Before delving into the differences between SEO and SEM, it is best to define both types of technological tools. SEO, otherwise known as Search Engine Optimization, attracts users to a website and creates visibility within the internet by employing certain keywords. Through signals or triggers the keywords send to the search engine, the website appears. Thus, users will find it with more ease, which in turn brings prospective clients to your site.
Search Engine Marketing (SEM) acts as the parent element of SEO and covers paid promotions for the website, so that the website appears at the top of the search engine, drawing more attention to your site. The paid advertising is directly connected to the use of keywords that users type or dictate on their computers or electronic devices when searching for services or products through the search engine. Therefore, SEO is part of SEM, but differences do distinguish them as two separate marketing tools.
SEO encompasses all the changes made to a website involving HTML and content found on the webpages. It creates links from your law firm’s web pages to other sites that contain relevant and similar material that may explain a concept further or augment your content. A law firm may hire a digital professional to weave SEO into their website, which involves a significant amount of expertise.
Users gravitate to your site through the use of SEO based upon the answers or services they seek. By directing users to the site, users may be influenced to peruse your content and inquire about your services. All of this helps to cement your law firm as a trusted and qualified source for legal services.
SEM refers to all methods of promotion possible for your law firm’s website via search engines. SEM uses paid advertising that will appear when a user engages the search engine, so that your website rises to the top and potential clients cannot help but spot your law firm. This tool presents your service in front of even more individuals who may be interested or in need of your law firm through carefully placed advertising. SEO plays a part in the umbrella span of SEM and digital marketing in general.
One form of SEM is Pay-Per-Click (PPC) where an advertising platform such as Google AdWords or Bing Ads receives payment from the advertiser. The advertiser then pays the website publisher for each click on the site. Wherever the ad appears on the internet, each click counts toward the greater whole.
Knowing the differences between SEO and SEM will mean that your law firm will understand which tactic to employ to achieve higher rankings and a greater presence in search engines. Our digital professionals at Premier Legal Marketing will specifically tailor your law firm website’s needs to target new clients and direct them to the quality services you provide. For more information about how SEO and SEM implementation will assist your firm, call us today at 856-320-2016 or contact us online. We assist clients in South Jersey, Philadelphia, and nationwide.