The internet is full of acronyms, isn’t it? As the owner of a website promoting your law practice, make sure you get two of them under your thumb: PPC and SEO.
PPC (Pay Per Click) and SEO (Search Engine Optimization) are the two major ways of driving traffic to your website. PPC is paid placement, while SEO is natural, organic placement. One costs money, one doesn’t have to. Both are important.
Two get the best results from both strategies, make sure your PPC campaign and your SEO campaign are working in tandem with the same sets of keywords. If you’re running an add on a keywords “X Y Z”, make sure the landing page it points to is optimized for “X Y Z”.
This helps your PPC ads become more “relevant” when Google decides who gets shown where on their paid ad listings, and also saves you money per click (the more relevant, the less you’ll pay).
It also means you just might get FREE organic traffic to land on those landing pages, just because they searched for “X Y Z” and your optimized page turned up.
The opposite is true, as well. If you’re paying to drive traffic to non-optimized pages with unfocused and cluttered content you’re losing money in several ways:
- You pay more per click (you’re less relevant).
- You get high bounce rates (you pay for a click that results in nothing).
- You receive little to no organic traffic (you lose potential income).
Take a look at the keywords that are important to your campaign, and make sure your site is ready before launching new ads that will drive up your operating costs.
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