Time was, and the time wasn't that long ago, when the average citizen looking for a lawyer would thumb through the Yellow Pages (remember them?), where smart lawyers with the wherewithal would place large display ads to distinguish themselves from firms' names in the small, and not-so-easy-to-read, strictly alphabetical listings.
Let Clients' Fingers Do The ... Clicking
Now, in the Age of e-Commerce, the fastest way to find a lawyer is to Google one, or to use online lawyer-finder tools such as those that companies like ALM, the owner of e-Commerce Law & Strategy, offer. With that change has come a new challenge for enterprising attorneys: How to get their names to the top of the 5.76 million spewed back when a user queries for, say, "New Jersey divorce lawyers." <br/>The answer is sponsored links: paying Google or Yahoo!, or other Web search engines, for prominent placement when a user types in a specific term. It's an auction-like system in which the most aggressive advertisers can claw their way to the top, and reap the benefits of being there.
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Charles ToutantThis premium content is locked for LawJournalNewsletters subscribers only
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