Many law firms believe top search engine rankings are a silver bullet for their online marketing — a magic tool that will deliver a steady flow of business. But are specific keyword phrases such as “Boston personal injury attorney” or “Miami DUI lawyer” really the key to online marketing success?

A new FindLaw study analyzed search-generated traffic to thousands of law firm websites, and many people may be surprised by the results. Mark Jacobsen, FindLaw senior director of strategic development and thought leadership, discusses in the podcast linked below what actually drives traffic to law firm websites.

A copy of the white paper, “The Futility of Chasing Silver Bullets” can be downloaded here.