Search engine optimization (SEO), the practice of increasing the visibility of your website on search engines such as Google, is an important channel for law firms looking to increase their lead volume. The goal is to increase organic traffic to your website by generating high-value, search engine optimized content such as blogs on a consistent basis. Given the rising cost per click on paid advertising channels, SEO is more important now than ever, and represents a lower-cost alternative to other demand generation efforts.