Search Engine Marketing &Search Engine Optimizationfor Law Firms.

A Majority of Searches for Injury Lawyers Start Online.

Your Law Firm Can’t Afford to Ignore Digital Marketing.

Quick, if you were injured in a car accident and needed a lawyer, what’s the first thing you’d do?  If you’re like the majority of Americans, you’d search online for an attorney.  According to recent studies, 87% of all consumer searches for products start online.  That’s a compelling statistic, especially considering car accident victims searching online are hot prospects, ready to hire a lawyer today. It would be law firm marketing malpractice to ignore the prodigious flow of online accident lawyer searches.  That’s why Brantley Davis Ad Agency offers one of the smartest Google certified digital teams in America.  Because we see the value digital marketing delivers to our client’s bottom lines every day.  That’s also why we conduct a thorough SEO (Search Engine Optimization) and SEM (Search Engine Marketing) audit for all law firms before launching any marketing plan.  If you’d like to learn more, email us for a free SEO/SEM audit,  We’d love to get your law firm clicking too.

Search Engine Marketing (SEM)

Search Engine Marketing is one of the easiest, quickest ways to leverage hot prospects online.  A campaign can be up and rolling in a week and your firm determines budgets so the cost of entry isn’t as prohibitive as some media.  Maybe best of all, our digital team works with you to determine which keyword searches are priorities and implements a comprehensive plan to maximize your firm’s investment.  Additionally, we review data daily to optimize campaigns and provide all clients with dashboards so they can track metrics along with us.  If you’re looking for an experienced Google certified SEM team that can deliver results, email us today.  More law firm clients are just a click away.

Want to learn more about the basics of SEM?  Click here for the basics.

Search Engine Optimization (SEO)

80% of consumers searching online skip paid ads and proceed directly to organic results.  That’s why it’s imperative personal injury law firms appear in page one results for high priority keyword searches.  And why you should contact us today for a free SEO audit.  We’ll tell you what we think you’re doing well and what could be improved.  And how much it would cost to implement a highly strategic SEO program that will land your law firm at the top of search results.

If you’re not familiar with SEO, we’ve prepared a basic primer below that should get you up to speed in a few minutes. Just click here.

Youtube, CTV/OTT, Facebook, Instagram, TikTok, Spotify, Pandora

You became an attorney to practice the law, not write social media ads and debate the efficacy of CTV versus Youtube. That’s why you hire us.  Our digital media team has run campaigns in just about every social, streaming  and digital channel you can name.  From millions of monthly impressions on CTV to Messenger campaigns on Facebook and law firm TikTok ads,  we know what works and what doesn’t.  And we’re happy to share our experience with you.

A Primer on Search Engine Optimization (SEO)

What Is Search Engine Optimization (SEO)?

Search engine optimization (SEO) is the process of increasing the visibility of a website on a search engine result page (SERP), which is the list of website links shown in response to a user’s search query. SEO is not a “silver bullet” that can instantly boost a website’s ranking; rather, it’s a long-term strategy that requires consistent effort over time to see results. There are a number of factors that determine where a website ranks in search engine results. These factors include the number of sites linking to your website, the text on your website’s pages, your website’s architecture, your website’s authority, and more.

Benefits of Investing in SEO for Law Firms

Reach more potential clients

By investing in a solid SEO strategy, law firms can reach more potential clients online, leading to more business. By increasing your website’s visibility on SERPs, you can reach a larger audience, including people who are searching for legal help but aren’t necessarily ready to hire yet. SEO can help you to connect with these potential clients and guide them through the decision-making process. 

Improve brand awareness

Brand awareness is an essential element of law firms’ success. Brand awareness can help law firms to secure new clients, increase retention rates, and increase referrals. Investing in SEO can help brand awareness by increasing your law firm’s online presence and making your website more visible to potential clients. 

Improve lead generation

SEO can help law firms generate leads by driving more traffic to websites and boosting conversion rates. By increasing website traffic, law firms can collect more leads, contact information, and email addresses, which can be used to guide clients through the decision-making process.

The Cost of SEO

The cost of executing a solid SEO program can range anywhere from $5,500 to $20,000 per month but compare proposals closely to avoid overpaying.

SEO proposals should include a site architecture audit, 300-500 Do Follow links per month with solid Domain Authority, 8,000-16,000 words per month in blog content, special attention to local Google maps and reviews.

SEO Tactics for Law Firms

Focus on long-tail keywords: Long-tail keywords are highly specific phrases that are more likely to convert than broad, short-tail keywords. Long-tail keywords are also easier for law firms to rank for, making them a valuable SEO tactic. By focusing on long-tail keywords, law firms can create more targeted content that is likely to convert. 

Create useful and high-quality content: To rank higher on SERPs, law firms need to engage their potential clients. The best way to do this is by creating high-quality content on their website and connecting with potential clients through that content. Creating useful, helpful, and high-quality content will help law firms rank higher on SERPs and engage potential clients, leading to more leads.

How to Create an Effective SEO Strategy

There are a few key components to creating an effective SEO strategy for law firms:

 – Defining goals 

Before starting your SEO strategy, it’s important to define your goals. What are you trying to achieve with SEO? What do you want to get out of it? Defining goals for your SEO strategy can help you to stay focused and make sure that you’re putting your time and effort into the right things. 

Competitive analysis

Once you’ve defined your goals, it’s time to conduct a competitive analysis. A competitive analysis can help you understand your competition, the keywords they’re ranking for, and the types of content they’re publishing. 

Creating an editorial calendar

An editorial calendar can help you to stay on track with your SEO strategy. An editorial calendar outlines all of the content that you’ll be publishing, when you’ll be publishing it, and how it relates to your overall SEO strategy.

Keyword Research for Law Firms

Keyword research is the process of researching and discovering which search terms people are using to find solutions to their problems. By conducting keyword research, law firms can discover which keywords they should be targeting, and how they can rank higher for them.

There are a few different ways to research keywords and discover which ones are best to target. 

Using a keyword tool

There are a number of keyword tools that can help law firms to conduct keyword research. By using a keyword tool, you can enter a few different keywords, and the tool will pull data and offer suggestions for additional keywords to target. 

Conducting a manual keyword analysis

Although keyword research tools can be helpful, it’s also important to conduct a manual keyword analysis to make sure that you’re targeting the right keywords. To conduct a manual keyword analysis, you can review websites that are ranking for your desired keywords to discover what their content is about.

Link Building for Law Firms

When it comes to SEO, link building is the process of gaining external links to your website from other websites. External links are important because they can help to increase your website’s authority and improve your SEO. External links also help to improve brand awareness and generate more leads.

For law firms, there are a few different ways to build links to their website, including: 

Building links through content 

Creating valuable, helpful, and high-quality content

Can not only help you to rank higher on SERPs, but it can also help you to earn links from other websites. By creating content about topics that other websites are also linking to, you can reach out to those websites and ask them to link to your content. 

Building links through guest posts

Guest posts are articles that are published on another website. By writing guest posts for relevant websites, you can earn links back to your website. This is a great way to build links through content and can help to increase your brand awareness.

How to Measure SEO Success

There are a few different metrics that can help you to measure your success with SEO. 


The number of people visiting your website is a good metric to track and can help you to measure your success with SEO. The more people visiting your website, the more likely they are to convert. 

Conversion rate

The number of people visiting your website who choose to complete a specific action, like filling out a form or making a purchase, is another good metric to track. The higher your conversion rate, the more successful your SEO efforts are.

SEO Tools for Law Firms


SEMrush is a free online tool that can help you to track your SEO efforts. With SEMrush, you can track your website’s traffic, keywords, and more. 

Google Analytics

Google Analytics is a free tool that can help you to better understand your website’s traffic. With Google Analytics, you can track your website’s traffic, discover which pages are the most successful, and more.

 – HubSpot

HubSpot is a marketing software that can help you to track your SEO efforts. HubSpot can help you to track your website’s traffic, discover which pages are the most successful, and more. 

A Primer on Search Engine Marketing for Law Firms

Search Engine Marketing (SEM) is becoming an increasingly popular way for law firms to promote their services and grow their businesses.

With the right strategies in place, you can make sure that your law firm is seen in the right places, at the right times, and by the right people.

It can also help you build trust and credibility, as well as give you an edge over the competition.  Moreover, a solid SEM program can be a powerful tool to help grow your law firm’s bottom line.

What is Search Engine Marketing?

Search Engine Marketing (SEM)  is the process of bringing targeted traffic to your website through paid advertisements on search engines. The ads include images, information, and a link to your website.  You can use these ads to drive traffic to your website, increase brand awareness, and lead generation.

SEM is a great strategy for law firms looking to establish their brand online, increase leads, and drive revenue.

Search Engine Marketing Strategies

There are many different strategies that you can use to grow your law firm using SEM. You can use paid search ads, paid placement, and paid discovery to bring targeted traffic to your website.

Paid search ads allow you to appear in natural search engine results at the top, middle, or bottom of the page.

Creating an SEM Strategy

Before you start investing in SEM, you will need to create an SEM strategy. You can start by defining goals and objectives.

What are your law firm’s goals for next year?

What are your law firm’s objectives?

What do you want to accomplish with your SEM strategy?

When you have your goals and objectives in place, you can create an SEM strategy. Choose the best search engine for your law firm, the best keywords, and the best target audience. Create a budget and a timeline to help you stay on track.

By creating an SEM strategy, you can make sure that you are investing your money in the right ways and reaching the right people at the right times with the right services.

Best Practices for Search Engine Marketing

There are many different best practices to grow your law firm through SEM.

Make sure that you are targeting the right keywords. These are the words and phrases people are searching for online.

Ask an SEO expert to audit your law firm’s website to ensure it’s optimized for search engines. Confirm the website is mobile friendly, has great content, and follows best SEO practices.

Use social media to engage with people, answer their questions, and build trust and brand awareness.

Develop an email marketing program to engage former clients and potential new ones.

By following these best practices, you can make sure that your law firm is seen in the right places, at the right times, and by the right people.

Measuring Search Engine Marketing Success

There are several ways to measure the success of your SEM strategy. Measure your traffic, leads, and conversions.


How much traffic is coming to your website? You can measure this by tracking your website traffic, including where that traffic is coming from.


How many leads are coming in? You can track your leads and conversions to see how many leads you are getting and how many of those are becoming paying customers.


What percentage of your leads are turning into customers?

You can track your conversions to see how many of your leads are actually buying your products or services.

By measuring your traffic, leads, and conversions, you can see how successful your SEM strategy is.

Tips for Successful Search Engine Marketing

There are many tips that you can follow to make sure that your SEM strategy is successful. Create a solid plan and strategy. Know what you are doing and why you are doing it.

Diversify your marketing efforts and do not rely too much on one source of traffic. Test, iterate, and make adjustments along the way if needed.

Measure your results, adjust your strategy based on those results, and keep moving forward.

The Best Search Engine Marketing Platforms

There are many different platforms that you can use for search engine marketing, but these three are the best for law firms. The first one is Google Ads. This is the most popular and widely used platform for search engine marketing.

The second one is Facebook Ads. This is a great platform for B2B law firms.

The third one is LinkedIn Ads. This is a great platform for B2C law firms.

There are also other platforms available, including Bing Ads, Twitter Ads, and Instagram Ads. These are also good platforms that you can use for search engine marketing.