If you’ve ever searched for ways to ensure that your clients and prospects find your firm in their online searches, you’ve likely come across the phrase search engine marketing (SEM). In a nutshell, SEM includes various methods for improving the chances that your firm will be included in search engine (read: Google) results. Think of it this way: if Google’s job is to find the best answer to searchers’ questions, SEM’s job is to help Google pick your firm as a high-ranking answer. It sounds like a no-brainer, but is SEM right for your firm? As with any decision that will affect your bottom line, there is a lot to consider before making the investment.