The Near Memo What #1-Ranking Personal Injury Lawyers Are Doing Right — Greg Gifford’s GBP Local Ranking Study
Nov 12, 2025
Local SEO expert Greg Gifford, founder of SearchLab Digital, discusses his comprehensive study of 3,000 personal injury law firms' Google Business Profiles. He reveals the key differences between #1 and #10 ranked firms, focusing on review response rates, photo uploads, and technical SEO issues. Gifford explains surprising findings around UTM tracking and the implications of distance from city centroids for rankings. The conversation also dives into the future of local search in an AI-driven world, offering valuable insights for SEO practitioners.
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Large-Scale Comparative GBP Study
- Greg Gifford gathered GBP data for ~3,600 profiles across 8 queries in 20 largest US cities to compare position 1 vs 10.
- The study compares averages and shows common best-practice signals align with higher-ranking profiles.
Proximity Still Influences Local Rank
- Distance from the search centroid still matters; position 1 averaged 0.7 miles vs 1.6 miles for position 10.
- Proximity remains an influential local signal, even across verticals.
Prioritize Consistent Review Growth
- Prioritize consistent review acquisition: position one firms had far more reviews (555) than the average (362).
- Aim to exceed competitors' review volume and maintain a high star rating to stay competitive.