Recent changes to Google Places add new challenges to securing top search spots

Google has traditionally had measures in place that are designed to determine whether users are searching for local companies and businesses or if they are conducting broader searches. For the most part, though, users wouldn’t be able to tell the difference between local listings and nationwide entries, as they looked nearly identical.

However, the search giant recently made several changes to its portal that provide local companies, such as law firms, with even more exposure. With the new Google Places, organic local listings will be shown above paid entries. Additionally, a map will be shown on the search engine results page that specifically points out the listed company’s geographic location.

The benefits of the new Google Places layout

The new search layout has a number of benefits in comparison to the previous way that local searches were conducted. First and foremost, the new algorithm places local companies ahead of paid search slots, which is perfect for smaller firms without large marketing budgets as it enables them to generate additional exposure without paying extra.

Google Places also lists the name, phone number, address and website link of the appropriate firm. This provides consumers with more information about an organization without even having to click a link or visit its website.

“When correctly set up, your law firm will appear at the top of SERP with your law firm’s name, address, phone number, a link to your website with a pin-point on Google’s local map, showing potential clients where your law firm is located in their area,” said lawyer marketing expert Rene Perras. “In addition, Google Places has added new features, which allow users to get snapshots of your homepage, videos or photos with a click of a button from the search page.”

The new value of the top positions

However, there is one small setback – with up to seven local searches displayed, organizations that aren’t selected to be shown have a much smaller chance of getting on the first page of the search results. As reports from Chitika have noted, the first page receives 94 percent of all search traffic, with the first two slots accounting for roughly 50 percent of the total traffic. There is a clear message here that shows the value of holding a top search engine spot.

“Before, the local listings were grouped together at the top of the page with a map, instead of consuming half of the results page,” explains Perras. “Optimizing for local listings is even more crucial to ensuring that your website will be on the first page of [search engine results.”

How lawyers can ensure that they get premium search spots

As always, Google uses a variety of signals to determine how sites are ranked, and that precise algorithm is largely unknown to prevent people from taking advantage of it. However, the search engine observes aspects such as keyword strategy and physical location to determine which listings get the top spots.

“Google determines who gets listed by using its local algorithm, which is a formula based on multiple variables and keywords. These variables determine who will get the top spot and the prime internet real estate on SERP,” said Perras. “Obtaining the top placement is no easy feat; your competitors are also battling for the same real estate.”

Law firms may want to consult a professional services marketing company to ensure they get the most visibility from their search marketing initiatives.

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