For quite a while, we’ve been hearing non-stop about search engine optimization and its potential effects on law firm websites. In fact, we noticed a trend where attorneys started shifting towards this marketing strategy, rather than sticking with the conventional pay-per-click advertisements. To understand what’s happening, we’ve done a quick comparison between the two marketing methods. Here’s what we found:
- Mode of Action
SEO is short for search engine optimization which basically means improving a website for the purpose of ranking higher on search engine result pages. Experts consider it a more radical form of online marketing since, it aims to improve a website’s ranking all over the internet. On the contrary, pay-per-click ads function like normal advertisements. This means that the only people a pay-per-click will affect, are those who happen to be in the need for a lawyer at the same time they are subjected to the ad. Not to mention, it depends on where you place the advertisement. Each technique’s mode of action determines how effective they actually are which, in turn, explains why attorney’s are shifting towards SEO.
As we’ve mentioned above, search engine optimization works on a deeper level in comparison to pay-per-click advertisements. With SEO, a law firm is guaranteed to get more potential clients directed towards their website. Plus, by ranking higher on search result pages, competition is simply eliminated; if a user clicks on one website, why would they open another one? Not to mention, according to www.lawfirmseo.com, the optimization process has grown to include local map search results, as well. On the other hand, when you measure a pay-per-click ad’s effectivity, you’ll realize that it only provides an immediate impact for a limited number of web users. Cost-wise, this is not at all helpful for a firm’s budget.
When optimizing a website, a law firm only has to hire an SEO professional, use their services, and that’s it, the spending stops. However, with pay-per-clicks, every click on the ad means that the firm would be paying the ad publisher. Think about that for a second. A vengeful competitor can run up their opponents’ advertisement costs through the roof. In addition, the amount spent by a law firm to affect one potential client has been proven to be a lot less when using SEO. In other words, paying for SEO techniques means paying to affect a large group of potential leads, but paying for a pay-per-click means paying for each customer who clicks (even if they click on your ad by mistake). Think of the whole thing as buying in bulk Vs buying single units.
Why Are Attorneys Launching SEO Campaigns?
When they took into consideration the factors we’ve mentioned, they realized that one online marketing strategy is a lot more beneficial. Since, business experts recommend making smart investments when it comes to advertisement, attorneys started dedicating their spending to purchase the most effective method. In general, law firms have found that the benefits, brand awareness, publicity, and reach provided by SEO techniques are far better than those provided by pay-per-clicks. So, the question is why have they been spending on pay-per-clicks to start with?
About the author: Keen writer covering a range of topics such as internet marketing, SEO, and more! When not writing, he’s found behind a drum kit.