Ten years ago, when the Web was in its relative infancy, practically all a lawyer needed to do to attract clients was to ensure that his site came up #1 in search-engine results. There were various techniques for doing this—both unethical (“black hat SEO”) and completely above-board—and the result often was that the results of any text search including the word “lawyer” would be dominated by that attorney's site.

Today, it's still important that your law firm's website ranks well in Google, but being #1 isn't what it used to be. First or all, even if you do come up #1 in search, Google may insert deceptive-looking advertisements above you, which have been paid for by another law firm. And second, today’s web users are savvy enough that they don't automatically click on the top entry in their list of results; they know to scan at least the first four or five items to find the one that best answers their search query. Even if you're #1, you may not “win the click” if the text provided by your competitor is more enticing.

Finally, Google itself has made it much more difficult to win that coveted #1 spot. Its recent “Panda” and “Penguin” updates punish lawyers who are overly ambitious with their search-engine optimization strategies, or whose content simply isn't good enough to be rated highly by Google's search algorithm.

At Great Legal Marketing, we know that placing well in Google is part of the battle, but it isn't the whole war, not by a long shot.

Questions? Download your free sample chapter of the Great Legal Marketing book to get acquainted with a different perspective on law firm promotion. Then call our lawyer marketing experts today at 888-791-2150 to learn what we can do for you!

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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