It’s surprising how many law firms don’t take advantage of their Google My Business profile. Once you learn how powerful your Google My Business profile can be, you’ll be eager to start working for your law firms.
But when you start filling out your Google My Business profile, you may not know what parts are needed and how to write your profile in a way that will help your law firm rank. With that in mind, here are five of the top things your law firm should include in your Google My Business profile.
What is Google My Business?
Google is the world’s leading search engine. As such, if you want to gain rankings, you must be prepared to work with Google’s algorithm. But more than that, Google likes to see when your law firm uses its products and services. Some law firms may remember when Google Plus was “all the rage”. Even though it never gained popularity like other social networks, if your law firm used Google Plus, you can bet that Google prioritized your firm over others that weren’t listed in classification.
Google My Business is similar. When a user searches for a business by name and that business has claimed their Google My Business profile, that profile will be displayed prominently in the right sidebar of the search results. It’s a cool feature, but more than that, claiming your Google My Business profile is a signal to Google that your business is doing what it needs to do to rank.
But you can’t just claim your Google My Business profile, add your location and hours of operation, and call it a day. If used to its fullest potential, Google My Business (GMB) can be ideal for search engine optimization (SEO) and defining your unique value proposition so that you personalize your practice’s brand. lawyers in the way that best meets the needs of your potential client.
Claim Primary and Secondary Categories
When you start with your law firm’s GMB profile, you’ll need to start by choosing your primary and secondary categories. These tell users what services your law firm offers. You will have the opportunity to select your practice areas here. But be sure to select the right categories, as an incorrect category selection could have a devastating impact on your rankings.
Post to Google weekly to keep content fresh
Once you’ve updated your profile with the correct categories and populated your profile with the correct contact information about your law firm, it’s time to keep your GMB fresh by posting weekly content to your profile. But publishing weekly articles does more than keep your content relevant.
This is a great opportunity for your law firm to solidify itself as an authority in your area of practice. Make sure you post content with information that users will search for based on thorough keyword research, so you can provide them with the answers they need.
The longer the user stays on your post, the more juice Google sends indicating that your law firm is the one that should be ranked first when people search for specific law-related search queries.
Create a review system
Once your Google My Business profile is established and thriving, you need to make sure that you actively respond to reviews as they come in. Have a system in place to let your clients know that giving reviews is valuable to your law firm. You can even offer incentives to entice customers and peers to leave a review on your business’s GMB.
Don’t make the mistake of not responding to any negative reviews you may receive. You shouldn’t argue with negative reviews, but you have the opportunity to show the public and your potential customers how you handle an unhappy customer.
Be professional and try to rectify the situation as much as possible. Also, be sure to respond to your positive reviews. You can highlight the positive features of the review and thank them for taking the time to leave a review.
Upload new photos every week
Another way to show Google that your law firm is active and relevant online is to update your GMB with photos on a weekly basis. You can share photos of your team working tirelessly for your clients, the team participating in community events, making announcements when your law firm hires new lawyers or joins a new organization.
The possibilities are limitless. Just make sure your updates are for business only and save your family and personal updates for your own personal social media profiles.
Be ready to answer questions as they come
Your GMB also offers your potential clients the opportunity to get to know your law firm and ask specific questions. While you don’t need to enter specific responses through your Google My Business profile, you should take the time to respond and suggest the user contact your office to discuss the details in person or virtually. This is a good way to let Google know your law firm is active, but more importantly, you’re responding to users who have submitted questions through your GMB.
Once you’ve taken the time to complete your law firm’s Google My Business profile, you’ll also need to make sure you set aside time to maintain it. It’s not enough to fill out your Google My Business profile and do nothing else. Every week or month you should update your profile and make any necessary changes. This can go a long way in showing Google that your law firm is relevant and should be at the top of search results for law firms in your area.