About | HeinOnline Law Journal Library | HeinOnline Law Journal Library | HeinOnline

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

What Is HeinOnline?

HeinOnline is a subscription-based resource containing thousands of academic and legal journals from inception; complete coverage of government documents such as U.S. Statutes at Large, U.S. Code, Federal Register, Code of Federal Regulations, U.S. Reports, and much more. Documents are image-based, fully searchable PDFs with the authority of print combined with the accessibility of a user-friendly and powerful database. For more information, request a quote or trial for your organization below.



Short-term subscription options include 24 hours, 48 hours, or 1 week to HeinOnline.

Contact us for annual subscription options:

Already a HeinOnline Subscriber?

profiles profiles most