Years ago, when people needed services – an accountant, investment advice or an attorney – there was one place to go: a commercial phone book. Today, most people still turn to a single source of information, albeit a very different one, to find such services: search engines
Search engines are not limited by the finite number of pages in a book. As a result, instead of competing for ad space on a few yellow pages with law firm listings, competition for space (and search rankings) is truly global.
“The practice is also becoming much less local as the internet permits a presence in multiple places easily.”
As one law firm partner noted, among the four ways technology is changing small law, “The practice is also becoming much less local as the internet permits a presence in multiple places easily.”
Attorney is #4, costing up to $47.07 per click, and lawyer is #6, costing up to $42.51 per click.
The result is intense competition in law firm search marketing, which drives up prices in segments including pay-per-click (PPC) advertising. A new infographic by WordStream, illustrates the cost of key words of special interest to law firms. The infographic, which we first spotted on Lawyerist, is this week’s Friday Share and is presented below.
In a post titled, Attorney and Lawyer Are Two of Google’s Most Expensive Keywords, legal tech blogger Sam Glover distills the essence in a sentence: “Attorney is #4, costing up to $47.07 per click, and lawyer is #6, costing up to $42.51 per click.”
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Dispelling 4 Myths about Legal Online Marketing
Given a competition for online legal marketing, the function has grown a sense of mystique and misunderstanding. In a subsequent podcast – part of a new series – Mr. Glover and Lawyerist interviewed Gyi Tsakalakis of AttorneySync. In an hour long episode, Mr. Tsakalakis dispels some of the myths about online marketing, which he defines as “Understanding how to use the web for lawyers.”
Here are our takeaways from the interview:
1. Familiar reference point. The same principles that apply in offline marketing apply to online marketing. A good way to think about online marketing is consider the web as a “communications tool” to “communicate the value” of services.
2. Online complements offline. Online marketing should complement, rather than replace, offline marketing. Mr. Tsakalakis noted online marketing does the same fundamental things as “business cards, handshakes and going out to lunch.” It’s merely another channel by which to access, interact and build relationships with clients and prospects.
…online marketing does the same fundamental things as “business cards, handshakes and going out to lunch.”
3. Think long terms. Some law firms give online marketing a try – say joining an online networking group for example – and then give up after a week. Online marketing needs time to work, “to develop data” by which to measure whether or not it’s working. In addition, it’s important to evaluate whether or not a firm is “doing the right things” in order to produce results. It’s equally wrong to say online marketing doesn’t work as it is to “believe it’s a saving grace.
4. SEO in simple terms. Search engine optimization (SEO) is easily mistaken for “key word stuffing” – the respective overuse of a term like “California Divorce Lawyer” in web content. First, it’s an easy way for search engines to determine a web site is trying to “game” the system. Second, such content, should it drive visitors, does little to incentive people to “pick up the phone,” according to Mr. Glover. Gaming techniques can work in the short term, but it’s typically expensive and sooner or later, will be discovered and penalized. Search engines are incentivized to deliver high quality search results, so it’s best to focus on quality content.
- Lawyerist: 4 Things to Do Before You Spend a Dollar on Online Marketing
- AttorneySync: How to Do Your Own SEO & Why You Probably Shouldn’t
- Law Practice Advisor: Law Firms Now Spending 3.4 Percent on Marketing
- Business of Law Blog: 6 Predictions for Law Firm Marketing in 2015
- Business of Law Blog: Law Firm Marketing: How to Navigate Online Reviews
- Business of Law Blog: Lies and Truths: 8 Tips for Law Firm Marketing Online
- Business of Law Blog: How Law Firms can Generate More Referrals and New Business
Infographic: Most Expensive Key Words
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