In this article, we'll provide friendly advice to small service-based businesses on how to improve their online visibility through effective SEO vs PPC strategies.
If you run a small service-based business and are looking for advice on improving your online visibility, we’ve got you covered.
In this article, we’ll give you some friendly tips on SEO and PPC to help your business thrive in the digital world.
Let’s start with SEO, or Search Engine Optimisation. SEO is all about making your website more visible to search engines and their users. By including relevant content on your site, you can increase the chances of appearing in relevant searches.
Getting started with SEO
Clear and helpful writing: Make sure the writing on your website is easy to understand and provides valuable information to your visitors. Use simple language to explain your topic and engage your audience.
For example, if you run a plumbing business, your website should clearly explain your services, such as “We provide reliable plumbing solutions for residential and commercial properties. Our team of experienced plumbers is ready to tackle any plumbing issue you may encounter.”
Utilise relevant keywords: Consider the words your potential customers might use when searching for services like yours. Include these keywords in your website copy to improve its visibility.
Continuing with the plumbing example, you can use keywords like “plumbing services,” “emergency plumber,” “pipe repair,” and “drain cleaning” in your website content. However, be cautious not to overdo it. Keyword stuffing or creating fake pages with excessive keywords can lead to search engines penalising your site.
Focus on user experience: While SEO is important, remember the user experience. Ensure your website is easy to navigate, visually appealing, and loads quickly. A user-friendly website will keep visitors engaged and improve your search rankings over time.
Remember, appearing in organic search results like Google’s doesn’t have a cost associated with it. Making improvements to your website’s SEO can have a significant impact on your search rankings in the long run.
Getting started with PPC
Now, let’s shift gears to PPC, or pay-per-click advertising. Google Ads is a powerful tool that allows you to bid on keywords and display your ads in Google search results. Here’s how PPC can benefit your small service-based business:
Immediate results: PPC ads offer instant visibility and can drive traffic to your site right away. If you have a time-sensitive promotion or want to reach customers quickly, PPC ads can be an effective solution.
For instance, if you’re a fitness trainer offering a limited-time discount on personal training sessions, PPC ads can help you target potential clients who are actively searching for fitness services in your area.
Flexibility and customisation: With PPC ads, you can customise your campaigns to target specific audiences based on their interests, location, and more. This allows you to reach the right people at the right time with personalised messaging.
For example, suppose you own a spa and want to promote a special offer on massage services. In that case, you can create a PPC ad campaign that specifically targets individuals interested in relaxation, wellness, and self-care.
Expand your reach: In addition to Google search results, PPC ads can also be displayed on relevant websites within Google’s Display Network (GDN). This means you can connect with potential customers across a wide range of websites that align with your target audience.
To illustrate, let’s say you own a wedding planning business. By using GDN, your ads can appear on popular wedding blogs, event planning websites, and other platforms that attract engaged couples who may be looking for your services.
It’s important to note that PPC ads are separate from SEO efforts.
While SEO focuses on improving organic search results, PPC ads help you display your ads to potential customers during their search. Both strategies have their advantages, so consider your goals and preferences when deciding where to invest your efforts.
So, should you invest in SEO or PPC? Well, it depends on your objectives. If your aim is to drive immediate traffic to your site or promote time-sensitive offers, PPC ads can deliver quick results. On the other hand, if you want to establish a long-term online presence and increase organic visibility, SEO is the way to go.
An alternative approach is investing in SEO and PPC for a well-rounded digital marketing strategy. By combining the two, you can leverage the strengths of each method and maximise your online visibility.
You can benefit greatly from SEO and PPC strategies as a small service-based business. SEO will help your website gradually climb the search rankings and attract organic traffic, while PPC ads can provide immediate visibility and customisation options.
Ultimately, the choice depends on your specific goals and resources.
Where Marketing Works
We're a friendly team, available for ambitious businesses looking for that next step.