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33 Law Prac. 48 (2007)
Advertising on the Internet - How to Build Online Awareness for Your Law Practice

handle is hein.journals/lwpra33 and id is 118 raw text is: BY RICHARD P. KLAU, DEBORAH McMURRAY & GREGORY H. SISKIND In this preview from the third edition of The Lawyer's Guide to Marketing on the Internet (forthcoming from the ABA in 2007), the book's authors define the basics of advertising on the Internet, building online visibility and much more. T oday, advertising on the Internet takes many forms. Advertisers can launch new services, promote a brand, sell a product, or simply direct visitors to their Web sites. When used well, adver- tising online can acquaint new prospects with your law firm, reinforce brand association, grow traffic to your site, and capi- talize on time-sensitive topics to link your firm to current events. Successfully capitalizing on these opportunities requires an understand- ing of each form of advertising, the various models involved, and where to place the ads to achieve the desired results. Paid Search First, let's focus on how to use advertising-or paid search-to drive visitors to your site. When you type a search into Google, there are potentially three sets of results. (See Figure 1, at right.) s The first set of results, highlighted in gray, are called sponsored links and they are paid results. A search for law firm (an overly generic term) shows two law firms who've paid for the right to be in the top two spots in this box. * Immediately below that, in the center of the screen, are what are called organic results. These results are purely a result of Google's Page Rank algorithm, which evaluates your search terms and matches them to the pages believed to be most rel- evant out of all Web pages containing those terms. 48 March 2007 Law Practice