When it comes to law firm marketing, what is “niching?” Guest Chris Dreyer founded and leads the Search Engine Optimization (SEO) marketing firm Rankings.io. In a thoughtful, in-depth interview, Dreyer shares how to make your law firm stand out in a crowded field when you stop trying to be everything to everyone.  Be memorable. Share what makes you special.  SEO is often portrayed as sorcery, but it’s not. It’s math, it’s work, and it’s attention to detail. Learn about the “Four C’s” of online marketing and what makes your firm stand out when a potential client types a need into a search engine: Content, Capital, Collaboration, and Code.  Dreyer explains what makes websites work, what makes content special, and how putting yourself out there as an expert in a specific area drives referrals and attracts attention.  A focus on SEO doesn’t work overnight. It’s a long-term play, but the benefits build on themselves and stock a client pipeline that can grow your firm as your reputation and visibility compound your efforts. Trying to “game the system” doesn’t work. There’s no substitution for sincerity, authenticity, and hard work.  Hear how you can get started and stay focused (and some common mistakes you can avoid) from an industry expert with a history of helping firms find new clients.  Mentioned in this Episode: "Niching Up: The Narrower The Market, The Bigger The Prize," by Chris Dreyer. SurferSEO HARO, Help A Reporter Out Fivrr Upwork "How To Get Rich: (Without Getting Lucky)," by Naval Ravikant. Malcolm Gladwell John Morgan Explains Morgan & Morgan’s Marketing Strategy, YouTube. Join The Un-Billable Hour Community Table: Eventbrite.