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Marketing Tech: Seven Criteria for Evaluating Your Law Firm's SEO

By Melanie Trudeau

Why should your firm care about search engine optimization (SEO)? Is it really all that important to law firm marketing? For years, law firms have perceived SEO as a “black art” with a questionable ROI, resulting in a foggy understanding of how it fits into a firm's overall marketing strategy.

From my experience, this uncertainty has arisen because people find SEO difficult to get their arms around. It is a complicated and technical field of digital marketing that is constantly changing as technology evolves. It is also a long-term strategy that requires patience, and there are not always guarantees that your efforts will achieve the results you're looking for.

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