Marketing a Law Firm | Marketing Mailbag

Daily thoughts on law firm success.

Marketing a Law Firm | Marketing Mailbag

This post is from the first blog I started, called “How to Start a Law Firm.” Over the years I’ve moved to different sites a few times and wanted to catalog all of my content in one place. If an article refers to a link and there is no link, sorry, that’s consequence of the move. Enjoy!

I love Bill Simmons. If you don’t know who he is, that’s okay. He’s just the greatest sports columnist of all time. Anyway, he does these mailbags every month or so where he posts real reader’s emails and then responds to them. Because I’d love to be him, I’m going to do my own mailbag today. It’s not going to be nearly as funny or entertaining, but you’ll probably like it. Here we go.

Hello again,

I wrote the following email to you in July regarding my practice and never received any response. I would appreciate if you could read my story and get back to me. You regularly feature start up offices on your website and I was honestly surprised that my email was ignored.

I understand if it was just an oversight and I look forward to hearing from you soon.


Patrick, New York

I was debating for a long time whether or not I’d respond to this. I never sent an email back to this guy, because the first time I read it I was a little pissed off. Here’s why. I’m not trying to be a jerk, but I am not writing this blog for you. I am not here to meet your every whim and fancy. I am writing this for me. I like to talk about this stuff, and it’s a great place for me to organize my thoughts and talk about a subject that interests me.

When I offered to do post start up stories here it was because I thought it would be interesting for everyone to read and see what others were doing. It was not to promote anyone’s practice, nor was I obligated to post anyone’s story. If you got your story posted, congratulations, you said something that I thought was cool. If not, try again. I promise you if you write something interesting, I’ll post it here – if you don’t believe me, use your second email as proof.

How is it going? I dont even know if you check this, so Ill keep it short. I read your entire SEO blog and I am trying to follow it as best as I can.

I am a criminal defense/immigration attorney in Houston. My website just went live 2 days ago and I have my blogs/articles set up. I read somewhere in your blog that I shouldnt start writing blogs (and backlinking) and articles (and backlinking) right away or else google will think something fishy is going on.

So should I stop? I have written 3 blogs in 3 days on each blog and I have submitted 1 article on goarticles. All of the blogs and the article have backlinks to my site. If I should stop….when is it ok to start up again? Thanks a ton! LOVED the blog!

Eric in Houston

See, this is the right way to ask a question. The tone here is completely generic valium us no prescription different than the first question. But I digress. Here’s the answer.

One post per day is great for your blogs, but for your own sake, you might want to slow it down a bit. What I’d suggest is two posts on your blog per week, and one article per day (Monday through Friday) linking to your blog and one linking to your website. What you don’t want to do is have your site go live and then throw up 1000 links. If links were meant to be votes for your site, and you were some independent judge, wouldn’t you think that was a little fishy? I would to.

So, you’ve got your posts done for this week, now go out and write some articles and link them back to your website and your blog. If you are going to err one way I would say more articles with links to your sites than articles on your sites.

I have a question about how you approach this keyword marketing. When you are targeting multiple keywords per site and doing 2 articles a day (4 keywords) how often do you use the same keyword? Twice a week? Once a week? I don’t want to use the same one everyday because I feel like it will have diminished returns, but I want to use it enough to boost my search ranking as fast as possible. What do you think? I am going to make a monthly spread sheet and mark off which words I use each day but I need to know how often to use each word.

Thanks and hope your practice is still going well.

Robert, Seattle.

Here’s what I do. For each page (website or blog) you want to make a spreadsheet that lists five or six keywords that you want to target. For example, if you are doing criminal defense in Seattle you might think of Seattle criminal lawyer, Seattle criminal attorney, Seattle criminal attorneys, Seattle criminal lawyers, criminal attorney, and criminal lawyer. Every time you write an article and link to that page, make a note in your spreadsheet. If you cycle through those words every time you make a link you should be fine.

But I will tell you, when you are marketing your law firm on the internet it is important that you vary your keywords. You don’t want to have a thousand Seattle DUI lawyer links and nothing else. That sounds weird to me and it sounds weird to Google.

And, one last note on a comment within the last question – “I want to boost my search ranking as fast as possible.” This is not the mindset you should take into this. In many ways, SEO is a zen thing in that it will happen when it happens. All you can do is put the work in, keep your nose to the grindstone, and wait for the benefits to start rolling in. You have to take this approach because you have no idea how long it’s going to take you to get where you want to go. If you are setting the timeline, you are likely going to be disappointed.

Okay, that’s all for me. Have a great weekend. And again, thanks for all your emails, and thanks for reading!

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