If you think about it, it really should come as no surprise that canned and one-size fits all seo solutions don't work. Search engine positions depend primarily on links. If you are getting the same links that everyone else is getting, your link profile will be the same as everyone else's and there will be no reason for a search engine to position your website ahead of others.
Most canned search engine optimization strategies involve acquiring links from directories and various other social networking, social media, and social bookmarking sites. They sell their consumers on building links, getting rankings for certain keywords, and various other "seoy" marketing ploys.
If you perform a competitive back link analysis of your competitors' websites, chances are that they are getting links that are difficult for the masses to obtain. That is why they are ranking well for their target keywords. While competitive analysis linking is a good strategy for obtaining quality links that you may have otherwise not considered, merely copying canned and one sized fits all back link profiles will have very little effect on your online visibility (and in fact may hinder it).
The truth is, that in order to be successful, you need to employ a strategy that is customized for your target keywords and competitive landscape. For example, if you are targeting extremely competitive "head search phrases" that have high search volumes on a national level, your search marketing strategy needs to be built, as well as, invested into, accordingly. On the other hand, if you are targeting less competitive keywords in a very localized market and practice area, your law firm seo strategy will likely take an entirely different shape.
Ultimately, any investments you make into Internet marketing for your law firm must produce new business. While the effectiveness of some strategies is more difficult than others, it is very important to set goals, work to meet those goals, and then re-evaluate your progress and methodology. In a sentence, don't waste your time or money on canned, one sized fits all, search engine optimization solutions.
