What are branded terms and how can they result in great legal marketing?

Yet another important aspect of a pay per click attorney marketing campaign is the concept of branding. This refers to taking ownership of your name, the name of your law firm, the names of other lawyers within the firm, and your website URL. Without claiming these words as your own, your competitors could potentially outbid you and take over these terms that apply specifically to you.

The concept of needing to bid on words that apply specifically to you may seem surprising to many attorneys. It may also seem odd that you will have to bid on your website URL when it already displays organically in a Google search. However, if your competition bids on these terms and wins, they may steal traffic that otherwise would have been driven to your content. Also, having your website appear twice in a search result list only improves the odds that the searcher will click through to the site. If your website does not appear on the first page of Google results on its own, having the extra listing through a pay per click plan puts the website front and center for potential clients.

What branded terms should you bid on as part of your legal marketing plan? Some of the words and phrases to consider include:

  • Your law firm’s domain name
  • Your law firm’s URL
  • The names of all attorneys in the firm
  • Common misspellings of all these terms

For a greater understanding of the concepts that contribute to a successful law firm web marketing strategy, contact a Great Legal Marketing. Fill out our online form or call our office today at 703-591-9829.
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.