How Your Law Firm Can Use SEO and Content Marketing

If digital marketing forms the body of your law firm’s lead generation strategy, content marketing and search engine optimization (SEO) are the legs that hold it up. When developing a digital marketing strategy, content marketing and SEO are two of the most effective tools for your firm to generate new client leads. Much like the ingredients of a delicious recipe, these components work hand-in-hand. Using one without the other will greatly diminish the potential reach for your law firm, while ignoring both, quite frankly, will leave you in the dust of your competitors. Before you can begin weaving these tools into your digital marketing plans, you must first understand what they are and how they can work for you. 

What is SEO?

SEO, or search engine optimization, delivers natural, free website traffic from search engines such as Google, Bing and Yahoo. As we all know, when someone enters a word or phrase into a search engine, thousands of results instantly appear. These results are not random. Rather, they are strategically ranked based on their relevance to keywords listed in the search content by the person performing the search and the value other readers place on that content as measured by the time they spend on the page consuming it.

The goal of SEO is to place your law firm at or near the top of the results page in Google or another search engine. Search engine users tend to visit the first few results listed so if your firm is hovering at the bottom or after the first page, chances are you won’t be seeing much traffic to your website. Applying specific keywords and phrases within your content, focused on the search habits and interests of your target audience, can lead to higher search engine ranking. This is where a strategic content marketing plan comes into play. 

What is Content Marketing?

As defined by the Content Marketing Institute, content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”

Churning out content can play a role in this practice, but it takes more planning and strategy than that to succeed. The key is developing a strategy that identifies your goals and how you intend to accomplish them. Your time is valuable and a content marketing plan will only achieve success when it involves creating intentional, results-driven content. If your firm has never utilized content marketing, it can seem like a daunting task. However, the best way to make progress and show results for your attorneys is by keeping it simple and defining a roadmap that will help you stay on track with your goals. 

How SEO and Content Marketing Work Together.

SEO and content marketing show the greatest results when they are combined. At its core, marketing is the promotion of your firm’s services to your target audience. That can still work on its own, but the application of keywords and phrases that mirror a typical client search will take your marketing from mere promotion to to serving as a well-respected resource for prospective clients. This is where you’ll need to do a little research. Think about the questions your current clients are asking and how you can craft well-written content that answers those questions for them. Phrasing is key as well, so be sure to leverage resources that can show what people are actually searching for when seeking a law firm or related legal advice.

With consistency and time, this practice will allow your firm to position itself as a thought leader in your industry. You’re answering the questions that interested parties are asking, and therefore becoming the resource during their time of need in the process. Your SEO research will provide the basis for your content, while the actual production will generate interest in your firm among your target audience. 

SAME process. Unique results.

Content marketing efforts are wasted by your firm if you aren’t reaching and engaging with your target audience. Learn more about our SAME 4-step strategic process where we develop a unique strategy for your firm to gain real results.

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Getting Started with SEO and Content Marketing.

Now that we’ve established a plan for your SEO and content marketing, it’s time to begin weaving those strategies into your current marketing efforts. Relevant keywords are your main focus. The keywords you researched during your initial SEO background work should be included in all content you produce. However, this is also a delicate process. You want to include enough keywords that you rank higher in search engine results, but you also want your content to flow naturally rather than feel forced. Search engines can actually penalize forced and unnatural content with lower rankings.

To get started, it’s important to audit all your existing content. That includes every blog, social media post, video or other content to make sure it aligns with your strategic plan. Quality and consistency are crucial, and much like the use of keywords, they require balance. The goal is to create content that is refreshing and creative, while providing answers to match some of your clients’ most commonly asked questions. Now is a good time to note that any and all content you produce should live on your website and be shared on all social media portals. Driving all traffic to one central location is vital, because it will ultimately generate more potential leads for your firm. 

Producing Effective Content Marketing with SEO.

Now that you understand better what content marketing and SEO can do for your law firm, it is essential that they become part of your strategy across all channels. From social media platforms such as Facebook and LinkedIn to other channels like a blog or a podcast, content marketing and SEO practices can and should be utilized everywhere, all working toward the same goal of reaching and engaging with your target audience.

Armed with the knowledge of what these elements are and how they work, your law firm will be well on its way to producing thoughtful, engaging content that fills a need for your audience. So, what are you waiting for? There’s no better time to get started on your law firm’s new SEO and content marketing plan than the beginning of a new year. 


Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position