Is your firm listed in Google Local? It better be…
As documented on a recent blog post, Google has been testing search results that eliminate the traditional “organic” search results and delivers only map and pay-per-click advertisements for the results. Certainly this trend makes sense for Google to shift its results to focus on the advertising that contributed to the majority of it’s $23+ million in revenue in 2009. However, for those law firms who rely on a strong web presence to grow their client base – it’s also a trend that can’t be ignored.
Google Local (also known as Google Places or Google Maps) is typically found when the searcher performs both a keyword and geographical search… for example “Civil Rights Lawyers in Cleveland OH” or “Toledo Ohio Accident Attorney“. Between the pay per click ads and the natural (or organic) results appears a map and a list of law firms, a pin indicating each firm’s location. Google has also begun selling priority placement on these map results. The location of the map on the search results page, and now it’s potential for being an additional revenue source, point to the Google Local area playing a big part in future internet marketing strategies.
Essentially all this means is that the law firms that recognize the opportunity that the internet has to grow their practice have one more thing to consider. A well optimized website, although essential right now, may not be the only thing that will maintain a strong internet presence in the future.
