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Masslomap Local Search for Law Firms

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Masslomap Local Search for Law Firms

  1. 1. Local Web Strategies for Law Firms @Gyi Tsakalakis Founder AttorneySync Staff Writer Lawyerist Also Blogging at gyitsakalakis.com Discuss on Twitter with: #local4law
  2. 2. Overview • Why the local web matters to law firms. • An overview of the local web ecosystem. • How to increase your visibility within the local web. • Resources and tools for marketing your practice in the local web. • Questions & Answers. @gyitsakalakis
  3. 3. Why Local? Local Search Evolved – MDG Advertising @gyitsakalakis
  4. 4. Why Local? 97% of consumers search for local businesses online. - Google @gyitsakalakis
  5. 5. Why Local? - GetListed.org @gyitsakalakis
  6. 6. Why Local? Keyword Local Monthly Searches (United States) [chicago personal injury lawyer] 1300 [chicago personal injury lawyer] 1300 [chicago law firms] 1000 [chicago lawyer] 720 [chicago personal injury attorney] 590 [personal injury lawyer chicago] 590 [personal injury lawyer chicago] 590 [chicago personal injury attorney] 590 [chicago injury lawyer] 590 [chicago dui lawyer] 590 [chicago lawyers] 480 [chicago dui attorney] 390 [personal injury attorney chicago] 320 [personal injury attorney chicago] 320 [chicago personal injury lawyers] 320 [chicago attorneys] 320 [chicago car accident lawyer] 260 @gyitsakalakis
  7. 7. Why Local? It’s Free (well, sort of). @gyitsakalakis
  8. 8. You Can’t Pay Google for Local Places Listings! (at least not yet) “Adding your listing to Google Places is free, and Google doesn’t accept payment to include particular listings or sites in our search results. However, we do offer locally-targeted advertising through Google AdWords Express.” - Google Places @gyitsakalakis
  9. 9. What “They” See Online Marketing Landscape – GetListed.org @gyitsakalakis
  10. 10. Deriving Local Intent @gyitsakalakis
  11. 11. How Does Google Rank Local? Local Search Ranking – Google YouTube Video @gyitsakalakis
  12. 12. How Does Google Rank Local? 1. Make sure your listing is complete and accurate. 2. Choose the most appropriate, specific categories for your business. 3. Establish a strong, accurate presence on the web. Google improves search results by aggregating information about your business from all over the web. Make sure information about your business on third-party sites is accurate, and try to contact the respective site directly to correct any inaccurate information. Encourage clients and colleagues to review your business by clicking Write a review on the Place Page.* *Check your state’s ethics rules! @gyitsakalakis
  13. 13. NAP Name - Represent your firm exactly as it appears in the offline world. Address - Use a precise, accurate address to describe your firm’s location. Phone - Provide a phone number that connects to your individual office location as directly as possible, and provide one website that represents your individual firm location. @gyitsakalakis
  14. 14. Google Places Interface @gyitsakalakis
  15. 15. No-No’s Do not include marketing taglines in your business name. Do not include phone numbers or URLs in the business name field, unless they are part of your business name. Do not attempt to manipulate search results by adding extraneous keywords or a description of your business in the business name field. Do not create a listing or place your pin marker at a location where the business does not physically exist. P.O. Boxes are not considered accurate physical locations. If you operate from a location but receive mail at a mail box there, please list your physical address in Address Line 1, and put your mail box or suite number in Address Line 2. Do not create more than one listing for each business location, either in a single account or multiple accounts. Do not include information in address lines that does not pertain your business’s physical location (e.g. URLs, keywords). Do not provide phone numbers or URLs that redirect or “refer” users to landing pages or phone numbers other than those of the actual business. Do not “stuff” entry fields with multiple categories. @gyitsakalakis
  16. 16. More No-No’s Businesses that operate in a service area, as opposed to a single location, should not create a listing for every city they service. Businesses that operate in a service area should create one listing for the central office or location and designate service areas. Learn how to add service areas to your listing. Businesses with multiple specializations, such as law firms and doctors, should not create multiple listings to cover all of their specialties. You may create one listing per practitioner, and one listing for the hospital or clinic at large. - Google Places Quality Guidelines @gyitsakalakis
  17. 17. The #1 Rule: Consistency @gyitsakalakis
  18. 18. Prominence Citations are defined as “mentions” of your business name and address on other webpages, even if there is no link to your website. An example of a citation might be an online yellow pages directory where your business is listed, but not linked to. It can also be a local chamber of commerce, or a local business association where your business information can be found, even if they are not linking at all to your website . You may also see the term “web references” used on other websites—a synonym for “citations”. - GetListed.org @gyitsakalakis
  19. 19. Local Search Ranking Factors David Mihm’s Local Search Ranking Factors @gyitsakalakis
  20. 20. On-Page | Place Page | Off-Site • On-Page: On your actual website. • Crawlable location information • Site structure • On-page optimizations • Microdata • Place Page: Information on your place page. • Name • Address • Phone • Categories • Custom Attributes • Off-Site: Signals from around the web. • Citations • Links • Reviews / Ratings / Social Mentions @gyitsakalakis
  21. 21. On-Page • On-Page: On your actual website. • Crawlable location information • Site structure • On-page optimizations • Microdata 1. URLs 2. Title 3. Description 4. H1 & H2 5. Anchor Text 6. Alt Tags 7. Content 8. Footer – Name, Address, Phone @gyitsakalakis
  22. 22. Place Page Place Page: Information on your place page. • Name • Address • Phone • Website • Description • Categories • Custom Attributes • Photos • Videos • Additional Information • “Post” • Offers @gyitsakalakis
  23. 23. Off-Site Off-Site: Signals from around the web. • Citations • Links • Reviews • Ratings • Social Mentions @gyitsakalakis
  24. 24. Where? Where to Get Citations to Improve Your Local Search Engine Rankings 1) Local search engines 2) Local blogs 3) Locally-focused directories 4) Practice-focused directories or blogs @gyitsakalakis
  25. 25. Third-Party Data Providers Primary Data Providers – GetListed.org (.pdf) @gyitsakalakis
  26. 26. Third-Party Data Providers Local Search Ecosystem – Get Listed.org (.pdf) @gyitsakalakis
  27. 27. Pro Tips 1. 100% completeness. 2. 5 Google reviews. 3. DOUBLE sets of average-review stars with hReview microformat. 4. Add photos to major third-party sites. 5. “Post" to your Places page with link. 6. Reply to reviews. - Whitespark.ca Blog @gyitsakalakis
  28. 28. Competitive Intelligence Where and how are your competitors (that are appearing prominently in local results) getting links, citations, and mentions? @gyitsakalakis
  29. 29. Local Citation Finder Whitespark – Local Citation Finder @gyitsakalakis
  30. 30. Custom Attributes “While this data may not appear on the Place Page, this information continues to help our system understand more about your business and ensure your organic listings appears and ranks appropriately on Google and Google Maps when potential customers perform searches related to your business.” - Google @gyitsakalakis
  31. 31. A Brief Word on Paid Search @gyitsakalakis
  32. 32. Getting Help • Who have they worked with? Law firms? • What (specifically) are they going to do? • Where (specifically) are they going to build citations & links? • When can you quit if you’re not seeing results? • Why are they doing what they propose? • How will you measure the results? • Trusted Providers @gyitsakalakis
  33. 33. Further Reading • 25 Local Law Firm Web Marketing Strategies • Google Places Custom Attributes for Law Firms • Google Webmaster Tools for Local businesses • Google Places Support • GetListed.org • Mihmorandum • Mike Blumenthal’s Blog • Local SEO Guide • WhiteSpark.ca Local Citation Finder • Localeze • Yext @gyitsakalakis
  34. 34. Thank You! Got Questions? Short on time? You can also email me questions at: gt@attorneysync.com @gyitsakalakis

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