Advanced SEO Training Program for Law Firms

By The Black Fin Team


Category: Random

We understand that your time and money are precious, and you can’t waste either of them on old marketing techniques that don’t work anymore. We will support and guide you, as you apply our proven SEO methods on your site. We succeed when you succeed and you will see that, with how many details and secrets we’ve given you in our DIY law firm SEO course. Down below you will find our complete first lesson for FREE, whether you take it all in at once or save it for later, either way, this lesson will be here for you. What you will find below is just one of our many courses within our complete training program. We understand that there isn’t always a big budget for digital marketing, especially if your firm is just starting out. We took this into consideration and have put together this easy-to-follow course at an affordable rate so every firm has a chance of succeeding in the digital marketplace.

Module 1: Building a Solid Foundation

Before diving into nitty-gritty SEO work, it’s important that you get a few key things in place first. 

That starts with identifying which tools you’re going to need to get the job done, which can be overwhelming – for every type you need, there are sometimes dozens of options. Luckily, we’ve got you covered.

We’ll help you choose the right ones right out of the gate to help you avoid any unnecessary, time-sucking trial-and-error, and we’ll show you how to use them, to boot.

Also included in this lesson is some history and general information about law firm SEO, as well as how to start with the right mindset, how to research keywords and build a plan, and how to optimize your title tags and meta descriptions.

Who said starting had to be the hardest part?

Lesson Topics


Module 2: IMG’s 20 Point Audit

Ready to dig into some real SEO work?

Week 2 is all about understanding the current state of your website and its standing in search engines. This is where you’ll understand which SEO metrics have the greatest weight in search engines, how to establish them, and how to recognize if you’ve got any serious problems.

After all, each site is unique, and it’s impossible to focus your efforts without understanding where you’re at right now. Maybe you’ll need to focus on getting more quality backlinks, or cleaning up the links you already have.

Whatever the case, the processes and tools we use and explain throughout this module will be used throughout your law firm SEO campaign.

It may not be the most exciting process in the world, but hey – at least it has nothing to do with taxes.

Lesson Topics


Module 3: Our Secret Sauce

Everything we’ve covered so far has been pretty standard guidance that every good SEO follows in one way or another. Hopefully we made the process easier than if you had gone it alone, but we’re doubting there were any surprises there. 

That’s about to change.

After all, what separates you – and your results – as an SEO are the things that you’ve figured out that aren’t as common. Or accepted, even. There aren’t many places online where you’ll find these strategies outlined, and they would be ambitious to carry out for a newbie. But that’s what we’re here for!

In this week’s lesson, you’re going to learn a couple of these really useful, needle moving tactics – one related to keywords and one related to backlinks – along with everything you need to know to make it happen.

Let’s do this.

Lesson Topics


Module 4: Getting Your Firm on the Map

If it’s not yet clear, A LOT of current SEO work revolves around Google. It’s the largest search engine there is, by a long shot, but it doesn’t stop there. You’ve already set up Google Analytics and used their Keyword Planner, and if you decide to run paid advertising campaigns (pay-per-click or otherwise), you’re likely going to use Google Adwords for that.

Because of this, it’s immensely important to properly set up and optimize your Google My Business listing (sounds circular, we know, but Google will do that to you).

Your GMB listing is critical to creating and maintaining consistency across your online business listings, and making sure that Google knows who – and where – you are. An improperly set up GMB page can lead to loads of missed traffic, meaning lost leads, meaning lost clients. 

That’s why, on top of lessons to verify and optimize your GMB listing, we also include a lesson on how to remedy one of the biggest issues that pops up, which is duplicate listings.

Also, we’ve added an intro to an online listing tool called Yext, which will help you manage all of your numerous business listings online to ensure consistency and accuracy across the board.

Ready to get your firm on the map?

Lesson Topics


Module 5: Local SEO Citation Blaster

Now that Google knows where you live, it’s time to put some serious effort into your local SEO.

Local SEO is important for both the fact that people typically search for an attorney with their city name, as well as the fact that Google knows where most users are searching from and spit back local results when the search is local, as is the case with a search for a local attorney. Creepy, but true.

The most integral piece is getting your GMB page set up, which is what we covered last week.

This week, we’re going to focus on how to send some juice to your listings to improve your visibility in search engines. The biggest benefit of this is that it can result in Google displaying your firm higher in Maps results, which show up on search results pages for local searches. 

That means more traffic, more clicks, and more reputability before they even land on your site. After all, showing up high in Google does a lot to begin the trust building work with leads.

The key to making this happen? Acquiring citations, the focal point of the solo lesson for this week. (Don’t worry, it has nothing to do with MLA or APA.)

Lesson Topics


Module 6: The Devil’s in the Details

Guess what?

This lesson marks the halfway point of the first 12 weeks of the program – a testament to your dedication and hard work up to this point.

The last few weeks, we’ve been hitting some pretty big points that are hopefully already yielding results. Even if you aren’t ranking very highly at this point for your primary keywords, the fact that everything is in place should definitely be exciting, and is an awesome accomplishment.

This week, we’re going to tone it down a notch with a few straightforward, simple lessons that can help you get your i’s dotted and t’s crossed. These aren’t the things anyone would consider secret, but they can definitely add up to a significant impact on not only your SEO but your website’s user experience (UX), as well. 

After all, the devil might indeed be in the details – but sometimes there are leads in there, too.

Lesson Topics


Module 7: The Rockefeller Method

One of the cool things about SEO is how it overlaps with so many other fields. When it comes to the internal workings of a website and how that relates to search engines, it overlaps with Web Development; when it comes to improving engagement metrics, it overlaps with Design and Content; and there are myriad ways that it overlaps with Social Media.

As search engines – with Google leading the way – take more and more factors into account when ranking websites, this comes as no surprise.

But in this week’s lesson, we have an overlap that you probably didn’t see coming: SEO and Reputation Management. 

Learn how to take control of what Google shows users about you, and make sure that people looking more closely at your firm aren’t surprised by anything unsavory (such as a bad review from an angry blogger).

Don’t worry, this isn’t negative SEO, in the sense that you attempt to bury other sites’ rankings by spamming them; instead, you just promote the good.

Ready to create a monopoly of your branded keywords? Mr. Rockefeller would be proud.

Lesson Topics


Module 8: Under the Local SEO Hood

Creeping beneath the surface of the internet are some strange monsters, mostly in the form of seemingly indecipherable codes. While most of these are only of concern to the developers who actually build the web, some occasionally become more common and accepted, and some of us non-coders have to take notice.

Such is the case with schema markup, a coding vocabulary that you can use to tag certain types of information on your website to make it more easily found by search engines. Google, Microsoft, and Yahoo are all sponsors of the project, and millions of websites now use the vocabulary in the back end of their CMS (Content Management System – such as WordPress). 

What’s this got to do with you? While it has a variety of applications, especially as the language continues to be expanded, the most important thing to note is that it’s associated with higher organic rankings in search engines. Essentially, it’s extending an olive branch to search engines – in the form of an agreed-upon code – to help them understand you better, and it in turn makes it easier for your hard SEO work to pay off in the end.

Fair warning: this is on the more technical side of things, and though it may not seem like much (we’ve only included the one lesson for this week), it can be a bit to wrap your mind around.

Lucky for you, we show you how to do it all, and we’ve even developed a markup tool that will make the process as easy as possible on your end.

Time to crack them knuckles and get to work!

Lesson Topics


Module 9: Optimizing Your Content

While a lot of the SEO work we’ve done so far relates to things that are fairly invisible to your average internet user, there are plenty of best practices for “on-page” SEO work, as well.

What’s especially interesting when it comes to on-page SEO is the ways in which it relates to the tension between writing for search engines and writing for users and leads.

Generally, it’s a good idea, when writing your content, to focus pretty exclusively on what prospective clients would be looking for – since more weight is now placed on how users engage with your content – as opposed to what Google can learn from the content itself. But the latter is still important.

So how do you know what to do with things like title tags, keywords, and headers within your content?

You work through this module, that’s how!

Lesson Topics


Module 10: Getting Reviewed

People can get a bit nervous when they go to find an attorney. After all, attorneys unfortunately don’t have the best reputations in the world, often painted as egotistical money-grubbers.

That’s why, whenever you can display good client experiences with your firm, it’s in your best interests to do so.

The most common way to do this is by getting good online reviews. As people continue to turn to the internet to find local services, having feedback from actual past clients displayed wherever you can – most importantly in search results – leads to a boost in intakes. 

Studies have shown that people trust online reviews almost as much as they trust the word of their friends and family, and carry a tremendous amount of weight in purchasing decisions.

Nonetheless, some small businesses get nervous about promoting reviews, concerned that the opposite of what we just described might happen – someone will leave a negative review and permanently disable your online presence.

But don’t worry, there are plenty of great online tools that give you a tremendous amount of control over the online review process.

Let’s get those 5 stars.

Lesson Topics


Module 11: Advanced Audits & Troubleshooting

Google has a bit of a strange relationship to SEO.

While they aren’t opposed to it, being that there are clear benefits to optimizing your site for search engines, they aren’t the biggest fan, either. SEOs trying to “crack the code” of Google’s algorithm, sometimes successfully, is a large reason why Google has had to become so sophisticated with their algorithms, and they preach a lot of caution when working with SEOs (which, to be fair, we do too).

That being said, there’s also plenty of merit to the notion that Google is primarily concerned with its own product, and that you shouldn’t trust them implicitly when it comes to their perspective on SEO. Which is why few of the actual SEO-metrics-related tools that we’ve used so far have had little to do with Google’s many products.

But Google does have a platform – Google Search Console (GSC), formerly known as Google Webmaster Tools – that analyzes a wide array of SEO-related factors.

While we don’t see it as a starting point for nitty-gritty SEO work, there are some definite benefits to using the platform, especially when it comes to recognizing big issues within Google, as well as troubleshooting.

In this lesson, learn what to pay attention to in GSC, as well as how to address problems that might arise. We also take a deeper dive into Majestic’s platform to further analyze and fine-tune your SEO. 

Lesson Topics


Module 12: Optimizing Your Law Directory Profiles

Some of the things done with SEO are elegant, technical, and just totally geeky. On the other hand, some are brute force, pushing your site to the top by simply doing more than your competitors. This lesson falls into the latter category.

While you’re certainly aware of the major law firm listing sites out there – and we’ve already talked about a number of them – having as many high-quality directory listings as possible can also be a big boost to your rankings.

After all, most of your competition is already using Avvo and Justia and Findlaw. While those types of mainstream listing sites are the most important, there are plenty more that, when completed in concert, can also be an important source of backlink juice.

In other words, this lesson shows you how to make sure the internet never forgets your firm’s name, and that when it comes to the competition, you simply outwork them.

Lesson Topics


Module 13: Local Outreach

Backlinks are key to the success of your firm’s SEO.

Local outreach is a great way to build backlinks to your site while simultaneously supporting local causes, charities or events in your area. And another bonus: this method can be tax deductible if you’re donating to a non-profit.  

Oftentimes, donors/sponsors will be recognized on an organization’s site with a link back to them, thus, giving you a backlink to your own firm’s site.

But not all backlinks are created equal! Some are better than other in the eyes of Google. In this lesson we show you how to determine what local opportunities will be the best to invest in within your budget that will contribute to boosting your rankings. We’ve found that the best budget for local outreach is usually between $400 and $750.

With a little bit of local research and a few emails sent to local organizations, you can have acquire a backlink or two in no time! 

Lesson Topics


Module 14: Guest Posts

Purchasing guest posts is another tactic we recommend to build backlinks to your site. As you know, a strong backlink portfolio holds a lot of weight in Google’s eyes and can help significantly in your quest to reach the top of search results in your practice area. The budget for this tactic can greatly vary depending on the authority of the websites your writer is posting to.

Essentially, a guest post is an article written by a freelance writer (most of the time) who submits the written piece to an online publication where it is then published and contains a link back to your firm’s website within the body of the text.

In this lesson, we will cover how to build a successful guest post strategy, how to find writers and how to evaluate which sites are best to have your guest post published on.

By putting a little bit of time in on the front-end to find credible guest post writers/vendors and analyze the websites they post to, you will set yourself up to quickly and easily order guest posts whenever you’d like. We recommend setting aside a monthly budget for building backlinks to your site and guest posts are an easy way to consistently improve your SEO! 

Lesson Topics


Advanced Law Firm SEO Audit

This module is all about understanding the current state of your website and its standing in search engines. This is where you’ll understand which SEO metrics have the greatest weight in search engines, how to establish them, and how to recognize if you’ve got any serious problems.

After all, each site is unique, and it’s impossible to focus your efforts without understanding where you’re at right now. Maybe you’ll need to focus on getting more quality backlinks, or cleaning up the links you already have.

Whatever the case, the processes and tools we use and explain throughout this module will be used throughout your SEO campaign.


Find out how Black Fin can help
with your free consultation now

Client Review


"I cannot be happier with Gerrid Smith and Black Fin, and highly recommend their services."

- Seth Gladstein, Gladstein Law Firm