I’m a big fan of balance. A solid diet deserves a doughnut, hustle requires rest, and a strong lead generation strategy needs paid and organic traffic.
Most local businesses, especially those that provide services, rely on Google to help drive their Internet leads. Their goal is to be featured throughout search results and push their competition out of the picture. Local SEO (search engine optimization) covers two of the most sought after positions on Google’s page 1 results. However, paid ads are the first thing that a searcher will see, and if they’re on their smartphone, ads might take up the entire screen.
The Local Marketing Goal
It’s simple. Your ideal situation would include having a presence in the traditional organic results, the local map pack, and the Adwords section at the top of the search results. That’s easier said than done!
Like most things in life, it’s going to take hard work. If you want to rank organically in Google, you’re going to need to put in time, effort, and strategy that comes from years of experience. If you don’t want to spend a small fortune on ads, you need to understand the platform, how people search, and ways to efficiently drive traffic that converts.
Whether you chase SEO, paid ads, or both, cutting corners can cost you in the long run. When you depend on one company for traffic (Google), it’s best to play by their rules as much as possible. You never know when Google will penalize or devalue your website like it did recently with the Fred update. There are of course some exceptions, depending on your business model, but that’s an entirely different topic to cover later.
How do you know if you’re building a quality web presence? Ask yourself, “does this bring value to the user?“