Samuel Edwards

It’s not easy to build a successful SEO strategy. That’s true even if you have decent domain authority and some SEO experience to start with. That’s why search engine optimization (SEO) consultants exist. These talented professionals often have years, if not decades of SEO experience – and the business acumen and communication skills to use that experience to transform organizations like yours. There are consultants that serve different niches and offer different types of skills, and of course, each consultant has their own unique style and approach to bring to the table. But when you’re searching for an SEO consultant, it’s sometimes hard to find the right fit. Not only do you need to find someone with the right skills, the right industry familiarity, and the right price range, but you also need to find someone who will work well within the context of your organization. That’s one reason why we came up with this list of underrated SEO consulting services in the search engine optimization industry in 2025. It’s pretty easy to find the biggest names in the industry, but what about the talented and successful SEO consultants who fly under the radar? Why Hire an SEO Consultant? Why should you hire an SEO consultant and not a full-fledged SEO company?       Knowledge and expertise. Most individuals and organizations hire consultants for their knowledge and expertise. There are specific problems they don’t know how to solve or strategic elements they don’t know how to create – and a consultant with ample experience in the industry should be able to step in and resolve the issue. Even better, if your consultant has expertise in your specific niche, they can help you navigate the unique challenges of your industrial landscape and develop your business to be more competitively viable. This is also much cheaper and easier than trying to learn everything yourself, from scratch.       Practice experience. Qualified SEO consultants have real experience helping businesses like yours achieve their SEO goals. They know how to recover from penalties, how to overcome growth plateaus, and how and when to change goals during the execution of your strategy – and they’ve learned from their past mistakes so they can help you avoid making similar mistakes in the future.       Outside perspective. It’s valuable to hire an SEO consultant for their outside perspective as well. If you’re used to solving all your business’s problems from within, or exclusively relying on internal SEO teams, you could likely end up with blind spots that you don’t even recognize. An external, competent professional can help you identify those blind spots and work around them with new knowledge, insights, and recommendations.       Cost savings. Some organizations are reluctant to hire SEO consultants because they don’t want to spend the money. But in the long term, SEO consultants have the power to save you money. You’ll get better results, faster by following their advice, and you might be able to forgo the need of hiring new internal staff members while doing it. Oftentimes, consultants more than pay for themselves.       Better results. The primary driving factor for hiring an SEO consultant is the ambition to achieve better SEO results. For whatever reason, your current efforts just aren’t cutting it – and you need an amplifier to drive more organic traffic to your website. What Makes an SEO Consultant Underrated? For the purposes of this list, what criteria are we using to designate SEO consultants as underrated, specifically? Generally, we want to find SEO consultants who are extremely good at what they do, and who we feel should have an even greater market share in social media marketing circles. We want people with:       Experience in the industry. As a prerequisite, we need SEO consultants who have meaningful experience in the industry. Ideally, we want people with decades of experience in both national and local SEO services and general digital marketing, and preferably people with business management experience and leadership experience as well. The more, the better.       Proven results. Simply being a search engine optimization (SEO) consultant, Google Ads manager or a digital marketer for several years doesn’t mean you know what you’re talking about or that you’ll be able to replicate your past success. That’s why we specifically focused on candidates with a long, proven track record of results. They’ve helped dozens of brands and clients achieve their strategic goals.       Communication and support. Search engine optimization consulting isn’t just about sharing technical knowledge or forming high-level strategies; it’s also about communicating effectively and providing ongoing support. That’s why we also considered the working relationship that various SEO consultants have with their clients.       Industry recognition. Finally, we needed to consider each consultant’s level of industry recognition. We wanted underrated consultants, so we specifically sought out candidates who were recognized as talented professionals, but without much online visibility, pomp and circumstance. Top 13 Most Underrated SEO Consultants in 2025 With those criteria in mind, here are our most underrated SEO consultants in 2025:    1. Michael Cottam. First, there’s Michael Cottam. Michael Cottam brings a host of skills to the table, including site architecture planning, SEO site auditing, programming, and business management and startup experience. He’s spoken at conferences like MozCon, SearchFest, and Innotech, and has been featured on too many podcasts, panels, and webinars to list here. With his evolving SEO expertise and unique approach, he can help you solve almost any SEO problem. Whether your issues include on-page SEO or off-page SEO, Michael has you covered.    2. Aaron Rains. Aaron Rains is another SEO consultant with more than 15 years of experience – and a consulting firm that started as a one-man operation. His core SEO services include keyword research, strategic guidance, on-page SEO, penalty recovery, technical SEO services, and more – and he has lots of free educational resources on his website for anyone interested

There’s been plenty of talk about mobile-first indexing for a few years, but what is it? How does it work? Are any webpages at risk of being de-indexed? Although Google first introduced mobile-first indexing in 2016, SEO communities are still talking about the implications and effects on ranking. The initial introduction of mobile-first indexing was Google’s attempt to make search results as mobile-friendly as possible. Years later, people are still wondering what the effects are (or will be) on non-mobile webpages. While some people have said there’s no reason to be concerned, that’s not entirely true. While mobile-first indexing began as a Google experiment, the company is now taking it very seriously as a Google standard. If your website isn’t mobile-friendly, it’s only a matter of time before you’ll see your rankings drop… or worse, your pages might be excluded from Google’s index. In other words, while you might already know that mobile-first indexing might suppress your desktop webpage rankings, as of 2021, you probably haven’t heard that discovered desktop results are being dropped entirely from Google’s index. That’s definitely something to be concerned about. According to Search Engine Journal, as of March 2021, John Mueller confirmed that all desktop-only websites will be dropped from Google’s index. What was once just an experiment has now become a standard for optimizing for mobile devices. If your website is not mobile-friendly, you won’t get indexed in Google. What does Google say about mobile-first indexing? On November 4, 2016, Google published an official announcement about how the company was beginning to experiment with mobile-first indexing. This experiment was launched in response to the fact that more people were browsing the internet from all types of mobile devices. Google wanted to make sure its search algorithms provided mobile and desktop sites with the best experience possible. Back in 2016, webmasters were still creating separate websites for mobile devices and serving an entirely different experience to desktop users. Prior to the mobile-first experiment, users would get the short end of the stick in searches. Desktop webpages were given more ranking importance than mobile pages simply because Google’s algorithm evaluated pages based on content. Since mobile pages usually had less content, they weren’t ranking alongside the desktop pages equally. This meant mobile site users would be given desktop results even when mobile pages existed. Mobile-first indexing was launched to fix this dilemma and make using the internet a better experience for both your mobile and desktop site. Around 2016, more people were accessing the internet primarily from mobile devices, so Google felt it was time to make a big change to support mobile devices. Naturally, webmasters have been concerned regarding the status of desktop results. However, Google clarified that if you have a mobile-friendly site design, there is nothing to be concerned about. Google’s announcement explicitly stated that responsive websites that display the same content to mobile and desktop users won’t be affected. However, you do need to be concerned if you’re serving a different version of your website for mobile devices. If you’ve been reading older announcements and analysis of mobile-first indexing to try to figure out what’s going on, you don’t have the full story. Mobile-first indexing has been evolving for the last several years and there is no more leniency for desktop-only websites. Mobile-first indexing has evolved since 2016 Google doesn’t usually roll out a change without evolving that change over time. The mobile-first indexing rollout is no longer an experiment, but a standard. The full details will be discussed further down in this article, but you need to know that Googlebot is being retired and replaced with a smartphone Googlebot. This means Google is now indexing all webpages with a smartphone bot. If the smartphone Googlebot can’t access webpage content because it’s not mobile-friendly, it won’t make it into Google’s index. People are concerned that mobile-first indexing will cause desktop pages to stop ranking Since Google never publicly discloses the finer details regarding its search ranking criteria, the most people have been able to do is perform experiments and document their results. It’s hardly a scientific approach, but it’s the best we’ve got. Even so, once you have a full understanding of what mobile-first indexing is and why it exists, you won’t need to be so concerned – there are simple solutions. In the last few years, people have been trying to optimize their website to make sure this new change doesn’t adversely impact their rankings. However, mobile-first indexing doesn’t eliminate or de-rank desktop results as long as the desktop results are simultaneously mobile-friendly. Since there’s a lot of confusion around what this change actually means, let’s dive into what it is and how it might affect your ability to rank webpages in Google. What is mobile-first indexing? Mobile-first indexing performs three main functions: Prioritizes the mobile version of a webpage from the same domain. When two versions of a webpage on the same domain are available, mobile-first indexing delivers the mobile-optimized version in search results. Prioritizes mobile results in the SERPs. When a user performs a search, Google’s algorithm has to decide which webpages to display in the SERPs. With mobile-first indexing, Google’s algorithm prioritizes mobile-optimized search results across the board. This means that your desktop webpage will be outranked by a mobile-optimized webpage of the same nature. Beginning in March 2021, desktop webpages won’t even be indexed. Searches Google’s mobile database first. Google has one search results database, but has been segmenting results as either desktop or mobile. Google used to pull search results from the desktop segment first, but now searches the mobile segment for results first. This means that if you don’t have any mobile-optimized webpages indexed in Google’s database, and mobile-optimized webpages match a user’s search, you’re unlikely to rank high regardless of how much work you’ve put into your website. As Google stops indexing desktop-only webpages, if you don’t have mobile-friendly webpages, it will eventually become impossible to rank high in the SERPs. Although it

Are you thinking about using search engine optimization (SEO) to generate a steady stream of hot leads for your law firm and grow your business with a competitive edge? You probably know that SEO is a crucial part of search engine marketing your law firm, and without it, you’ll continue to fall behind while competing law firms attract all the leads.  Investing in SEO is one of the best things you can do for your law firm business. Although, with so many law firm SEO agencies to choose from, it’s not easy to know which ones will get you the best results at the best price. At SEO.co, we know what it takes to get results, so we’ve compiled a list of the 11 best SEO companies that can boost your firm’s visibility in the search engines and bring you more law firm leads. SEO.co – a law firm SEO agency that delivers results  When you need SEO for your law firm’s website, your top choice should be a company that specializes in getting results for attorneys. At SEO.co, we have extensive experience getting lawyers to the top of search results so they’re visible to leads looking for legal services. We regularly work with lawyers in a variety of practice areas, including car accidents, estate planning & probate, family law, criminal defense, intellectual property, personal injury, employment law, mass tort and more. Using a combination of quality content, on-page optimization, and high-quality backlinks, we will generate a flow of targeted, organic leads to your law firm’s website. We also have launched some pretty powerful legal AI software to help lawyers enhance their legal practice. If you’re ready to grow your legal business and get more qualified leads, we’d love to partner with you. Contact us now for a free consultation and learn more about our expert law firm SEO services for attorneys. UpFire SEO UpFire is an SEO agency that takes a unique approach to optimization based on each client’s needs and goals. That’s important because there is no one-size-fits-all approach to SEO. Every strategy needs to be tailored to meet the client’s needs and reach their specific market to generate the right kind of leads. Leveraging cutting-edge techniques and technology, UpFire delivers results that give their clients an edge against the competition. They have many happy clients who have successfully increased their flow of traffic and qualified leads. RankRealm The SEO experts at RankRealm have an impressive portfolio of satisfied clients. This company creates fully customized SEO strategies for optimizing content and performing technical SEO with a focus on metrics that matter. Their team of experts can analyze your current web traffic to find out how people are finding you and use that insight to increase your traffic and get you more targeted leads. If you need a stronger backlink building strategy and higher quality leads, RankRealm can help you with all your law firm SEO needs. Throttle SEO Throttle SEO has extensive experience working with law firms and specializes in all the intricacies of SEO, including on-page optimization, backlink building, keyword and competitor research, and content marketing. Although they were officially established in 2001, the founder came with 15 years’ experience getting big results for clients, so when you work with Throttle SEO, you’ll be in good hands. Coalition Technologies You probably know what it’s like to get a bunch of leads that don’t pan out, especially if you have a contact form on your site instead of strictly using your phone number. Driving traffic to your website isn’t that hard – the challenge lies in generating relevant leads that need your services. That’s where Coalition can help. Coalition has a track record of helping law firm clients generate relevant leads by ranking them at the top of search results for local and national search terms. Calls from leads are the result of well-written content designed to encourage leads to contact their client. SearchX Every law firm requires a different strategy tailored to their specific area of practice and optimized to reach their ideal client. SearchX focuses on business growth, which is ideal when your goal is to grow your law firm as much as possible. Through a personalized approach to SEO, SearchX delivers exceptional results and has a proven track record of success for generating relevant traffic and leads, and boosting sales. The company specializes in local SEO on an optimized budget, which is exactly what your law firm needs to be successful among the competition. Bullseye Digital Marketing The Bullseye Digital Marketing team consists of qualified optimization experts who will help you achieve your SEO and lead generation goals for your law firm. If you’re like most attorneys, you probably dabbled in marketing and legal SEO at some point just to see what you could do on your own. If you accidentally purchased some spammy backlinks that might be harming your site’s reputation in the search engines, Bullseye can fix it for you. They’ll either get those links disavowed, deleted, or both. They’ll also work hard to get you the high-quality backlink profile you need to rank in the search engines and avoid issues that come from the constant updates from search engine algorithms. MacroHype As a full-service law firm SEO agency, MacroHype can help your law firm gain visibility in the search engines and help you grow your social media presence to generate leads through additional channels. The bigger reach you have across social channels, the easier it is to get referrals from former clients. MacroHype also offers reputation management, which can often be part of your SEO needs. For example, there might be negative content about your law firm showing up in search results and if so, you’ll need a professional to suppress that content. When potential leads research your reputation, you don’t want them to see negative content, whether it was posted by a competitor or an objective third—party comparing your law firm to others in the area. Rankings.io The law firm SEO

In order to win in online marketing, your content marketing strategy should include at least (perhaps more) two easy steps: Create great onsite content with content marketing (which we have discussed at length before) Promote that onsite content. This ultimate guide to promoting your published content is all about the other side of the equation—the side that gets neglected by most content marketers. Everyone knows the importance of content promotion (otherwise, you’d have no “content”), but for many marketers, that’s the end of the line. Once a piece is created, your job is pretty much done, right? Wrong. In fact, the tactics you use to promote and nurture your published content have just as big of an impact on your overall results as the quality of your content in the first place. Without a proper follow-up strategy, even your best content strategy might fail to live up to its true potential. In this guide, I’ll explain the concept of promotion and nurturing, why it’s important for any digital marketing strategy, and of course, the specific tactics you’ll need to leverage in order to maximize your content’s visibility. As usual, this guide (like our other definitive guides) is broken up into clear sections, so feel free to jump around to the sections that matter most to you and your brand. Lead Nurturing is the goal of quality content promotion Getting your content seen by more people is a big part of your promotion and nurturing strategy, but that isn’t the only goal. There are many benefits to promoting and nurturing your material, which manifest differently depending on what you’re promoting and how you’re promoting it: Increased visibility Rejuvenated interest Maximizing efficiency Lead generation Sales Types of content promotion Throughout this ultimate guide to promoting your published content, I’m going to be walking you through the many types of content promotion that you can engage in. These vary from free to expensive, from easy to hard, from temporary to long-term, and offer many different advantages and disadvantages between them. I encourage you to familiarize yourself with each approach, and decide on an individual basis whether or not each one is right for your brand. Some brands may wish to use all these content promotion strategies in conjunction with each other, complementing all their strengths and weaknesses at once, while others may wish to focus on the one or two most likely to bring them rankings in search engine results pages (SERPs). In any case, here’s a briefer on where this guide is going from here: Social media.  (Image Source: Twitter) Email marketing.  Influencer marketing.  Links.  Social bookmarks.  Paid advertising.  Transformations. Social Media Syndication and Engagement First up, we have the strategy that almost everyone thinks of first when it comes to content promotion: social media syndication. Why is social media syndication so popular? Because it’s free, relatively easy to use, and it offers the potential of exponential growth. Ideal for both one-time and long-term content runs, I highly encourage social media distribution at a bare minimum for every brand. Let’s explore the reasons why, and how to use social media advertising effectively. Choosing the right content promotion platforms One thing, understand that social media marketing isn’t a magical gateway to more visibility and a bigger target audience. Some platforms are going to matter to your brand far more than others, and it’s up to you to decide which ones those are. It’s not an easy decision, nor is it necessarily straightforward, but narrowing your scope of content syndication to only the platforms that are most effective initiatives for your brand can help you maximize your return while cutting back on wasted time. Demographic considerations. Your first job is to take a look at the demographic makeup of each platform, and weed out any platforms that aren’t a good fit for your brand. There’s basic information, such as age groups of users (Snapchat, for example, tends to skew toward teenagers and young adults), but also more behavioral and qualitative information to consider (LinkedIn, for example, is mostly used by working professionals). Other platforms, like Facebook, have a broad appeal and are worth pursuing for almost any business strategy. If you’re looking for a good all-in-one source for social media demographic information, Pew Research has a fantastic breakdown. (Image Source: Pew) What are your main goals? What does your target audience want? What are your competitors doing? What would complement this platform type? Initial content promotion Once you’ve got a loose strategy set in place, and a good understanding of what types of content promotion you’ll be pursuing, you can begin. Ultimately, there are two ways to promote your content in the social sphere, and the first is with initial content promotion. Facebook allows you to boost your posts (for a price) so they reach more of your target audience, and this can be a great way to get an initial boost of syndication with your audience. LinkedIn groups offer another great channel for getting initial visibility. Start by joining as many LinkedIn groups as you can that are relevant to your industry or business (as of time of writing, the limit is 50 groups per account). Once you’re accepted into the groups, participate in them and add your content to them as discussions. Ongoing content syndication The other route for social media distribution is ongoing syndication. Here, you’ll be reposting your older pieces of content on a recurring basis. Obviously, newer content is better, but syndicating your old material will help it be seen by people who missed it the first time around and may re-spark interest in your older concepts. Plus, you need to be posting almost constantly if you want to stay relevant in social media—and your archive of content can help you do it. Timing considerations. There are a couple types of timing considerations you’ll need to bear in mind here. First, it’s not a good idea to repost your latest material the day after you initially promoted it.

As a corporate or business lawyer, your focus is on helping clients navigate the complex world of business transactions, governance, and legal disputes. But in today’s competitive landscape, you need more than just expertise – you need visibility. And with most potential clients turning to Google for legal advice and services, search engine optimization (SEO) is one of the most effective ways to increase your online presence and grow your client base. SEO for corporate and business law can seem daunting, but with the right approach, you can rise to the top of search engine rankings and attract the clients you want. Let’s dive into what SEO for corporate lawyers involves and how you can put it into action. The Power of SEO for Corporate and Business Lawyers As you know, the corporate legal world is fiercely competitive. Many clients – whether individuals or businesses – start their search for legal services online. They’re looking for help with issues like mergers and acquisitions, corporate governance, intellectual property, and more. If your website isn’t appearing in the top search results when they enter those queries, you’re missing out on valuable opportunities. Law firm SEO helps you show up when potential clients are searching for lawyers who specialize in the services you provide. By optimizing your website for search engine results pages, you can increase traffic to your site, build credibility, and ultimately, convert visitors into clients. In addition to generating more leads, law firm SEO (search engine optimization) is a cost-effective, long-term strategy. Once you establish a strong law firm SEO foundation, your website will continue to attract traffic without the recurring costs associated with paid ads. Building a Corporate Law Firm SEO Strategy: Key Components An effective SEO strategy involves several moving parts, each working together to improve your website’s visibility and search engine rankings. Here’s a breakdown of the essential components of SEO for corporate and business law: 1. Keyword Research and Strategy The cornerstone of any SEO strategy is keyword research. You need to understand what your potential clients are searching for so you can tailor your content to meet their needs. The goal is to target the terms and phrases that are most relevant to your corporate law practice. Here are some foundational keywords for corporate law firm SEO: Corporate Governance Mergers and Acquisitions Employment Law Intellectual Property Bankruptcy Securities Regulation These “head” keywords are crucial because they directly relate to your practice areas. However, they can be highly competitive, so it’s also important to target long-tail keywords, which are more specific and less competitive. Long-tail keywords can include phrases like “how to protect intellectual property in a merger” or “corporate governance attorney in [your city].” 2. On-Page SEO and Technical SEO  Once you’ve identified your target keywords, it’s time to optimize your website. On-page SEO for lawyers and law firms ensures that each page on your site is set up to rank well for your chosen keywords. Technical SEO also improves the overall user experience, making it easier for visitors to find the information they need. Here are some of the most important elements of on-page SEO and technical SEO for corporate lawyers: Title Tags and Meta Descriptions: These are the snippets of text that appear in search results, so they need to be compelling and include your target keywords. For example, a page focused on corporate governance should have a title tag like “Corporate Governance Lawyer | [Your Law Firm Name]” and a meta description that describes the services you offer in that area. Header Tags (H1, H2, H3): Use headers to structure your content and make it easier for search engines (and users) to understand. Each page should have one H1 tag (typically the title of the page) and multiple H2 or H3 tags to break up the content into sections. Internal Linking: Internal links help users navigate your site and allow search engines to understand the relationship between different pages. For example, if you have a page about mergers and acquisitions, link it to other relevant pages like intellectual property law or corporate governance. Page Speed and Mobile Optimization: A slow or poorly optimized website can hurt your rankings. Google prioritizes websites that load quickly and are mobile-friendly. To improve your site’s speed, compress large images, use browser caching, and consider a content delivery network (CDN). Make sure your site is also easy to navigate on mobile devices, as many users will be accessing your law firm’s site from their mobile phones. 3. Content Creation for Corporate Lawyers Content is the backbone of any lawyer SEO strategy, and it’s especially important for corporate and business lawyers. High-quality, informative content not only helps you rank for your target keywords but also establishes you as an authority in your field. Here are some key types of content for law firms to consider: Practice Area Pages: Every major service you offer should have its own dedicated page. For example, create separate pages for corporate governance, mergers and acquisitions, intellectual property, bankruptcy, and employment law. These pages should be comprehensive, explaining your services in detail and including your target keywords naturally throughout the content. Blog Posts: Blog content is a great way to target long-tail keywords and answer common questions your clients may have. For instance, you could write blog posts like “What Is Corporate Governance and Why Does It Matter?” or “5 Things to Know Before Filing for Business Bankruptcy.” Blogging regularly helps keep your lawyer website fresh and signals to Google that your website is active and updated. Client Resources and Guides: Offering free guides or resources can help attract potential clients who are looking for detailed information. For example, you could create a downloadable guide on “Navigating Mergers and Acquisitions for Small Businesses” or a FAQ (frequently asked questions) section on common questions for corporate law firms.  When creating content, always focus on providing value. Google’s algorithm prioritizes content that is useful, informative, and relevant to searchers. So, while it’s important to include

As an intellectual property lawyer, you need a flow of hot leads to keep your law firm running. Chances are, you’re already using some kind of digital marketing strategy, like Pay Per Click (PPC) ads, but if you aren’t using search engine optimization (SEO), you’re missing out. While paid advertising is an excellent way to generate leads, it stops working when you stop paying for ads. SEO, on the other hand, will help you generate a natural flow of leads long-term with minimal maintenance. How SEO gets leads for intellectual property (IP) lawyers There are always people looking for legal help with issues concerning patents, trademarks, and copyrights. There are also thousands of IP attorneys out there, all competing for the same clients. Since the market is highly competitive, it can be challenging to get your law firm seen. However, law firm search engine optimization can get your law firm’s website in front of more people who need your legal assistance. SEO is essential if you want leads who are searching for: Patent law firms  Trademark law firms Copyright law firms  Trade secrets law firms  Licensing law firms  And any other practice area involving intellectual property law firms  What is SEO for intellectual property lawyers? SEO is the process of optimizing your IP law firm’s website for online search. This involves optimizing your website to get search engines to start ranking your content better so it shows up in search engine results pages. For example, after receiving a false copyright claim on a website like Etsy, a user might search Google for information on how to fight false copyright claims. Chances are, your website isn’t one of the top search engine results, and may not even show up on the first 10 or even the first 100 pages. The law firms that have the top spots have spent a lot of time and money getting there. SEO is a requirement to get your website to show up for users searching for legal help concerning intellectual property. If you’re not familiar with SEO, the basic components are: Keyword research and implementation. Keywords are words and phrases people type into the search engines to find what they’re looking for, as well as related words and phrases. For example, “trademark law” is a main keyword, while “fighting a trademark lawsuit” would be a related phrase. You want your website to contain the words and phrases people are searching for so that search engines know your content is relevant to their search query. Local search optimization. Search engines are flooded with content from millions of law firms, and that makes it nearly impossible to get a top search engine rankings. Local SEO is the key to getting seen in search results and avoid competing with millions of law firms nationwide. When you optimize your website for local SEO, you’re telling the search engines what geographical locations you serve. When someone from your area searches for an IP attorney, non-local law firms will be excluded from the results. This drastically narrows down your competition and makes it easier to rank. Technical SEO. These are all the technical aspects of your website, like your headings, URL structure, alt tags, and schema markup. On-page SEO. This involves the factors you have full control over on your website. For example, technical SEO is part of on-page SEO, as well as your site content quality, internal links, image optimization, and page speed. Link building. Although link building has been around forever, it’s still a key ingredient in search engine optimization. However, today, it’s about quality over quantity. Content creation and content marketing. To rank in the search engines, you need content on your own website and you need to get content published on other people’s blogs to get backlinks that will increase your ranking and generate organic traffic. These are just several key components involved in search engine optimization that are a requirement for getting your IP law firm’s website visible in search results. Here’s a more detailed look at how law firm SEO can help you get leads. Keywords lay the foundation Keywords and phrases are the foundation of SEO because they play a central role in how search engines determine the topic and relevance of your website. For instance, there’s a difference between a site about trademark law and a trademark lawyer’s website. The former is informative, while the latter is offering actual legal services. The keywords you use throughout your website help search engines make this distinction. You want search engines to know you aren’t just an informational site, and that you offer legal assistance because that’s how you’ll show up in search results when people search for legal help. If search engines think you’re just another informational website, you won’t show up when people search for an IP lawyer. Local SEO reduces fierce competition Normally, you’d be competing with millions of other law firms all over the nation for search phrases like, “trademark attorney near me” and “help with filing a patent.” Thankfully, search engines, like Google, narrow down the pool of potential results for some searches based on geographical data, like zip codes. This makes it easier to rank your content. However, to take advantage of this, you need to optimize your website so that search engines can know what areas you serve. By adding a new page for every area you serve, and using zip codes along with the names of cities and counties, you can tell search engines exactly where you are locally. Technical SEO tells search engines your site is legit Technical SEO won’t do much to increase your ranking, but a poorly built site won’t rank because search engines will consider it low-quality. Unlike major Google ranking factors, like backlinks and content quality, technical SEO is more about getting the framework right. Some examples include: Proper use of title tags Good meta descriptions Adding alt tags to images Using featured snippets Adding schema markup Good page speed Technical SEO