The decision to pay for branded search terms, also known as branded keywords, is dependent on various factors and goals specific to your law firm. Here are a few considerations to help you make an informed decision:
Brand awareness
If your law firm is relatively new or lesser known, investing in branded search terms can increase brand visibility. It ensures that when potential clients search for your firm’s name or related terms, your website and information appear prominently, helping to establish your brand. One of the reasons why you should consider investing in branded keywords is that it lends credibility and professionalism to your law firm, especially if you have a lot of competition.
When potential clients see your firm’s name prominently displayed in search results, it instils credibility, making them more likely to consider your services. So, if you are thinking Should my law firm pay for branded search terms? the answer is yes.
Consider the competition
Assess the level of competition for your law firm’s name or branded terms. If you operate in a highly competitive market where competitors might bid on your branded keywords, it may be necessary to secure those terms to maintain a prominent online presence and prevent competitors from diverting traffic away from your website making you lose conversion on potential leads.
Cost vs. benefit
Evaluate the cost-effectiveness of paying for branded search terms. Compare this with other marketing strategies and channels to determine if investing in branded search terms aligns with your firm’s marketing budget and goals.
By conducting a comprehensive analysis, it will be easier for you to decide on whether paying for branded keywords is beneficial to your law firm or you should consider the various marketing avenues at your disposal especially if you do not have a lot of resources to be allotted on your firm’s marketing campaigns.
Organic ranking
Consider your firm’s existing organic search rankings for branded terms. If your website already ranks highly in organic search results for your firm’s name or related terms, paying for branded search terms may not be necessary. However, if your organic rankings are lower, investing in branded keywords can ensure greater visibility on search engine results pages (SERPs).
When potential clients search for your firm’s name or related terms, the paid ads associated with your branded keywords can appear prominently at the top of the SERPs, even above organic search results. This increased visibility can be particularly advantageous when competing against well-established or larger law firms that already hold dominant organic positions.
Conversion Tracking
Ensure that you have the ability to track and measure the effectiveness of your branded search term campaigns. Implementing proper tracking mechanisms, such as conversion tracking and analytics tools, will help you evaluate the ROI and assess the impact of paid search campaigns on lead generation and conversions.
Ultimately, the decision to pay for branded search terms should be based on a careful analysis. Consider consulting with a digital marketing professional or agency specializing in law firm marketing to get a more tailored and informed perspective.
