Law firm SEO, behind the scenes. Welcome to the Marketing Accelerator Podcast, featuring three insights in about three minutes. I'm Drew Dinkelacker, and today I am speaking with Doug Bradley. He's the owner of Everest Legal Marketing, where they specialize in SEO for law firms. Doug, based on your experience, what does it mean when a law firm is ranked number one on Google?

Doug Bradley: Typically, that means that they have a really good SEO agency, and actually most service providers, if they rank within the first few results of Google, that means that their SEO firm has done a really good job in building authority, building content, and building a really good website that speaks to users as they're on the website. Doesn't necessarily mean that it's the best service provider or the best law firm, but they typically get the first crack at the business as people are doing searches.

Drew: When it comes to age, the attorney market tends to skew a bit older. How does that impact your marketing decision making?

Doug: Yeah, many attorneys still feel a stigma attached to advertising. There's still a perception that if I need to advertise, I haven't done a good job of building up a referral network or a repeat network of past clients to help make me a successful firm, and I have to actually spend money to get clients. I think that's starting to fade a little bit as time moves on, but like most industries, search engine optimization is a really good way to market to people right at the moment they need your service.

Drew: I'm in Cincinnati, Ohio, and the legal market here is very competitive. Is that unique or pretty common across all markets?

Doug: Yeah, it's very common. The legal landscape and law firm SEO is incredibly competitive across any geography. Really like in terms of industries, porn, casinos and law firms are typically the hardest to market because people don't often naturally link to those websites, which of course, is what helps raise the visibility on search engines. And most people, quite honestly, are looking for a service provider within about a 15 to maybe 30 minute drive, unless they've been referred to that service provider. So really, we're really trying to capture about a 15 to maybe 20 mile radius around a local office.

Drew: Doug, that is a solid example of knowing your market's needs, their desires, as well as the competitive landscape to form a strategy that will deliver impact. The Marketing Accelerator Podcast is a production of MarketingAccelerator.com, where business leaders gain confidence in their marketing efforts, and marketers turn into high performing leaders. I'm Drew Dinkelacker.