SEO refers to search engine optimization, and in short, it's all about getting your site to show up as high as possible in the SERPs. When your prospective clients are in the market for professional legal guidance, they turn to Google approximately 90 percent of the time, which makes ranking on Google the name of the SEO game. Once your firm begins ranking at or towards the top of the page, no one will need to tell you what SEO can do for your firm.