In today’s business environment, companies providing asphalt paving and maintenance need a quality website to reach potential customers. Whether you offer residential or commercial services, most of your customers will begin with an online search to find a local provider offering the type of service they need. A common question is whether search engine optimization or pay-per-click advertising is the better choice for driving asphalt website traffic. Understanding the differences between SEO and PPC can help you decide which strategy is right for your business.
Asphalt Company SEO – Differences Between SEO and PPC
What Is the Difference in Cost Between SEO and PPC?
To answer that question, it would be helpful to first examine how each method works.
- Pay-per-click advertising is rather self-explanatory. Every time someone clicks on the link in your ad, it will cost you money. However, you are not actually buying ads in the traditional sense. Instead, you enter bids for the asphalt website keywords that you want. The more competition there is for the same keyword, the higher your bid must be. Highly sought-after Google AdWords can cost as much as $50 per click, but paving AdWords do not typically cost that much in most markets. Assuming you bid $20 each for five asphalt AdWords and set your daily budget at $100 for each keyword, a maximum of five people searching for each keyword could click on your ad daily to visit your website. Your cost for the day would be $500, but the ad would have resulted in only 25 visitors to your website.
- With SEO, when your paving website shows up in the search engine results page, you pay nothing when people click the link to visit your website. Although SEO is essentially free, you cannot obtain great rankings without a great website. Search engine bots and human users will need to find it easy to navigate, your site should offer relevant content, and your pages should load quickly.
Will SEO or PPC Generate More Paving Google Leads Website Traffic?
Either method can result in more leads, but SEO is typically a better long-term strategy. With PPC, your ads disappear as soon as you stop paying for them. SEO is a cumulative process, so your website could keep moving up in the rankings constantly. Whichever method you choose, you should enlist the help of a professional who understands both concepts thoroughly.
Can I Use Both SEO and PPC Marketing Strategies?
It is definitely possible to employ both techniques. If your asphalt business is only a month or two old, you have recently added a branch location in a distant city, or rank poorly in the search engines for other reasons, you might want to consider a PPC campaign to generate leads while you are working to increase your SEO rankings. However, if you have a high-quality asphalt website and are an established company, concentrating on SEO is usually a more cost-effective way to grow your business.
Where Can I Find Help?
Walkie Talkie specializes in helping asphalt pavement companies generate leads through high-quality websites and effective marketing programs, including asphalt SEO and paving PPC campaigns. With over 30 years of experience in the asphalt paving industry and we are uniquely qualified to help you establish or enhance your online presence. To learn more, call us at (833) 848-8200 or send an email to firstname.lastname@example.org. We also have a contact form on our website that you can submit.