In the past, law firms only depended on TV ads, newspaper, and radio advertising for marketing. Some count on word-of-mouth promotion and personal recommendations to spread the word about their legal practice. These days, savvy criminal defense lawyers should engage in online marketing to establish a solid digital presence and grow their firm. Through pay per click ads for criminal defence lawyers and search engine optimization, they can get their firm noticed by their target audience without spending a fortune. Both techniques are forms of search engine marketing that target internet users who use search engines like Google when searching for information online.
Marketing your criminal defense law firm to possible clients can take many forms like building a website, creating quality content, and establishing a social media presence. But the most important is to appear in search engine results. Today, if possible clients have legal questions or needs and must look for a lawyer nearby, they may turn to Google to find the answers they need. To be noticed by these people, you want to focus on getting your firm to appear prominently in search results. This is possible through PPC and SEO. Read on to learn more about these marketing strategies:
Understanding PPC
Both pay-per-click and SEO marketing are focused on getting your firm to appear prominently in top results. But PPC approaches this goal differently. Pay-per-click campaigns are carried on a paid basis. They work by placing ads at the top of search results pages and charging you a rate whenever users click these ads and navigate your website.
Before you place these ads, you must determine the keywords that are relevant for prospects. Then, you will bid on a set of keywords and pay the search engine whenever your ads lead to a click. If your ad appears for users who are looking for those terms, your firm will appear at the top, boosting its visibility online.
What is Search Engine Optimization?
SEO concentrates on increasing your website traffic’s quantity and quality when it appears organically when users search the web. It includes changing your site pages to improve how users access and experience your law firm’s site and the way search engine crawlers rank pages for essential key search terms. SEO includes the use of relevant keywords that your target audience usually searches for. These keywords are incorporated into your web copy, title tags, and content.
Every search engine uses algorithms by which they rank search results including the backlink profile, mobile performance, speed, and keyword relevance of every page. To align with such algorithms, you can make changes to your website and optimize resources such as Google My Business, increasing your rankings and bringing more possible clients to your site pages.
Which is the Better Investment?
Whether you invest in SEO or PPC depends on some factors like your budget, competition, the needs of your law firm, and your practice area. The most important thing is to determine the ultimate marketing goal of your firm and how SEO and PPC advertising may help achieve them. But most law firms choose to incorporate both strategies within their campaigns. Combining SEO and PPC can maximize your firm’s exposure for a variety of relevant keywords.
As your criminal defense firm grows and changes, so do its marketing needs. Moving forward, you can decide whether to set a budget for quick PPC boosts or long-term SEO growth as the needs of your firm dictate. Throughout this process, you should discuss your needs with a reputable digital marketing agency. This agency can work with you to spread your budget between both pay-per-click advertising and search engine optimization marketing.