This episode features Peter Kalanda, a 20-year digital marketing veteran and the co-founder of Three Horizons Interactive. Peter shares his unique journey from managing hotels and consulting at Ernst & Young to mastering the digital marketing landscape for law firms. He breaks down the complex world of SEO and SEM with a simple analogy: SEO is like planting a garden that grows over time, while SEM is like renting a billboard for immediate visibility. Peter provides a masterclass on the immense, often-overlooked power of local search, explaining how optimizing a Google Business Profile can be a game-changer for attracting clients. He reveals the most common technical mistakes that make websites invisible to Google, how to find high-impact keywords, and the three simple fixes any lawyer can make this week to improve their online presence. This is a practical, no-nonsense guide to building a powerful digital foundation without a massive budget.Show Notes:(0:27) Peter Kalanda’s journey from Slovakian immigrant to digital marketing expert.(0:56) The unconventional path from hospitality management to mastering SEO.(3:15) The validation: Taking a company’s sales from $100k to $3 million.(5:30) How digital marketing has evolved over the last 20 years.(8:50) Why law firms are the perfect clients: The untapped power of local search.(12:27) Digital Marketing 101: SEO is a garden, SEM is a billboard.(14:42) The critical error that can make your website completely invisible to Google.(16:30) How to find the right keywords: High volume, low competition, and long-tail phrases.(20:47) Defining Local SEO: How to target clients searching within a 20-mile radius.(24:49) A content strategy that cuts through the noise: Answering questions with authenticity.(30:23) The Top 3 SEO mistakes law firms make and how to fix them today.(32:50) AI vs. SEO: Why fundamentals like structured data are more important than ever.(34:36) How to realistically budget for digital marketing (Hint: You don’t need a giant war chest).(36:58) The key metrics lawyers should track to know if their marketing is actually working.(40:40) Case Study: How a simple contact form redesign increased qualified leads by 45%.(42:59) The first 3 things every lawyer should do this week to improve their marketing.(45:49) Hiring an Agency: How to spot red flags, understand pricing, and why you always need three quotes.(51:18) Where to find and contact Peter Kalanda.Contact Peter: https://www.3h-i.com/Want to join the show as a guest? Email us: [email protected] our ⁠⁠⁠Facebook community⁠⁠⁠ to connect with other founding attorneysThis podcast was brought to you byLegion: Actually reliable litigation drafting — at AI speed.Tired of litigation busy work? Get court-ready pleadings, serve-ready discovery, and battle-ready motions — in 30 minutes or less.Visit legion.lawMusic: lofi type beat "flower market" by snoozy beats.

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