Issue 12     
Legal Search Marketing
December 2011/January 2012                        
Legal Marketing
Bardorf Legal Marketing
Local Internet Marketing for Attorneys & Law Firms
396 Washington Street, Suite 219
Wellesley, Massachusetts 02481
PH: 617 823 0303 |

Ian M. Bardorf Welcome to the latest issue of Legal Search Marketing, the newsletter for attorneys looking for effective and affordable ways to market their services on the Internet. 


Did you know that one out of every five searches on Google is related to a person's location? For example, someone looking for help with a will in a Boston suburb may type "Waltham Attorney Wills." This type of search is called "local search" because it includes a specific location and the searcher is looking for a business nearby.


Using local search to build your business is becoming even more important, as more and more consumers search online before making a purchase or choosing a service. This issue gives six key elements of a solid local search campaign. Read on to learn more about an effective and affordable strategy to enhance your firm's online visibility and overall Internet presence.


Wishing you a very happy, healthy 2012!


Ian M. Bardorf

Feature Article

Six Steps for Successful Local Marketing


Clients come from all walks of life, they go online at all hours of the day, they point, they click, they research and buy online. In fact, 97% of consumers research online before they make a purchase. This means prospects may be looking for your particular area of expertise right now. Yet you could be one of many attorneys who lose revenue each year by neglecting to maximize your firm's online visibility in your area.
Internet searches are becoming increasingly more localized and specific to geographic locations. Local search is on the rise as people become more sophisticated search engine users. Because most people seeking legal assistance start their search on Google by entering their location and the specialty they need, local search should be considered part of a firm's online marketing strategy.


Consider these statistics regarding local search:

  • 82% of local searchers follow up offline via an in-store visit, phone call or purchase (comScore)
  • 73% of online activity is related to local content (Google)
  • 66% of American use online local search, like Google local search, to locate local businesses (TMP/comScore/proprietary average)
  • 54% of Americans prefer the Internet and local search over phone books (comScore networks)

Clearly, having a well-defined local Internet marketing strategy can be crucial to certain businesses, particularly attorneys whose main source of business is their communities.


Here are the six elements of well-constructed local marketing campaign ... 


Read the complete article >> 



"Ian has done an excellent job with marketing our firm. We now have a professional website which is easily found in search engines. We would recommend him to anyone looking for a knowlegeable and reliable marketing specialist."

Attorney Marco Schiavo

About Bardorf Legal Marketing 
Bardorf Legal marketing is a full-service online marketing agency that helps attorneys and law firms succeed in a changing world. Our team of Internet marketing professionals is dedicated to implementing the best approach for your specific area of expertise and location.

Call 617.823.0303 or email
for a free consultation.

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Client Spotlight

Doherty, Ciechanowski, Dugan & Cannon, P.C.
Doherty, Ciechanowski, Dugan & Cannon recently launched their new site designed to serve as a resource for clients and to promote, participate, and engage with organizations and online communities relevant to their practice.

The site offers seven blogs by practice area, videos, newsletters, and a calendar of upcoming events and seminars.


Past Articles

Got A Question?

Q: I've noticed that Google's layout has changed. Are there fewer ads now?


A: You're right! On November 2, Google announced a major change to how sponsored listings would appear on their results pages. In some cases -- but not all - ads no longer appear on the top and side rail, but only on the top and bottom of the page. There has never been a layout change as significant as this one and the shift poses many new challenges for advertisers.



Got a question? Send it to Ian Bardorf at