When it comes to local search optimization, many law firms focus almost exclusively on Google Business Profile. While Google remains a dominant force in search, overlooking Bing Places could mean missing out on a significant audience segment. To maximize visibility and attract a broader client base, law firms should consider a dual-platform strategy that includes both Google Business Profile and Bing Places. Here’s why adding Bing Places to your marketing mix can be a game-changer.
Relying solely on Google for local search could mean missing out on leads, as not all potential clients use Google exclusively. Integrating Bing Places into your local SEO strategy can fill these gaps and help you reach a more diverse audience.
Google may be the market leader, but Bing still accounts for a notable share of search traffic, particularly among certain demographics:
• Combined Search Volume: Together, Google and Bing cover the vast majority of search activity. Ignoring Bing leaves untapped potential on the table.
• Demographic Differences: Bing is often the default search engine for Microsoft Edge and Windows users, appealing to specific demographics.
• Platform Preferences: Some users prefer Bing for its visual search features, which could impact your firm’s visibility if you’re only on Google.
• Lost Opportunity Costs: Not appearing on Bing could mean lost leads, especially among clients who aren’t Google-centric.
Using both Google and Bing expands your reach, ensuring your firm is accessible across platforms:
• Cross-Platform Visibility: Having profiles on both search engines increases the likelihood of clients finding you, regardless of their search preference.
• Audience Expansion: Bing’s users, combined with Google’s, give you access to a wider demographic range, covering various user habits.
• Competition Gaps: Many law firms focus solely on Google, so Bing presents a chance to stand out with less competition.
• Cost-Benefit Analysis: The effort to set up and manage a Bing Places profile is minimal compared to the potential return from additional clients.
Neglecting Bing means missing out on specific client data and a valuable demographic:
• Lost Client Data: Without a Bing profile, you miss out on insights from that platform’s analytics.
• Missed Demographics: Certain audiences may not even encounter your firm if you’re Google-only.
• Revenue Impact: A lower reach means fewer leads, which could directly affect revenue.
• Market Position Erosion: As competitors adopt a two-platform approach, those who stick with Google alone risk losing ground.
Maintaining consistency across both platforms is essential for a cohesive online presence. A unified local search strategy ensures that your firm’s information is consistent, accessible, and visible to clients on both Google and Bing.
Consistency across Google and Bing provides multiple benefits:
• Information Consistency: Keeping details like your firm’s address, phone number, and hours consistent improves your credibility.
• Update Efficiency: Coordinating updates across platforms saves time, especially when syncing details for changes.
• Brand Alignment: Consistent information strengthens your brand’s identity, making it more recognizable.
• Resource Optimization: With a synchronized strategy, you avoid duplicating effort, saving time and resources.
Optimizing shared assets and ensuring a unified message across both platforms can enhance visibility:
• Shared Assets: Photos, videos, and descriptions can be used on both platforms, increasing efficiency.
• Unified Messaging: Keep your messaging aligned so clients have a consistent experience regardless of where they find you.
• Consistent NAP: Make sure your Name, Address, and Phone (NAP) information is identical across platforms to boost local SEO.
• Review Management: Regularly monitor reviews on both platforms to maintain a positive reputation.
Managing profiles on multiple platforms doesn’t need to be resource-intensive:
• Time Allocation: Set aside specific time for updates across platforms to keep information accurate.
• Asset Sharing: Use a central repository for images and descriptions, making updates faster.
• Update Protocols: Create a streamlined process to manage changes across platforms.
• Quality Control: Regularly audit both profiles to ensure accuracy and consistency.
A dual-platform approach amplifies your reach and boosts overall performance:
• Combined Metrics: Tracking data from both platforms gives a clearer view of your reach and engagement.
• Total Reach: More exposure across platforms increases the likelihood of connecting with potential clients.
• Market Coverage: With Google and Bing, you cover a larger portion of the market, maximizing client acquisition opportunities.
• ROI Multiplication: The cumulative impact of visibility on both platforms can lead to greater returns.
Each platform offers unique features that can be leveraged to enhance visibility. By understanding the strengths of both Google and Bing, your firm can optimize its presence across both platforms effectively.
Bing Places offers unique benefits that are often overlooked:
• Unique Features: Bing’s local listing options include photo and video integration, and it tends to favor multimedia content.
• Special Attributes: Certain search features on Bing can increase visibility, such as listing local events or community involvement.
• Demographic Targeting: Bing users often differ demographically from Google users, allowing you to reach a unique audience.
• Competition Levels: Fewer law firms on Bing means a better chance to stand out and rank higher.
Google remains essential due to its vast search reach and powerful tools:
• Extended Features: Google Business Profile offers advanced options like booking buttons and Q&A sections.
• Integration Options: Google’s integration with Maps and Search makes it an irreplaceable part of any local strategy.
• Review Ecosystem: Google reviews are highly visible and can influence potential clients’ decisions.
• Search Dominance: Google’s search dominance means that a presence there is critical for visibility.
Maximize each platform’s unique benefits while creating a cohesive brand experience:
• Feature Utilization: Take advantage of each platform’s unique features to maximize visibility.
• Unique Opportunities: Identify the strengths of each platform and leverage them to reach target audiences effectively.
• Platform Strengths: Align your strategy with each platform’s strengths for a comprehensive local search approach.
• Audience Targeting: Use both platforms to cover diverse demographics and optimize engagement.
Tracking metrics across both platforms provides a clearer picture of your local search success:
• Combined Visibility: Track total impressions across Google and Bing to measure visibility.
• Total Engagement: Assess how many interactions you receive across both profiles.
• Unified Tracking: Use a central dashboard for easier management and reporting.
• Overall Impact: Measure the total impact of your dual-platform strategy to ensure it’s adding value.
Efficiently managing both Google and Bing profiles requires streamlined processes and tools. Here’s how to simplify multi-platform management.
Keep profiles accurate and up-to-date with synchronization tools:
• Synchronization Tools: Use tools that sync information between platforms to ensure consistency.
• Update Protocols: Develop a standardized process for updating information.
• Change Management: Plan updates to both profiles at the same time for efficiency.
• Quality Assurance: Regularly check both profiles for accuracy and consistency.
Centralize assets for easy access and quicker updates:
• Image Libraries: Use shared libraries for photos, logos, and videos.
• Content Repositories: Keep descriptions, bios, and other copy in one place for fast access.
• Document Management: Use a document management system to store and retrieve content easily.
• Resource Sharing: Share resources with team members for seamless profile management.
Responding to reviews on both platforms helps build a positive reputation:
• Platform Monitoring: Regularly check for new reviews on both Google and Bing.
• Response Protocols: Develop a response plan for positive and negative reviews.
• Sentiment Tracking: Use tools to gauge overall sentiment on each platform.
• Reputation Management: Engage with reviews to maintain a positive image and address any concerns.
Tracking performance across platforms provides valuable insights:
• Unified Dashboard: Use a central dashboard to track metrics from both platforms.
• Cross-Platform Metrics: Compare engagement and reach across platforms for a full performance view.
• Combined Reporting: Generate reports that include data from both Google and Bing.
• Success Indicators: Use metrics like lead generation, clicks, and calls to measure success.
A well-executed dual-platform strategy can give your firm a visibility boost, reaching clients where they are and optimizing your marketing efforts.
Implementation Timeline
Roll out your Bing and Google strategy in phases to maximize impact:
• Platform Prioritization: Start with the platform where your potential clients are most active.
• Resource Allocation: Allocate resources, such as time and budget, for setting up and maintaining both profiles.
• Milestone Setting: Set goals for each phase, such as setting up profiles, gathering reviews, and tracking engagement.
• Success Tracking: Measure performance and refine your approach as needed.
Build upon initial success with a growth-oriented approach:
• Expansion Planning: Once both profiles are active, consider adding more features and refining content.
• Feature Adoption: Gradually adopt new platform features as they become available.
• Performance Optimization: Regularly optimize your profiles based on performance metrics.
• Innovation Opportunities: Stay updated on platform updates to leverage new features for increased reach.
By incorporating Bing Places alongside Google Business Profile, your law firm can expand its reach, engage more clients, and gain an edge in a competitive landscape. Contact The Basement Agency for expert support in setting up and optimizing your dual-platform local strategy. Let’s ensure your law firm’s digital presence is fully optimized to connect with clients wherever they search.
