Digital marketing for attorneys is one of the most difficult fields to master. There are so many platforms and ways to reach people, and the rules keep changing. What worked last year may not work this year, and what works today may be obsolete tomorrow.
An important factor in having a successful online presence is ranking high in Google Cards. Studies show that people use Google Maps & Cards to find local businesses more than any other platform, including Yelp and Facebook. In fact, one study showed that 97% of consumers use online media to find local legal services.
What is Google My Business
Google My Business is a platform that allows businesses to manage their online presence across Google’s ecosystem. This includes search, maps, and reviews. It’s a powerful tool that can help your law firm stand out from the competition.
Creating and optimizing your Google My Business listing is one of the most important things you can do to improve your visibility on Google Maps. When potential clients search for probate attorneys in your area, your listing will appear, along with information about your firm and reviews from past clients.
What Are Google Cards
Google Cards are the results that appear at the top of the search results page, before the organic listings. They include information about businesses, such as their name, address, phone number, and average rating. Google Cards are only shown for a limited number of searches, and they’re not available for all businesses.
If you want your law firm to appear in Google Cards, you need to make sure your listing is optimized. This includes claiming your listing, verifying your business information, and adding photos and videos.
1. Optimize your Google My Business page (+ images)
If you’re a probate attorney, you should make sure your Google My Business page is optimized. This includes claiming your listing, verifying your business information, and adding photos and videos.
Claiming your listing is the first step. You can claim your listing by entering your business name and address into Google’s search engine. Once you’ve claimed your listing, you can verify your business information by submitting a copy of your business license or other government-issued identification.
Adding photos and videos is also important. Photos help potential clients get a better idea of what your law firm looks like, and videos can help explain the probate process to them. Make sure the photos and videos you add are high quality and portray your firm in a positive light.
2. Get more and better reviews from clients
Ah reviews, so important. 9% of consumers say they need at least a 4-star rating before they’ll even consider using a business. And potential clients are reading them, with 88% of consumers saying they trust online reviews as much as personal recommendations.
There are a few things you can do to get more and better reviews from your clients. First, make it easy for them to leave a review by providing links to your Google My Business page and other review sites. You can also ask them to leave a review after their case has been resolved. Finally, respond to all reviews, both positive and negative. This shows that you care about your clients and their experience with your firm.
3. Use keyword-rich titles and descriptions across your site
When potential clients search for probate attorneys in your area, you want your law firm to appear in the search results. One of the best ways to do this is to use keyword-rich titles and descriptions across your site.
Your title should include your target keyword, as well as your location. For example, “Probate Attorney in Los Angeles, CA.” Your description should be a brief overview of your law firm and what you do. Be sure to include your target keyword in the description as well, so that Google knows what your site is about.
In addition to titles and descriptions, you should also use keywords throughout the content on your site. This includes blog posts, articles, and even the text on your website’s pages. Using keywords will help Google understand what your site is about and match it with potential clients who are searching for that information.
Each page on your website has a meta title, meta description, and header tags. These are all places where you can include keywords. Meta titles and descriptions are the text that appear in the search results, so be sure to include your target keyword in both. Header tags are used to structure the content on your pages, and they range from H1 (the most important) to H6 (the least important). Try to include your target keyword in your H1 tag, as well as a few other places on the page.
Ensuring your pages are properly structured with keyword-rich titles, descriptions, and header tags will help you rank higher in Google’s map search results.
4. Optimize your website for Local SEO through Content
One of the most important ranking factors for Google Maps is your website’s content. In order to rank higher in Google Maps, you need to optimize your website for Local SEO.
Local SEO is the process of optimizing your website for local search results. This includes optimizing your site for the search engines, as well as for potential clients searching for probate attorneys in your area.
There are a few things you can do to optimize your website for Local SEO. First, make sure your NAP (name, address, and phone number) is consistent across all of your online listings. This includes your Google My Business page, as well as any other directories you’re listed in. Inconsistent NAP information can confuse the search engines and hurt your ranking.
In addition to having consistent NAP information, you should also include location-based keywords throughout your website. This will help Google understand that your website is relevant to people searching for probate attorneys in your area. You can use location-based keywords in your titles, descriptions, header tags, and even in the content on your pages.
Optimizing your website for Local SEO will help you rank higher in Google’s map search results.
Do not duplicate content for each city/location you want to rank in. This will not help your rankings and can actually hurt them.
In addition to optimizing your website, you also need to build citations from high-quality directories. Citations are listings of your business name, address, and phone number on other websites. The more citations you have from high-quality directories, the higher you’ll rank in Google Maps.
Only list your business in directories that are relevant to your industry. For example, if you’re a probate attorney, you should list your business in directories that are specific to attorneys or legal services. Not doing so will actually hurt your ranking.
5 - Use Subcategories in GMB
One way to optimize your GMB listing is to use subcategories. Subcategories help Google understand what your business is about and match it with potential clients who are searching for that information.
To add a subcategory to your GMB listing, sign in to your account and click on the “Info” tab. From there, scroll down to the “Categories” section and click on the “Add category” link. Enter your desired subcategory and hit “Save.”
Using subcategories helps Google understand what your business is about and match it with even greater amounts potential clients who are searching for that information.
6. Promote your content as updates on Google My Business
Another way to optimize your GMB listing is to promote your content as updates on your listing. This is a great way to get more eyes on your content and improve your ranking in Google Maps.
To promote your content as an update, sign in to your GMB account and click on the “Posts” tab. From there, click on the “Create new post” button and select the “Update” option. Enter your update and hit “Publish.”
Your content should include a call-to-action, as well as a link back to your website. This will help improve your click-through rate and ultimately your ranking in Google Maps. Each of these posts should include information relating to probate litigation, questions to common answers, or anything you think would be beneficial to someone searching for a probate attorney.
By following these simple steps, you can make sure that your probate law firm appears at the top of Google Maps when people search for relevant keywords. This will help you attract more clients and grow your business.
If you need help with any of these steps, our team at Gold Penguin can assist you. We specialize in Local SEO and have a proven track record of helping businesses get to the top of Google Maps. Contact us today to learn more about how we can help you grow your probate law firm.