No one can guarantee a #1 ranking on Google.
Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap and you can do this yourself at no cost whatsoever.
You might think that this horse has been sufficiently beaten. Unfortunately, I still see ad copy and landing pages from law firm SEO companies that contain this promise. Let's wade through the iron pyrite.
First, think about the huge problems that Google would face if it could be proven that they were giving some companies special treatment in search results.
Second, rankings don't equate with business. You can rank #1 for a query that no one is using. You can rank #1 for a query that people use, but is irrelevant to your law firm. You can rank #1 for a query that generates thousands of visitors that don't become clients.
Third, regardless of perceived performance, companies that sell on guaranteed rankings are lying to you. If they're willing to lie to you to get your business, do you really want them marketing your law practice? Do you think they will hesitate to break legal ethics rules? Do you think they even know about them?
Guaranteed rankings feel warm and fuzzy. But they're an illusion. They're the truest form of SEO snake oil.
Finally, you'll likely see something like this floating around the web:
People who don't guarantee rankings can't get results.
It's a lie. Don't fall for it.
Please don't misunderstand me. I'm sure there are plenty of examples of SEO companies that pitch guaranteed rankings are actually delivering meaningful results to some clients. Unscrupulous marketing messaging and results are not mutually exclusive. Again, my main point here is that they're lying to you. There's simply no way around it.
Oh and while I'm here, don't put too much stock in this idea of award-winning or #1 SEO company. Seems there's been an increase in these ads too. What award? #1 by what criteria? I have yet to see a truly merit-based law firm SEO award. In fact, most of the SEO companies I'm familiar with would resist the scrutiny required to actually make such a merit-based assessment.
If you're considering internet marketing help, ask a lot of questions. Ask people you trust. Ask for examples and success stories. Ask about how success will be measured. Ask how long it will take. Ask them specifically what they'll do and their rationale for doing it.
Don't buy Guaranteed Rankings from World's #1 Award-Winning Internet Marketing Company!
You're smarter than that... I think...
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But here’s the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: • PPC Ads • SEO Rankings • Lead Generation Very few want to talk: • Brand • Trust & Recognition • Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]
I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
If you’ve spent any time on LinkedIn, you’ve likely seen posts from law firm SEO experts showing off charts with an “up and to the right” trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And it’s not just the agencies celebrating—𝗹𝗮𝘄 𝗳𝗶𝗿𝗺𝘀 𝘁𝗵𝗮𝘁 𝗵𝗮𝘃𝗲 𝗵𝗶𝗿𝗲𝗱 𝘁𝗵𝗲𝗺 […]
Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
When you think of "marketing," what's the first thing that comes to mind? Ads? SEO? Social Media? What about: Helping others?Taking the lead? Rallying around your community? Need an example? Learn from Bart Siniard at Siniard Law Injury Attorneys efforts to help rebuild Mary's Pit BBQ. These efforts aren't about marketing. They're about supporting a […]
