Personal Injury Mastermind

281. Law Firm SEO Checklist: Win Better Cases, Dominate Local Search

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Chris Dreyer, CEO of Rankings, shares insider SEO secrets from PIMCON 2024


"To win the best cases, you need to show up in the best searches." - Chris Dreyer


In today’s episode of Personal Injury Mastermind, we explore the strategies that are helping top firms crush their competition in search results with CEO of Rankings, Chris Dreyer. We discuss:

  • The staggering importance of Google for law firm marketing
  • Google's three key factors for local rankings: relevance, distance, and prominence
  • Leveraging entity SEO to outrank competitors
  • The critical role of reviews in dominating local search
  • Advanced link-building strategies for law firms
  • Content pruning techniques to boost overall site authority
  • Making your firm "click-worthy" in search results



    • Chris Dreyer and Rankings Details

    Chris Dreyer is the CEO and founder of Rankings.io, the elite legal digital marketing agency. 

    • Rankings: Website, Instagram, Twitter
    • Chris Dreyer: Website, Instagram
    • Newsletters: The Dreyer Sheet
    • Books: Personal Injury Lawyer Marketing: From Good to GOAT; Niching Up: The Narrower the Market, the Bigger the Prize
    • Work with Rankings: Connect


      • Resources Mentioned
      • AVVO
      • Connectively (formerly HARO - Help a Reporter Out)
      • Law Firm Newswire
      • Local Falcon (SEO tool)


        Time Stamps

        00:00 Introduction and SEO Importance 

        01:30 Google's Local Ranking Factors 

        02:31 Relevance in SEO 

        04:13 Entity SEO and Content Strategy 

        06:05 The Importance of Reviews 

        07:49 Location and Distance in SEO 

        12:00 Review Quantity and Acquisition Strategies 

        14:09 Link-Building Tactics for Lawyers 

        18:27 Managing Outbound Links 

        19:16 Content Pruning and Crawl Budget 

        21:20 Click-Through Rate and Title Optimization 

        22:48 Key Takeaways and Conclusion



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