SEO's importance critical

It's really a shame that there were so many hucksters in the early days of the Internet selling SEO without really knowing what they were doing.

It's really a shame that there were so many hucksters in the early days of the Internet selling SEO without really knowing what they were doing. As a result, one of the most powerful public reputation tools that should be in your arsenal today is often overlooked because of negative experiences with folks who should have known better.

Even if you still believe that general counsel doesn't buy sophisticated legal services over the Internet, which we can debate for hours, you should agree that almost everyone goes to the Internet to get more information after a referral or to validate what they may have heard about a lawyer or a firm.

So why would anyone refuse to consider SEO as a valuable resource for getting themselves, or their firm, on page one of a search engine listing? Firms need to explore new and exciting ways to reach their target audiences. An online presence offers a fresh, bold marketing approach. Without it, welcome to the Stone Age -- you might as well post your information on a cave wall. I'd be interested to know what your experience has been.

Jay Jaffe is president/CEO of Jaffe PR

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