How to Rank Multiple Law Firm Office Locations on Google Maps

| May 29, 2014

google-mapsIf you have multiple locations, getting them to rank in Google maps can be challenging. There are a variety of factors within your control, and there are also some things that Google does algorithmically that will show certain locations to users based on their geographic location.

Using Local Listings

You can create a Google Places page and add your multiple office addresses to it. In this way, Google can have all the information it needs (assuming you fill out the profiles completely) to show different locations on Google maps.

When you enter your keywords for different locations, create localized GEO pages using phrases such as city name + keyword.

Ranking Factors for Local Listings

Google looks at three different things when deciding which listing will show up for a local query. Those factors are relevance, distance and prominence. You have the greatest influence over two of these factors (i.e. relevance and prominence).


Google uses an algorithm that looks at the location of a user in relation to the geographical where a business is located. Online marketers call this the Centroid Bias because listings further away from the center of the geographic location may be given less preference, even though they might be more relevant to the user.

If you do a search for this on the web, you’ll find a lot of ambiguity and few answers. Some say that the Centroid of a particular area is not necessarily the city center closest to where the query originated, but Google’s opinion of the center of industry activity in any given geographic location. For instance, if an attorney were trying to rank for “family lawyer Cleveland,” the center might not be the center of Cleveland, but a central point among an area dense with family law practices.

Unfortunately, since listing information is based on your address (and unless you are flexible in changing that), you pretty much have to work with what you have.


Be sure to fill out your listing with as much relevant information as possible. Include phone numbers, URLs, images and keywords that are relevant to your location. Omitting information may mean Google doesn’t have everything that it needs to deliver the listing to a relevant searcher.


Google uses factors like social indicators, links, and overall web presence to determine if a local office would be relevant to a searcher. Attorneys who have many offices generally only have one website. You can enhance the chances of multiple offices showing up in search by creating location-specific landing pages on your site and getting exposure for those.

Use schema markup for geographic location, contact information and any other data related to the location of the office. Build links to these pages from directories using the address of the specific office. If you can create a presence on the web for each office that you run independently of others, the greater the chances are of that office showing up with others in maps applications or in search for localized queries.