Chapter 2 | Your Core SEO Strategy: Build a System, Not Just a Site

Why Most PI Law Firms Fail at SEO
(And How to Build a System That Doesn’t)

Most personal injury law firms don’t fail at SEO because they didn’t try—they fail because they didn’t build a system.

You may have published a few blogs and gotten a backlink or two, or maybe you even hired a “legal SEO agency” and hoped they’d quietly fix everything in the background.

But SEO requires collaboration and strategy.

If you want to scale signed cases consistently, month after month, you don’t need more activity. You need a predictable SEO engine that gets stronger over time.

Why Random Tactics Don’t Scale

Too many firms treat SEO like a checklist:

• Blog post
• Title tag tweak
• Directory submission

And then they wonder why the results flatline.

SEO isn’t a one-time task. It’s a dynamic, compounding system with moving parts: content, reputation, infrastructure, and analytics all working together.

If you’re not measuring and optimizing constantly, you’re standing still. And in SEO, standing still means falling behind.

Every Firm Needs a System

For scalable, defensible growth, you need a repeatable framework. One that:

• Identifies your growth levers
• Executes with precision
• Measures what matters
• Improves over time

That’s exactly what we build at AMG.

The AMG SEO Growth Engine

Our growth engine model isn’t just about “doing SEO.” It is a strategy-driven infrastructure that helps PI firms win market share and hold it.

Strategy: Start With the Map, Not the Compass

We don’t guess. We analyze.

• What’s your geographic footprint?
• How do you rank for high-intent searches?
• What are your competitors getting right (or wrong)?
• Where’s the opportunity to win?

The goal is to understand the battlefield before you make your first move.

Execution: Build a Foundation That Scales

Here’s where most agencies stop. We’re just getting started.

Technical Infrastructure

• Schema, site speed, mobile UX, crawl health
• Structured data for legal + local search visibility
• Clean architecture that Google and users both trust

Content That Converts

• Keyword research aligned with client intent
• Practice area pages that do more than just rank—they answer real questions
• Local content that earns map pack results

Link Authority

• Genuine partnerships, not spammy link schemes
• Backlinks from legal publications, directories, and local organizations
• Continuous link health monitoring

Google Business Profile Optimization

• Keyword-rich, accurate GBP data
• Weekly photo, post, and engagement updates
• Review acquisition and response systems
• Consistent NAP across every platform

Review Systems

• Automated review asks that don’t annoy clients
• Internal scripts for your team that work
• Campaigns that turn reviews into trust signals and conversions

Optimization: Where Real Growth Happens

Most SEO shops execute once and call it a day.

We treat optimization like your growth engine:

• A/B test your title tags, headers, and CTAs
• Improve CTRs with data, not guesses
• Update content based on real user behavior
• Tighten internal links, forms, schema, and review flow

SEO isn’t a campaign. It’s a system, and systems exist to improve.

How to Choose the Right SEO Partner

Not all SEO vendors are partners, and if they focus more on impressions than leads, you’ve got the wrong one.

Here's what you should be asking your SEO partner:

• Do you specialize in PI or legal SEO?
• Can you show case studies with signed-case growth?
• Do you offer clarity, reporting, and actual strategy?
• Will your work still matter a year from now?

If the answer to any of these is fuzzy, it’s a red flag.

SEO Only Works When Your Team’s Onboard

Great SEO doesn’t just happen at the agency level. Your internal team plays a pivotal role:

• Intake staff hear real client questions—those drive content strategy
• Attorneys bring E-E-A-T credibility to the table (and content)
• Admins support GBP accuracy and review volume
• Leadership owns the vision and holds everyone accountable

If your team doesn’t see SEO as core to your business, not just “marketing,” you’re leaving money on the table.

What To Do During a Downturn

When the economy dips, some firms panic and cut SEO.

That’s a mistake.

SEO is a compound-growth channel. When you pause, your competitors will pass you by. Recessions are where market share shifts. Be the one still running when others pull back.

During slowdowns:

• Refresh existing content (it’s cheaper than creating new)
• Repurpose videos and transcripts
• Cut wasted ad spend, but keep your SEO engine running
• Push harder on reviews to defend your map presence
• Target weakened competitors and outrank them

Treat SEO Like the Business Asset It Is

If you treat SEO like a line item, it’ll perform like one.

If you treat it like a business asset—systematized, measured, and optimized—it will outperform your expectations.

• Strategy beats tactics.
• Systems beat checklists.
• Consistency beats everyone.

That’s how we scale law firms. If you’re ready to build a system, not just check boxes, let’s talk.