When many people think about search engine optimization, they immediately jump to concepts like using keywords on your web pages, and building links to your website. No don't get me wrong, optimizing your web pages with keywords and acquiring new links are very important to getting found in search engines. But before we jump to executing optimization strategies, it's worth spending some time thinking about how people use search engines.
Admittedly, it's impossible for me to describe all the different ways people use search to find stuff online. In fact, every single day there are a number of searches that have never been done before.
However, there are some general search habits that can be very helpful in developing an optimization strategy. Here are a few ways that people use search engines, and what you can do to get your law firm in front of these searchers:
People are using search engines like yellow pages or other business directories. They will type in terms like "lawyer" or "criminal attorney" or "miami personal injury lawyer."
These searchers are often very targeted and likely to convert into a potential client inquiry. To get in front of these searchers, you need to focus on a combination of traditional SEO strategies, as well as, local search strategies. Local search includes building business citations, and sending search engines additional local signals that will help your firm appear in map results and hybrid local organic results.
Another way that a lot of people use search engines is to perform a research task. Perhaps they are researching ways to pay their medical bills. Or maybe they have been charged with a crime and want to know what criminal penalties they may be facing. Or perhaps they are looking for ways to deal with mounting debt issues.
These searchers may not necessarily be looking for a lawyer right now. However, by answering their questions, or providing them useful information, you may be able to attract and engage these searchers. While these searchers may not convert into inquiries at as high of a rate as directory searchers, there are many more research searchers out there. In order to get in front of research searchers, you should focus on developing topically relevant content to your practice. Topical blogs are an excellent way to do this. Think about what questions researchers that might eventually need your services might be asking online, and write in a way that demonstrates your knowledge on the topic and answers their questions.
Finally, if you are working to develop your professional reputation offline, you will begin to notice that people are searching for your name of firm name. Even word-of-mouth referrals will look you up online. What will they see? Will they see your clients and colleagues speaking highly of you? Will they read something helpful or informative that you have published? While getting in front of these searchers may not be as challenging from a rankings standpoint, it's very important that you manage your reputation.
I recommend that lawyers "google themselves" once per day. Further, you should set up Google Alerts for your name, firm name, and variations of your name. That way, when something containing your professional reputation information is indexed in Google, you will know about it very quickly.
Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ." Ads? โLSAs? โLocal Pack? โLinks? โ ๐ท AI Overview? โ 6 firms listed. Only one tiny ๐. Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button? ๐ฌ๐ผ๐ ๐ด๐ฒ๐: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]
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 hereโs the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: โข PPC Ads โข SEO Rankings โข Lead Generation Very few want to talk: โข Brand โข Trust & Recognition โข 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 youโve spent any time on LinkedIn, youโve likely seen posts from law firm SEO experts showing off charts with an โup and to the rightโ trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And itโs not just the agencies celebratingโ๐น๐ฎ๐ ๐ณ๐ถ๐ฟ๐บ๐ ๐๐ต๐ฎ๐ ๐ต๐ฎ๐๐ฒ ๐ต๐ถ๐ฟ๐ฒ๐ฑ ๐๐ต๐ฒ๐บ […]
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. […]