Explaining Search Engine Optimization Strategy: On-Page, Off-Page, and Technical SEO

Learn how search engines work and why both on-page and off-page SEO work is necessary to appear in search results and maps. This part of digital marketing gets confusing and people may not know what they are paying for and how to determine what works. Scott and I will break it down and hope you learn enough to better understand and manage your digital marketing. 

1. What Google uses to rank websites and display them in search results. 
2. Everyone says they do SEO but what does that actually mean? 
3. Examples of On-Page SEO (content, individual web pages) 
4. Examples of Off-Page SEO (backlinks, listings, off-website efforts)
5. Auditing websites for SEO health, broken links, and indexing issues. 
6. Avoiding gimmicks and tricks showing traffic from misleading sources. 
7. The range of work and typical fees; how much do we need? 

Learn How SEO Works in Law Firm and Small Business Marketing 

For nearly 20 years law firms and small businesses have been paying for SEO without really understanding what they were getting and how it all works. If you don’t understand what the expectations are, how do you determine if you’re getting value for your budget? 

In advertising and branding basics, it is understood that it takes time and repetition for people to know who you are, and that applies to people as well as search engine robots. Likewise, people talk to one another and ask what the other is doing for marketing and are they paying for SEO. They all agree it’s great and they’ve been told they need it. Then the one asks the other, does it work? They both shake their heads. 

How Do You Know If SEO Strategy is Working? How Much Work Do You Really Need? What Do People Pay for SEO?

To know you are getting results, you have to know what you should expect. If you don’t understand what a vendor is telling you, get help understanding. Many are surprised they do not have to spend as much time and money as others may think to make a meaningful impact in your marketing. 

Meanwhile, as everyone is focused on technical SEO and website performance ranking, the best SEO delivers real content of value to the humans who do business with you, so let that always be a primary focus and when you treat your digital marketing like a regular event you’d attend and network, the people know you over time and trust to do business with you or give your name and website link when others ask for referrals. 

In 2025, Let’s Focus On Relationship Building In Addition to Digital Marketing – Social Proof 

With so much in the news about AI and social media controversy, it seems like it can be easy to get lost in the shuffle. Your marketing team creates content to share but you know you’re up against others who have a ton of followers and massive paid campaigns. While there are so many great things about digital marketing and social media, we need to remember that it only matters if people know us and can vouch for our credibility – it’s called social proof. 

We don’t need to be the main speaker at an event or be the greatest sponsor or volunteer to maintain relationships enough to be top of mind when someone needs what we can do. Even if you’re a solo family lawyer at bar events with a sea of competitors, you are still going to get referrals when others are conflicted out on different matters or for whatever reason they give your name. 

Write About Things That Happen in Your Practice

What’s exciting to people is the real practice of law behind the scenes and while most of that is not what you can share, some of it is. Telling stories in elevators to colleagues about this or that, those little stories can easily become titles for blog articles, podcasts, or maybe just an Instagram story. At the end of the day, we are all human and your authenticity shines through when you tell people stories about your life and work. 

So next time you have that thought, “I really wish people knew…” remember to jot it down and send it to your task list or whoever writes your content on your marketing team, because they also love a good story idea. It’s those little stories and the care you show for the world at large that make you appear authentic. People assume you have the knowledge base mastered for your practice, and you don’t have to convince them of that. People need to see you as someone they can know, like, and trust. 

Need Content Marketing? Use Lone Star Content Marketing! 

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