Law firm SEO, where every click costs a hundred dollars.

Ads work, and we run them, but they stop the moment spend stops, and in legal each click costs $80 to $120. Organic rankings, map pack visibility, and AI answers keep sending prospects without a per-click bill, and they compound instead of resetting each month. One signed case typically covers a year of the work. The strongest firms run both: ads for immediate volume, SEO for the durable position.

Months, not weeks. Map pack movement from review velocity and entity cleanup can show inside the first quarter. Competitive terms like personal injury take longer, because the firms holding those positions have been investing for years. Anyone quoting an exact date is guessing. What you should expect is measurable movement, reported plainly, every month.

A growing share of prospects now ask ChatGPT or Google AI who they should hire instead of scrolling results. Those answers are assembled from your reviews, your consistency across the web, and whether your pages answer questions directly enough to be cited. We structure attorney-authored content so AI systems can quote it, which is the same structure Google rewards. Firms optimizing only for the ten blue links are optimizing for a shrinking surface.