The Vicinity Google Update: 3 #DYKs
Google released a new update in December. Nicknamed Vicinity, this Google update is targeted at ranking in local search results. If someone searches for information in Google, local search results are displayed in Maps and Search, so people can find a business or service ‘near me.’ To improve your law firm’s local ranking - and get in the holy grail ‘Map Pack’ - it is important to build and enhance your firm’s online visibility so potential clients can find you. The Vicinity Google update confirms Google’s commitment to helping their users find local businesses to solve their problem - and to stop marketers from keyword stuffing and other black hat tactics to artificially increase the rank for their business.
In announcing the new update, Google provided guidance to help businesses understand the new ranking factors and how to improve their local ranking on Google. And that guidance led directly to the Help section of Google Business Profile, formerly Google My Business.
3 Google Vicinity #DYKs
1. Claiming, optimizing and updating your Google Business Profile is the #1 way to help your law firm improve rank in local search results. Once your profile is claimed,
Complete all relevant sections of your profile.
Make sure that all of your data - in particular, NAP info (Name, Address and Phone Number) - are accurate and consistent with your website and other online profiles.
Submit your profile to be verified by Google either by phone or by mail.
Add your opening hours.
Read and respond promptly to all user reviews.
Add your business logo, photos and videos to your profile.
Provide FAQs to answer your most frequently asked questions.
List and explain your services.
Post regular updates to your profile.
2. Google updated the Local Pack, aka Map Pack, design when it rolled out the Vicinity update. The old design has been in place since 2015 and displayed 3 results below a map. The new Local Pack results return a list of 3 results on the left with a map on the right.
3. The Vicinity update did not change the Google algorithm - but it did change search results, rank and a change in traffic for many businesses. This is because Google is paying attention to what their users want to see in Search results, and what they don’t want to see - Search results with businesses that don’t match their criteria, but created profiles trying to beat the Google Algorithm.
What The Vicinity Update Means for Law Firms
User experience is key to Google - if Google users aren’t happy with Search results, they’ll use another search engine! Creating accurate, relevant content on your website and blog, and managing your Google Business Profile are key to helping people and search engines understand your law firm, and how you can solve their legal problem. If you want to boost your online visibility and increase your rank, focus on user experience.
Your law firm’s SERP results (Search Engine Results Page) should be based on the quality and accuracy of your content - not by black hat marketing strategies.
Read More About Google Algorithms and Rank:
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