Definition
Review velocity is the rate at which a law firm earns new online reviews, most importantly on its Google Business Profile. A steady, ongoing flow of genuine reviews signals an active, trusted practice to both searchers and search engines.
Why it matters for law firms
A firm with 200 reviews but none in the last year can look less active than a competitor earning a few every month. Recent reviews also affect whether people click and call. Sudden spikes of reviews can look unnatural and may trigger review filtering.
Example
A personal injury firm builds a simple follow-up step into case closing: the paralegal sends a review link after a settlement is paid. The firm moves from a handful of reviews a year to several a month.
How to improve it
- Ask every satisfied client for a review at a consistent point in the case lifecycle.
- Send a direct review link by email or text.
- Reply to every review professionally without disclosing confidential case details.
- Never buy reviews or offer incentives, which breaks Google policy and may breach bar rules.
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Local SEO for Law Firms
Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026