Legal Marketing Specialist Push Organic Search As Key Target

A new search engine study has just come out to confirm what the law firm search engine optimization specialist at the Legal Marketing Advantage have saying for some time. Organic search results perform better than paid searches. If you have been involved in online law firm marketing in a big market for the past year or so you may have also noticed the decline in clicks and mammoth rise in the price of each click on pay per click networks particularly in Google AdWords. The new study verifies that organic search wins over paid search not only in the legal field, but in the majority business fields as well.

The latest search engine testing was done by User Centric and proved without a question the increasing importance of SEO for all businesses that desire to gain customers from the online marketplace. User Centric used their eye tracking technology to analyze leading search engines (Google and Bing) through the eyes of the user. The study found that every single person (100% of the individuals) doing a search in the study looked at the organic search results on both Google and Bing. When that was evaluated to the right-hand paid search ads, where only 28% and 21% of users glanced at these on Google and on Bing (respectively), the organic search results were the clear victors.

The study also showed that the users not only concentrated on organic search results more frequently, versus paid search results, the users spent significantly extended times viewing the organic search results. Basically they viewed a website that comes up in the normal results longer than the ones in the paid results. This leads us to think that internet users are learning to overlook the paid ads more as the majority of Internet surfers become more search savvy.

Corey from Legal Marketing Advantage says, “This means that your SEO work will be more significant than ever and can gain more results for your law firm. The fact is it takes longer and takes a more significant effort to rank well on the majorsearch engines like Google and Bing through organic efforts but the pay off in the long run will be much more advantageous. Now does this mean that pay per click is obsolete? Not especially.”

Corey goes on to say, “Even with the results of this report showing the significance of SEO, the top three paid ads can get a lot of results BUT the price per click in the main legal areas can be outrageous. The price and return on investment are going to vary significantly depending on what market you are after and what portion of law you wish to focus on. Some PPC campaigns can still be very successful if a law firm marketing company really understands what they are doing. Then on the other hand on occasion PPC prices are dirt cheap but it usually means consumers are not searching for those particular terms.”

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