5 Tips for Optimizing Local Search for Your Law Firm

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By Jonathan R. Tung, Esq. on October 19, 2015 2:56 PM

Like it or not, businesses live and die by Google's search engine algorithms. If you don't show up online, you're dead. 

Google's recent Pigeon update is, ostensibly, an attempt to give local businesses a boost. Here are tips on how to make the most of Google's latest algorithms.

Google Rankings: the Basics

By now, you should be familiar with the basics of SEO. If you're not, read about it.

There used to be a time, long ago, when people would simply festoon their sites with terminology that were quite obviously targeted for the kinds of terms they assumed people would search when looking for an attorney. Example: "Omaha personal injury lawyer."

These days, such tactics no longer work and Google's anti-Black Hat algorithms have made this potentially harmful. Instead, try and make the best of the Pigeon updates.

  1. Include your City, State and County in your Web Content/Body: Google will obviously search your address at your footer and header, but to get the most from Pigeon, you should strive to mention "(local) (PI, divorce, estate, etc.) (county) attorney)" at least once in the content on the root page. This is vitally important even though it will result in a clunky sentence.
  2. Address Should Match VERBATIM the Text on Google+ Local Business: The address you use should match the address on the Google+ Local Business Page EXACTLY - word for word, space by space. Make it easier for the Google crawler to find your business. Always include a Name, Address, Postcode (NAP).
  3. Make Sure you Business if Correctly Categorized on Google+ Local Business: Incorrect categorization leads to a significant loss in potential leads. Don't label your law firm as an auto repair shop.
  4. Verify That no Malware is on Your Site: Check the Webmaster Tools. Make sure that there isn't any malware on your law firm's site.
  5. Diversify You Links: Do not rely on old fashioned SEO to get you local hits. Quality links that rank well will also push you up in local rankings even if the external links are not themselves local sources. Strive to be linked by quality sources. Also, you should not rely soley on the inbound links from paid legal directories. Being linked to different sites that are relevant to your practice will result in a significant boost.

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