I recently came across this article that relates how a marketer took a website to #1 on Google for their targeted key words.  The article is a bit on the “techy” side.  But, it does offer some solid tactics for great search engine results.  His plan:

1. Know what keywords you want to target
2. Optimize each page for the search engines
3. Have a linking strategy that includes: (a) direct requests for links, (b) directory submissions, (c) article marketing, and press releases.

Those basic three steps will provide a solid foundation for your own search engine optimization strategy.  I would offer a couple of precautions.  First, I don’t recommend that you offer to pay other websites to link to you.  In fact, I rarely will directly solicit other sites for links at all.  I do link to certain target sites.  I comment on them.  I attempt to create relationships with them.  And, often they naturally will link back to me.  Of course, it’s also important to have a “link worthy” site.

Also, a lot of the work necessary to get these kind of links (for example directory submissions and article marketing) involve tedious tasks that lawyers should not spend their own time doing.  Instead, use a staff member, virtual assistant or outsource service provider to do this type of work for you.