Inbound Suits founder Ken Phillips brings an Indiana connection to the development of proprietary technology designed to streamline how law firms build visibility in competitive search results.
SOUTH BEND, Ind – 18th Sept 2026 –Indiana native Kenny Phillips, founder of law firm marketing agencyInbound Suits, has developed proprietary AI-powered technology designed to improve how his agency identifies and evaluates opportunities that can help law firms increase their visibility in competitive Google search results.
Phillips, who is originally from Indiana, founded Inbound Suits to provide search engine optimization and paid search services specifically for law firms. As the agency’s SEO work expanded, one of the challenges he encountered was the amount of manual research required to identify worthwhile websites and backlink opportunities for clients.
SEO teams can review hundreds or even thousands of websites linking to competitors before determining which opportunities are relevant, legitimate and potentially worth pursuing. Phillips developed the technology to make that research process more efficient while maintaining human oversight over which opportunities ultimately become part of a client’s SEO strategy.
Using AI to Streamline SEO Research
The technology assists Inbound Suits with analyzing potential backlink opportunities discovered through competitive research.
Rather than judging a website by a single SEO metric, the agency’s methodology considers multiple signals, including organic search traffic, keyword visibility, traffic trends, topical relevance, content quality and outbound linking patterns.
The technology helps organize and evaluate those signals so that potentially worthwhile opportunities can be identified more efficiently before undergoing additional review.
“Backlink research can become very manual very quickly when you’re evaluating hundreds of websites individually,” said Phillips. “I wanted to build something that could help us narrow down that research without removing the judgment that goes into deciding whether a website actually makes sense for a client.”
Looking Beyond a Single SEO Metric
Third-party authority measurements such as Domain Rating are commonly used throughout the SEO industry when evaluating websites for potential backlinks. Inbound Suits considers those metrics but does not use a single authority score to determine whether an opportunity is worthwhile.
A website with a high authority metric may have limited organic visibility, unrelated content or questionable outbound linking patterns. A smaller website, meanwhile, may have a relevant audience, legitimate Google rankings and a natural reason to reference a law firm.
“A high metric doesn’t automatically make a website a good backlink opportunity,” Phillips said. “We want to know whether the site has real visibility, whether it’s relevant to the client and whether there’s a legitimate reason for the link to exist.”
Technology Built for Law Firm Marketing
The proprietary technology is currently used internally by Inbound Suits as part of the agency’s SEO and authority-building work rather than being offered as a standalone software product.
Final decisions about which websites to pursue remain part of the agency’s broader review and SEO strategy. The technology is intended to reduce the manual work involved in researching large numbers of potential opportunities, allowing the agency to focus more attention on prospects relevant to each law firm’s market and competitive landscape.
The development reflects a broader shift in how Phillips approaches law firm marketing as Google search results become increasingly divided among traditional organic results, local listings, paid advertisements and other search features.
Inbound Suits combines SEO and paid search strategies to help law firms compete for visibility across those different areas of Google.
Inbound Suits is a law firm marketing agency founded by Indiana native Kenny Phillips. The agency specializes in search engine optimization and paid search for law firms, with services including SEO strategy, content development, local search optimization, authority building and Google Ads.
For more information, visitinboundsuits.com.
Kenny Phillips
Inbound Suits, LLC
press@inboundsuits.com
inboundsuits.com
