Understanding Why Local Listings Matter for SEO

According to a report from Google’s Consumer Insights, 76% of people who conduct local searches on mobile phones visit a physical place within just 24 hours. The report also states that 28 percent of these searches result in a purchase. Optimizing local listings is essential for any business that is looking to succeed in today’s complex and highly competitive online marketplace. Today’s blog will discuss why local listings matter and show you how to optimize yours for maximum success.

Key Components of Effective Local Listings

“Google won’t rank what it can’t trust. If your local listings are inconsistent, your local visibility is likely to take a hit,” says Bill Fukui, a Washington, DC-based marketer with MedShark. But first, what are local listings? To understand that, we need to explain what SEO is and how it fits into your business marketing strategy. SEO, or search engine optimization, is the process of improving your business’s visibility and ranking on search engine results pages (SERPs).

A SERP is the page displayed to users when they look up a query on their device. The most popular is Google. In this regard, local listings are search results that provide detailed information about businesses located near the searcher or within a specified area. For example, someone may look up “law firms near me” and receive a list of nearby services.

The results will often be a mix of online business profiles that provide your business’s details, including but not limited to its name, address, phone number, and hours of operation. You need to optimize these profiles to capture local searches and ensure that information is consistently displayed.

For law firms, a Google Business Profile is likely the most important listing because of its extensive integration into Google Search and Maps. Other examples include:

• Yelp 

• Avvo

• Justia

• Findlaw

• Lawyers.com

Here are the key components of a basic local listing:

• Your official business name as it appears on signage and official documents 

• The physical address of your business 

• Its associated phone number

• The website URL 

• Hours of operation 

• Business category

• Photos 

• Reviews and ratings 

• Description 

• Map Location

• Email or Messaging option 

• Social media links 

Strategies to Optimize Local Listings

Now that you understand what local listings entail—and the platforms most relevant for law firms—how can you optimize them? Here’s what you need to know: 

• Regular updates

It's more than just filling in the required information on your online listing profile. As your venture changes and evolves, so should the information on your profiles. Imagine a potential customer following directions to an old address or calling an out-of-service phone number.

• Engaging visuals

Images and videos give potential customers a tangible presentation of what you offer. The visuals will often be the first thing that people notice when they visit your profile. So be sure to add engaging and high-quality images.

• Review management

When a potential customer finds good reviews on your local listing, they’ll definitely feel more confident in choosing your service. Reviews act as social proof that people are more likely to trust. Negative reviews can have an adverse effect on your business when handled improperly. To stay safe, respond to them honestly and professionally.

Beyond Listings: Expanding Your Local SEO Efforts

By now, you understand the importance of local listing optimization to succeed in online marketing. But this alone is seldom enough. To truly succeed, you must expand to improve your overall online presence. Here are a few tips to keep in mind:

• To attract relevant local search traffic and target local keywords, start by conducting extensive keyword research, which will help you identify the most suitable phrases to use.  Consider creating localized blog content and landing pages to capture your local audience.

• Implement local schema on your website to help search engines like Google better understand and display location-specific content in search results.

If your business operates in multiple locations, consider creating dedicated location pages with embedded Google Maps for a more localized experience.