With the movement by search engines toward universal and personalized search, thinking like a local business owner is becoming more important than ever for many law firms. As you know, Google’s local business listings have prime real estate on their results pages. Couple that with the fact that the listings contain phone numbers, addresses, website links, and your location on a map, and appearing here can be stronger than appearing in the natural results below.

Google is also experimenting with paid local business listings. These listings are currently available in select markets.  Optimizing your listing can have significant benefits as far as getting more impressions (how many times your listing appears) and conversions (visitors taking some action to turn into a new lead).  Here is some great information about what to do and what not do when it comes to local search ranking factors.

Gyi Tsakalakis is a co-founder of AttorneySync Lawyer Internet Marketing, and co-authors a variety of lawyer marketing resources.