How Do I Build Links?

Links can be built internally, by linking two of your own pages together, or externally, by connecting links with content from other websites. Of the two, external link building is decidedly more complex but can result in better domain authority. To build internal links, all someone needs to do is include the URL of one page in either the site’s menu or within the content of a page. This allows users, as well as Google, to understand the relationship between different pages on a site. As for external link building, look for authoritative figures in related industries who would benefit from linking your content on their website, and inquire about building a connection of links.

How is SEO Different from Paid Ads?

SEO, or organic results, differs from paid ads, or Pay-Per-Click, in two main ways. First, the position of organic results differs from ad results on a search engine results page (SERP). Ad results always appear at the very top and very bottom of the SERP. On average, around 2-3 will populate in these spots depending on the search. Organic results appear in between the paid ads. The second biggest difference is the cost of visitor traffic. PPC ads have a pre-determined cost that the site owner must pay Google each time a user clicks on one of their ads. Organic traffic, on the other hand, has no direct costs associated with the number of visitors that click on their site.

Why Does a 404 or Technical Error Affect Rankings?

404’s and other technical errors are a common and unavoidable occurrence on the internet. Typically, having a few 404 errors will not impact a site’s rankings in any significant way. However, if a site has too many 404 errors, search engines may develop a negative impression of the site and stop indexing this site’s pages. This can result in two serious issues: loss of traffic volume and dead links. Visitor traffic is one important factor in SERP rankings, and a considerable decrease can drop a site’s rankings by a large amount. 404 pages also do not pass on backlink authority, so any quality links from a page that 404’s will no longer contribute to the site’s authority and hurt rankings as well.

Does Social Media Affect SEO Actual Rankings?

Social media can affect SEO actual rankings but not directly. Google has stated in 2014 that direct social signals, such as likes and shares through social media platforms, does not affect actual rankings on the search engine results page (SERP). What social media can do, however, is be an amplifier for other important SEO factors, such as backlinks, click-through rate (CTR) and content quality and authority. Producing high-quality, consistent content that receives attention through the various social media platforms allows for better online visibility for your brand, and subsequently, your website. This helps create more backlinks if your content is being shared, and more visits to your website directly from a social post.

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About the Book

The real-world playbook for modern legal marketing, now rebuilt for the age of AI. Written by a lawyer, and a team of legal marketing experts, built for law firms ready to scale.

The way clients find lawyers just changed again. They don’t only Google a firm anymore. This fully updated second edition meets that shift head-on.

Written by an attorney who scaled his own firm before founding a nationally recognized digital agency, it cuts through the outdated, cookie-cutter advice crowding the industry and delivers a clear, no-nonsense roadmap for growth across local, organic, and AI search alike. New in this edition are seven chapters on competing in AI search: how firms earn visibility in tools like ChatGPT, Gemini, and Google’s AI Overviews, and the signals that make AI recommend your firm.

Packed with real-world insights, proven frameworks, and battle-tested strategies, it’s not theory. It’s a playbook for ambitious lawyers who want to stop treading water and start building firms that last in a search landscape that never stops moving.

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What You’ll Learn

Key highlights of the book

How to dominate your local market across Google, the map pack, and AI search

How to get found and recommended in ChatGPT, Gemini, and Google's AI Overviews

Which tactics drive real case leads, and which are just noise

The proven growth framework used by successful firms, updated for the AI era

Smarter ways to track success and ROI as search keeps changing

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About The Author

Seth Price

An accomplished attorney and transformational thought leader, Seth Price is a founding partner and the business backbone of Price Benowitz Accident Injury Lawyers, LLP as well as the founder and CEO of BluShark Digital. Seth took a two person law firm and scaled it to 36 lawyers in less than a decade. Now Seth has taken the same digital power that built the firm to create a best in class digital agency focused on the legal sector in BluShark Digital.

Seth has been a frequent lecturer and moderator at some of the largest and most influential law conferences in the United States, speaking on the tools and strategies law firms can use to align their business development with changing consumer habits.

He has spoken on topics including but not limited to, how to build a firm, ethics, best practices for firm operations, search engine optimization (SEO), and digital marketing as a whole.

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About the Author

David Brenton

David Brenton is the President of BluShark Digital, a marketing firm that develops and implements cutting-edge digital marketing strategies to help businesses stand out online. David previously served as Chief Marketing Officer at Price Benowitz, LLP, a role that helped him realize the growing need to enhance law firms’ SEO and internet marketing strategies. Prior to starting BluShark, David also served as Client Intake Manager for Price Benowitz, which allowed him to gain a full understanding of the types of cases firms are seeking. After refining his SEO techniques David launched BluShark Digital along with Seth Price. As President, David brings his passion for Search Engine Optimization to attorneys and businesses across the country to help build their brand online. David works with each department and continuously tests new strategies to achieve a unique approach tailored to meet clients’ individual needs and goals.

David has spoken on Digital Marketing, SEO and PPC advertising at American University as a Guest Lecturer, and at the National Trial Lawyers Summit.

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