Director of Local SEO

What You’ll Do

In this role, you will be responsible for:

Ownership and Strategy

• 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.

Google My Business (GMB)

• 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.

Local Services Ads (LSAs)

• 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.

Reviews and Reputation Management

• 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.

Citations, Legal Directories, and Authority Signals

• 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.

External Link Acquisition and Local Authority

• 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.

Website Local SEO and Content

• 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.

Performance and Optimization

• 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.

Collaboration and Brand

• 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.

At TopDog Law, everyone is expected to think critically, communicate clearly, and take ownership of their work.

How This Role Drives the Business

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.

This role is critical to our success because it:

• Directly impacts [clients / revenue / case outcomes / team efficiency]
• Supports speed, quality, and consistency as we scale
• Helps protect and elevate the TopDog Law brand and client experience
• Strengthens the foundation needed to grow responsibly and sustainably

What Success Looks Like

Within your first 6–12 months, success in this role looks like:

• You consistently deliver on commitments with minimal oversight
• You proactively identify issues and propose solutions
• Your work raises the bar for quality, clarity, and follow-through
• You are viewed as a reliable, trusted partner by teammates and leaders
• You contribute positively to team energy, morale, and momentum

Qualifications

Required:

• 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

About TopDog Law

TopDog Law is a nationally scaling, fully-integrated, personal injury law firm built for impact, excellence, and growth. We own the client experience end-to-end, from marketing and intake through litigation, because we believe how we do the work matters just as much as what we achieve.

We are building a high-performance, high-trust, no-ego culture where talented people do meaningful work, grow quickly, and take pride in what they build together. This is not a legacy law firm. This is a rocket ship, and we’re assembling the team that will take it to the next level.

If you thrive in fast-moving environments, love taking ownership and being held accountable, and want to be part of something you can help shape, not just maintain, you’ll feel right at home here.

Our Story

TopDog Law is not your typical law firm. We believe that world-class marketing, paired with exceptional legal talent and operations, creates better experiences and outcomes for clients and the business alike.

Over the past three years, we’ve grown 2–3x year over year, setting a new standard on the marketing side of the personal injury space and proving what’s possible when strategy, speed, and execution align. Now, we’re applying that same discipline and innovation to law firm operations, case management, and execution as we scale nationally and fully integrate.

We are intentionally building the infrastructure, systems, and teams needed to scale at a national level—without sacrificing quality, culture, or accountability. This is still the early stage of that journey, which means the people who join now have a real opportunity to help shape how the firm operates for years to come.

Who Thrives Here

We don’t hire based on resumes alone. We hire for competence, character, and mindset.

You will thrive at TopDog Law if you:

Embrace Change

• You have a growth mindset and seek continuous improvement
• You welcome feedback and adapt quickly
• You ask “What’s next?” rather than “That’s not my job”

Are Committed to the Organization

• You care deeply about doing great work
• You have your teammates’ backs
• You’re here to build something meaningful and long-lasting

Bring an Upbeat, No-Ego Energy

• You show up positive, professional, and solutions-oriented
• You enjoy the work and respect the people around you
• You leave drama, negativity, and ego at the door

Take Ownership

• You do what you say you’ll do
• You follow through and communicate early when something’s off track
• You treat the business like it’s yours

Fast & Hungry

• You move with urgency and sound judgment
• You prioritize progress over perfection
• You thrive in fast-paced, high-expectation environments
• You seek feedback, stretch assignments, and more responsibility
• You’re motivated by growth, impact, and building something bigger than yourself

Why TopDog Law

• Real growth: As the firm grows, so do opportunities for advancement and leadership
• High standards, real support: Clear expectations, coaching, and accountability
• Culture that matters: Trust, respect, speed, and integrity, without sacrificing humanity
• Meaningful work: Helping people through some of the hardest moments of their lives

Ready to Build With Us?

If you’re excited by ownership, accountability, growth, and the chance to help build something exceptional from the ground up - we’d love to hear from you.

Apply today and help shape the future of TopDog Law.