The SEO Garden vs. the SEM Billboard: How Law Firms Can Win at Digital Marketing with Peter Kalanda

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The Litigator’s Path

legion.law

17 episodes

6 days ago

Whether through your own practice or within a firm, building a successful litigation career takes more than legal skills. Yet law school doesn’t teach you how to grow your caseload, attract clients, or advance your career. We fill that gap with expert insights on scaling a practice, excelling in litigation, and navigating the business of law. Contact zihao@legion.law if you want to join us and share your story. This podcast is brought to you by Legion AI: Court-ready pleadings. Serve-ready discovery. Battle-ready motions. All in 30 minutes or less. Visit us at https://legion.law/

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The SEO Garden vs. the SEM Billboard: How Law Firms Can Win at Digital Marketing with Peter Kalanda

The Litigator’s Path

40 minutes 3 seconds

2 months ago

The SEO Garden vs. the SEM Billboard: How Law Firms Can Win at Digital Marketing with Peter Kalanda

This episode features Peter Kalanda, a 20-year digital marketing veteran and the co-founder of Three Horizons Interactive. Peter shares his unique journey from managing hotels and consulting at Ernst & Young to mastering the digital marketing landscape for law firms. He breaks down the complex world of SEO and SEM with a simple analogy: SEO is like planting a garden that grows over time, while SEM is like renting a billboard for immediate visibility. Peter provides a masterclass on the immense, often-overlooked power of local search, explaining how optimizing a Google Business Profile can be a game-changer for attracting clients. He reveals the most common technical mistakes that make websites invisible to Google, how to find high-impact keywords, and the three simple fixes any lawyer can make this week to improve their online presence. This is a practical, no-nonsense guide to building a powerful digital foundation without a massive budget.

Show Notes:

(0:27) Peter Kalanda’s journey from Slovakian immigrant to digital marketing expert.
(0:56) The unconventional path from hospitality management to mastering SEO.
(3:15) The validation: Taking a company’s sales from $100k to $3 million.
(5:30) How digital marketing has evolved over the last 20 years.
(8:50) Why law firms are the perfect clients: The untapped power of local search.
(12:27) Digital Marketing 101: SEO is a garden, SEM is a billboard.
(14:42) The critical error that can make your website completely invisible to Google.
(16:30) How to find the right keywords: High volume, low competition, and long-tail phrases.
(20:47) Defining Local SEO: How to target clients searching within a 20-mile radius.
(24:49) A content strategy that cuts through the noise: Answering questions with authenticity.
(30:23) The Top 3 SEO mistakes law firms make and how to fix them today.
(32:50) AI vs. SEO: Why fundamentals like structured data are more important than ever.
(34:36) How to realistically budget for digital marketing (Hint: You don’t need a giant war chest).
(36:58) The key metrics lawyers should track to know if their marketing is actually working.
(40:40) Case Study: How a simple contact form redesign increased qualified leads by 45%.
(42:59) The first 3 things every lawyer should do this week to improve their marketing.
(45:49) Hiring an Agency: How to spot red flags, understand pricing, and why you always need three quotes.
(51:18) Where to find and contact Peter Kalanda.

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Contact Peter: https://www.3h-i.com/

Want to join the show as a guest? Email us: zihao@legion.law

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Music: lofi type beat "flower market" by snoozy beats.