PRism: Law Firm Internet Search Management

Looking At Your Website Through PRism

Editor’s Note: If your law firm’s Google listing has been steadily and rapidly climbing toward the top of the search rankings, please do not read any further. Or, if your firm’s website is stuck in neutral (or slipping in the rankings) and you can explain why this is happening and know how to fix it, please do not bother exploring this page.

BUT, if your law firm is like most other law firms and you’re just beginning to realize how important search engine optimization is for your firm’s website, and for your public reputation, then you may want to read a bit more. And if you feel that you just do not understand this black art that is SEO – beyond the initial step of using keywords – then you should settle in, my friend. We have lots to show you.

To put it simply – at Jaffe PR we got tired of trying to understand SEO the way it is usually defined and explained, and we set out to demystify SEO for ourselves and for our clients. As a result we now look at websites through our PRism and we can present a simple report that explains what is important for you to know, why it is important, and, best of all, what you need to do about it – all in plain English and all immediately actionable. Not only that, we tell you how your website fares against your competition and provide clear strategies to help you come out on top.

Like it or not, your firm will have to make decisions about your online strategy at some point in the very near future. You can base these decisions on what you’re told by someone spouting technical mumbo jumbo and vague next steps, or you can make informed decisions based on your own understanding of the online landscape as it relates to your firm, and back these decisions up with solid SEO strategies. The (easy) choice is now yours.

You know that you need a list of keywords for search engine optimization, but how do you create this list?

You probably already know that choosing the right keywords is the first and most crucial step to a successful search engine optimization (SEO) campaign – but how does one create a keyword list? 

Online searches start when a potential customer types what he/she is looking for in a search box online, and that is exactly where you need to start your research so you can claim your piece of the online traffic. Here are some important initial considerations to keep in mind when developing a keyword list:

  • Which practice areas attract the most business?
  • What makes your firm special/unique in these practice areas?
  • What are you best known for?
  • What would you like to be known for?
  • Using the information above, think of descriptive phrases consisting of three to four words that specifically target particular practice areas or service offerings, and be sure to include variations such as plurals and commonly misspelled versions of these keywords.*

*Success for one to two word keywords/phrases is often very difficult and often not worth the investment. Highly specific keywords and phrases get fewer searches, but they are far more productive and cost effective than generic keywords because they drive more targeted traffic to your website.

But the most effective – and highly targeted – keyword lists are created using advanced strategies such as:

  • Analyzing your competitors’ source codes and extracting their keyword positioning.
  • Understanding how your clients search for you online now by reviewing your site’s Web logs or analytics program.
  • Identifying words and phrases that are typically used by your audience to search for your services. These words are not necessarily the same words and phrases that your firm uses internally. To attract your clients, you must think like your clients.
  • Targeting specific geographic locations.
  • Staying on top of new search engine algorithms and adjusting your strategy accordingly.

If you want help creating a solid SEO keyword list, give us a call. Or as a preliminary step we can review your website and give you an overall SEO grade telling you where your website stands against competitors, what this means and, more importantly, what you need to do about it – and all in plain English.

Ready to have us view your website through our PRism? For more information and a free phone consultation, contact us at

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