1. Initial Inquiry
The process usually begins with a short inquiry from counsel. At this stage, Bill needs only a high-level description of the case, the nature of the SEO issues, and any important dates or expert deadlines. This information helps determine whether the matter appears to be a potential fit and whether there is enough time to perform a meaningful analysis.
You can start this process using the contact information on the Contact page.
2. Conflict Checks
Before reviewing confidential information, Bill conducts conflict checks to ensure that he is not currently working with another party whose interests may conflict with the proposed engagement. This step is similar to what you would expect from many professional experts and consultants.
Once conflicts are cleared, the conversation can move to a more detailed discussion of scope and expectations.
3. Scoping the Engagement
Every case is different. During the scoping phase, counsel and Bill discuss what questions need to be answered, what data is available, and what deadlines apply. They then define a scope that may include:
- Preliminary analysis and consulting only.
- Preparation of an expert report.
- Rebuttal report responding to another expert.
- Deposition and trial testimony.
The scope may evolve as new evidence emerges or as the case progresses.
4. Engagement Letter
After the scope is defined, an engagement letter is drafted. This letter outlines the nature of the work, billing arrangements, confidentiality considerations, and any other key terms. Once the letter is executed, Bill can begin reviewing confidential materials and case-specific data.
5. Data Collection and Review
With an engagement in place, the next step is gathering and reviewing relevant data. This often includes analytics, search console exports, technical documentation, site backups, and prior communications with SEO providers or vendors. The Attorney Checklist page provides guidance on useful data sources.
6. Analysis and Findings
Bill then analyzes the data to answer the questions defined in the engagement scope. This may involve reconstructing traffic history, reviewing technical changes, analyzing search results, and correlating changes with key events and timelines.
Preliminary findings are often discussed with counsel before any formal report is drafted, so that everyone agrees on the issues to emphasize.
7. Expert Reports and Rebuttals
If the engagement includes formal opinions, Bill prepares an expert report or rebuttal report that sets out his methodology, findings, and conclusions. The report is written for a legal audience, with careful attention to clarity and support from the underlying data.
Where there is an opposing SEO expert, rebuttal work may involve review