Most search engine optimization is junk. The barrier to being an “seo expert” isn’t very high. All someone has to do is learn some terms, figure out how to pitch it, and build some garbage links. They will probably submit your site to a bunch of the usual online directories and maybe even do some comment and/or social media/bookmarking spamming.
These canned search engine optimization campaigns typically don’t work. They fail to take into consideration the competitiveness of your search marketing segment. They fail to identify the strategies and investments being employed by your competitors. Most importantly, they can cast your professional reputation in a negative light.
When the time comes that you decide to build a web presence for your law firm, make sure that any consultant that you meet has a good understanding of competitive analysis. Talk to them about identifying the most effective search engine optimization strategies, methods, and techniques for your specific practice areas in your geographic location.
Don’t get sold on general link building programs or ranking for a particular keyword or group of keywords. Make sure you have an understanding and an objective measurement of the work that they are performing for you.
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