As an attorney, you find yourself in one of the most competitive markets when it comes to online marketing. Pay Per Click advertising especially is extremely competitive and it is very easy to lose money if you don’t have a solid plan. PPC ads are ads that you pay for on different search engines. The most popular forms of PPC are Google Ads and Bing Ads. On the search results page, these PPC ads appear towards the top of the page:

Search Engine Optimization (SEO) for your law firm can be a daunting task. There is a lot of time and effort that goes into your online success and the reality of the situation is you just want to focus on practicing law. Whether you just started your practice, engaged in SEO previously or are an established practice, it is important to invest into SEO because it will be considered a long term investment into the success of your law firm. 

In managing your criminal defense practice, you understand that there is no one size fits all approach to your clients. Each case type and each case is different. You probably tailor your defense strategies to your client’s unique scenario so that you can get the best outcome for your client in the courtroom. Your marketing should be tailored to the clients you are looking to work with and the cases you are looking to take on as well. In an industry that is one of the most competitive in regards to online marketing, you cannot afford to use an out of the box cookie cutter approach to your website and marketing efforts. 

Your digital footprint will let you know what the visibility looks like for your law firm in your market. Your digital footprint operates off of your Google My Business page and helps you understand the visibility of your law firm. The digital footprint report consists of 4,500 data points and represents where you rank depending on where the user is standing when they do a Google Search. Below is a report you should be running on an ongoing basis to understand the fluctuating nature of your visibility and to understand what your competitors are doing to satisfy the user.

The Google Search Engine page has stayed relatively the same over the last 5 years. Other than slight algorithm shifts, Google has only tested small color changes to the page to understand how they can improve user experience. Now in 2020, a big shift has occurred. Google has introduced Local Service Ads for lawyers and other service based businesses. Local Service Ads is a huge opportunity for small law firms across the country.