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Guide
SEO for Lawyers
1. The Fundamentals

For lawyers. Beginner to advanced.

2. Ranking Factors

How Google grades your website.

3. Keyword Research

Discover where demand exists.

4. On-Page SEO

Help Google understand your site.

Continued...
5. Link Building

Building trust and authority.

6. Local SEO

Ranking in the coveted map pack.

7. Website Content

The heart of SEO.

8. Measuring Results

Assessing the ROI of SEO.

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Recent Episodes

335. 10K Clients in 10 Years: Marketing and AI Solutions to Get You There w/ Josh Schmerling

335. 10K Clients in 10 Years: Marketing and AI Solutions to Get You There w/ Josh Schmerling

June 26, 2025
How Josh Schmerling Turned a Bottleneck into an AI Breakthrough and Built a Blueprint for Growth
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304. Quality Over Quantity: The New Economics of Case Acquisition
2024-12-27

304. Quality Over Quantity: The New Economics of Case Acquisition

Jake Soffer and Scott Hardy reveal two revolutionary approaches to premium case acquisition in today's saturated legal market. While Soffer demonstrates how FirmPilot's AI platform helps firms target ideal clients with surgical precision, Hardy shares how he built Top Class Actions into a 1.5-million-visitor platform and leveraged Arizona's new rules to create his own law firm, capturing premium cases directly.
Listen now
303. Depth Over Scale: How Bill Umansky Built a Thriving Practice by Leading Differently
2024-12-26

303. Depth Over Scale: How Bill Umansky Built a Thriving Practice by Leading Differently

Bill Umanssky, owner of Umansky Law Firm shares how his leadership transformation - from focusing purely on numbers to prioritizing deep connections with every team member - led to an even more successful practice.
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302. Toolkit: The Uber of Legal Funding: Breaking Predatory Lending's Grip on PI Cases
2024-12-24

302. Toolkit: The Uber of Legal Funding: Breaking Predatory Lending's Grip on PI Cases

ClaimAngel’s CEO Jeremy Alters is dragging a shadowy litigation funding industry into the sunlight by capping interest at 27.8% and building a transparent marketplace where speed and fairness win.
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Bonus - 301. Early Settlement Planning + Expert Lien Resolution = Happier Clients (and Better Reviews)
2024-12-20

Bonus - 301. Early Settlement Planning + Expert Lien Resolution = Happier Clients (and Better Reviews)

Jason Lazarus and Brian Adair reveal why specialized experts save time and money - transforming client satisfaction and driving better reviews.
Listen now
299. Toolkit: Turn Rejected Cases to Revenue; Tap into Your New National Network
2024-12-17

299. Toolkit: Turn Rejected Cases to Revenue; Tap into Your New National Network

Matt Thielen discovered that even successful firms left significant money on the table by mishandling out-of-jurisdiction leads and referrals. He reveals how modern technology is transforming traditional referral networks from an administrative burden into a thriving revenue stream, making it possible for firms to monetize every lead that comes through their door.
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Bonus — 298. Scaling Culture: How to Build Teams That Stick & Systems That Scale; A Collaboration with Be that Lawyer w/ Steve Fretzin
2024-12-16

Bonus — 298. Scaling Culture: How to Build Teams That Stick & Systems That Scale; A Collaboration with Be that Lawyer w/ Steve Fretzin

Sonya Palmer, VP of Operations & host of LawHer podcast, reveals how to attract, hire, and retain top talent. Join Sonya and Steve Fritzen as they break down the systems that scale elite law firms in this special bonus episode.
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297. How Kurtz Riley 10x’d Their Caseload in Year One
2024-12-12

297. How Kurtz Riley 10x’d Their Caseload in Year One

Austin Kurtz, co-founder of Kurtz Riley, reveals how they built an elite referral network and leveraged AI-powered systems to handle explosive caseloads while maintaining quality
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296. Toolkit: Double Your Law Firm’s Revenue: How to Hit Critical Milestones
2024-12-10

296. Toolkit: Double Your Law Firm’s Revenue: How to Hit Critical Milestones

Sasha Berson reveals how to hit the milestones that will help your firm scale from $1M to $10M+. Learn how to leverage untapped practice areas and optimize your marketing spend for maximum ROI.
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295. Perfect Content Fails, Raw Content Scales: Building a 1.9M Following w/ Ryan Stygar
2024-12-05

295. Perfect Content Fails, Raw Content Scales: Building a 1.9M Following w/ Ryan Stygar

The legal industry is dominated by aggressive advertising and hard sells. But what if the key to standing out is to stop selling altogether? Ryan Stygar reveals how he built a seven-figure following by educating and entertaining his audience.
Listen now
294. Toolkit: Why They Pick You: What Data Reveals About Landing 7-Figure PI Cases
2024-12-03

294. Toolkit: Why They Pick You: What Data Reveals About Landing 7-Figure PI Cases

Mike Perez, founder of iLawyer Marketing, shares proprietary research showing why traditional marketing metrics mislead PI firms, and how understanding client behavior transforms marketing ROI. He reveals why some firms spending $100K+ monthly on Google Ads see exponential returns while others waste money on the same platforms.
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293. Start Converting w/ TopDog Law: Lessons from a Data-Driven Intake Machine
2024-11-28

293. Start Converting w/ TopDog Law: Lessons from a Data-Driven Intake Machine

When TopDog Law discovered they were overstaffed but still missing calls, they knew something had to change. In this episode, James Helm reveals how they transformed their intake from a traditional answering service into a data-driven powerhouse, converting at elite levels.
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292. End The Intake Leak: Convert More Cases Without Spending More on Marketing
2024-11-26

292. End The Intake Leak: Convert More Cases Without Spending More on Marketing

Yani Smith, legal intake expert, reveals where most firms are leaking cases and exactly how to fix them. If your PI firm is spending on ads but tracking leads in Excel, this episode is your wake-up call.
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291. Engineering Your Legal Legacy: How Creative Minds Become Legendary
2024-11-21

291. Engineering Your Legal Legacy: How Creative Minds Become Legendary

Daniel Callahan - one of America's top 10 trial lawyers - reveals how he engineered his own rise to prominence. From orchestrating media events around verdicts to creating high-stakes seminars with Supreme Court justices, learn how strategic thinking transforms good lawyers into legal legends.
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290. Toolkit: Law Firm SEO Strategy Guide 2025 — Insights from Legal Marketing Veterans
2024-11-19

290. Toolkit: Law Firm SEO Strategy Guide 2025 — Insights from Legal Marketing Veterans

Jason Hennessey, CEO of Hennessey Digital, discusses cutting-edge SEO strategies for personal injury law firms, AI content optimization techniques, and proven methods for dominating local search results.
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289. Cross-Industry Secrets: 1K+ Reviews, 2.5M+ YouTube Views, Building Teams That Scale
2024-11-14

289. Cross-Industry Secrets: 1K+ Reviews, 2.5M+ YouTube Views, Building Teams That Scale

Criminal defense attorney Adam Rossen reveals how looking outside your practice area can revolutionize your firm's growth. From amassing over 1,000 five-star reviews in a sensitive practice area to building a YouTube channel with 2.5M+ views, Adam shares how cross-industry innovation helped scale his firm to 8 locations.
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