Personal Injury Mastermind

283. 83M Impressions: Lawyer's Guide to Mastering Content Marketing

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Matt Dolman, Managing Partner of Dolman Law Group, shares how his website hit 83 million impressions and 670,000 clicks in 12 months.


"All of a sudden Google rewarded us and for three straight years we ranked number one in the country for car accident lawyer. ." - Matt Dolman


In today’s episode of Personal Injury Mastermind, we explore the content marketing strategies that rank legal websites in the top 1% with Managing Partner of Dolman Law Group, Matt Dolman. We discuss:

  • How to amplify content so it can be found
  • Long-tail keywords, the new frontier in legal SEO
  • Quality content production at scale
  • Content freshness: When to update mass tort pages and practice areas
  • Leverage AI for optimization, not creation, to maintain EEAT
  • Strategic social media promotion impacts search rankings
  • Collaboration with other lawyers can boost visibility
  • Regular content pruning and 301 redirects preserve SEO value

    • Guest Details

    Matt Dolman is the Managing Partner at Dolman Law Group. A trailblazer in legal content marketing, his efforts have helped his websites achieve 83 million impressions and 670,000 clicks in 12 months, and 10 million impressions on a new mass tort site in under a year.

    • Matt Dolman:  LinkedIn
    • Dolman Law Group: Website, Instagram, YouTube
    • Lawsuit Legal News: Website

      • 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
        • Google Search Console
        • Google Analytics
        • Surfer SEO
        • Frase.io
        • Ahrefs
        • SEMrush

          • Time Stamps

          (00:00) Introduction

          (01:33) From Obituaries to SEO: The Unconventional Journey of a Personal Injury Lawyer

          (03:08) The Evolution of SEO

          (04:48) Content is King

          (05:37) Quality vs. Quantity: The Delicate Balance in Content Production

          (07:21) Dominating National Rankings

          (08:20) Content Refreshing for Better Rankings

          (10:28) AI and SEO in Search Results

          (12:29) Optimizing Content with AI Assistance

          (14:36) Sharing Can Boost Your Rankings

          (17:30) Reasons to Share Legal Content

          (18:30) Content Pruning

          (19:53) How to Measure Success

          (21:28) How Long Should You Wait for SEO Results?


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