It’s amazing how many law firms don’t take advantage of Google My Business profiles. Once you know how powerful your Google My Business profile can be, you’ll be eager to start working on your law firms.
But once you start filling out your Google My Business profile, you may not be sure what sections are required and how to write your profile to help your law firm with rankings. With that in mind, here are the top five things your law firm should include in your Google My Business profile.
What is Google My Business?
Google is the world’s best search engine. As such, if you want to win in the rankings, you need to be ready 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 recall when Google Plus was “all the rage.” While it may never grow in popularity like other social networks do, if your law firm uses Google Plus, you can bet that Google prioritizes your firm over others that aren’t ranked.
Google My Business is similar. When a user searches for a business by name and that business requests their Google My Business profile, that profile will be prominently displayed in the right sidebar of the search results. It’s a great feature, but more than that, requesting your Google My Business profile is a signal to Google that your company is doing what it needs to do to rank.
But you can’t easily claim your Google My Business profile, add your location and hours of operation, and call it a day. Google My Business (GMB), if tapped to its greatest potential, can be great for search engine optimization (SEO) and identifying your unique value proposition so you can brand your law firm to best serve your prospect’s needs.
Request Primary and Secondary Categories
When getting started with your law firm’s GMB profile, you will need to start by choosing your primary and secondary categories. These tell users what services your law firm offers. Here you will have the opportunity to choose your application areas. However, be careful to choose the right categories as choosing the wrong category can have a devastating effect on your rankings.
Publish Posts on Google Weekly to Keep Content Up-to-Date
Once you’ve updated your profile with the right categories and filled in with the appropriate contact information about your law firm, it’s time to keep your GMB fresh by posting weekly content to your profile. But posting weekly posts does more than just keep your content relevant.
This is a great opportunity for your law firm to solidify itself as an authority in your practice area. Make sure you publish content with the information users will search for based on in-depth keyword research so you can give them the answers they need.
The longer the user stays with your post, the more juice is sent to Google, which tells you that your law firm should rank first when people search for specific law-related search queries.
Build Review Systems
Once your Google My Business profile is created and developed, you need to make sure you’re actively responding to comments as they come in. Have a system to let your clients know that providing reviews is valuable to your law firm. You can even offer incentives to get your customers and colleagues to leave reviews on your company’s GMB.
Don’t make the mistake of not responding to negative reviews you may receive. You shouldn’t argue with negative reviewers, but you do have the opportunity to show the public and your potential customers how you deal with an unhappy customer.
Be professional and try to rectify the situation wherever possible. Be sure to respond to your positive reviews as well. You can highlight the positive aspects of the review and thank them for taking the time to leave a review.
Upload New Photos Weekly
Another way to show Google that your law firm is active and relevant online is to update your GMB with photos weekly. You can share photos of your team working tirelessly for your clients, participating in community events, and make an announcement when your law firm brings in new lawyers or joins a new organization.
The possibilities are endless. Make sure you keep your updates only about the company and family and personal updates for your own personal social media profiles.
Be Prepared to Answer Questions As They Come
Your GMB also provides opportunities for potential clients to get to know your law firm and ask specific questions. While you may not be required to receive specific responses through your Google My Business profile, you should take the time to respond and suggest that the user contact your office to discuss the details face-to-face or virtually. This is a good way to let Google know that your law firm is active, but more importantly, that you are responding to users who post questions through your GMB.
When you take the time to fill out your law firm’s Google My Business profile, you need to make sure you take the time to maintain it. It’s not enough just to fill out your Google My Business profile and do nothing else. You should update your profile every week or month and make changes as needed. 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.