I work in the SEO business and an optimized website can really make a difference in the traffic going to a website.
- Back in the day people relied on word or mouth or maybe an ad in the newspaper.
Nowadays people are going online for a specific service. For example, if people need HVAC installation done, they simply google it. How many people click over to page two of google? I have never looked past page one and not even past the top five options. There is simply no point to look further than that. Every HVAC business wants to be in those top five spots. How do they get there? SEO and SEM can really help a HVAC business rank higher on google. Despite similar sounding names, these two things are different. SEM is pay per click advertising. It has the company name highlighted at the top of google and anytime someone clicks on the link, you pay for it. But, you pay to be visible and get more traffic to the website. Unfortunately SEM is not enough. Once the customer gets to the site, what keeps them there? SEO is the answer. If the HVAC website is hard to navigate with broken links and incorrect information, nobody is going to call the number. SEO makes a website in eye friendly colors, easy navigation and the company phone number clearly visible. You can do just SEO or SEM, but really the combination of these two services are what really helps a business out. You get the best of both worlds.