In this episode of the Pareto Legal Podcast, Bo Royal interviews Alex Valencia, CEO of WeDoWeb, a legal content and SEO veteran who’s been helping law firms grow since 2008. If you’re a personal injury or employment lawyer trying to rank higher, convert better, or stop wasting budget on fluff content, this one’s for you. Alex shares what’s working in today’s landscape, and what law firms need to stop doing ASAP.

Content Still Drives Results, But Only When It’s Strategic

Content is still the foundation of SEO, but too many law firms are doing it wrong.

Alex explains that most attorneys over-invest in blogs that don’t drive revenue. Instead, your focus should be on:

  • High-value practice area pages (car accidents, employment claims, etc.)
  • Location pages tied to the markets you serve
  • Strategic FAQs linked to those core service pages

Forget filler blog posts. Google wants structured, helpful content tied directly to what your ideal clients are searching for. Write for humans, format for search engines, and prioritize the pages that actually drive leads.

“If you’re ranking for ‘car accident lawyer Denver,’ that’s way more valuable than ranking for a general blog topic.”

Want to Stand Out? Own Your Backyard

When every law firm looks the same online, your offline presence becomes a competitive edge.

Alex makes a strong case for community involvement, sponsoring little league teams, attending church events, being visible at local gatherings. Combine that local presence with smart digital positioning, and you’ve got a winning formula.

Local firms can beat national players like Morgan & Morgan by leaning into their roots. Google wants to show relevant, local results. You just have to give it a reason to trust you.

Your Website Isn’t Just a Brochure. It’s a Conversion Machine.

Getting found is one thing. Getting hired is another.

Alex stressed that law firm websites need to lead people clearly and confidently to action. That means:

  • Easy-to-use design with strong calls to action
  • Consistent branding so prospects recognize and trust you
  • Fast load times and mobile-friendly layouts

If you’re driving traffic but not seeing cases, your site’s probably the issue, not your SEO.

Local SEO Isn’t Optional Anymore

Google Business Profile listings drive a surprising amount of lead volume, but many firms treat them like an afterthought.

Alex’s advice:

  • Keep your profile 100% complete and accurate
  • Add photos, respond to reviews, and update it regularly
  • Use a tracking number to measure calls from Maps

He also highlighted how local page content affects your map ranking. If your “car accident lawyer in Tampa” page ranks well organically, it can help boost your visibility in Google Maps too. Everything is connected.

Tracking and Attribution: Know What’s Actually Working

One of the biggest SEO mistakes law firms make? Not tying efforts to real business outcomes.

Alex recommends tracking:

  • Where your calls are coming from (use CallRail or CallTrackingMetrics)
  • Traffic to high-intent pages (not just blog visits)
  • How many leads turn into cases

It’s not about traffic for traffic’s sake. It’s about predictable case growth based on clear strategy and measurable results.

Social Media and Video: The SEO Boost You’re Probably Ignoring

Social media isn’t just for branding anymore, it can support your SEO when done right.

  • Link your profiles back to your site
  • Use video to humanize your firm and build trust
  • Repurpose videos into blog content, social clips, and newsletter material

Alex recommends using YouTube or Vimeo to host videos and linking them to your service pages. One long video can become dozens of pieces of content. Plus, Google rewards pages that keep visitors engaged longer, and video does exactly that.

What to Watch in 2025: AI, Algorithms, and Long-Term Strategy

The SEO landscape is shifting fast. In 2024 alone, Google rolled out several core updates that disrupted rankings across legal, e-commerce, and more. What’s next?

Here’s what Alex sees coming:

  • AI will keep growing, but human-written content still wins
  • Site architecture matters more than ever, invest in good structure
  • Quick fixes are out, steady long-term strategy is in

Bottom line: Law firms can’t rely on one channel (PPC, SEO, referrals). You need a diversified marketing mix and a site built for both Google and real people.

Final Takeaways

  • Content wins, but only when it’s tied to your core services and optimized for search
  • Local presence matters, online and offline
  • Track what works so you can scale it
  • Don’t ignore your website, it’s your top salesperson

At Pareto Legal, we help law firms apply these exact strategies to grow faster, rank higher, and get more cases with less waste.

Want to see what’s possible for your firm? Let’s talk.

Let me know if you want this in Google Doc format, or need it turned into a newsletter, social clip ideas, or a carousel post.