June 9, 2025 • 15 mins
Ever wondered why your perfectly optimized law firm website isn't skyrocketing to the top of Google? You're not alone in this frustrating experience.
The truth is, SEO for legal professionals isn't slow because you're doing something wrong—it's slow because thoroughness and precision take time, especially in an industry Google scrutinizes so carefully.
Think of SEO not as flipping a switch but as planting a garden—you might put in all the groundwork today, but you won't see those tomatoes tomorrow or even next week.
What SEO bottleneck is holding your firm back from reaching its full potential online?
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:06):
Why does SEO take so long?
Welcome to Legal Marketing 101.
I'm Toby Rosen.
Have you ever sat therewondering why your Google
rankings aren't skyrocketing tothe top of the page after you
spent all this time optimizingyour website?
Well, you're not alone.
And no, it's not because you'reslacking off or your marketing
(00:27):
team is slacking off, or whoeverit is.
In this episode, we're going tobreak down some of the hidden
mechanics, the legal industry'schallenges that are specific to
the legal industry when it comesto SEO, and we're going to talk
about some smart ways to speedup the impact of your efforts.
And you know how it goes.
You invest this time, thiseffort and sometimes a healthy
(00:48):
chunk of your marketing budgetto optimize your website and
everything seems perfect.
You've got the right keywords,crisp, fresh content, stuff
going up every week, slick pagesthey're loading really fast and
then crickets.
You watch and you wait and youclick on analytics obsessively
and you expect your site tosurge in the ranking.
And after 30 to 60 days, thefrustration starts to kick in.
(01:10):
You start wondering did we messsomething up?
Should we have done somethingdifferently?
And if that sounds all toofamiliar, rest assured, like I
said, you are not alone and,more importantly, you're
probably not doing anythingwrong, because here's the truth.
Seo is not like flicking aswitch.
It's more like planting agarden you might put in all the
(01:31):
groundwork today, but you're notgoing to see tomatoes tomorrow
or next week, or maybe even thenext week after that.
It takes a lot of nurturing,patience and time.
So why exactly does SEO take solong?
Well, google is not beingstubborn or secretive just to
frustrate us, even though itdefinitely feels like that on
(01:52):
most of the days that end in Y.
The real reason is somethingcalled algorithmic trust
building.
Think about it from Google'sperspective.
Their entire job is making surethat users find reliable,
trustworthy information whenthey search, and that takes more
than just a few quickadjustments.
Google's algorithms slowly test, evaluate and learn to trust
(02:16):
websites over extended periods.
They are looking for reallyconsistent signals that your
site is valuable, authoritativeand user-friendly, not just
optimized in whatever sense.
But here's the kicker.
For law firms, seo isnotoriously tough because our
industry falls into Google'syour money, your life category,
(02:37):
the YMYL category.
This means that our contentisn't just judged, it's
scrutinized heavily.
Google understands that legalinformation deeply affects
people's finances, health andwell-being, so it holds your
website to a higher standard.
That extra layer of scrutinycan slow things down pretty
significantly.
And then there's the marketitself.
(02:59):
The legal industry isincredibly competitive online.
You know this.
Think of the top keywords thatwe're going to target with your
website, things like divorceattorney, criminal law attorney,
personal injury lawyer.
Everyone else in your city andevery directory and aggregator
across the country is fightingtooth and nail for the top spots
on those coveted keywords.
(03:20):
It's not just about doingthings right, it's about doing
things consistently better thaneveryone else over a long period
of time.
And yeah, I know that soundsreally overwhelming.
Trust me, we're going to comeback to it.
But before we go there, let'snot forget about the infamous
Google sandbox effect.
This is especially powerful fornew websites or recently
updated domains.
So imagine the sandbox asGoogle's testing ground.
(03:43):
New sites or sites that aremaking significant changes are
put into a holding pen of sorts.
They're temporarily restrainedfrom ranking highly.
Google waits, they watch andthen they gradually release
these sites into the competitiverankings once they've proven
that they aren't spammy orunreliable.
It's a really frustratingprocess.
(04:04):
It's like sitting on thesidelines of a game you
desperately want to play, butit's Google's way of protecting
searchers from new sites thatare attempting to game the
system and provide less thanawesome content.
So if you're wondering whyyou're not seeing these quick
wins from your SEO efforts,remember this You're building
long-term authority, long-termtrust and long-term credibility,
(04:27):
and none of that can happenovernight.
Like a fine wine, seo getsbetter with age, assuming that
we store it correctly, we keepnurturing it.
Essentially, keep going, stayconsistent and eventually our
garden is going to grow.
But, like I said, we can'texpect ripe tomatoes by tomorrow
morning.
So let's dive a little bitdeeper into what's actually
(04:49):
happening behind the scenes withour law firm's SEO.
It's easy to imagine Google asthis giant scoreboard updating
in real time, but the reality isthat it's a little more like a
cautious detective.
Before Google even considersplacing you prominently in
search results, it's first goingto find, crawl and index your
content.
(05:09):
Think of this as Google simplyfiguring out what pages exist
and then filling them into thisgigantic virtual library.
After it goes in that library,that's when they start
evaluating and ranking yourcontent, and this evaluation
process involves a lot more thanjust scanning your content and
your keywords.
Google is constantly checkingwhether your site truly deserves
(05:31):
to rank well, and the way itmeasures this is through a few
different signals.
These are trust signals,authority signals and user
behavior.
So first let's talk backlinks.
A backlink from another trustedsite is basically a vote of
confidence.
It's like a colleague endorsingyour work on LinkedIn.
The more reputable and morerelevant the sites that link
back to you are, the higher yourcredibility will climb in
(05:54):
Google's eyes.
And then there's contentconsistency.
We've talked about this a lot.
Google doesn't just want you topublish high quality content
once and then call it a day.
It wants you to demonstrateongoing authority in your area
of expertise.
This means regular, reliablepublishing, and that tells
Google that you're genuinelyinterested in providing value.
(06:16):
It's just building a reputation.
It's, you know, always being ontop of the latest legal
development and not just beingthe person who shows up
occasionally.
And then let's talk about howusers are actually interacting
with your website.
This is something we can'tforget.
These are the user behaviorsignals.
Metrics like how long someonestays on your site, whether they
(06:39):
bounce away quickly orimmediately, and how much
they're actually engaging withyour content directly all
influences your rankings.
Google sees this engagement asa signal that your content
genuinely helps visitors, whichmeans higher rankings for you.
But here's the legal twist forlegal SEO, because your firm
deals with critical,life-affecting issues.
(07:01):
Google treats your content likeit's an auditor with a
fine-tooth comb.
The review process is slowerand far more meticulous.
Your articles, blogs andresource pages aren't just
scanned.
They're going to be examined,re-examined and then tested
against the stringent YMYLguidelines.
And just when you think you'vefigured out Google's rules, it's
(07:24):
going to go and shuffle thedeck entirely.
Updates to Google's corealgorithm or local search
guidelines or other guidelinesthere's a million of them.
These can suddenly justrearrange the search engine
results page and rearrange therankings.
This creates a reallyfrustrating scenario where
suddenly we're competing fromsquare one again.
So keep this in mind.
Seo isn't slow because it'sinefficient.
(07:47):
It's slow because thoroughnessand precision and good quality
search results take a lot oftime, and in legal marketing,
the extra scrutiny we receivemeans that extra patience is
definitely necessary.
But if you do it well, thepayoff can certainly be worth
the wait.
Now let's talk bottlenecks.
These are the sneaky speedbumps that make your SEO journey
(08:09):
feel like you're stuck intraffic in Bangkok here on a
Friday afternoon.
Because even if you're doingmost things right, there are
some common issues that can slowyou down significantly in the
legal space.
First up, the technicalfoundation of your website.
This is really key.
We've talked a little bit aboutit, but this is really
important.
Think of this as the plumbingbehind your beautiful shiny
(08:29):
office or house.
No matter how stunning thelobby is or the entryway is.
If the plumbing doesn, yourbeautiful shiny office or house,
no matter how stunning thelobby is or the entryway is, if
the plumbing doesn't work, youare going to have big smelly
problems.
Google cares really deeplyabout things like your site's
load speed, mobileresponsiveness and security.
That little HTTPS in your URL,that's not just decorative.
Ignoring these technical basicsis like inviting Google's
(08:52):
algorithm to just raise askeptical eyebrow and then move
along to the next site.
And then next we haveinconsistent content strategy.
This is a big pitfall.
I see with a lot of firms.
They publish a flurry of blogposts one month and then ghost
the audience the next month.
This can seriously confuseGoogle.
It's like turning up for acourt impeccably prepared one
(09:13):
day and then showing up the nextday with no shirt on.
Google and your audience haveno idea whether to trust you and
they can't figure out if you'recrazy or not.
And then there's the evergreenchallenge of credible backlinks.
Links from reputable websitesare pure gold in Google's eyes,
but in the legal sector, gettingthese backlinks Links from
reputable websites are pure goldin Google's eyes, but in the
legal sector, getting thesebacklinks can be really tough.
(09:34):
It can feel like pulling teeth.
Without these links, though,you're effectively standing
outside Google's trust circleand just sort of looking in.
But on the flip side, tryingtoo hard to get these backlinks
or trying too hard on yourcontent can backfire pretty
spectacularly.
Trust me, I've seen it a bunch.
Keyword stuffing, orover-optimization, basically
(09:57):
using our chosen phrases inevery possible spot, is the
equivalent of shouting our namerepeatedly at a networking event
.
Instead of impressing Google,we're just going to be the weird
guy in the middle of theconference raising red flags for
everyone, like why is that guyscreaming?
And in Google's sense, thiscould trigger penalties or leave
our rankings completelystagnant.
(10:18):
And then let's not forget aboutthe other big guys Avvo,
findlaw, yelp, all the otherdirectory giants.
They have been dominating thetop spots on our search engine
results page for major keywordsfor years.
Breaking through these defensesrequires a relentless, smart
and hyper-targeted approach.
(10:39):
And then finally I mean I don'twant to say finally, but lastly
on this particular list isneglecting local SEO signals.
We've talked about local SEO todeath.
I won't say too much about it.
But your Google businessprofile, the reviews, consistent
citations if you're not payingattention here, if you are
neglecting these properties, man, these are the lowest hanging
(11:00):
fruit possible, and Googlereally rewards firms that
clearly signal their locationand their relevance to local
searches, especially now that60% of searches, essentially,
are mobile.
So tackle these bottlenecksproactively.
These are the biggest pitfallsthat I see law firms falling
into, and if you attack them,you're going to win.
You're going to turn your SEOcrawl into a steady climb right
(11:23):
up that hill.
Just keep the momentumconsistent, stay patient and
you're going to get there.
So how do we keep ourexpectations in check?
That's really the last thing,because we know what we should
be doing.
We know that this takes a longtime and we know that the
process is what will help us win.
But how do we keep ourexpectations in check?
The first step here is to bereally realistic.
(11:44):
When you set your timelines,when you start a fresh SEO
campaign or you make some bigchanges to the website, start
thinking of things in 90-daychunks.
Think of a 6-12 month runwaybefore you're going to see real
meaningful momentum.
And yes, I know it soundsdaunting, but SEO is a game of
incremental progress andpatience.
There are no overnight miraclesin this game, but don't worry,
(12:08):
you can still achieve some quickwins early in the process.
So, instead of over obsessingabout the big ticket terms that
firms are battling overconstantly, start by targeting a
couple of long tail keywordsand maybe some local phrases.
These are usually a lot easierto rank for and sometimes they
can drive really qualifiedtraffic.
(12:29):
So think a divorce attorneyspecializing in mediation in
Austin, texas, or an insurancelawyer specializing in car
accident, whatever it is.
Do these instead of justdivorce lawyer or insurance
lawyer, which are going to behugely expensive.
But if you're eager to speedthings up even further, focus on
(12:49):
building your authority faster.
One of the best ways is snaggingtrusted backlinks from
reputable sources like local barassociations, chambers of
commerce, respected industrypublications, anywhere.
That's really powerful in termsof what you see on the page.
It's probably going to bepowerful in terms of signals
sent to Google and these kindsof links.
(13:09):
That's exactly what we'retrying to do.
It sends a signal to Googlethat the site is credible and
that we're worth payingattention to, and don't overlook
the hidden gems you know inyour website.
Either Refresh and optimize thecontent you've created.
Update an old blog post withfresh statistics, recent case
studies, reviews.
Any kind of new informationlike this can significantly
(13:31):
boost your rankings withouthaving to reinvent the wheel.
Refreshing that content is justanother way to sort of tickle
Google a bit without having toinvest so much in something new.
And here's one that, look,we've talked about it forever.
I've mentioned it a couple oftimes in this episode and I
won't spend too long on it.
But maximize your local signals.
(13:51):
Encourage your clients to leavereviews on Google and actively
manage that Google businessprofile.
Google absolutely loves localcredibility.
It is the low-hanging fruitthat leads to quick, meaningful
boosts to our SEO and quick,meaningful boosts to our bottom
line.
But above all, whether it'swith SEO, it's with local, it's
(14:13):
with paid advertising, whateverit is, consistency is king.
And whether you're able to makeone blog post this week or 10
blog posts this week, whatreally matters is these small,
consistent actions, because theycompound over time.
They build up that SEO momentumthat you're going to need to
climb the rank steadily.
(14:34):
And if you stay patient and youstay consistent, your SEO
efforts will pay off.
I promise that, but here's thething.
This is my quick little recap,thanks to Chad GPT.
Seo is a marathon.
It is not a sprint, but for lawfirms it's like running uphill
with Google watching you closely.
(14:55):
So what I suggest you do todayis figure out where the real
bottleneck in your SEO is rightnow.
Is it authority, is it content?
Is it technical?
And how do you get across thatbottleneck?
How do you take things to thenext level and take advantage of
what SEO capabilities you haveand what SEO traffic there is
left in the market today?
Now, the huge caveat that wehaven't talked about in this
(15:17):
episode is Google's AI programGemini.
This is obviously a really bigdevelopment in the world of SEO,
and we're not getting into itright now.
It is something we are going totalk about more in the future,
but for today, that's it forLegal Marketing 101.
Check out RosenAdvertisingcomfor more Thanks.
Why does SEO take so long?
Welcome to Legal Marketing 101.
I'm Toby Rosen.
Have you ever sat therewondering why your Google
rankings aren't skyrocketing tothe top of the page after you
spent all this time optimizingyour website?
Well, you're not alone.
And no, it's not because you'reslacking off or your marketing
(00:27):
team is slacking off, or whoeverit is.
In this episode, we're going tobreak down some of the hidden
mechanics, the legal industry'schallenges that are specific to
the legal industry when it comesto SEO, and we're going to talk
about some smart ways to speedup the impact of your efforts.
And you know how it goes.
You invest this time, thiseffort and sometimes a healthy
(00:48):
chunk of your marketing budgetto optimize your website and
everything seems perfect.
You've got the right keywords,crisp, fresh content, stuff
going up every week, slick pagesthey're loading really fast and
then crickets.
You watch and you wait and youclick on analytics obsessively
and you expect your site tosurge in the ranking.
And after 30 to 60 days, thefrustration starts to kick in.
(01:10):
You start wondering did we messsomething up?
Should we have done somethingdifferently?
And if that sounds all toofamiliar, rest assured, like I
said, you are not alone and,more importantly, you're
probably not doing anythingwrong, because here's the truth.
Seo is not like flicking aswitch.
It's more like planting agarden you might put in all the
(01:31):
groundwork today, but you're notgoing to see tomatoes tomorrow
or next week, or maybe even thenext week after that.
It takes a lot of nurturing,patience and time.
So why exactly does SEO take solong?
Well, google is not beingstubborn or secretive just to
frustrate us, even though itdefinitely feels like that on
(01:52):
most of the days that end in Y.
The real reason is somethingcalled algorithmic trust
building.
Think about it from Google'sperspective.
Their entire job is making surethat users find reliable,
trustworthy information whenthey search, and that takes more
than just a few quickadjustments.
Google's algorithms slowly test, evaluate and learn to trust
(02:16):
websites over extended periods.
They are looking for reallyconsistent signals that your
site is valuable, authoritativeand user-friendly, not just
optimized in whatever sense.
But here's the kicker.
For law firms, seo isnotoriously tough because our
industry falls into Google'syour money, your life category,
(02:37):
the YMYL category.
This means that our contentisn't just judged, it's
scrutinized heavily.
Google understands that legalinformation deeply affects
people's finances, health andwell-being, so it holds your
website to a higher standard.
That extra layer of scrutinycan slow things down pretty
significantly.
And then there's the marketitself.
(02:59):
The legal industry isincredibly competitive online.
You know this.
Think of the top keywords thatwe're going to target with your
website, things like divorceattorney, criminal law attorney,
personal injury lawyer.
Everyone else in your city andevery directory and aggregator
across the country is fightingtooth and nail for the top spots
on those coveted keywords.
(03:20):
It's not just about doingthings right, it's about doing
things consistently better thaneveryone else over a long period
of time.
And yeah, I know that soundsreally overwhelming.
Trust me, we're going to comeback to it.
But before we go there, let'snot forget about the infamous
Google sandbox effect.
This is especially powerful fornew websites or recently
updated domains.
So imagine the sandbox asGoogle's testing ground.
(03:43):
New sites or sites that aremaking significant changes are
put into a holding pen of sorts.
They're temporarily restrainedfrom ranking highly.
Google waits, they watch andthen they gradually release
these sites into the competitiverankings once they've proven
that they aren't spammy orunreliable.
It's a really frustratingprocess.
(04:04):
It's like sitting on thesidelines of a game you
desperately want to play, butit's Google's way of protecting
searchers from new sites thatare attempting to game the
system and provide less thanawesome content.
So if you're wondering whyyou're not seeing these quick
wins from your SEO efforts,remember this You're building
long-term authority, long-termtrust and long-term credibility,
(04:27):
and none of that can happenovernight.
Like a fine wine, seo getsbetter with age, assuming that
we store it correctly, we keepnurturing it.
Essentially, keep going, stayconsistent and eventually our
garden is going to grow.
But, like I said, we can'texpect ripe tomatoes by tomorrow
morning.
So let's dive a little bitdeeper into what's actually
(04:49):
happening behind the scenes withour law firm's SEO.
It's easy to imagine Google asthis giant scoreboard updating
in real time, but the reality isthat it's a little more like a
cautious detective.
Before Google even considersplacing you prominently in
search results, it's first goingto find, crawl and index your
content.
(05:09):
Think of this as Google simplyfiguring out what pages exist
and then filling them into thisgigantic virtual library.
After it goes in that library,that's when they start
evaluating and ranking yourcontent, and this evaluation
process involves a lot more thanjust scanning your content and
your keywords.
Google is constantly checkingwhether your site truly deserves
(05:31):
to rank well, and the way itmeasures this is through a few
different signals.
These are trust signals,authority signals and user
behavior.
So first let's talk backlinks.
A backlink from another trustedsite is basically a vote of
confidence.
It's like a colleague endorsingyour work on LinkedIn.
The more reputable and morerelevant the sites that link
back to you are, the higher yourcredibility will climb in
(05:54):
Google's eyes.
And then there's contentconsistency.
We've talked about this a lot.
Google doesn't just want you topublish high quality content
once and then call it a day.
It wants you to demonstrateongoing authority in your area
of expertise.
This means regular, reliablepublishing, and that tells
Google that you're genuinelyinterested in providing value.
(06:16):
It's just building a reputation.
It's, you know, always being ontop of the latest legal
development and not just beingthe person who shows up
occasionally.
And then let's talk about howusers are actually interacting
with your website.
This is something we can'tforget.
These are the user behaviorsignals.
Metrics like how long someonestays on your site, whether they
(06:39):
bounce away quickly orimmediately, and how much
they're actually engaging withyour content directly all
influences your rankings.
Google sees this engagement asa signal that your content
genuinely helps visitors, whichmeans higher rankings for you.
But here's the legal twist forlegal SEO, because your firm
deals with critical,life-affecting issues.
(07:01):
Google treats your content likeit's an auditor with a
fine-tooth comb.
The review process is slowerand far more meticulous.
Your articles, blogs andresource pages aren't just
scanned.
They're going to be examined,re-examined and then tested
against the stringent YMYLguidelines.
And just when you think you'vefigured out Google's rules, it's
(07:24):
going to go and shuffle thedeck entirely.
Updates to Google's corealgorithm or local search
guidelines or other guidelinesthere's a million of them.
These can suddenly justrearrange the search engine
results page and rearrange therankings.
This creates a reallyfrustrating scenario where
suddenly we're competing fromsquare one again.
So keep this in mind.
Seo isn't slow because it'sinefficient.
(07:47):
It's slow because thoroughnessand precision and good quality
search results take a lot oftime, and in legal marketing,
the extra scrutiny we receivemeans that extra patience is
definitely necessary.
But if you do it well, thepayoff can certainly be worth
the wait.
Now let's talk bottlenecks.
These are the sneaky speedbumps that make your SEO journey
(08:09):
feel like you're stuck intraffic in Bangkok here on a
Friday afternoon.
Because even if you're doingmost things right, there are
some common issues that can slowyou down significantly in the
legal space.
First up, the technicalfoundation of your website.
This is really key.
We've talked a little bit aboutit, but this is really
important.
Think of this as the plumbingbehind your beautiful shiny
(08:29):
office or house.
No matter how stunning thelobby is or the entryway is.
If the plumbing doesn, yourbeautiful shiny office or house,
no matter how stunning thelobby is or the entryway is, if
the plumbing doesn't work, youare going to have big smelly
problems.
Google cares really deeplyabout things like your site's
load speed, mobileresponsiveness and security.
That little HTTPS in your URL,that's not just decorative.
Ignoring these technical basicsis like inviting Google's
(08:52):
algorithm to just raise askeptical eyebrow and then move
along to the next site.
And then next we haveinconsistent content strategy.
This is a big pitfall.
I see with a lot of firms.
They publish a flurry of blogposts one month and then ghost
the audience the next month.
This can seriously confuseGoogle.
It's like turning up for acourt impeccably prepared one
(09:13):
day and then showing up the nextday with no shirt on.
Google and your audience haveno idea whether to trust you and
they can't figure out if you'recrazy or not.
And then there's the evergreenchallenge of credible backlinks.
Links from reputable websitesare pure gold in Google's eyes,
but in the legal sector, gettingthese backlinks Links from
reputable websites are pure goldin Google's eyes, but in the
legal sector, getting thesebacklinks can be really tough.
(09:34):
It can feel like pulling teeth.
Without these links, though,you're effectively standing
outside Google's trust circleand just sort of looking in.
But on the flip side, tryingtoo hard to get these backlinks
or trying too hard on yourcontent can backfire pretty
spectacularly.
Trust me, I've seen it a bunch.
Keyword stuffing, orover-optimization, basically
(09:57):
using our chosen phrases inevery possible spot, is the
equivalent of shouting our namerepeatedly at a networking event
.
Instead of impressing Google,we're just going to be the weird
guy in the middle of theconference raising red flags for
everyone, like why is that guyscreaming?
And in Google's sense, thiscould trigger penalties or leave
our rankings completelystagnant.
(10:18):
And then let's not forget aboutthe other big guys Avvo,
findlaw, yelp, all the otherdirectory giants.
They have been dominating thetop spots on our search engine
results page for major keywordsfor years.
Breaking through these defensesrequires a relentless, smart
and hyper-targeted approach.
(10:39):
And then finally I mean I don'twant to say finally, but lastly
on this particular list isneglecting local SEO signals.
We've talked about local SEO todeath.
I won't say too much about it.
But your Google businessprofile, the reviews, consistent
citations if you're not payingattention here, if you are
neglecting these properties, man, these are the lowest hanging
(11:00):
fruit possible, and Googlereally rewards firms that
clearly signal their locationand their relevance to local
searches, especially now that60% of searches, essentially,
are mobile.
So tackle these bottlenecksproactively.
These are the biggest pitfallsthat I see law firms falling
into, and if you attack them,you're going to win.
You're going to turn your SEOcrawl into a steady climb right
(11:23):
up that hill.
Just keep the momentumconsistent, stay patient and
you're going to get there.
So how do we keep ourexpectations in check?
That's really the last thing,because we know what we should
be doing.
We know that this takes a longtime and we know that the
process is what will help us win.
But how do we keep ourexpectations in check?
The first step here is to bereally realistic.
(11:44):
When you set your timelines,when you start a fresh SEO
campaign or you make some bigchanges to the website, start
thinking of things in 90-daychunks.
Think of a 6-12 month runwaybefore you're going to see real
meaningful momentum.
And yes, I know it soundsdaunting, but SEO is a game of
incremental progress andpatience.
There are no overnight miraclesin this game, but don't worry,
(12:08):
you can still achieve some quickwins early in the process.
So, instead of over obsessingabout the big ticket terms that
firms are battling overconstantly, start by targeting a
couple of long tail keywordsand maybe some local phrases.
These are usually a lot easierto rank for and sometimes they
can drive really qualifiedtraffic.
(12:29):
So think a divorce attorneyspecializing in mediation in
Austin, texas, or an insurancelawyer specializing in car
accident, whatever it is.
Do these instead of justdivorce lawyer or insurance
lawyer, which are going to behugely expensive.
But if you're eager to speedthings up even further, focus on
(12:49):
building your authority faster.
One of the best ways is snaggingtrusted backlinks from
reputable sources like local barassociations, chambers of
commerce, respected industrypublications, anywhere.
That's really powerful in termsof what you see on the page.
It's probably going to bepowerful in terms of signals
sent to Google and these kindsof links.
(13:09):
That's exactly what we'retrying to do.
It sends a signal to Googlethat the site is credible and
that we're worth payingattention to, and don't overlook
the hidden gems you know inyour website.
Either Refresh and optimize thecontent you've created.
Update an old blog post withfresh statistics, recent case
studies, reviews.
Any kind of new informationlike this can significantly
(13:31):
boost your rankings withouthaving to reinvent the wheel.
Refreshing that content is justanother way to sort of tickle
Google a bit without having toinvest so much in something new.
And here's one that, look,we've talked about it forever.
I've mentioned it a couple oftimes in this episode and I
won't spend too long on it.
But maximize your local signals.
(13:51):
Encourage your clients to leavereviews on Google and actively
manage that Google businessprofile.
Google absolutely loves localcredibility.
It is the low-hanging fruitthat leads to quick, meaningful
boosts to our SEO and quick,meaningful boosts to our bottom
line.
But above all, whether it'swith SEO, it's with local, it's
(14:13):
with paid advertising, whateverit is, consistency is king.
And whether you're able to makeone blog post this week or 10
blog posts this week, whatreally matters is these small,
consistent actions, because theycompound over time.
They build up that SEO momentumthat you're going to need to
climb the rank steadily.
(14:34):
And if you stay patient and youstay consistent, your SEO
efforts will pay off.
I promise that, but here's thething.
This is my quick little recap,thanks to Chad GPT.
Seo is a marathon.
It is not a sprint, but for lawfirms it's like running uphill
with Google watching you closely.
(14:55):
So what I suggest you do todayis figure out where the real
bottleneck in your SEO is rightnow.
Is it authority, is it content?
Is it technical?
And how do you get across thatbottleneck?
How do you take things to thenext level and take advantage of
what SEO capabilities you haveand what SEO traffic there is
left in the market today?
Now, the huge caveat that wehaven't talked about in this
(15:17):
episode is Google's AI programGemini.
This is obviously a really bigdevelopment in the world of SEO,
and we're not getting into itright now.
It is something we are going totalk about more in the future,
but for today, that's it forLegal Marketing 101.
Check out RosenAdvertisingcomfor more Thanks.
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