Location Sensitive Advertising and Local Search

Google, Yahoo, Bing. How many times do you use one of these search engines every day? Yet many law firms miss out on this great (and often free) way to advertise. If you are spending marketing dollars on print media and not using the Internet to expand that reach, you’re leaving dollars on the table. Even if you have no marketing budget to drive referrals, you can claim your local listing and use Internet search engines to funnel more client traffic in your front door.

How and where to do this? Read on.

Local Search

Local media experts BIA/Kelsey estimate that by 2014, spending on digital local advertising will be $38 billion. This is because consumers now do their initial research online, even for products and services they intend to purchase locally. In 2009, there were more than 2 billion local searches monthly. Local businesses can no longer afford to ignore their Internet presence.

Local Listings: Get Them For Free

Google and other search engines add a “local listing” box of information to search results when it makes sense for the term being searched. So a search for “lawyer in Chicago IL” will display a map and list of local businesses related to that search. That’s where you want to be. Setting up your listings is fast, easy and … wait for it … free.

Where Do I Sign Up?

Google’s Local Business Center has just changed its name to Google Places. The site does a nice job of explaining exactly how to set up your business listing. Google Places, Yahoo Local and Bing offer a quick form that registers your business and makes you eligible to appear in search results.

When filling out your listing, keep these tips in mind:

• Always use the exact name of your business in the “Business Name” or equivalent field, and use it the exact same way every time you sign up for an online directory. For example, if your firm name is “Power Rogers & Smith, P.C.” type it in exactly like that, not “Power Rogers and Smith Law Firm” one time and “The Law Firm of Power Rogers & Smith” the next. The search engines will reward your consistency.
• Describe your business in plain terms within the “Business Description” or equivalent field. “Chicago Truck Accident Attorneys Power Rogers & Smith” not just “law firm.”
• Include your address, web site, and phone number.
• Encourage people to “review” your business by posting the link on your site. Google rewards profiles with user reviews.
• Add photos and YouTube clips to your profile.
• Consider using the free coupon feature to drive traffic.

In all, the more detailed your listings are, the more likely your business will appear in local search results.

Geo-targeted Advertising

Supplement your organic local listings with location-specific pay-per-click advertising. When you turn on geo-targeting, you can specify a state or town and your ad will appear only to searchers who specify that area or whose IP addresses are located there.

The more relevant directory, portal and PPC listings your business has, the greater the opportunity for potential customers to find one of them. Spending an hour setting up local listings and doing a locally-focused PPC ad campaign could mean the difference between a client finding you versus them finding your competition.

Related posts:

1. Basics of Local Search in 7 Days, Day 4: Google Places, Bing Local, Yahoo Local
2. Local Search Marketing: LinkedIn and Local Search
3. Local Search Engine Marketing: The Basics
4. The First Free Step in Marketing Your Law Firm Online: Local Search
5. Preparing Your Site for Local Search