SOLVING THE PAY PER CLICK PROBLEM BY GETTING INTO THE ORGANIC LISTINGS
I blogged last month about the legal client who setup his own Google adwords account and made the mistake of bidding to high and wound up paying $39 for one click for the keyphrase of "chicago estate planning lawyer".
We wound up getting the cost down to $1.30 per click BUT the best solution to that problem is getting listed in Googles organic or free listings or what I call "the gift that keeps on giving". It takes time and effort to get listed in the top 10 at Google but we have achieved this and the client is now #7 for chicago estate planning lawyer, as well as #3&4 for chicago wills, #3 for chicago estate planning, among many others.
Its a good idea to still maintain the pay per click listings though because it gives the law firm more overall exposure at Google, but its not as important now and can be cut back on.
The best way for a law firm to get good rankings in the Google organic listings is by having good content, content that changes, listings at the key directories and links from other high rankings legal sites. If your law firm wants to achieve long term results in the search engines, contact me.