Importance of Search Engine Marketing

The goal of the search engine is to index all of the websites out there and rank them in terms of their ability to answer the specific questions their searchers have.

This may sound simple but in fact, it's an incredibly complex process that has to be undergone in order to bring you the search results that have become so common to us all.

At this stage, there are certain limitations to search engine technology including that most indexing cannot happen by human eyes and hands.

There are simply too many web pages out there and the number of web pages being created increases massively every single second.  So instead of humans doing this work, complex robots are programmed to crawl all the web pages out there and index them.  Next, these robots are programmed to rank each page in terms of relevance to particular search phrases that actual people are typing into their search engines in order to answer questions they have.

The problem of course is that if, for example, there is a poor link structure that is holding a site together, the search engines are unable to reach all the content and might not be able to get a clear picture of what that website has to offer.  This severely diminishes that website's chance of ranking highly in the search results, which in turn affects that website's traffic and overall authority.  This same thing can happen if a particular website is not coded properly and contains data that the search engine robots cannot read or make proper sense of.

Another problem is that sometimes a website does not rank well for a search query that is actually highly relevant to the site's content.  A great example of this is a site that is all about refrigerators not ranking highly when someone types in a question about "fridges".  Another common example is spelling differences from country to country as well as simple spelling mistakes people might make when making searches.  This results from the fact that the search engines are using robots to evaluate the content of a website as opposed to an actual person.  Avoiding these problems involves designing your law firm's website with search engine optimization in mind.

Although it seems strange, it's just as necessary to market your website as it is your regular business.  That is because the search engines have no way of determining the quality and authority of the content of your website and relies on various parameters to measure it.  So you have to prove that your website is popular and relevant.  In order to stay relevant in the online world, you have to employ a strategic law site marketingt strategy.  Doing so will reward you and your law practice with the benefit of targeted traffic and more clients.

For more on running a small law firm, see the New York State Bar Association's Solo and Small Firm Resource Center: