Google and other search engines are important to optimize for if you want prospective clients to find you online. These audiences take more time to conduct research into attorneys before entrusting them with their cases, making it important for you to show up in searches over competing firms.
Search engine optimization (SEO) can help you appear in rankings organically, but you must supplement these efforts with high-quality paid ads. Through the Google Ads platform, you can target the kinds of terms that your audiences are using at every stage of the client journey, from the time they conduct initial research into their case to the moment they’re ready to schedule a consultation.
Unlike organic rankings, Google ads display search results in the form of ads either at the top or bottom of search engine results pages. They will appear similar to organic results, inspiring people to click on them when they come across them after performing a search.
With a strong Google ads campaign behind your brand, you’ll be able to further stay top-of-mind among audiences and differentiate yourself from competing firms and attorneys.