When was the last time you searched for something online? If you’re like most people, you probably skipped past the ads and clicked one of the first organic search results. That’s not just a hunch—it’s backed by data. Studies show that over 65% of users click on organic results over paid ads.
So, where does that leave your home care agency if you’re running—or considering—a pay-per-click (PPC) campaign? The truth is, SEO and PPC aren’t competing strategies. They’re partners. But here’s the catch: if your site isn’t optimized first, even the best PPC strategy can fall flat.
Why SEO Is the Foundation
Search engine optimization (SEO) helps your website show up when someone searches for services like “home care near me” or “in-home help for aging parents.” But it’s not just about being seen. Good SEO builds trust, improves user experience, and increases the chances that visitors will take the next step—like contacting you. Local SEO is especially critical for home care agencies. Make sure your Google Business Profile is claimed, optimized, and regularly updated with reviews, services, and photos.
Before you ever think about launching a PPC campaign, your home care website should be:
- Optimized with keywords your target audience is actually searching for
- Easy to navigate on mobile devices
- Full of valuable, helpful content
- Fast-loading and secure
- Regularly updated with blogs or resources
These elements not only improve your organic search rankings, but they also play a role in how Google ranks your ads when you do decide to invest in PPC.
The Truth About PPC Rankings
A common misconception is that you can “buy your way to the top” of search results by simply bidding more in Google Ads. But Google also evaluates something called Quality Score, which takes into account:
- The keywords you’re targeting
- The relevance of your ad to your website content
- The performance and experience of the landing page you’re linking to
In other words, you can throw money at a PPC campaign, but if your landing page doesn’t match the ad or deliver a great user experience, your ad might never show up where you want it to.
How SEO and PPC Work Together
Here’s where things get exciting: when done well, SEO and PPC can complement each other beautifully.
- SEO builds long-term visibility and credibility
- PPC gives you a short-term visibility boost for key services or promotions
- SEO strengthens your PPC by improving Quality Score and lowering cost-per-click
- PPC gives you valuable keyword data to inform future SEO strategies
This combo is especially important in the competitive home care market, where every agency wants to appear first for searches like “Alzheimer’s care at home” or “private duty care near me.”
Before You Click ‘Launch’
If you’re thinking about investing in PPC but haven’t touched your website in a while, start there. A fresh, optimized website gives your campaign the best chance of success. And if you’ve already launched a campaign but aren’t seeing results, it might be time to reevaluate the SEO side of the equation.
Let’s Optimize Before You Advertise
Before putting more money into ads, make sure your site is doing the heavy lifting it should be. Call corecubed at 800.370.6580 to talk with our home care SEO experts about getting your website—and your digital strategy—working smarter together.