SEO is a long-term strategy designed to generate leads for a legal firm round the clock, all year round, without the law firm seo expert ever needing to worry about the source of those leads.
On the other hand, SEM or Google Ads requires a daily budget to continue appearing in front of potential clients on search engines. SEM is a valuable tool for testing the market and understanding how potential clients interact with your law firm’s website. However, for law firms, SEM can be extremely costly. Depending on your selected keywords, a single click could cost over $100. If you’re converting at 5%, you might need to spend $2,000 ($100 per click x 5% conversion) before you acquire a client.
The goal of SEO is to reduce SEM spend and create a sustainable and cost-effective lead funnel for a legal firm. The more clicks you earn through organic search, the less you’ll need to spend on other channels to acquire new customers.