SEO vs. Pay-Per-Click Ads
More plumbers use pay-per-click advertising rather than trying to rank high for organic search results with SEO. Why is this? First of all, pay-per-click (PPC) is inexpensive. it’s easier to set up also. No need to hire a professional to do your PPC as compared to organic search or SEO. But, what about the results? The average response to PPC is 2%. This could be compared to ranking #10, the last spot on page one of Google, which gets 2.2% click-through rate (CTR). Neither one of these options has a great return, to say the least. So, the SEO vs. pay-per-click for plumbers debate rages on.
It’s almost as if some plumbers feel like they should be doing something on the internet, so they do PPC. In reality they should hire a PPC professional to a set up their PPC ad because this can at least increase their conversion rate. To do PPC correctly you should make an offer or discount and have a landing page to help convert the prospect into a ready-to-buy customer, who calls you. Most plumbers just put their company information in the ad, which when clicked sends the user to their home page of their website. They may call you, they might not.
The SEO Payoff
SEO vs. pay-per-click for plumbers? You can dribble away money on PPC and you can dribble away money on SEO. Lots of SEO companies will charge you $100-200 month to “improve your presence online”. We consider both or these approaches as participation will low returns. Our philosophy says go for the gold. To us there is no reason to try to rank high on Google unless you aim for, and achieve, being #1 on Google. When you’re #1 on Google Maps and Google local search for the keyword “plumber” you get over 50% of all the phone calls from ready-to-buy customers searching for a plumber in your town and service area. When you’re #1 on Google you get a ROI of well over 1000%.