Lawyer online marketing must begin with effective search engine optimization (SEO).  There are many different ways to market your legal practice online – some more effective than others.  If you are looking for the form that provides the highest return on investment then you need to focus on search engine optimization. 

 

Search engine optimization is a series of tools and practices that help your website score better in the mathematical formula that the search engines use to determine which websites appear (and the order they appear in) when someone is doing a search online for a lawyer.

 

SEO is how your website appears naturally in the search results meaning in the non-paid section.  Most consumers are savvy enough to know the difference between paid listings and the natural listings.  Because consumers equate natural placement with quality they are more likely to call an attorney that natural appears on the first couple of pages of the search results.

 

Unlike other forms of lawyer online marketing, search engine optimization does not require you to pay every time someone sees your ad or clicks on an ad.  There are no budget limits or click limits which means it offers the highest return on investment.

 

A good lawyer online marketing program starts with SEO and includes other forms of marketing including social media marketing and online public relations.  It is important to understand how these work independently and together in order to have a comprehensive online marketing plan.

 

It is also a good idea if you are hiring a company to handle your lawyer online marketing that they understand the special rules and regulations attorneys face.  Some companies are headed by current or former attorneys for this very reason.  You should probably ask about those types of issues prior to selecting the company to handle your online marketing.

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