What is the Difference Between Paid and Organic SEO for Your Law Firm? 

When people search for a legal service online, two different ways to gain visibility with the search engines are available. One way is to pay for a paid ad and the other is to optimize your site for organic rankings. The question is, which is better? 

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Both can be effective in bringing clients to your firm. The right strategy for your firm depends on the type of casework your practice does, your capacity, and your budget. 

A lawyer may choose to use a paid ad campaign in order to quickly bring in new cases or clients. The advantage of this type of marketing is that it is highly targeted, allowing a law firm to reach potential clients who have a specific need for their services. For example, a personal injury lawyer can target only accident victims who are in need of an attorney to represent them. This helps to avoid paying for clicks from people who are not interested in your services. 

However, a paid ad campaign can be expensive, especially for law firms that need to scale quickly. For example, a car accident lawyer could pay hundreds of dollars for a single click to their website from someone searching for “car accident lawyers”. This can add up quickly and make it difficult for a law firm to scale efficiently. 

Organic search, on the other hand, is a long-term investment in your firm’s visibility and can deliver a higher ROI than paid advertising. Organic search includes all activities that help your law firm’s site appear in the natural results of a search engine (Google, Bing, etc.). These include on-site SEO, which focuses on the optimization of your law firm’s home page and deeper pages, as well as off-site SEO, which includes activities like link building and keyword targeting. 

A good law firm SEO agency can develop a comprehensive, multi-faceted organic search strategy that maximizes the impact of each activity on your site’s performance. In addition, an experienced SEO firm knows that in order to succeed in a competitive market, it is important to coordinate activities across all marketing channels. For example, a social media strategist can create compelling content that can be shared on Facebook, and an SEO specialist can repurpose the content for other online platforms. 

The answer to this question is that it is best to pursue both a paid ad campaign and an organic search strategy simultaneously. Both can support each other and help your firm achieve its online visibility goals more quickly. It is also important to understand the limitations of each channel and work within your firm’s capabilities, capacity, and budget.