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Local Search Marketing

Local Search is a process to find businesses, services, and information in a geographically specific location.  In the past, local search was a separate function in the search engines.  Searchers seeking local search results had to enter their keyword search phrase into the local search function of the search engine.  Recently, major search engines (particularly Google) have started to return local search results included within the main search SERP.  This means that searchers will get local search results without having to specifically search for them, thus the importance of local search optimization has greatly increased and will continue to increase in the future.

For most law firms, local search is a critical aspect of your online marketing.  Some firms seek clients on a nationwide basis, but most seek clients in specific states, regions, counties, or cities.  Local search optimization seeks to maximize your rankings for specific geographic locations.  Often local search optimization is performed on both a normal website and on a mobile website.

There are many important aspects of local search optimization.  These include local link building, local directories and reviews, proper local metatags, and many more.  However one of the most important local search citeria is geolocation and geotargeting.  The search engines use both geo location and geo targeting in their local search algorithyms .  Geo-location is a process where the search engine can tell where the searcher’s computer is physically located (via IP addresses, etc).  The search engine then uses this physical location to geo-target the results, i.e., return results relevant to the physical location of the searcher. 

In order for your legal services website to be relevant, it must be optimized for both local search phrases and have valid geotargetting data included.

Search engines often have difficulty recognizing address information.  Optimization techniques can be employed on your web site to ensure that geographic locations and addresses are recognized and properly indexed by the search engines.  One of the techniques that can assist in geotargeting is the use of an “hCard.”  The hCard is a standardized microformat that tags each element of your contact information in a manner that allows the search engines to easily and accurately index the information. 

The hCard can be unformatted text or can be formatted in any desireable output.  One common type of hCard output is the “electronic business card.” No matter what the format, the critical portion of the hCard is “behind the scenes” in the standardized microformat code in every hCard. 

As a public service PageOneNow provides free downloadable hCard software that creates electronic business cards. 

Click on this link to download hCard software.

Because of the unique localized nature of many attorney’s practices, localized search optimization is critical to online marketing success.  Most search optimization firms do not understand the business of the practice of law and provide the same type of SEO services to both furniture stores and law firms.  PageOneNow is owned by, managed and staffed with lawyers that understand the legal services business.  PageOneNow realizes the critical importance of local search to law firm online marketing and optimizes its client’s legal websites to meet the needs of local search.