Law firms often look at their SEO investment in terms of increased rankings, web leads, phone calls, and other measurable improvements. But there is another way to look at your SEO investment, the pay-per-click value.

The pay-per-click (PPC) value looks at these elements:

1) Your search engine rankings in Google, Yahoo, and Bing.

2) The cost-per-click (CPC) for those keywords at their current position (i.e.,...