SEO Strategies for Law Firms

If you’ve ever wondered why your law firm isn’t showing up on Google—or what to do about it—this episode is your playbook. 

Guest host Bridgit Norris sits down with Lindsey Busfield, Vice President and Director of Operations at Optimize My Firm, to unpack what it really takes to build lasting visibility through SEO and content marketing. Whether you're doing it yourself or paying someone else to handle it, you’ll learn how to make smarter decisions, avoid common traps, and start attracting more qualified leads without throwing money at paid ads. 

This isn't fluff—it’s a direct line to better results, more clarity, and a sustainable way to grow online. 

If you're serious about taking control of your digital presence, hit play now.



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✓ Which practice areas scale fast with Facebook Ads

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Don’t miss this opportunity to see what’s working for law firms in 2025.



Key Takeaways from Bridgit and Lindsey:

1. SEO Isn’t Dead—But It Has Evolved

AI tools like ChatGPT are changing how users search, but the content powering those answers still comes from well-optimized websites.

That means SEO is not just alive—it’s essential if you want to be visible where it matters most.

2. Foundational Website Content is Non-Negotiable

Your site must communicate who you are, what you offer, and where you operate, along with answering real client questions.

Without this “unsexy” but strategic foundation, SEO efforts are likely to fail no matter your budget.

3. Backlinks Still Reign—But Quality Matters

Getting links from credible sources like news outlets or relevant blogs is what moves the SEO needle.

Buying backlinks or relying on directory spam will do little (or worse, penalize your site), while building real relationships can fuel both SEO and community presence.

4. Not Every Firm Should Do SEO

In hyper-saturated markets like LA or NYC, even a $50K/month SEO budget might not crack the first page.

Instead, smaller or newer firms should evaluate more strategic markets and set realistic goals based on competition, budget, and timeline.

5. Track What Matters—And Own Your Assets

If you’re not asking clients how they found you or using tools like CallRail to track lead sources, you're flying blind.

And if you don’t own your website or have full access, you’re risking your firm’s digital future—no matter how good the SEO pitch sounds.

"The content that you need to have on your website starts with having that basic information... that answers questions that people are asking." —  Lindsey Busfield

Get in touch with Lindsey:

Website: http://www.optimizemyfirm.com/

Show: Personal Injury Marketing Minute: www.optimizemyfirm.com/podcasts

LinkedIn: https://www.linkedin.com/in/lindsey-busfield/ & https://www.linkedin.com/company/optimizemyfirm

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