In today’s digital world, having a robust online presence is critical for businesses of all sizes, particularly for local service providers. It’s no secret that most people rely on search engines to find what they need, making it essential for businesses to be easily discoverable online with a stellar reputation. That’s where the power of SEO and PPC come into play. In this article, we will explore how to get found online with two essential marketing strategies, SEO and PPC, which can help you improve your local online presence for service-based businesses.
Local Service Businesses Can Be Found Online in 9 Ways
As a digital marketer and consultant, I have had the pleasure of teaching students about the importance of combining pay-per-click (PPC) and search engine optimization (SEO). However, more importantly, I have personally experienced the positive effects of this combination. I can teach you how to use these two strategies to generate traffic, increase leads, get found online, and maximize your budget.
1. Choose the Correct Company Name and Domain Name
Naming a business is a crucial process that requires careful consideration. Your business name should be unique and reflective of your brand’s personality. While it may be helpful for a local business to choose a name that matches the search intent of their audience, it’s important not to force it.
I recently came across a local dentist who named himself “Dentist Near Me” and registered the domain name dentistnearme.com. While this approach may be SEO-friendly, it may not be the best strategy since other dentists may adopt similar names, rendering the strategy ineffective.
Including the name of your city, town, or service area in your business name can be helpful, but it’s not essential. Ultimately, your business name should be memorable, easily recognizable, and communicate the essence of your brand.
2. Order Your Listings
A current Google profile can also help you enhance your local business’s online presence. Regularly update your business’s information, add photos, and post articles with helpful tips and deals to build trust with potential clients. To increase your chances of ranking in local searches, you should also follow this strategy for all of your other online listings.
3. Blog Posts That Target Keywords Are More Likely to Be Read
Post blog entries that are keyword-rich and answer questions commonly asked by potential customers. They should not only be about your company, but also about the products or services you offer. This will improve your site’s ranking in search engines, and it will build trust with potential customers.
4. Your Highest-Value CTA Should Be Placed at the Top of Your Homepage
Ensure that your website is user-friendly and provides a positive user experience. You can find various examples of good design and functionality online. Use prominent call-to-action (CTA) buttons throughout your site, such as a clickable phone number at the top-right corner of the page and in the footer.
Additionally, include a large form in the footer to allow customers to contact you easily and conveniently for inquiries, bookings, or trials. Consider placing your highest-value CTA in the right-hand section of your website for maximum visibility and impact.
5. Track Your SEO Performance
Reporting on your website’s performance should not be limited to PPC, but should also include organic/SEO. To analyze SEO metrics, you can use tools such as Google Tag Manager, GA4, and Google Search Console.
For monitoring organic performance, consider using Google Looker Studio, which was formerly known as Google Data Studio.
6. Location Targeting Can Help You Reduce Your PPC Spending
Home service businesses often face the challenge of limited advertising budgets. To help a client who had only $10 per day to spend, I utilized Location Targeting to focus on a 5km radius around their business location. This targeted approach helped them save money while reaching the right audience.
7. Bid on Commercial Intention Keywords
When running Google Ads, you must inform Google of the keywords you are bidding on. While there may be many keywords related to your business, it is important to only bid on those with a high commercial intention.
To determine the potential keywords that customers may use to find your product, conduct extensive keyword research. For SEO purposes, it is best to use keywords with informational intent. On the other hand, for PPC, it is recommended to use commercial or transactional keywords. This will ensure that your ads not only appear but are also clicked on by those who are most likely to convert.
8. Maintain a Negative Keyword List
To avoid your ads from appearing for people who are not interested in your product or services and causing them to click on your ad, it is recommended to use negative keywords. This is important even if you are using broad match, especially if your daily budget is low for advertising.
By using negative keywords, you can target the keywords for which you do not want your ad to appear. This will ensure that your ads are shown only to relevant audiences, increasing the likelihood of clicks and conversions while minimizing the wastage of your advertising budget.
9. Conversion Tracking
Tracking conversions is another crucial aspect of running successful Google Ads campaigns. By tracking conversions, you can gain visibility into the campaigns, offers, and settings that are effective and eliminate those that are not. This data can also help you improve your return on ad spend (ROAS).
Tracking conversions enables you to identify which keywords, ad copy, and targeting options are driving the most valuable traffic to your website, and adjust your campaigns accordingly. By analyzing this data, you can optimize your campaigns for better performance and maximize your ROI.
How to Get Found Online: LUX Digital Marketing Can Help!
If you’re struggling to increase your online visibility and attract more customers to your business, LUX Digital Marketing is here to help. Our team of experienced professionals can develop a customized digital marketing strategy to meet your specific business needs and goals.
From search engine optimization (SEO) to social media marketing, we provide a comprehensive suite of services to help you stand out in the crowded online marketplace.
Why settle for mediocre results when you can partner with LUX Digital Marketing to achieve digital marketing success? Contact us today to learn more and get started!
Services We Offer:
- Search Engine Optimization
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- Most importantly, ranking you number 1 on Google!