I am asked this question by many lawyers who are trying to improve their web traffic and search engine optimization (SEO). Here are some free things you can do:
1. Make sure your website relevant content (words) to your practice. Try to write in more of a natural language, because you potential clients will use natural words to find you through such search engines such as Google, Yahoo, Ask, Microsoft, etc..
2. Sign up for as many free legal directory services as you can including Thomson Findlaw, Lawyers.com, Justia, Targetlaw etc...
3. Answer legal related questions on Question and Ask legal sites such as law guru and askinglaw.com
4. Make sure your website and information is listed on your local bar association directory