Search Engine Results for Lawyers

Gyi Tsakalakis@gyitsakalakis

gt@attorneysync.com

Search Engine Results Page (SERP)

PAID SEARCH RESULTS

LOCAL SEARCH RESULTS

ORGANIC SEARCH RESULTS

Each blue underlined line is a search result that the Google search engine found for your search terms.

The first item is the most relevant match we found, the second is the next most relevant, and so on down the list. If you click the title of any result, you'll be taken to that webpage.

Increasing your law firm’s presence in search engine results pages can help prospective clients find your firm.

Further, there are a variety of things you can do to enhance your listings within search results.

This presentation explores a few of the different result types and some methods for enhancing an attorney’s listings in search engine results.

Anatomy of Search Engine Result Page (SERP):Organic/Natural Results

Traditional organic results.

Local organic search results.

Search engines deliver organic results based upon the relevance and popularity of a page with regard to the user’s search.

Lawyers can’t pay search engines for placement within these results.

However, some lawyers pay search engine optimization (SEO) consultants to help increase their visibility here.

Anatomy of Search Engine Result Page (SERP):Paid Search Results

Advertising lawyers pay the search engine directly of listings here. Some lawyers also pay professional paid search marketers to manage and optimize their paid search results. These professionals advise on bid strategies, ad copy and landing pages to maximize the effectiveness of the paid search marketing campaign.

Anatomy of an Attorney Search Engine Result Listing: Titles

Titles: The clickable title of the search engine result. Titles in search engine results are generated by the html title tag on your pages. A title should accurately describe its corresponding page.

Anatomy of an Attorney Search Engine Result Listing: Descriptions

Descriptions: Make sure your descriptions are truly descriptive. High-quality descriptions can be displayed in Google's search results, and can go a long way to improving the quality and quantity of your search traffic. Consider using calls to action, like phone numbers here.

Anatomy of an Attorney Search Engine Result Listing: Sitelinks

Sitelinks: The links shown below some search results, called sitelinks, are meant to help users navigate your site. Search engines analyze the link structure of your site to find shortcuts that will save users time and allow them to quickly find the information they're looking for.

Anatomy of an Attorney Search Engine Result Listing: Authorship

Authorship: Validating your content with authorship allows authors to see analytics for your content in search, distinguish and validate your content in search results, get more followers on Google+ and help readers discover your other content on the web.

Anatomy of an Attorney Search Engine Result Listing: Review Snippets

Review Snippets: Snippets—the few lines of text that appear under every search result—are designed to give users a sense for what’s on the page and why it’s relevant to their query. The goal of a review rich snippet is to provide users with review information about a specific product or service, such as the star rating (1 to 5 stars) and the name of reviewer(s).

Anatomy of an Attorney Search Engine Result Listing: Video Snippets

Video Snippets: When video information is marked up in the body of a web page, Google can identify it and may use that information to improve our search results. Google recommends using schema.org to mark up your videos. schema.org is a new on-page markup that uses a vocabulary that Google, Microsoft, and Yahoo! can all undertsand. Find out more about schema.org.

Anatomy of an Attorney Search Engine Result Listing: Image Results

Image Search: Search engines use computer vision techniques to match your image to other images in their image index and additional image collections. From those matches, they try to generate an accurate "best guess" text description of your image, as well as find other images that have the same content. Image results target potential clients performing research tasks.

Anatomy of a Search Engine Listing:Personal Results

Personal Results: Some search engines help users find personal results that are relevant to the searcher. With a single search, users can see regular search results, along with all sorts of results that are tailored to the searcher -- pages shared with users by friends, Google+ posts from people users know, and content that's only visible to the user (like private photos). Building social connections can help lawyers greatly expand visibility within personal results.

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