Topics Discussed and Key Points:
- How the pandemic has impacted organic and paid search in the senior living space
- Differences between Google and Bing for paid search
- How to maximize organic search and, later, complement it with paid search
- The steps to mapping out an effective SEO strategy
- First-touch versus retargeting campaigns
- Paid ads on Facebook versus Google and Bing
- How to set proper expectations when running ad campaigns
In today’s episode, Debbie speaks with Jay Buerck, Director of Strategy at Digital Strike, a “search-focused marketing company” catering to businesses of all sizes. Specializing in organic and paid search, the company’s focus is to harness intent-based marketing from search engines.
In this conversation, Debbie and Jay do a deep dive into all things Google Adwords, PPC campaigns, and other strategies to increase a business’s web presence.
With over half of Digital Strike’s business being in the senior living space, Jay references a DialogTech study which found that search volume has been decreasing, up to 40% for certain providers. At the same time, 75% of searches related to finding a community have taken place online, with about 83% of those searches coming from individuals who do not have a specific community in mind.
“It’s vitally important to be online,” says Jay, “and increase your visibility, whether that’s through organic search or through paid search.”
Asked about maximizing organic search, Jay refers to the three pillars of SEO that Digital Strike subscribes to: technical, content, and authority. Anyone can start seeing a boost in their search rankings by optimizing all three of these foundational factors.
Jay also speaks on setting expectations when running ad campaigns, saying that it’s important to look not only at your company’s metrics, but those of others who have run comparable campaigns so that you are not looking at your data in a vacuum. It also helps to engage in conversation with stakeholders and refer to reports that reveal current market trends.