1. Search Engine Results for Lawyers
Gyi Tsakalakis
@gyitsakalakis
gt@attorneysync.com

2. Search Engine Results Page (SERP)
Each blue underlined Increasing your law firm’s
line is a search result presence in search
that the Google PAID SEARCH engine results pages can
search engine found RESULTS help prospective clients
for your search terms. find your firm.
The first item is the LOCAL SEARCH Further, there are a
most relevant match RESULTS variety of things you can
we found, the second do to enhance your
is the next most listings within search
relevant, and so on results.
down the list. If you
click the title of any This presentation
result, you'll be taken ORGANIC SEARCH explores a few of the
to that webpage. RESULTS different result types and
some methods for
enhancing an attorney’s
listings in search engine
results.

3. Anatomy of Search Engine Result Page (SERP):
Organic/Natural Results
Local organic search results.
Search engines deliver
organic results based upon
Traditional organic results.
the relevance and popularity
of a page with regard to the
user’s search.
Lawyers can’t pay search
engines for placement
within these results.
However, some lawyers pay
search engine optimization
(SEO) consultants to help
increase their visibility here.

4. Anatomy of Search Engine Result Page (SERP):
Paid Search Results
Advertising lawyers pay the search engine directly
of listings here. Some lawyers also pay professional
paid search marketers to manage and optimize
their paid search results. These professionals advise
on bid strategies, ad copy and landing pages to
maximize the effectiveness of the paid search
marketing campaign.

5. Anatomy of an Attorney Search Engine Result Listing:
Titles
Titles: The clickable title of the search engine result. Titles in search engine results are
generated by the html title tag on your pages. A title should accurately describe its
corresponding page.

6. Anatomy of an Attorney Search Engine Result Listing:
Descriptions
Descriptions: Make sure your descriptions are truly descriptive. High-quality descriptions
can be displayed in Google's search results, and can go a long way to improving the quality
and quantity of your search traffic. Consider using calls to action, like phone numbers here.

7. Anatomy of an Attorney Search Engine Result Listing:
Sitelinks
Sitelinks: The links shown below some search results, called sitelinks, are meant to help users navigate
your site. Search engines analyze the link structure of your site to find shortcuts that will save users time
and allow them to quickly find the information they're looking for.

8. Anatomy of an Attorney Search Engine Result Listing:
Authorship
Authorship: Validating your content with authorship allows authors to see analytics for your content
in search, distinguish and validate your content in search results, get more followers on Google+ and
help readers discover your other content on the web.

9. Anatomy of an Attorney Search Engine Result Listing:
Review Snippets
Review Snippets: Snippets—the few lines of text that appear under every search result—are designed to give
users a sense for what’s on the page and why it’s relevant to their query. The goal of a review rich snippet is to provide
users with review information about a specific product or service, such as the star rating (1 to 5 stars) and the name of
reviewer(s).

10. Anatomy of an Attorney Search Engine Result Listing:
Video Snippets
Video Snippets: When video information is marked up in the body of a web page, Google can identify it and may
use that information to improve our search results. Google recommends using schema.org to mark up your videos.
schema.org is a new on-page markup that uses a vocabulary that Google, Microsoft, and Yahoo! can all
undertsand. Find out more about schema.org.

11. Anatomy of an Attorney Search Engine Result Listing:
Image Results
Image Search: Search engines use computer vision techniques to match your image to other images in their
image index and additional image collections. From those matches, they try to generate an accurate "best guess" text
description of your image, as well as find other images that have the same content. Image results target potential
clients performing research tasks.

12. Anatomy of a Search Engine Listing:
Personal Results
Personal Results: Some search engines help users find personal results that are relevant to the searcher. With a single
search, users can see regular search results, along with all sorts of results that are tailored to the searcher -- pages
shared with users by friends, Google+ posts from people users know, and content that's only visible to the user (like
private photos). Building social connections can help lawyers greatly expand visibility within personal results.

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