Convert It CEO on Google's Brilliant Local Strategy

It was the Spring of 2004. Martha Stewart was on trial for insider trading, Usher’s “Yeah” topped the music charts, and Google was getting set for its IPO. It was also the first - and last - time I ever bet against Google.

Back then, I had just started an evening business school program. And for my first final, the professor appropriately asked us to write an essay on whether or not Google’s IPO would be a success.

I made the case that the IPO would tank.

Looking back nearly 20 years, how did I get it so wrong?

In short, I failed to understand many pieces of Google’s business model, including its local strategy. Even back in 2004 - that’s pre-iPhone for anyone wondering - Google saw the importance and opportunity in distilling all of the information on the internet into content that was local to its users.

Today, aided by the invention of the ubiquitous smartphone, Google’s localization is so good that 46% of Google searches now have a local intent. The smart minds at Google know that to make their website as valuable to users as possible (read: more revenue for Google), it has to offer hyperlocal information. And they are asking for your help.

Why does Google’s local strategy matter for law firms?

In its quest to “organize the world’s information", Google has invited businesses to claim their Google Business Profile. They don’t charge anything for it…and it's the single most important place your law firm can be found.

Google’s free Business Profile allows law firms and other businesses to:

• Manage their business description and hours of operation
• Post relevant content
• Source reviews
• Link to your website and social platforms
• Interact directly with Google users via messages and calls
• Track search terms as well as how many views, messages, and calls the firm has received from its Profile

Google Search for “Criminal defense lawyer Hammond Indiana”

When Google recognizes a search with local intent, it presents the most relevant Google Business Profiles next to its map, in the top half of the page. And it provides calls to action with links to directions and click-to-call functionality (ideal when searches are performed from a smartphone) right there on Google’s own real estate. 

At Convert It Marketing, we believe that managing a firm’s Google Business Profile should be one of the first marketing efforts a firm undertakes. Even before spending on Google Advertising. Even before building a website. The Google Business Profile legitimizes the firm to Google, and furthers Google’s goal of providing better local search results for its site visitors.

Back in 2004, I bet against Google. And had I invested $1,000 in its IPO, it would be worth more than $53,000 today. Don’t make the same mistake as me - fill out the form below to learn more about the Google Business Profile or click here to download our free guide that explains how to claim, set up and optimize your Profile.