I don’t want to sound too disparaging, but frankly, there are only a handful of Toronto law firms and individual Toronto lawyers that “Get” search engine optimization (SEO).
Many make admirable attempts. Some do it very well. Most do it poorly. This is totally understandable given the demands of tending to their clients and a busy legal practice.
Still, I find it peculiar that so many lawyers and law firms adopt an “If you build it. They will come.) approach when it comes to their online presence. In my experience and in my humble opinion; – Law – is the most competitive industry when it comes to search. The cost-per-click (CPC) for many keywords in other areas of the economy is, literally, nickels and dimes. Legal terms and/or keywords, on the other hand (and as you may already know), can cost several dollars per click for a decent appearance.
Regardless of the area of law you practice, you are competing with every other lawyer in your city. Everyone is chasing the same keywords and/or phrases and the same prospective client’s eyeballs.
You need a leg up. An advantage.
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