Law Firm Web Marketing


3 Local Web Marketing Tips For Law Firms

Online advertising in the legal profession has become extremely competitive, particularly in local Pay Per Click (PPC) and Google Places listings. Attorneys are savvy marketers, and many will admit that Google search is the new Yellow Pages. As a result, many law firms are optimizing their websites, and their Internet marketing efforts, to obtain the most advertising exposure possible from local, in-market searchers.

For a law firm looking to optimize their web presence, whether through SEO or PPC, it is important to understand the difference between the variety of Google's ad placements and listings. At the Law Firm Web Marketing Blog, we break-down three primary mediums that help attain better local search visibility, including some best-practices tips for optimization.

Google Places Optimization

The Google Places listings in the search results have become very prominent as well as popular. Aside from having a nice map for users to view, what is also unique about Google Places listings is the page itself. A Place page is a separate entity to a firm's website. And the Place page is core contributor to better local listings in the Google Places results.

Google Places Listings

Optimizing a Place page for better local results requires a unique approach. Similar to organic search engine optimization (or natural SEO), the popularity of the page has major influence as to how well a Google Places page ranks. Although popularity is directly uncontrollable, there are a few techniques to enhance a Place page that can promote more traffic.

  • Always NAP: No, not the sleep, but rather the essential acronym N.A.P. or Name, Address, Phone Number. Always include these in your Place page.
  • Richness of Quality: A Place page that offers quality content, such as video, images and other forms of rich media, will have the upper leg in local search.
  • Earn Good Reviews: Solid feedback means increased credibility for a law firm, even to search engines. More and better reviews on Place page means increased trust, and rankings.
  • Honesty & Accuracy: Be as up-front and honest as possible in your Place page. In the description field of your Place page, define exactly what practice areas as well as service areas you handle. This will only make your Place page more relevant on your core keyword targets.

Google PPC Advertising

Bidding for top keyword exposure using local PPC advertising is no secret to lawyers. However only few firms have discovered the power behind Google AdWords Express Ads.

Google Boost PPC

You may be familiar these enhanced Google ads - they have a blue pin on search results map (instead of red), and although they are paid ads, they are associated with Google Places pages. This is a relatively new feature in Google AdWords that offers an easy way to stand out in the local search results. For lawyers, using Google AdWords Express Ads could mean the difference between getting a good case, and letting it slip to a competitor.

The process to create a Google AdWords Express Ad is simple. The entire set-up is all from the edit mode of your Place page. The ad creation process is very simple. To learn more, visit

Enhanced Google Listings

Although these might look similar to Google Places listings, the local search results as shown below are strictly organic listings.

Enhanced Google Listings

These local results are called "Enhanced Google Listings" because they offer more information in the description of the ad. In addition to the Meta description, enhanced Google listings also display an address which is associated with the Google results map. Improving your results in these listings requires organic search engine optimization techniques.

  • Page Title: Write a strong page title that signifies your firm as well as your core practice areas. Google only displays 72 characters of a page title in the results, so a good title is right in ball-park of that length. In addition, don't make your page title extraordinarily huge either. Keyword stuffing your page title is an unethical SEO practice that doesn't work.
  • Meta Description: Similar to a page title, the Meta description is also a key aspect to see better organic results. In addition to providing a brief summary of your firm, a moderate balance of keyword inclusion may also help your rank.
  • Link Building: Link building has become one of the most influential factors to better natural search engine placement. To Google and most other search engines, more back links directing to a site means more trust and popularity. Good linking and enhanced website popularity can be achieved through persistent content marketing, link sharing/trading, social mediums, blogging, and other creative methods that capture external awareness.

Realizing better search engine exposure from local, in-market users can be achieved. Out-ranking your competitors may take diligence, but it can be done with the right approach and the right combination of geo-local SEO, PPC, and Google Places optimization.


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