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Legal Marketing

about our cases, news of the day, or just something we find interesting. We ask our readers questions. Our blogs are posted on the firm and attorney’s “professional” Facebook pages, and teasers about them are tweeted.Weemploy a marketing company to “spread” our blogs via social media. We want to be seen as real, approachable lawyers with views and interests just like our audience’s. Another big value of regular blogging is that it fills your site with new, fresh content, the aphrodisiac of search engines.

Using Google Tools & Properties Google’s bottom line is making more money. That

happens by continuing to be the primary search engine that consumers use. Google rounded up several tools and properties including website analytics, AdWords, and YouTube to name a few. In other words, they are the driving market force on the Internet.

“Pay-Per-Click” (PPC) for Success Google earns $40 billion a year on pay per click.

They want it to work—and charge you for the privilege. When a person searches for a term on the website, ads come up on top of the organic listings and on the side. The click can cost pennies or many dollars (for instance: $24 per click for Medical Malpractice&$29 for Medical Malpractice Attorney). Check out the cost for various key words. The argument has been made that “people know

they are ads and ignore them.” Research indicates that 45% of people don’t know the difference and click on an ad if it is relevant. From our own experience, an ad will have twice as many clicks as an organic listing. You build your own ad and—depending on how much you pay for it—top placement as well. Each time

someone clicks on your ad, the search company charges you the pay per click rate you agreed to: the more competition there is for your search term, the higher the fee. PPC is not mandatory in SEO, but it does help. A

campaign can also get out of hand. A Google Adwords Certified Company can build a campaign with the best message, best times of day for it to run, and geographic and demographic targets you need to get the most out of your campaign.

The Bottom Line A website that isn’t optimized for search engines is

a waste in terms of marketing, sort of like boxes of expensive law firm brochures languishing in a storage unit. A website is a flexible tool with near unlimited uses if you take the time to understand how search engines work. If you don’t have the time, hire someone who does.#

Biography Robert K. Jenner is a Partner at Janet, Jenner &

Suggs, LLC, with more than 28 years of experience representing injured consumers nationwide. Mr. Jenner leads the firm’s Mass Tort Division. He has been honored by Best Lawyers on five occasions and was selected for inclusion in The Best Lawyers in America for Mass Tort Litigation / Class Actions – Plaintiffs and Personal Injury Litigation – Plaintiffs for 2014. He was also named Best Lawyers 2013 Lawyer of the Year and the Baltimore Mass Tort Litigation / Class Actions – Plaintiffs “Lawyer of the Year.” Mr. Jenner is a past president ofMAJand an active member of the American Association for Justice.

Trial Reporter / Winter 2014 13

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