Services / SEO Consulting
Consulting · Search
SEO consulting for Personal Injury firms that’s focused on signed cases.
SEO strategy, architecture, content priorities, technical direction, and vendor oversight for personal injury law firms, measured in signed cases. You keep your team or your agency. I decide what they build, in what order, and whether it worked.
Not an audit. Not an agency. Not the Operator seat. The SEO leadership job, monthly.
Starts at
$3,500/mo
Model
Direction, oversight, measurement
Implementation
Your team, your vendor, or me
Minimum
3 months
Run by
Brian, not a team
Reporting
Monthly, queries to signed cases
Your SEO vendor might not be the problem. But nobody directing them is.
Most personal injury firms buy SEO as a deliverables package: so many posts, so many links, a monthly rank report. Nobody decides whether those are the right deliverables, because the only person in the room who could is the vendor selling them. So the firm gets forty blog posts about topics nobody calls a lawyer over, and the truck accident page that should carry the practice sits untouched for two years.
I ran search in-house for a decade at one of the most competitive PI brands in the country, reading the same agency pitches you get and approving the same invoices. This is that job, done for your firm: deciding what gets built, in what order, against which case types, and holding whoever builds it to that plan.
It is not an audit, which is a one-time report. It is not an agency; I don’t write forty posts a month. It is not the Operator seat, which leads every channel. It’s SEO leadership, monthly, for firms that want to keep their team or their vendor and finally give them direction.
What the work actually is.
Six decisions a deliverables package never makes.
01
Strategy and prioritization
Which case types, which markets, which pages, in what order. Chosen by case value and a realistic chance of winning the query, not by search volume.
02
Site architecture
Practice-area silos, office pages, and internal linking laid out so authority flows to the pages that sign cases. Thin pages cut, not multiplied.
03
Content prioritization
Briefs for the “do I have a case” and “who should I call” questions that produce calls, written from intake language. A kill list for the pages that don’t.
04
Technical direction
Crawl, indexing, speed, and structured data decisions written as tickets your developer can act on, then checked to confirm they were actually done.
05
Vendor and team oversight
Your agency’s plan reviewed before it ships, invoices read against the work, and a monthly scorecard. The deliverables package becomes a prioritized backlog with someone accountable for it.
06
Measurement that ends in a signed case
Queries to pages to calls to retainers, reported monthly. What the site produced, not where it ranked. Cost per signed case from organic, if intake data is shared.
And the things a deliverables package never includes.
What’s missing when the vendor is the only one with a plan.
- Anyone deciding whether forty posts a month is the right number
- Practice-area pages written from intake calls instead of a keyword tool
- Deleting pages (agencies don’t remove what they billed for)
- Internal links that follow case value instead of publish date
- A technical ticket somebody went back and verified
- Reading the agency contract before it auto-renews
- Checking where the “link building” links actually live
- Attribution that goes past “organic traffic was up”
- Content checked against your state bar’s attorney advertising rules before it publishes
- A plan that survives the account manager changing
How it runs.
A quarterly plan, weekly direction, monthly proof.
01
Baseline
Thirty days: the site, the content, the links, the vendor contract, Search Console, and whatever intake data exists.
02
Plan
Ninety-day priorities with the case-value reasoning behind each, agreed with the partners in writing.
03
Direct
Weekly direction to your vendor or team: briefs, tickets, and reviews before anything publishes.
04
Verify
Monthly: what shipped, what didn’t, and what was billed. The three are compared.
05
Measure
Monthly page: queries, calls, signed cases, and what changes next quarter because of it.
Where the human is: deciding. A tool can tell you what ranks. It can’t tell you which case types your firm should want more of, and that decision drives everything else on this page.
Pricing.
One monthly fee for direction, oversight, and measurement. Implementation is separate and it’s your choice: your team, your vendor, or me. Three-month minimum, then month to month.
Direction only
$3,500
per month
Strategy, oversight, and measurement. Your team or vendor builds.
Direction plus implementation
$8,000
per month, one market
Direction plus AI Search Optimization: I do the on-site work too.
Multi-market
Custom
scoped on a call
Statewide firms, or more than one vendor to direct.
Can be scoped into an Operator Retainer. Most consulting clients start with the Case Capture Audit; its fee is credited toward the first month if you start within 60 days.
Questions firms ask about this.
Is this the same as the Case Capture Audit?
No. The audit is a one-time report on where cases are leaking. This is the ongoing job of fixing the search half of that, month after month, with someone accountable for the plan. Most clients do the audit first.
Do we have to fire our SEO agency?
Not on day one, and often not at all. Most agencies are fine once somebody tells them what to build. The baseline month decides: keep with direction, renegotiate the scope, or replace. You’ll get that in writing.
Will you write the content?
I write the briefs and review every draft before it publishes. The writing is your team’s, your vendor’s, or mine under the implementation tier. Either way, nothing goes live that I haven’t read against the plan and your state bar’s advertising rules.
How is this different from the Operator Retainer?
The Operator seat leads every digital channel, with hands-on work set by a written scope. This is search only. If search is the channel that’s broken, start here. If it’s all of them, read about the Operator Retainer.
What do you need from us?
Search Console and analytics access, the vendor contract and last three invoices, a weekly thirty minutes with whoever owns marketing, and intake data if you have it. Firms without intake data still get the work; they just get cost per call instead of cost per signed case.
Why the three-month minimum?
The first month is baseline and plan. The second is the first full cycle of direction. The third is the first month you can judge it on. Shorter than that and you’re paying for a report, which is what the audit is for.
What did your SEO vendor build last month?
Twenty minutes. Bring the last invoice and the last report; I’ll tell you what the money bought and what I’d have built instead.