SEO, also known as search engine optimization, helps promote your business online. SEO has become a phrase that is a bit blurred as every company describes digital marketing services slightly different.
What does SERPs stand for and why is it important?
SERP is short for search engine results page. So when someone has searched for “electrician near me” the SERPs that Google returns are most likely going to be separated into 3 sections.
What are the 3 Search Engine Marketing sections”
- Pay Per Click
- Local Search
- Organic SEO
So every result you see after performing a search will be broken up using the above 3 listed sections. This is where you can figure out the best place to put your marketing money.
So what is a good mix of your marketing money?
Pay per click gets about 5% of the web leads. Local Search gets about 46% of the leads and Organic SEO gets about 49% of the leads.
Should I use pay per click (ppc) for my business?
Maybe. There are plenty of reasons to use this service and others that may override your decision. Pay per click can get you at the top of search engines quickly but as soon as you stop paying your listing goes away. The way it works is that if someone clicks on your ad then you get charged immediately. That doesn’t mean they bought anything and each click can be expensive when not enough people are buying after they clicked on your ad. Pay per click shows your ad immediately shortly after they approve your ad.
What is a Local Search?
Local search is known but misunderstood. When the search has a purchase or hiring intent behind it, most people would search for an phrase relating to what they need. A possible search term might be “drain cleaning near me” or “plumber in baltimore”.
Google provides a map and a 3-pack before listing the rest of the organic seo search results. This information can include hours, the address and phone number, photos, videos and a star rating based on Google reviews. Local search marketing can see show growth in 1-3 months.
Google has three main criteria for local search ranking:
- Relevance: How relevant are your products and services to the search query?
- Distance: How close are you to the person doing the search?
- Prominence: Do you have a lot of good reviews? More reviews and 5 star ratings may or may not place you higher.
Is Organic SEO – Search engine optimization best for my business?
Organic SEO has the most clicks with getting about 49% of the leads. The challenge is that there are over 200 factors Google uses to rank web pages. We put those 200 items into 5 categories to help us simplify SEO and make it easier to explain to our clients in non-technical jargon.
- Content Marketing benefits you when you have the right mixture of text, pictures, BLOGs and videos to help your search relevancy.
- Web site and web page optimization helps search engines catalog your site pages correctly.
- Back link building improves your linking popularity for your web address.
- Reputation Management shows a potential buyer if you have a good track record with past clients.
- Engagement & Social Media provides a measurement to gauge your popularity.
The bad news for organic seo is that Google places national competitors in the top 10 listings, based on the search phrase. The good news is that they do not list the weaker local websites in that area. Why is that important? Because with providing the right content, site and page optimization, back links, reputation and engagement, you could be at the top of that page. If you are in the top 3 listings you have a much greater change of getting them to your website or to call you. If you are not in the top 7 listings then you will more than likely not get that business. Google estimates SEO should take 4 to 12 months to see results in an organic SEO campaign.
Contact Coastal Web Marketing for more information about what mix of SEO marketing services make the most sense for your business type and your budget. Call 410-420-9390 or fill out our online contact form.