Attorney Local SEO Tip: Here’s Why Your Law Firm’s Citations Aren’t Working | Law Firm Marketing

By | October 3, 2019

Hey everybody, Andy Stickle here. Just wanted to record a quick video because I’ve been getting a lot of people
recently contacting me, and asking me, “How do I get into the google maps?” And what we are looking at right here,
this is the google maps for the term ‘DallasPersonal Injuries Lawyer.’ So, this maps section is very
important because a lot of times, people treat this just like the yellow pages. So, they’ll search ‘Google personal injury
lawyer’, ‘Google car accident lawyer… They’ll search ‘Dallas car accident lawyer,’
or ‘Phoenix car accident lawyer’, ‘DUI attorney’ or whatever
it is their searching for. And a lot of times, a decent
percentage of phone calls are going to go to these
three listings right here. And usually what it comes down to is,
the number of reviews… Actually, it usually comes down to the
rating followed by the number of reviews. So, in this instance, because all of these
firms have 4.5, 4.9, 4.6, that’s pretty similar. It’s usually going to come down to the
number of reviews, 101 reviews might win. I don’t know. Sometimes if you get too many reviews,
I found that, you know, you almost seem like a mill and
some people might not like that. But, you know, that’s important. But, anyway, how do you get in these maps? That’s something that’s very important. So, I want to show you this right here. And this is straight from Google. You can see it’s ‘’. Improve your local ranking on google. Now, there’s a very important
part to this, the bottom of this. How google determines local ranking. So, there’s a couple of things. So first of all is relevance. Relevance basically means,
how relevant are you to the topic. And actually, they say it right here. Relevance refers to how well a local listing
matches what someone is searching for. So, for example, if someone
searches for car accident lawyer and you are a DUI attorney
that doesn’t make any sense. But, if someone searches car accident
lawyer and you’re a car accident lawyer, then that’s relevant. So, there’s a tonne of ways to become more relevant, and that’s for another video. But, you can probably look back
on some of my other videos and see exactly how to
become relevant for topics. And mostly it’s basically just making sure
that you thoroughly cover a subject, and you include all of the
actual keywords on there and latent semantic indexing
words, and all that stuff. There’s a website called
that I use all the time. It’s I have some tutorial videos on this that
show exactly how to use this software and it makes a big difference when you can do this. And here’s a quick video that shows how to use it. The second thing is distance. Now, I also created a video talking about
why Google is treating lawyers like pizzas. And that directly addresses
this distance issue. So, basically what’s happening is that, if you’re… The example I’m using is Dallas. Dallas is a pretty big area. So, if you’re on the North side of Dallas and
you search for Dallas personal injury lawyer, you’re going to get a different set of results
than if you’re on the south side of Dallas. And the reason for that, is because
Google is using searcher proximity, or whose closest to the result. Or basically what it’s doing is its returning
results that are closer to the searcher. Which is stupid because I have a lot of clients
and not a single one has ever told me that, “Oh yea, a client hired me
because I was closest to them.” It’s just dumb. If you want a pizza, you want
the closest pizza place. If you want a lawyer,
you want the best lawyer. Now, the third and final thing is prominence. And this something that
refers to business citations, local citations, different things like that. But we discovered something very
interesting recently about these citations. And we’ve seen reports on this and then
we actually tested this out on our own and we found this to be true. Basically, prominence means
other websites that list your website, that have all of your information. So, for example I’m going to
show you two different law firms and I’m going to let you kind of
see what the difference is. So, these are both for the searches
‘Dallas personal injury lawyer.’ Now, this is a guy and I don’t know
who either of these firms are. I mean I know who they are,
but I don’t know them, I don’t have any affiliation
with them whatsoever. So, here’s a guy, his name is Jerry D. Andrews, PC. Now what I’m looking for
is his level of prominence. Now, prominence, like I said, is citations. Citations are basically business listings. So, for example, Four Square, Super Pages,
Info Group, Yellow Pages, White Pages, Facebook, City Search, Insider Pages, all these… Yelp. These are all considered citations. And the more of them that you have,
the more relevant Google thinks you are. But, there’s one thing that is more
important than the number that you have, and that is the number that
google has indexed for you. And basically, what indexed means is
when they actually store it in their algorithm. So, for example let me show you this. This is the Moz Local search, and you can
go to Moz Local and search your listings. You can also go to Google and
search all of your information. So basically, what I did is I took Jerry D.
Andrews, PC 3030 Lyndon B Johnson Freeway. Basically, his address and his name
and I put him in Google. And I want to see, how many citations or
business listings actually show up in Google when I search for him. So, this is what I’m searching for,
and keep in mind this guy, he is number two on page two for the
keyword ‘Dallas personal injury lawyer.’ So, he’s not getting phone
calls for this keyword. It’s just not happening. So, what I did is that I searched his information. Now let’s see, we got, we got, Manta is a citation, Super Lawyers is a citation,, b2byellow pages, lawyers can help, I don’t know if that’s a citation,
I guess that kind of is, Ezlocal, Merchant Circle. So that’s all the first page. And then let’s see, we got global health
homes, yellow pages, and actually, I’m sorry, these are not even the same guy. Because this is the Lee Law firm, Paul Clevenger,
Dallas Attorneys near me, John Lilley. So, basically, he’s got about
nine listings on the first page. So, let’s see. One, two, three, four, five, six, seven, eight, nine. Cerebral Palsy Lawyer, I don’t know what that is. The other weird thing is that… Okay, yea never mind. So, he’s only got nine listings on the first page. Now, let’s look at his Moz Local. Now these are like Four Square,
Super Pages, Info Group, and none of these were on the first page,
Localeze, Factual, City Search, Insider pages. Now if I open these up in a new tab,
just look at this real quick. I’m just going to open a few of these. I’m going to do an index search. The way you do that is that you
just do ‘site:’ in front of any URL, and that will tell you if
the URL is indexed in Google. Now you see right here,
I did site, then I did the URL. Your search blah, blah, blah did not match
any documents, so this page is not indexed. Here’s another one, Super Pages, site. And these are major citations. Four Square and Super Pages are major citations. This one’s not indexed. Here is Neurstar Localeze, site, colon. Not indexed. Let’s see, Factual, site, colon. Not indexed. So, these are the major aggregators,
and they’re not showing up. Now, when I look at the number one listing
in Dallas, and that is the Barber Law Firm. See here we’re back to page one, Barber Law Firm. And let’s see, 3102 Maple Avenue,
Dallas, Texas, blah blah blah. So, now when I look at that same
report for the Barber Law Firm… now keep in mind their
stuff is not totally indexed but they’ve got some stuff that’s indexed, so let’s look at a few here. Let’s look at these three. Super Pages, remember Super Pages
was not indexed for the other guy. Let’s see if it’s indexed for these guys. It is indexed. So, you see right here, there’s the
link right there to the Super Pages. Let’s say Neustar Localeze. Okay, this is not indexed. Let’s look at City Search, remember
City Search was not indexed. And I’m not saying everything is going
to be indexed, but this is indexed as well. Now, when I search the Barber Law Firm
and I put their address in here, 3102 Maple Avenue, Dallas Texas, 75201. Let’s look at how many citations
they have that are actually indexed. Not how many they have, but
how many are actually indexed. So, we’ve got one, two, yellow pages, ARP,
Super Pages, Super Lawyers, Univision, here’s their website and then we’ve
got a few that are on their website. So that’s like seven on page one. Here’s some more of their website,
more of their website, Fine Law,, Yahoo. Now we’re on page three. White pages, City Search, Better Business Bureau,
Top Choice Awards, Top Insurance Companies, I don’t know what that is but I guess it’s a citation. LinkedIn, Locality, Manta, myezbz, Get Fav. As you can see, their so much more prevalent, and so… I mean they still have, let’s see,
here’s their Yelp page. So, they just have so many
more listings that are indexed. And basically, what we have found is that, and actually, I didn’t actually make
this discovery but we verified this because somebody
else made this discovery and we verified it by looking at our own data. What ends up happening is
when you create these citations, when marketing companies create these
citations, they typically outsource the work. I know that we don’t do our own citations,
we outsource our citations. So, what happens is, you provide the NAP, which is the name, address, phone number
to the company that’s doing the citations. And then they’re going to
want your website address. And then they typically want
a description of the business. Now, the description of the business is where
I think a lot of people run into their problems because if you have the
same description on every page, Google doesn’t index every single page
because they see it as duplicate content. So, what we’ve seen and what
we’ve seen as we tested is that if you use a different
description for every citation and you don’t recycle content in your citations,
then you get more pages indexed. And when you have more pages indexed,
you’re more prominent. And when you’re more prominent,
you’ll rank higher. So that’s something to look at. So basically, if you’re not ranking
very well, try doing that search. Enter your name and your address and
your phone number and see what comes up. And then also go to Moz Local, I think it’s just and click check my listing. Enter your business information and
then just start pulling those listings and seeing if their indexed. Because if you’re having trouble ranking,
this could be a big reason why. So, I hope this tip helps. It’s something that as soon as
I discovered it I was like, Wow, this is something that
most people don’t think about. Cause everyone says build citations, but nobody says make sure
that your citations are indexed. So, it’s just something really to think about. We use a company called Web 20 Ranker
to help us with our citations. Their citations get indexed really well. So, if you need any help they’re
a good company to go with. They don’t do all the stuff, basically
they can help you with citations. Or if you need help,
let me know and I can kind of point you in
the right direction for the citations. So, hope this helps and
I will talk to you guys soon.

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