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Should I Be Doing PPC, SEO Or both?
Should you be doing PPC and/or SEO? Well, ask yourself this simple question – Do I want new customers? Everyone uses search engines these days, whether it’s speaking to Alexa and Google or a quick search on your phone. If you want customers to find you, you can’t hide out on page 2 or 3.
PPC (Pay-Per-Click) advertising, also known as keyword advertising, is a quick and easy way to get consumers to your site. First, you select keywords that are relevant to your business. Bids are put in for those keywords, and then based on how competitive that keyword is, your ad will appear at the top of the page. You are charged for the lead when a consumer clicks on the ad. One of the downsides to PPC is that you can blow through your budget quickly and the leads are less successful than those from SEO.
SEO (Search Engine Optimization) is increasing the quality of your website so more consumers can find you. There are hundreds of variables that affect SEO such as relevant content and backlinks. Hubspot conducted a study that showed that 91% of business owners showed a return on investment with SEO. Although SEO can take 3 to 6 months before you start seeing your business on page 1, it offers more qualified leads and more valuable traffic than PPC.
SEO will allow people to find your business because it’s extremely rare that a consumer will look beyond page 1 for a contractor. Consumers want the contractor at the top of the search because they believe in the credibility of search engines.
Using both PPC and SEO together, in the right way, will allow your company to be seen by more people and will help you outrank other contractors on search engines. After all, according to the Associated General Contractors of America, there are 650,000 employers with over 6 million employees in your industry. Make sure your business is being found rather than the other contractor down the street.