Buying reports, not results
Rankings for phrases nobody searches look impressive in a report and never produce a phone call.
SEO FOR LAWYERS
Law Firm SEO, Explained by Someone Who Has Seen It All
Most firms pay for SEO without knowing what they're buying. Eric Bersano has been inside legal SEO since 2006, and he helps attorneys separate real search visibility from monthly reports full of noise.
What SEO really means for a law firm
Search engine optimization is how your firm earns a place in Google's free results: the local Map Pack and the organic listings below it. It is not a product you buy once. It's the sum of your website, your Google Business Profile, your reviews, your reputation across the web and the decisions your vendors make every month.
I started my career at FindLaw, the largest legal marketing provider in the country, and I've watched every SEO trend come and go since. My role is to help you understand what actually moves the needle in your market, judge whether your current SEO is working, and connect you with the right specialists if it isn't.
WHERE FIRMS GO WRONG
Why most law firm SEO underdelivers
Ignoring the Map Pack
For most local practices, the three map results get the calls. Many firms invest everywhere except there.
Sharing a vendor with competitors
Some agencies work with several firms in the same city and the same practice area. Ask before you sign.
No one connects SEO to cases
If no one tracks calls and forms back to organic search, no one can tell you whether SEO is paying for itself.
WHAT ERIC EVALUATES
The questions I help you answer
Where do you really stand?
How your firm compares with the competitors who are getting the calls in your market.
Is your Google Business Profile working?
Categories, reviews, photos and the details that decide who appears in the Map Pack.
Does your website earn the ranking?
Practice area and location pages, site speed and mobile experience, judged against what's ranking today.
Is your reputation consistent?
Listings, directories and reviews that tell Google, and prospective clients, the same story.
Is your vendor delivering?
An objective read on what your SEO provider is doing, what it costs and what it's producing.
What should come next?
Clear priorities for your market and budget, so your next dollar goes where it matters.
HOW ERIC HELPS
Expertise first, then the right team
A direct conversation
We talk through your practice areas, your market and what you're spending today.
An honest assessment
I review your search presence and your vendor's work, then tell you plainly what's working and what isn't.
The right specialists
If you need new help, I can introduce you to vetted SEO specialists who fit your firm and your market.
FAQ
Law firm SEO questions
Does Eric do SEO work himself?
No. Eric is a consultant, not an agency. He helps you understand SEO, evaluate the work you're paying for and make better decisions. When a firm needs a provider, he can introduce vetted specialists from his network.
How long does SEO take for a law firm?
Expect months, not weeks. Competitive markets and practice areas take longer. Anyone promising fast, guaranteed rankings deserves a hard second look.
What is the Google Map Pack and why does it matter?
It's the block of three local businesses shown with a map for searches like "car accident lawyer near me." For local practices it often drives more calls than the organic listings below it.
Is SEO better than Google Ads?
They do different jobs. Ads can produce calls quickly but stop the moment you stop paying. SEO builds slowly and keeps working. Most growing firms need a plan for both.
Can anyone guarantee a number one ranking?
No. Google doesn't sell organic rankings, and no honest provider can guarantee them. A guarantee is a reason to walk away.
How do I know if my SEO vendor is doing a good job?
Ask for calls and signed cases from organic search, not just rankings and traffic. If they can't connect their work to new clients, that's the conversation to have.
WORK WITH ERIC
Talk with Eric about your search strategy
Tell Eric about your firm and your current SEO, or invite him to present to your bar association.