Updated: May 18, 2021
You've probably heard terms like "SEO", "Google My Business", and "Pay Per Click" more than a few times by now. But do you actually know what they mean, why they're important, and why you need them?
We're here to explain exactly what these terms mean, how they're different from each other, and why both are important to business growth.
What Is SEO And Why Should You Care As a Contractor?
SEO stands for Search Engine Optimization and determines where your website ranks on the overall search query for certain keywords like "roofer", "plumber", "contractor" etc.
Basically, your SEO determines where you rank organically versus your competition when consumers are looking for your services.
You should care because if you're not already investing in an SEO strategy, you're likely buried on pages 5-10 of Google.
SEO is what helps your website rank in the top results, the ones people actually look at when they need your service.
There's an old saying that goes, "the best place to hide a dead body is on page 2 of Google, because nobody ever looks there".
Now think of that fact that you're most likely even farther down than that.
How Do I Improve My SEO?
Since SEO is all based on keywords, you need a strategy that is focused around helping your site rank for the words consumers will be searching for in your industry. Keep in mind, depending on your area and industry, these keywords can be extremely competitive.
Jumping from pages 5-10 of Google to page 1 is no small feat, it takes time, research, strategy, and optimization over several months.
We recommend contacting an SEO professional to create and implement an effective strategy to help you rank organically and start generating organic leads.
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So, What's The Deal With Paid Ads? Should I Still Use Them?
Paid ads on Google allow you to pay for space on the first page for a limited amount of time per day based on your daily budget. You get charged a certain cost each time someone clicks your ad. This is called pay per click, or PPC. This cost will depend on the keywords you're trying to rank for and how much competition there is for those words.
This can get really expensive! For example, if you're a roofer in Dallas Texas, you're looking at paying upwards of $26 per click on a search phrase like "roofers in dallas tx".
Remember, that's just for a click, not for a lead. That click in no way means you will ever even speak to that customer.
Your Google ads will display until your daily budget is reached. For example, if your daily budget is $10 and each click costs you $1, after 10 clicks your ad will no longer display. This means that competitors can actually waste your money by clicking your ads themselves to use up your budget. Watch out for this!
So, Where Should I Spend My Money? SEO, PPC, Or Both?
Think of it this way, SEO is like buying a home and PPC is like renting. Depending on where you're at in your life, it may make more sense to rent, however the end goal is always to own.
PPC allows you to instantly have a place on Google's first page (if your campaign and bidding strategy is set up correctly). SEO allows you to own a spot on that page over time.
So which method should you use? I want to first make it clear that both methods can yield a ton of growth, but they can also both be expensive.
- For long term growth and market domination, focus on SEO
- For short term lead generation, use PPC.
- Ideally, since SEO can take 3-4 months to see results, you should be doing paid advertising on Google and Facebook while your SEO strategy is starting out. That way, you can rent eyeballs where it counts while also investing in owning them down the road.
To conclude, both SEO and Paid Google ads can help your business see incredible growth and land you jobs throughout the month. That being said, we recommend investing in a strong SEO strategy for long term growth.
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