What is SEO?

What is Search Engine Optimization?

“Without strategy, content is just stuff, and the world has enough stuff.” – Arjun Basu

“Everyone says I need SEO. What is SEO?”

SEO stands for Search Engine Optimization. It is the process of improving your site to increase its visibility on search engines such as Google. It also serves as a catch-all term that includes all tactics used to increase website search rank and generate traffic on the web, including organic (unpaid) search engine optimization and pay-per-click (PPC) advertising.

“Whoa. Back up a sec. How do search engines work?”

Search engines use bots to crawl pages on the web, collecting information and indexing the pages. Algorithms analyze the index and apply hundreds of ranking factors and variables to determine the order pages should appear in the search results for a given query.

By putting some time and effort into your law firm’s SEO, you’re increasing the chances that those bots are satisfied. The goal is to make them say, “Oh yeah. That’s the good stuff.”

Non-Branded Search: Putting the Search in Search Engine Optimization

Non-branded search refers to search phrases made up of keywords that do not reference a specific brand name. “Research”, “long-tail”, and “head-term” are the three most common types of non-branded search.


  • Researching specific information
  • No clear intent on purchase
  • High volume


  • Larger word count
  • Clear intent to buy
  • Individually infrequent, large in the aggregate

Head Term

  • Product/service + location
  • Clear intent

Research Searches Bring the Most Website Visits

An overwhelming number of people will visit your site while in the research phase of looking for legal services.

Long-Tail Searches Bring the Most Contacts

The majority of people who contact you through your site will be found through long-tail search.