Establishing a Local Presence: Attorneys Turning to Google+

 Posted on January 24,2014 in OVC Lawyer Marketing

Google…

If you think about it for a moment or two, it is bit of an odd name. With projected growth estimated at 19.92 percent for 2014, this global marketing leader has managed to formidably scribe it’s name into our business vocabulary of today.

The evolution of Google and social media has provided the legal industry with new terms and technology for building successful global, national and/or local marketing campaigns. So how can attorneys increase their online presence in their own backyards to successfully farm local prospective clients?

Google has it Covered...

With Google+ - Local Page Optimization, attorneys wanting to increase their local internet visibility carefully design a local profile page and then choose optimized key words that positions their practice respectfully on Google's Search Engine Results Page (SERP) for a specific geographical area.

Google Didn't Stop There

Once you have established your profile and keywords, Google then positions your information across Google Maps, Google Mobile Maps and all organic searches. Google+ allows you to “pop-up” when a prospective client searches for services within your shared community.

Google Added a Bonus

By acquiring Zagat, a leader in consumer ratings and reviews in 2011,  Google now offers consumers the ability to rate and comment on your services directly on your page. Advertising at it’s best.

Simplistically, Google+ - Local Page Optimization can be a viable marketing tool but it takes strategic positioning to successfully cultivate new local clients:

Location, Location, and Location

If your practice is part of a national chain, build a location specific page for your practice. These pages should be periodically reviewed and updated, duplication of efforts can decrease credibility.

Short and Sweet

Google limits the number of characters per page, keep key words reflective to your specific marketplace.

Strategize and Keep a Watchful Eye

Make your page work for you. Incorporate professional photos and videos and connect additional information with specific URL address links. Assign a local team to monitor traffic and site performance.

Google is Watching

This marketing giant partners with off site ranking services and monitors activity on a continual basis. If you partner with any third party sites, ensure your colleagues credibility to ensure positive ratings with Google.

Rank & File

A designated local team should modify listing rankings on a continual basis by tracking search volume trends and adjust accordingly.

Google and social media is now ingrained into the fabric of how attorneys seek new business. Developing a localized online marketing campaign takes a concerted effort but once in place, it can make all the difference to your bottom line.

If you are considering adding Google+ Local Optimization to your online marketing campaign as an effort to increase your local marketing efforts and have additional questions, contact an expert in online marketing for attorneys today.

 

About the Author: Greg Wildman is the President of OVC, INC. Since 1999, Greg has developed hundreds of websites for attorneys from his company's inception as Online Video Concepts, LLC to the modern era's OVC, INC. Greg's knowledge of law firm marketing has helped many law firms establish online presences through custom website development, Search Engine Optimization, legal directory partnerships, social media marketing, content writing and more.