What is SEO? Search Engine Optimization explained

Editor’s Note: If you want to learn about SEO for law firms specifically, click here!

SEO and brand visibility

Being able to reach an audience is the mainstay of any successful business. 

Whether you own a shop with a brick-and-mortar storefront, or run a company that provides its services entirely online, your business depends on its ability to bring in new clients. In today’s day and age, being visible to a target audience is almost synonymous with having a strong online presence.

With an estimated 4.7 billion people online, and an astonishing 5.6 billion Google searches happening every day, entrepreneurs have more access than ever to a wide range of needs and opportunities. In most cases, internet users are not searching for a specific website; they’re searching for solutions in the form of goods, services, or information. Search engines like Google and Bing are in the business of interpreting these needs and providing useful search results that will keep users coming back.

Just like a physical shop needs a good sign at the street level, any business with an online presence needs a special something to attract the attention of the search engine itself.

That’s what Search Engine Optimization is all about.


Search Engine Results Pages (SERPs)

Search engines are powerful things. In only a fraction of a second, they are able to sift through a huge amount of information and decide which search results to provide to their users. These are then presented to the user via a series of Search Engine Results Pages (SERPs). Since users are likely to only click the first few results of a search, ranking high on the SERPs is key to connecting with your intended audience.

To use a dating analogy, you can think of your website as a potential match for the internet user, and the search algorithm as a whirlwind speed-dating event. Out of literally billions of suitors, Google has narrowed down a short list for the user.

So, how does a search engine perform this high-speed matchmaking? And how can you optimize your pages so that they reach your intended audience?


Is it me you’re looking for? SEO and ranking signals

Search engines pay attention to something called ranking signals

According to Backlinko’s Brian Dean, there are over 200 different ranking signals that Google’s search engine algorithms look at when examining any given site. Their exact order and importance is a bit of an industry secret, but there are a few ranking signals which have been shown to be consistently effective. 

If you’re looking for a brief rundown of the top 10 ranking signals, look no further than Joshua Hardwick’s great post on the Ahrefs blog, which no website developer can afford to overlook.

With a solid SEO strategy you can make sure your business ranks high.

Case Space Media > What we can do for you

SEO takes time, work, and technical know-how, but it’s not a total black box or pie-in-the-sky kind of idea. While many business people find it tedious or inaccessible, we at Case Space Media think it’s actually pretty neat! The most important thing to keep in mind about SEO is this: SEO is an ongoing process, not a one-time thing.

As a company that promotes your brand visibility, we are committed to getting you results. Our three-pronged approach includes creating content, maintaining social media, and optimizing your law firm website for search engines and people alike, so you can reach your target audience.


Search Engine Optimization is not a black box. Case Space Media can help you make the most of your websites with SEO.

Our process begins with an in-depth analysis of your current website assets so you can understand what’s working in your favour and what’s working against you. We then propose a personalized plan based on what we find. This can involve everything from removing vulnerabilities in website security, to improving web performance, building and maintaining internal and external links, optimizing content, amending structured microdata, and ensuring compatibility across devices and platforms. 

We also focus on improving user experience, which has proven to be a very important ranking factor for SEO. In other words, we help you make your website attractive to search engines and clients alike.

At the end of the day, Search Engine Optimization is about results. If you can bring people to your page, and you can provide the solutions they’ve set out to seek… you’re in business.