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This is quite possibly the most controversial thing you’ll hear about SEO and paid ads. We believe it may also be the most beneficial.
One who went from barely surviving to getting an 8x return on their marketing investment and the other a 10x return in their first year alone …
The answer is simple: They all made it to the top of Google Maps, and their phone began to ring off the hook.
If not, read on …
Something was off and their impossibly low revenues showed it.
Carlton Smith (who by the way makes his living from doing SEO for lawyers is about to tell you something pretty controversial to his practice).
But … before he does … he asks two simple things of you:
Everything has gone mobile, and if you aren’t highly placed on Google Maps, you are losing massive amounts of business and cold hard cash-to your competitors-every single day.
Carlton’s message is really quite simple: He wants you to know that as an SEO provider for the past 9+ years, he has seen exactly what works, what doesn’t work and everything in between. He’s helped grow sleepy practices into powerhouses of revenue. But he learned along the way that the vast majority of what you spend on marketing is completely wasted.
Why? Let him tell you about this important discovery in his own words:
” … I have reached 3 basic conclusions about what lawyers believe work to bring new business in online and what ACTUALLY works. What follows are my conclusions:”
“The first is that the old adage that lawyers believe half of all advertising works, they just don’t know which half, has never been more true. Lawyers spend massive amounts of money every month on paid ads such as Google Adwords … with costs per clicks of $15, 30 even $100 and have no way of tracking where their money is going. Zero. … or if it’s even resulting in new business.”
“The second,” Carlton says, “is that lawyers have been told if they just do regular SEO and have their site ranked highly organically, that their phones will ring off the hook.”
“The real truth,” says Carlton, “is that 60-70% of all searches occur on a mobile phone or mobile device and that the first place your potential client looks is your Google Maps listing … … In fact Google purposely lists Maps on top of organic listings, so organic listings now have less value than they once had.”
“Many lawyers have a Google Maps listing, but it’s buried on page 2 or 4 and no one ever sees it. Without the ability to see what your practice is all about AND more importantly read reviews about you … all in one spot … they move on to the next lawyer who has this in place. That’s just the cold hard truth.”
“My third observation,” Carlton says, “is that Lawyers are left in the dark and can’t track where their leads are coming from, if they are getting leads at all. What is needed is a way to track every call that comes in and trace it to the source so you know what’s working and what’s not. Law practices today might know that someone sent them a referral. But when it comes to new business coming in from an online source, they simply have no idea.”
So Carlton has meticulously tested these three observations over the past several years and came to the conclusion that:
“Good, hard working lawyers are being left out in the cold, trying to eek out a living because they have no clue how to get ranked in the dog-eat-dog, competitive world of Google Maps.”
“What’s worse,” Carlton adds, “is that many of these lawyers have hired SEO firms and paid massive amounts of money to them and these SEO firms themselves have no idea what it takes to get the lawyers ranked on maps.”
It’s estimated that if you are in the top 3 positions on Maps for the major keyword terms searched by your potential client, you stand to take down 50% or more of the traffic for that keyword.
Compare that with the measily 3-5% traffic you have to share with every other advertiser on Google Adwords. Oh and … pay dearly for the position of that placement.
Once they get to your site, you are lucky if you are converting 1 in 10 visitors to a paying client.
What’s this mean? Thousands down the drain trying to acquire new clients.
Not only does a highly ranked Google Maps listing get 10x or more the amount of traffic as paid ads and organic search results, but it converts for you.
Most SEO firms will promise law firms the moon … or at least a top maps listing and it just never happens. Why? Because ranking highly on Maps is a science. It’s completely different than SEO. It has it’s own set of rules. It’s literally a battle, and the best armed people win. Now once that listing is ranked, we aren’t done. You have to then make sure it stays there AND you must get frequent good reviews to stand out among the other 6 competitors. But if you do this-new clients are yours for the choosing. Those potential clients, searching for services like yours are going to pick you. Your client sees your listing, sees all the review stars, clicks through, reads reviews … Picks up the phone, pre-sold … ready to hire you.
It works and it works very, very well. So well, that you could cut your entire paid ad budget down, and SEO budget and just rely on Maps. But not so fast. It’s not an easy task to get lawyer listings ranked on Maps … and it’s no easy task to keep them there.
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the ebook 3-pack
dominate maps, organic seo & facebook ads
