Visibility

http://www.lawyermarketing.com/CM/Custom/White-Papers-Form.asp?wp=SEM-White-Paper.pdf

1. Search engine marketing, or SEM, is the art and science of increasing qualified leads to a Web site from search engines and other Internet sources.
2. Search engines use spiders and indexing to find information about Web sites, then they display those sites using algorithms. The content on a Web site and the inbound links to that site influence its visibility in search engine rankings.
3. To attract search engines, Web site content should be easy to read, relevant to prospects and incorporate a diverse mix of keywords. A good keyword meets your law firm's marketing objectives, gives your firm a realistic chance of being found in search results and is likely to be used by a prospective client.
4. The more quality inbound links your Web site has from other sites, the more likely it is that your site will receive the most visibility in search engine results. Search engines consider relevance, popularity, anchor text and age when evaluating inbound link quality.
5. Using analytic software, your firm can track how prospects use your Web site and identify changes that will boost your conversion rate.
6. Three recent trends visible in search engines are universal search, personalized search and local search. One result of these trends is that there is no longer a reliable, universal ranking for any given search phrase. Another is that new types of legal marketing content, such as online video and blogs, now factor into search engine results.

Search engines are Web sites designed to help Internet users find information throughout the Internet. The most popular search engines are Google, Yahoo, MSN, AOL and Ask. Search engine marketing — or SEM for short — is the art and science of increasing qualified leads to a Web site from search engines as well as other Internet sources. The goal of SEM is not to attain first-page, top 10 rankings for a few narrow search terms. The goal is to gain more clients by generating more traffic to your Web site and converting those prospects to clients at a high Rate. There are three steps involved in optimizing your Web site for search engines:

1. On-site optimization: Making changes to the content of your Web site that attract more, and better qualified, search engine users.
2. Off-site optimization: Bringing search engine attention and qualified prospects to your Web site with inbound links from other relevant sites.
3. Analytics: Tracking the success of your on-site and off-site optimization with traffic reporting tools, then making adjustments as needed.

At its core, effective SEM is about understanding your firm’s position in the marketplace. To achieve visibility online — to stand out from the crowd and connect with more prospects — your Web presence must be relevant to your client base, practice goals and competitors.

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