1. Ethical SEO: Content Strategies and Tactics for
OptimizingYour Lawyers’ Bios for Search
Social Media for Law Firms 2013 Conference
September 19, 2013

2. Which lawyer would you hire?
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search

3. Which lawyer would you hire?
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search

4. A small law firm…
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search
25-lawyer firm
with nearly
1,200
visitors/month

5. ‘Search’ delivers significant traffic to their site
2/3 of the traffic comes from search engines
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search

6. A very large law firm…
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search
AmLaw 100 firm
with nearly
68,000
visitors/month

7. ‘Search’ still delivers
2/3 of the traffic comes from search engines
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search

8. Typical résumé style lawyer bio
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search

9. Tip #1: Don’t bury the lede.
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search
1

10. Tip #2: Don’t be obtuse.
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search
2

11. Amy’s updated bio…
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search

12. Tip #3: Start with the lawyer’s strongest and most
relevant information.
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search
3

13. Tip #4: Quickly convey the lawyer’s experience and
the prospect’s pain points.
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search
4

14. Tip #5: Use title tagging thoughtfully.
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search
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15. Tip #6: Update pages as often as feasible.
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search
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16. Final thoughts about social media and SEO…
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search

17. Final thoughts about social media and SEO…
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search

18. Quick recap + tips
 Only employ ‘White Hat’ SEO techniques.
 Remember: Roughly two-thirds of most law firm website
traffic comes from ‘search.’
 Use the first paragraph of the lawyer’s bio to SELL
experience
 Accomplishments, pain points, then employment history.
 Meta descriptions
 A must for lawyer bios and practice areas
 Not fun, but doable
 If you don’t write ‘em, Google will!
 Well written title tags help search results.
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search

19. Quick recap + tips
 Tip #1: Don’t bury the lede.
 Tip #2: Don’t be obtuse.
 Tip #3: Start with the lawyer’s strongest and most
relevant information.
 Tip #4: Quickly convey the lawyer’s experience and the
prospect’s pain points.
 Tip #5: Use title tagging thoughtfully.
 Tip #6: Update pages as often as feasible.
 More tips can be found on my blog:
www.1to1interactive.net/blog/ethical-seo
Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search