Rich snippets is a catchall term referring to enhanced and interactive features that appear on the SERP for certain queries. Rich snippets pull and display additional information from the domains on page one including reviews, ratings, prices, instructions, explanations, FAQs, and more. These features have evolved in countless ways throughout the last decade, but one rule of thumb remains the same: Google values websites that provide valuable content for its users – which is an aspect of great law firm website design.
Over the years, Google has transformed SERPs from a list of links to an information hub, delivering quick answers directly to users without the need to click through to individual websites. This evolution underscores the importance of these features, which can significantly boost your law firm’s visibility and authority on the results page. The most relevant rich snippets and other SERP features for law firms in 2024 include:
Local Services Ads (LSAs)
- Description: Also known as LSAs, these are paid spots resulting at the top of the SERP for service-related queries. Alongside the provider’s name, phone number, and ratings, LSAs also show a “Google Screened” verification badge. These are likely to appear when a user searches for a lawyer in a specific practice area and city/region, i.e. truck accident lawyer Chicago
- Benefits: These ads provide high-visibility for legal professionals, are geo-targeted, and can instill trust due to the badges. Unlike traditional pay-per-click ads, LSAs are pay-per-lead, meaning you only pay when a potential customer contacts you directly through the ad.
People Also Ask (PAA)
- Description: PPA is a Google feature that didsplays an accordion menu of questions related to the user’s query–Google’s intent here is to clarify, deepen or expand the search. Clicking on a question expands the display to show a snippet of web copy that answers the related question (and a link to the domain hosting that copy). Users submitting “long tail keyword phrases” into Google are most likely to see PPAs on the SERP–queries like how to sue after car accident.
- Benefits: PPAs provide users with quick answers directly on the SERP–while that may decrease clicks to the featured domains, it also offers an opportunity to establish authority on queries related to your particular practice areas or region.
Map Pack (Local Pack)
- Description: The Map Pack displays an interactive Google Map feature right on the SERP with 3-5 business listings local to the user highlighted first, followed by an option to “view more” and expand the map feature. Listings featured in the pack will display key info like contact details, ratings and reviews, and services offered.
- Benefits: The Map Pack immediately delivers key information about your business, boosting brand awareness and visibility and driving qualified (local) traffic to your listing and/or website. It’s also easy for users to call map pack firms directly from the mobile SERP.
Google Business Panel
- Description:Google Business Panels, like Map Packs, display your firm’s contact details and hours of operation, average rating, updates, and other information. This feature is likely to result for branded queries–[your law firm] [your city]–and you can edit and optimize the information displayed in this panel through your Google Business profile.
- Benefits: A well-optimized and consistently updated Google Business listing can capture qualified local leads browsing your firm’s GB Panel.
Featured Snippets
- Description: Featured snippets appear at the top of the SERP (“position zero”) and provide direct, complete answers to the search query, reducing the need to click through to a website. Some snippets come from a single domain, but Google often produces AI-generated snippets, which aggregate information from multiple websites to answer queries. Types of featured snippets relevant to law firms include:
- Paragraph Snippets: answers to straightforward legal questions (what happens after a DUI?).
- List Snippets: step-by-step processes or checklists (steps to file a personal injury claim).
- AI-Generated Answers: comprehensive answers to complex questions pulled from various reputable sites.
- Benefits: Though featured snippets can have a lower click-through rate than other SERP positions (like first in a Map Pack), they do increase brand visibility and credibility, as they occupy prime on-page real estate. These are also the answers Siri or her voice-activated companions will read aloud for voice search.
Knowledge Panels
- Description: Knowledge panels appear on the right side of the SERP, an addition to the listings and features trailing down the left/center of the page, and provide a snapshot or summary of info related to the query–key facts about the search terms, biographies of individuals, histories of businesses, descriptions of industries or practice areas, etc.
- Benefits: Knowledge panels can increase credibility and visibility, demonstrating your firm can provide quick, bite-sized answers and can be trusted as a source of vetted and valuable information. A knowledge panel for an individual lawyer shows that Google trusts the lawyer and considers them an authority in their field.
Want to see your firm featured in a rich snippet? Let’s talk SEO and see how we can help.
Hannah Bollman is Nifty’s talented and dynamic Content & Brand Manager. She develops compelling content across blogs, newsletters, social media, and ad campaigns, ensuring alignment with Nifty’s voice and mission. With a background in SEO, content marketing, and stand-up, Hannah brings a unique mix of creativity, strategy, and humor to everything she does. When she’s not shaping Nifty’s brand or growing visibility for legal clients, she’s on a run, on her bike, or enjoying a delicious falafel sammich.