Page 27 - San Antonio Vol 1 No 3
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Strategies to Remain Competitive
The Ugly
While there are things you can control when it comes to your local listing such as cra ing a compelling pro le and auditing your citations regularly, it isn’t always that easy. As local search tra c has increased over the years, so has the number of unscrupulous companies that exploit loopholes in Google’s algorithm.  ese strategies aren’t “black hat” or even illegal, they’re simply easy money. A major loophole in Google’s algorithm is that it gives extra weight to listings that have the search query in the name.
For example, if you search “Immigration Lawyer in San Antonio” pro les with that query string will rank near the top, regard- less of whether they have a website, complete pro le or reviews. O en, when you search the listed address on Google to verify, you’ll  nd an empty o ce building or commercial space. So what happens when you call the number listed? A lead generation company will an- swer, collect the caller’s information and then attempt to sell that information to attorneys in that practice area.
As shady as this seems, it has become com- mon practice in our world today.  is model is exactly how Zillow dominated the real es- tate market. In that industry, a Realtor lists a home for sale, Zillow syndicates the listing to its website, buyers  nd the house online and Zillow sells the lead back to the Realtor.  is strategy generated over $1.3 billion for Zillow in 2018 alone.
Now that we’ve discussed the good, the bad and the ugly of local search, here are some simple strategies to remain competitive.
Most importantly, make sure you “claim” and complete your pro le on Google My Business.  is means having a search term in your title, a detailed description, photos, and any other relevant media.
Secondly, encourage your past clients, col- leagues, and partners to submit reviews on the platform. Regardless of whether you’re competing with a “ghost” pro le or the attor- ney next door, a healthy number of 5 Star re- views will go a long way in helping you secure your next client.
And  nally, do your research when hiring a marketing agency. As an agency owner my- self, I can assure you they are not all created equal! A reputable marketing partner will rely on proven and ethical strategies, not loop- holes to get you results.
HEATHER SCHUCK IS AN AUTHOR, CAREER MAR- KETER AND CO-FOUNDER OF ATTORNEYGROWTH- SYSTEMS.COM. SHE HELPS ATTORNEYS FUTURE PLAN THEIR LAW FIRM AND CREATE PREDICTABLE REVENUE. IF YOU’RE READY TO UNCOVER HIDDEN OPPORTUNITIES FOR YOUR FIRM, VISIT THEIR ON- LINE GROWTH CALCULATOR TO CREATE YOUR PLAN FOR 2019 OR CONTACT HER AT HEATHER@ ATTORNEYGROWTHSYSTEMS.COM.
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