Whether searching for a restaurant, a retail shop, or a business to hire, most people turn to Google these days to find just what they want or need. Despite the prevalence of Google searches and the many perks of having a robust online presence, many businesses – including law firms – fail to utilize the extremely important and free tool that is Google My Business.
You can think of Google My Business as a modern day Yellow Pages. This tool is offered to all business owners and serves as an online directory within which potential customers can research and get in touch with a particular business. It houses the essential information pieces for a business, such as your law firm’s location, hours, service areas, and more. So how do you make sure you are utilizing this powerful tool to reach and appeal to potential clients? Read our tips below for five simple steps that will help you optimize your law firm’s Google My Business Listing.
Get Started on Google My Business
First, you need to set up or claim your Google My Business Listing. Even if your law firm is operating virtually, it should still have a Listing. Go to Google’s Business page, follow the prompts to get started, and complete all sections of the dashboard. Be sure to verify the Listing as this helps establish your law firm is a legitimate business.
Optimize Your Listing
Once your Listing has been set up, you should build it out properly. Following these steps will ensure appropriate and full optimization:
- Keep information up-to-date and consistent.
Make sure the business name, address, and local phone number (known as NAP) are all accurate and consistent with the information on the firm’s website. This will not only make it easier for clients to know where and how to contact you, but using inconsistent information affects Google Search and Maps rankings.
- Choose the right category.
Select the most appropriate category relevant to your law firm. While you have to choose from a list of available categories rather than create your own, you can still select a more specific category to describe your work, for example choosing “Personal injury attorney” rather than “attorney.” You can add additional relevant categories after selecting a primary one.
Selecting a more specific primary category is important because your selection will appear next to the firm name in a local search, and possibly within the “Local Box 3-Pack” (example below), quickly clarifying the type of law your firm practices for potential clients.
- Upload high-quality photos.
Regularly add firm photos to your Google My Business Listing. When applicable, include photos of attorneys under “team” and “at work.” You can also share interior photos of the law firm itself, along with video footage – including a 360-degree virtual tour. This will help your law firm stand apart from others and brings a more accurate depiction of your practice to your Listing.
- Share Posts on your listing.
Google Posts are a great way to share your law firm’s content and updates; including blog posts, events, and offers. Posts will appear within the Listing’s knowledge panel (shown below) after a Google search and help showcase your law firm’s knowledge, personality, and expertise.
- Encourage client reviews.
Ask your happy clients to leave a review on Google. Positive reviews on Google are an important ranking factor and will improve your law firm’s visibility in search results. Five-star reviews with commentary will also draw in more potential clients. Be sure to respond to all Google reviews your law firm receives, new and old, positive and negative.
Google My Business Help
Properly managing and optimizing your Google My Business Listing is a crucial piece of any digital marketing strategy because Google is the best way to get your law firm’s information in front of potential clients when they need you. If your firm hasn’t taken advantage of this opportunity, the time is now. Contact the digital marketing experts at Stacey E. Burke P.C. for more information today.
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