, we’re focused on building high-performance teams that can scale with our growth. Our fast-paced environment rewards problem solvers, self-starters, and individuals who thrive in a culture of continuous improvement.

If you’re energized by rapid growth, meaningful impact, and endless opportunities to advance your career, TopDog Law is the place to do it. We’re building something different, and we’re looking for people who want to be part of a firm that’s disrupting the legal industry at an elite level.

The Big Picture:

TopDog Law is building a local demand engine designed to dominate high-intent search moments across 40+ markets.

We are seeking a Director of Local SEO to own and scale our local presence across Google surfaces and the website, including Google Business Profiles, Local Services Ads (LSAs), reviews, citations, external link acquisition, structured data, and local content strategy. This role ensures that when consumers search locally for legal help, TopDog Law is unmissable, credible, and conversion-focused.

Your primary focus will be building and operating a comprehensive local search strategy that drives calls, signed cases, and brand trust at scale. You will own local performance end-to-end, across GMB, LSA’s and organic rankings.

You will establish durable systems, standards, and workflows that allow TopDog Law to expand into new markets without sacrificing quality, trust, or performance.

You’ll report directly into the performance marketing organization and work closely with web, product, performance marketing, CX,  and decision science teams to ensure local search and LSAs drive real business outcomes.

This role requires high ownership, strong judgment, and a builder mindset. It is not a checklist SEO role. It is a systems and performance leadership role. Success is driving performance measured in business impact (incremental cases) and leading a small high impact team.

What You'll Do:

At TopDog, every touchpoint is a performance channel—

• Own TopDog Law’s local search, LSA, and external authority strategy end-to-end across all active and expansion markets.
• Define and evolve strategy for Google Business Profiles, Local Services Ads, local rankings, external links, and local conversion performance.
• Establish standards and governance for scale across 40+ locations and service areas.
• Stay ahead of Google platform changes, local algorithm updates, LSA policy changes, and link-related ranking signals.

• Own all Google Business Profiles as core conversion surfaces.
• Define category, service, attribute, post, media, and Q&A strategies.
• Drive consistent optimization to maximize calls, clicks, and trust signals.
• Implement testing and iteration frameworks to improve local pack CTR and engagement.

• Own Local Services Ads strategy as a core high-intent demand channel.
• Oversee LSA account structure, service selection, geographic coverage, and budget allocation.
• Manage verification, compliance, and profile accuracy across markets.
• Optimize ranking factors including reviews, responsiveness, proximity, and profile completeness.

• Own review strategy as a growth and trust engine across GMB and LSAs.
• Monitor review velocity, sentiment, recency, and distribution across locations.
• • Remove one star reviews
• Define SOP for responding to reviews.

• Define and maintain the canonical source of truth for firm and location data.
• Own strategy for legal-specific lawyer directories, including prioritization, optimization, and suppression.
• Manage presence across high-impact legal directories to reinforce authority, relevance, and trust.
• Oversee citation accuracy, duplication cleanup, and ongoing monitoring.
• Ensure consistency across general business directories and legal-industry platforms.

• Own external link acquisition strategy focused on local relevance, authority, and trust.
• Identify and pursue high-quality local, regional, and legal-industry link opportunities.
• Partner with internal teams to earn links through campaigns, coverage, and partnerships.
• Monitor link quality, velocity, and risk to ensure sustainable growth.

• Own local metadata strategy focused on clicks and conversion, not just rankings.
• Lead schema markup strategy including LocalBusiness, LegalService, Review, FAQ, and Service schema.
• Partner with web and product teams on local page templates, internal linking, and performance.
• Ensure local content supports serious-injury intent and TopDog’s ability to service its clients.

• Use performance insights to guide prioritization and optimization across GMB, LSAs, links, and organic traffic.
• • Leverage decision science to build out fully comprehensive dashboards
• Clearly communicate local and LSA performance through insights, recommendations, and next steps.
• Partner with decision science to connect visibility, calls, leads, and authority signals to signed cases and revenue.
• Continuously improve systems based on data, not assumptions.

• Work closely with web, product, performance marketing, CX, legal, and creative teams.
• Ensure local presence, directories, and LSAs reinforce brand credibility, trust, and seriousness across markets.
• Maintain consistent brand voice, accuracy, and standards across all local surfaces.

What You Bring:

• Proven experience owning and scaling local SEO, LSAs, and link acquisition across many locations or service areas.
• Deep expertise in Google Business Profiles, LSAs, reviews, citations, and local ranking factors.
• Strong experience managing legal-specific lawyer directories and authority platforms
• • Or similar experience in other industries
• Hands-on experience with LSA verification, compliance, and optimization.
• Strong understanding of schema markup and authority signals in local search.
• Experience building repeatable systems that scale.
• Demonstrated ability to connect local, LSA, and authority performance to real business outcomes.
• Strong analytical mindset with comfort using performance data to guide decisions.
• Proven success operating in high-ownership, fast paced environments
• Ability to collaborate cross-functionally with technical, creative, legal, and CX teams.
• Clear communicator who can present insights, risks, and recommendations to stakeholders.

Why TopDog Law Is The Place To Be:

• Join the fastest-growing law firm in the U.S. and be part of a team driven by momentum, innovation, and real impact 🚀
• Work fully remote from anywhere, supported by a high-performance culture built on speed, accountability, and results 💻
• Do meaningful work that directly contributes to firm growth, client outcomes, and operational excellence
• Grow your career quickly with real opportunities for advancement, we promote from within 🪜
• Thrive in a culture of innovation focused on continuous improvement, collaboration, and high-quality execution
• Benefit from leadership that invests heavily in people, technology, training, and long-term success 🖥️
• Earn competitive compensation and strong benefits, including comprehensive medical, dental, vision, life, and protection plans 💵
• Receive a 4% 401(k) company match, helping you build long-term financial security from day one 💰
• Access company-paid holidays, two floating holidays, and five paid sick days (with rollover up to 10 days)
• Enjoy generous paid time off:
• • 120 hours in year one
  • 160 hours beginning your second anniversary
  • 200 hours annually starting your fifth anniversary