Law Firm Internet Marketing By SageRock
Since being launched in 1999, SageRock has specialized in law firm marketing. With the Internet becoming more and more popular each year, law firms can benefit from search engine optimization or a pay-per-click campaign. Internet users are constantly utilizing search engines to find a law firm to suit their needs, which makes the Internet a useful marketing tool for people in legal industry. As more and more people use search engines to find attorneys, the Internet is a valuable marketing tool and a great way for law firms to grow their client base.
When doing keyword research (finding words or phrases that search engine users are typing into search engines to find a service or product), different terms for lawyers, law firms and attorneys show up in the Google Keyword Tool (an online resource to do keyword research) as having as high volume search terms. These terms show high levels of search volume and the Google Keyword Tool shows the different types of attorneys search engine users are looking for. For example, typing in the keyword “attorney” will show keywords such as “civil attorney”, “divorce attorney”, “family law attorney”, “medical malpractice attorney”, and much more. This proves that search engines are being used to find different types of attorneys to fit their needs.
You can access the Google Keyword Tool by clicking the link below and try it for yourself:
https://adwords.google.com/select/KeywordToolExternal
When doing a keyword search by a region, terms related to attorneys, law firms and lawyers show up as having high search volume as well. For example, if someone typed in “Cleveland lawyers” into the Google Keyword Tool, it will display a large list of keywords related to lawyers in the Cleveland area. In other words, law firms can be found by search engine users in region specific searches and bring in new clients.
Based on how the Internet has become a great research and search tool for consumers, a search engine optimization campaign is a great way for law firms to drive more traffic to their web-sites and bring in new clients. By utilizing search engine optimization, law firms can have their web-site show up near the top of a search engine results page (also known as a SERP) without having to bid on keywords or pay the search engine money. In other words, the law firm’s web-site can show up near the top of the organic listings (meaning the business did not pay the search engine to be near the top of the SERP or bid on keywords) with a search engine optimization campaign. Someone in need of a specific type of attorney can simply type what he or she is looking for in the search engine and be able to get results right away. Web-sites closer to the top have a greater chance of being clicked on so utilizing a search engine optimization campaign can bring in more business for law firms.
Google will also provide a map near the top of a search engine results page to show organic listings. The Google search engine can detect the IP address (similar to a home address, this is where the server of an Internet connection is located) to find listings that are relevant to where the user lives. For example, if someone living in Shaker Heights is searching for a tax attorney, the Google search engine can find the person’s IP address and list law firms closest to that area. These listings come with a link to the web-site and the phone number is shown on the map making it easy for a search engine user to contact that business. A business can also lay claim to a specific listing in which a longer description, updated phone number and other features can be added. Laying claim to a listing also prohibits a competitor from going in and altering the information in that listing.
With a search engine comes the ability to bid on certain keywords in order for a web-site to show up in what is called a sponsored search. A sponsored search means the business pays to bid on keywords so their web-site shows up at the very top or on the side of a search engine results page. Web-sites listed in a sponsored search are listed in a shaded area near the top of the SERP or on the side where Internet users can easily click on them. These campaigns can be set up as a pay-per-click campaign meaning the business only pays the search engine whenever the link is clicked on. This is a cost effective way to market a business because a specific daily or monthly budget can be set and the results can be tracked easily. Law firms utilizing this approach can simply bid on keywords that are relevant to their business. For example, if a law firm specializes in education law, this law firm can bid on keywords like “education lawyer,” “education attorney”, “education law”, “education law firm” and more so that their firm shows up easily in a sponsored search.
With many different options available, the Internet is a valuable marketing tool for law firms. With a search engine optimization campaign, law firms have the ability of showing up near the top of a search engine results page and on a Google search map without having to pay the search engine money. Those wishing to pay to have their web-site near the top of a SERP can do so with a sponsored search and a pay-per-click campaign by bidding on keywords and phrases. The Internet has numerous opportunities ahead and the ability to bring more clients to law firms.
For more information on SageRock’s work with law firms, click on http://bit.ly/52ypMW.
