Google Business Profile Optimization for Law Firms

For any local lawyer, rankings in the map pack on Google can be the most significant driver of website traffic. Local optimization is essential for any law firm wanting to promote their brand name. Our local and map optimization focuses on 2 main factors. The first is optimizing to get you found with in Google’s local map section, aka the “3 Pack”. You can claim your Google Business Profile here.

We do this with complete and relevant business listing profiles full of robust and specific content. Second we optimize your local business profiles to promote and foster consistency in search for your brand name searches. Complete profiles, accurate and current information, as well as cross platform integration is our local SEO strategy and when implemented, can significantly increase rankings, local visibility and traffic to your website.

The Importance of a Google Business Profile

A Google Business Profile “GBP” (formerly called Google My Business “GMB”) is of critical importance for a local law firm. It enhances online visibility, builds credibility, and offers convenience to clients by providing essential information. It’s a cornerstone of local SEO, fosters customer engagement, and manages online reviews effectively. Insights and analytics inform data-driven decisions, while a well-optimized profile provides a competitive edge. It’s also mobile-friendly and a cost-effective marketing tool, making it indispensable for businesses aiming to succeed locally.

A Google Business Profile ensures that your business appears prominently in Google Search and Google Maps results when potential customers search for products, services, or businesses related to your industry and location. This increased visibility can lead to more website visits, phone calls, and foot traffic.

Benefits of a Well Optimized Google Business Profile

There are many benefits to claiming your Google Business Profile, and it should be one of the first things you or your local SEO company do as part of your SEO strategy. Here is a brief guide to setting up your GBP. Here’s a concise overview of the key advantages of a well optimized Google Business Profile:

Enhanced Visibility: An optimized Google Business Profile ensures that your business stands out in local search results, Google Maps, and voice searches, increasing the likelihood of potential customers discovering your business.
Trust and Credibility: A well-maintained profile with accurate information, high-quality images, and positive customer reviews builds trust with prospective clients. They’re more likely to choose a business that appears reliable and professional.
Improved Click-Through Rates: When your profile is optimized with essential details like business hours, contact information, and firm description, it facilitates easy customer access to your services or products, boosting click-through rates to your website or direct contact.
Local SEO Boost: Optimization includes incorporating relevant keywords, categories, and attributes, which can enhance your local search engine rankings. This is critical for attracting a geographically targeted audience.
Customer Engagement: Google Business Profiles allow you to post updates, links to recent legal articles, and event announcements, enabling you to engage with your audience and keep them informed about your business’ latest developments.
Reviews & Responding to Reviews: By monitoring and responding to customer reviews, you can demonstrate your commitment to customer satisfaction and effectively manage your online reputation. Google Reviews have become a critical factor for local SEO as well as an important signal for customer interaction.
Invaluable Insights: Google provides valuable data on how users interact with your profile. These insights can help you track performance, understand customer behavior, and make informed marketing decisions.
Cost-Effective Marketing: Claiming and optimizing your Google Business Profile is FREE. It offers a cost-effective way to market your business, and quickly communicate with new and prior clients.

Consistent Inputs
Local optimization is based on consistency. We develop a clear and uniform branding message that accurately promotes your business.
Strategy Implementation
We publish your local campaign to existing local profiles, update inconsistent profiles to create unison and publish to new relevant platforms.
Cross Integration
We integrate consistent local citations & law firm profiles to create an authoritative portfolio of local presence indicators that validate your location.
Monitor & Report
Your local and organic results are integrated into your monthly optimization reporting so we can monitor and gauge the efforts in real time.

How Everest Legal Marketing Can Help You Optimize Your Listing on Google Maps

As part of a comprehensive SEO campaign, Everest Legal Marketing can help law firms with local visibility with maximizing your exposure in Google Maps by implementing best practices we’ve developed over the course of a decade.

We will:

Optimize your Google Business Profile
Create consistent business citations for your firm
Upload photos / videos
Update your law firm’s description
Make updates to your categories and sub category services regularly
Post regularly to your Google Business Profile
Assist with suspension recovery if necessary

Local SEO for Lawyers

When discussing local SEO for attorneys, your Google Business Profile should be the cornerstone of your effort, offering law firms the means to enhance their online visibility in Googles local map results, engage with customers, and provide accurate, timely and relevant information. Optimizing locally for your GBP is essential for a law firm looking to thrive in their local market.

Local Search Visibility: Google Business Profile is the primary platform through which law firms can manage their online presence on Google. When Users perform localized searches, Google uses information from Google Business Profiles to populate the “Local Pack” or “3 Pack” results, or display local businesses on Google Maps which prominently feature local businesses in a specific city or area. Having an optimized GBP increases the chances of your law firm appearing in these competitive and valuable positions.

Google Posts Can Drive Traffic to Your Website and Help You Stand Out

Google Posts, an integral feature within your Google My Profile, serves as a dynamic platform to create and share short, eye-catching posts that are prominently displayed within your business listing on Google. Contrary to popular belief, at this time Google Posts DO NOT impact your local rankings in the 3 Pack or otherwise.

However, Google Posts can significantly enhance your online presence, engage potential customers, and drive meaningful traffic to your website. Here’s a more detailed exploration of the role and benefits of Google Posts:

Diverse Content Promotion: Google Posts enable you to diversify the content you share with your audience. You can use them to highlight a variety of aspects related to your business, including recent blog posts published on your website. By featuring your latest blog content in Google Posts, you can pique the interest of users searching for information related to your industry or services.

Showcasing Achievements: Beyond blog posts, Google Posts are an ideal space to showcase your business’s accomplishments, such as new awards, accolades, or glowing testimonials from satisfied customers. These posts serve as a testament to your credibility and expertise, fostering trust among potential clients.

Boosting Website Traffic: Sharing blog posts through Google Posts is an effective strategy to drive organic traffic to your website. When users click on a post, they are directed to the respective page on your site, expanding your web presence and potentially converting visitors into clients.

Visual Engagement: Google Posts allow for the incorporation of captivating visuals, such as images and videos, alongside your content. This visual appeal can make your posts more engaging and memorable to users, increasing the likelihood that they’ll explore your website further.

Stand Out on Google: Utilizing Google Posts gives your business a competitive edge in search results. While not all law firms take advantage of this feature, those that do stand out with eye-catching posts that provide valuable information, creating a more compelling listing that entices users to click and learn more about your offerings.

Call to Action (CTA): Google Posts also offer the option to include a call to action button, allowing you to guide users toward specific actions, such as “Learn More,” or “Call Now.” This feature streamlines the user journey, making it easier for potential customers to take desired actions.

Time-Sensitive Information: Google Posts are an excellent tool for time-sensitive information. Whether it’s a recent settlement or verdict, an upcoming speaking engagement at a conference, or an awesome client testimonial, you can create posts that highlight these events, encouraging potential clients to engage promptly.

Incorporating Google Posts into your GBP strategy can enhance your online visibility, drive qualified traffic to your website, and help your firm shine in the competitive digital landscape. By regularly sharing valuable content and engaging posts, you can establish a stronger connection with your audience and make a lasting impression on potential clients searching Google for relevant content.

November 2023 Update

During the BrightonSEO conference in San Diego on Nov. 9, 2023 Greg Gifford from SearchLab revealed the results of a study he conducted in coordination with Ahrefs where he revealed some real world ranking observations over the course of a year. Greg analyzed numerous personal injury attorneys across several cities throughout the US and recorded the averages of attorneys ranking #1 in Maps, and those ranking #10. Here are some of the most interesting observations:

Distance from City Centroid: #1 ranking lawyer averaged 0.3 miles, #10 ranking lawyer averaged 0.9 miles from centroid.
Photo Count: #1 ranking lawyer averaged 101 photos, #10 ranking lawyer averaged 57 photos.
Google Posts: #1 ranking lawyer averaged 6 posts throughout the year, #10 ranking lawyer averaged 3 posts throughout the year. *Google Posts are a conversion factor, not a ranking factor (source).
Review Count: #1 ranking lawyer averaged 200 reviews, #10 ranking lawyer averaged 91 reviews.
Word Count of GBP Landing Page: #1 ranking lawyer averaged 1,500 words, #10 ranking lawyer averaged 1,200 words.

*Correlation does not = causation. These observations are of verifiable differences between high-ranking lawyers in local maps, but does not necessarily mean that these are the reasons they are ranking highly.

Key Takeaways

The importance of a well-optimized Google Business Profile (GBP), previously known as Google My Business (GMB), cannot be overstated, especially for a local law firm. A GBP serves as a fundamental tool for enhancing online visibility, establishing credibility, and providing convenience to clients by delivering essential information. It acts as a cornerstone of local SEO, fosters customer engagement, and effectively manages online reviews, all while offering invaluable insights and analytics to inform data-driven decisions. A well-optimized GBP also provides a competitive edge, ensures mobile-friendliness, and serves as a cost-effective marketing tool, making it indispensable for law firms aiming to excel in their local market.