Search engine optimization (SEO), like poker, is a game of probability. A poker player can gauge their probability of winning a hand based on the cards they hold, but can only speculate about their opponents’ cards.

Similarly, attorneys can offer quality website content to be served up on search engine results pages (SERPs), but search engine algorithm details remain secrets of the companies that own them. Attorneys must rely on educated guesses as to how their websites’ information will be interpreted by those algorithms.

There is an element of chance at play in card games. But the best players are those who work the odds in such a way that they win more than they lose. In fact, some professional poker players make a lucrative income playing cards, despite the odds against them.

SEO is a winnable game, and the attorneys who tend to “win” are the ones who stack the odds in their favor. Our new series of eBooks is all about learning to play the SEO game and making sure that the odds are leveraged to your advantage.

What follows below is a brief excerpt from the eBook “Law Firm SEO That Works.”


Get to the Table
“Make sure search engines can find and index your site.”

Just a few weeks after the birth of his first daughter, Chris Moneymaker entered a $39 online poker tournament in April of 2003 with seventeen other players. He won that tournament and, as a result, picked up a free seat at a larger online tournament scheduled to take place later in the month.

A fourth-place finish in that online tournament promised $8000, but the top three finishers were given seats in the World Series of Poker Main Event in Las Vegas. Moneymaker was playing well and had his eye on that fourth-place finish, but a friend convinced him to go for the tournament seat, which he ultimately secured.

There were 839 players, including Moneymaker, at the Main Event that May. And, despite his trip to the tables feeling more like a vacation than a real shot at taking home any cash, Moneymaker won the tournament and laid claim to $2.5 million in winnings. The boom in poker popularity that followed was dubbed the “Moneymaker effect.” Nobody has yet managed to match the feat, which has been called “perhaps the most significant win in poker history.”

Bottom line: you can’t win the game if you never find your way to the table, and you never know what will happen when you finally sit down to play.

SEO tactics for attorneys: playing the SEO game to Win

Make Sure Your Website Is in the Running

It’s very important to make sure that your website is accessible to search engines. Otherwise, no matter how informative the content on your site may be, it will be very difficult to get that content in front of potential clients. Fortunately, making sure your website is search engine-friendly is very easy to accomplish by following the advice outlined in this section. And the good news is that the majority of tasks described here are automated or streamlined by the LawLytics platform.

Following the advice outlined below will not only ensure that your site is found and indexed by major search engines such as Google, but it will also help you to establish a solid foundation for all future SEO efforts.

Make Sure Your Content Is Indexable

Though their capabilities are improving with time, web crawlers still have difficulty comprehending media like audio, video, images, and elements built using non-HTML code, such as JavaScript and Flash. In fact, the way a search engine “sees” your website is entirely different than the way a human being experiences the same content (for more on this topic, see our previously released eBook, SEO Basics for Lawyers).

If you want search engines to find and index your law firm’s website, it is important to ensure that the content on that site is written using HTML. Google and other search engines interpret your site as if it were stripped-down into pure HTML text, meaning that crawlers do not even register the presence of most forms of multimedia content unless that content is supplemented with HTML text…

To continue reading, download the eBook here


Featuring more than fifty pages of free content as well as a bonus section on managing your firm’s web presence outside of your law firm website, this eBook covers everything from being found and indexed by search engines, to content marketing strategies, to working with directories and social media platforms.

Download your free copy of the eBook today.