Here is the question: how many other law firms are you promoting in my market?
This assumes that you have already established that the company has the experience to do the job.
One thing that perturbs me about this industry is law firms hiring a company for their search engine optimization that is already promoting many firms for the same market. SEO is war. How can an SEO firm fight like hell to get your website to the top of Google along with dozens of other firms? The math just doesn’t work out.
It’s not just that the SEO company is competing against itself…it’ s competing against companies like mine. We don’t have competing interests, and we don’t lose. If your firm is promoted by a company like FindLaw, which is probably promoting a dozen or more other firms for the same market, you don’t want to compete against a firm being promoted by us. It is highly unlikely you will come out a winner in that situation.
To reiterate: You only want to compete against firms that are represented by other SEO companies. Not your own.