This is the question that a lot of law firms and lawyers are facing in the ever changing online marketing game. For most, the simplest way is to just pay for a CPC campaign and be done with it, which depending on your market and practice, can be very effective, or a huge ripoff. CPC is very risky since their is no real measure of ROI, nor is their any guarantee that your competitors aren't just clicking away on your ads until you are gone for the day.
More and more, searchers are coming to respect the organic search results and are looking right past the CPC advertisers on Google, Yahoo! and more. If you can achieve search results in the top 10 of your given keywords then you will be getting a much higher visitor rate than from the CPC campaign. SEO is not an easy thing to take on by yourself either, there is a lot of technical work that goes into it as well as a lot of written copy work. It is best to hire a firm that specializes in law firm marketing online or a web design company that also does SEO, such as www.lawpromo.com.
I hope this helps you a little and be sure and do your research before going with just anyone for your SEO efforts, this is your lively hood.
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