Local SEO With A Focus On GMB
We help law firms make more money through intelligent, strategic local search engine optimization with a focus on Google My Business.
The Optimized Attorney team is intimately familiar with law firms and every practice area we service. We’ll help your firm generate more reviews, citations and backlinks to improve your local presence. Our proven techniques are designed to bring more leads and hire to your firm.
Contact us today for a free local SEO audit and opportunity report.
Two steps: (1) Complete the short form below, and (2) select a phone appointment time.
Local SEO For Law Firms
Search engine results have become hyperlocal, which means users are served up different listings based on their geographical location. The radius of these search variances have become smaller and smaller to improve the user experience. If a user searches for a local business they typically want to know where they’re located, what services are offered and if that particular location has a good reputation in the community.
Search strategies for law firms have shifted dramatically over the past 5 years and even more so in the past year. More and more people are interacting with business locations on the map in Google, and other search engines, without even visiting the business website. Websites have become much closer to irrelevant in recent time in terms of generating new business for local attorneys.
Getting your business to the top of listings in local maps, with positive reviews, has become so extremely vital not just for law firms but all local businesses. One of the top factors is to make sure your brand identity is consistent across all internet listing websites. With our proven local SEO methods we can help your law firm generate more leads through local search and provide tools necessary to track and manage ROI.
What Is Local SEO?
Since Google currently has about 90+% of the search engine market share, the bulk of our focus is on ranking your Google My Business listing in the local pack for as many relevant, high-intent keywords. We have a number of tactics to improve your rankings, including online reputation management, citation building & management, profile optimization and posting.
We partner with firms to fully build out their Google My Business profiles: properly categorize the listing, write detailed descriptions, add relevant services offered, create Google website, connect messaging and appointment features, add photos & videos and much more. This is an ongoing battle, but once we have the profile fully optimized we post regularly through GMB posts to send positive signals to Google.
Business Listings And Your Law Firm’s Local SEO
We’ll work with your firm to clean up as many current citations as possible, including Yelp, AVVO, Manta, etc. Most law firms we analyze typically have a number of common errors in their name, address and phone number across business listings online. It’s important to maintain NAP consistency not only for your customers and organization but in Google’s algorithm as well.
Studies show that having all your business listings pointing to the same URL, with the same business name, phone number and address can have a positive affect on your local rankings. Aside from optimizing your profile and getting a number of positive reviews, managing and building more citations is a great way to broaden your reach and increase authority.
Our approach is more aggressive than most marketing agencies or even listing management tools. We go beyond the norm and create hundreds of business listings for your firm, which creates additional backlinks for your website. This can work to increase your domain authority and local rankings for high-intent keywords.
Local SEO VS Traditional Organic SEO
In recent years Google has refined the search experience and the fundamental aspect has become understanding the search intent of certain keywords. Not every search result shows map listings at the top. Only for search terms Google has deemed “high intent,” meaning the user is typically looking to make a purchasing decision, do results show local business listings at the top in the map.
As search engines have adapted to the intent of users, local business listings have begun to produce not only more leads than organic search, but much more high-quality leads that are a lot more likely to convert.
Not to say organic SEO is completely dead, but users are more likely to reach websites via organic search when looking for more information. We want to reach these consumers as well as part of a broader strategy, but these visitors are searching more educational key phrases and are likely more early on in the sales process.
For these reasons, we find it’s extremely important to focus the majority of our efforts to get high-quality leads looking to hire your law firm’s services right away.
Tracking & Reporting Local SEO Performance
Our reporting platform provides historical data on your Google My Business profile. We religiously track and report on GMB key metrics: Views on Google Maps, Clicks to Call, Clicks to Website, Search Terms & much more. Our API integration pulls data dating back as far as 2017 so we can see how your profile is performing year over year.
Unlike Insights in the current Google My Business listing, we’re able to provide month over month reporting to monitor progress over time. This is typically a part of our overall strategy to track leads & ROI per marketing medium. We feel this is the most vital and potentially fruitful feature of any law firm’s marketing strategy.
Let’s Get Started Growing Your Practice
Schedule a call to speak with one of our attorney marketing experts. We’ll discuss your goals and vision for your firm. By the end of the call we’ll set forth a clear plan to get you more leads and hires.
Two steps: (1) Complete the short form below, and (2) select a phone appointment time.
Local Search engine optimization is important to smaller companies which run on a regional, as opposed to a national, level. While national Search engine optimization focuses on ranking in searches throughout the country, local Search engine optimization appearing on SERPs in a specific location. This strategy depends on marketing your brand, products, and services to neighborhood leads and customers.
Optimizing your local Search engine optimization suggests more traffic, leads, and conversions because the strategy is much more relevant to your base of local customers. Think about this focused strategy as a way to assist you compete better against larger national brands which have unlimited funds to invest. By focusing on specific local-Search engine optimization to-dos, you can neutralize the advantage of bigger brands which routinely optimize for broader keywords and rely on brand recognition, instead of value propositions, to bring in traffic.
Further, 35% of all search traffic is neighborhood according to a quote in a 2017 ReviewTrackers’ study. Without local Search engine optimization, your company may be losing out on a substantial quantity of traffic.
Here are the top 10 ways you could make your neighborhood Search engine optimization effective. Note: if you’re looking for Search engine optimization tips unique to the pandemic, head to 13 Search engine optimization Strategies for SMBs Through COVID-19.
1. Create a Google My Business Account
Optimizing your Google list (aka your Business Profile) is possibly the most efficient approach to rank higher on Google Maps as well as gain visibility in Google Search local results. In order to get access to your Business Profile to make these optimizations, but you want a Google My Business account associated with that profile. When you supply all the requested info in your Google My Business account dash panel, all that info is going to be added to your Business Profile, which appears in Google Search local results, the Google Search Knowledge Panel, and Google Maps.
To optimize your Business Profile on Google, ensure that you:
Create a Google My Business account and verify ownership of the company
Provide accurate and up-to-date information
Include your logo, hours of operation, acceptable payment Procedures, the service or product you sell, and Tons of images
Encourage your customers to review your online business
Respond sincerely to client reviews
Publish posts (announcing products, events, and special offers) to your Business Profile utilizing the Google My Business dash panel.
2. Get Normal Reviews from Happy Customers
Getting your customers to write glowing reviews for your company doesn’t just optimize your Google My Business existence; it also encourages more local customers to purchase from you. BrightLocal’s 2017 Neighborhood Consumer Review Survey reveals that 85 percent of customers believe on-line reviews just just as far as personal recommendations.
Here are several tips to encourage customers to depart reviews:
- Ask for a review in person following the close of a purchase
- Send a post-purchase email or text asking clients to write a review (but only after you’ve screened them via an internal survey to ensure you’re not approaching dissatisfied customers)
- Respond to existing reviews in a pro way, thanking reviewers and addressing complaints.
3. Optimize for Voice Search
Voice search will expand rapidly in the coming years. Consequently, in local Search engine optimization, it’s vital to optimize for how folks ask questions when they talk into devices, as opposed to the way they type their searches.
Basically, your clients use more long-tail keywords when doing voice searches compared with frequent search. Due to this, you’ll have to adjust the Search engine optimization of your content to match the conversational tone of someone speaking. For instance, you’ll need to account for the traditional question starters (who, what, when, where, why and how).
It’s also crucial to consider user intent when optimizing for voice, as these searches are most often performed when the consumer needs a particular piece of info. If they’re baking and ask Alexa to convert tbsps to cups, then they’re anticipating a quick and useful answer. If a potential customer uses voice search to ask what your company’s hours are, this info should also be readily accessible
4. Create Content Based on Local News Stories or Events
There’s nothing like authoring content that connects or speaks directly to some local issue to catch your local customers’ attention.
Some plans include:
- Writing blog posts around local news stories, actions, or events
- Creating videos about local charities or causes that your business supports
- Setting up location-specific webpages on your web site with high-quality Regional content should you serve different portions of a region
Let’s say you’re a local real estate business. You may create different pages, one for each of your locations, where one can feature hyperlocal content around news events or changes in the local real-estate market. This approach could also help you get ranked for each particular location.
5. Optimize for Mobile
A 2018 Stone Temple study that looked at 2017’s cellular vs. desktop trends found that the change to cellular is occurring quicker than expected. Mobile visits to web sites grew from 57% in 2016 to 63 percent in 2017, and the entire visits to web sites from desktop shrunk from 43 percent in 2016 to just 37 percent in 2017.
Another 2017 study from Acquisio determined that traffic from local searches can be particularly rewarding, with a remarkable 75% of all cellular searches that exhibit local intent actually producing in-store, off-line visits within twenty-four hours.
This confirms that you’ve to optimize your internet site for cellular to be a player in local Search engine optimization (and, really, for good Search engine optimization period).
Here are some recommendations to achieve this!
- Ensure your web site loads rapidly (no more than 3 seconds)
- Use larger fonts which are simple to read
- Use images and copy sparingly, conveying only the info you desire (no room for filler on a mobile screen!)
- Ensure intuitive UI for great UX
6. Neighborhood Key Phrases
Your keywords should be relevant to local clients. It only makes sense, right?
Google’s own Keyword Planner lets you filter keyword searches based on location so you get an idea of the popular search terms for a given region. This lets you create a listing of locally relevant key phrases to target. Once you’ve them, they ought to make appearances in your site’s meta content, copy, and URLs.
In addition, contain mentions of region-specific landmarks and hotspots in your content. By way of example, if your regional restaurant serves dinner in downtown Seattle, add references to “dining table from the Space Needle” or “only steps from the Space Needle” on your site.
7. Utilize Location Pages or a Location-Specific “About Us” Page
Location pages are crucial if your company has a lot one or more location within a place. These pages need to Supply the following, at a minimum:
- Store hours
- Name, address, and telephone number
- Individualized descriptions
- Parking availability
- Google Maps attached to each location page
Take care when you’ve several locations, because you need to create distinctive content for every page.
In case you only have one location, making an “About Us” page that concentrates on local, relevant info is indispensable. For example, whether you’ve a florist shop, your “About Us” page is the perfect place to mention your shop’s participation in providing the blossoms for any parades in your city or town.
8. Take Advantage of Online Business Directories
Online business directories are web sites such as Yelp, Foursquare, MapQuest, and YellowPages, only to mention a few. There are various more.
Not only will getting your business name, address, and telephone number into these directories help visibility, but it’ll also increase your neighborhood Search engine optimization.
Your business listing should include the following basics:
- True business name, address, and telephone number consistent across all directories
- A backlink to your Website
- A Comprehensive description of one’s business
9. Concentrate on Link Signs (Get High-Quality Backlinks)
According to Moz’s 2017 Local Search Ranking Factors study, link signs are the first- and second-most important elements for neighborhood package (or bite pack) results and to get localized natural results, correspondingly. Link signs are back-links pointing to your site.
It’s important to get backlinks to increase your local Search engine optimization, but their quality is important.
Here are a number of tips about getting high-quality back-links!
- Create high-quality content on your Website so others need to connect to your content
- Guest blog on reputable sites with a high domain authority
- Engage with local influencers on social network or from e-mail to get them to link back to you
10. Create a Dedicated Webpage for Each Product/Service You Give
While it may be tempting to simply lump all your services or products together in one large page, resist doing this. Instead, dedicate one page to each distinctive service or product you offer.
Your local Search engine optimization juice isn’t as strong if you lump everything into one page because search engines tend not to see your brand as an authority within one specific place. This lowers your ranking possibilities.
Do you wish to rank your regional business in Google, Bing, Apple Maps, along with other regional search engines? Optimizing your Google My Business list is the cornerstone of local SEO and a great starting point, but there is more to local SEO.
Local Search engine optimization pertains to the process of optimizing your online presence to pull in more business from applicable regional searches. These searches are done on Google along with other search engines. People search for local companies using different search engines: Google, Bing, Yelp, Apple Maps, etc. Nevertheless, Google has an estimated ~87% market share. Meaning that most are using Google to look for local businesses.