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Contractors: Should You Invest in Both PPC & SEO?
At Blue Corona, our clients always ask us if it’s okay to run pay per click (PPC) and search engine optimization (SEO) campaigns at the same time. They want to know if a PPC campaign will affect their SEO results and vice versa. Understandably, they worry that the results from one could cannibalize the results from the other.
For most of our contractor clients, this is an unfounded fear. My goal with this blog post is to explain why simultaneously investing in PPC and SEO is the best way for contractors to get more leads and sales from the Web.
Does My PPC Campaign Affect My SEO Campaign?
Your PPC and SEO campaigns run completely separate of each other. Having an active PPC campaign does nothing to improve your organic (non-paid) listings in Google.
However, if you already have a strong brand presence and a high SEO value, you’re more likely to see your PPC ads and your organic listings appear on the first page of search results at the same time. This could cause you to lose some organic traffic if searchers opt to click on your paid listing instead—but it’s important to note that paid ads DO NOT significantly cannibalize clicks from your organic listings. In particular, we find that branded PPC campaigns can steal clicks from your branded organic listings. This usually isn’t problematic because branded cost per click (CPC) is typically low.
When you’re just starting out with online marketing, it’s unlikely that your PPC campaign will impact your SEO campaign because you probably won’t have a lot of organic listings on the first page. Because SEO campaigns can take anywhere from a few weeks to several months to deliver results, we always recommend our new contractor clients invest in both PPC and SEO services—at least initially.
Is It Beneficial for Contractors to Invest in SEO and PPC at the Same Time?
The short answer to this is, “YES!” The most effective search engine marketing (SEM) strategies take advantage of both SEO and PPC. Think of the Web as real estate – you want to cost-effectively maximize as many listings on the first page of search results as possible.
Take a look at the following screenshot of a search I did for “American flag morphsuit” (I need something to wear for Labor Day.):
Morphsuits.com has managed to get four (technically seven) listings on the first page of Google’s results for the search query “American flag morphsuits”—one in the paid listings, two in the organic listings, and three in image search results (if you choose to count those). By absolutely dominating the first page of Google’s results, Morphsuits.com is reducing the likelihood that any of its competitors will win the click for that search query. Talk about maximizing your online real estate!
A few other things worth noting – the yellow box where Google displays its paid ads is getting lighter – this means more people are clicking on paid listings without even realizing it! If you’re not investing in PPC, you’re basically giving those clicks to your competitors. For contractors, this is a pretty big deal. We’re not talking about a loss in a $44.99 American flag morphsuit—we’re talking about a potential thousand or multi-thousand dollar contracting job!
Another thing worth noting? Google constantly changes the algorithm it uses to rank websites in search results. In one of the recent updates, Google stated it won’t allow one website to have multiple organic listings on the first page of search results. Morphsuits.com might have more than one organic listing now, but Google plans to change that. So in order to get more than one listing on the first page of Google, you’ll need to invest in both SEO and PPC.
Ready to Get Started with SEO and PPC?
For contractors, or for any business really, it’s important that you don’t put all your marketing eggs in one basket. That’s why I like to say investing in both SEO and PPC is like buttering your bacon—never a bad idea.
At Blue Corona, we service all industries, but we specialize in SEO for contractors and PPC for contractors. We have a proven pay per click setup and management system specifically designed for contractors, and our SEO specialists have extensive experience helping contractors get more qualified traffic and convert more visitors into leads and sales. But don’t take our word for it! Check out what our customers have to say about us!
When you’re ready to get started, give us a call or enter your website into the box below to find out whether your contractor website could benefit from SEO and PPC services:
About The Author: Blue Corona's Editorial Staff is determined to help you increase your leads and sales, optimize your marketing costs, and differentiate your brand by passing on our tribal knowledge. The team vigilantly stays on top of the latest in digital marketing, bringing you the top insights with expert commentary. Want to see something on our blog you haven't seen yet? Shoot us an email and our marketing team will get to work.
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