SEO or Search Engine Optimization is an extremely crucial part of the online, digital marketing strategy for legal firms. It makes the site easier for visitors to navigate while gaining traction on Google whether it be through local, national, or international markets. The issue that you run in with generating organic search optimization campaigns is that they take a very long time to come to fruition. These types of campaigns should be regularly updated on a monthly basis to accommodate changes in the Google platform algorithm. Just getting up to speed with organic search and SEO can take anywhere from three months to a few years depending on the market you are looking to gain traction with via search.
On the other hand, PPC or Pay-Per-Click advertising is a method of digital marketing that takes advantage of the quick-result oriented sponsored-content model in which the law firm bids for a top spot on Google's search page. Whether or not it is more effective than a long-term SEO strategy depends on whether or not your advertising strategy and messaging are reaching the right audience at the right time. The experience that one gets from PPC is extremely useful but the strategy itself is unsustainable. Because 89% of the traffic you get from PPC would not have been attainable via organic search, it is more than likely that after the PPC campaign ends or when you run out of money in the budget, this traffic will similarly disappear. In this case, PPC is better used as a barometer for how well your message is reaching your core audience.