Thoughts & Tactics for Practice Group SEO

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We're used to thinking about search engine optimization (SEO) as a tool for law firms' general web presence. But a growing opportunity, still under many firms' radar, lies with a slightly different approach: practice group SEO, tailoring SEO tactics for specific practice areas within the firm. In many respects, practice focused SEO has the potential to be substantially more effective than the firm's larger SEO strategy, which is often (necessarily) broad and less aligned with the services provided.

Let's look at an example of how practice groups typically use search engines to improve business development. A patent law practice group, for instance, would start by selecting a phrase representative of one element of the group's services -- say, “patent licensing Canada.” The first step is to identify how often people type this phrase into Google each month; for illustration purposes, we'll make it 3,000, or 36,000 annually. The practice group could respond to this information by positioning an on-subject paper, service page, or website at the top of the Google search results. Over the course of a single year, those 36,000 searches represent a consistently strong opportunity to showcase that group's expertise.

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