Lindsey Busfield, VP of Optimize My Firm, shares her journey from managing Amish chicken farms to becoming an SEO strategist for some of the nation’s most powerful law firm websites. With refreshing candor, she explains why most traditional SEO tactics fail modern attorneys and reveals the strategies that work in 2023.
For small and mid-sized firms competing against giants like Morgan & Morgan, Lindsey offers hope through strategic positioning. Rather than trying to outspend the competition, she advocates for community-based approaches that leverage your authentic connections and interests. “If you’re a motorcycle rider, get involved in that community, make yourself an advocate,” Lindsey advises, noting how these grassroots efforts can distinguish you from “settlement mills” with deeper pockets.
The conversation dives deep into practical content strategies, with Lindsey revealing why generic “What to do after a car accident” blog posts make her “skin crawl.” Instead, she outlines a sophisticated content hierarchy approach that helps attorneys dominate search results through parent pages and geographically relevant subcategories. You’ll learn why Google’s recent verification crackdowns are suspending many law firm listings and exactly what to do if it happens to you.
Perhaps most valuable is Lindsey’s insight on client acquisition: “If they haven’t said yes or no yet, they haven’t given you an answer. So it is still a maybe, and there is money in the maybes.” She shares examples of firms closing 5-10 cases weekly through persistent follow-up and smart referral strategies.
Reach Lindsey here:
Podcast Link: https://optimizemyfirm.com/podcasts/
Website: www.optimizemyfirm.com
LinkedIn: https://www.linkedin.com/in/lindsey-busfield/
Listen on the Apple Podcasts: https://podcasts.apple.com/us/podcast/s02e77-winning-seo-in-a-saturated-market-with/id1752924311?i=1000714181516
Listen on Spotify: https://open.spotify.com/episode/1Q41OedEjBeNz31diiutzL?si=VgbctVjQR66t0AfUA2IPeA
Watch the Episode Video on YouTube: https://youtu.be/DEaVy_KgW8w?si=Jth8UMtoIUcDtrYE
Listen on the Law Marketing Zone website: https://lawmarketingzone.com/s02e77-winning-seo-in-a-saturated-market-with-lindsey-busfield/