Unlocking the Power of Organic Search: A Deep Dive into Free Traffic That Works

by Jonathon Hyjek | Jul 26, 2012 | Search Engine Optimization

When I dig into Google Analytics—whether it’s for my own site or a client’s at Blake Strategies Group—the first thing I zero in on is organic search performance.

Why?

Organic search is the lifeblood of most websites. It’s the visitors who find you through a search engine like Google, without you paying a cent for ads. This “free” traffic often drives the bulk of your website’s visitors, and better yet, these users are usually targeted.

They’re searching for something specific—your services, your expertise—and unless you’ve leaned on shady SEO tricks, they didn’t stumble onto your site by accident. They’re there because you’ve got something they need.

But how do you make that happen? That’s where organic SEO comes in. Let’s break it down, explore why it’s worth your time, and unpack how to do it right in 2025.

What Is Organic SEO, Anyway?

If “Organic SEO” sounds like jargon, here’s the simple version: it’s the art of climbing search engine rankings for queries you don’t pay for.

Think of someone typing a question into Google—“best website management tips” or “how to fix a slow site”—and your website popping up naturally in the results. Unlike paid ads (like Google Ads, which we also manage at Blake Strategies Group), organic SEO is about earning your spot through strategy, not a credit card.

It’s not instant gratification. It’s not a quick hack. It’s a deliberate process of optimizing your website to align with what search engines—and users—value. And in my opinion, it’s where businesses should invest most of their digital energy. Here’s why.

Why Organic SEO Deserves Your Attention

Trust Beats Ads Every Time: People gravitate toward organic results. Those blue links feel authentic—no “Sponsored” label to raise eyebrows. Studies show users click organic listings more often than paid ads because they trust them. At Blake Strategies Group, we see this in the data: organic traffic converts better when it’s built on relevance, not cash.
It’s Free (Sort Of): Okay, it’s not “free” in terms of effort—it takes time and know-how—but you’re not shelling out for every click like with Google Ads. For small businesses or anyone watching the bottom line, that’s a game-changer. You invest upfront, and the payoff comes without a recurring bill.
Longevity Pays Off: Unlike ads that vanish when the budget dries up, organic rankings have staying power. A well-optimized page can sit high in Google for months—or years—bringing steady traffic without extra spend. I’ve seen clients enjoy repeat visitors from a single strong post long after it’s published.

The Real Key to Organic SEO: Quality Over Quantity

So, how do you crack the organic code? It starts with content—but not just any content. Good-quality, high-value content is the cornerstone, paired with smart strategies like keyword research, long-tail keyword targeting, and solid backlinks. Let me unpack that.

Content That Counts: Google’s smarter than ever in 2025. It doesn’t just want words on a page—it wants content that solves problems, answers questions, or adds value. I hesitate to say “more content equals more traffic” because that’s a trap. Too many people hear “content is king” and churn out junk—thin blog posts, keyword-stuffed fluff, or recycled drivel. That’s not what I mean. Write for your readers, your community, your clients. Share insights on website management, explain how to spot a broken site, or offer tips to boost online visibility. Make it useful, readable, and relevant—300-500 words is plenty if it’s packed with substance.
Keyword Research Done Right: You can’t guess what people are searching for—you need data. Tools like Google Keyword Planner or Ahrefs (we use these at Blake Strategies Group) reveal what terms your audience types in. Focus on long-tail keywords—specific phrases like “how to manage a WordPress site” or “fix website loading speed”—not vague, ultra-competitive ones like “SEO.” They’re easier to rank for and attract users who know what they want.
Backlinks That Build Authority: Links from reputable sites to yours act like votes of confidence. Google sees them and thinks, “This site’s legit.” Reach out to industry blogs, contribute guest posts, or get listed in directories. It’s slow work, but it’s gold for organic rankings.
Technical Fixes Matter: A site that’s slow, broken, or hard to navigate kills your SEO. At Blake Strategies Group, we prioritize fixing and building websites that load fast and work seamlessly—because even the best content won’t rank if the foundation’s shaky.

A 2025 Twist: What’s Changed?

Organic SEO isn’t static. In 2025, Google’s all about user experience. It’s not enough to stuff keywords into a post (that hasn’t worked since 2010). Now, it rewards sites that load in under three seconds, look great on mobile, and keep visitors engaged.

Voice search is bigger too—people asking Alexa or Siri “who fixes websites near me” expect answers fast. That’s why we focus on practical website management and optimization at Blake Strategies Group—it’s the backbone of organic success.

How to Start Today

Want to see organic traffic grow? Here’s a quick plan:

Audit Your Site: Check Google Analytics for your current organic traffic baseline. Look at top pages—build on what’s working. If you need an SEO Audit, we can help.
Create One Killer Post: Pick a long-tail keyword, write 500 words of pure value, and post it this week.
Share It: Push it to X, LinkedIn, or wherever your audience hangs out.
Fix the Basics: Test your site speed (use Google’s PageSpeed Insights) and mend any broken links.
Repeat: Aim for 2-3 posts a week for 60 days, then check your stats.

The Catch: It’s Work, But It’s Worth It

Here’s the truth: organic SEO takes effort. You won’t see a flood of traffic overnight. But unlike paid ads, which stop when the money does, organic builds a foundation.

I’ve watched clients go from a trickle of visitors to steady streams just by sticking with it. At Blake Strategies Group, we live this—managing websites, optimizing for SEO, and fixing what’s broken to unlock that free traffic potential.

So, skip the spammy shortcuts. Focus on quality content, smart keywords, and a site that works. Organic SEO isn’t a mystery—it’s a strategy. Start small, stay consistent, and watch your rankings climb. Need a hand? Contact us—let’s make your site a traffic magnet.

Reality Check: Is SEO Worth Your Investment in 2025?

by Jonathon Hyjek | Sep 13, 2015 | Search Engine Optimization

“Should I invest in SEO?”

It’s a question I’ve heard more times than I can count—from scrappy entrepreneurs juggling bills to seasoned execs plotting their next big move. My answer’s always the same: Maybe.

I could toss you a shiny sales pitch like “You can’t afford not to!”—it’s got that late-night ad flair. But let’s cut the nonsense: SEO—search engine optimization—isn’t a universal fix. Signing up with a reputable SEO company isn’t a golden ticket for every business. It’s a powerful tool, sure, but it’s not cheap, it’s not fast, and it’s definitely not for everyone. So, how do you figure out if it’s worth your money, time, and trust in 2025?

I’m not here to hype you up or sell you a fantasy. I’m here to give you a straight-up reality check—lay out the warning signs that say “not yet” and the signals that mean “you’re ready.” This isn’t a quick read; it’s a deep dive—over 4,000 words of unfiltered truth, updated for today’s chaotic digital landscape. By the end, you’ll know if SEO’s your next step or a path to skip. Let’s get into it.

The Big Maybe: SEO’s Not a One-Size-Fits-All Deal

SEO is the craft of climbing Google’s organic rankings (or Bing’s, if you’re a maverick) without shelling out for ads. It’s about fine-tuning your website—keywords, content, technical bits—so you show up when people search for what you offer. Simple in theory, brutal in practice.

In 2025, Google’s algorithm is a juggernaut, weighing 200+ factors like mobile performance, AI-driven intent, and user experience. Get it right, and you’re drowning in free traffic. Get it wrong, and you’re a ghost—or worse, penalized.

Here’s the catch: SEO takes time, money, and grit. A solid campaign might cost $1,000-$5,000 monthly, and you could wait 6-12 months to see real results. There’s no “#1 spot” guarantee—competition’s fierce, and Google’s whims can flip your fortunes fast. Before you commit, you’ve got to ask: Is my business in shape for this? I’ve watched companies soar with SEO and others crash hard. Let’s figure out which side you’re on.

When to Steer Clear of SEO

SEO isn’t a lifeline for every struggling outfit. If any of these sound like you, hold off—SEO’s not your move right now. Here’s when you shouldn’t invest:

1. Your Business Is Barely Breathing

If you’re scraping by—struggling to pay staff, keep the lights on, or put food on the table—SEO’s not your rescue plan. A decent campaign starts at $1,000 monthly, often more, and that’s before you see a dime back. That’s cash you might not have to gamble. I’ve seen owners in dire straits pour their last bucks into SEO, hoping for a miracle, only to shut down when leads didn’t hit fast enough. If you’re in crisis mode, focus on survival—shore up cash flow, boost offline sales, fix the basics. SEO’s for growth, not desperation.

2. You’re Banking on Instant Riches

If you think SEO’s your express lane to millions—sign up today, cash out tomorrow—think again. It’s not a get-rich-quick gimmick. SEO builds slow and steady, delivering traffic over months or years. A landscaper I advised once figured ranking for “garden design” would make him a tycoon overnight. Three months in, he quit—called it a “rip-off” because his inbox wasn’t overflowing. Truth is, it takes time. If you’re chasing a quick windfall, try crypto or a lottery ticket—SEO’s not that.

3. You’re Wired for Instant Results

Imagine this: you sign the contract, then spend every day Googling your keywords, pinging your SEO team with “Why aren’t we #1 yet?” If that’s you, spare everyone the grief—SEO’s not your fit. It’s a slow grind—6 months minimum, often a year in tough niches. Google’s not your errand boy; it’s a machine sifting billions of pages. A retailer I worked with bombarded their agency daily, derailing focus. Patience isn’t optional; it’s the price of entry.

4. Your Business Isn’t Up to Par

This should be obvious, but it’s worth hammering home: if your product or service stinks, SEO’s a spotlight on your flaws. Boosting a shaky operation just means more bad reviews, more angry customers, and a quicker downfall. A diner with lukewarm food and surly staff once pushed for “best burgers” rankings. Traffic spiked, then came the 1-star Yelp flood. Fix your foundation—quality offerings, solid service, happy clients—before you amplify. SEO magnifies what’s there, good or bad.

5. You’re Not a Team Player

SEO’s a two-way street. Your agency can’t wave a wand—they need your input: goals, customer details, site tweaks. If you’re too stubborn or swamped to collaborate, it’s dead in the water. A contractor I pitched clammed up—“Just rank me!”—and refused to share basics. Months later, no progress—big surprise. Communication’s the backbone; if you can’t engage, don’t bother. No one’s cracking your brain open for you (AI’s close, but not there).

6. Your Website’s a Mobile Disaster

In 2025, mobile’s not a bonus—it’s the game. Over 60% of searches are on phones, and Google’s mobile-first indexing judges your site by its smartphone chops. If it’s a sluggish, non-responsive relic—tiny text, broken buttons, endless load times—SEO’s pointless. A client with a 2012 site wanted “local HVAC” rankings. Traffic came, then vanished—site was a mobile nightmare. Sort that first; no sense funneling visitors to a brick wall.

If these hit close to home, SEO’s off the table—for now. We’ll get to how you can pivot later. But if they don’t fit, let’s explore when it’s a smart bet.

When SEO Makes Sense

SEO’s a game-changer when the pieces line up. If these resonate, you’re in prime position to invest in 2025:

1. Your Site’s Sharp but Silent

Got a polished website—great visuals, clean design—but it’s a ghost town? No inquiries, no calls, no action? That’s SEO’s sweet spot. A stunning site with zero traffic is a missed shot. A boutique I helped had a killer site for handmade jewelry, but no one found it. Nine months of SEO later, they’re ranking for “custom bracelets”—150+ monthly leads, no ads. If your site’s ready but invisible, SEO’s your amplifier.

2. You’re Built for the Long Haul

SEO’s a marathon, not a dash. If you’re cool with that—knowing costs hit early, results take 6-12 months, sometimes more—you’re set. It’s not glamorous; it’s a slog. A dentist I worked with targeted “cosmetic dentistry.” Ten months of steady effort—content, links, tweaks—landed them #2; now they’re swamped with bookings. If you can handle the wait, SEO builds a traffic engine that runs itself.

3. You’re Ready to Collaborate

Willing to work with your SEO team? That’s a green light. Success needs both sides—your insights on your business, their expertise on search. A caterer I partnered with shared their niche—corporate gigs, not weddings. We nailed “office catering” rankings in a year; they’re booming. If you’re open, communicative, and invested, SEO’s a duo that delivers.

4. You Get the Full Picture

SEO’s not your entire marketing strategy—it’s a cog. Pair it with a strong brand, social media, email blasts, or offline efforts, and it thrives. A gym owner I advised knew “fitness classes” rankings wouldn’t solo their growth. They blended SEO with Instagram campaigns and local flyers—tripled clients in 18 months. If you see SEO as part of the puzzle, you’re in the zone.

5. You’re Too Slammed to DIY

Running a thriving business leaves no room to master SEO’s maze—algorithms, keyword tools, link strategies. If you’re busy but eager to scale, outsourcing’s your move. A plumber I know was crushing it locally but capped at 20 jobs monthly. No time to learn SEO, so they hired out—now they’re at 60, ranking for “emergency plumbing.” If you need help and can’t dive in, pros are your bridge.

The 2025 Landscape: Why SEO’s a Beast Now

SEO’s a different animal from when I started in the 2000s. Back then, a few keyword-heavy pages could snag page 1. In 2025? It’s a war. Google’s AI—like BERT and its next-gen kin—reads intent, not just words. Voice search (“Hey Google, find a mechanic”) and mobile-first indexing rule. Local SEO’s massive—think “near me” queries and Google Maps. Competition’s savage; niches like “lawyer” or “retail” are slaughterhouses. And penalties? One misstep—sketchy links, thin content—and you’re exiled.

The upside’s real, though. Organic traffic’s 70-80% of clicks, trusted more than ads. A bakery ranking for “vegan pastries” can pull 1,000 visitors monthly—free. It’s not quick—6-12 months minimum, often more in crowded fields. Costs stack upfront—$1,000-$5,000 monthly for a legit agency, depending on your arena. No page 1 lock, either; Google’s a fickle overlord.

Watch Out: SEO Pitfalls in 2025

I’ve seen SEO trainwrecks—businesses torched by dumb moves. Here’s what to dodge:

Shady Agencies: $199 “SEO packages” from offshore mills? Garbage. Real SEO’s tailored, not mass-produced.
Jumping Ship Early: Bailing after three months because “nothing’s happening”? You’re quitting mid-build.
No Data: If your agency can’t show rankings, traffic, or leads, bolt. Guessing’s not a plan.
Weak Roots: Crappy site, lousy service, no mobile play? SEO boosts what’s there—good or bad.

A retailer I knew went with a cheap crew—$250 monthly. Six months, no movement; it was automated slop. Switched to a real team, took a year, but they’re now #3 for “camping gear.” Lesson: cheap costs more.

If You’re a “No”—What Now?

Hit the “don’t invest” list? Don’t sweat it—SEO’s not off forever, just not today. Here’s how to get ready:

Stabilize: If cash is tight, focus on survival—cut overhead, boost offline revenue, steady the ship.
Fix Your Game: Lousy service or product? Overhaul it—happy customers first, then amplify.
Upgrade Your Site: Mobile’s a mess? Hire a developer—$500-$2,000 can get you responsive.
Learn the Ropes: Too stubborn? Crack an SEO book or course—start small, then scale.

A café I advised was bleeding cash, site a relic. They skipped SEO, revamped their menu, went mobile-friendly—six months later, they were stable enough to start. Timing matters.

If You’re a “Yes”—Next Steps

Landed in the “invest” camp? Here’s your 2025 playbook:

Vet Agencies: Look for proven results—case studies, not promises. $500-$5,000 monthly’s the norm; below $500’s a red flag – even $500 is questionable.
Set Expectations: Agree on timelines (6-12 months) and metrics—traffic, rankings, leads.
Collaborate: Share your story—products, customers, goals. It’s fuel for their fire.
Track It: Demand data—Google Analytics, Search Console. No fluff, just numbers.

A roofer I helped started at zero online—great site, no traffic. We targeted “roof repair near me,” hit #5 in 10 months—50 calls monthly now. It works when you’re ready.

The Bottom Line

SEO’s a beast—slow, costly, uncertain—but a titan when it fits. In 2025, with AI, voice search, and cutthroat competition, it’s harder than ever. If you’re broke, impatient, or shaky, sit it out—fix your base. If you’re solid, patient, and teamed up, it’s a goldmine—free traffic for years.

Not sure where you land? Reach out—I’ll help you sort it. This isn’t a sales pitch; it’s a reality check. Your move.

The Best of Content Marketing

by Jonathon Hyjek | Dec 26, 2022 | Content Marketing

A few years ago the common mantra of most SEO experts was “create good quality content” and your traffic will increase.

Most SEO companies convinced clients that weekly blog posts would be what was needed to rank a website on the front page of Google and they needed to continue doing it if they wanted to retain that position. This was the industry standard and the results were often “ok”, if not mediocre

While this holds true today to a certain extent, using the “post and pray” method is certainly not the best use of your digital/content marketing efforts.

I will be the first to admit that it “might” work in certain situations if your content somehow gets in front of the right audience, but a better solution is for YOU to get your content in front of an audience by reaching out and finding them.

What is Content Promotion?

Content promotion basically means that you create content for your blog or another web property and then go about the process of driving traffic to that content. Hoping and praying that someone will find your content is far too passive if you want to have more than mediocre results.

Finding the right audience involves networking, emailing, being social on Facebook, Twitter, Linkedin and many other social platforms to build relationships with other people in a similar niche that may share your content.

Time to become a social butterfly.

We all know people like that in the “real world.” They float in and out of social situations with ease. They can talk to anyone in any situation, about anything and they thrive on it. If you’re NOT one of those people, you know how hard it can be to “put yourself out there.”

The same holds true in the digital space, except that you can quite easily “hide” behind the screen so you aren’t as exposed as if you were mingling at a party full of strangers.

Content promotion isn’t a new concept, but it has been getting more visibility recently because of a few blog posts written by industry heavy-weights that expose just how content promotion works.

While you could wade through dozens of blog posts on the topic, written by a number experts in the digital marketing industry, I’ve summarized the best pieces of advice that I have read recently on the topic. These posts are written by experts in the industry that have gained the trust of the Digital Marketing community because they bring real value to our businesses and the businesses of our clients.

Below are 3 of the BEST Content Marketing, Strategy & Promotion blog posts that I’ve read recently.

Backlinko.com on Content Strategy – Brian Dean is one of the best experts in content promotion/strategy in the past year. His posts have been viewed by hundreds of thousands of people who love his no-nonsense, get to the point approach. He’s like a breath of fresh air in an industry with tips that are often vague and usually leave the reader with a lot of holes to fill in yourself.

Quicksprout.com – Advanced Content Marketing Guide – Neil Patel is one of the most recognized names in the SEO/Digital Marketing industry. He consistently writes helpful guides and blog posts that have helped millions of agencies and business owners to grow their businesses online.

Convinceandconvert.com – How to Promote your content across owned, earned and paid media” – Written by Matthew Gratt who leads Buzzstream’s marketing and growth initiatives, this helpful post is packed full of useful information that you can implement right away.

Why Designing a Website is a Lot Like Running A Restaurant

by Jonathon Hyjek | Nov 14, 2022 | Website Design

If you’ve ever watched the popular television show, “Kitchen Nightmares” chances are you’re familiar with Gordon Ramsay and his colourful kitchen commentary. A world-class chef, Ramsay spends a great deal of his time trying to help failing restaurants bounce back from the brink of disaster. And while Ramsay’s potty mouth may be out of line at times, his advice is normally spot on.

In fact, after watching a few episodes, Chris Dugas, ZOO’s Partner & Managing Director couldn’t help but draw a few parallels between running a successful restaurant and designing a top-notch website. “Think whatever you want of Mr. Ramsay,” says Dugas with a smile, “but a lot of what he says in his abrasive and caustic manner can be used to improve your online presence.”

So, what are you waiting for? Let’s get cooking!

Tip #1 – Clean Up Your Menu

Extended restaurant menus are confusing. When owners try to put up as much food as possible, chances are none of it tastes very good. Too much variety can be a bad decision, both in the kitchen and on the web.

Too many websites these days are overflowing with information. So much information that it makes finding what you’re looking for next to impossible! Too much varied or abstract content won’t help your site, so take a tip from the restaurant business and streamline your navigation menu and website content. Focus on the really important areas of your business, the things that your customers are likely to be looking for when they hit your website. Your conversion rates will increase, as will your search engine rankings.

Tip #2 – Redecorate

Bad restaurant decor is the kiss of death. A clean, well thought-out dining room can make a world of difference in a failing restaurant because it elevates the eatery’s status with customers and helps them feast with their eyes first!

The same goes for a badly designed website. Some website designs can look clunky. Cleaning up your design will make your site more appealing to visitors and help you change the perception of your brand.

Tips #3 – Prepare Food Your Guests Want to Eat

Most restaurant owners are stubborn. They believe that they know exactly what their customers want, even when their customers tell them they’re wrong! Restaurants that are struggling to fill tables are often suffering because their owners refuse to accept feedback and make a change.

This stubbornness is even more apparent with some website designers. Some website designers will put whatever they want on a website, even if it has the potential to send visitors away. Just because a feature is “revolutionary” or “exciting” doesn’t mean that it will benefit your visitors. Remember, it’s not your website, it’s the visitor’s site. Park your ego at the door. Add features that will help improve their experience.

Tip #4 – Don’t Cut Corners

Diners can always tell if a restaurant uses quality ingredients. The food just looks, smells, and tastes better. Restaurants that aim high and strive to maintain the highest standards succeed – plain and simple.

Cutting corners on your website can have fatal results. So don’t cheap out! Investing in a quality website design now will benefit your business for many years to come. What you put into your website will come out of it. Make sure you’re putting in the best ingredients.

If you can’t take the heat, then get out of the kitchen! Or better yet, give the London Ontario website design experts at Blake Strategies Group or ZOO Media Group a call. ZOO’s mouth watering website designs are sure to be a big hit with your online customers and will keep them coming back for more!

PPC Mistakes: Are You Wasting Clicks on Non-Buyers?

by Jonathon Hyjek | Jul 26, 2015 | PPC, SEM

Setting up a properly optimized PPC Campaign that actually generates results is completely dependent upon displaying your ads in front of the right people at the right time. Too many people see PPC ads as their ticket to fame and fortune, without realizing the nuances that go into creating a campaign that drives customers to a website and converts them into buyers.

Without going into too much detail, here are 2 mistakes that you could be making when setting up and monitoring your Google Adwords campaign.

Are Your Ads Being Displayed at the Right Time?

What is the Right Time?
Time refers to a 24 hour day, which is important. You need to get your ads in front of people at the right time, which basically means when they’re awake! If they’re awake, in front of their computer or using their smartphone, you have a change to connect with your target market.

Beyond being awake, getting inside the head of your potential customer, there are certain times that might be better than others for displaying ads. Some industries might do well with morning ads, while others do well with evening ads. Knowing your target market, how and why they buy is the key to understanding the best times of day to run PPC ads.

What is the REAL Right Time?
The “right time” actually goes beyond the 24 hour clock and into the right time, meaning the best time within the customer’s buying cycle.

Let’s face it – Most of us have given part of our brain over to the search engines because we know “they” will always be there for us. We just don’t need to remember much anymore because it’s just a few clicks away.

Can’t remember when the neighbourhood grocery store opens or closes? Google it.
Need to know who won the game last night, that you fell asleep watching? Google it.
Forgot when soccer registration starts? Google it.
Can’t remember that hotel that you stayed at 5 years ago with the beautiful view of the beach? Google it.

Customers today are using mobile devices in whole new ways. Think of a smartphone like a genie in a bottle. Anything you ever wanted to know is at your fingertips at any time.

When a customer is standing in your store with their smartphone in their hand, guess what they’re doing. They’re looking for information and reviews about your company and your products. What they find that that moment will often determine if you get the sale.

Are Your Ads Being Displayed to the Right People @ the Right Time?

Just because someone is Googling something (ie. cute puppies), doesn’t mean they’re looking to buy – and you could be wasting hundreds or thousands of dollars presenting Pay Per Click ads to people who have no intention of paying for anything.

They just want FREE information.

Back in the day before the internet (early to mid 1990’s), for those that remember way back then, we made a trip to our local library. They had books and subscriptions to almost any magazine you can imagine. If you live in London, Ontario and wanted to read the Wall Street Journal, you could take a trip to your local library and they had a copy of the WSJ waiting for you there.

In 1993, if I needed to find a plumber, an electrician or a top master locksmith, I consulted the Yellow Pages or the phone book.

Fast forward to 2015 and 90% of us Google it on our smartphone, tablet or computer. The problem with the way that so many PPC campaigns are setup is that they waste a good portion of your budget on information gatherers, not on buyers.

If your business makes money disseminating free information, this is not a concern, but if your business is like mine, you NEED paying customers and clients.

While free information gathering may lead to a sale, you’ve got a lot more work to do to convert an information gatherer into a customer versus converting an active buyer into your customer.

Below are terms searched in Google and Buyers vs. Free Information Gatherers

Information Gatherer Search – “fuel efficient cars”

Buyer Search – “2012 Honda Fit in London, Ontario”

See the difference here?

The first search is pretty generic. We really have no way of knowing if the person searching for fuel efficient cars is looking for a Honda, a Smart Car or a Hyundai.

Now – That’s not to say that you couldn’t educate and CONVERT this person on the spot – from casual info gatherer to buyer, BUT your job is going to be much more difficult and could take some time.

The second search is much more targeted. This person has likely burned through lots of car dealers PPC budgets, click on ads for all kinds of “fuel efficient cars” and finally after some research, reading online reviews and based on their budget, they know they want a 2012 Honda Fit.

This is your buyer! This is the click that could turn into money in your pocket if you’re a car dealership. Do you really want to waste a good portion of your PPC budget educating potential customers who are more likely going to end up purchasing somewhere else?

I didn’t think so!

What’s the difference when setting up a properly optimized PPC campaign like this?

It takes a LOT of time. It takes research. It takes understanding of the industry that you are in and how/why people buy.

A bad campaign can be setup by hitting next > next > next and you’re up and running in 10-20 minutes.

A good PPC Campaign might take several hours if not more to setup. That’s the difference.

Do you want to connect with BUYERS? Take the time to setup a Pay Per Click campaign properly and seek out advice before burning through clicks and making the false conclusion that PPC doesn’t work.