Google For Your Law Firm: Cover Your A, B, C's

by AttorneySync

Many lawyers are still grappling with some of the basics about where they should be putting their law firm web marketing dollars. Here’s a real example from one of our New Jersey injury lawyer clients (http://newjerseyinjurylawyersinfo.com):

A is for Adwords

As you probably know, Adwords is Google’s paid search platform. These are the results that appear at the very top and down the right hand side of a Google search engine results page below the words “Sponsored Links”. On the plus side, using paid search can generate you traffic, leads, and new business in a relatively short amount of time. On the downside, you pay for each click that you get. So, using paid search can be expensive. Like any other law firm internet marketing, you have to measure the results Adwords is producing in terms of return on your investment into the program.

B is for local Business center

Google’s Local Business Center (LBC) can be an excellent source of new traffic too. As you can see in the example above, these listings get key position on a Google search engine results page. On the upside, getting a listing here is completely free. Any lawyer can sign up for an LBC listing. Like their “organic cousins”, LBC listings are delivered based on Google’s proprietary formula or algorithm. Also like their “organic cousins” certain strategies can be implemented to improve the performance of your Google LBC listing.

C is for Capitalize on Organic Results

Ok, so I couldn’t come up with an organic term that starts with a “C”. However, your organic listings are truly the place to capitalize from your law firm internet marketing investments. While it’s not always easy, obtaining good position for relevant keywords here, can have a profound impact on how well your law firm website produces results for you.

We are often asked by lawyers where they should spend their online dollars. The answer, whichever ones work for you. Typically, we recommend getting involved with as many different web marketing vehicles as you can. Within only a couple of months, it quickly becomes clear which ones are working and which ones are not. Further, what works and what doesn’t will vary greatly from practice area to practice and even among law firms within the same practice area. The only way to find out what works for you, is to test and measure the results that they produce.