Local SEO allows you to target your online advertising to people in your geographic area.
If you work with clients in your area, this is an important aspect of optimizing your search engines’ content.
Focusing on local SEO just makes sense, and one of the best ways to do this is through Google My Business. Below is an example of Local Search results or the “local pack” as we commonly refer to it as. T
The Three Search Factors
To get the best results from local SEO, you need to consider the three factors that the Google search engine focuses on when displaying local search results. According to LinkedIn, these search factors include:
Location applies to your physical location. You need to highlight this in your advertising and throughout your marketing materials, including your website.
Relevance is how what you offer matches what the searcher is looking for. You build relevance by targeting specific keywords. For example, if you are a criminal lawyer, you may use keywords to target specific cases you want to take on, such as DUI defense or felony defense.
Authority is how well you come across as an expert or knowledgeable source on your specific topic of interest. You can show authority through publishing content on a blog or linking to other high-authority sources, such as government websites.
One of the best tricks for local SEO for lawyers is to use Google My Business. This service allows you to target all three of these search factors to help get you at the top of the search engine results.
A Look at Google My Business
Google My Business or GMB is a free service ran by the top search engine in the world. It provides you with a listing where you can offer information about your business, links to your website, and publish content. It also helps you define your search criteria so that you can appear in searches from people who may need your services.
There are zero reasons for you not to use GMB, but there are many reasons why you should use it.
Get in the 3-Pack Panel
One of the top reasons for using GMB is the 3-pack. According to Search Engine Watch, the 3-pack is the box that appears at the top of a local search that shows a list of businesses. It also is the perfect tool for Google Maps optimization for lawyers because it shows your business on the map right in the search results.
Businesses that get into this box have greater returns from local searches. People are highly likely to click on these results.
However, if you click on a business in that list, it brings up a pane on your screen’s right side, showing that business’s information. This information is your GMB listing. If you fail to complete it and manage it, then it won’t provide good information to the searcher, and you could lose his or her business.
Another important reason to use GMB is that people are more likely to think of you as a professional and credible business when you have a completed listing. The listing can provide them with so much information.
You can add photos, links, reviews, and blog posts to your listing. The listing also gives a concise look at your business location and hours of operation. It provides your contact information and quick access to other important information so that a person does not have to look elsewhere.
Polish Your GMB Listing
Your GMB listing likely exists already, but until you claim it, it won’t do work for you when it comes to local SEO. You need to claim it and verify it with Google.
Once you have access to your listing, you need to do some Google My Business optimization. You will do this by checking any existing information and adding additional information. It is essential to make sure that your business name, address, and phone number are correct. These must match exactly to what you use elsewhere, such as on your website.
Also, be sure to select the correct category for your business and ensure that your business URL is accurate. You can then write the description. Ensure it is full of keywords and provides a complete idea of your business and what you do.
The next step is to add photos. Photos can greatly improve your GMB results. You want to use photos to cast your business in a positive light. Try posting images that include all attorneys’ pictures in your practice and the outside and inside of your building. Your images must be of high quality with good lighting and focus.
Finally, you want to encourage people to leave a review on your listing. You can ask for the review as a standard part of closing a case with a client. Reviews can help boost your listing credibility and give people something to trust in when choosing to do business with you.
Boost Your Visibility with Google Posts
Another aspect of GMB that you want to use is Google Posts. Within your GMB account, you can create blog posts. By creating posts regularly, you will keep your listing active and boost your local SEO.
Posts can be about anything related to your business. For example, you can talk about a recent case, changes at your firm, or cover topics important to your clients. You can also include a photo with them.
Local SEO for lawyers is something you must become aware of and understand. It is the single best way to boost your business and get the most from online advertising efforts. Combining your local SEO efforts with your Google My Business listing will allow you to achieve the best possible results.
If you’re looking to learn more about local SEO check out Casey’s complete guide to local SEO for law firms here.