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, . . . [more]