Which is better local SEO or paid search?

Date Posted: May 3, 2024

In today’s digital landscape, attracting local customers is crucial for brick-and-mortar businesses and those serving specific geographic areas. Two powerful marketing strategies, local SEO (Search Engine Optimisation) and paid search, can significantly boost your local online presence. But deciding between local SEO or paid search can be a challenge.

This comprehensive guide dives into the strengths and weaknesses of both local SEO and paid search, helping you determine the optimal approach for your business needs and budget.

Understanding Local SEO and Paid Search

Local SEO focuses on optimising your online presence to rank organically in local search results. When someone searches for “best plumber near me” or “restaurants open late in [city],” local SEO helps your business appear prominently in the local map pack and organic search listings.

Paid Search, also known as Pay-Per-Click (PPC) advertising, involves creating targeted ads displayed on search engine results pages (SERPs) and other websites. You pay a fee each time someone clicks on your ad. This allows you to reach potential customers actively searching for your products or services.

Key Differences:

• Cost: Local SEO is a cost-effective strategy with long-term benefits. While there might be some initial investment for professional optimisation services, once optimised, organic ranking doesn’t require ongoing cost per click. Paid search, on the other hand, requires ongoing budget allocation for ad spend.
• Control: Local SEO offers more control over your online presence, allowing you to refine your website content and GMB profile to target specific keywords. Paid search offers precise targeting capabilities, but your ad’s position and visibility depend on your bid amount and competition.
• Results: Local SEO results take time to build but can deliver consistent, long-term organic traffic. Paid search offers immediate results, allowing you to target specific keywords and quickly reach a wider audience.

Choosing the Right Approach

Here are some key factors to consider when deciding between the two:

• Business Goals: Are you looking for immediate brand awareness or long-term organic growth? Local SEO prioritises long-term organic growth, while paid search allows for immediate impact on website traffic and lead generation.
• Budget: Local SEO is a cost-effective strategy, but ongoing optimisation efforts might require investment. Paid search requires a dedicated budget for ad spend, which can fluctuate depending on your campaign goals and competitiveness.
• Competition: If your industry is highly competitive in your local area, paid search can offer a quick way to stand out. Local SEO takes time and effort to build ranking in a competitive landscape.
• Target Audience: Consider how your target audience searches for your business. Local SEO is ideal if they use location-specific keywords. Paid search allows you to target users actively searching for relevant terms, even if they haven’t included a location in their query.

The Power of Combining Local SEO and Paid Search

Both local SEO and paid search offer unique advantages. Here’s why combining them can be a winning strategy:

• Synergy for Maximum Visibility: Leverage local SEO for long-term organic ranking and paid search for immediate visibility during peak seasons or special promotions. This creates a powerful one-two punch for attracting local customers.
• Enhanced Brand Awareness: A combination of local SEO and paid search increases your brand’s overall visibility in local search results. Potential customers are more likely to encounter your business across different search channels, solidifying brand recognition.
• Data-Driven Optimisation: Paid search campaigns provide valuable data on user behavior and keyword performance. You can leverage this data to refine your local SEO strategy, targeting keywords with high conversion rates and audience interest.

However, combining both strategies requires careful planning and management to ensure a seamless user experience and avoid exceeding your budget.

Getting Started with Local SEO and Paid Search

Local SEO:

• Optimise Your Google My Business Profile: Claim and verify your GMB profile, ensuring accurate and complete information. Encourage customer reviews and regularly update your profile.
• Build Local Citations: Obtain listings in relevant online directories and industry-specific platforms. Ensure consistent NAP (Name, Address, Phone Number) information across all listings.
• Create Local Content: Develop high-quality content targeting local keywords and addressing local customer needs. Publish blog posts about local events, offer community-focused information, and showcase your expertise.

Paid Search:

• Define Your Target Audience: Identify your ideal customer and their search behavior.
• Keyword Research: Conduct thorough keyword research to identify relevant local keywords with high search volume and low competition.
• Craft Compelling Ads: Create clear, concise ad copy that highlights your unique selling proposition and motivates users to click
• Track and Analyse Performance: Regularly monitor your paid search campaign performance. Analyse metrics like click-through rate (CTR), conversion rate, and cost-per-acquisition (CPA) to identify areas for improvement and optimise your campaigns for better results.

Additional Tips for Success

• Mobile-Friendliness: Ensure both your website and landing pages for paid search campaigns are optimised for mobile devices. A significant portion of local searches occur on smartphones.
• Customer Reviews: Encourage positive customer reviews on your GMB profile and other online platforms. Reviews build trust and credibility, influencing both local SEO and paid search performance.
• Track Overall Results: Integrate both efforts. Track overall website traffic, lead generation, and sales to measure the combined impact of these strategies.

The Perfect Blend for Local Business Growth

The choice between local SEO or paid search isn’t always an either-or proposition. For optimal local online presence, consider a strategic blend of both. Local SEO provides a strong foundation for organic visibility, while paid search allows for immediate impact and targeted campaigns. By understanding the strengths and weaknesses of each approach, and leveraging the power of their combined effect, you can attract more local customers, drive business growth, and solidify your brand’s position within your local community.

Remember, the digital landscape is constantly evolving. Stay updated on the latest local SEO and paid search best practices to maintain a competitive edge and ensure your local business thrives in the digital age.