We launched our law firm's new website a couple of weeks ago, and we're showing up on the tenth page of Google search results for our primary search term. What are we doing wrong?

Probably nothing—and if you are doing something wrong, it'll probably take you at least a few months to figure out what! The fact is that, in today's intensely competitive marketplace, it's virtually impossible to launch a new site and have it dominate search results within a few days, a few weeks, or even a few months. Why?

  • You have plenty of competition, and they have had a substantial head start (that law firm down the block may have had a web presence for 10 years!)
  • Google wants to wait and see how you perform according to its “quality” algorithms, and how “sticky” your site is when visitors land on it. That takes weeks to establish.
  • You may have targeted an extremely competitive search term (say, “New York personal injury lawyer”), and you'll have to lower your sights to something more reasonable.
  • Adding new content on a regular basis is one way to improve your site's rank, and that's a process that takes a lot of time and effort.

Of course, it's possible that you did do something wrong when launching your site—so there's no harm in checking and re-checking your SEO practices (did you “overstuff” key phrases on each page? Is each page of your site distinctive and original, or did you use the “cookie-cutter” approach whereby each article is substantially the same, but targeted to a different geographic area or key phrase?)

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