Search engine optimization
Be the firm your clients find first.
PSM Marketing provides SEO for law firms, engineering firms, manufacturers and other professional services firms. Michelle Wheeler leads a strategy that covers technical, on-page and local SEO, so your firm ranks in Google and shows up in the AI tools clients now use to search.
Reviewed by Michelle R. Wheeler
Updated October 2026
Signs your SEO needs attention
- Competitors outrank you for your own services
- Your firm doesn't appear in the Google map results
- Website traffic is flat or falling
- AI tools don't mention your firm when asked
- Your Google Business Profile is incomplete or out of date
- You don't know which pages bring in new clients
Search has changed. Your SEO should too.
Clients still search Google, but now they also get answers from AI Overviews, ChatGPT, Gemini, Perplexity and Copilot, often without clicking a single link. PSM Marketing builds SEO for both: rankings that bring in visits, and content that AI tools trust enough to cite.
SEO is the foundation for AI search
AI tools draw on the same signals Google does: a fast, well-structured website, clear answers to real questions, consistent business listings and a strong reputation. Good SEO makes your firm easier for both to find and trust.
Traditional SEO
Rankings in Google search and the map results, built on technical health, keywords, content and local listings.
Google search and Maps
AI search optimization
Citations in AI-generated answers, built on structured data, answer-first content and third-party mentions.
AI Overviews, ChatGPT, Gemini, Perplexity and Copilot
How PSM approaches SEO
A clear process, built around the services your firm wants to be known for.
01
SEO audit
A review of your website's technical health, content, rankings, backlinks and local listings, and how you compare to competitors.
02
Keyword and topic strategy
The searches and questions your best clients use, mapped to the pages that should answer them.
03
Technical and on-page fixes
Speed, structure, metadata and schema markup, so search engines and AI tools can read your site.
04
Content and local SEO
New and improved pages, articles and Google Business Profile updates that build authority over time.
05
Tracking and reporting
Regular reports on rankings, traffic and inquiries, with recommendations for what to do next.
What PSM SEO includes
Everything it takes to be found, from the code behind your site to your reputation online.
Technical SEO
Site speed, mobile performance, indexing and structure, fixed at the source.
Keyword research
The terms and questions your clients use, prioritized by value to your firm.
On-page optimization
Title tags, meta descriptions, headings and internal links on every key page.
Local SEO
Your Google Business Profile and listings, kept accurate and consistent in every office location.
Content and backlinks
Articles and pages that answer client questions and earn links from respected sites.
Reporting
SEO reports as detailed as you'd like, tied to the leads and clients your website brings in.
Where SEO fits in The Four Pillars of Marketing™
SEO drives Pillar II, bringing new prospects to your firm while you focus on client work.
I
Retain and grow existing relationships
When clients search for a service you offer, they find you instead of a competitor.
II
Develop new business
Prospects who search for your services find your firm, learn what you do and reach out.
III
Increase name recognition and awareness
Strong rankings and AI citations put your firm's name in front of people who don't know you yet.
IV
Measure return on investment
Rankings, traffic and inquiries show what your SEO investment is bringing in.
SEO works better together
Search visibility depends on your website, your content and your reputation.
Strategy
Branding
Law firm SEO
Websites
AI search optimization
Content + communications
Local SEO for lawyers
All marketing services
Featured result
#1 for “lawyer for physicians”
A plaintiff's employment law firm represented physicians but wasn't marketing that niche. PSM Marketing built content, articles and testimonials for it and applied SEO best practices. The firm now ranks first in its state for “lawyer for physicians,” and the niche has generated millions of dollars in revenue.
“PSM revamped our blog and has been helping us with SEO. Overall, they knocked it out of the park!”
— Jeff P., Google review
“While we’ve only been working with PSM for about six months, we’ve already seen an incredible return from the improvements they’ve made [...]”
— Kat T., Google review
“I worked with Michelle to get a website and Google listing setup for my small business. Everything done was above and beyond what I expected.”
— Matthew J., Google review
SEO questions
Is SEO still worth it with AI search?
Yes. AI Overviews, ChatGPT and other AI tools rely on many of the same signals as Google rankings. Strong SEO makes your firm more likely to appear in both.
What's the difference between SEO and AI search optimization?
SEO helps your firm rank in Google search and map results. AI search optimization helps your firm get mentioned and cited in AI-generated answers. PSM Marketing offers both, and they work best together.
How long does SEO take to work?
Technical fixes can help within weeks, but most firms see meaningful gains in rankings and traffic over several months of steady work.
How much does SEO cost?
SEO is part of PSM Marketing's outsourced marketing programs, which run $4,000 to $10,000+ a month on 12-month agreements. Smaller firms often start with the Quickstart Package at $2,000 to $4,000 a month. Your free SEO audit includes a recommendation for where to start.
Do you offer local SEO?
Yes. PSM Marketing manages Google Business Profiles and local listings, so your firm shows up in map results in every city where you have an office.
How do you report SEO results?
PSM reports on rankings, traffic and inquiries, as detailed as you'd like, and reviews them with you so you know what's working.
Can you guarantee a first-page ranking?
No one can guarantee rankings in Google or mentions in AI tools. PSM Marketing focuses on the work that earns them, and reports honestly on the results.
Can clients find your firm?
A free SEO audit with Michelle Wheeler. You'll see where you rank, how AI tools describe your firm and what to fix first, whether or not we work together.