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Google Ads Management and SEO for Small Business.

Affordable, Effective Google Ads Management and SEO for Growing Small Businesses in the USA

SEO Or PPC … Not An Either-Or Decision

August 26, 2019

SEO OR PPC … NOT AN EITHER-OR DECISION

Search Engine Optimization & Pay-Per-Click Ads – The Synergy

Synergy noun syn·​er·​gy | \ ˈsi-nər-jē \
combined action to produce a result greater than the sum of their separate effects
 
Said another way … making 1 + 1 = 3, or 4 or more!
If those results appeal to you … and we suspect they do … read on to learn what SEO and PPC are and how they pack a powerful one-two marketing punch when optimally balanced for your unique company.

Search Engine Optimization (SEO)

SEO is the process of generating online visibility of your website via creation of content that proves attractive for search engines (read Google) to grab on to. The technical term is organic search results which means the unpaid results earned through providing content perceived as valuable to people seeking information.

An effective SEO strategy will drive more visibility for your business, establish you as a thought leader and convert more qualified inbound leads who are seeking what you offer. To be effective your strategy must be alert and responsive to the continuing evolution of the search engines, particularly Google. That means being nimble and proactive in perfecting your strategy as search algorithms and market conditions are subject to rapid and frequent change.

So, diligence in staying on top of the digital marketing evolving landscape is critical to your success. If you falter in those efforts you will forfeit your quest to be at the top of the vendors list ( Page 1 of Google ) when your customers, prospects and referral resources are searching for what you can deliver. Your more vigilant competitors will triumph which means you just lost a customer to a competitor who has successfully done what is necessary to occupy Page 1 status.

Your SEO process is a building block effort. That construction project will depend on:

  • The number of pages you have on your website;
  • The number of competitors you face;
  • The number of locations you have.

There are a series of definable tasks that need attention. Click HERE for a Checklist for Success of the 12 key elements that ultimately are coupled with ongoing search engine optimization.

If you choose a DIY approach to SEO, be aware that there is more below the waterline than is obvious in a view of the tip of the iceberg.

You will gauge your success with your SEO strategy based on how well you build a stronger overall organic search presence that drives more people to your website and increases your conversion rate, i.e. suspects to prospects, and prospects to customers.

That means no less than a Page 1 presence!

Note: If your goal is to attract local business , Google looks at your “ Local SEO Signals ”. An SEO signal is simply something that Google can find online about your business or website, measure it and use it in their algorithm. Click HERE for a chart that groups these signals into key categories and weights them roughly by the influence in the algorithm. This is based on our research and experiences with our clients and is highly likely to change as Google changes the algorithm over time.

Pay-Per-Click (PPC) – Google Ads

PPC is paid advertising on a search engine’s results page to drive traffic to your website.

Let’s use Google as our example search engine. Google Ads is its PPC management system. Companies that advertise via Ads have their ads appear on the Google search results page. At this point no cost incurred.

When searchers Google (clicks) using a keyword or key phrase, an auction market is triggered. If there are many companies bidding for the same phrase, then the cost per click will be much higher. If there are only a few companies bidding on a phrase, then the cost will be less.

The advertising company that bids the highest price for a click on its ad gets placed at the top of the Google search results page. That page placement will enjoy the highest number of clicks and the topmost likelihood of conversion to sales.

Your success with PPC advertising will depend on a superior and tightly targeted choice of keywords and phrases, plus a well written ad coupled with an attractive, easy-to-navigate website. Unless th ose three “aircraft” are all flying in formation, you run the risk of months of frustration and costly errors.

The Synergy of Combining Both an SEO and PPC Strategy

So, it’s clear that both SEO and PPC deliver significant benefits in driving traffic to your website. Now let’s take a look at the leverage and multiplier effect when the two are combined in your marketing mix.

From the SEO side, your mission is to create superior content that is perceived as valuable by your target audience(s). That means meaningful product information with lots of benefit statements directed at the needs of your prospects and referral resources. Additionally, your pages, images and reviews should demonstrate your clear position as a thought leader and industry expert. That drives organic search results that the search engines embrace.

Now couple your organic search strategy with that of paid search. Here’s where the synergy comes in to play. You want to be present in as many online entry points as possible. PPC delivers a trifecta function:

  1. It allows you to buy search results before you are regularly ranking high with your SEO organic efforts.
  2. Google allows more data to flow when paid-for ads are initiated through Ads accounts.
  3. Third, PPC is an excellent way to test the validity of your SEO campaigns. Buy what you consider are the keywords and use PPC to confirm your choices before jumping into an extended, and time-consuming SEO series of promotions.

Takeaways

The power of SEO is to deliver visibility and credibility to your business. Properly designed, executed and monitored, SEO will result in a Page 1 ranking as Google acknowledges you as a trusted source of valuable information. That means more traffic to your website while building brand awareness and confidence.

PPC campaigns are extremely valuable when time is of the essence to spike website traffic. Google Ads give you control over the information you wish to share with your audience. You also enjoy the advantage of targeting the specific audiences you want to see your ads.

An effective combined SEO/PPC marketing strategy will turbo-charge more visibility for your business, establish you as a thought leader and convert more qualified inbound leads who are seeking what you offer. That said, it requires diligent, nimble, proactive monitoring and execution to prevail in the competitive arena of being at the top of the vendors list when a buying decision is to be made or a referral opportunity surfaces.

Your Next Step

Now your choices are do-it-yourself or invest in professional SEO/PPC management services. It is likely that you are already wearing several hats as a business owner and ladling on yet another marketing responsibility is probably not an option … particularly if you have to master the learning curve to effectively marry SEO and PPC.

SEO and PPC strategy and execution is a profession unto itself. You are well-advised to seek proven expertise just as you do with your accountant, attorney or other trusted advisors.

Our job at Third Marble Marketing is to deliver proven, successful strategies to maximize the effectiveness of your Google Ads, improve your SEO strategy, feature you on Page One of Google and drive pre-qualified traffic to your website!

Of course, all of that is extremely important. Equally important is to convert visitors to your website to take what you consider a valuable call to action. That’s where your web design agency becomes invaluable.

Why not rely on both an SEO/PPC resource plus your web design agency to successfully tackle these jobs?

Third Marble specializes in Local SEO to get your business found organically.
Our Google Ads Management Services include all aspects of Google Ads to produce maximum ROI.

We’ll respond promptly … at no charge for initial consultation.

Click here for a FREE SEO Audit.

Don’t have a web design agency?
Visit our website HERE for proven professional web designers.

Web Designers and Marketing Agencies
Ask about our White Label Google Ads (AdWords) Management services!

By Alex Huibsch April 2, 2025
In the digital age, brand voice consistency is key to building a strong, recognizable brand. Whether your business engages customers through social media, blog posts, or customer service interactions, maintaining a consistent tone and messaging across all platforms is crucial for brand identity and trust. Here are some practical strategies to ensure your brand voice remains consistent everywhere your audience interacts with you. 1. Define Your Brand Voice Before you can ensure consistency, you need to define your brand voice. A brand voice is the personality and tone you convey through your content. It reflects your business values, culture, and mission. For example, is your brand voice professional, friendly, humorous, or authoritative? To define your brand voice, consider the following: Core Values: What principles guide your company? Are you about innovation, reliability, or creativity? Target Audience: Who are you speaking to? A brand targeting Gen Z might have a casual, witty tone, while a brand targeting professionals might lean towards a more formal voice. Emotional Tone: What emotion do you want your audience to feel? Whether it’s excitement, reassurance, or motivation, your voice should reflect this. Once you’ve identified these elements, document them. Create a brand voice guide that outlines key phrases, vocabulary, and examples of how your voice should sound. This guide will serve as your compass, ensuring consistency across all platforms. 2. Create a Style Guide A style guide is essential for maintaining consistency, especially as your business grows and more people get involved in content creation. Your style guide should cover: Tone and Language: Specify the tone and style of communication for each platform. For example, social media might be more casual and conversational, while blog posts could be more informative. Grammar and Punctuation: Consistency in punctuation (e.g., using the Oxford comma ) and grammar rules can greatly affect how professional your brand appears. Imagery and Design: While voice is primarily about language, the visuals that accompany your message should also align with your tone. Whether you use bright, playful colors or more minimalist, subdued hues, your design should reflect your voice. Having a comprehensive style guide means anyone creating content on behalf of your brand knows exactly how to communicate. 3. Train Your Team Your entire team must understand and embrace your brand voice. Whether it’s your marketing department, customer service team, or content creators, everyone needs to be on the same page. To keep your brand voice consistent across platforms, provide your team with resources like: Workshops and Training: Hold regular sessions to reinforce your brand's messaging and tone. This could include writing exercises, social media role-playing, or reviewing successful brand campaigns. Ongoing Feedback: Offer constructive feedback on content to ensure it aligns with your voice. Whether it's through content reviews or monthly meetings, consistently check in with your team. Remember, keep your brand voice flexible enough to adapt to different contexts (like more serious tones during a crisis) but consistent in core elements, such as clarity and empathy. 4. Understand Platform Nuances Each platform has its audience and unique characteristics, but your brand voice should remain consistent across all of them. Here’s how to tailor your brand voice while keeping it unified: Social Media: Social platforms are usually informal and fast-paced. You can use humor, emojis, and casual language to connect with your audience. Blog Posts: Blogs are a great place to showcase your brand’s expertise. Use a more polished, informative tone, but still keep it in line with your brand voice. A friendly, approachable tone can make your content more relatable. Customer Service Interactions: Whether it’s over chat, email, or phone, your customer service team must embody your brand’s tone. For example, if your brand is known for being friendly, ensure that your team’s responses reflect that particular attitude even when dealing with complaints or difficult customers. Being aware of platform differences helps you maintain a unified message while tailoring your approach to fit the environment. 5. Use Automation Tools Wisely As your business scales, automation tools can be lifesavers in maintaining consistency. However, it’s important not to let automation become robotic. Use tools like social media schedulers or CRM software to streamline communication, but always ensure that the voice feels human and genuine. When using automated responses (especially in customer service), incorporate your brand voice into the script. Use friendly, helpful, and personalized language, and be mindful of how these responses will be perceived. 6. Monitor and Adapt Consistency doesn’t mean rigidity. Regularly monitor the performance of your content across different platforms to ensure your message is resonating with your audience. Use analytics and feedback to gauge how well your brand voice is being received. For example: Social Media Analytics: Track engagement rates to see how your voice is performing on each platform. Customer Feedback: Pay attention to how customers respond to your tone in service interactions. If your voice is too formal or too casual, it may not align with their expectations. Adjust your approach as needed, but always stay true to the core values of your brand. 7. Keep It Authentic Above all, your brand voice must feel authentic. In today’s digital landscape, customers can spot inauthenticity a mile away. Your voice should reflect the real values and personality of your company. Whether you’re posting on Twitter, writing a blog, or answering a customer service question, staying true to your brand will help build trust and loyalty. Final Thoughts A consistent brand voice is essential for creating a cohesive customer experience and fostering brand loyalty. By defining your voice, creating a style guide, training your team, and adapting to platform nuances, you can ensure your messaging is clear and unified. Remember, authenticity is key. Be sure to stay true to your brand’s values and always communicate with your audience in a way that resonates with them. Ready to Strengthen Your Brand Voice Across All Platforms? Struggling to find time for content creation while managing your business? At Third Marble Marketing , we specialize in writing clear, consistent, and compelling content that resonates with your audience. Whether you need engaging copy on your web pages or informative blog posts, we’re here to help! Our Content Writing Services are designed to enhance your SEO while staying true to your brand’s core values. We ensure consistency in tone and messaging across all platforms, creating a cohesive brand experience that fosters trust, increases engagement, and drives success. Contact Third Marble Marketing today to learn more about how our content writing services can elevate your brand voice and consistency!
By Alex Huibsch March 26, 2025
Step-by-Step Guide to Optimizing Your Google Business Profile:
By Alex Huibsch March 10, 2025
Which One Do I Need? When it comes to driving traffic to your website, you’ve likely heard the terms SEO (Search Engine Optimization) and PPC (Pay-Per-Click). Both are essential digital marketing strategies, but they serve different purposes. So, how do you determine which one is the right fit for your business? The truth is that SEO and PPC work best when used together, but understanding their differences will help you decide where to focus your efforts based on your goals and budget. Let’s take a closer look. What is SEO? SEO focuses on improving your website’s visibility in organic search results. This involves optimizing your website’s content, structure, and technical elements to rank higher on search engines like Google in the organic section of the Search Results Page. Some key components of SEO include: Keyword Optimization : Identifying and using relevant keywords in title tags, meta descriptions, alt tags, and onsite copy to attract the right audience. High-Quality Content : Creating valuable, authoritative, and informative content that appeals to users and search engines. Technical SEO : Improving site speed, mobile-friendliness, and security to enhance user experience. Backlink Building : Earning links from reputable websites to increase domain authority. Benefits of SEO Builds Long-Term Organic Traffic : Once your website ranks well, you can enjoy a steady stream of visitors without ongoing ad spend. More Cost-Effective Over Time : While SEO requires an upfront investment in content and optimization, it becomes more affordable as your rankings improve. Boosts Credibility and Trust : Appearing in organic search results gives your business more authority in your industry. What is PPC? PPC is a paid advertising strategy where businesses bid on keywords to appear in sponsored search results. Every time a user clicks on your ad, you pay a fee. Google Ads is the most popular PPC platform, allowing businesses to target specific demographics, locations, and search queries. Benefits of PPC Delivers Instant Traffic : PPC generates immediate site visitors, whereas SEO results are not immediate. Highly Targeted : You can reach specific audiences based on keywords, location, demographics, and even online behavior. Measurable Results : PPC provides detailed analytics, allowing you to track performance and adjust campaigns for better ROI. Scalable: Depending on your immediate business needs, you can increase and decrease your budget, and therefore the number of leads and sales you get each month from PPC. SEO is not that nimble. Setting Realistic Expectations: SEO is a Marathon, PPC is a Sprint When deciding between SEO and PPC, it’s important to set realistic expectations for results. Think of SEO as a marathon and PPC as a sprint. Both can get you to the finish line, but they work at different speeds and require different strategies. SEO: The Marathon Approach SEO takes time, just like training for a marathon. You won’t see results overnight, but with consistent effort, you’ll build momentum and endurance. Timeline Expectation: Months 1-3: Research, technical optimization, and content creation. During this period of time, expect little to no ranking improvements. Months 4-6: Gradual ranking improvements and some organic traffic growth. Months 6-12: Stronger rankings, increased traffic, and leads (provided ongoing effort continues). 1 Year & Beyond: Established rankings, steady organic traffic, and a strong foundation that requires maintenance, but not constant spending. The key takeaway is that SEO compounds over time. The more effort you put in early, the more rewards you reap later. PPC: The Sprint Approach PPC is like a sprint—you get results quickly, but you have to keep paying to stay ahead. If you stop running (funding your ads), the traffic stops too. Timeline Expectation: Week 1: Campaign setup, keyword research, and ad creation. Weeks 2-4: Ads go live, and traffic starts coming in immediately. Months 1-3: Performance optimization. This entails adjusting bids, refining targeting, and improving ad quality for better ROI. Ongoing: As long as you continue funding your ads, you’ll keep generating traffic and leads. PPC provides instant results, but costs can add up. Unlike SEO, which continues to bring traffic over time, PPC stops working the moment you turn off your ads. What’s the Right Strategy? Need leads now? Start with PPC. Want long-term sustainable growth? Invest in SEO. Want the best of both worlds? Run PPC while building your SEO strategy in the background. Understanding these timelines will help you manage expectations and make informed marketing decisions. In Closing All in all, SEO and PPC are not competitors. In fact, they complement each other. Investing in both strategies can maximize your visibility and help your business grow.  If you need help deciding where to start, contact Third Marble Marketing , and we’ll help you craft the perfect strategy for your goals and budget!
By Alex Huibsch March 5, 2025
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By Alex Huibsch October 3, 2024
One bad review can cast a long shadow online. It can deter potential customers and damage your reputation. But before you panic, there's good news! Google allows businesses to flag reviews that violate their policies, and with the right approach, you can get them removed. This email is your one-stop shop for reclaiming your online reputation. We'll walk you through the process step-by-step, including some extra tips to maximize your chances of success. Important: Remember, Google won't remove reviews simply because you disagree with them. They only remove reviews that violate their policies. You can find a full breakdown of Google's review policies for more information.
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