Understanding Search Engine Marketing

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SEM (search engine marketing) is a form of internet marketing which consists of two branches PPC (pay per click) and SEO (search engine optimization). It is one of the most effective ways of expanding a business that is within a competitive field. SEM is an extremely powerful marketing tool that allows the potential clients to actively pursue what the business has to offer. It is a form of inbound marketing which is customer-centric and is more convenient for both the business and your potential customers.

What is SEO?
SEO stands for Search Engine Optimization. This is the practice of maximizing the number of users to a particular website by guaranteeing that your firm’s website appears high on the first page of the search engine’s results.

A 2014 study from Advanced Web Rankings revealed that :
-Over 67% of clicks go to the top five listings of a search engine results page
-Whilst websites that appear on the first page receive nearly 95% of traffic
-The rest of the SERPs (search engine result pages) only receive 5% of traffic

These statistics just highlight how important it is to incorporate SEO into your business marketing plan. Is your business website one of the first results to show up? If not you need some SEO SOS.

How can SEO help your law firm?
SEO can help you improve your search engine rankings, which has the potential to improve your firm’s reputation and online presence. In order to appear among the first organic listings, you have to create content that both attracts Google’s algorithms and your users. You will have to invest a considerable amount of time and money in order to create high-quality content that is worthy of appearing on the top listings. However, in order to retain your position as the top-ranking, you will have to maintain and invest time in producing new content that serves as tangible resources, so that you are constantly receiving new and more traffic.

When SEO is combined with PR you can truly maximize your results. An example of this is through link building. Once you have earned links from prestigious websites this will open the doors for publications and influencers to advertise and talk about your company. This is another effective way of distributing your content to potential victims and clients.

How can you compete for organic traffic?
It is evident that there are many challenges when trying to rank highly on a relevant industry search. Here are a few examples of SEO tools that could help your company:

Search for long-tailed words
The lower the competition of the keyword the better. Make sure to find a keyword that is also specific to the type of service that you offer.

What questions are your target market asking?
Recognize the most frequent questions that are asked and answer them through articles or blog posts on your website. This will build up the content of your website which makes it easier for your website to be recognized and therefore more accessible

Rearrange or Rewrite title tags and meta descriptions
Make the preview of your website compelling so that you increase your chances of your CTR (click through rate).

Make sure your website is properly set up
The organization of your website is extremely important. The presentation of your website will be the first impression that your user will get, which will give them an insight into the firm’s reputation and image.

What is PPC?
PPC stands for Pay Per Click. This is a non-organic form of internet marketing that allows the advertisers to pay every-time their ad is clicked on. It is non-organic because you are buying your traffic instead of earning it organically. Through PPC your firm can leverage search engine traffic by paying or bidding for keywords that are related to the niche of your firm. PPC’s true value lies in its expansiveness and speed. It is the most effective method to create exposure and to build brand awareness especially when you are starting up a new firm.

When done correctly both PPC and SEO can get your firm on the front pages of the search engine. However, it should be noted that PPC is more effective for products than it is for service companies and in this case for law firms. On the other hand, when it comes to the long-term lifespan of your internet marketing, SEO offers better value in search marketing. It is the most affordable and beneficial form of marketing for your law firm.



  • Traffic built over time
  • Instant traffic booster
  • Long-lasting effects/credibility
  • Short-term effects
  • Short time efficiency
  • High time efficiency
  • Fixed cost (not dependant on clicks)
  • Cost dependant on clicks
  • Increases value of your business
  • Fewer development resources needed
  • Top 3 rankings on SERPS was seen by 100% of users, 4th rank 85% and 5th rank by 60% of users
  • Top PPC ads are seen by 50% of users and further down the page is seen by 10%


Which program should I invest in?
Both programs have shown how important it is for your company to invest in an effective marketing strategy. Here at ST8, we are a company that strikes the balance and maximizes each program. We can offer our services to provide your operation with a long-term effective marketing strategy, that will build your reputation and increase your online presence.