#78 – SEO Metrics That Actually Matter for Law Firms with Gyi Tsakalakis

In this episode of Sharp Strategies Sweet Sucess, I’m joined by Gyi Tsakalakis of Attorneys, Inc. (and the voice behind Legal Marketing Lunch Hour) to talk about what law firms should actually be paying attention to in SEO right now. We start with a question I hear all the time from multi-location firms: should each Google Business Profile link to the homepage, or to a dedicated location page? Gyi’s take is refreshingly practical—location pages are usually the better starting point for relevance, but you still need to test because authority, competition, and site structure can change the outcome. He also addresses a claim I recently heard from a vendor: that UTM parameters can hurt SEO. Spoiler: he’s skeptical, and so am I. From there, we zoom out to the bigger shift happening in search. With AI-powered results becoming more unpredictable, “rankings” and keyword reports don’t mean what they used to. Gyi makes the case for measuring SEO like a business owner: cost per wanted lead and cost per case, using rankings and traffic only as supporting indicators, not the definition of success. If you’ve felt pressure to chase quick SEO wins or crank out long-tail blogs with AI, this conversation will help you reset your approach, focus on outcomes, and build a marketing mix that isn’t dangerously dependent on one channel. 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