Law firm search engine optimization involves using several optimization strategies (on-page and off-page) to help websites of new or existing law firms rank high on search engines, get more organic traffic, and create brand awareness. The first step is performing an SEO Audit. Just as companies audit their accounts to ensure transparency, an SEO audit will help uncover issues hindering your website’s search visibility ranking and identify SEO opportunities. After the audit, any professional SEO agency or individual will recommend the best approach you can take to succeed online. SEO involves keyword research. Keywords are search phrases potential clients enter into search engines to search for information, products, or services online. For instance, the keyword can be “Miami personal injury attorney.” If you target this keyword and adhere to SEO best practices, your website will appear on the search engine result page. In other words, your website will be among the ones that will appear on the search engine result page when potential clients enter the keyword “Miami personal injury attorney” in the search engines (Google, Bing, Yahoo, etc). SEO includes on-page and off-page strategies. On-page involves what you do on the website to influence search ranking positively. Off-page involves things you do outside your law firm website to help improve ranking, traffic, online reputation and lead generation. An example of off-page SEO is link building.