As attorneys grapple with increasing online competition, changing consumer shopping behavior, and technical barriers related to online marketing, the need for search engine optimization education is evident.
SEO is the practice of configuring on-site and off-site elements of a website so it ranks well in search results for keyword terms or phrases. Google has the dominant market share of search engines, with somewhere between 60 and 80% of searchers using its service. Many tactics for optimizing websites are applicable across a variety of industries, but SEO strategies need to be tailored to the legal industry to be most effective. Marketing in the legal vertical is different because of rules and regulations set forth by state bar associations.