Why a Google+ Profile Now Matters for Law Firms
If you didn’t have a compelling reason to include Google+ in your mix of inbound marketing for your law firm, you do now.
On May 30th Google launched Google+ Local while shutting down Google Places. What’s the impact to a small law firm? Here’s the scoop.
Google+ Local is basically a new business profile that replaces your Google Places page and moves it to Google’s social network, Google+. If you already had a claimed Google Places page, you’re good. Google is simply transitioning your old Google Places page to the Google+ Local platform.
If you don’t have a claimed Google Places page, it’s time to get moving and work with your online marketing provider. Think of Google+ Local as the new Yellow Pages. Without a Google+ Local page your firm may not appear when someone in your geographic area searches for a law firm.
Nearly two out of every three searches begin on Google.com. Further, Google says 20 percent of all Google searches are for local information, and that goes up to 40 percent if the person is searching with a mobile phone.*
Visitors will now be able to access a law firm’s Google+ Local page by searching on Google.com, Google Maps, in mobile apps or through a search on Google+. So you have to be there. Case closed.
On top of that, Google+ Local represents a major search engine optimization (SEO) opportunity. Google Places pages, for example, were not indexed. Google+ Local businesses pages are, which means you can now leverage your profile page to gain greater Web visibility.
You can, for example, post more photos and more robust information. A user-friendly profile filled with strategic keywords will certainly boost your firm’s organic search rankings.
Reviews are from a 0-3 scale, then multiplied by 10 to fit the Zagat 30-point system. More reviews will also generate a higher organic search ranking, so be sure to encourage both individual and business clients to post them. You will also be able develop followers and message them, perhaps linking them to your latest blog entry via Twitter.
Finally, as Google’s version of Facebook, Google+ members can use a new “Circles” filter to see business reviews and/or recommendations posted by friends and family, or other law firms and businesses in the Circle.
Like LinkedIn, Facebook and Twitter, Google+ Local should now be an integral part of your online marketing strategy. Talk with your marketing services provider to be sure your listing is up to date and search engine optimized.
And if you need an assessment of your Web presence, we can help. You can get a free Web presence evaluation from your local Law Firm Marketing Specialist.
*comScore Data, March 2012
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