In today’s market, having an established online presence is crucial for bringing in new clients, but in order to do that, you must have the right strategy.
There are two main strategies: search engine optimization (SEO) and pay-per-click marketing (PPC). But how do you know which one is right for your law firm? There are pros and cons with both, and you can even mix the two. Here’s what you need to know.
Basics of Search Engine Optimization (SEO)
Overall, SEO is more of a long-term approach. It’s all about establishing a strong presence in the first few results of any search engine. Being a top hit means that more people find your law firm.
SEO is also about developing organic traffic to your website. What this means is that rather than paying for sponsored advertisements and content, your law firm will appear naturally with the help of keywords.
Keywords, in a sense, are the “important words” of a search. For example, if a person was looking for a criminal defense attorney in New York City, they may run a Google search that looks something like this:
“best criminal defense attorney in New York City”
Through SEO, catering companies that include the words “best,” “criminal defense attorney,” and “New York City” are more likely to pop up in the first few results. If you have specialties that you want to be known for, you should include those keywords in your website.
Avoid any unnecessary content on your website and stick to things that are truly relevant to your specialty for the best results. For instance, if your specialty is family law, don’t include any content that mentions criminal law.
Many law firms use marketing companies that produce blogs with these keywords for their websites so that content is posted regularly to boost their online visibility with SEO.
While SEO produces results organically, PPC is essentially paid advertisements which typically produce short-term results.
In order to run a PPC marketing campaign, you must choose keywords specifically relevant to your firm and bid for them. Some keywords may be in higher demand than others, so it largely depends on how much you’re willing to pay for each click.
Then, once you secure a keyword, your website will be one of the first to appear in a search. Others may use the same keywords, so you can change them as the sponsored top hits become too crowded.
As the name implies, you do not have to pay for every ad unless a person clicks on it. If they click on it, they will be directed to your website for more information, which means you will have to pay for that hit.
This is a great way to quickly build a base if you’ve just started and you want to get the word out about your services, or to simply increase traffic to your site.
Of course, you don’t have to use one or the other; using both SEO and PPC is a great way to get results quickly with the benefit of long-term effects.
It really just depends on your marketing budget, but supplementing SEO with PPC means building a stronger base faster, which can kickstart your business’s success.
About Rahul Balaram:
Rahul Balaram worked as a Public Defender for Solano County for many years and has represented hundreds of clients. Most recently, he worked on the misdemeanor conflict panel representing indigent clients. Rahul can be contacted at the Balaram Law Office in Santa Rosa and is available for consultation by phone and text 24/7. He represents his clients with dignity, compassion, and competence.