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How SEO and PPC Work Together for Law Firms

Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising are like fishing nets, capturing potential clients as they browse the internet, pulling them towards your firm with enticing bait (keywords) and reeling them in with strategic targeting and optimisation.

SEO is like a trawl net, casting a wide radius to catch a large audience. PPC is like a gill net, used to target specific species, targeting specific audience segments for immediate results. With the right combination of SEO and PPC techniques, your firm can have a steady stream of potential clients hooked and ready to convert into loyal clients. 

Want to know how SEO and PPC work together for the legal sector? Let’s dive in.

What is SEO for Law Firms?

Law firm SEO involves enhancing a law firm’s website and digital visibility to achieve a higher position in search engine results. 

This consists of implementing technical, creative and analytical strategies to improve website content and site structure, acquiring reputable backlinks and targeting appropriate keywords related to your firm’s areas of expertise.

An optimised law website ranks higher on search engines like Google, allowing potential clients to find and contact your firm, ultimately leading to increased leads, conversions and revenue. 

What is PPC for Law Firms?

PPC for law firms is a form of online advertising where you pay each time a potential client clicks on your ad. You’ll find PPC on search engine results pages (at the top), social media platforms and other websites. 

With PPC, you target specific keywords and demographics but only pay for the clicks they receive. The ad’s quality and relevance, keyword popularity and your budget determine the cost of each click.

Why SEO and PPC is important for Law Firms

SEO is takes time to produce results with ongoing efforts needed to improve rankings. PPC provides immediate results but costs more money up front – once you stop paying, your website traffic dwindles.

SEO and PPC should be used together because when a law firm ranks highly organically and has paid ads at the top of the page, it is more likely to be seen by potential clients.

For example, a law firm specialising in divorce law can use SEO to optimise its website for keywords like “divorce solicitor” and “child custody lawyer.” It can also use PPC to target ads to reach people who have searched for these keywords on Google.

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How SEO strategies work for Law Firms

By consistently implementing these strategies, your law firm can increase its online presence and attract potential clients who are actively searching for your legal expertise:

  • Keyword Research: The first step in SEO is identifying relevant keywords and phrases that potential clients use to search for legal services. These keywords should be strategically incorporated into your website content, meta descriptions and image tags to improve your site’s relevance and visibility.
  • Content Creation: You can create blog posts, articles and other forms of content with specific keywords and structures whilst demonstrating your expertise in your practice area. You can also optimise for local search, so when a potential client types in “Child law Solicitor in Manchester,” for example, your family law website will pop up (for what area/s you operate in).
  • Local SEO: If you want to boost your online presence in location-based searches further, consider implementing local SEO techniques like enhancing your Google Business Profile, creating content specific to your area and gaining mentions on relevant local websites.
  • Mobile Optimization: Your law firm’s website should be optimised for mobile devices. This includes having a responsive design, fast loading times and mobile-friendly content. Why? Over 50% of web traffic comes from mobiles!

  • Link Building: When other websites link to yours, it shows that you are a trusted and authoritative source of information. This establishes credibility in your industry and boosts SERP rankings.

How PPC strategies work for Law Firms

PPC (Pay-Per-Click) strategies utilise targeted advertisements on search engines like Google and Bing, and social media platforms like Facebook and LinkedIn. 

These advertisements are based on relevant keywords and phrases specific to your law firm and its services. When someone searches for a related keyword or phrase, your firm’s ad appears at the top of the search results, labelled as “sponsored content” or “ad.” 

You’re charged a certain amount each time someone clicks on the ad, hence the name “pay-per-click.” PPC strategies also allow you to target specific locations, demographics and behaviours, ensuring your ads reach their desired audience. 

Such a targeted approach attracts potential clients actively searching for legal services who are more likely to be interested in your specific practice areas. 

Another advantage of PPC is the ability to track and analyse ad performance. These metrics help you decide which keywords and demographics drive the most traffic and conversions, allowing them to refine your strategy for maximum impact.


Can you use PPC and SEO together?

Yes, PPC and SEO can be used together as part of a comprehensive digital marketing strategy. These two separate tactics complete each other, ultimately driving more quality traffic and conversions to your website. 

By targeting the same keywords through PPC and SEO, your business increases its chances of appearing in top positions on SERPs, augmenting clicks and conversions.

PPC and SEO data also inform each other’s strategies. For example, PPC data on keyword performance, ad headlines and other factors can help guide SEO efforts. In contrast, SEO data on keyword rankings and website traffic can inform PPC targeting and optimisation.

Does SEO or PPC have a greater ROI for Law Firms?

Generally, SEO has a higher ROI for law firms than PPC because it’s a long-term investment that generates organic traffic to your website for years to come. Once your website is out there, it is discoverable time and again.

On the other hand, PPC is expensive, especially if you’re targeting competitive keywords, and it only lasts as long as you can afford it. However, PPC is a good tactic to attract specific clients immediately. 

Truthfully, it’s a bit of a trick question as you should use both unless budget is an issue, in which case you’ll want to weigh the pros and cons.

The pros and cons of SEO vs PPC for the legal sector

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SEO Pros

  • Long-term investment: Once you start ranking for relevant keywords, you’ll continue getting traffic to your website for years, even if you stop investing in SEO.
  • Builds brand awareness and authority: When your website ranks well in search results, it shows potential clients that you’re a trusted expert.

SEO Cons

  • Takes time: Ranking for competitive keywords can take months or even years.
  • Complex and time-consuming: You’ll need to invest time and resources into creating high-quality content, optimising your website for search engines and building backlinks.
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PPC Pros

  • Generates quick results: You can immediately start seeing results from your PPC campaigns.
  • Highly targeted: You can target your ads to specific audiences and keywords, which means you’re more likely to reach people interested in your services.

PPC Cons

  • PPC is expensive: The cost of PPC ads can vary depending on the competitiveness of the keywords you’re targeting –  sometimes, it can cost hundreds per click.
  • Campaigns must be managed and optimised regularly: You need to monitor your spending and results and adjust your campaigns as needed.

How do you know whether your law firm should invest in SEO and/or PPC?

As a rule of thumb, you should invest in SEO first because its impact lasts longer, and then PPC. However, there are a few circumstantial considerations:

  • Your budget: SEO and PPC can be expensive, but SEO is typically a long-term investment. PPC can generate results more quickly, but you will need to continue to spend money on ads to maintain your visibility.
  • Goals: Do you want to increase brand awareness and generate more leads over time (SEO), or do you need immediate results (PPC)?
  • Competition: If several competitors already have an established online presence, it will take more time to gain traction with SEO alone. In this case, a PPC campaign momentarily levels the playing field.

Let Tao Digital take care of your SEO and PPC

Like expert fishermen skilfully select the perfect net to catch their target, our team is skilled at utilising SEO and PPC to attract potential clients to your firm. We have a case study, featured on the huge SEO platform Moz, about how we increased a Law Firm’s leads by 174%!

Don’t delay – reach out to us now and let us help you bring online success to your law firm.