I read this quote today from Search Engine Watch: 

"Most search marketers are used to looking at things from a single perspective: that of a search marketer. Some of the more savvy marketers know enough to look at things from the perspective of end users as well, since those are the people they are ultimately trying to influence. The savviest of search marketers know that it's also important to step back from time to time and try to think like a search engine engineer."

 It is so true.  I am constantly amazed by the lawyers I speak with who want to show up for searches that consumers would never even consider typing in.  If you are a lawyer, you have to remember that your training and experience put you in a whole different place than your clients.  They don't think like you do - and they don't search like you do. 

 Consumers are hungry for information - so give them information.  Provide them with relevant and useful information about their injury or condition.  Provide them with resources.  Become the resource so other websites provide your site as a resource.  Then consumers will find your site and, when they are ready to hire a lawyer, they will contact you.

 It's simple, just stop thinking like a lawyer.

Dan Goldstein
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