Round Rock, TX

🚨 SECURITY & INTEGRITY STATUS

Overall Status: 🚨 CRITICAL

Name, Address, Phone (NAP) Validation

Business Name:

✅ Verified: "Robbins Estate Law" matches baseline

Address:

🚨 MISMATCH: Found "1000 Heritage Center Cir Office $137, Round Rock, TX 78664" | Expected "1000 Heritage Center Cir Office # 137, Round Rock, TX 78664"

Phone Number:

✅ Verified: (512) 601-4889 matches baseline

Primary Category:

✅ Verified: "Estate Planning Attorney"

Additional Checks

Website:

✅ Verified: Domain and path match baseline

Rating Status:

✅ Excellent: 5.0★ with 75 reviews

Action Items

🚨 IMMEDIATE ACTION REQUIRED:

1. Correct Address Typo: The office number in the live address ("$137") is incorrect and must be corrected to match the baseline ("# 137").

2. Submit an address correction request via the GBP dashboard immediately to ensure data integrity and prevent delivery issues.

📊 HISTORICAL TREND ANALYSIS

Month-over-Month Performance

Strongest Growth:

• CTR: +152.3% (0.88% → 2.22%) - CRITICAL ANOMALY
• Total Traffic: +380.0% (5 → 24) - CRITICAL ANOMALY
• Website Clicks: +30.0% (60 → 78)

Concerning Trends:

• Directions dropped 11.5% (61 → 54)
• Calls dropped 10.0% (10 → 9)

Pattern:

A major rank improvement (2.0 → 1.8) has triggered an anomalous surge in CTR and website traffic. This suggests a significant shift in user behavior, with users clicking to the website directly from search results rather than engaging with the profile's call or direction features.

Year-over-Year Performance

Annual Growth:

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

Key Insight:

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

Strategic Takeaway

This profile experienced a dramatic positive shift. The improved ranking has directly resulted in a massive CTR and traffic increase, which is a major success. However, the decline in high-intent actions like calls and directions is a concern. For the next 90 days, the priority is to ensure the website is optimized to convert this new surge of traffic. We must also investigate if website CTAs are cannibalizing GBP actions or if there's another reason for the decline.

⚔️ COMPETITIVE LANDSCAPE

Market Leader: Robbins Estate Law (#1 with 75 reviews, 5.0 rating)

Client Position: #1 with 75 reviews, 5.0 rating

The Gap: N/A. The strategic imperative is to widen the lead and convert existing top-ranking visibility into revenue.

Critical Competitive Insights:

• Stagnant Social Proof: While #1, review velocity has slowed to just one new review in the past month. This creates an opening for competitors to close the social proof gap.
• Potential Conversion Bottleneck: A 30% MoM increase in website clicks coupled with a -10% drop in calls suggests the GBP is successfully driving interest, but users are not converting on the website. This is a critical vulnerability.

🔍 SEARCH INTELLIGENCE ANALYSIS

Query Breakdown:

• Brand Queries: 77.5% ("robbins estate law")
• Generic Queries: 22.5% ("real estate attorney round rock")

🚨 CRITICAL FINDINGS:

• Location Intent is Strong: All detected queries correctly target "Round Rock," indicating excellent local relevance. No location cannibalization is present.
• Massive Engagement Gap: The firm ranks in top positions for high-value, non-branded terms like "estate planning" (Pos 1.7) and "real estate law" (Pos 2.6) but receives zero clicks. This is the single biggest growth opportunity.

High-Value Keyword Opportunities:

1. "estate planning": 161 impressions/mo, Position 1.7, Opportunity: A 0% CTR for a core service is a critical failure. Fixing this will capture high-intent traffic.

2. "real estate law": 195 impressions/mo, Position 2.6, Opportunity: The highest-impression generic keyword has zero clicks. Optimizing GBP content (Posts, Q&A) for this term can immediately drive engagement.

📊 PERFORMANCE DIAGNOSTICS

Conversion Funnel Analysis:

• Profile Views: 1,068
• Call Rate: 0.84% (Industry benchmark: ~3-5%)
• Direction Rate: 5.05% (Industry benchmark: ~5-8%)
• Assessment: Critically below benchmark. The call rate is the primary performance failure. Users see the profile but lack the trust or information to call, instead clicking to the website for answers.

Trend Assessment:

• MoM Momentum: Declining. Despite an improved average position (2.0 → 1.8), key conversions are down: Calls (-10%) and Directions (-11.5%).
• Key Driver: The sharp increase in website clicks (+30%) is a strong signal that the GBP profile lacks compelling information, forcing users to leave the platform to research further. The website itself is likely failing to convert this traffic.
• Risk Factors: Competitors with better on-profile and on-site conversion tactics will capture all non-branded search traffic, eroding market share despite our #1 rank.

🗺️ 90-DAY DOMINATION ROADMAP

Month 1: Foundation (Weeks 1-4)

Primary Goal: Triple the call conversion rate and activate zero-click keywords.

1. Landing Page Conversion Audit

• Action: Conduct a 1-hour audit of the `/round-rock-texas` landing page. Check for above-the-fold contact forms, click-to-call phone numbers on mobile, and clear attorney testimonials.
• Target: Identify and implement 3-5 conversion improvements within the first week.
• Why: To fix the suspected conversion bottleneck that is depressing call volume from motivated searchers.

2. High-Intent Post Campaign

• Action: Publish 3 Google Posts per week. Two posts will target zero-click keywords ("estate planning," "real estate law"). One post will amplify a proven keyword ("estate planning attorney round rock").
• Target Keywords: `estate planning`, `real estate law`, `estate planning attorney round rock`.
• Expected Impact: Immediately address the 0% CTR issue and begin capturing existing search demand.

3. Review Velocity Campaign

• Action: Implement an SMS/email-based review request system targeting all newly closed client matters.
• Target: 8 new reviews.
• Why: To widen the competitive moat, review velocity must increase from the current rate of one per month.

Month 2: Acceleration (Weeks 5-8)

Primary Goal: Increase profile-driven leads by 50% MoM and expand keyword authority.

1. Service Feature Rollout

• Action: Fully build out GBP Services with detailed descriptions for at least 5 core offerings (e.g., "Probate Administration," "Will & Trust Creation"). Link each service to its corresponding website page.
• Target: Increase website clicks originating from the Services section by 25%.
• Why: Provides clear, structured information that answers user questions on the profile, increasing direct calls.

2. Visual Trust Building

• Action: Upload 10 new, high-resolution photos showcasing the team and office. Geotag all photos with "Round Rock, TX." Populate the GBP Q&A with 5 common client questions.
• Target: Increase user photo views by 30%.
• Why: Photos and Q&A humanize the firm, build trust, and reduce the need for users to click away to the website.

3. Hyper-Local Content Series

• Action: Create two Google Posts framed as "3 Estate Planning Must-Haves for Round Rock Homeowners" and "The Probate Process in Williamson County, TX."
• Target: A 15% higher engagement rate than standard posts.
• Why: Leverages proven local search intent to build unmatched local authority and attract the highest-quality leads.

Month 3: Domination (Weeks 9-12)

Primary Goal: Solidify #1 ranking authority and achieve a sustained >3% call conversion rate.

1. Case Study Showcase

• Action: Publish two Google Posts formatted as client success stories (anonymized). Example: "How We Helped a Round Rock Family Simplify Their Estate Plan."
• Target: Increase in "Save Post" actions and website clicks.
• Why: Moves beyond listing services to demonstrating results, a powerful differentiator for high-value legal services.

2. Video Introduction

• Action: Produce and upload a 30-second "Meet Our Firm" video to the GBP profile.
• Target: 500 video views in the first month.
• Why: Video is a powerful medium for building rapport and setting the firm apart from text-only competitor profiles.

3. Full Funnel Audit

• Action: Analyze performance data from the previous 60 days. Identify the highest-performing post topics and double down on what drives calls vs. website clicks.
• Target: Refine the content strategy to sustain a call rate of >3%.
• Why: Uses data to focus resources on the most effective conversion tactics.

🎯 KEY PERFORMANCE TARGETS

By End of 90 Days:

• Reviews: 75 → 90+ (+15 reviews)
• Call Conversion Rate: 0.84% → 3.0%+
• Calls: 9 → 32+ (+255%)
• Target CTR for "estate planning": 0% → >3%

Leading Indicators to Track Weekly:

1. Call conversion rate (Calls / Profile Views)

2. CTR on top 3 generic keywords

3. Number of new reviews acquired

4. Website clicks vs. direct calls trend

💡 STRATEGIC RECOMMENDATIONS

Immediate Priorities (This Week):

1. Conduct Landing Page Audit: Immediately identify and fix conversion blockers on the website.

2. Launch Google Post Campaign: Schedule the first three posts targeting both zero-click and proven keywords.

3. Activate Review System: Send review requests to the 5 most recent satisfied clients.

Resource Allocation:

• Highest ROI: Fixing the website landing page conversion issues.
• Quick Wins: Populating GBP Q&A and launching the targeted Google Post campaign.
• Long-term Investments: Building a steady, automated stream of reviews to defend the #1 rank.