BluShark Digital

Law firms searching for a way to be found by people who need a lawyer are the main clients of this search marketing company, registered as BluShark Digital LLC. It also works with businesses in other fields and writes each client's plan around how that client's business actually operates.

Why the firm builds around Google's changing rules

The company points out that Google's algorithm changes constantly, so a tactic that pays off one day can fail the next. Its answer is to follow what Google has always wanted, which is to give the searcher the best available answer to a question, and to help a firm supply that answer. A law firm that does so, it says, builds a presence that holds up better than one chasing tricks.

Four fundamentals

Its strategy rests on four pillars: technical optimization, sophisticated content, authoritative link building and local optimization. When all four are in place, it argues, a site gains trust and authority in Google's eyes, climbs the results page and produces better leads.

Technical soundness

A site has to load quickly and work on computers, phones and tablets alike. The company notes that over half of Google searches now come from mobile users, so a lawyer with only a desktop site is missing more than half of the potential audience. Every site it builds uses responsive design, and it keeps dedicated website development specialists on staff.

Content and links

Written material has to show authority, since Google can tell high-quality content from low-quality. The company produces content aimed at the questions searchers ask. It also earns links from authoritative sites, a signal that raises a site's standing.

Local presence

Building a strong local presence rounds out the four, through grassroots local branding and local search work.

Beyond lawyers

Although its marketing is aimed at legal professionals, the firm says the same methods apply to medical, home improvement and other industries. It also offers paid search campaigns and builds websites meant to show a firm's focus, personality and brand. It describes its approach as a collaboration with each client, so that the lawyers can concentrate on their own clients while the optimization work goes on in the background.