If you want your law firm to appear in a high position on local search results, you’ll need to understand what a map pack and Google Business Profile is, including how to optimize your business’s online presence to rank higher on local searches.
What Are Map Packs?
When someone provides a generic local search term, such as ‘lawyer near me’, ‘tax attorneys’, or ‘will writing services’, it’s likely that multiple law office options will show up. This adds diversity to a broad search term, giving users plenty of local business options. This list of local businesses is known as a ‘map pack’, or Google Map pack.
Businesses like law firms want to appear at the top of this map pack whenever a user searches for a term their firm practices in. Being at or near the top of the list increases the chance that a user will consider, and select, your practice first from the search results.
Map Pack SEO for Lawyers
As the name implies, Map Pack search engine optimization (SEO) involves optimizing a business to rank higher on the Map Pack results. In other words, they are strategies to put your law firm as high on the list as it can go, which boosts your online presence and can bring in more clients to your practice.
The Benefits
When a law firm is at the top of a list of competitors, it indicates that you’ve put time and work into establishing your business online and in person. You’ll likely have a lot of great reviews to sway uncertain users into hiring you, and all of your information is easily accessible. This translates to digital marketing success and more clients walking through your doors.
How to Optimize Your Law Firm’s Map Pack Ranking
There are a few ways to increase the chances that your law firm will appear first on a map pack, most of which involve optimizing your Google Business Profile. Thankfully, Google My Business (or a Google Business Profile) is a free service, allowing your law practice to shine.
Google My Business Listing
The first step to improving your ranking on Google Maps, the map pack, and in general is to optimize your Google Business Profile. Ensure that all of your law firm’s information is as detailed as possible, even regarding optional text fields. Ensure the law firm’s address is accurate and fully spelled out. Link your law firm’s website if you have one (if you don’t, make one). Ensure that you have the correct business category selected (such as law firm, attorney, or legal services). Be certain to answer any questions users post to your profile, as well as allow and respond to direct messages. Upload plenty of photos of your legal team and firm’s location.
Law Firm Reviews
Ensure that your law firm encourages reviews whenever possible. Businesses will rank higher depending on how many reviews they get, particularly good ones. Your law firm will also need to respond to both good and bad reviews promptly; this can boost your business’s profile ranking. It also shows you care about the quality of services you’re providing to your clients.
Online Presence
You’re more likely to rank higher on a map pack if your business is present online. Create active social media accounts for your law firm wherever applicable. Input your information on any online directory or review website such as Yelp, Yellow Pages, or TripAdvisor. Boosting your online presence is great for any digital marketing strategy, especially for map pack SEO.
On-Site Local SEO
You need to apply local SEO strategies on your law firm’s website. Local SEO for lawyers looks like location-relevant keywords (think ‘lawyer near me’ or ‘lawyer in San Diego’). It’s also a good practice to input location information on as many website pages as possible (even if it’s merely a simple contact blurb at the bottom). Tailor your website to include information about your local law firm, such as your legal team, the address, and general location, including testimonials you may want to display.
Digital Marketing and SEO
A digital marketing or SEO company can assist with optimizing your Google Map pack and your on-site SEO. This can ensure the optimization work is done accurately and thoroughly so you can focus on your law practice. Many businesses aren’t entirely technology savvy and prefer to outsource or hire teams to do marketing work, which can be a smart move for quicker results.
Conclusion
A Google Map pack shows a list of local businesses when a user searches for a broad business query in Google. Ranking the highest on a map pack can make a user more likely to interact with and visit your business specifically. Optimizing your business profile with detailed, unique information can improve your map pack ranking. Additionally, growing an online presence is another key strategy for Google Maps ranking.