How to Use Google My Business to Improve Law Firm SEO
If your law firm isn’t using Google My Business (GMB) to its full potential, you’re missing out on a major opportunity to improve your local SEO and attract more clients. Google My Business is a free, powerful tool that lets your law firm appear in local search results when potential clients search for legal services near them.
Optimizing your GMB profile is important for boosting your firm’s online visibility and converting searchers into qualified leads. With the right approach, you can increase traffic, build trust, and stay ahead of the competition.
Need help getting started? Infintech Designs can help you get the most out of your GMB to make sure your business stands out.
Table of Contents
Key Takeaways
- GMB helps law firms manage their online presence on Google Search and Maps.
- It boosts local SEO and increases visibility to potential clients in your area.
- Claim and verify your profile, then complete it with accurate business details.
- Use keywords, keep your information updated, and add photos to engage clients.
- Ensure NAP consistency, create location pages, and track insights to improve performance.
What Is Google My Business (GMB)?
Google My Business is a free tool that allows businesses—including law firms—to manage how they appear in Google Search and Google Maps.
By setting up and optimizing your GMB profile, you give potential clients easy access to important information about your firm, such as your hours, location, services, and contact details.
When someone searches for legal services in your area, Google pulls data from your GMB profile and displays it in the search results. This visibility can lead to more calls, website visits, and ultimately more clients. But to make the most of it, you need to optimize your GMB profile properly.
Why Google My Business Is Crucial for Law Firms
Online searches have become a significant way for people to find legal services, and this trend is expected to continue. Google’s search engine processes billions of searches each day, and local searches (e.g., “divorce lawyer near me” or “best personal injury attorney in [city]”) are growing rapidly.
If you want your law firm to stand out in local searches, GMB optimization is essential.
Here’s why GMB is crucial for law firms:
- Increased Local Visibility: GMB helps your firm appear in local search results, including the Google Local Pack (the map and business listings at the top of Google search results).
- Free Exposure: It’s a free way to enhance your online presence without the need for costly ads.
- Client Trust: Having an updated GMB profile with reviews and business information builds trust with potential clients, as they often look for social proof before making a decision.
Now that you know why GMB is important, let’s talk about how to use it correctly.
How to Set Up Your Google My Business Profile
The first thing you need to do to get found on Google is to set up your Google My Business profile. It’s easy to do, and here’s how to get started:
Step 1: Claim and Verify Your Business
- Go to the Google My Business page: Visit https://www.google.com/business and click Start Now.
- Sign in to your Google account: Make sure you’re signed in to your business email account or a Gmail account linked to your firm.
- Enter your law firm’s name and address: Provide accurate details about your business location and service area.
- Verify your business: Google will send a verification postcard to your business address with a code. Enter the code once you receive it to verify your business.
Step 2: Complete Your Profile
After you’ve verified your law firm, you can start completing your profile. Here’s what to focus on:
- Business Name: Make sure your business name matches what you use in real life, and avoid keyword stuffing.
- Business Category: Select the most relevant business category (e.g., “Family Law Attorney,” “Criminal Defense Lawyer,” etc.).
- Business Address: If you have a physical office, include your full address. If you operate remotely or serve multiple areas, choose a service area instead.
- Phone Number and Website: Ensure your contact information is up-to-date and consistent across the web.
- Hours of Operation: Accurate business hours build trust. Also, don’t forget to update holiday hours.
Step 3: Add Photos
Add high-quality images to your profile. This can include:
- Your office space or waiting room.
- Professional headshots of your attorneys.
- Team photos to show your firm’s personality.
- Any certifications, awards, or recognitions that reflect your firm’s expertise.
Tip: Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites.
Key Ways to Optimize Your Google My Business Profile
Once your GMB profile is set up, it’s time to optimize it to improve your local SEO. Here’s how you can get the most out of your profile:
1. Use the Right Keywords in Your Business Description
Your business description is one of the most important aspects of your GMB profile. It helps Google understand what services you offer, and it’s the first thing potential clients will read about your firm.
- Be clear and concise: Write a compelling description that explains what you do and the types of cases you handle. Keep it under 750 characters.
- Include relevant keywords: Integrate keywords naturally, like “family law attorney,” “personal injury lawyer,” or “estate planning lawyer,” depending on your practice area.
- Focus on your unique value: Highlight what sets your law firm apart. Are you known for your client-focused approach? Or perhaps your expertise in a specific type of case?
2. Optimize Your Services
Under the Services section, list all the practice areas your firm handles. Be specific—don’t just say “legal services.” Instead, break it down into detailed categories such as:
- Divorce and Family Law
- Criminal Defense
- Personal Injury Claims
- Estate Planning and Wills
Each service listing should have a brief, keyword-rich description. This helps Google connect your profile to specific search queries.
3. Collect and Respond to Client Reviews
Google reviews are an essential part of your local SEO. According to studies, over 49% of consumers trust online reviews as much as personal recommendations. Reviews also impact how your firm ranks in local search results.
- Ask satisfied clients for reviews: After a successful case, encourage clients to leave positive feedback.
- Respond to reviews: Show your clients that you care by responding to both positive and negative reviews. Thank clients for positive reviews, and address any concerns in negative reviews professionally.
4. Post Updates Regularly
Google My Business allows you to post updates, which can include special offers, events, new blog posts, or changes to your hours. Regularly posting on your GMB profile signals to Google that your business is active, which can positively impact your rankings.
- Announce new blog posts: Share links to blog articles that answer common legal questions or discuss recent changes in the law.
- Share client testimonials: Highlight positive client experiences to build trust.
- Promote special offers or consultations: Offer a free consultation or discounted services to attract more clients.
5. Use Google My Business Insights
Google provides valuable insights about how people are interacting with your GMB profile. You can track things like:
- How many people view your listing
- How many people request directions
- How many people call your business directly
Use these insights to identify trends, measure the effectiveness of your GMB profile, and adjust your strategy accordingly.
Additional Tips to Boost Law Firm SEO Using GMB
1. Keep Your Information Consistent Across the Web
Google takes consistency seriously. If your NAP (Name, Address, Phone number) is inconsistent across your website and other local directories, it can negatively impact your rankings. Make sure that your information is identical everywhere you’re listed online.
2. Create Location-Specific Landing Pages
If your law firm serves multiple areas, consider creating location-specific landing pages for each city or neighborhood. This helps you rank for local searches and provides clients with more personalized content.
For example, if you serve clients in both New Orleans and Baton Rouge, create separate pages for each location. Mention the specific legal services you provide in those areas and optimize the page for location-based keywords.
Conclusion
Google My Business is one of the most effective tools available to law firms looking to improve their local SEO. By setting up and optimizing your profile, you can increase your visibility, attract more clients, and build trust in your community.
Whether you’re a solo practitioner or part of a small firm, GMB can help level the playing field by giving you free exposure in local search results.
Don’t forget to keep your profile updated, collect reviews, and monitor your GMB insights to continue improving your law firm’s online presence.
Need help optimizing your GMB profile or improving your overall SEO strategy? Contact Infintech Designs today to see how we can help your law firm get noticed online.
