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Online Marketing

The Local Search Game

By The Editors

Let’s say you’re an average Joe who needs to find a local lawyer. Finding the right one can certainly be a difficult quest. Where do you start? Many might think a person’s automatic first step would be to ask a few friends if they’ve used a lawyer they can recommend. But according to a new FindLaw survey, consumers are more likely to head straight to the Internet.

Winning at Local SearchThirty-eight percent of people in the 2014 FindLaw survey said they would use the Internet to find a lawyer, compared to 28% who said they’d ask a relative or friend. That’s a big shift from a similar survey less than a decade ago, in 2005, when only 7% said they’d use the Internet and 65% said they’d ask a friend or relative.

The problem there for lawyers? The Internet is such an overcrowded space that the only thing more difficult than finding the right lawyer might be getting found if you’re that lawyer.

Enter the solution: Learning how to win at “local search marketing.”

A New Guide to the Game Rules

So, how can you win the local search game? It certainly isn’t going to be by accident, that’s for sure. And there’s a lot more to it than putting up a website and waiting. To help lawyers master what’s involved, Attorney at Work collaborated with Mike Ramsey to produce our newest book  — Winning at Local Search: The Nifty Guide to Online Marketing for Lawyers.

The term “local search marketing” refers to the practice of gaining visibility in a specific geographic area through search engines and online directories. And there are a lot of pieces that need to be put into place, and maintained properly, to stand out in this new search world. In other words, winning at local search — being found by people who are looking for someone just like you — requires an ongoing level of effort.

Exactly how can lawyers take a seat in the game? According to Mike, if your plan combines these five things effectively, you’ll find yourself well positioned for long-lasting visibility in local search:

  1. Creating local directory listings
  2. Getting online reviews
  3. Building a unique, well-designed website
  4. Earning links, likes and shares
  5. Leveraging paid online advertising

His new book digs down into the details, providing lots of great “how-tos,” detailed explanations and some wonderful resources to arm you with the knowledge you need to ante up and deal yourself into the local search marketing game.

As Mike says, “You already know that Internet marketing for your law firm comes with many challenges. The biggest is simply determining what you need to do and how to get it done in the time you’ve allotted.” Winning at Local Search was written specifically to help you rise to that challenge.

Illustration ©Si-Gal/iStockPhoto.

Categories: Daily Dispatch, Law Firm Marketing
Originally published April 23, 2014
Last updated October 18, 2018
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