Many people are as yet unaware of the small magnifying glass icon on the right of the organic search results you get once you type in a search term; it is called Google Instant Preview, and no one has yet determined how it will affect ultimate conversion rates—it’s just too soon to tell. To be honest, although I took some kind of vague notice of the tiny magnifying glass I had yet to click on it until I read an article about Google’s latest change. Apparently the goal of the new feature is to refine the relevance factor in search results, alleviating the frustration users can feel when they click on a result which has little to do with their original search.
One of the key factors in conversion rate optimization is managing human expectations, therefore it’s a good idea for your law firm to keep a close eye on how Google Instant Preview evolves over the coming months. It will be a matter of significant importance to be able to tell whether or not GIP is becoming popular with your targeted market. And if GIP makes their small little magnifying glass bigger, will this affect the number of people who use it? Before you read further, do a quick check of your law firm’s website pages to see how they show up in GIP—you certainly don’t want to be the last one to realize that your pages are virtually unreadable when previewed.
After the Preview
If you test your site with GIP and get some kind of funky results—or worse a totally black page—then you must take the bull by the horns immediately in order to ensure your page shows up as it should. Occasionally, if a site has used Flash for a large portion of their page content, weird results will show up in GIP as it doesn’t seem to be particularly fond of Flash. If your legal website is fine when you visit, with content which is relevant to the search query, but doesn’t look at all like this in GIP, your potential clients may move right on to the next results and not bother with yours. If the above paragraph has made you want to rush into a total web re-design, take a moment and regroup. It may be worth your firm’s time and money to wait and see whether GIP proves to be popular enough with your target market to justify the expense of a total overhaul to your website.
If your law firm’s website has already taken care of the core elements such as ensuring your legal webpages have page content closely matched by their descriptions, then you have already promoted conversion from search results that are not previewed. However even if your firm has done the necessary work on core elements yet your pages just aren’t looking great in GIP, consider that GIP does not affect your ads on the Google Display Network as they don’t feature a preview icon, and neither does it affect paid search results, or traffic that is either PPC or affiliate-driven. These factors alone can be a good reason to hold off on re-designing your legal firm’s websites—for the moment at least.
Future Changes
If the future brings lots of people in your search target market who are becoming enthusiastic fans of GIP, then beyond just fixing your webpages so they look good in preview, you may want to reconsider your overall search strategy. If, for instance, you use affiliates, consider that a large collection of thumbnails can be really difficult to see when the entire page is being shown as a thumbnail. If you are providing an organic search result which is accompanied by an attractive preview, you may end up getting more traffic than a paid result at the very top which lacks a great preview.
GIP and SEO
The new GIP feature has made law firm SEO even more important than ever by essentially “killing” the second page of a search index. When you are typing into the search bar, Google suggests terms for you, making your search theoretically more effective, but pushing those businesses which are not saturated with content down the line. GIP pulls content from blogs, photos, social media, news and products, so obviously the more places your business covers, the higher your law firm will rank. You can’t simply focus on keywords and backlinks anymore, but need to expand and cover all topics with content related to your law firm. Some believe that Google Instant Preview will increase conversion rates and render more satisfied searchers, and Google has made some suggestions to business owners to help them continue to rank high.
Your legal website’s overall appearance and organization matter more now than ever, so ensure your site is uncluttered, readable and very visually appealing. Eliminate all popups which could appear in a preview pane as it could hide relevant content, preventing users from clicking on your site. Legal SEO is more important now than ever for your firm’s website, so your job is to be super-aware of what your potential clients are searching for. In their own blog, Google stated that using Instant Preview will make searchers 5% more likely to be satisfied with the results they click on—the big question remaining is whether that 5% is really enough to change the way people search.
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