How Google’s Ever-Changing Search Experience will Impact the Legal Industry

Google is constantly updating, improving features, removing bugs, and changing user experiences. This is quite noticeable for those of us in marketing, who make it our job to keep our finger on the pulse of changes in the search engine world. 

 

How Ads are Changing for Services

Google provides opportunities to advertise just about anything under a variety of categories from restaurants to stores to legal services. You have probably noticed this on Google Maps and might have noticed this when you search for flights. Different categories are being provided with different user experiences. 

 

For legal services, the ads have remained relatively unchanged upfront. Plug-in options have increased, targeting options have changed, and contact options have improved, but these might not be as immediately visible to consumers. This is how legal ads currently look:

 

 

 

This isn’t anything we haven’t seen before; nothing to write home about. However, a recent Search Engine Land article showed how different services’  advertisements differ:

 

 

One of the potential reasons for Google’s delay on local service ad upgrades could be the category’s susceptibility to spam. It’s not unheard of for multiple fake businesses to appear in searches, oftentimes almost indistinguishable from legitimate businesses. 

 

The future of local ads could see more protections going up to fight spam, more carouselling ads, and more individual add-ons based on the business type. It’s hard to know what’s coming for legal advertising, but we know we’ll be ready.

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