One of the most tried and true methods for building awareness for lawyers or a law firm is to be involved with a newsworthy case. The same is true for online marketing - but it has a more important benefit - links. Given the incredible number of news sites and blogs that re-purpose news and add their comments to it, your SEO efforts can be a lot more effective by getting some PR.
Lawyers that took on these high profile criminal cases have definitely tapped into the PR stream.
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This is true for more than just law firms, too - getting involved with noteworthy causes of any kind is great PR for all kinds of businesses!
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