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Local Search Engine Optimization Analysis of “Calgary Lawyers”

An analysis of the top ranking website in Google’s search results for the term “Calgary Lawyers”. Why does Kahane Law Office rank in the top positions for multiple legal terms? I’ll discuss a few potential reasons.

Transcript

Hi and welcome to another episode of Under the Microscope. My name is Calin Yablonski. This is a short web series that we’re putting together where we take a look at a different location specific keyword in each episode. Today we’re going to look at the keyword Calgary Lawyers and the businesses that are ranking in the first few positions in Google search results.

Let’s jump right in and get started. I’m going to search for the keyword Calgary lawyers and what we’ll do is scroll past the Google ad words ads and even we’re going to skip right pass this two organic listings. Those aren’t something that we’re going to talk about today and what we’ll see is Google local search results. Again the local search results typically include the business name, a URL, a star rating, a link to their Google Plus business page and the business location information and telephone number.

Now today I’m not going to take a look at the website in the first position. I’m actually going to jump down one position and look at the business Kahane Law Office. The reason I want to take a look at Kahane Law Office is that they rank for a wide variety of Calgary related legal terms. If I were to scroll back up to the top and search for real estates, Calgary Real Estate Lawyers, what we’ll notice is the Kahane Law Office in the first position as well as if we are to search for something like Calgary Wills Lawyer. You’ll notice that again they are ranking very highly in Google local search results. You might be wondering to yourself how does Kahane Law rank for all of this different terms.

To go back to the local search results, it starts with how they’ve optimized their Google Plus business page or more accurately their Google My Business page. This is their Google Plus Business page and what’s important to note here is this little check box and when you hover over it, it will say verified local business and what that means is that Kahane Law Office has gone through the process of confirming and verifying their Google My Business account. Now once you’ve done that, you’ll automatically have a Google Plus Business page created which is what we are looking at right now. You also have the opportunity to style your page so they could put in a nice logo here as well as potentially a photo of their office or a picture of their team and you can customize additional items like your websites URL, your address, your telephone number and most importantly you have the opportunity to customize your category.

To go back to the local search results, it starts with how they’ve optimized their Google Plus business page or more accurately their Google My Business page. This is their Google Plus Business page and what’s important to note here is this little check box and when you hover over it, it will say verified local business and what that means is that Kahane Law Office has gone through the process of confirming and verifying their Google My Business account. Now once you’ve done that, you’ll automatically have a Google Plus Business page created which is what we are looking at right now. You also have the opportunity to style your page so they could put in a nice logo here as well as potentially a photo of their office or a picture of their team and you can customize additional items like your websites URL, your address, your telephone number and most importantly you have the opportunity to customize your category.

To go back to the local search results it starts with how they’ve optimized their Google Plus business page or more accurately their Google My Business page. This is their Google Plus Business page and what’s important to note here is this little check box and when you hover over it, it will say verified local business and what that means is that Kahane Law Office has gone through the process of confirming and verifying their Google My Business account. Now once you’ve done that, you’ll automatically have a Google Plus Business page created which is what we are looking at right now. You also have the opportunity to style your page so they could put in a nice logo here as well as potentially a photo of their office or a picture of their team and you can customize additional items like your websites URL, your address, your telephone number and most importantly you have the opportunity to customize your category.

We can see for Kahane Law Office, the category that they have selected is law firm. When you go to create a Google My Business account, just remember that selecting the category that’s most appropriate for your business is extremely important. It sends a signal to the search engines saying that yes we are a business within the specific business category. That’s the first reason why Kahane Law is ranking as highly as it is in Google search results and when I say ranking highly you can see that their Google Plus local listing has almost 300,000 impressions. That’s a ton of views to get for a listing.

Let’s jump over to their website and take a look at how it’s structured because there are a couple of really interesting items here that I wanted to touch on. If we just do a quick scroll through the website, you’ll notice that really there isn’t anything special about the structure of the website. Yes, they have some content, they have some videos, a call to action for their consumer choice awards and then they have links to all of their internal pages. Now what I found really interesting about the Kahane Law Office website is this section right here called areas of law. If I hover over this navigation link what you’ll see is a menu drop down that has likely hundreds of different pages all related to Calgary Law Services.

If I were for example to click on Wills Lawyers, it will take me to a webpage that is optimize to target the keyword Wills Lawyers in Calgary. We are going to see that keyword represented up in the title, it’s also the headline of the page, I would wager that this image has been optimized for SCO, the Alt attribute, and the file name is likely something that reads Will Lawyers and as you hover over here what you’ll see is this little dialogue box pop up, that’s actually what we call the title attribute and that’s something that you’ll typically optimize as well and we can see some of the keywords that are incorporated into the title such as Wills Lawyers, Estate Lawyers, Wills & Estate Lawyers, law firm and the keyword Calgary.

Now as I scroll down this page, we’re going to see multiple other references to the keyword Will, lawyers and Calgary. The important takeaway here is that when you were building webpages, don’t make the incorrect assumption that you can rank for hundreds if not thousands of keywords with a very low amount of pages. If you want to rank for a given keyword, you need to create an optimize webpage to target that here. In most cases, you can only optimize one webpage for up to say 3 terms or phrases. Anymore than that and you start to dilute the keywords on the page which causes your webpages to rank lower in Google search results. That’s the first component that I found interesting when looking at the Kahane Law Office website.

The second thing that you’ll notice on the website is that they’ve included Kahane Law Office their address, their telephone number, fax number and email on every page of the website in a site wide footer. If I go from the areas of law page over to the our lawyers page and scroll all the way to the bottom, what you are going to see is that this fine desk box is present on every single page.

Now this is important because Google is looking for this location signals to be sent from your website and in the local SCO industry, we commonly talk about what’s called your name, address and phone number or what we call your NAP. You want to ensure that you are sending this consistent location signals from every page on your website and that will include your business name, your address, and your telephone number. That’s also likely a components of why they are ranking as highly in Google search results as they are.

Now the last item that I wanted to talk about is a little bit more technical in nature and it comes down to Kahane back link profile. Now I’ve talked about this in some other videos but back links on the web are almost like a digital vote and typically the website that has the largest amount of digital votes is going to rank the highest in Google search results. I’ve run an analysis using a tool that I have access to called open site explorer and what it shows me is the websites domain authority, page authority and all of the links that are pointing to the website.

A domain authority of 32 is relatively high for a local business as page authority of 35 but what you’ll likely find really interesting is as we scroll down these links. What you’ll see is that Kahane has links from really high quality sources. The Website Top Choice Awards. This is going to be a really popular local website because a lot of people are going to be linking to it. It’s likely been featured in media publications. It’s likely been featured in blogs and so this website itself has a lot of authority, therefore it’s able to share a lot more authority with the websites that it links to and as I scroll down if I were to search for Kahane, there it is, it pops up and you can see that they have a link back to their website.

This is likely something that you will notice throughout their entire back link profile and that is that they have a number of high quality back links and again these back links are just going to contribute to the websites authority and help it to rank more highly in Google search results.

I hope that information was valuable and that you are able to put it to work for your business. As always though, if you’d like this content, please help us out by sharing, subscribing, doing some social stuff and getting it out on the inter web. It helps us to stay motivated and to provide more videos for you. Also if you have any questions, feel free to leave a comment below either myself or someone on my team is more than happy to answer it for you. Thanks again for watching and I hope to talk to you soon.

Calin is the founder and lead strategist at Inbound Interactive. He is responsible for the development and execution of Inbound's search marketing strategies.

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