We always say that your law firm website is your most important office location. While that still rings true, ensuring your actual office locations are listed correctly across the Internet is an important part of local search engine optimization (as well as a professional ethics issue in most states.) Many of your potential clients are walking around with a smartphone and access to the internet at their fingertips. In fact, 90% of Americans own a smartphone. Location is particularly important in the legal market because potential clients typically need to find a lawyer who is practicing in their state.
Smartphones have changed the way users navigate the world around them. As a millennial, it’s embarrassing to admit how often I rely on the GPS app on my iPhone to get around. I’m not dissimilar to my peers or those younger than me either. All of that to say that navigation apps are a primary function of smartphones. Which apps? The big three are Google Maps, Waze, and Apple Maps.
According to this study by MarketWatch, Google Maps takes the cake as the go-to navigation app for most folks, with a whopping 70 percent relying on it to steer clear of speed traps. Apple Maps trails behind at a mere 25 percent preference among navigation app users, while Waze, also under Google’s umbrella, holds its ground at 27 percent. – (U.S. Speeding: Trends, Penalties, and Avoiding Traps. MarketWatch)
Of course navigation apps are used to get around, but they are also used to find businesses. According to a 2022 study by Google, searches appended with the terms “open now” and “near me” grew by over 400% YoY. Add to that:
As local search becomes increasingly prevalent among users, what strategies can your law firm employ to enhance its visibility in these searches?
The Dynamics of Local Search
Imagine this scenario: a resident of your city faces a legal issue and promptly turns to Google for assistance. They key in a search query like “divorce lawyer near me” or “personal injury attorney [city name].” Here’s where Local SEO comes into play. By using location management services to strategically optimize your firm’s online presence, you can ensure that it pops up right at the top of such localized search results, making it more likely for potential clients to choose your services over competitors.
Location Management Services
Google Business Profile
Formerly known as Google My Business, this platform offers a plethora of features designed to enhance visibility, credibility, and interaction with your audience. Let’s delve into some of the standout features that make Google Business Profile a must-have for any business.
Business Information Management
At the core of Google Business Profile is the ability to manage and display vital information about your business. This is often referred to as name, address, and phone number or NAP. It is crucial to ensure that your NAP is accurate on Google to get the benefits of local search.
Customer Reviews and Ratings
In today’s consumer landscape, online reviews wield significant influence. Google Business Profile allows customers to leave reviews and ratings, offering social proof of your business’s credibility and quality of service. Engaging with reviews, whether positive or negative, demonstrates responsiveness and a commitment to customer satisfaction, further enhancing your reputation.
Chat with Users
It seems like chatbots are everywhere these days, especially with the evolution of AI. An IPSOS study in 2023 found that 68% of users have interacted with a chatbot. That, combined with the preference for texting over phone calls, means that chat has become table stakes. With GBP, prospects can chat with your business using native functionality of the platform. Google Business Profile offers a comprehensive suite of features to enhance your online presence and engage with potential customers effectively. Through the platform, businesses can showcase their offerings with compelling photos and virtual tours, capturing the attention of audiences and distinguishing themselves from competitors. Additionally, Google Posts enable businesses to stay connected by sharing updates and promotions directly on their profile, fostering engagement and direct communication with customers. Moreover, the platform provides valuable insights and analytics, offering a deeper understanding of customer interactions and enabling businesses to refine their marketing strategies for optimal impact. By leveraging these features, businesses can strengthen their online presence, attract more customers, and drive sustainable growth.
Apple Business Connect
Apple Business Connect is a user-friendly, online platform offered by Apple that assists businesses in managing their locations. Through this portal, businesses can optimize their presence on Maps, Apple Wallet, Siri, and other Apple services, making it easier for customers to locate them. Additionally, businesses can enhance their profiles by incorporating text, images, offers, and events using the Showcases feature. This tool provides a comprehensive solution for businesses looking to improve their visibility and engage with customers effectively.
Business Information Management
Much like GBP, Apple Business Connect allows you to manage vital business information including NAP so that it is accurate and accessible within Apple Maps.
Reviews and Ratings
Currently Apple Maps shows third-party reviews from Yelp. We expect this will change in the near future as Apple begins to collect its own database of reviews. We don’t envision clients and prospects heavily relying on Yelp for law firm recommendations. As of right now, there is no means or custom link to solicit reviews, but again this is something that will likely become available should Apple switch to native reviews and ratings.
Apple Maps Place Cards and Showcases
Think of Place Cards as the face of your law firm on Apple Maps. Here you can display NAP, logo, hours information, and even add photos. An additional feature is Showcases:
A Showcase is a module on the Place Card that allows you to highlight new items, deals or sales, or other promotional content, and include a call to action for a user to select. Showcases are dynamically presented on the Place Card, and they’re specific to a location and time period (for example, 30 days). You can create your own Showcase, or if you’re an Enterprise company, you can have a Third-Party Partner create them for you. (“Configure a Place Card in Apple Business Connect”)
In wrapping up, it’s clear that navigation apps offer a golden opportunity for law firms looking to optimize for local search engine optimization. Leveraging these apps allows you the chance to boost your firm’s visibility, credibility, and client outreach like never before.
