Dallas, TX

🚨 SECURITY & INTEGRITY STATUS

Overall Status: 🚨 CRITICAL

Name, Address, Phone (NAP) Validation

Business Name:

✅ Verified: "Robbins Estate Law" matches baseline

Address:

🚨 MISMATCH: Found "2000 E Lamar Blvd Ste 643a, Arlington, TX 76006" | Expected "1335 W Whitestone Blvd #250, Cedar Park, TX 78613"

Phone Number:

🚨 MISMATCH: Found "(817) 672-9055" | Expected "(512) 258-9455"

Primary Category:

✅ Verified: "Estate Planning Attorney"

Additional Checks

Website:

✅ Domain Verified: `robbinsestatelaw.com` matches baseline

Rating Status:

✅ Excellent: 5.0★ with 2 reviews

Action Items

🚨 IMMEDIATE ACTION REQUIRED:

1. Verify New Location: Contact the client immediately to confirm if "2000 E Lamar Blvd, Arlington, TX" is a new, official business location.

2. Correct Listing: If this is an unauthorized change, submit an immediate correction via the GBP dashboard to restore the correct Cedar Park address and phone number.

3. Secure Account: Check for other unauthorized edits and recommend enabling two-factor authentication on the Google account managing the listing.

📊 HISTORICAL TREND ANALYSIS

Month-over-Month Performance

Initial Baseline Established:

• Profile Views: 116
• Directions: 34
• Reviews: 2 (at 5.0 rating)

Concerning Trends:

• No concerning declines as this is the first month of data.

Pattern:

This is the inaugural month of tracking, establishing a performance baseline for a new profile. The key challenge is the low Avg. Position of 30.4, which is suppressing overall visibility and engagement.

Year-over-Year Performance

Annual Growth:

• No year-over-year data available yet (first year of tracking).

Key Insight:

This is the benchmark month. All future growth will be measured against these initial metrics.

Strategic Takeaway

This new profile has established its starting point. The immediate priority is to aggressively improve the Avg. Position of 30.4. The initial CTR of 3.37% is healthy for this low rank, indicating relevance. For the next 90 days, the strategy should focus on foundational GBP optimization (categories, services, photos) and review acquisition to improve ranking and capture more search traffic.

⚔️ COMPETITIVE LANDSCAPE

Market Leader: Burch Law (#1 with a 4.9 rating, review count unknown)

Client Position: Unranked (Avg. Position 30.4) with 2 reviews, 5.0 rating

The Gap: Competitor review counts are unknown, but with only 2 reviews, the client has a massive credibility and trust deficit. A baseline of 20-30 reviews is required to compete.

Critical Competitive Insights:

• Location Disadvantage: The client's Arlington address is a significant handicap when competing against top Dallas-based firms for Dallas searches. This is the primary strategic challenge.
• Review Moat (Implied): Top-ranking law firms in a major metro like Dallas typically have 50+ reviews. The client's 2 reviews, despite being 5-star, signal a new or unestablished practice, deterring potential clients.

🔍 SEARCH INTELLIGENCE ANALYSIS

Query Breakdown (from GSC):

• Brand Queries: 39% ("robbins estate law", "robbins law firm")
• Generic Queries: 61% ("estate planning", "probate attorney arlington texas")

🚨 CRITICAL FINDINGS:

• GBP/Website Mismatch: The GBP address is in Arlington, but the website link points to a `/dallas-texas` page. This sends conflicting geographic signals to Google, severely damaging ranking potential in *both* markets.
• Weak Brand Rank: GSC data shows a rank of 3.5 for the business's own name ("robbins estate law"). This is a foundational failure; they are losing clicks to other firms even when a user is searching for them directly.
• High-Impression/Zero-Click Anomaly: The term "estate planning" received 31 impressions at an incredible Position 1.0 but generated ZERO clicks. Users see the listing but are immediately disqualified by the low review count (2) or location confusion.
• Home Market Failure: The most relevant local keyword, "probate attorney arlington texas," has a catastrophic rank of 77.7, indicating a complete lack of local authority even in their physical city.

📊 PERFORMANCE DIAGNOSTICS

Conversion Funnel Analysis:

• Profile Views: 116
• Call Rate: 0.86% (Industry benchmark: ~3-5%)
• Direction Rate: 29.3% (Industry benchmark: ~5-8%)
• Assessment: Critically broken. The call rate is near zero, indicating a severe trust issue. The abnormally high direction rate is likely non-customer traffic (e.g., staff) and is not a positive signal. The funnel fails the moment a user views the profile.

Trend Assessment:

• MoM Momentum: New / Foundational. All metrics are starting from zero. We are establishing a baseline, not optimizing existing performance. There is no momentum, only the opportunity to build it correctly from the ground up.

🗺️ 90-DAY DOMINATION ROADMAP

Month 1: Foundation (Weeks 1-4)

Primary Goal: Fix Foundational Flaws & Dominate Arlington. Achieve 15+ reviews and a Top 10 rank for "probate attorney arlington texas".

1. Correct Signal Mismatch

• Action: Create a dedicated "Arlington" location page on the website. Update the GBP website link to point directly to this new Arlington page.
• Target: Align physical and digital location signals 100%.
• Why: This is the most critical fix. It tells Google precisely where the business is, making all other local SEO efforts exponentially more effective.

2. Review Velocity Campaign

• Action: Launch an email & SMS campaign to the 20 most recent satisfied clients requesting a Google review.
• Target: 15 new reviews.
• Why: To solve the primary trust deficit that is killing conversions. Moving from 2 to 17 reviews is the single most impactful change to improve CTR and call rate.

3. Hyperlocal "Service Fortress"

• Action: Publish 2 Google Posts per week focused on Arlington-specific services.
• Target Keywords: "probate attorney arlington", "arlington trust and will attorney", "real estate attorney in Arlington".
• Expected Impact: Drastically improve the abysmal 77.7 rank for core Arlington terms and build broad local authority.

Month 2: Acceleration (Weeks 5-8)

Primary Goal: Fortify Brand & Begin Dallas Expansion. Achieve #1 rank for brand name and increase Dallas-term impressions by 50%.

1. Brand SERP Fortification

• Action: Ensure the new Arlington page has correct Local Business schema. Audit and build 10 brand-name citations pointing to the Arlington page.
• Target: Move "robbins estate law" from position 3.5 to 1.0.
• Why: To stop losing direct-intent traffic and establish undisputed brand authority with Google.

2. Strategic Q&A Seeding

• Action: Proactively add 5 questions to the GBP Q&A that reframe the location as a feature. E.g., "Is your Arlington office convenient for Dallas residents?" Answer: "Yes, we're located just off the highway, offering clients a convenient alternative to downtown traffic and parking."
• Target: Address the primary user objection (location) before they click away.
• Why: This turns a perceived weakness into a strength and improves the conversion rate of Dallas-based searchers.

3. Dallas Service Area Content Push

• Action: Publish 2 Google Posts per week mentioning Dallas service (e.g., "Proudly Serving Dallas Clients"). Link these posts to a "Dallas Estate Planning" service page on the website.
• Target: Increase impressions for Dallas-related generic terms by 50%.
• Why: To create strong relevance signals connecting the Arlington GMB to the Dallas market, laying the groundwork for future ranking.

Month 3: Domination (Weeks 9-12)

Primary Goal: Achieve Top-20 Ranking in Dallas & Drive Leads.

1. Geo-Grid Expansion

• Action: Use a geo-grid rank tracker to find weak spots in Dallas. Create Google Posts and content mentioning those neighborhoods (e.g., "Uptown Dallas Trust Attorney").
• Target: Achieve a top-20 ranking in at least 3 Dallas zip codes.
• Why: This shifts from a general Dallas strategy to a targeted, neighborhood-specific approach to gain a foothold.

2. Click-Through Rate (CTR) Optimization

• Action: A/B test Google Post headlines for the "estate planning" term. Example: "5-Star Rated Estate Planning" vs. "Free Estate Planning Consultation".
• Target: Increase CTR for the "estate planning" term from 0% to >2%.
• Why: To capitalize on existing visibility and finally convert high-impression/zero-click terms into traffic.

3. Video Content Introduction

• Action: Film and upload a 30-second intro video to the GMB profile, explicitly stating they serve the entire DFW area, including Dallas.
• Target: Increase user engagement on the profile.
• Why: Video is a powerful, underutilized trust-builder that helps the profile stand out and directly addresses service area questions.

🎯 KEY PERFORMANCE TARGETS

By End of 90 Days:

• Reviews: 2 → 20+ (+18 reviews)
• Profile Views: 116 → 300+ (+158%)
• Calls: 1 → 10+ (+900%)
• Target Position for "probate attorney arlington texas": 77.7 → <10
• Target Position for "robbins estate law": 3.5 → 1.0

Leading Indicators to Track Weekly:

1. Review acquisition rate.

2. Rank for "probate attorney arlington texas" and "robbins estate law".

3. Call conversion rate (Calls / Profile Views).

4. Impressions for Dallas-modifier keywords.

💡 STRATEGIC RECOMMENDATIONS

Immediate Priorities (This Week):

1. Create Arlington Location Page: Build a new, optimized location page on robbinsestatelaw.com specifically for the Arlington office.

2. Update GMB Website Link: Change the website URL in the Google Business Profile to the new Arlington page. THIS IS THE MOST IMPORTANT STEP.

3. Launch Review Campaign: Begin outreach to the first 10 past clients.

Resource Allocation:

• Highest ROI: The one-time fix of the GMB website link, followed by the review campaign.
• Quick Wins: Seeding the Q&A section and uploading 10+ new, geo-tagged photos to the profile.
• Long-term Investments: Consistent content creation (Google Posts, website pages) to overcome the geographic disadvantage in Dallas.