Local search engine optimization (SEO) can help your personal injury law firm get the attention of highly qualified leads in your area. Paid ads provide a way to improve your local presence and capture the attention of the right clients. Particularly, Local Services Ads or LSAs can help your firm get on the radar as prospects look for guidance with their personal injury cases in your geographic area. Keep reading to learn more about the importance of local services ads for personal injury lawyers, how they work, and how they can be set up:
What to Know About LSAs
Google LSAs are advertisements shown at the top of the search results page whenever somebody looks for certain local services. These ads appear above other search results like Google Maps local results, Google Ads, and organic search results. Searches for specific keywords trigger these ads. Google chooses these searches specific to your location and type of practice.
Local services ads may include the name of the firm, review rating, headshot, opening hours, contact number, opening hours, and the area the firm serves. You can’t control how such ads appear or which keywords you wish to target. The ads feature a Google Screened badge that indicates your firm has been verified by Google as qualified to provide the desired legal service. Such a badge will stay on your ads for as long as the listing is paid. LSAs a pay-per-lead ads. Thus, you just pay for leads directly triggered by the ads, leading to a message or phone call to your firm.
LSAs and SEO
LSAs do not replace SEO. Rather, they can be a great addition to our digital marketing strategy. Both strategies can work well together. People trigger LSA listings for law firms whenever they look for a certain legal service in their specific area. For instance, when a person searches for personal injury lawyers in Dallas, LSAs for personal injury lawyers in the city will appear at the top of Google search results. This means that the ads are designed for users searching for services they may pay. But if a user is still in the stage of collecting information in their legal journey, such ads won’t appear. Users may be aware of their legal issues but may not be ready to work with an attorney to help solve them.
If users input questions like what to do after a slip and fall injury in Maryland, Google will not deliver such same LSA search results. As search results are more organic, SEO comes into play.
If the content of your law firm’s website addresses related keywords and questions that users input, the website may appear on the results page. When SEO-optimized, website content can help funnel more of such users to your site. These are users who may become your clients.
Benefits of LSAs
Local service ads rank above other search results like paid ads. Having a solid online marketing strategy allows your firm to rank on one search result page many times. It can rank in the LSA paid Google ads, the Google Maps pack, and within organic search results. Appearing several times within the same search results increases the chance of possible clients reaching out to your firm.
The LSA’s Google Screened badge is another great benefit. This badge can offer credibility to your personal injury firm and give prospects more confidence about messaging or calling you and using your legal services. The LSA gives a user plenty of information regarding your law firm with only a quick glance.
Local services ads deliver value for money. You only pay leads the ads directly generate. Such leads are highly convertible and prepared to act.
