The practice of search marketing has significantly progressed over the past few years and businesses from Fortune 100s to the two attorney law firm in South Boston, are reaping the benefits. However, still most businesses fail to embrace what is arguably the most cost effective means of marketing and advertising their services by continuing to believe that effective marketing on the Internet is simply having a website.
Search marketing is a continual process of integrating and optimizing various online components. The fact is, there is only so much real estate on the search engine result page (SERP) and we all know that Google is not going to present your website ten times as the only choice. The search engines look for variety. They select websites, blogs, directory listings, social profiles, videos, press releases, PDF files, and just about anything digital that they can index.
Effective search marketing converts searchers into clients by ensuring your brand appears within the SERPs in the right place, at the right time and with the right message. Your chances of obtaining optimal SERP real estate for highly appropriate and targeted search terms significantly diminishes if you simply rely on your website alone.
Typically, one decides to invests in search marketing, also often referred to as search engine marketing (SEM), to achieve a defined business goal like; to obtain new clients, increase visibility and brand awareness, drive qualified traffic, obtain a competitive advantage or integrate off-line marketing initiatives with an online target audience.
If you have invested in a new website and expect it to immediately perform well without the consideration of a search marketing strategy, then you’re better off shooting for early retirement by doing a quick pick on the Mass Mega Millions lottery tonight.
The bottom line is this, effective search marketing is not a single “item” like a website, nor a one time “event” like launching your new website. Search marketing, when implemented and managed properly is a process that utilizes a variety of digital assets to achieve specific business objectives. The results can dramatically change your business.
Bardorf Legal Marketing is a Massachusetts Internet marketing and advertising firm working with lawyers and law firms on enhancing their online effectiveness in the areas of SEO, paid search, social media, affiliate marketing, blog and website development, and targeted local search marketing campaigns.