The Game Changing Attorney Podcast with Michael Mogill

368. Why Your SEO Sucks and What to Do About It with Chris Dreyer

Jun 3, 2025

Chris Dreyer, Founder of Rankings.io and author, dives into the pitfalls law firms face with SEO and marketing strategies. He emphasizes that true success comes from commitment to SEO and building real-world relationships to earn Google’s trust. The conversation also touches on how AI is reshaping search relevance and the need for consistent effort in a competitive landscape. Dreyer urges firms to never settle for mediocrity and to leverage community engagement and innovative marketing to gain an edge over competitors.

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ADVICE

Commit Fully to SEO and Reviews

Commit to SEO long-term; short-term efforts won't yield results.
Establish a review acquisition process with your whole team to boost local rankings.

ADVICE

Boost Reviews with Intentional Process

Incentivize your staff and send monthly review progress emails.
Acquire reviews at key client touchpoints including onboarding and updates.

INSIGHT

AI Ranks by Relevancy and Relations

AI ranks results based on relevancy and relationships, not just quality content.
Local associations and topical links create vital numerical relationships for better ranking.

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What if your biggest competitive edge isn’t the channel you choose — but how hard you’re willing to commit?

In this episode of The Game Changing Attorney Podcast, serial entrepreneur, best-selling author, and the Founder of Rankings.io Chris Dreyer returns to break down what law firms are getting wrong about SEO, how AI is changing the digital playing field, and why consistency, community, and competition are more essential than ever. From dominating local markets to navigating Google’s evolving algorithms, Chris shares the no-BS truths that separate real results from wasted spend.

Here’s what you’ll learn:

Why “if you don’t commit” to SEO and review strategies, “it’s like an uphill battle”
How to earn Google’s trust through “real-world relationships” and local relevance
What it means to “never settle, always compete” — even after you hit your goals

If you’re ready to obsess over the things your competitors are overlooking, this episode will show you how to turn strategy into dominance.

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Show Notes:

01:54 – Introduction02:22 – What Law Firms Get Wrong About SEO06:01 – AI’s Impact on Search and Relevance12:39 – The Truth About AI-Generated Content15:40 – Advice for New Law Firms Entering SEO18:09 – Why Traditional Media Still Dominates22:17 – The Optimal Marketing Mix for Law Firms27:15 – Building Brand Affinity Through Grassroots Marketing32:48 – Proudest Moments and Hardest Lessons

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Links & Resources:

Rankings.io

Niching Up Personal Injury and Lawyer Marketing: From Good to GOAT

Inside Tracker

Giftology

PIMCon (Personal Injury Lawyers Marketing & Management Conference)

Profits First

Cambridge Analytica Scandal

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Past guests on The Game Changing Attorney Podcast include David Goggins, John Morgan, Alex Hormozi, Randi McGinn, Kim Scott, Chris Voss, Kevin O’Leary, Laura Wasser, John Maxwell, Mark Lanier, Robert Greene, and many more.

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