If you’re a frequent user of Google's search engine, you’ve likely noticed the ever-growing presence of paid advertisements on search results. It’s no secret that these top advertising spots tend to cost a lot of money for businesses to purchase and upkeep. Because of this, it can be daunting for solos and small law firms to strategize how to keep up with their local competitors without sinking all of their marketing dollars into ads. As a small business owner, a minimal – or nonexistent – paid advertising budget is not a death sentence for your site’s search engine visibility. Instead, attorneys simply need to approach digital marketing strategy differently than their deep-pocketed competitors.  In this episode of the Law Firm Marketing Decoded podcast, we review the difference between organic versus paid web traffic, the cons of paid advertising for small law firms, the fundamentals of content-based SEO, and how you can begin to incorporate a paid advertising strategy into your current digital marketing budget.