Understanding SEO, Websites and How to Establish an Online Presence

Search engine optimization (SEO) — strategies to increase visitors to a website through high ranking placement in nonpaid search engine results — is a critical way for lawyers to increase their web traffic. Several options are available that allow lawyers to effectively use SEO to bring new potential clients to their websites. Should a law firm hire a national player, a local website designer, or someone who focuses on the legal niche for online marketing and search optimization? The authors discuss the pros and cons concerning the different options. In addition, they describe deceptive SEO sales pitches and explain ways to improve a law firm’s rank on the search engine results page.