Before May 2006, online directory Lawyers.com had great content but  much of the Web site was not search engine friendly or optimized for  targeted search terms. The URL structure and hierarchy of the site  was not uniform, organized or crawlable by search engine spiders.  There were duplicate content issues that were affecting the site's  rankings. Nick Chasinov, director of search engine optimization at the site's  parent company LexisNexis, New York, discussed the site's organic  search engine strategy with DM News associate editor Giselle Abramovich.