Local Marketing for AI-Powered Search Engines

Originally recorded 5-2-2024. Local marketing is the practice of marketing your business to the audience in your surrounding geographical radius. For solo attorneys and small law firms, local marketing tactics are proven to be the most effective for boosting their visibility online and driving more business to their firm. By tailoring your website's content to your local market, you can effectively target your ideal client more consistently and reliably. While local marketing is not a new concept for small businesses, there have been several changes to Google's search engine experience in recent years that impact the way attorneys should be approaching this digital marketing practice. Key learning objectives: SEO and GEO: What's the difference, and how to leverage them for better online visibility How client search behavior compares for traditional search versus generative search Local Services Ads (LSAs) and how they make for an affordable local marketing asset Google Business Profile (GBP) local marketing best practices