For family law firms, a fully optimized Google Business Profile (GBP) can be the difference between dominating local search results and being invisible to potential clients. But how can you, as an attorney, determine if your agency or marketing team has truly optimized your GBP when you’re not a local SEO expert yourself?
This guide will break down the essential components of a fully optimized GBP, explain why they matter, and give you a practical checklist to evaluate your current profile. Whether you’ve hired an agency or have an internal marketing team, these insights will help you hold them accountable while maximizing your firm’s local visibility.
Key Indicators of a Fully Optimized GBP
1. Accurate and Complete Business Information
The foundation of GBP optimization starts with ensuring all business details are accurate and complete. Your profile should include:
- Business Name: Matches your legal business name exactly.
- Address: Consistent with all online listings (NAP: Name, Address, Phone Number consistency).
- Phone Number: Local, direct line instead of call centers or toll-free numbers.
- Website Link: Directs to a service-specific page, not just the homepage.
- Hours of Operation: Accurate and regularly updated for holidays or special events.
✅ Action Step: Verify all fields are completed and reflect the most current business information.
2. Primary and Secondary Categories
Categories are critical for ranking in relevant searches. Your primary category should be the most specific descriptor of your services, such as:
- Primary: Family Law Attorney
- Secondary: Divorce Lawyer, Child Custody Lawyer
✅ Action Step: Check that the categories reflect your core services accurately.
3. Service Areas
If you serve clients beyond your physical location, your GBP should list service areas. These areas help expand your local reach in Google Maps.
✅ Action Step: Confirm service areas are added and relevant to your geographic market.
4. Keyword Optimization in Business Description
Your business description should:
- Clearly describe your services and expertise.
- Include location-based keywords naturally (e.g., “Milwaukee family law firm specializing in divorce and paternity cases”).
✅ Action Step: Ensure the description is informative, keyword-rich, and client-focused.
5. High-Quality Photos
Photos significantly impact engagement. A fully optimized GBP includes:
- Professional headshots of attorneys
- Office exterior and interior
- Team photos
- Action shots during consultations
✅ Action Step: Upload high-quality, diverse images regularly.
6. Google Reviews and Reputation Management
Reviews are one of the strongest ranking signals for local SEO. To optimize your GBP:
- Actively request reviews from satisfied clients.
- Respond to all reviews, both positive and negative, professionally.
- Highlight positive feedback by featuring top reviews.
✅ Action Step: Track review frequency and implement a process for requesting client feedback.
7. Regular Posts and Updates
GBP posts allow you to share news, events, and educational content directly on your profile. Consistent posting helps keep your profile active.
✅ Action Step: Ensure your team posts updates weekly, such as legal tips, firm announcements, and community involvement.
8. Consistent Citations and Backlinks
A fully optimized GBP is supported by consistent citations across all directories (Avvo, Justia, FindLaw) and quality backlinks from relevant sites.
✅ Action Step: Audit your citations for consistency and accuracy.