Lacaz Martins – the Brazil Law Firm
Google search results are biased toward your geographic location, as well as your personal search history (and language, more on this below).
The same goes for searches for law firms — a search for “Doing business in Brazil” will provide results close to home before providing results all the way in Brazil.
That is, Google knows loosely who you are and what you’ve searched for previously, and helpfully orients its responses to accommodate. In other words, when conducting identical searches, the responses you receive will differ from someone’s in a neighboring state, as well as the office next door.
Unfortunately, that can give lawyers and firms a false confidence regarding their placement in Google searches. A firm ranks higher on its own computers than it does on those outside the firm. So a marketing committee can feel that they’re doing pretty well online — when they’re actually not.
In fact, Google searches for phrases like “legal services Brazil,” “legal services sao paulo,” or “Rio de Janeiro law firm” didn’t show any reference whatsoever to this prominent, award-winning firm until page 8. When was the last time you looked through to page 8 in a Google search?
It’s not unreasonable for someone in the US looking for a skilled law firm doing business in Brazil to search online. They might not do that for a major practice in a major US city (e.g. “boston litigation”), but when seeking a professional that far away, Google searches are a viable option, and being on page 3 (or 8) takes a firm completely out of competition.
I was going to be in Brazil in two months to present a few keynote presentations at the LAW annual conference, and we embarked on a 45-day campaign to raise their awareness and Google rankings.
While our online/digital marketing experts were working behind the scenes on blog development, link-building, keyword maximizing, and other SEO tools, we simultaneously created a visual campaign to increase their connection to Brazil in the minds of their target audiences.
The Toucan “We have a nose for Brazilian Law” image, above, is one of a series which we are using to illustrate the firm’s new “Doing Business in Brazil” blog (Another “doing business in Brazil” campaign image using the iconic Corcovado Cristo Redentor statue was designed strictly for use within Brazil. It’s clever and humorous, but, using religious iconography, it is too un-PC for American sensibilities — you can find it on their main website, HERE.)