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Search Engine Optimization (SEO) is one of the most powerful marketing tools available to a law firm. Effective SEO can lead to an increase in the number of visitors to your site and an increase in case referrals as a result. Below are some strategies to consider when starting an SEO campaign.


The age-old saying in the world of search marketing is “Content is King”. Creating quality content that people find useful is the most important aspect of SEO. The first step in any content strategy is keyword research. You need to understand the types of keywords related to your business that potential customers are searching for. For example, if you are a social security attorney who is looking to generate more social security leads, you are likely going to want to write articles related to keywords such as social security attorney, disability lawyer, SSD Law firm, etc.

Once you have decided on keywords that you would like to focus on choose topics that your readers will find both interesting and useful. For example a social security attorney might want to focus on putting up articles that might help a claimant navigate the disability application process.

All articles you upload to your site should contain a call to action. If your end goal is to have a potential client call your law firm, then insert text at the end of your article encouraging the reader to call your law firm for assistance.

Link Building

Another important metric that search engines consider when deciding where a website should rank is the number of inbound links that a website has from other reputable sites. Content and link building go hand in hand. The most natural way to get reputable links is by creating quality content that other websites feel is worth linking to.

Another common link building strategy is guest posting. Lawyers are knowledgeable on information that most people often find confusing. A personal injury lawyer can consider contacting a local library or a local newspaper to see if they would be willing to run an article related to personal injury claims on their website.

While high quality links can boost your rankings, low quality links can have a negative effect on your rankings. Stay away from getting too many links from directories, forums or in the comments section of blog.

Social Media

SEOs have long been debating whether social media plays a role in search rankings. Regardless of whether social media affects your search ranking, your social media efforts should focus on engaging your clients and answering any questions they may have. Social Media platforms such as Facebook, Twitter and Google+ can be a good place to learn what your clients are saying about your law firm and make any necessary improvements.


Unfortunately, SEO is more of a long-term marketing strategy. It can take up to a year to see any significant results from your SEO efforts. Thus, do not be discouraged if you are not seeing results right away.


SEO can be rather labor intensive and it might not be feasible to wait up to a year to start to generate more legal case leads. Buying qualified case leads from lead generation companies is an alternative to internal SEO efforts. At eGenerationMarketing, we have put a significant amount of SEO and pay per click (PPC) effort into our websites to generate social security disability, personal injury and workers compensation leads across the country.

Contact us at 617.800.0089 to find out how we can help you grow your social security disability, personal injury or workers compensation practice.

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