The organic search results will always be the best place to optimize your firm's web presence. The local organic search results especially offer tremendous value of law firms in capturing quality, lead-generating search traffic.
It is now more common than ever to see local organic search results (with the Google Map) for almost any geo-relevant keyword search. And what's significant about these localized search results is that it's not just a well-optimized website that influences a company's rankings, it's the company's Google Plus page.
Take a look at the screenshot below for the Google search "dui attorneys". Notice how Google recognizes that I am searching from Peoria, Illinois, and how shows local organic listings based on this information.
Although the main link headline for each law firm's local search listing (e.g "LeFante Law Offices, P.C.") will take users to the firm's website, notice the link below the URL that says "Google+." Similar to Google Places pages (which were replaced back in May of 2012,) Google Plus pages are integrated in the local organic search results.
So not only is a strong website helping a firm see top local search rankings, but it's Google Plus page plays a role too. This is redefining the practice of SEO to a more broad approach that incorporates social media. At the Law Firm Web Marketing blog, we call this web presence optimization
There are a number of variables on a Google Plus page that can influence a firm's local search rankings. The most powerful contributors of an authoritative Google Plus web presence include:
* having a "Follow us on Google+" link on the law firm's website pointing to the firm's Google Plus page
* ensuring that the address on the Google Plus page has been verified (requires Google to send businesses a PIN verification via postcard)
* having a well populated Google Plus page that withholds an adequate amount of information about the law firm
* earning a high number of Google Plus reviews, preferably positive
We hope these tips will help you web presence optimization strategy. Remember, SEO and social media a merging. Think of you strategy in holistic manner of optimizing your firm's entire web presence, not just its website.
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