Although many “legal marketing” companies focus on AdWords, a solid organic search program is critical for your firm. A strong organic search presence (as opposed to paid search), provides your site with stable traffic over many years, and the better your search ranking, the more traffic you’ll see to your site. In fact, if your site isn’t in the top three positions on Google, you’re not going to see much traffic. Here’s the latest research on site position vs percentage of people who click on your site:
This chart tells the story. 61.5% of all clicks are on the first three listings in the Google search results and 92% of all clicks are to pages that appear on Page 1 of Google. If your site isn’t at the very top of the organic search results, it’s going to be tough for your clients to find your firm.
OK. I’ll just run AdWords
The vast majority of “legal marketing” companies simply do that: they buy AdWords for your site. Voilà! Your site appears right at the top of the page, like magic. (Well, expensive magic, anyway.)
There’s one big problem with this: many people don’t click on ads. In fact, a good click-through rate for an AdWords ad is 5%. 94% of people click on organic listings, because they know that AdWords listings are ads. And now Google is labeling ads as ads, making it even more clear.
Don’t get us wrong: AdWords certainly may be an effective part of your advertising budget (if managed correctly), but organic rankings are always going to outperform ads.
If you would like a consultation on your legal marketing strategy, please contact us here or call us at (855) 780-1081.
For more tips on how to market your legal practice, please see our Complete Guide to Legal Marketing.