Next to your own law firm website, your Google Business Profile is the most important piece of real estate on the internet for your firm. A Google Business Profile is a free tool provided by Google that allows businesses to manage their online presence across Google, including search and maps. These profiles provide a wealth of information to potential clients, including contact information, reviews, photos, and more. Google Business Profiles are essential for any law firm looking to improve their online visibility and attract more clients.
Why Google Business Profiles Matter
In today’s digital age, having a strong online presence is essential for any law firm. Consumers are increasingly turning to the internet to research products and services before making a purchase decision. According to a survey conducted by BrightLocal, an online marketing firm, 93% of consumers use the internet to find local businesses. This means that if your law firm is not easily discoverable online, you are likely missing out on potential customers.
Google Business Profiles can help solve this problem by providing a centralized location for clients and prospects to find all the information they need about your firm. Your profile can include your firm name, address, phone number, website, hours of operation, photos, and reviews. By providing accurate and up-to-date information, you can ensure that consumers can easily find and contact your business.
Not only is your Google Business Profile important to potential clients, but your listing can also impact your search rankings. When a user searches for a business on Google, the search engine uses a complex algorithm to determine which businesses to display and in what order. While there are many factors that can influence your search rankings, having a well-optimized Google Business Profile can certainly help. By providing relevant and high-quality information, you can signal to Google that your law firm is legitimate and trustworthy, which can help boost your search rankings.
By having a Google Business Profile, you can control the information that is displayed on your listing. You can also add more information to your profile, such as photos, videos, and descriptions, to help potential clients learn more about your law firm. This can be especially important for law firms that don’t have an extensive website, as your Google Business Profile can bolster your online presence.
In addition, having a Google Business Profile can improve your local search rankings. Google uses a variety of factors to determine which law firms to display in local search results, including relevance, distance, and prominence. By optimizing your Google Business Profile, you can improve your relevance and prominence, which can help you appear higher in local search results.
Best Practices for Optimizing Your Google Business Profile
Now, if everyone understands the importance of having a Google Business Profile and every law firm has one, what can you do to make your law firm listing stand out? Follow these five best practices to increase your visibility:
- Claim and verify your profile
The first step to optimizing your Google Business Profile is to claim and verify it. This ensures that you have control over the information that is displayed on your profile. To claim your profile, go to Google My Law firm and follow the instructions to verify your law firm.
- Provide accurate information
Make sure that all of the information on your Google Business Profile is accurate and up-to-date. This includes your law firm name, address, phone number, hours, and website URL. If any of this information changes, make sure to update your profile as soon as possible.
- Add photos and videos
Photos and videos can help potential clients get a better sense of what your law firm is all about. Make sure to add high-quality photos and videos that showcase your products or services. You can also add photos of your staff, your location, and anything else that might be relevant to your law firm.
- Respond to reviews
Reviews are an important part of your Google Business Profile, as they can influence whether or not someone decides to do law firm with you. Make sure to respond to all reviews, both positive and negative. This shows that you care about your clients and are willing to address any issues that might arise.
- Use relevant keywords
Make sure to use relevant keywords in your law firm name, description, and other areas of your profile. This can help improve your relevance and make it easier for potential clients to find you in local search results.
- Select pre-populated services carefully
When you create your Google Business Profile, you will be asked to select pre-populated services that are relevant to your law firm. These services can impact your rankings, so it’s important to choose them carefully. Make sure to select services that are truly relevant to your law firm, and don’t try to game the system by selecting services that aren’t relevant just to improve your rankings.
Google Business Listings are an essential tool for any law firm looking to establish an online presence and connect with potential clients. By taking the time to create and maintain an accurate and optimized listing, law firms can attract more clients, increase their online visibility, and ultimately grow their bottom line.
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
