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That is not to say it is the end of Johnson's career, but it could be that the more defensive role he adopted at Edgbaston could become the norm for him.
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Just like that, your local listing is the first thing most Google users see when searching for your type of business. The carousel hasn’t rolled out for law firms yet, but the direction Google is going indicates that it could happen in the near future. You can see this view by searching for a specific law firm, including its city in the search (example: “specific law firm san diego”). Like the hotel and restaurant listings, this view now shows local results horizontally, and no longer includes the traditional seven (A – G) map results below. In addition to the image, star rating and business name, the carousel placements also include main streets. The fact is, many law firms simply aren’t ready for their local listing to be the first thing online visitors see. Accurate business information, naming and categorization helps Google properly organize your business.


Similarly, if your stated business name is generic, too long or misleading, this could negatively affect your appearance in local results. For now, images don’t play a major role in your initial local listing appearance, but that will change if or when the carousel is implemented for law firms.
Having positive Google reviews is one of the best ways to make your local listing currently stand out on Google.
Last year, a study from Digital Marketing Works found that a high ranking position within the carousel was most often correlated with quality and quantity of reviews. Other factors included time and distance from the location in the search, but by and large, a business’s place within the carousel appeared to be based on reviews. But you shouldn’t wait for the carousel to arrive to get a jumpstart on your online reviews.
Collecting Google reviews now will not only improve your current local rankings, it’ll help you manage the transition to whatever changes Google makes to local results for lawyers. Google is constantly testing, updating and experimenting in order to provide a better user experience.
Check out the continuously updated high-quality news and information, provided by the world's leading experts on business development for attorneys. Local search marketers have been concerned about the impact of Google's Pigeon update on small businesses -- has the search giant taken notice? Many of us, myself included, were not surprisingly vocally critical of the mess that Pigeon left all over the SERPs. Frankly, from my perspective, it didn’t make sense that small businesses were being marginalized in favor of mega-directories. I recently sat down with Gyi Tsakalakis from AttorneySync to compare notes and to evaluate the impact of Pigeon on a small subset of the heavily local, small business market: law firms. We reviewed natural search traffic from 57 different law firm sites and compared average weekly traffic for 6 weeks (post Pigeon and pre Panda 4.1) to a benchmark of average weekly traffic for 8 weeks pre Pigeon.
In the analysis, we frankly ignored the two weeks of data immediately following Pigeon under the (correct) assumption that the results were so zany, unpredictable, and fleeting during that time period. With a few exceptions, the results are spectacularly uninteresting (which in and of itself is an interesting pattern). More importantly, about two out of every three sites saw a traffic change of less than 20% — about par for the course for these smaller sites.
One of the firms which experienced the biggest traffic growth is, in fact, an artless and flagrant geo-spammer. Interestingly, when I reran the numbers, looking at traffic for the four weeks immediately following Pigeon launch, two out of three of the law firm sites saw a drop in traffic. Reading the tea leaves, it looks to me that after a very unwelcome arrival, Pigeon is slowly being rolled back. Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Conrad Saam is the founder and general manager of Mockingbird Marketing (formerly Atticus Marketing), an agency delivering advanced online marketing exclusively for the legal industry. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists.
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Depending on what you’re searching for, you’ll also see price points and business categories that can help guide your research. In fact, you can preview what the carousel may look like for lawyers by searching for law firms in your city. Some listings don’t have reviews, while others have generic business names, like “Personal Injury Attorney Houston Texas.” Some have map images instead of high-quality photos, and some listings have photos that don’t accurately reflect their services.
And while the carousel might not be here yet, those who prepare for it can get a jump start on the competition and maintain strong local search engine traffic in the future. If your business category is wrong, you won’t show up in queries relevant to your practice area. The carousel images are pulled directly from the business’s Google+ page, so make sure that the images you upload to your page would be appropriate to represent your business. And although this can still be somewhat useful, having a nice, full-color photo can make a great first impression for your firm.
When it comes to local search results, preparing for these changes can help you maintain or increase your organic traffic and stay ahead of your local competition. Local search Rock Star, David Mihm, delayed his annual Local Search Factors study to give us a chance to evaluate just what Pigeon had dropped.
Yet, despite all of the talk from Google about the little guys, this is exactly what was happening. As shown in the graph above, more than half of the sites experienced a net growth in traffic — not what I would have expected given the initial expert histrionics around Pigeon. I expected to see a concentration of NAP fakers (law firms are notorious for trying to look bigger by claiming fake locations) getting hit the hardest.
Turns out, there was no common thread (that we could ID) among the biggest winners and loser groups. Anecdotally (at least in legal), we’re seeing 3-packs coming back and 7-packs replacing the 3 packs.


It is also quite likely that law firms run into more spammy NAP issues that your average small business, so the results may not be representative overall. Suffice it to say, I think it would be a shame for small businesses to take the brunt of an algo change, and the limited data here suggest that Google has turned around to reflect this. Previously, he spent 6 years running marketing for legal Q&A site Avvo -- which went from concept to market leader without spending a dollar on advertising (they were really really good at SEO).
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