With the addition of Google Places by Google, searching on the Internet has changed profoundly. Incorporated as part of the Google Local, (also known as Google places) businesses can now be found on Google with or without an actual website. Upwards of 80% of Internet users employ Google as their primary search engine. Due to this fact, it is imperative that your business is listed on Google Places.

Local searches are quickly becoming the most common form of web browsing, and Google is even automatically tailoring its search results to local businesses. Using its technology, Google can pull your ISP (Internet Service Provider) and search history to target your local region when conducting almost any search. This is what makes your local business listing so important to initialize and monitor.

Google holds the lion’s share of the search market and they have several basic functions that business owners need to be aware of and utilize. Google Places is one of these functions, and prospective clients may see your Local Business Listing before they see your website.

In that sense, it is arguably more important to post your business listing before you begin construction of a website. The entire process takes less than 15 minutes, and it could generate valuable client leads. At the bare minimum, it will put your firm on a level playing field with competing attorneys in your neighborhood.

The behavior of search engine users continues to evolve every day. One way that users increasingly use search engines is as a local business directory. Local business searches are on the rise and search engines, like Google, are continuously evolving to provide their users helpful and relevant results. This is why Google developed Google Places.

Google Places offers local businesses, like law firms, a great way to get found when people are searching on Google. Google Places listings are completely free for you to use (however, there are paid tags available). However, effectively optimizing, managing, and maintaining your Google Places listing requires some strategy. There are several ways to make your law firm’s Places listing generate more targeted traffic to your website. In fact, Places frequently generate more targeted traffic for local business than regular organic listings in Google.

Most of these optimizations involve claiming your listing and accurately filling in the various fields. However, there are also “off-listing” strategies, like citation building, that can have a significant impact on your firm’s visibility within local results. On the other hand, you want to be careful to comply with Google Places guidelines. Failing to comply with the guidelines may get your listing suspended and removed from local business results.

If you haven’t done so already, the first step is to claim your Places listings. From there, you can optimize your listing by following some basic guidelines. Download this free guide on Google Places for your law firm to learn more.

Google Places Overview

Google Places is revolutionary software that allows visitors to map out any location in the world in a few clicks. Users can get directions to and from locations as well as search for local businesses. The most important property for an attorney or law firm is the “pushpin” feature, which represents the location of a business on top of the displayed map.

The map is movable and the user can zoom in or out to get a better idea of where the business is located. As one clicks on the pushpin with their mouse, the information for the business is displayed. Phone number, address and website URL are included, as well as reviews of the business, if applicable. The URL is live on the listing, which makes the feature very valuable. Basically, Google Places and other online programs and sites are phasing out hard copy directories, such as the Yellow Pages.

For many keyword phrases, especially those involving business-related terms, Google Local Listings will occupy as much as 40% of the visible page for the first set of results. On the SERP (Search Engine Results Page), the Local Listings box dominates the higher section of the page. No matter how well you or an SEO firm optimizes your site for certain keywords, the Local Listings will often still show up above your traditional website.

In the highly-competitive field of law, online searches play a major role in how clients seek out representation. Basic Internet presence is an absolute necessity today, and Google Places is quickly becoming one of the tools that you will have to utilize to make your business presence known. Google has complete control over what is displayed on their search results pages, and recently they have been heavily favoring the Local Listings results for businesses. It is simple to add your business to Google Places and is absolutely necessary in today’s Internet age.

Setting up Your Business Listing With Google Places

Google’s Local Business Center was renamed Google Places in April 2010. Listing with Google Places is free through Google Places; simply head over to the Google Places site to get started. From there, you will need to log-in with a Google Account. If you don’t have a Google Account, it is very simple to set up and you will just need to follow the simple prompts.

After logging in, the first step will prompt you to enter your business telephone number to find out if Google Places already has some of your business information. If so, you will have the option of editing that information. If not, you can then add basic information about your business: including physical address and contact information; your website URL; a brief description of your business; and the category your firm belongs in. A Google Place with your pushpin will be created with the address information that you submit.

There is optional information you can provide as well: Service Areas and Location Settings; Hours of operation, the payment options your business accepts; even the option to upload photos and videos. Before you submit your listing, double check all the information, as it will be viewed frequently and immediately, upon validation.

After you have submitted your information, you will be asked to choose how you would like to validate the listing to prove it is yours. You can choose to be called at the number on your listing or be sent a postcard to the address on your listing. You can specify a different contact name for the postcard option, if necessary. You should definitely choose the phone option, as the postcard can easily be lost in the mail and will take 2-3 weeks to arrive. You then select Finish and once the listing is verified, it’s ready to go!

Listing with Google Places is free, and Google doesn’t accept payment to include particular listings or sites in their search results. They do offer an advertising program called Tags, however. This is a little yellow marker that lets you highlight certain aspects of your business. This feature is a flat $25 per month, which covers one tag, and often Google Places offers the first 30 days free. Google also offers locally-targeted advertising through their AdWords PPC (Pay-Per-Click) program,

Google Local Listings

Google also offers paid listing services with Google Local which will get your business listed with the local maps sections of Google, Yahoo and Bing. And they guarantee that your ad will appear in the Google Places section within 30 days or they will refund your money. However, the service is only available for certain cities.

In addition to listing your business, Google Geotarget performs keyword research to determine the highest relevant volume of local search terms in your geographic area. They then use that information to optimize your listing. They also provide a personalized dashboard which allows you to keep track of how your business listing is performing.

If you choose this route, their basic package price is a onetime $99 fee and includes creation of your business listing, local keyword targeting, Google/Yahoo verification and guaranteed inclusion.

Google’s products and services are continually growing and changing, so it would be wise to stay abreast of the current news in the evolving field of local listings.