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For Australian law firms, Google Business Profile is no longer just a digital phone book—it’s the Trust Signal that AI search uses to cite you.
Google’s new AI search experience, including the SGE, frequently blends its answers with local results for queries like “family lawyer near me.” Your GBP is the single most critical factor for appearing in this local AI visibility.
Pillar 1: Data Precision.
Inaccurate or inconsistent data is an instant trust killer for AI. Ensure your Name, Address, and Phone number are identical across your website, the Law Society register, and your GBP.
Pillar 2: Category and Service Depth.
Don’t just use “Law Firm.” Choose the most specific primary category—like “Personal Injury Lawyer” or “Family Law Lawyer”—and add all relevant secondary categories. This clarifies your specialisation for the AI.
Pillar 3: Authority via Reviews and Q&A.
AI systems rely on prominence and trust. Actively encourage detailed, keyword-rich reviews from satisfied clients. Most importantly, respond professionally to every review, positive and negative.
Also, proactively seed the Questions & Answers (Q&A) section yourself. Post common legal questions your clients ask and provide definitive, expert answers. This feeds the AI direct information about your expertise.
Pillar 4: Activity and Visual Trust.
A stagnant profile signals neglect. Use Google Posts weekly to share practice updates, community involvement, or legal news. Upload high-quality, professional photos of your office exterior, interior, and your team.
By focusing on these four pillars—Precision, Depth, Authority, and Activity—you transform your GBP into the AI-ready trust signal that captures local, high-intent legal searches in the Australian market.
To get a clear, personalised breakdown of your current GBP performance and map out your next steps, we recommend a focused Local SEO Audit. Click the link below to learn more about starting that process.