Chapter 13 | The AMG SEO Success Framework

The Scalable System That Drives Real Growth for PI Firms

After working with hundreds of law firms and breaking down thousands of SEO campaigns, one thing is clear:

The firms that win online are not the ones throwing money at the wall.
They're the ones who treat SEO like a business system.

They build authority instead of chasing rankings. They make data-driven decisions instead of reacting. The firms that are thriving in this space don't hand off SEO and hope for the best; they stay engaged at the top level and treat SEO like a growth lever that drives signed cases.

Our approach at AMG allows us to help law firms compete, win, and scale sustainably.

Here's the blueprint.

The 6 Pillars of Full-Stack SEO for Law Firms

We call it "full-stack" SEO because every piece supports how the system functions overall. If you are missing a vital piece, the whole system crumbles.

1. Technical SEO

Technical SEO is your foundation. If it's not solid, nothing else will matter. Things to look at when reviewing your technical SEO setup:

• Site speed
• Mobile responsiveness
• Clean internal links
• Schema markup
• Crawl health
• ADA compliance
• Indexing

System: Run quarterly audits that test speed, fix broken links, and keep schema and indexing up to date.

2. Content

Content is how your firm builds trust before anyone ever calls.

• FAQ-focused topics
• Practice area hubs and clusters
• Long-form guides
• Attorney bios with schema
• City and suburb pages
• Videos with transcripts

System: Create a monthly calendar that makes space for refreshing older content, identifying content gaps and developing new and purposeful content.

3. Local SEO

Local SEO is how you show up on the map and beat national players locally. Here are the things impacting your local SEO:

• Google Business Profile optimization
• Local schema
• Review generation
• Office location strategy
• Branded search growth

System: Post weekly updates, upload new photos, track reviews by location and monitor your ranking grid.

4. Link-Building

Link-building is how you earn trust and improve visibility. When developing your link-building strategy, consider:

• Guest content
• Podcast appearances
• Sponsorship backlinks
• Legal press mentions
• Testimonial swaps
• Link cleanup and recovery

System: Set monthly outreach goals, run quarterly backlink audits, and focus on the quality of earned backlinks, not the volume.

5. Reputation

Your digital reputation deserves your attention. Your reviews speak to potential clients before you even have the chance. Any blemishes may send that person somewhere else. To improve your online reputation, here are some key things to focus on:

• Aiming for a 4.9-star average or better
• Earning reviews steadily over time
• Encouraging clients to mention city names or case types when it feels natural
• Responding quickly and respectfully to every review
• Creating a straightforward process for handling unhappy clients

System: Train your team to ask for feedback when gratitude is highest. Log all reviews, respond with care, and build your reputation like a core asset—not an afterthought.

6. User Experience (UX)

UX is where you turn clicks into trust and visitors into leads. If someone lands on your site but can't figure out where to go or how to engage with you, they will leave. When someone quickly leaves your website, Google tracks their activity as a "bounce". Bounce rates and conversion rates both affect your overall rankings.

Focus on:

• Designing for mobile users first
• Creating simple, intuitive navigation
• Improving site speed and load time
• Adding click-to-call features for mobile
• Showcasing real client stories with video and testimonials

System: Review your site's UX every quarter. Watch how users scroll, where they click, and how your forms perform. Make updates to your website based on tracked behavior.

The AMG SEO Engine

Think of SEO like a car engine. Within that engine, every gear has a job, and each depends on the other to keep functioning. If one piece of the whole fails, the entire machine slows down or grinds to a halt. SEO works the same way. It's not about isolated tactics. It's about how each layer works together to create momentum.

Here's what powers the whole system:

• Technical setup and infrastructure
• Content that informs, builds trust, and reflects what people are searching for
• Strategic internal linking and topic alignment
• External trust signals:
  • Reviews
  • Backlinks
  • Brand searches
• The User Experience (UX)

Just like an engine, your SEO strategy requires upkeep, maintenance and a consistent deposit of fuel (content and relationship building). 

Your 12-Month SEO Growth Roadmap

Quarter 1: Build the Base

• Run a technical audit
• Prune outdated content
• Map content gaps and site structure
• Benchmark review and backlink profiles

Quarter 2: Create Authority

• Publish weekly long-form content
• Launch backlink outreach
• Refresh top-performing pages
• Refine review and PR strategy

Quarter 3: Expand Local Reach

• Build out suburb and city pages
• Ensure you are providing consistent citations
• Add schema and implement a linking strategy
• Improve form design and call-to-action (CTA) language

Quarter 4: Optimize and Repeat

• Double down on high-performing pages
• Redirect low performers
• Analyze yearly gains
• Reset the roadmap for next year

Assign Roles, Share Ownership

Winning SEO is a team sport. Get your people involved:

• The Managing Partner will set goals and review quarterly progress
• Intake Team helps log FAQs and client language
• Marketing Managers oversee content development, vendors, and metrics
• Web Developer handles technical improvements as needed
• Attorneys review content for legal accuracy
• Admin staff support reviews, local SEO, and profile upkeep

SEO is not a marketing checklist; it's a revenue engine that deserves support across your entire team.

Chapter 13 Checklist: Building Your Full-Stack SEO System

• Execute a technical SEO audit quarterly
• Content mapped to search intent and legal value
• GBP profiles are updated weekly
• Track your review system across the entire team
• Link-building strategy is connecting your brand to credible sources
• Test UX improvements every quarter
• Monitor branded search
• Track CTR on branded keywords
• Assign SEO roles internally
• KPIs tied directly to signed case growth
• 12-month roadmap in place

From Rankings to Revenue

We created this framework because we've seen too many law firms waste money on scattered tactics, shallow reports, and quick fixes that don't last.

You deserve a system that connects every piece of your SEO to business outcomes. Your SEO should be delivering results that are not only measurable, predictable, and scalable but also impactful.

If that's what you want, we can build it.