#71 - Why Law Firm SEO Still Works—If You’re Tracking the Right Things with Will McCreight

In this episode of Sharp Strategies Sweet Success, I’m joined by Will McCreight of Blue Shark Digital to break down what law firm SEO actually looks like in 2026—and why it still matters. Will explains why “unqualified leads” are often a sign that your SEO is gaining traction, not failing. But to make that visibility useful, firms need better tracking—moving beyond the generic “organic” label to identify which sources (Google Business, directories, AI search) are truly delivering. We also dig into legal directories: which ones might be worth paying for, how to evaluate their real impact, and why they’re becoming more relevant again with the rise of AI-driven search. A key insight: SEO doesn’t work in a vacuum. Without solid intake systems and phone support, even the best search rankings can lead to lost opportunities. Will shares how marketing and operations need to align to turn leads into actual cases. This episode is a must-listen if you’re reevaluating your digital strategy, feeling stuck with low-quality leads, or just wondering how to make SEO work smarter—not harder—for your firm. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe