Lots of lawyers and law firms talk about wanting to be on the first page of Google for their practice areas. However, the reality is that there are four ways to be on the first page of Google in the search results.

Yes, Google has made things that complex by offering lawyers and law firms four ways to get there. Thus, lawyers and law firms must understand the difference if this is their goal.

What Four Ways A Law Firm Can Be On The First Page?

As explained above, there are four ways a lawyer or law firm can be on the first page of Google search results for their practice areas. The truth is that there are advantages, disadvantages, and challenges to all four ways. The four ways to be there are broken down below:

1.) Google AdWords – Google AdWords has been around for a long time. Google AdWords are the paid search ads typically at the top and the bottom of the search results. The ads usually have the word “Sponsored” next to them. To be on the first page of the Google search results in the sponsored section, a lawyer typically has to spend some bucks. While these ads can be successful and intricately targeted based on location and keywords, it can be challenging for many law firms to get on the first page of Google this way unless they have deep pockets. Most lawyers and law firms also lack the sophistication to run these ads internally. Thus, most law firms that run these ads use a third-party marketing company to set up and monitor these advertisements, which can create additional costs.

2.) Local Service Ads – Google now offers local services ads to simplify things. Local service ads appear at the top of Google search results with the faces of three lawyers in a particular location. Local service ads even appear above the “Sponsored” ads. While these ads can be powerful, given the area at the top of the search results, a lawyer must have deep pockets to show up on the first page in the local service ads. On top of that, a law firm has to run the face of one of its lawyers versus advertising the law firm itself. In this way, these ads are often geared toward solo practitioners versus a law firm itself. These ads are more straightforward to set up than Google AdWords, and many lawyers and law firms can do it without employing a third-party marketing company. But for these ads to air, three lawyers must be in on this strategy in a given market. In small communities, this may not be the case.

3.) Organic Search Results – Being on the first page of the organic search results is another way to be on the first page of the Google search results. The organic results typically show after the three-pack of Google Maps. They then continue on page after page in the organic results. This can be powerful if a law firm can show up on page one of the organic results. Many theorize that potential clients look at the organic search results with more credibility because it is not a paid ad. However, the difficulty is that it is not easy to show up on the first page of the search results for a particular area of law. To get there, a law firm has to have a great webpage with rich content and specific search engine optimization techniques, including content-rich backlinks. In reality, however, most lawyers and law firms lack the knowledge or understanding to know how to get here–and never get here.

4.) Three-Pack of Google Maps – The three-pack of Google Maps is the last way to be on page one of the search results. Just like the organic listings, the three-pack is powerful. Many potential clients also find credibility in law firms here because these are not paid ads. It is also straightforward for a potential client to click the listing and immediately call the law firm or lawyer. To get here, a law firm has to have a webpage with meaningful content, authority, and backlinks. It is also vital to optimize the business listing by including photos, videos, address information, and posts. Obtaining client reviews can also help a law firm rank high. In reality, however, most lawyers and law firms lack the knowledge or understanding to get here, just like with the organic search results–and never get here.

Does It Matter If My Law Firm is On The First Page of Google?

In talking about this topic, many wonder whether it even matters if their law firm is on the first page of Google (or any of the other search engines). The reality is that it does matter. While many lawyers and law firms do not understand the importance, search engines are like today’s phone book. Many potential clients go to Google and other search engines to find a lawyer or law firm by typing in various keywords related to their legal needs, just like they used to go to the phone book.

It might be that a potential client cannot find a referral from a friend or family member. They might be embarrassed to even ask other friends or family members for the name of a lawyer or law firm. It is also a quick and efficient way to find a lawyer or law firm, research them and reach out. Consequently, being on the first page of the search results makes a big difference in terms of the success of a lawyer or law firm today.

Further, the more ways a lawyer or law firm is on the first page of Google search results, the more leads that lawyer or law firm is likely to obtain. For example, lawyers and law firms on the first page all four ways are likely to do much better than somebody who is only there one or two ways. Law firms looking to dominate online should seek to be there all four ways. One way may not be enough to make a big impact.