Google My Business (or GMB) is a business listing that includes information about your law firm, similar to other directory listings, such as Yelp or Yellow Pages. But, unlike other online business listings, GMB is also a core component of local SEO. Having a well-optimized GMB listing is now vital in order to rank well locally.
GMB is constantly making updates to the powerful platform, introducing innovative new features that can help law firms make the most of their listings. Here are the top features that we recommend every law firm take advantage of:
Attributes
Including appropriate attributes in your GMB listing is one way to make your law firm really stand out. Attributes can highlight specific services that you offer and provide information about features such as available Wi-Fi or wheelchair accessibility. Attributes can even highlight if your firm is women- or veteran-led or is LGBTQ friendly, which may make your firm more attractive to some prospects.
The choice of attributes available to you will depend on what business category you select for your Business Profile, but here are some of the Attributes currently available:
- Accessibility
- Wheelchair accessible elevator
- Wheelchair accessible entrance
- Wheelchair accessible restroom
- Amenities
- Wi-Fi (Free or Paid)
- Restroom
- Unisex restroom
- Highlights
- Veteran-Led
- Women-Led
- Payments
- Cash only
- Checks
- Credit Cards (American Express, China Union Pay, Diners Club, Discover, JCB, MasterCard, VISA)
- Debit Cards
- NFC mobile payments
- Planning
- LGBTQ friendly
- Transgender safe space
Short Name
Creating a short name, or a custom name, for your Business Profile will make it easier for clients and prospects to find you.
Once you’ve added a short name, you’ll get a short URL that will be much easy to share, especially when requesting Google reviews.
VS
New shortname: g.page/ChairesLawGroup
Keep your short name simple so you can easily promote it and customers can remember it. Ideally, you should select a name that’s associated with your firm name. You might also consider including your location to make the short name more distinct. For example, you can use your business name with your location, like your city or neighborhood. Your short name can be changed 3 times per year.
Appointment URLs & Online Reservations
In addition to including a link to your homepage, Google My Business now features the ability to add a second link, known as the Appointment URL. This link can send visitors directly to the place on your site where they can schedule an appointment or register for a seminar. This is a much better user experience for your visitors, as they’ll land exactly where they need to be, rather than having to click around on your site for the right form.
GMB for your Law Firm
Having a strong digital presence will place you precisely where prospects are searching for your service. Google My Business allows your law firm’s important information to be prominently available and provides valuable impact to your local SEO efforts.
Rita Chaires
Director, Web and Online Marketing Services
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
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