Google Testing Search Features That Impact Law Firms’ Maps Ads, Reddit Rankings and Suggested Searches

Why Google’s Latest Updates Matter for Law Firms

Google is testing several features in search this week. These changes, even if temporary, are altering how potential clients search for and find legal services. We’re seeing Reddit drop in rankings across the board, ad adjustments in the local pack, and expanded “People Also Ask” (PAA) sections.

These developments highlight the volatility of Google’s SERP real estate. Whether it’s tracking shifting trends like Reddit’s visibility or capitalizing on new ad placements, law firms that stay vigilant and proactive will have a better chance of capturing attention and converting clicks into clients.

Reddit’s Drop in Rankings

Recently, Reddit experienced a noticeable dip in its Google rankings, an unusual occurrence for the online forum known for its heavy presence in search results. While this drop is likely temporary, it demonstrates that Google is still refining how it ranks content from partner platforms like Reddit. For law firms, this fluctuation serves as a reminder of the dynamic nature of search engine visibility.

Platforms like Reddit offer law firms an excellent opportunity to achieve quick visibility by engaging in relevant discussions or sharing informative content. While Reddit’s rankings may rebound, its recent decline underscores the importance of monitoring search trends and diversifying content strategies. By staying flexible and engaging on platforms like Reddit, law firms can take advantage of fleeting opportunities to enhance visibility.

For additional reading, TSEG has previously highlighted how Reddit posts can achieve top rankings almost instantly. Check out our post, “Reddit Post Hits Google’s Top Search Results in Just 5 Minutes.” Additionally, Reddit executives have recently shared valuable tips for maximizing the platform’s potential, which you can explore in our guide, “Top 3 Tips from Reddit Executives for Law Firms.”.

Star Ratings Removed from Google Local Pack Ads

Google is testing sponsored ads in its local pack without star ratings. This subtle shift may seem minor, but it carries significant implications for law firms, particularly those newer to digital marketing.

The absence of star ratings levels the playing field for firms that haven’t yet accumulated a strong review profile. It allows these firms to appear prominently in the local pack, even without a robust history of client feedback. This change can serve as a strategic advantage for law firms just starting their SEO efforts or looking to expand their visibility.

However, there’s a potential downside. Many users rely on ratings to inform their decisions, and the lack of visible reviews may deter some from clicking on these sponsored results. This means firms utilizing these ads will have missing stars while organic map listings will show high star ratings.

Interestingly, this move aligns with similar design elements seen in Bing’s local ads, which we’ve covered before in our last post, “Bing Makes Their Search Look Just Like Google.” Comparing these two platforms shows how search engines are evolving their approaches to local search, offering law firms new ways to reach clients.

People Also Ask & People Also Search For

Google’s “People Also Ask” (PAA) and “People Also Search For” (PASF) features may not be new, but their recent updates continue to play a role in shaping user search behavior. These features are designed to keep users engaged by offering follow-up questions and related searches, but they also provide law firms with valuable opportunities to optimize their content strategy.

PAA and PASF can serve as a treasure trove of keyword and content ideas for law firms. By reviewing the suggestions Google provides for queries related to your practice areas, you can identify gaps in your website’s content. For example, if “How do I choose a personal injury lawyer?” frequently appears in PAA for your target keywords, creating an FAQ page or blog post on this topic can help address user needs while improving your chances of appearing in search results.

These features also guide potential clients further along the decision-making process, potentially leading them to your website. Law firms that take the time to analyze these suggestions and incorporate them into their SEO strategies can better align their content with what prospective clients are actively searching for.

By staying attuned to the questions and refinements Google suggests, law firms can create highly relevant content, enhancing both search visibility and user engagement.

Turning Google’s Updates Into Opportunities for Your Law Firm

Google’s latest changes open the door for law firms to rethink their marketing strategies and capture new opportunities. From Reddit’s fluctuating rankings to revamped local ads and insightful tools like People Also Ask, these updates show how search features continue to develop, offering law firms new ways to connect with potential clients.

By paying attention to these developments and refining your approach, your firm can strengthen its presence online. Creating content based on user-driven queries or exploring ad placements without review requirements are just a few ways to stay competitive. These strategies help your firm meet potential clients where they’re already searching.

With TSEG, your law firm gains a partner that understands how to convert these updates into meaningful results. Let us guide you in turning these changes into a steady stream of clients ready to take action.