Google local question - over optimization?

[richardslaw]

I run a law firm with multiple practice areas (bankruptcy, probate, estate planning, personal injury).  I have a google places page with those categories listed.  I recently spoke with an seo company (that cold called me...) that told me that it was "black hat" to try to optimize a local campaign for more than one of those practice areas.  That doesn't seem right to me.  Any thoughts?

[MiriamEllis]

Hi Jared,
Thanks for coming to Q&A with your good question. I'm the Local SEO Associate here in the forum and will do my best to understand and answer your query. Here are my thoughts:

• Firstly, don't trust SEO companies who cold call you. That's just one for the ages

• Secondly, here are Google's complete written guidelines for categories:

Categories: Provide at least one category from the suggestions provided in the form as you type. Aim for categories that are specific, but brief.

• Categories should say what your business is (e.g. Hospital), not on what it does (e.g. Vaccinations) or things it sells (e.g. Sony products or printer paper). This information can be added in your description or as custom attributes.
• Categories should not contain location-based information (for example, Dog Walker Los Angeles is not permitted).
• Only one category is permitted per entry field. Do not “stuff” entry fields with multiple categories.

• Thirdly, there is absolutely nothing wrong with picking categories that represent your practice areas on your Google Place Page, provided they meet the above guidelines of saying what your business IS instead of what it does. So, this means you are a DUI Lawyer...not just 'DUI'. This distinction is important, and I believe the categories you have given as examples will need to be edited so that they list you as 'bankruptcy attorney, personal injury attorney' etc.  *I strongly recommend that at least the first two categories you choose be Google's pre-set choices. If you'd like to see what possible pre-set category choices there are, use Mike Blumenthal's Google Places Category tool at:

http://blumenthals.com/index.php?Google_LBC_Categories

Be sure that your categories meet all of the guidelines and that you have listed no more than 5, and you should be fine.

• Thirdly, I have no idea why the cold-calling SEO said it was 'black hat' to optimize a local campaign for more than one area of practice. This is not logical. Perhaps there was a communication breakdown, or perhaps the caller simply didn't know what they were talking about. At any rate, it is very common for local business owners, be they dentists, lawyers or restaurant owners, to have different areas of specialization, and while it isn't okay to create a separate Place Page for each area of specialization, it's perfectly acceptable to categorize yourself in a variety of ways, so long as you are adhering to the guidelines.

Hope this helps!

Miriam

[StuartBell]

Hi Jared

I agree it's not right, in fact listing the specific categories is best practice (as long as you do offer those services). Also, rather than picking random categories, confirm that each category type you pick triggers a Places SERP.

Location 'stuffing' in categories has been know to be bad, but I assume they weren't referring to that.

Actually there was a moz webinar on Places last week

found the link

Thanks

Stuart