One of the biggest problems that I have with optimization is that you are limited in the number of keywords that you can effectively optimize for.  For a general law firm web design, 10 keywords for optimization is ideal (15 is pushing it).  If you have a hundred pages of content, you can certainly go higher than that number, but most of my clients have smaller sites (10 pages or so). 

My challenge, based on our firm’s ten years of law firm internet marketing experience, is to select the keywords that are most specific to my client’s niche and geography.  Additionally, I want words that will be effective, not words that imply that people are just searching for free information.  And, it is not easy to get my clients to narrow down their lists.  Of course they want every keyword and every variation; who doesn’t?  But to do that, we would need a lot more content, newsletters, and BLOGs.

So, for my clients, we start small.  On a small site, let’s choose 10 words and we can tweak accordingly.  Additionally, over time, we can expand the size of the site and expand the keyword list.  We can also expand the lawyer marketing strategies to include newsletters that provide more timely content.  But, the key is always to start small and work from there.  Once your website starts getting noticed, it is easier to continue to roll out new things for people to notice.