Where size helps and where it does not
| Factor | What Google says | What a small firm can do |
|---|---|---|
| Relevance | How well a profile matches what someone searched for | Describe your practice areas and services fully and accurately |
| Distance | How far the business is from the person searching | Be clear about where you are and where you take clients |
| Prominence | How well-known the business is, including links and reviews | Earn reviews honestly and publish pages worth linking to |
Volume is not the answer either. Google's spam policies treat many pages generated mainly to manipulate rankings as scaled content abuse, whoever or whatever wrote them, so a large firm's page count is not an advantage in itself. See whether city pages still work.
Where a small firm should focus
- The matters you want mostOne strong page per practice area, answering the questions clients ask before they call.
- Your actual marketA county page that names the courts and towns you serve, rather than pages for places you do not.
- Your own voiceFrom our testing, pages that read like a practicing attorney wrote them are named more often than template copy. Treat that as a working hypothesis.
When an assistant names a larger competitor, the reason is usually findable; see why AI names competing firms. The practice-area guides show the pages each practice tends to need.
How we work with small firms
Market exclusivity comes with most monthly plans, so a small firm on one of them is not competing with another of our clients for the same answers in its practice area and market. Projects are fixed-price, run 30 to 60 days, and start at $9,500. Monthly plans start at $1,500 a month and run month to month. Details are on our pricing page.
Go deeper
Start with the AI search guide for law firms, which links every state and practice guide.