Search Engine Marketing (SEM) refers to actions that increase the position or ranking of web pages in Search Engine Result Pages (SERPs).
The internet is the largest informational resource ever compiled.
So large that it requires interactive tools referred to as search engines to find, organize, rank and display results to information inquiries in the form of keyword searches.
Search Engines have come to be the trusted advisors of 21st century information seekers. Perhaps the fact that they are driven by mathematical algorithms rather than subjective human judgment leads to perceptions of higher credibility.
To the general population, organic search engine rankings are accepted as professional power rankings.
Your webpage’s ranking, or judgment of relevance, is based on keywords. This judgment of keyword relevance is made by the search engine programs ("bots", "crawlers", "spiders") that scan web page content and index the rankings.
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Organic (SEO) vs. Pay-Per-Click (PPC)
There are two separate and independent SEM methods (i.e., PPC listings have no influence on organic rankings).
Both SEM methods depend on keywords.
- Pay-Per-Click (PPC)
- Appear in a shaded box identified as "sponsored" results
- Immediate short-term benefit
- Ranking is dependent on bid amount
- No control over quality or quantity of clicks
- No connection to organic ranking
- Organic or natural results (SEO)
- Higher perceived status
- Higher credibility
- Higher click-through rates
- Higher conversion rates (sales)
- No cost per click
- Take longer to develop
- Lasting organic ranking effects
Achieving top organic search engine ranking is most influenced by relevant backlinks from related industry websites – and the keywords the backlinks contain. |
Digital Law Firms offers a PPC Management Service to manage clients PPC campaigns. However, Digital Law Firms' main focus is building our clients' long-term organic search engine rankings through our Search Engine Optimization (SEO) services, our International Law Publishing Network, which includes Digital Law Firms' network of prime law domains cover all major geographic countries, cities, and law practice areas, as well as our emerging Mobile Web (.mobi), and Legal Blogs and blog aggregators.
- 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.
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