⚔️ COMPETITIVE LANDSCAPE
Market Leader: Texas Estate Plans (#2 rank, but represents a typical non-brand competitor)
Client Position: #1 (for branded search) with 9 reviews, 5.0 rating
The Gap: Competitor review counts are unavailable, but with only 9 reviews, Robbins Estate Law has a severe social proof deficit, making it appear less established than competitors.
Critical Competitive Insights:
- Perfect Rating Parity: Top competitors also have 5.0 ratings, making review *quantity* and quality the primary trust signal and key differentiator. The client's 9 reviews are a critical vulnerability.
- Brand Rank Dependency: The client's #1 rank is driven by branded searches ("robbins estate law"). The firm is virtually invisible for generic, client-generating searches where the real growth lies.
🔍 SEARCH INTELLIGENCE ANALYSIS
Query Breakdown:
- Brand Queries: 100% ("robbins estate law" - 131 queries)
- Generic Queries: 0% (No generic queries appeared in the top GBP search terms)
🚨 CRITICAL FINDINGS:
- Zero Non-Brand Visibility: 100% of tracked GBP search traffic is from people who already know the firm's name. This indicates a total failure to attract new clients from organic search via GBP.
- High-Impression/Low-Click Wastage: GSC data shows the firm ranks highly for valuable generic terms but gets zero clicks, indicating a severe trust or engagement problem on the SERP.
- Unqualified Direction Requests: The extremely high number of Direction requests (63) compared to Calls (1) is likely due to the office's location in a large, multi-tenant building. This is likely unqualified traffic navigating to the building, not the law firm, making the low call volume an even more urgent issue.
High-Value Keyword Opportunities:
1. "estate litigation attorney": Position 1.0, Opportunity: Ranking #1 with ZERO clicks is a massive failure. "Litigation" implies urgent, bottom-of-funnel intent. Capturing this traffic is the top priority.
2. "estate planning": Position 5.5, Opportunity: Visible on page one for the primary target keyword but is being ignored, almost certainly for competitors with stronger social proof (more reviews).
📊 PERFORMANCE DIAGNOSTICS
Conversion Funnel Analysis:
- Profile Views: 288
- Call Rate: 0.35% (Critically below industry benchmark of 3-5%)
- Direction Rate: 21.9% (Artificially high; data is unreliable due to office location)
- Assessment: The conversion funnel is broken. The call rate is alarmingly low, directly pointing to a lack of trust signals (reviews) and weak calls-to-action on the profile.
Trend Assessment:
- MoM Momentum: Establishing Baseline. All metrics are marked as "new," indicating this is the first period of tracking or the profile is brand new.
- Key Driver: The profile is only generating branded traffic and has not been optimized for growth.
- Risk Factors: Without immediate action, growth will completely stagnate, leaving the business solely dependent on referrals.
🗺️ 90-DAY DOMINATION ROADMAP
Month 1: Foundation (Weeks 1-4)
Primary Goal: Generate first non-brand conversions & establish critical social proof.
1. Review Velocity Campaign
- Action: Implement an automated SMS & email review request campaign targeting all satisfied clients from the past 6 months.
- Target: 20+ new reviews (achieving 30+ total).
- Why: To immediately fix the trust deficit that is killing CTR and call rates. This is the single highest-impact action.
2. Urgent Intent Capture for "Litigation"
- Action: Create a dedicated GBP Service for "Estate & Trust Litigation." Write a detailed description, link it to the relevant website page, and seed the Q&A with a question like "When do I need an estate litigation lawyer?"
- Target Keywords: `estate litigation attorney`, `trust litigation lawyer`.
- Expected Impact: Convert the existing #1 ranking from zero clicks to a >3% CTR, capturing high-value leads.
3. Conversion Optimization
- Action: Enable the GBP Chat/Messaging feature and rewrite the business description to lead with a compelling value proposition.
- Target: Increase call rate from 0.35% to over 2.0%.
- Why: To provide a lower-friction contact method and capture users who are on the profile but hesitant to call.
Month 2: Acceleration (Weeks 5-8)
Primary Goal: Capture local market share for core planning services.
1. Service & Category Expansion
- Action: Add all secondary services (`probate attorney`, `trust and will`, `real estate attorney`) to GBP Services with unique, keyword-rich descriptions (200+ words each).
- Target: Achieve visibility for 3 new non-brand service keywords.
- Why: To build relevance for a wider range of high-intent searches beyond just "estate planning."
2. Q&A Authority Building
- Action: Proactively populate the GBP Q&A section with the top 5 questions clients ask about estate planning, providing detailed answers.
- Target: Own more SERP real estate and answer user questions directly in search results.
- Why: This builds authority and increases prospect confidence, leading to more calls.
3. Visual Trust Signals
- Action: Upload 10 new, high-quality office and team photos, all geo-tagged for River Place, TX.
- Target: Increase user engagement signals and reinforce local expertise.
- Why: Professional photos improve trust and local SEO signals, making the profile more appealing.
Month 3: Domination (Weeks 9-12)
Primary Goal: Achieve Top-3 ranking for the primary "estate planning" keyword.
1. Hyper-Local Content Strategy
- Action: Publish a series of 4 Google Posts and one new website page on "Estate Planning for River Place Residents," highlighting local knowledge.
- Target: Achieve a top-3 ranking for "estate planning River Place TX".
- Why: To signal to Google that Robbins Estate Law is the definitive local authority in this service area.
2. Review Response Engagement
- Action: Respond to 100% of new reviews within 24 hours, mentioning the service provided (e.g., "Thank you for trusting us with your estate plan").
- Target: Maintain a 100% response rate.
- Why: Signals active management to Google and demonstrates excellent client service to prospects.
3. Website-GBP Synergy
- Action: Link the new hyper-local website page directly from the "Estate Planning" GBP Service item.
- Target: Pass authority between the website and GBP, improving rankings for both.
- Why: Creates a powerful, interconnected local SEO signal that reinforces expertise.
🎯 KEY PERFORMANCE TARGETS
By End of 90 Days:
- Reviews: 9 → 30+ (+21 reviews)
- Profile Views: 288 → 500+ (+73%)
- Calls: 1 → 8-12 (+800%)
- Target Position for "estate planning": 5.5 → Top 3
Leading Indicators to Track Weekly:
1. Number of new reviews published.
2. CTR for "estate litigation attorney" in GSC.
3. Call conversion rate (Calls / Profile Views).
4. Rank position for "estate planning."
💡 STRATEGIC RECOMMENDATIONS
Immediate Priorities (This Week):
1. Launch the review campaign targeting all satisfied clients from the past 6 months.
2. Create the "Estate & Trust Litigation" GBP Service to immediately capitalize on the existing #1 ranking.
3. Enable GBP Chat and update the business description with a strong call-to-action.
Resource Allocation:
- Highest ROI: Review Generation. This single activity will positively impact every other metric.
- Quick Wins: Building out the "Estate Litigation" service to convert existing zero-click visibility into high-value leads.
- Long-term Investments: Creating hyper-local service content on the website to build a sustainable ranking advantage.