There’s a lot more than just grit and determination that goes into running a successful trade business. From on-the-job equipment like tools and vehicles, to all the behind-the-scenes stuff, such as staffing, quoting and insurance. It’s a never-ending minefield of numbers and jobs that can be made even more stressful if the work’s just not coming in.
The reality is, when it comes to trades, consumers rarely have brand loyalty. Google makes it too easy for people to shop around, and unless you’re easy to find on the internet, you’re fighting an uphill battle.
That’s why it’s imperative for trade businesses to employ some sort of digital marketing strategy. And no, that doesn’t mean just starting a Facebook or Instagram page. We’re talking about SEO and SEM – or in other words ‘Search Engine Optimisation’ and ‘Search Engine Marketing’
Google’s sole purpose is to make it easy for users to find what they’re looking for, faster. Which means that if you employ the appropriate tactics, you’re essentially telling Google to place your business on top of the pile.
So, how does it work? Well, SEO relates to a more organic approach to search engine manipulation. In other words, your website pages have been optimised for certain search terms.
For example, a plumber in Sydney that specialises in guttering would incorporate relevant industry terms throughout their website content. Then, when someone searches for ‘guttering specialist Sydney’, their website is more likely to rank higher.
SEM, on the other hand, is essentially just paid advertising within search engines. You might’ve seen ads below and to the right of the Google search bar after you’ve looked up something. This is the direct result of businesses paying big bucks for search terms.
To use the example above, the plumber may choose to buy the ‘guttering specialist Sydney’ search term, ensuring their brand is visible through paid means (SEM) via one search. Bonus, the same plumber who’s invested in the term may also appear when competitor services are searched.
That said, there’s a lot more that goes into both tactics, and while it’s possible to manage them on your end – it’s always a good idea to leave it to the experts.
Long story short, getting on the Google train is a smart move. If you need help with your first investment in search, apply now for a fast, flexible loan from Business Fuel.