283. 83M Impressions: Lawyer's Guide to Mastering Content Marketing

Personal Injury Mastermind

Matt Dolman, Managing Partner of Dolman Law Group, shares how his website hit 83 million impressions and 670,000 clicks in 12 months.

"All of a sudden Google rewarded us and for three straight years we ranked number one in the country for car accident lawyer. ." - Matt Dolman

In today’s episode of Personal Injury Mastermind, we explore the content marketing strategies that rank legal websites in the top 1% with Managing Partner of Dolman Law Group, Matt Dolman. We discuss:

• How to amplify content so it can be found
• Long-tail keywords, the new frontier in legal SEO
• Quality content production at scale
• Content freshness: When to update mass tort pages and practice areas
• Leverage AI for optimization, not creation, to maintain EEAT
• Strategic social media promotion impacts search rankings
• Collaboration with other lawyers can boost visibility
• Regular content pruning and 301 redirects preserve SEO value

Guest Details

Matt Dolman is the Managing Partner at Dolman Law Group. A trailblazer in legal content marketing, his efforts have helped his websites achieve 83 million impressions and 670,000 clicks in 12 months, and 10 million impressions on a new mass tort site in under a year.

• Matt Dolman: LinkedIn
• Dolman Law Group: Website, Instagram, YouTube
• Lawsuit Legal News: Website

Chris Dreyer and Rankings Details

Chris Dreyer is the CEO and founder of Rankings.io, the elite legal digital marketing agency.

• Rankings: Website, Instagram, Twitter
• Chris Dreyer: Website, Instagram
• Newsletters: The Dreyer Sheet
• Books: Personal Injury Lawyer Marketing: From Good to GOAT; Niching Up: The Narrower the Market, the Bigger the Prize
• Work with Rankings: Connect

Resources Mentioned

• Google Search Console
• Google Analytics
• Surfer SEO
• Frase.io
• Ahrefs
• SEMrush

Time Stamps

(00:00) Introduction

(01:33) From Obituaries to SEO: The Unconventional Journey of a Personal Injury Lawyer

(03:08) The Evolution of SEO

(04:48) Content is King

(05:37) Quality vs. Quantity: The Delicate Balance in Content Production

(07:21) Dominating National Rankings

(08:20) Content Refreshing for Better Rankings

(10:28) AI and SEO in Search Results

(12:29) Optimizing Content with AI Assistance

(14:36) Sharing Can Boost Your Rankings

(17:30) Reasons to Share Legal Content

(18:30) Content Pruning

(19:53) How to Measure Success

(21:28) How Long Should You Wait for SEO Results?

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