Search engine optimization, otherwise known as SEO, is the art by which people who study the Google algorithms try and trick your website to Page 1. The fallacy of SEO is that you could ever trick Google for very long. That is why SEO is a perpetual and endless spend of money trying to stay one step ahead of the algorithm which simply wants the best possible content returned on Page 1 of search results.
Lawyers who are serious about working the internet need to get serious about content. A lot of lawyers call me from all over the world wondering how we have managed to generate hundreds of new users to our website everyday. I tell them the same thing I'll tell you. The internet is won with quality content. Whatever Google does to the algorithm, the 300+ changes which come to it each year are all designed to deliver A+ content at the very top of the search results. If you focus on delivering A+ content, you will have earned your rightful and perpetual spot on top of the search results.