For the longest time, home care agencies have focused mainly on print and direct mail advertising strategies to generate new business. While these traditional techniques are important and still bring value, many home care agencies are mixing up their overall marketing strategies by implementing SEO (search engine optimization) and PPC (pay-per-click). Using both SEO and PPC can boost traffic to your home care website, enhance the quality of that traffic, and increase your ROI. However, these things can only happen if you understand the differences between SEO and PPC, when to use them, and how to use them together.
Maximize Online Visibility
One of the most important reasons to use both SEO and PPC is to increase your overall visibility in search engine results. When someone searches for a certain word or phrase online, the first thing they see will be paid ads, followed by organic listings. Your website might rank number one in search engines for multiple terms organically, but if your competitors are running ads for those same terms, you could miss out on valuable leads.
Having a strong SEO strategy while running PPC ads will increase how much your website is seen in these search results. If your website appears in the ads at the top of the page as well as in the organic listings that follow, it will not only help to increase traffic to your site, but it will also show you’re a well-established agency. This automatically creates trust between you and your potential customers, encouraging them to use your services.
When to Use SEO or PPC
When should you use SEO? When should you use PPC? Does one come before the other? These are the questions that home care agencies must ask when evaluating their online marketing strategy. SEO and PPC are beneficial when used together. However, this does not mean you need to use them at the same time, all the time.
A good rule of thumb to remember is that SEO is great for creating a long-lasting presence online, while PPC offers a “quick fix” solution, when used properly. Organic traffic generated from SEO is free traffic, which means it is something that all home care agencies should use at all times. From the moment your website is launched, your SEO strategy should never stop. PPC, on the other hand, comes at a cost. This means you should only use it when you need it or when your business can afford it. If it’s in your budget to run PPC ads at all times, go for it! As we mentioned above, doing so will only increase your overall presence online.
For home care agencies on a tighter budget, there are specific times you should run your ads. When you first launch your website, running ads can help get your business name out there and initiate brand awareness. You don’t need to wait for your SEO strategy to kick in before implementing PPC. In fact, PPC can often help to jump-start results for SEO. If you have special events or offers, running ads can help boost traffic to capitalize on valuable opportunities. One of the most important times to implement PPC is when your SEO strategy is struggling. Google is constantly changing its algorithms, which can have negative impacts on your organic search positions. When this happens, a PPC campaign can help to ensure your website doesn’t disappear from search results.
Combining SEO and PPC Strategies
Your SEO and PPC strategies should be used together to reach your business goals. Compare the keyword data you have for both PPC and SEO to help determine which terms or phrases have the best conversion rates for your website. If you notice there are certain keywords that many customers are using to find your business, including those keywords in your PPC strategy can improve the campaign. Do you have one particular ad that is outperforming the others? Use that to enhance the content strategy for your website through on-page content and metadata. Instead of letting your SEO and PPC strategies be in competition, allow them to complement each other.
PPC ads allow you to find copy that most resonates with your audience by analyzing click-through-rate and conversion rate. Once you have a good idea of the keywords and phrases that drive the most engagement on your website, then it’s that much easier to optimize title tags, meta descriptions, and page content so that you rank organically. PPC allows you to test messaging with more immediate results, while testing with SEO takes time.
The Best SEO and PPC Strategy for Home Care Agencies
Implementing an SEO or PPC strategy for your home care agency can be a difficult mountain to climb. Let the experts at corecubed focus on SEO and PPC for your home care website so that you can concentrate on running your agency. Contact us any time at 800-370-6580, x1 or fill out our online contact form to learn more about how to market to seniors online and get more clients from your website!