Home care agencies have long focused on print and direct mail as a means to generate new business; and although these traditional strategies are still worthwhile, marketing efforts today need to include techniques to improve how they’re found online, such as through senior care SEO (search engine optimization) and PPC (pay-per-click). Determining when and how to use both is key.
SEO – PPC – or Both?
A good rule of thumb to keep in mind is that SEO is ideal for creating a long-lasting presence online, while PPC offers more immediate benefits, when used properly. Traffic generated from SEO is free traffic, and is something that all home care agencies should utilize at all times.
On the other hand, PPC comes at a cost – but can be very effective in driving more traffic to your site quickly.
Both home care SEO and PPC strategies should ultimately be used together to reach your business goals. This involves a review of keyword data for both PPC and SEO to determine which terms or phrases have the best conversion rates for your agency’s website. If there are particular keywords that many online searchers are using to find your agency, include those in your PPC strategy to improve your campaign. And, if there’s one particular ad that is outperforming others, use that in your on-page content and metadata. Rather than letting your SEO and PPC strategies be in competition, let them complement each other.
Implementing an effective senior care SEO or PPC strategy for your agency is tricky, and best left to the experts. Call on the professional home care marketing team at MOST and let us help you take your agency to the next level! Contact us online or by calling 800.370.6580, x3, any time.