Legal Marketing SEO & PPC Primer

How to navigate the saturated SEO keyword marketplace and get in to the cost-prohibitive PPC (AdWords) market. Actionable steps and strategies in this episode.

What you’ll learn in this episode:

  • The difference between SEO & PPC
  • How to use super local and other websites to crack into page one rankings
  • How to use super local and super niche to get competitive in PPC, without breaking the bank
  • When and how to use SEO and PPC to generate more leads.

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Further Reading



Navigating the highly saturated SEO market in the highly expensive PPC market, uh, this week on our legal marketing segment.

Hey, my name is Bill Rice. I’m with Kaleidico, a digital agency that’s focused specifically on lead generation. And this week we’re talking about SEO and PPC as it applies to legal marketing specifically and law firms and individual attorneys. Um, this is one of those areas, um, that there is a ton of competition, uh, and this market is only getting harder and harder, uh, to be competitive in. So this week I’m going to break all that down and give you some individual tactical and strategic ways to get into both the sec or sec, some strategic and tactical ways to get into the SEO and the PBC market, uh, without breaking the bank or your budgets. Okay. So let’s talk about SEO and PPC a specifically.

So let’s start to break down and kind of understand SEO and PPC as it pertains to legal marketing and the legal industry. Uh, these are two areas of digital marketing, uh, that in a lot of industries have become highly competitive. Uh, and the individual companies that are participating are getting more and more skilled. So you as a law firm or an attorney who hasn’t been, um, focusing on digital, uh, and there’s a lot of you, uh, it could feel like it’s really difficult to get into the game and you know, uh, as I do all of the attention around you and if you just kinda look around the room, uh, take a look at people, uh, in restaurants, take a look at people walking down the street. Unfortunately, take a people, take a look at people commuting, uh, down the highway next to you. They’re all inside of and super focused on their mobile phones.

So we need to get into this game. The question is how do we go about doing it? So when we talk about SEO and PPC, a just by way of definition, a SEO is search engine optimization. And the whole goal of that is to, um, do our best to create content that Google feels is the best response. Um, to the type of searches that people are doing on the Internet. Um, so if you’re in the business of personal injury and you, um, help those who have been in truck accidents, um, then potentially you want to create some content that Google, um, would think is kind of the best around understanding how to deal with a truck accident from a legal perspective. Um, and so that’s kind of how SEO works. Again, you’re trying to build some content that could be a combination of, of words and videos and other media types, but trying to kind of create the best piece of content for that particular search.

Um, so that you can go to the first page and when, when those people needing a assistance do that search, uh, they will quickly find your particular law firm. On the flip side, we have a PPC, which is pay per click, very similar concept except, uh, Google gives us the opportunity to actually pay for that position. So instead of having to wait for our content to kind of get into a position or even, uh, potentially, uh, to create the content that will kind of be the best in the market, so to speak, uh, there’s a little bit of a shortcut that we can take. Uh, although, uh, we are exchanging money, uh, for time resources and in some cases, um, the actual talent to create, um, that highly competitive content. Um, we can actually create a landing page with whatever content, uh, and direction we have available for that person looking, uh, for that search or making that inquiry.

Uh, and we just simply purchase, um, that position and as a result that click. So every time someone sees us in the search, they click on it, that click, we actually pay for it. Um, so in both cases, uh, there are two challenges, uh, in the case of SEO, the challenge is simply being able to create content, um, in a very competitive space that Google will index, uh, and then ultimately rank on the first page for something. Uh, that is a relevant search that would tend to indicate that person needs legal assistance from me. Um, so that challenge is just simply one of skill. Uh, to some degree. There are resources behind that. You’re going to probably have to pay for that content, uh, to kind of write it yourself is going to be challenging. And then of course the technical ability to even understand, uh, what is the best sort of content or the most effective content to write to get the most from your dollars, um, is kind of a super refined skill.

Um, and then the second piece on the PPC side of things, um, the, the, again, there is a cost associated with that. It’s highly ped, competitive. So there needs to be some skill and trying to kind of find pockets in the market that are more affordable. And then from a design perspective, making sure that you’ve created a landing page that is super effective. So when the person actually comes there, they feel like they’re getting a, their need and their search satisfied, then kind of are willing to take that next step, um, to fill out that form or make that phone call and become a lead for you. So that’s kind of what it is. That’s the challenges. Now let’s talk about potentially, uh, some tactics, strategies to get in the game. So from the SEO perspective, um, it’s a little bit easier than you might think, um, to just try to, instead of boiling the ocean for a large, uh, concept like maybe truck accidents or something like that, is to focus on some very, um, highly niched specific areas that you probably are the best source of information for.

Um, and so again, since most of you get a lot of your business from referrals, now the first thing that I always like to leverage, um, is the firm name, uh, and the individual attorney’s names. So most of your referrals are happening just kind of word of mouth. Hey, you should reach out to bill rice. Um, he, you know, helped a cousin with a truck accident, um, injuries and, and insurance issues. Um, you should check him out. Uh, and then what happens? They go and they search for that. So I’m trying to make sure that you’re in a good position for your individual firm name, which is part of that referral. Um, your, uh, individual attorney’s name, which again, probably the top referrer, most of our analytics with our clients, with our legal clients, uh, we’re seeing some of the most frequent in the largest traffic volumes coming in through searches for particular attorneys.

Um, and then the second part of that, again staying kind of very niche focused, is to add those practice areas or those legal areas and challenges that people may be running into, uh, and using that as a modifier. So bill rice and truck accidents, uh, the law firm and particular practice areas, again, um, whenever you have those two together, uh, in Google’s mind, if people are doing those searches and it’s going to be a relatively low volume. So we’re just kind of getting in the game right now. Uh, but it’s also gonna help your referrals, uh, get in faster, cleaner, easier, those things, you are the best authority for it. So you should almost immediately rank, uh, for those type of searches. And then as we start to kind of build our search strategy out, uh, beginning to then, uh, look geographically, um, to then add some geographic constraints to that and talk about those particular practice areas, um, and that particular firm in the context of the geography, uh, that they can assist with.

So a lot of times your firm will have maybe multiple offices, but there’s some geographic, uh, sort of concentration to it. And again, with those modifiers, uh, again, you can potentially, uh, rank very high and from a Google, from Google’s perspective, uh, you are the best source of that. This is where other things like, um, Google my business and Yelp and some third party sites become really important to get your, uh, structure in there. The other piece, uh, to this, uh, is the actual legal directories themselves. So there’s a lot of legal directories that you can buy into and they have a tendency to already own the rankings because they’re professional marketers for, you know, the top 10 attorneys in are the top 10, a professor, uh, personal injury attorneys in Chicago. Um, so those kind of modified lists, search and very typical searches for people because they’re looking for the best.

Um, those are often already owned by some sort of directory service. So this is the, uh, Vyos and, and, and those kind of listing services. So I advocate you taking advantage of that cause most of those you can actually one get in there, uh, for free. And then if you have a little more budget, I would highly recommend this. This is a good expense is to actually, uh, pay to increase your positioning in those lists. So you have the ability to buy kind of a featured position. Again, you’re essentially buying your way into an organic search. Um, that from a searcher’s perspective has a lot of credibility because it lists the best firms. Um, and if you believe that to be you, um, it is something that you can get into. So that’s Kinda how you break into that SEO market. Now let’s go over here and look at the PPC market.

A lot of the strategies that I just talked about, uh, apply very well in the PPC market. So by taking your actual searches that you’re bidding on and starting to niche them down, uh, to individual sort of geographic areas, um, and, and potentially even bidding on some of your more popular or more well known or the the ones who are getting more sort of press mentions. Um, those actual attorneys you can for very cheap, make sure that you bring in your branded searches, um, and your individual sort of branded attorney searches, uh, and some of those modified terms. And then you can take some of the more competitive terms, figure out what our, what we call long-tail or sort of longer searches, uh, that are more niche down in a lot of cases, create a better lead. Um, and then going after those, cause potentially there are less people bidding on that.

So the really big firms that have been in this game for awhile and have built up the ability to sort of bid broadly, uh, against these highly competitive terms and pay a lot for them because their system is highly efficient. Um, they’re actually building on those bigger terms and so you can kind of sneak in and find these little pockets, uh, of smaller sort of long tail, but ultimately create a, a lot of times a higher quality leads. So hopefully that’s been helpful to just kind of understand the difference between SEO and PPC. Uh, and if you’re just going to getting into the game for the first time or you’re trying to, to improve, um, something that’s maybe frustrated you maybe been working on SEO and you’ve been working on PPC, uh, and you just haven’t been getting the results, uh, that you were hoping for.

Hopefully that gave you a little insight on how you can kind of go about getting into the game and performing better. Uh, hope that was helpful. Uh, we do this each and every week. So I would encourage you to do a couple things for us to help us out. Uh, one, if you liked this video, please hit the thumbs up and like button. Uh, that’ll help us make more of these and get distribution on this so more people can be impacted by, um, the training that we’re giving here, uh, for free. Um, and then, uh, if you again, want to get each and every one of these as they come out weekly to improve your game, uh, your legal marketing encourage you to hit the subscribe button and then a little bell will come up and hitting that bell button, uh, will actually notify you each and every time we go live or we share a brand new video. So hope to see you next week. Um, again, become one of our subscribers. Um, leave a comment down there. I’m super involved in that. If you’ve got very specific questions, I would love to hear them and we’ll dig into that and we’ll see you guys next time.

About Bill Rice

Bill Rice is the Founder & CEO of Kaleidico, a digital agency. Bill specializes in providing law firms, attorneys, banks, and emerging technology clients with lead generation strategies enabled with content marketing, SEO, PPC, and email marketing.

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