Law Firm SEO Marketing Idea: Stand for Something

Gyi Tsakalakis
June 20, 2013

Let's get right into it. Here's an RCS SEO marketing idea.

Standing for SEO-mething

What do you stand for? Who else stands for this?

Some lawyers went to law school to help people, others for social change. If you're one of those types, there are probably some causes that you're passionate about. You might even serve clients in matters that are somehow related to these causes.

There are probably a bunch of other people that feel the same way you do. You probably even know some of them. Some of these people might even write about these issues. You might even already subscribe to their blogs.

Some of these people may have organized. They may have formed groups, associations and organizations to further their cause. You may even be a member in some of these.

Okay, so what does this have to do with SEO and marketing?

These people and organizations are likely to have websites, blogs and social media profiles and pages. They're likely following important news related to their cause. They're having discussions about the issues both online and offline.

Are you involved in these discussions? Are they talking about you?

You might not even think of standing for something as having anything to do with marketing. And that's fine. I don't really care what you call it.

But standing for something and participating in the conversations, organizations and events surrounding your cause is one of the most effective ways to increase visibility within search engines. Of course, SEO isn't the only reason (or probably even very high on the list) you ought to stand for something. Nonetheless, it's nice indirect benefit.

By standing for something and participating in the movement of your chosen cause, you will likely earn the attention of others in a positive way. This attention will sometimes lead to mentions, links, shares, comments and other opportunities for sending popularity signals to search engines.

Here's a quick example. Looking for local Chicago stories and discussions, I went over to Topix.com and performed a search. At the top of the list:

Chicago Newswire   Topix

Which linked to this article on CBSLocal.com:

Gay Chicago Man To Scale Mt. Everest For Same Sex Marriage « CBS Chicago

Which contains this link to Everest4Equality:

Gay Chicago Man To Scale Mt. Everest For Same Sex Marriage « CBS Chicago2

Now, did art gallery salesman and avid mountain climber, Joe Rudy put this plan together to get a link from CBS local? Of course not. He's fighting for equal rights. He's raising awareness. He enjoys mountain climbing.

But he also raised awareness for Everest4Equality. He was mentioned in the news. And yes, he got a followed link.

You might think that this is a cynical "markety" way to look at this. You're entitled to your opinion. But if part of your law firm's business development involves attracting potential clients from search engines, you should think more like this.

Instead of trying to game Google with crappy law firm internet marketing stuff, why don't you spend some time thinking and acting in a way that earns the kind of attention you want, as well as, popularity signals from search engines?

Law firms that have moved their marketing strategies in this direction are gaining valuable search visibility. The kind of visibility you can't beat by spinning articles, submitting your site to directories and buying links from other websites.

Yes, this approach takes time, effort and probably even a little money. But it's much more effective than that "other stuff." And more importantly, you can be proud of it.

Gyi Tsakalakis
Co-Founder of AttorneySync
Subscribe
Notify of
guest
1 Comment
Oldest
Newest Most Voted
Inline Feedbacks
View all comments
Andrews Robert
Andrews Robert
11 years ago

No doubt that now most of us use internet and we have our social profile like facebook, Google plus, etc. I have seen a statistic that more then 1.1 billion people use facebook and it proves that if we use social media platform for our marketing then we can easily reach to many people. But we should share informative and interesting post. People should not think that we are doing only for business but they should think that they are getting information.

Let's Discuss Your Growth

Helping law firms grow profitably with digital marketing and can prove it.

Barry Conybeare

We are so impressed with AttorneySync and their digital marketing services. We started with an audit of our digital presence and hired them thereafter. Fixes to the website and other platforms quickly followed and we have seen a substantial increase in online traffic, new client calls, and new client contracts. Strongly recommend AttorneySync!

Let's Talk

How can we help?

More From Our Blog

May 3, 2025
Non-Brand 📉 𝗕𝗿𝗮𝗻𝗱 📈

Here's a recent Google SERP for "𝘄𝗵𝗼 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗰𝗮𝗿 𝗮𝗰𝗰𝗶𝗱𝗲𝗻𝘁 𝗹𝗮𝘄𝘆𝗲𝗿𝘀 𝗶𝗻 𝗽𝗵𝗶𝗹𝗮𝗱𝗲𝗹𝗽𝗵𝗶𝗮." Ads? ❌LSAs? ❌Local Pack? ❌Links? ❌ 🔷 AI Overview? ✅ 6 firms listed. Only one tiny 🔗. Click the 𝗦𝗵𝗼𝘄 𝗺𝗼𝗿𝗲 button? 𝗬𝗼𝘂 𝗴𝗲𝘁: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]

Read More
April 25, 2025
Do Confidentiality Rules of Professional Conduct Prohibit Use of Google's Local Services Ads?

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 […]

Read More
March 13, 2025
Lawyerist + Lunch Hour Legal Marketing Collaboration

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. […]

Read More
March 11, 2025
ChatGPT Legal Services Consumer Journeys and Marketing Attribution

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, […]

Read More
March 10, 2025
Law Firm Brand Amplifies All Marketing

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 […]

Read More
March 6, 2025
Artificial Intelligence Overviews (AIO) in Legal SEO

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 […]

Read More
February 27, 2025
You Can’t Hire for Law Firm SEO If You Don’t Understand It

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 […]

Read More
February 26, 2025
Law Firm SEO Success Isn't What You Think It Is

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 […]

Read More
February 15, 2025
What "Meh, Links" Means

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. […]

Read More

Let's Discuss

Questions or comments? Let's discuss on social!
Testimonials on this site are from examples of real client results. The results you see are not typical. They do not guarantee similar results. Individual results may vary based on a variety of factors. Your results may vary.
envelope
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram