Google Lowers Search Profile Requirements, Opening the Door for More Law Firms

Google Search Profiles Opening Up After Two Months

Google is making Search Profiles available to a much larger group of users, putting the feature within reach of more law firms and attorneys.

When Google introduced Search Profiles in June, we covered what the feature could mean for law firm branding, content, video, and social media. Search Profiles give eligible entities, like law firms, a dedicated profile at the top of relevant Google searches where users can find their websites, social accounts, recent articles, videos, and other content connected to the same source.

The biggest limitation was eligibility. Google initially required a substantial social following of 100,000 followers, which put Search Profiles outside the reach of most law firms. Now, just over two months after the launch, that requirement has changed.

Google Drops the Requirement to 35,000 Followers

Google has lowered the minimum followership required to create a Search Profile on three of the four qualifying social platforms.

According to Google’s updated eligibility requirements, publishers and creators now need to meet the audience requirement on one qualifying platform.

• ⚙️ YouTube | 35,000 subscribers
• ⚙️ Instagram | 35,000 followers
• ⚙️ X | 35,000 followers
• ⚙️ TikTok | 100,000 followers

Google previously required 100,000 subscribers or followers on each of those platforms. Your firm does not need 35,000 followers on every platform. Meeting the requirement on one eligible platform can satisfy the audience threshold.

Individual attorney accounts also deserve attention. A law firm may have fewer than 35,000 followers on its primary social accounts while one of its attorneys has built a qualifying audience through YouTube, Instagram, or X. Attorneys who regularly publish videos, comment on legal issues, appear in the media, or have developed recognizable personal brands may already qualify.

Search Profiles should not be mistaken for a new ranking factor. Google states that creating one does not directly affect how content ranks in Search. Instead, a Search Profile can bring an attorney or firm’s website, social profiles, articles, videos, and other content into a dedicated destination. Users can also follow profiles, which Google says may result in more content from that source appearing in their Discover feeds.

Google is lowering these requirements a little more than two months after Search Profiles were announced. The company has also said it plans to expand the feature to more countries. Firms that did not meet the original requirements should review their eligibility again.

What Some Law Firms Could Do Now

Law firms should review the social audiences attached to both the firm and its attorneys. Are any social accounts hitting 35k followers? YouTube channels, Instagram accounts, X profiles, and TikTok accounts that weren’t originally built for marketing may now help a firm or attorney qualify for another Google feature.

Firms should also review how qualifying attorneys are represented across the web. Website biographies, social profiles, videos, published articles, Knowledge Panels, and other public information should identify the attorney consistently. Prospective clients researching a lawyer may encounter several of these properties before deciding whether to contact the firm.

The lower requirements also give firms another reason to invest in audiences around individual attorneys. A lawyer with an established following can create opportunities that the firm’s primary accounts may not provide, particularly as Google develops more ways to connect creators with their published work.

At TSEG, we help law firms connect search marketing, content strategy, attorney branding, video, social media, and technical SEO. We can help firms determine whether their attorneys qualify for Search Profiles, assess how the feature fits into existing marketing efforts, and develop a strategy for building a stronger presence across Google and other digital channels.

If your firm now qualifies for a Google Search Profile, or you want to build the audience and online presence needed to take advantage of features like this, contact TSEG to discuss a custom strategy for your firm.