The Story of Casey Meraz

Who is Casey Meraz?

Casey Meraz is widely recognized as the leading law firm SEO expert in the United States, with over 15 years of specialized experience helping attorneys and law firms dominate search engine results. As the CEO and founder of Juris Digital, he has built a career on the principle that ethical, sustainable SEO practices deliver the best long-term results for legal professionals.

What sets Casey apart isn't just his technical expertise—it's his deep understanding of the legal industry's unique marketing challenges and opportunities. Having worked exclusively with law firms for over a decade, he has developed methodologies specifically tailored to help attorneys connect with potential clients at the moment they need legal help most.

Throughout his career, Casey has helped law firms generate over $1 billion in collective revenue through strategic SEO, content marketing, and digital advertising. His clients range from solo practitioners to some of the nation's largest personal injury and family law firms.

Early Entrepreneurship

Casey's journey into digital marketing began at the age of 15 in 2002, when he started building websites and experimenting with what would later be called search engine optimization. At a time when Google was still in its early years and most businesses hadn't yet realized the importance of online visibility, Casey was already learning the fundamentals of how search engines rank content.

"I was fascinated by the idea that you could build something online and have people find it from anywhere in the world," Casey recalls. "Back then, SEO wasn't even a recognized field—we were just figuring out what worked through trial and error."

While attending the University of Colorado Denver from 2002 to 2004, Casey continued building and monetizing websites, gaining practical experience that complemented his formal business education. This combination of academic knowledge and hands-on experimentation would prove invaluable in his later career.

The Intuit Years

By 2008, Casey's reputation for delivering results had grown significantly. He was recruited to build and direct the SEO program for Intuit, the financial software giant behind TurboTax and QuickBooks. This enterprise-level experience provided invaluable insights into large-scale SEO operations, team management, and the strategic thinking required to drive organic growth for major brands.

The Intuit experience was transformative, but Casey recognized that his true passion lay in working more closely with business owners who could see the direct impact of his work. This realization would lead to the next chapter of his career.

Founding Ethical SEO Consulting

In 2009, Casey founded Ethical SEO Consulting, a company built on the principle that sustainable, white-hat SEO practices would always outperform shortcuts and manipulative tactics in the long run. At a time when many SEO practitioners were pushing the boundaries of search engine guidelines, Casey took a different approach.

"I saw too many businesses get burned by SEO companies promising quick results through tactics that eventually got them penalized," Casey explains. "I wanted to build something different—a company that clients could trust to do things the right way, even when it took longer."

This ethical foundation would become the cornerstone of everything Casey built, and it's one of the primary reasons his clients have achieved sustainable success over years and even decades.

The Legal Marketing Transformation

In 2011, Casey made a pivotal decision that would define his career: he pivoted Ethical SEO Consulting to focus exclusively on serving law firms. This specialization was inspired by his work with The Reeves Law Group, a Los Angeles personal injury firm that became one of his flagship success stories.

The results spoke for themselves. Through strategic SEO and content marketing, Casey helped The Reeves Law Group achieve and maintain #1 rankings for highly competitive personal injury keywords in Los Angeles for over five years. The firm saw a 4,000% increase in qualified leads and experienced transformational growth.

This success demonstrated the massive opportunity in legal marketing and convinced Casey that specialization was the path forward. "Law firms have unique challenges—ethical advertising rules, competitive markets, high case values—that require specialized knowledge," he notes. "By focusing exclusively on attorneys, I could develop expertise that generalist marketers simply couldn't match."

Building Juris Digital

By 2015, the services offered had expanded far beyond SEO to include web design, content marketing, paid advertising, and comprehensive digital strategy. To reflect this evolution, Ethical SEO Consulting was rebranded to Juris Digital.

Under Casey's leadership, Juris Digital has grown into one of the premier attorney marketing agencies in the country. The company serves hundreds of law firms nationwide, from ambitious solo practitioners to large multi-location firms seeking to dominate their markets.

In 2020, Juris Digital joined the BlackFin family of legal marketing companies, expanding its reach and capabilities while maintaining the ethical, results-focused approach that Casey built from day one.

Thought Leadership & Industry Contributions

Throughout his career, Casey has been committed to sharing knowledge and elevating the entire legal marketing industry. His contributions have been recognized by the most respected voices in SEO and digital marketing.

Moz Local Ranking Factors Study

From 2013 to 2015, Casey was selected as a contributor to the prestigious Moz Local Ranking Factors study—the industry's definitive research on what influences local search rankings. This recognition placed him among an elite group of SEO experts whose insights shape how practitioners around the world approach local search optimization.

Published Author

Casey has authored two influential books on legal marketing:

• "Local Marketing for Personal Injury Lawyers: Winning at Local SEO for Lawyers" (ISBN: 9781660339723) - A comprehensive guide to local search optimization specifically for personal injury attorneys.
• "How to Perform the Ultimate Local SEO Audit" (ISBN: 9781503274778) - A step-by-step methodology for analyzing and improving local search performance, originally published as a guide on Moz.

Industry Publications

Casey's expertise has been featured in leading industry publications including:

• Moz Blog
• BrightLocal
• Whitespark
• AttorneyAtWork
• Advanced Web Ranking
• LawFuel

Conference Speaker

As a sought-after speaker, Casey has shared his expertise at major industry conferences including:

• SMX East & West
• State of Search
• ABA TECHSHOW 2020
• SearchCon
• Local Search Summit
• BEDLAM Conference
• Big Digital
• DC Bar Association

The AI Marketing Frontier

Today, Casey is at the forefront of the next major shift in digital marketing: AI-powered marketing and Generative Engine Optimization (GEO). As search evolves from traditional results pages to AI-generated answers, Casey is developing strategies to ensure law firms remain visible in this new landscape.

"The rise of AI search is the biggest change to how people find information since Google launched," Casey observes. "Law firms that adapt early will have a massive advantage. Those that don't may find themselves invisible to potential clients who increasingly rely on AI assistants for recommendations."

Through Juris Digital and his other ventures, Casey is helping law firms prepare for this AI-first future while continuing to maximize their results in traditional search.

Personal Life

Beyond his professional achievements, Casey is a devoted husband and father. Family is a central part of his life and, in many ways, inspired his commitment to helping attorneys serve their clients better.

Casey's mother had a significant legal experience early in his life that showed him firsthand how much impact attorneys can have on families during difficult times. This personal connection to the legal profession adds meaning to his work helping lawyers reach more people who need their services.

An avid traveler, Casey has a particular connection to Kinsale, Ireland, where he has spent considerable time and even founded Kinsale SEO to serve businesses in the region. The balance between his global perspective and deep roots in the legal marketing community informs his approach to business and life.

Philosophy & Approach

At the core of everything Casey does is a commitment to ethical, sustainable marketing practices. He firmly believes that the best marketing is simply helping potential clients find the help they need at the right moment.

"Great SEO isn't about tricking search engines—it's about being the best answer to someone's question. When a person searches for a lawyer, they're often facing one of the most challenging moments of their life. Our job is to help the right attorney show up for them."

This philosophy has earned Casey the trust of hundreds of law firms and established his reputation as a marketing partner who genuinely cares about his clients' success and the people they serve.