It’s said that a picture is worth a thousand words, and Google’s new Authorship feature is a great example of the old adage: It speaks volumes about your clout as a trusted legal expert.

But what exactly is Authorship, and how can you make it work for your firm — not to mention your bottom line?

When you perform a Google search and hit “enter,” you may notice that some higher-ranked results are now accompanied by a small photo of the author. That’s Google’s new Authorship feature at work.

But not just anybody can get an Authorship avatar to automatically appear next to her articles and blog posts. That’s where FindLaw’s lawyer marketing experts can help.

To make the most of Google’s Authorship feature, it takes a bit of high-tech know-how. For example, if you properly set up the code, it can get all of your firm’s online content — blogs, explanatory articles, and social media posts — more prominently displayed in Google’s search results.

Aside from a high page rank, taking advantage of Authorship can benefit your practice in many ways:

  • It makes you stand out from other search results, differentiating your “authored” content from “anonymous” content. That can mean higher click-through rates and more traffic to your site.
  • It allows you to brand all your content with the same logo or image, so potential clients can identify the content as coming from your firm.
  • It builds trust, as Authorship reinforces the notion that you are a credible expert in your practice area.

Of course, Google’s new Authorship feature only works if you have a presence on Google+, the social-networking platform that’s increasingly popular with lawyers. And it works best if you keep your site stocked with fresh content.

If you don’t have a Google+ account, FindLaw’s lawyer marketing team can help you set one up; our various social media packages can give you all the tools you need to make it a success.

As you’ll see when you click around Google, Authorship is becoming an increasingly important factor in getting maximum impact from your content. Contact your local lawyer marketing consultant today so you don’t get left behind.

– Mark Jacobsen, Senior Director, Strategic Development
with Andrew Chow, FindLaw Audience Team

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