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Staying relevant in Google search: the search results have changed

RICHARD WEINER
Technology for Lawyers

Published: September 23, 2016

A few months ago, Google’s search engine front page underwent an underpublicized, but very important, change that affects how all businesses come up during a search.

These changes have a particularly powerful effect on what potential clients see when they are searching for a law firm, especially if that firm is paying for hits.

Basically, the search page went from displaying seven hits on a query in the upper right hand of the results page to displaying only three hits, called a “snack pack.” The new algorithm also changed in other ways, particularly in how the search result display was vastly simplified.

For instance, the old display listed the firm’s address and telephone number; the new display does not list those. Website URLs were displayed before. Now they are not. Clicking on the result used to bring up the firm page. Now, that click brings up a list of competitors. And there is more.

In short, if you haven’t changed the way you are listed on Google recently, you will not be getting optimal results—in fact, the results could be the opposite of that.

So here is what you have to do, like now.

First, google your firm and verify everything that is listed on the return page. You want to see what other people see when your firm is googled. You will have the opportunity to verify that the page belongs to you, so do that.

Next, go to the firm’s business profile and make sure that every single field is filled out. That includes name, practice areas, all contact information, web address and more, including reviews.

It is very important to request and post as many positive reviews as possible.

The next thing is to increase your visibility in the Google algorithm by embedding certain kinds of links on your page. In particular, reference legal-specific directories, social profiles, guest blog posts, collaboration with other businesses, advertising opportunities and connections (citations) to other business listings. And, of course, reviews.

Citations are important. Go to the website Yext for help with this. Keep links local if you’re a local firm. In particular, list on AVVO.

So that’s a start. You can google “law firm SEO” if you would like a more detailed overview, and you probably should do that.


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