What Smart PI Firms Do That You Probably Don’t with Law Firm SEO Expert Steve King

Lawyer Mastermind Podcast

In this episode of the Lawyer Mastermind Podcast, Casey Meraz sits down with law firm SEO expert Steve King to unpack why personal injury SEO is so competitive—and how to win in 2025. From ranking myths to intake systems and multi-channel strategies, this episode is packed with real-world advice to help law firms grow smarter and sign more cases.

Steve King, Director of Existing Growth at Juris Digital, brings years of experience in legal SEO and content marketing. With a background in copywriting and digital strategy, he specializes in helping law firms increase visibility, generate leads, and sign more cases. His expertise in sustainable marketing strategies ensures that firms can adapt to ever-changing search trends.
Links:
https://www.linkedin.com/in/stephenking1982/

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⏱ Chapters

00:00 – Intro: The Fierce Competition in PI SEO
Why personal injury is the most competitive SEO space in legal.

01:37 – Ranking Gains That Drive Real Results
How minor ranking jumps (like #5 to #3) impact lead volume.

04:08 – The Ranking Myth & Local SEO Challenges
Why focusing only on rankings can lead firms astray.

06:59 – What Metrics Matter More Than Rankings
Why tracking leads and ROI beats obsessing over keywords.

08:16 – Is Your SEO Agency Actually Performing?
How to evaluate your agency based on real case outcomes.

10:04 – Attribution & ROI Tracking in 2025
How firms can track calls, chats, and case value to calculate ROI.

13:38 – Speed to Lead: Your Silent Case Killer
Why fast response and smart intake processes close more leads.

17:34 – Broken Intake = Broken ROI
Red flags that show intake, not marketing, may be the problem.

19:06 – Casting Too Wide a Net Hurts Your Team
Why niching down can reduce intake friction and improve results.

22:21 – Legal Automation & Intake Tech Trends
Could AI intake agents be the future of personal injury marketing?

24:27 – Avoiding the “One-Basket” SEO Strategy
Why multi-channel marketing is critical for growth.

27:07 – Smart Diversification: Where to Invest
How to test new marketing channels without wasting budget.

28:41 – Local SEO & Reviews Still Matter
Tips for building trust through reviews and community impact.

30:38 – Final Thoughts: You Can Still Compete
Why smaller firms can win—and how to start now.