The two SEM methods are completely independent (i.e., PPC listings have no influence on organic rankings). PPC offers immediate ranking power to the highest bidder listed under the "sponsored" results but provides no benefit once the click budget is exhausted - meaning that PPC accounts have no bearing on organic ranking positions. Organic results take longer to achieve but once achieved are resiliant, hold higher perceived status, and result in higher conversion rates (sales).
Digital Law Firms believes both organic and pay-per-click SEM practices are important and both depend on keywords. Pay-per-click advertising places your firm immediatley in the top position on the list if you bid high enough for the clicks. Achieving top organic search engine ranking is most influenced by relevant backlinks from related industry websites. This judgment of relevence is based on keywords and is made by the search engine programs ("bots", "crawlers", "spiders") that scan web page content and index the rankings.
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Digital Law Firms offers a PPC Management Service to manage clients PPC campaigns. However, Digital Law Firms'™ main focus is building our clients' longterm organic search engine rankings through our Search Engine Optimization (SEO) services, our International Law Publishing Network, which includes Digital Law Firms'™ Legal Blogs and blog aggregators covering all major law practice areas, as well as our network of prime .mobi law domains on the emerging Mobile Web.
- The top organic positions are the positions of the highest perceived status.
- Organic or natural search results have a 400% higher click-through rate than the pay-per-click or "sponsored" listings that appear just above them.
- The top organic search engine results have a higher perceived credibility, and that leads to higher conversion rates (sales and revenue).
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