In November 2021, Google rolled out a new algorithm update called the Vicinity Update. This update was designed to improve the relevance of local search results by giving more weight to businesses that are closer to the user.
The Vicinity Update has had a significant impact on attorneys. Some law firms have seen an improvement in their rankings, while others have seen a decline. The update has also had a major impact on the Local Pack, which is the list of three businesses that appears at the top of local search results.
How the Vicinity Update Affects Local Search Rankings
The Vicinity Update has made proximity a more important ranking factor for local search results. This means that businesses that are closer to the user are now more likely to rank higher in local search results.
This is a positive change for users, as it makes it easier for them to find businesses that are close to them. It is also a positive change for smaller businesses, as they are now more likely to rank higher in local search results than larger businesses that are located further away.
How the Vicinity Update Affects the Local Pack
The Vicinity Update has also had a major impact on the Local Pack. The Local Pack is now more likely to show businesses that are close to the user. This means that larger law firms that are located further away are now less likely to appear in the Local Pack.
This is a negative change for larger law firms, as the Local Pack is a valuable source of traffic and leads. However, it is a positive change for smaller law firms, as they are now more likely to appear in the Local Pack and attract new clients.
What Attorneys Can Do to Improve Their Local Search Rankings
There are a few things that attorneys can do to improve their local search rankings and appear higher in the Local Pack. These include:
- Claiming and verifying their Google My Business listing
- Adding complete and accurate information to their Google My Business listing
- Getting reviews from their clients
- Using local keywords in their website and marketing materials
- Optimizing their website for local search
By taking these steps, attorneys can improve their chances of ranking well in local search results and attract more clients.
Overall, the Google Vicinity Update has been a positive change for attorneys. It has made it easier for users to find attorneys that are close to them, and it has helped to level the playing field for smaller law firms.
Here are some additional tips that attorneys can follow to improve their local search rankings:
- Make sure your Google My Business listing is complete and accurate. This includes including your business name, address, phone number, website, and hours of operation.
- Get reviews from your clients. Reviews are a valuable way to show potential clients that you are a reputable business.
- Use local keywords in your website and marketing materials. This will help your website and marketing materials show up in local search results.
- Optimize your website for local search. There are a number of things you can do to optimize your website for local search, such as using local keywords, adding a map to your website, and creating a Google My Business listing.
By following these tips, attorneys can improve their chances of ranking well in local search results and attract more clients.
