29 Sep How to Crush the Search Engine Results Page
One of the most profitable things a business can do is dominate the search engine results page (SERP). By increasing your client’s visibility on platforms such as Google, Bing, and Yahoo you can offer them a more complete online profile, as well as driving more leads and customers in the process.
There are two ways to help your clients dominate the SERPs. I’ll be discussing them in this article along with the benefits of each.
Search Engine Optimization (SEO)
SEO is the first thing that comes to mind when you think about dominating the SERPs, and for good reason. If done manually, SEO costs nothing and has been proven to provide the highest quality of leads.
SEO help your clients’ businesses grow by:
Businesses that appear in searches over and over again give consumers a strong signal of trust and credibility. A business that is listed correctly in the search is one that takes serious care of its online profile, giving consumers added confidence.
Organic search results put your client’s businesses at the top of the search all the time (if optimized correctly). This allows them to generate more website traffic, without costing them any extra money.
Unlike paid searches, which stop driving traffic as soon as your budget is reached, SEO is the only source of traffic that repeatedly brings in website traffic. If your client’s SEO strategies are continually monitored, then their SEO results will compound over time, increasing their customer acquisition strategy.
One of the biggest problems small and local businesses have is out-ranking bigger businesses who have larger marketing resources. Through the use of local search you can optimize your client’s online visibility to rank above the bigger-named brands in their market, without spending thousands on marketing.
SEO is the only marketing channel that allows customers to search for your client’s businesses, as all other marketing methods involve pushing adverts to the consumer. Over 70% of all searchers end up clicking an organic listing and 75% of searchers never go past the first page. Inbound leads, on average, cost 61% less than outbound.
Pay Per Click (PPC)
You might think that with all the benefits SEO provide, what is the point in using PPC, right?
Just like SEO provides your client’s businesses with benefits that few other marketing channels can offer, PPC also has benefits that SEO doesn’t.
They include the following factors:
As you already know, SEO is a medium- to long-term strategy and you shouldn’t expect to rank your clients at number one in the search within 24 hours.
Using PPC you can.
From launching your first AdWords campaign, it’s possible to rank your clients above all their competitors for their most profitable keywords. If your clients run time-based offers on a regular basis, PPC is a much more favorable channel to get the promotion out as it can take weeks before Google ranks their pages origanically, at which point the promotion may already be over.
PPC is above the fold
Organic listings typically appear below paid listings and under the fold, increasing your clients’ visibility in the search.
Ideal for smaller clients
Clients who have a barebones website will find it difficult at the start to rank for their keywords. Instead of waiting months before they notice an increase in website traffic, PPC is the ideal short-term strategy to drive traffic while working on the SEO strategy.
Sponsored ad listings account for 64.6% of clicks for high commercial intent keyword searchers, with the top three paid ad listings receiving over 40% of total clicks for that SERP.
Manage Your Client’s Yin and Yang
SEO and PPC is critical to your client’s growth. On average, Google processes over 40,000 searches per second, with many of these searchers looking for products, services, or businesses.
With consumers relying on the search more and more, isn’t it about time you offered SEO and PPC services when pitching to new customers? If you’d like to become a Boostability Partner and increase your business’s offerings, get in touch with us today to see how we can help.