New Year’s Resolution #9: Invest in Paid Search Advertising
While "organic" search engine optimization (SEO) steadily builds your visibility in natural search results, paid search can be used strategically to drive leads immediately.
In fact, as organic results appear separately from paid search, you have the opportunity to "own" more of the search engine results page. From pay-per-click (PPC) ads on GoogleTM, Yahoo!® and BingTM, to advertising on social media, to video ads on YouTubeTM, paid search can yield tangible benefits.
You'll likely want to work with a paid search specialist to plan and manage your investment effectively. Just make sure your provider has experience managing paid search advertising campaigns for law firms and knows how to select appropriate keywords and strategies based on analysis that is geographically and topically suited to your law firm.
How Does PPC Help SEO?
PPC is not a replacement for SEO, or the on-site/off-site work you do to ensure effective rankings on search engine results pages. Here are some ways SEO and PPC work together:
- Increase Qualified Traffic: Having both a paid and organic campaign can increase traffic significantly, as opposed to investing in just SEO to drive "organic" results.
- "Own" More of the Search Engine Results Page: Appearing in the organic, local and PPC sections of the search engine results page increases your firm's visibility and helps you own more of page 1 real estate, where the majority of clicks take place.
- Make Effective Use of Your Budget: SEO is the best for long-term ROI, but PPC is the most flexible and immediate. For maximum results, use a combination of both.
More Online Marketing Tips for Small Law Firms
Watch for the final installment in our series on online marketing strategies and tactics that can help generate results for your law firm in the New Year, coming next week from Amy Kaplan, Director of Product Management for Advertising & Profile Services at LexisNexis® Martindale-Hubbell®. If you'd like to jump ahead, feel free to download our recent paper. Or if you prefer, download the free recording of the companion webinar Amy and I recently co-hosted.
Next Up: Resolution #10: Participate in an Online Legal Advice Forum
When you're ready, schedule your free online marketing consultation or email me at email@example.com.
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