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Search engine optimization (SEO) has existed almost as long as search engines themselves.

Early on, most SEO efforts were so-called “black hat” techniques, meant to trick search engine algorithms into ranking websites higher than they would rank organically through methods like keyword stuffing, trading in link exchanges, and producing large volumes of thin content.

There is a great deal of information out there meant to trick attorneys into paying for artificially complex means of inflating their search engine rankings. But, in “SEO Basics for Lawyers,” we outline the “white hat” SEO techniques that help attorneys to improve their search engine rankings while staying within the parameters of search engine webmaster guidelines.