As nice as it would be to have the number one Google ranking for "lawyer," that's an unrealistic goal.  What is realistic, however, is being the number one Google result for, say, "Springfield, MA employment lawyer."

Law firms should aim for the long-tail keywords, the ones that mean the prospective client is ready to make the call.  Google frowns upon keyword stuffing, but with well-written web pages and regular site updates, your law firm can rank on Google's first page of results when prospective clients are looking for an attorney with your specialty.

First, select a long-tail keyword phrase that resonates with prospective clients.  Who are they looking for? An employment lawyer in Springfield, Massachusetts, or an estate planning lawyer in the Pioneer Valley?  If you use Google Analytics or a similar tracking program on your current website, you can find out what keyword phrases your prospects use.  If you don't, you can conduct some SEO research using Google Adwords to find out what the most-searched keyword phrases are.

Once you've got your keyword phrase selected, make sure you're using it on your firm's website, on every page.  "We are a firm of Springfield, MA employment lawyers..." and "John Smith is a Springfield, MA employment lawyer..."  While you don't want to stuff your pages with the keyword phrase, you do want it to show up on your pages, particularly in the first few sentences of the site.

The regular updates are what may stymie most lawyers, particularly small firms and solo practitioners.  Consider a blog, for example, and post the latest court rulings that would apply to your prospective clients.  Keep an updated "newsroom" page, where you post press releases and articles about your firm.  Keep your "About" page up to date with updated biographies that include continuing education classes taught and articles written.  Post links to the articles, or the whole text of the articles themselves.

It's simple, basic SEO that any firm can do that will increase page rankings and increase incoming traffic.

Depending on your jurisdiction, you may be limited in the kind of advertising you can do to promote your law practice.  But whether you're a solo practitioner or small firm, you can still market your law practice, attract clients, and get results, all within your state's rules.

1. Press Releases.  Get the local media to cover your appointment to the Board of Directors of a local charity or the new attorney that just joined your firm.  Don't just limit your press releases to the lawyers in your firm; if you have a paralegal who won an award, just got elected to the board of the local (or national) paralegal association, or spearheaded the firm's effort to raise money for cancer research, send a release to your local news media with the details.  Having your name in the paper helps to reinforce your firm's commitment to the community.
2. Brochures.  If clients are sitting in your reception area, give them something to read, especially if it's an initial consultation. Estate planners and attorneys specializing in small businesses can especially benefit from a brochure explaining the difference between a health care proxy and a durable power of attorney, or the difference between an LLC and an S-corporation.  You can also mail brochures to prospective clients with client questionnaires or hand out brochures if you're giving a talk in a community setting, such as a meeting of entrepreneurs.
3. Blogs and E-newsletters.  In Massachusetts, the governor just signed into law an act to allow testators (those writing wills) to create actual trusts for their pets upon the testator's death.  Isn't this the kind of thing your estate planning practice should mention on its website or send out to its existing clients? By blogging about relevant topics, you keep your clients and potential clients apprised of changes in the law that can affect them, appear knowledgeable, and attract new clients who would be interested in, say, setting up a trust so that Fluffy will be kept in tuna and mackerel if something should happen.
4. Websites.  I can't believe I have to mention this, but I know so many solo practitioners who do not have websites that I must.  If you do not have a website, contact a reputable designer now.  You may have a Yellow Pages ad, but in this electronic world, it's not enough.  Potential clients research everything, including attorneys, by searching the internet.  While word-of-mouth may be getting you referrals, imagine what a well-written, well-designed website could do for your practice, particularly if you're an elder law attorney who may have out-of-state clients trying to protect the interests of their ailing parents.  You may balk at the cost of the website, but you can't afford not to have an electronic calling card that details your services, experience, and maybe even client testimonials.
   

The American Bar Association's Professionalism & Ethics in Lawyer Advertising page contains links to case law, reports, and proposed rule changes.  Always check with your state's rules concerning advertising before embarking on a marketing endeavor.