How can you make your law firm listing show up on Google Search? Google is undoubtedly the most popular search engine in the world. According to StatCounter’s research data, Google has more than a 92% market share of global search engine traffic, with 46% of these searches having local search intent. The search engine’s dominance in the industry means any law firm looking for visibility should have Google Search Engine Marketing strategies at its core. But what are those strategies?
Keep reading to discover four fool-proof ways to ensure your law firm is at the top of the Google Search Engine Results Page (SERP).
Understanding the Search Engine Results Page
SERPs serve as Google’s answer to the users’ search queries. These pages include organic search results, Google Map listings, paid Google Ads, and more. Simply put, when a user types or speaks something to Google, the SERP is what they get back. Therefore, the SERPs will determine how and where your law firm listing appears on Google’s first page. Clearly, this is where you should start to drive leads to your site.
Your potential clients are actively searching for your law firm’s services on Google. By having the right strategies in place for your firm, you can be sure they find you easily.
Here are the four ways you can get your law firm’s listing where it needs to be on Google:
#1: Local Service Ads
Is your law firm a “Google Screened Attorney”? Google Screened Local Service Ads is Google’s newest tool you can leverage to get to the top of the local SERPs quickly. When you look at the SERPs, you’ll find three ads with photos and reviews showing up for primary keywords at the top of the page. So, for example, if you are a personal injury attorney, when someone searches for “personal injury lawyer near me,” you want them to find your listing as a Google Screened Attorney.
You can apply for the Google Screened program when you meet a list of requirements and offer legal representation in one of several practice areas. Once Google verifies your application and information, you will gain the Google Screened badge and the place of prominence in the SERPs. Finally, Google Local Service Ads are “Pay Per Lead” rather than “Pay Per Click” meaning attorneys only pay for actual leads rather than clicks.
#2: Paid Search Ads
Paid search ads are the first three to four ads you will find featured at the top and bottom of the SERP. These pay-per-click (PPC) ads are among the fastest ways to get your law firm to the top of Google’s search listings. According to a BrightLocal study, 14% of all SERP clicks went to the top paid search ads. Keep in mind it’s about more than just paying to beat out the competitors, though. It would be best to have expert SEO strategies in place, including experienced KW bidding and compelling ad copy, to get the best results. Otherwise, you risk wasting money.
#3: Google Maps 3-Pack
If you are serious about showing up at the top of the local search results for law firms, the Google Maps 3-Pack is essential. This is the colorful section at the top of the SERP listings (right below the paid ads), featuring three local law firms related to a specific user search. What makes the 3-Pack so powerful? It ranks in the #1 spot for a whopping 93% of searches on Google. It uses the user location to make the search relevant and then provides a snapshot of your law firm. Leveraging the 3-Pack will take your Google Maps listing to the next level. This listing is controlled by Google Map algorithms that base rankings on Distance, Prominence, and Relevance. A reputable local SEO company can help you rank in the 3-pack.
#4: Organic Listings
The Google organic listings on the SERPs are the ten natural results you will find below the Google Maps section. Although organic results are unpaid, they make up 40 to 50% of all user clicks, and the top spots get the most click action. Google organizes the organic results for your keywords based on how well your law firm answers your users’ search queries. It also takes into consideration other factors, including:
- Core Web Vitals (ex. Speed and user experience of website)
- Social media Signals
- Internal links
- External links pointing to your website
To make sure your law firm gets the clicks through organic listings, you’ll need to focus on conducting keyword research, creating compelling content, and maximizing SEO.
Let Us Help Your Law Firm Get to the Top of the SERPs
If you are ready to implement these powerful strategies for your law firm, reach out to PersistSEO. Our Atlanta SEO company can help you make the most of your marketing efforts, so your law firm shows up and wins on Google. Please fill out our Get Started Form for a free consultation.