“The biggest misconception is that SEO demands a large monthly retainer, ” stated Gerrid, founder of Fortress. “Most law firms can manage much of it themselves if they grasp the process. ” SARASOTA, FL, February 04, 2026 /24-7PressRelease/ -- Gerrid Smith, an SEO expert with over a decade of experience ranking law firms nationwide, has published *Law Firm SEO: How to Win in Google, ChatGPT, and Every Platform That Matters*, a new book aimed at helping attorneys understand and implement modern search strategies internally. This release arrives as law firms navigate an increasingly fragmented search landscape, where potential clients find attorneys via both Google and AI-driven platforms simultaneously. Gerrid points out that although SEO has become more complex, it is also more accessible thanks to modern tools. After his first digital business failed within two years, Gerrid gained clarity about his strengths. In 2007, he launched an online personal injury lawyer directory that eventually listed over 3, 000 attorneys across the country. When a local attorney requested Gerrid rank his website rather than sell directory placements, it transformed his career.

In just 90 days, that firm achieved the top position for its main keyword. This success led him to establish a law firm SEO agency. Between 2007 and 2020, Gerrid helped over 100 law firms secure first-page Google rankings for thousands of competitive keywords across multiple practice areas. He sold the agency in 2020 and stepped away from client work. *Law Firm SEO* marks Gerrid Smith’s comeback to legal marketing, offering a practical framework derived from his extensive experience. The book details the system he used to achieve rankings, updated for today’s environment where attorneys must navigate both traditional search and AI-generated results. Written for attorneys, in-house marketing teams, and firms assessing their marketing budgets, *Law Firm SEO* positions search optimization as a long-term business asset instead of a short-term tactic. About Fortress Fortress is an attorney SEO agency founded by Gerrid Smith, focused on sustainable organic growth through transparent strategies and execution. # # #