The Difference Between SEM and SEO

Just as the English language has evolved over time with slang words, marketing terms and phrases have changed in recent years, most notably search engine optimization (SEO) and search engine marketing (SEM). While they look similar and are often used interchangeably, they represent two different components of a successful legal content marketing strategy, much like earned media and paid media. SEM is the process of bidding on keywords to rank higher in search engine results, while SEO is defined as the process of getting traffic from free, organic, editorial or natural search results. They work hand-in-hand and can provide real results for your law firm when leveraged to their full potential, so it’s important to remember the differences between SEM and SEO. 

Elements of On-Page SEO

At its core, the purpose of SEO is to make your firm’s website easy to find to improve your rank in results pages on Google, Bing and other popular search engines. A broad term that includes a variety of different practices, SEO is typically broken down into on-page and off-page. Both play a role in refining your website to achieve optimal results and while you have some control over off-page SEO, on-page SEO rests completely in your hands and there are a variety of ways to optimize your page and ensure success. 

  • Content – In addition to its power to create expertise and generate leads, your firm’s content plays a significant role in determining your search result position. For SEO purposes, good content supplies a demand and is linkable. Before moving on to more specific practices, consider a content audit to ensure any blog posts or case studies are checking off those boxes. 
  • Metadata – SEO metadata refers to the information given when a website is included on search engine results pages, including the title, description, heading tags and image ALT tags. These descriptions can be customized to include the purpose of that page in the optimum length (60 characters for title, 160 characters for description) and keywords. Keep in mind that keywords are only beneficial when they are relevant and included in a page’s content. 
  • URL – Believe it or not, even the URL for your firm’s website is considered when determining your rank. Your firm’s URL is essentially your introduction to a search engine, so keep it short (like saying hello rather than telling your entire life story) and include keywords that outline what that page is about. 
  • Page speed – There are few things in life as frustrating as clicking on a result from a Google search only to be stuck in limbo as the page fails to load. Search engines know this, and pages will see their rank fall if it loads slowly. Reducing image sizes and taking out unnecessary HTML is an easy way to improve speed and optimize user experience.
  • Mobile friendly – As more and more people surf the web from their phone rather than a computer, Google now takes into consideration whether a website is mobile friendly and optimized in its ranking algorithm. Focus on the user experience by ensuring you have a  responsive design allowing visitors to get the best experience regardless of the device they are using. Also, consider adding local keywords to your content as mobile users are more likely to search for a business or service “near me.” 

Elements of Off-Page SEO

After ensuring that all of your firm’s on-page tactics are optimized, there is still work to be done outside of the website to secure the highest possible ranking. Anything done outside of your website to improve its rankings is referred to as off-page SEO. While you lack the same control you have with on-page SEO, there are still steps your firm can take to improve your off-page SEO. Generating linkbacks is one of the most important off-page SEO techniques, but there are a few factors that determine the value for your firm. 

  • Relevance – While there’s nothing detrimental about being linked on an unrelated page, it’s much more valuable to have that link from a business or individual connected to your industry. 
  • Domain authority – The quality of a linking page also plays a role in determining its value for off-page SEO. Google and other search engines recognize the authority of prominent sites with a large following, and links from those sources will have a greater impact on your rank than links from smaller organizations. 
  • “Nofollow” vs. “dofollow” – Done by some publishers in an effort to reduce spam, a “nofollow” tag on your link will eliminate any potential SEO value for your firm. While it might still generate website traffic, it won’t do anything to improve your rank in search engine results pages. 

Social signals are another component of off-page SEO. Any time a Facebook, LinkedIn, Twitter or other social media post from your firm is shared by someone else, you are reaching a new audience and driving traffic to your website. Even if it doesn’t provide an immediate boost to your ranking, it will still promote your content to a wave of new visitors, increasing the likelihood of a more direct benefit such as a linkback, social mention or even a new business opportunity. 

Elements of SEM

Even after you’ve exhausted all your efforts into SEO, moving to the top of a results page can be a difficult task. SEM allows you to optimize and advertise your firm’s website to increase its visibility in search engine results pages. Pay-per-click is one of the key components of SEM, utilizing keywords to target prospective clients. When a user searches one of those keywords, a custom ad for your firm will appear at the top of the results page, increasing the likelihood that they will visit your site. Keep in mind that these keywords are only valuable when they are actually used, so include them in the ad copy and any related content. 

SEM can have an immediate impact on your firm because it puts complete control in your hands. While you can’t directly impact the bidding algorithm, you can set your own budget cap and a maximum cost per click. You can also get specific and target members of your audience based on location, industry, age, income and other factors. Perhaps the greatest benefit of SEM is that every aspect of it is trackable. From clicks and impressions to click-through rates and website traffic, your firm can follow the results of your SEM practices from start to finish, allowing you to make any necessary adjustments before starting a new campaign. 


Marketers can debate whether SEO or SEM is more valuable until the end of time, but the honest answer is both. They can each provide a variety of new business opportunities for your firm and are most effective when utilized together. Think of it as the relationship between the rushing attack and passing game for a football team’s offense. Of course, teams will lean on one or the other depending on their personnel, but the best offense is one that features a balanced attack. 

Like any other new strategy, mastering SEO and SEM practices take time. Don’t get discouraged if your initial efforts don’t immediately put your firm at the top of every Google search. Assess the results, make any necessary changes and get back on the horse. If you’re interested in learning more about the differences between SEM and SEO and the benefits they can provide, give us a call. Let’s have a conversation about how we can create results for your firm.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position