Let me be hon­est here: I know very lit­tle about SEO. I have vague ideas of links and head­ers, but I know that there are a lot of ins, a lot of outs, a lot of what-have-yous. (10 points to who gets the movie ref­er­ence) One thing that both­ers me about the SEO craze, how­ever, is that most peo­ple aren’t look­ing to gen­er­ate their rev­enue from the web.

If you have a web-based busi­ness or you’re specif­i­cally look­ing to get cus­tomers via the web, by all means, opti­mize to your heart’s con­tent. I would assume that most peo­ple, includ­ing law firms, are not look­ing at web surfers for the bulk of their busi­ness. If you’re in this cat­e­gory, why spend time, effort and pos­si­bly money on SEOiz­ing your site? (I know that’s con­ju­gated incor­rectly. I don’t care.) Every firm should have a web­site, but the web­site is some­thing you point poten­tial cus­tomers to rather than the site point­ing poten­tial cus­tomers to you.