PPC vs. SEO
Recently I wrote an article talking about pay-per-click (PPC) as an adjunct to attorneys marketing efforts. While it can be beneficial in certain cases, it is by no means the first priority when it comes to online marketing in the legal space. Over the long term, organic optimization is superior and will give your law firm a much higher ROI.
I ran across this graph on www.seomoz.org. The graph does a great job illustrating the opportunity in the organic space , relative to what companies are spending on PPC advertising. Even though PPC only accounts for 12% of clicks, US businesses directed 10x more money towards PPC than organic web optimization.
You can see this disconnect play out every day in Arizona, as big advertisers in areas like criminal law and DUI spend close to 20k a month in PPC – chasing a narrow range of keywords. How many of those clicks are from salespeople like me? competitors? a phone bank in Bangladesh? The numbers are particularly galling when you realize a robust organic web presence can be achieved for a fraction of that spend.