What are citations and why are they important to your personal injury law firm’s marketing success?

Citations are textual listings of a company and their contact information on the Internet. These mentions are not tied to any links on any websites, but rather are listings that include a company’s name, address, phone number (NAP), and sometimes a backlink to the company’s website. It’s not always clear how a company ends up being placed on these listings, or how it is updated or controlled, but they are very important to generating leads to a business.  They can have a great effect on your search engine ranking, as they can boost your local SEO (Search Engine Optimization) goals.

Where do citations appear?

Every citation mention of your personal injury law firm offers the potential for local search optimization, a way for injured victims to find you more easily.

These mentions or listings can be directories, like the Yellow Pages, review sites, like Yelp, or specialized industry sites. Some of the top citation sites for personal injury law firms include Justia.com, findlaw.com, nolo.com, avvo.com, lawyers.com, braininjurylawyer.com, and car accidentattorneydir.com.

How to find out what citations you currently have for your personal injury law firm

There are several different ways your personal injury law office can find out what citations you currently have. You can search through various resources such as search engines, web directories, social platforms like Facebook or Twitter, news sites, etc.  There are also specialized online tools that you can use like BrightLocal Citation Tracker

By knowing where your personal injury law firm is mentioned, you can spot NAP issues which you can correct. It’s great to be listed, but terrible if they got your phone number wrong. Also, the more complete and accurate your data is, the more search engines will trust your business, and the greater your visibility will be on them.

How to correct citation errors

In addition to correcting errors so that your law firm shows up more frequently on search engines, these corrections also help improve a potential client’s experience. The stats bear this out.

  • 93% of people searching for goods and services say they are frustrated by incorrect information in directories.
  • 80% of them lose trust in local businesses if the citation information is incorrect.
  • 40% of them would quit looking for a specific business or company if the address was incorrect in the citation.

In order to make corrections to a citation, you should perform a citation audit for local SEO. A citation audit checks business details against key citation websites, making sure all of the information is correct. (Ask us about companies that perform this service.)

Instead of a citation audit, you can do it on your own.

  • Begin with the citations specific to personal injury law firms, or law firms in general. You can use a source like Whitespark or synup to help you.
  • Check for inaccurate NAP online and list each site and how your information is shown.
  • Once you have all the different NAP variations on the web and the top directories, take advantage of specific tools to simplify the process of making any corrections. 
  • Petition the websites to fix your listings. 
  • Many times sites will have a “suggest an edit” button that will prompt them to trigger a change. 
  • You may be able to reclaim the citation profile for yourself, using your personal email address.
  • You can login to some of the directories for which you have a password and make the changes yourself.

Citations are extremely helpful to people looking for your personal injury law firm. They are searching locally, and that is the beauty of citations, since they have your NAP. To ensure that search engines and potential clients are being properly informed about your contact information, check the accuracy of the citations. The end result of this is greater visibility, higher ranking on SERPs (Search Engine Results Pages), and hopefully, more new clients.

If you have any questions about citations, give us a call at Group Matrix. We will be glad to help in any way we can, as well as help you with any and all aspects of your digital and traditional marketing campaigns.