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The Champion

December 2016 , Page 28 

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Understanding SEO, Websites and How to Establish an Online Presence

By Jay Ruane, Brendan Ruane, Seth Price, and David Brenton

Search engine optimization (SEO) is one critical way for lawyers to increase their web traffic. It is the process of getting traffic from the “free,” “organic,” “editorial,” or “natural” search results on search engines. Several options are available that allow lawyers to effectively use SEO to bring new potential clients to their websites. In addition to explaining and breaking down these options, this article discusses many of the things to consider when choosing a web and SEO provider.

Historical Considerations

When the web was in its infancy, it really was like the Wild West with no code of conduct that had been universally accepted. Back then, no dominant search engine existed and each engine used different metrics to identify quality material for the web visitor, thus encouraging savvy website operators to try to “game” the results page. One very early way to game the search engines into thinking that a page had value was to add intended words or phrases multiple t

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