Does Domain Authority of Personal Injury Websites Matter For AI Search?
Domain authority has been a foundational metric in traditional SEO for over a decade, but it doesn’t carry the same
Updated: April 2026
Mateja Matic is the founder of Dominate Marketing, a specialist SEO and PPC agency serving personal injury and criminal defense law firms in the United States.
He started working in SEO and PPC at age 18 at a New Zealand agency serving local businesses, spent six years there, and founded Dominate Marketing in 2019.
After an early focus on automotive businesses, a referral to a Sydney law firm pulled him into legal marketing. Since then, he has worked with law firms across New Zealand, Australia, and the United States, including firms in California, New York, Texas, Colorado, and Arkansas.
His current focus is personal injury and criminal defense, the most competitive segments of legal search.
He is known for a specialization-over-breadth approach: working with a small number of firms at any time, handling the work himself rather than delegating to junior staff, and prioritising signed cases over vanity metrics.
Areas of Expertise
- Personal Injury Law Firm SEO
- Criminal Defense Law Firm SEO
- Legal Marketing Strategy
- Local SEO for Law Firms
- Google Business Profile Optimization for Attorneys
- Google Ads (PPC) for Law Firms
- Local Service Ads for Law Firms
- AI Search Optimization for Law Firms
- Generative Engine Optimization
Professional Background
- 2013-2019: SEO and PPC Specialist at NZ Agency
- 2020-present: Founder, Dominate Marketing
Speaking, Publications, and Media
Notable Client Results
- 80% increase in traffic and leads in 4 months with SEO for Criminal Defense Firm
- Page 1 rankings in 30 days for Colorado Personal Injury Firm
- Page 1 rankings in 60 days for Arkansas Personal Injury Firm
- 400% increase in traffic & leads after Google Penalty for California Auto Law firm
- 600% Increase In Leads From PPC for general practice law firm
- Scaled a fixed-fee prenup offer to over 200 qualified leads/month with SEO and PPC
Articles by Mateja Matic
Local SEO Guide For Personal Injury Firms: How to Rank In Local & Maps
Local SEO for personal injury lawyers is the single most important way to get your firm in front of people
Does Social Media Actually Help Personal Injury SEO? (An Honest Assessment)
Social media won’t move the needle on your personal injury firm’s Google rankings. That’s the honest truth, and anyone telling
How Personal Injury Firms Need to Use Schema Markup For SEO & AI Search In 2026
If you’re running a personal injury law firm in 2026 and haven’t put serious thought into your schema markup, you’re
How to Use Youtube In Your Personal Injury SEO Strategy
Most personal injury law firms pour all their SEO energy into traditional tactics like keyword research, link building, and on-page
AI Search VS SEO: What’s the Difference For Personal Injury Firms?
If you’re a personal injury attorney relying on Google rankings to bring in new cases, there’s something you need to
What Is Domain Authority And Why Does It Matter For Personal Injury SEO?
If you’re running a personal injury law firm and investing in SEO, you’ve probably come across the term “domain authority”
Conversion Rate Optimization Tips For PI Firms to Turn SEO Traffic Into Cases
Getting traffic to your personal injury law firm’s website is only half the battle. If visitors leave without calling or
EEAT and YMYL: What Personal Injury Firms Need to Know
If you run a personal injury law firm and want your website to rank well on Google, you need to