Yearly Archives: 2023

In today’s competitive job market, your income and career rely on knowing how to communicate your skills and experiences. To do so, you can choose one of two primary vehicles: a resume or a portfolio.

As a freelance writer and author, a portfolio is my greatest asset (and one I’ve been building since my first article was published at 19). Yet, when job searching over the years, a resume has been required by many positions.

Both a portfolio and resume display a person‘s professional skills and experiences, but what are the differences and unique opportunities that each presents?

Let’s look at the key differences between the two to help you pick the best tool for the job (search) at hand.

Portfolios vs. Resumes

Portfolios — What are they?

Resume — What are they?

Making the Right Choice

Portfolios vs. Resumes

A portfolio and resume help job seekers land work, but they have key differences in visibility, convention, and the review process.

Visibility

A resume is tailored for specific job applications. It’s most commonly updated and used when applying for jobs. Further, resumes should be tailored to each specific job application.

A portfolio, on the other hand, is a collection of a person’s professional skills and abilities available online 24/7. It may be viewed by a broader audience beyond just potential clients. Portfolios aren’t necessarily tailored to a specific job.

Convention

Resumes come with a very clear convention. These documents are one or two pages maximum, with experience listed in reverse chronological order. Resumes display your relevant qualifications while being as concise as possible.

A portfolio can be an interactive, creative, and extensive display of a person’s work. You can crumple up the concise document approach and share in-depth information.

That includes real-life samples, exercising any number of portfolio tactics, and creative ideas.

Review Process

A resume isn‘t only reviewed by potential employers; it’s first uploaded to a resume reader and scanned by artificial intelligence (AI).

As a result, following a strict format is often to your advantage, as it makes the document more scannable.

A portfolio is a collection of work samples that can only be reviewed by a real person. Creativity is your friend, as it’s another way to showcase your skills and abilities.

Portfolios — What are they?

A portfolio is a collection of work samples that demonstrate a person’s skills and experience. Portfolios used to be reserved for creative fields.

However, the modern job market has seen an influx of professional portfolios thanks to the gig economy.

Career culture has shifted away from single-job careers. While there may be a unicorn worker in your office who was hired at your company straight out of school, it’s a rarity.

Not only do workers change jobs regularly, but they also change careers more often.

Author and Harvard Business School faculty member Christina Wallace describes pouring yourself into one single job as “the riskiest move you can make” in her book The Portfolio Life. It’s estimated that 29% of workers have changed careers since graduating college.

This has fueled the need for professional portfolios. These repositories are a way of showing your work that focuses on displaying skills rather than summarizing experience. Careers that operate this way are on the rise.

Nicknamed a portfolio career, this is encouraged by the gig economy, where workers have traded a single full-time salary for contract-based roles. Economic uncertainty, such as pandemics and recessions, fuels this.

A portfolio includes details like the type of work that you do and your experience. This can also include any multimedia that displays your skills and experience, such as:

Photos.
Videos.
Audio files.
Video testimonials.
Philosophy statement
Written endorsements and reviews

Advantages of Portfolios

When does a portfolio outshine a resume? Let‘s look at the major perks of using this tool to display an individual’s qualifications.

You can persuasively display skills.

A resume is a brief description of your experience, while a portfolio is an entire collection of a person‘s skills. It doesn’t require you to take complex projects and boil them down to a brief paragraph.

There’s no need to condense an entire career enough to fit on one or two pages.

A portfolio shows all of your skills, experience, and past success in one simple package.

“In today’s rapidly evolving professional landscape, the lines between portfolios and resumes are becoming increasingly blurred,” shared attorney Ahn Min Hwan.

“A lot of professionals opt for online portfolios or personal websites where they sum up their resumes and also display samples of their work, certifications, and testimonials,” he says.

Visuals show instead of tell.

While portfolios have historically been used by web designers, writers, and others in creative industries, they’ve become more of a norm with the rise of portfolio careers. This used to be the key difference between a portfolio and a resume.

Portfolios are powerful and persuasive, especially when it comes to displaying creative talents.

“As humans, we are emotional decision-makers, and often we act on what we find visually appealing,” shared Gabe Marusca, founder of Digital Finest.

Gabe is an experienced web designer who creates websites and landing pages for coaches and consultants.

“In the creative space, having a visually pleasing portfolio not only makes you stand out against the competitors, but it speaks louder than words,” Gabe says.

You can demonstrate capability.

In a world where more than half of Americans have admitted to lying on their resume, portfolios slice through the noise. They show potential clients and employers the money.

“While the resume tells me the history, a portfolio shows me the capability,” shared Amanda Sexton, the founder of FocusWorks. “A portfolio is crucial if you’re in a field where your work can be visualized, demonstrated, or interacted with—like design, content creation, or web development. It offers tangible proof of your skills and achievements.“

Portfolio Examples

Resumes are limited to just one or two pages and follow a strict format, but a digital portfolio can take almost any form to showcase your skills. Let these examples inspire you to start designing right away.

This portfolio example from Nesha V. Frazier spans multiple web pages and shows various types of writing work.

What we like: This portfolio example shows writing samples broken up by category. It spans multiple pages, which is easily done on a portfolio thanks to the medium’s flexibility.

The next digital portfolio example is from Ralu Enea and showcases her skills as a web designer, highlighting her high volume of positive feedback.

What we like: The screenshots showing happy clients make this portfolio feel incredibly authentic and persuasive.

This final digital portfolio example from Gabe Marusca showcases his web design work.

What we like: This digital portfolio takes huge project samples and makes them viewable at a glance. It presents work in a really digestible format instead of leaving the viewer feeling overwhelmed.

Expert Tips for Portfolios

The most noticeable difference between a portfolio and resume design is that a portfolio can take almost any shape or form. Instead of that feeling overwhelming, let it feel empowering with these expert tips on how to get it right.

Use a tagline.

While a portfolio is a collection of your work, it can (and should) still have a sense of organization and structure. That’s where a tagline can help serve as a brief objective or summary statement.

“An attention-grabbing tagline is a terrific approach to bringing individuality into your portfolio while offering companies a broad view of what you can offer them,” shared Eran Mizrahi, the CEO of Ingredient Brothers.

“Bring some zing to the proceedings by capping them off with an unforgettable statement or slogan.” Ingredient Brothers summarizes its product with a memorable tagline on its website:

Keep your portfolio focused.

A portfolio doesn’t need to be a conclusive career summary.

While you may have work samples spanning many years, projects, and industries, a focused portfolio helps a hiring manager or client feel more excited about the potential than a broad portfolio.

“To create a great portfolio, I recommend showcasing only your best projects that highlight your ideal clients,” shared Gabe Marusca. “Ideally, your portfolio visuals should be in high resolution and focused on grabbing viewer attention.”

Resumes — What are they?

A resume is a document that summarizes your work experience as it applies to a specific job.

Often one or two pages long and accompanied by a cover letter, a resume displays relevant experience in reverse chronological order and is customized for individual job applications.

The concept of a resume hasn‘t changed much in your lifetime; in fact, it’s one of the only parts of the hiring process that hasn’t changed.

A well-crafted resume will display relevant skills in a quick and easy format. Broadly speaking, a resume should include any relevant achievements that demonstrate a person’s qualifications for a job.

Some standard features of a resume include:

Soft skills.
Contact details.
Work experience.
Relevant skills and life experiences.
Academic and professional qualifications.
Related volunteer jobs that you’ve worked.
A professional summary statement (sometimes called a career summary statement).

Even though resumes themselves haven’t evolved much, the way hiring managers review them has. It’s estimated that resumes are reviewed for less than 10 seconds by a potential employer.

Job seekers can still improve their resume writing and see better results. Here are some of the advantages of using a resume over a portfolio.

Advantages of Resumes

How does a humble one or two-page document stack up against a portfolio? Here are the advantages of using a resume in your job applications.

It’s a universal tool.

While designing a creative portfolio may take days or weeks, a resume is a straightforward and universal tool that doesn‘t need to keep up with the trends (no matter where you’re applying for work).

“Nearly every professional across the globe needs a polished resume or CV when actively searching for work,” shared Amanda Augustine, certified professional career coach, certified professional resume writer, and career expert for ZipJob.

“The moment you decide to start looking for a new job, you instantly become a marketer, and your resume is a key component of your personal marketing toolkit,” Augustine says. “Additionally, your resume often serves as your first point of contact with a prospective employer and will shape that hiring professional’s first impression of your candidacy.”

You’ll create a straightforward snapshot.

While a portfolio has a sense of endlessness to it, a resume is a comforting bite-size look at your professional qualifications.

Arriving at a great resume is far less time-consuming, thanks to its concise and predictable nature. Plus, not being forced to reinvent the wheel saves you a tremendous amount of time.

“A resume really serves as a career snapshot for employers,” shared certified career counselor Brad W. Minton, founder of Mint To Be Career. “If composed well, it provides an overview of your ‘greatest hits’ that are relevant for future target roles so that employers can get a quick indication of your value add.”

Resume Examples

Let’s look at resume examples provided by professional resume writers and career experts. These resumes focus on different roles, fields, and levels of experience.

This first resume example was provided by Andrew Fennell, director of StandOutCV. It’s an example of an entry-level position with a focus on academic achievements:

What we like: The format of this resume leverages color and design while maintaining its readability.

The next resume example was provided by Sylvia Glynn, executive resume writer for Ultmeche. It’s based on the well-known Harvard resume template:

What we like: This no-frills approach to resume design is primed for AI readability while still showcasing all the relevant skills and experiences that hiring managers need to see.

This resume example was provided by Brad W. Minton, certified professional resume writer and founder of Mint To Be Career.

What we like: This resume has a straightforward design that will pass through AI scans, but it still includes some subtle design choices that will show personality to hiring managers.

Is your resume ready to be scanned by AI? Use the free tool Jobscan to see if your resume is helping or hurting you at this phase of the hiring process.

This final resume example was provided by Amanda Augustine, a certified professional career coach, resume writer, and career expert for ZipJob.

What we like: This is a great example of a two-page resume that uses space well by adding columns to break up dense sections. The indentation on this resume also improves readability and makes for smooth and pleasing formatting.

Expert Tips for Resumes

Is a resume right for your job search? Then, it needs to be well-designed, up-to-date, and ready to knock hiring managers’ socks off. Use these tips from expert resume writers to make it happen.

Translate experience, skills, and talent to desired role.

A generic resume that‘s submitted to dozens of companies won’t get the same result as a resume that details your skills and experiences as they directly relate to your desired role.

“A strong resume really boils down to how well you translate what you’ve done into what you can do for the next role,“ shared Brad W. Minton. ”How you do that is by researching the position and company and showcasing how your past experience developed relevant skills for the role you’re seeking now, as well as creating qualitative and quantitative impact.”

Design resumes for functionality.

Designers, writers, and other creatives will be tempted to make their resumes unique and memorable, but that flair is best saved for your portfolio. Overly creative designs stuffed onto one or two pages lead to confusion and sacrifice functionality.

“When formatting and structuring your resume, you need to think about its function rather than just making it look nice. It has to be easy for recruiters to read and pick out the info they are looking for,” shared Andrew Fennell, director of StandOutCV.

Fennell recommends that sections be clearly defined with bold heading and white space. The text should be broken up into bullet points, and the color scheme and font need to make the text crystal clear to readers.

“Photos, icons, and other graphic features are nice to have, but focus on the important stuff first,” Fennell says.

Update and include your LinkedIn account.

A portfolio and resume are actually not stand-alone resources, as resumes can include clickable website links to other resources. Hiring managers will often reach for another snapshot of your skills and abilities: your LinkedIn account.

“My top resume tip is simple, but we often see it overlooked as recruiters. Include a clickable link to your LinkedIn profile just below your name on your resume,” shared Mike Basso, founder and CEO of Sales Talent Command.

“Because of its predictable format, many recruiters and hiring managers like to review a candidate’s LinkedIn profile for additional information,” Mike says.

If you need to be convinced of the power of LinkedIn for job seekers, find someone who’s active on the platform and look at the work experience section of their account.

You may see a blurb that says, “LinkedIn helped me get this job,” which you can see on my account for a position with the SEO company forank:

“Your LinkedIn profile can do a great job of differentiating you from other candidates if well-optimized. So, make it easy for those considering you for opportunities to find your impressive LinkedIn profile,” said Mike Basso.

Update your account and then initiate a LinkedIn strategy to help your account be more attractive to potential employers.

Making the right choice

When making the choice between a portfolio and a resume, see if the decision has already been made for you. The first question to ask is, what is the hiring manager or potential client asking to see?

Your portfolio vs resume debate ends if the hiring process is clearly outlined for you already. When the hiring process is less defined, consider how your experience and skills are best demonstrated and weigh these factors.

What are the other candidates for this position or contract submitting to demonstrate their skills?
Does your work require in-depth information to be explained, or can it fit on one or two pages?
How can you prove your success in past roles?
Do you have visual examples of your work?

As you’re packaging all the proof of your skills, you need to consider whether a portfolio or resume can showcase your skills and experience best.

If work samples and examples of your work would help you stand out to a hiring manager, aim for a portfolio.

Designers, writers, and anyone who works with multimedia will be able to showcase their skills better with a portfolio than a resume.

However, the majority of open work positions will ask for a resume so that it can be scanned using AI and sent through the standard hiring pipeline. Sometimes, there’s a case for both tools to be used.

When to Use Both

When choosing which tool can help demonstrate your professional capabilities, the answer might be both. While they do have their differences, a portfolio and resume can work in tandem instead of being pitted against each other.

When leveraged properly, it works to your benefit.

“In some cases, using both a portfolio and resume can be highly beneficial,” shared Nate Djeric, founder and career counselor at CareerBoost.io.

“For example, if you’re applying for a marketing role that requires both strategic thinking (resume) and creative execution (portfolio), presenting both can give you an edge,” Nate says.

Consider adding a link to a digital portfolio directly on your resume and also using your portfolio as an excuse to follow up with hiring managers and provide additional information.

Getting Started

Creating an effective portfolio or resume is an imperative task when you‘re putting yourself out there to potential employers and clients.

With these examples, best practices, and expert tips, you’re prepared to package your talent and impress every hiring manager.

PPC landing pages are the newest incarnation of an age-old sales problem: How do you keep warm bodies in their seats long enough to hear your message?

In the digital age, the key is to craft effective PPC landing pages that entice customers to stay, read, and follow the path you’ve carved — a customer journey from curiosity to conversion.

Stick with us as I explain and explore PPC landing pages and the elements that make them work. I’ll then share some great PPC landing pages, examples, and tools you can use to plan, execute, and analyze your PPC campaigns.

Table of Contents

What is a PPC landing page?
5 Elements of a Great PPC Landing Page
PPC Landing Page Examples
Tools to Analyze PPC Pages

5 Elements of a Great PPC Landing Page

While there’s so much more to know about landing pages in general, there are five must-have elements in any great PPC landing page, specifically.

Each of these critical elements has an important job to do, and they build on each other to convince the customer to act.

1. Include strong and relevant visuals to grab their attention.

Eyes lead, so you’ll need strong visuals that are directly relevant to:

Whatever you are selling.
The wording of the ad you created that led your customer to the landing page.
Ideally, the wording of your call to action (CTA) as well.

When your audience arrives at your PPC landing page, they should see thematic echoes of the ad they clicked. Strong and relevant images give them confidence that they are in the right place and weren’t swindled into clicking some wayward, spammy link.

Place your hero image near the top of your landing page so it draws attention immediately. If you can, tie the images you choose to your CTA messaging as well.

It’s an added layer of complexity, but when done well it creates a sense of cohesiveness. That way, it feels like every single detail leads to the CTA and contributes to the momentum you are building.

2. Use both a headline and a subheader.

Visitors are soaking in your visuals as they engage your first line of content, so your headline is important and should accomplish the following:

The headline and hero image must be relevant to one another.
The words and/or numbers you use in the headline should echo the wording and/or numbers from your advertisement, tying the ad to the landing page in order to start building trust.
Your headline should include your top keyword, if possible, and work together with the subheadline and visual imagery to establish the style of content to come.

The subheader has three important jobs:

Transitions content from ad language to CTA language.
Contains important keywords that may not fit into your headline.
Establishes the journey of the eyes, leading them downward to the next piece of content.

3. Sell it strategically and with your whole heart.

Your visitor has now transitioned and is ready for more information. Your details should be clear, specific, and really celebrate your product or service.

Organize the valuable aspects of your product into easily digestible chunks that lead from one to the next down the page.

Remember that no matter what you are promoting, it’s about meeting the customers’ needs or giving them a desired experience.

Let them step into the shoes you’re selling, so to speak, by couching the advantages you are offering into contexts your target personas will understand and naturally experience in their lives.

As you wrap up an informational section, write from the perspective of a thoroughly convinced and excited expert. This will lead into the next critical accelerant for your momentum: harnessing the customer perspective.

4. Provide social proof for outside confirmation.

This is the part of your stage show where you’ve done the main ‘song and dance’ and you now tell your audience, “Don’t just take my word for it! Let’s hear from these satisfied customers.”

Inviting feedback from your customers is part of a larger strategy that helps you improve your products, reputation, and marketing strategies.

This is one of the reasons why we collect written reviews, perform surveys, take ratings, etc. You get to use that information to provide social proof of your product’s value and your brand’s trustworthiness.

Testimonials from previous clients are the gold standard, and while written ones are the easiest to get, it’s worth the time and effort to get video testimonials, too.

If you have a lot of good ones to choose from, only put a few of your very best. More than a handful becomes overwhelming, and you can always provide a link to more testimonials to follow if visitors want to see more of them.

5. Create one CTA and repeat it like a mantra.

You want your CTA to be the heartbeat of your page. Your customer only needs to make one decision, and you need to draw their attention to that.

Reduce friction wherever you can so your visitors can ride the wave of your momentum and have good reason to slam that CTA button.

You want to keep your visitor laser focused on that one thing they need to do next. It’s that one ask you are making of them, even if you word it a little differently to entice more than one target persona.

Many landing pages even include a small CTA near the top for those who are already convinced and don’t want to spend a bunch of time on the landing page.

Why? Because customers differ, and that’s okay.

PPC Landing Page Examples

I tracked down some solid examples that make use of all five elements and pointed out where they’ve done an exceptional job.

Corpo Kinetic

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This landing page is a great example of choosing one CTA and letting it be the heartbeat of the page.

What I like about this: Corpo Kinetic uses the same black button over and over, and it stands out on the light background. It’s worded a little differently each time to entice more than one persona, but that button is the beat of the page.

We also see the words Schedule, Start, Join, Learn — and all roads lead to the Booking page, because that is the one action they want to call their customers to.

MTE

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The headline and subheadings taken to the next level.

MTE’s PPC landing page guides the eyes down to the CTA button like reading a book from the top left to the bottom right.

What I like about this: This approach takes advantage of how our eyes were originally trained in childhood when reading. Clever. What else is clever? It creates, in essence, two instances of headline and subheader to get more of their keywords in without looking cluttered.

BestReviews.com

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It is hard to articulate how little time and money most parents have, and how refreshing it is to have a landing page take you to the exact information you searched for with no preamble to scroll through.

This landing page is not fancy, but really nailed the visual elements that resonate with their target audience.

What I like about this: The strong visual is front and center, clearly showing what they’ve determined to be the best thermos overall and then the best budget thermos. Then they put a CTA button under each one to check the price and buy it. Boom — done — every busy parent’s dream internet shopping experience.

LeadPages

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Leadpages does a great overall job with this PPC landing page. The initial ad focuses on conversion, ease, and trying it for free. The landing page subheader hits all three ideas as well to let the visitor know they’re in the right place.

What I like about this: The headline uses an important keyword for them: lead generation. The Try it Free CTA starts in the initial advertisement and continues down the page like a heartbeat to each button.

They include social proof and have eye-grabbing styled images throughout. A landing page creator that practices what it sells — nice work.

Canine Sport Sack

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These people know that good-looking dogs can sell just about anything. Canine Sport Sack’s website has clear and colorful visual assets that catch your eye and guide you to an incredibly informative video of how to size the carrier.

What I like about this: It’s clear they start you here because down below they have their products broken down by size. Their sporty orange buttons change color with roll-over, and I’m still thinking about the adorable footer. Sold.

Generation Genius

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This landing page is a great example in many ways, but in particular of everything outlined in Element 3 (sell strategically and with your whole heart).

They provide photos and videos that let you step into the experiences they are selling before ordering. Valuable aspects of the product are organized in easily digestible chunks that lead from one to the next down the page.

What I like about this: They are really celebrating their product and selling it with their whole heart. Dr. Jeff gives his input as a thoroughly convinced and excited expert, then it rolls right into social proof. Absolutely nailed it.

Havenly

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This PPC landing page does a good job of echoing the ad with the the ideas of Get Matched and Get Started, which end up being the heartbeat of buttons down the page. Even the button that doesn’t match — Find Your Style — echoes the advertisement’s Based on Your Style to let you know you’re in the right place.

What I like about this: They matched the images in the top slider not just to the service but also chose images that coordinate in both color and cleanliness to the style and content of the page to come.

They also opted to put linked keywords at the bottom of the ad that could scoop up interior design adjacent traffic because they offer related content like Living Room Inspiration.

Rocket Expansion

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It’s pretty great how Rocket Expansion chose their CTA to sound more literary than normal. What a fun way to entice the persona of authors who want a website. The CTA buttons stand out nicely and repeat Enquire Now all the way down the page.

What I like about this: They start with relevant hero imagery in a background video, demonstrating a service they actually offer. Social proof is there, and examples of their work for both web and mobile look strong and enticing.

Klaviyo

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Klaviyo put together an on-trend, minimalist landing page that hits the marks. Clearly a good landing page, yet not the norm — that’s kind of their thing.

One of Klaviyo’s big strategies is actively using social media, which is not that typical of B2B. The phone-shaped images they’ve chosen reflect that and act as an indicator of their style and content to come.

What I like about this: They’ve chosen two CTAs to repeat like a heartbeat together, which isn’t typical, but they both lead to sign ups.

It’s not that different from how Corpo Kinetics’ buttons function, it’s just a different configuration. It makes you wonder what their analytics look like, and if they’re learning anything from it.

Colored Organics

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This is a more simplistic PPC landing page than many others on the list, but that’s definitely part of its charm. There’s a surprisingly large selection of baby products tucked behind its Shop CTAs.

What I like about this: Instead of using bold colors and videos to catch your eye at the top, Colored Organics knows that their target audience is going to be enthralled by a smiling baby in a clean space with a cute jumper that visitors will assume is organic, safe, and healthy.

Banana Republic

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Banana Republic and White House Black Market below deserve kudos for their PPC landing pages. If you’ve ever clicked on retail clothing or department store ads, you can typically expect to be inundated with words and pictures, items, drop menus, and a million chances to leave where you just landed.

What I like about this: Banana Republic leads to the PPC landing page shown above after an original search for denim jacket. That’s a pretty classy place to land compared to companies you might expect to be competing for denim jacket traffic.

They do have drop menus but they are small and unobtrusive — the eye-catching images remain the stars that entice you to scroll down to see more. There you find clean and clear CTA buttons to sign up, sign in, and join.

White House Black Market

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Like Banana Republic, White House Black Market takes its PPC landing pages seriously and makes it clear what to expect from their style and content to come.

WHBM’s ad lands on an enticingly moody video that makes a hero of the idea of light and dark together.

What I like about this: We hear the heartbeat from the buttons down the page that read Shop New Arrivals, Shop Sweaters, and Shop Icons. They want you to get in there and take a look, but won’t be brash or gaudy about it. They’re elevating it and standing apart from the fray.

Home Chef

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Here’s a good example of hitting the marks while keeping it tight and concise. Home Chef focuses on meals in the ad, in the subheader, and the CTAs.

What I like about this: They’ve chosen punchy, yummy imagery of food that is relevant, flavorful, and health-conscious. Their info sections are small but present and lead you down the page like they should.

Volvo’s Electric Vehicle

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There is some hot PPC ad competition between Toyota, Tesla, Nissan, and Volvo right now on a search for electric vehicles. Toyota wins for selling with their whole heart and invoking a healthier planet.

However, Volvo is selling the heck out of their designs and features on their landing page. Did you see those wheels? They look like wind turbines — what a fun idea.

What I like about this: Volvo’s landing page does a solid job of focusing their style and content on futurism. You see cleanliness, technology, efficiency. Their information sections are cleanly batched down the page. CTA buttons read Build Yours to make it personal, and there’s something pretty special at the bottom.

They actually ask visitors what they think of the landing page. Perhaps they’re getting insights that help them edge out the competitors by simply asking.

Litter Robot by Whisker (Kind of)

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So close, Litter Robot! This one deserved to make the list. Their PPC ad led to a product page that makes sense if you know what the product is already, but isn’t in line with PPC landing page practices.

However, if it linked to something like their homepage instead — pictured above — it’d be knocking best practices out of the park. They could even keep the same PPC ad because it already mentions never scooping again.

What I like about this: It’s beautiful and ticks every box:

Relevant and eye-catching images including an opening video
Headline that echoes the PPC ad and an enticing subheader that leads toward the CTA
They sell with their whole heart, are clearly excited about their product, and sections of information are neatly contained in boxes that lead down the page to…
Social proof in the forms of videos, readable content, and big-name endorsements
Obvious CTA buttons down the page — a heartbeat that repeats Shop Now

Tools to Analyze PPC Landing Pages

Once you’ve put in the work to create a PPC landing page, next you’ll want to do some analysis.

There are a number of tools available to learn how your landing page data stacks up against competitors, A/B test your design, see what’s working and what can be improved, etc.

Here are four I recommend:

1. HubSpot

Pricing: Free

Additional pricing options:

Starts as low as $20/mo. for CMS Hub Starter
Free 14 day trial then as low as $360/mo. for CMS Hub Professional
Free 14 day trial then $1,200/mo. for CMS Hub Enterprise

Features

Collaborates with Google Ads and Facebook Ads
Video analytics to understand how visitors interact with video testimonials
An optimization tab that gives suggestions on how to improve your search engine performance

What I like: All-in-one solutions. HubSpot offers a free CMS and a diverse suite of tools that have been designed to integrate seamlessly. Analytics are available for all products and plans.

2. Google Analytics 4 for Google Ads

Pricing: Free

Features

Collects both website and app data for analysis
Uses machine learning to identify and report changes and trends in your data
Offers direct integrations with several media platforms

Pro Tip: If you have a CMS-hosted website (whether that’s HubSpot, WordPress, Drupal, Shopify, etc.) and are comfortably settled in with your build, you can simply sign up for a free Google Analytics 4 property and connect it via the CMS.

3. Semrush Advertising Research

Pricing

Pro: $129.95/mo comes with free trial
Guru: $249.95/mo comes with free trial
Business: $499.95
Custom Plans Available: Contact Semrush for details

Features

Categorizes keywords based on search intent to improve your accuracy
Shows examples of your competitors’ live ads locally and/or internationally
Details the emotional triggers used in competitor’s ad copy
Lists which keywords your competitors are bidding on

Best for: Charts and graphs aficionados. Semrush has a knack for presenting information graphically/visually, enabling users to better understand and act on their analyses.

4. Ahrefs

Pricing: Note: All plans below benefit from 2 months free if paid annually.

Lite $99/mo.
Standard $199/mo.
Advanced $399/mo.
Enterprise $900/mo.

Features

New Keyword Clustering function in all plans
Standard and higher plans include a new portfolio feature that creates an aggregate report to compare your pre-selected targets (domains, subfolders, or URLs)
Displays broken links and broken backlinks for easier identification and update

Pro Tip: Ahrefs has a lot to offer, and is best used by people who are already familiar with analytics. Meaningfully navigating, interpreting, and making use of the advanced features takes some time, practice, and experience.

Get Started

I’ve covered the what, why, and how — let’s chat about now. Right now you have the foundational information you need to get started.

Create an enticing advertisement that links to a PPC landing page. Create the landing page content using the advice above. Choose and connect a PPC analysis tool to your landing page.

Then, you can iterate the advertisement and/or the PPC landing page and track the results. If your changes work, you’ll see better results. If not, reiterate to find what works best for your product or brand.

Post Content

When you want to reach a global audience, turn to international PPC.

PPC, or pay-per-click, campaigns have long been an effective way to get in front of your target buyer and drive traffic to your site. When it comes time to expand into a new market or reach customers on the other side of the world, that’s when you need to employ an international PPC strategy.

Below, let’s go over everything marketers need to know about international PPC campaigns: how they’re different from domestic, how to create them, and some best practices and examples to give you actionable inspiration before your next campaign.

Table of Contents:

What is international PPC?
How International PPC Campaigns Differ from Domestic
How to Create International PPC Ads
PPC Landing Page Examples
PPC Tools
International PPC Best Practices

Advertisers can target these keywords and use their ads to direct people to their website or landing page. PPC means advertisers will pay a fee whenever someone clicks on their ad.

International PPC is an effective way to reach customers around the world, whether you’re expanding into new markets or your primary customer is in a different country.

Because these ads are usually seen in search engine results on Google or Bing, advertisers create these campaigns on Google Ads or Microsoft Ads. You can also create PPC ads for social platforms like Meta or ecommerce sites like Amazon.

How International PPC Campaigns Differ From Domestic

If you’re familiar with PPC, you likely understand how to create ad campaigns for a local or domestic market. However, international PPC campaigns are different when it comes to preparation, ad creation, and distribution.

Here are the main differences between international and domestic ad campaigns and what you can do to bridge the gap for your audience, according to international PPC experts.

Domestic ads can be repurposed but not replicated for international markets.

It can be tempting to take a successful domestic PPC ad campaign and distribute it to all of the new markets you want to target. But simply replicating your ads won’t yield the results you’re looking for.

“One-size-fits-all templates don’t work,” says Flavio Rodrigues, an SEM consultant who runs the consultancy, Digital Sardine. “There are differences in languages and dialects, currencies, user behaviors, and even payment methods,” he adds.

“US companies sometimes underestimate the diversity and differences among European countries, as they may be used to dealing with one large territory, one language, one currency, and one approach.”

If you want to build international PPC ads, it’s best to start from scratch in terms of strategy. “That’s not to say that you need to rebuild all of your ads and landing pages,” says Brent Stirling, a performance marketing consultant who formerly ran paid social ads at Shopify.

“But if you‘ve got screenshots of a SaaS product that are all in English and you drop those into the Vietnamese market with some machine learning translated copy, it’s not going to go as well as you hope.”

The costs vary.

Another significant distinction between running international and domestic ads is the cost per click (CPC), “which is typically lower outside the US due to the high competitiveness of the US PPC market,” Rodrigues points out.

As you’re creating your domestic ad spend budget, keep in mind what your average CPC is for your current campaigns so you have a baseline to compare with.

In addition to your ad spending, you may also see differences in how your international customers spend.

“Credit card penetration rate in Germany is far lower than the US, for example,” according to Stirling. “If people can only pay for your product with a credit card, you’ll see an inflated customer acquisition cost and not understand why.”

Context is key.

When creating for international markets, be aware of the differences in language, currencies, purchasing habits, and behaviors compared to the market you’re already familiar with.

“Context is one of the hardest things to figure out,” says Stirling. “It’s not just about the ads you run and how they look and feel, but how different countries operate too.”

While context is critical, it’s also something that’s hard to pinpoint until you’re deep in the process. If you’re new to a certain market, see how others are running ads in those countries before you set off to create your own.

“Figure out if there‘s any difference in how people advertise in different countries or how people use the platform you’re running ads on,” suggests Stirling.

He recommends using searchable database tools like Meta Ad Library and Google Ads Transparency Center to get a sense of what your competitors are doing in the markets you want to run ads in.

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Ready to launch your campaign in an international market? Follow this step-by-step guide to create your next international PPC ad.

1. Determine your target location.

Geographic targeting is key to any PPC campaign, but it’s especially important for an international ad.

Use your PPC management tool to decide exactly where your target location is. You may know that you want to target customers in the UK, for example. But do you want to reach people in bustling London or the English countryside?

Every region within a country is different so identify exactly who your target customer is when determining your target location.

While localization is important, it’s crucial to do your research into cultural context and audience behaviors so you can understand what actually resonates with your customer — and what doesn’t.

“To run ads in France, you don’t need to have someone in a beret with a baguette,” notes Stirling.

“In some cases, I’ve actually seen full localization of every aspect of a customer journey, from ad to landing page, go really poorly in places like China, Japan, India, France, Germany, and Italy, especially in the SaaS space.”

2. Identify target keywords.

Use Google Keyword Planner or a tool like SEMRush to identify the keywords you want to target in your international PPC ads.

When identifying your target keywords, remember that certain keywords may not directly translate into the international target market language. To avoid saying something offensive or just plain wrong, invest in translation services.

If you don’t have the resources for a translation service, at the very least, run your keywords through Google Translate. Keep in mind that direct translations don’t always work, so if possible, it’s better to work with a person or service to get context behind the keywords and language of the market you’re targeting.

3. Determine your CPC budget.

As we mentioned earlier, depending on where you’re running your campaigns, the cost will likely be different from what you’re used to.

For example, English-speaking markets are typically the most expensive to advertise in, so you may want to adjust the budget if you’re targeting a different market. You can always modify your budget and reallocate spending once you get started and have a better idea of what your CPC and acquisition costs are.

4. Choose or build your landing pages.

Next, decide where to direct people who click on your ad. Search ads are designed to drive traffic to your website, whether that’s your homepage or a specific landing page — it depends on your goals.

You can either optimize an existing page on your website to match the ad or build a new landing page from scratch.

The key is to make sure everything on the landing page aligns with the ad campaign you’re running.

If your ad headline promises a quick and easy way to book a flight, the last thing someone wants is to click through multiple steps to find the booking page.

Make sure your ad and landing page are aligned when it comes to messaging, content, and calls to action.

5. Build your ad.

While you want to be mindful of the markets you’re running your ads in, consider using more general visuals and weaving localization in where it matters, like in the ad copy and currencies.

Figure out what your ad copy and landing page creative will be and how it all speaks to your international audience. “Making sure every element is localized, or at least palpable, for an international market is key,” says Stirling.

As you build you ad, refer to other international ad campaigns you noted during your research. Keeping the standard PPC ad structure in mind — headline, display text, URL — weave in the localization elements for the new market you’re targeting.

PPC Landing Page Examples

To get a better idea of what an effective PPC landing page looks like, let’s take a look at a few international PPC search ads and how their landing pages match up.

Hotels.com

It should come as no surprise that the travel industry excels in running international PPC campaigns.

When you have a global brand that reaches customers around the world, you need to be skilled at localization and running multiple campaigns at once.

One example from the travel industry comes from Hotels.com. The hotel booking site uses search ads to promote its easy reservations process, top-rated hotels, and positive customer reviews to travelers from around the world.

This particular ad targeted the French market. Not only did it use French language for the ad copy, but it specifically highlighted hotels in different French cities, from Lyon to Marseille.

If you click the ad, you land directly on the Hotels.com booking page. The landing page is in French which is in line with what you’d expect when clicking on the French search ad.

Everything about this international ad is clearly optimized and localized.

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Bluepillow

Another travel industry example comes from Bluepillow, a global vacation rental search engine.

The Milan-based company uses international PPC ads to target global customers who either want to book a short-term rental or list their home for rent.

Below is a PPC ad from Bluepillow that’s written in French and promotes savings and deals for rentals in Paris.

The search ad leads directly to the landing page below which is the booking page for rentals and hotels in Paris. The prices are automatically displayed in the country’s currency, the euro.

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Shopify

Shopify is a leading ecommerce tool used by millions of businesses around the world. This means they need a strong international PPC strategy to reach global customers.

Below is an example of one of Shopify’s search ads promoting its global ecommerce solutions.

The search ad directs users to this landing page. The messaging of the landing page aligns with what someone would expect after seeing the ad from the search results.

It describes what someone who’s conducting international ecommerce needs out of their website, and all of the globally-minded solutions that Shopify offers.

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Amazon

Global online retailer, Amazon is also a major player in international PPC.

An example of their strategy can be seen in the two PPC ads, below. Both ads are created to promote Coca-Cola listings on Amazon but they target different markets. The first one is designed to target the US market.

The ad’s headline displays the official Coca-Cola page on Amazon, which it directs to when you click it.

The rest of the ad copy reminds shoppers that Amazon has kitchen and dining supplies from hundreds of popular brands, assuming that the person seeing this ad may need more groceries or supplies in addition to the beverage.

Here is the second search ad which targets the Mexico market. The ad is written in Spanish and directs to a listing for the beverage on Amazon Mexico. What’s different about this ad compared to the US version is the messaging.

Instead of mentioning any other Amazon products or categories, this ad focuses solely on a limited-edition beverage from the brand. Why, you may wonder?

Coca-Cola is the most consumed beverage in Mexico, so one can assume that a limited edition product would pique the interest (and increase the click-through rate) of some of Coca-Cola’s biggest fans.

PPC Tools

HubSpot’s PPC Campaign Management Template

This free template from HubSpot acts as a checklist to ensure you don’t miss any key elements for a successful ad campaign.

Following this template can be especially useful if you’re new to creating PPC ads as it provides a descriptive breakdown of what your ad copy should look like.

For example, it outlines how many characters are needed for each ad headline or display URL and includes a chart for you to track key campaign metrics such as impressions, cost-per-click (CPC), and conversions.

Simply plug in your ad campaign information and track relevant metrics to measure your results.

Best for: If you’re a beginner, use this free template to plan and track a full-funnel international PPC campaign from start to finish.

Google Ads Editor

Google Ads Editor is a free tool to manage and edit your Google Ads Campaigns wherever you are. You can modify your campaigns, make bulk changes, and even work offline so you can adjust your ads as quickly as needed.

Best for: This free tool is an essential part of PPC campaign management.

SEMRush

Keywords are the most important element of any PPC campaign, but you need to make sure you’re targeting the right ones to see results.

Use SEMRush to identify and collect target keywords for your campaigns.

You can also manage those lists of keywords (because we all know how challenging it can be to keep track of those keywords when you have multiple campaigns going!) to remove duplicates and set negative keywords.

What we like: You can use SEMRush to identify, track, and manage both organic and paid keywords.

Wordstream’s PPC Software

Wordstream makes it easy to manage every aspect of your PPC campaigns using automation.

Using this PPC software, you can conduct keyword research, improve workflow management, create ads, and analyze your campaigns in one easy-to-use interface.

Plus, Wordstream offers a seven-day free trial, making it ideal for small businesses with limited resources (or time) to waste.

Best for: Small businesses that want to make sure they’re getting the most out of their PPC strategy. Wordstream also offers a free GoogleAds Performance Grader so you can get an overview of how your campaigns are performing, especially in relation to your competitors.

To create effective paid campaigns for an international audience, follow these four best practices recommended by PPC experts.

1. Use native language.

The number one thing to remember when creating global ad campaigns is to use the native language of your target market.

While this may sound like a no-brainer, it can be easy to overlook details if you don’t keep international in mind throughout the entire campaign process.

Make sure that not only does your ad copy use native language, but that your landing page is a fully connected user experience.

This means the landing page should use the same language as the ad and the product experience should match your target audience, from their behaviors to currencies.

Another best practice to keep in mind when it comes to using native language is to avoid using direct translations. “Ads and the experience that follows are a creative endeavor,” says Stirling. “Your brilliant English copy, if translated poorly, is going to result in less than stellar results.”

To avoid confusing messaging and increase the chance that your ad will convert to a new market, Stirling recommends transcreation.

“Having access to a solid transcreation team or service that can take your English copy and not directly translate it, but transcreate it so it makes sense in the context of another language gives you a huge leg up,” he says.

Another way to create effective copy for international campaigns is to be proactive with the language barriers.

If you already know which international markets you want to target, you can prepare by working with native-speaking copywriters in those regions *before* you distribute your ad.

This can be a great way to understand the market and the audience you’ll be speaking to and get more context behind the message.

2. Get specific with your ad groups.

Effective PPC campaigns should have a series of ads within the campaign. Think of these as a way to A/B test everything from the headline to the landing page.

For international PPC ads, consider getting even more specific within your ad groups. Rodrigues recommends structuring campaigns with consideration for both locals in their home countries and locals living abroad.

“Consider factors like language and currency preferences for users in a specific location,” says Rodrigues. “If you target only English-speaking users in the UK, you may miss out on millions of expats, so consider targeting users in French, Spanish, German, and other languages.”

3. Experiment with campaign settings to optimize results.

All successful PPC campaigns require continuous testing and optimizing, and international ads are no different. Always test and refine your ad creative, copy, targeting, and bidding strategies.

As you learn more about the international market you‘re targeting, you’ll pick up on things that may be working and what’s not. Take what you learn, apply it to your campaign settings, and track the results.

4. Build with international in mind.

If you’ve already found success when creating domestic PPC ads, then you’re halfway there. You already know how to structure, create, and budget for ads that convert. Now take that knowledge and build for a broader audience.

“The tried and true method for me is to build with international in mind, using product screenshots that are language agnostic, then test those ads in English-speaking markets with English copy where you’re already advertising,” says Stirling.

“These are typically the most expensive places to advertise, so if you can win there, you can win everywhere. Take your winners, transcreate your copy and landing pages, and launch internationally.”

Build Your Own International PPC Strategy

If you’re marketing to customers around the world or in a specific global region, having an international PPC strategy is essential for your marketing team.

By using these international ad best practices and tools, you’re setting up your team for global success.

Did you know that roughly 800,000+ people search “plumbers near me” on Google a month? That’s a lot of demand for plumbing services.

If you don’t target the correct keywords for SEO (Search Engine Optimization), you may miss out on a lot of business.

Starting a business website is never easy, especially if you are a one-man-band. You’re likely an expert on fixing water heaters or replacing broken pipes.

However, you might not know how to market your business so customers can find you correctly.

When I started a website for my small business, I was overwhelmed by the sheer amount of information surrounding SEO.

Here is the strategy I implemented for my business and top tips for improving your SEO in an easy and approachable way. Let’s dive in.

How SEO Benefits Plumbing Businesses
Local SEO Strategy
How to Build an SEO Strategy for Your Plumbing Business
Five Tips for Building an SEO Strategy

How SEO Benefits Plumbing Businesses

SEO is the process of optimizing your website. Hence, it’s easy for search engines to read, trustworthy enough for them to recommend you, and a great way to grow your business without paying for advertising.

So essentially, SEO can help your plumbing business by ensuring your website is shared with potential customers who wouldn’t know about you otherwise.

Local SEO Strategy

Local SEO strategy is likely the best way for a plumbing company to get customers who can actually hire them.

For example, when you’re a small to medium business, you don’t really need people in other countries to find your plumbing business when searching Google. You can’t physically go to their homes and help them.

Remember, most people search for “plumbers near me” to get local recommendations.

If you’re a larger business with locations across the country, you may need to try another strategy that’s more dependent on brand recognition to cast a wider net.

How to Build an SEO Strategy for Your Plumbing Business

No matter the size of your business, there are a couple of key steps you can take to start ranking for your plumbing services. The first task is creating a business page on Google and other search engines so you can be identified.

Register Your Business with Google (Eight Steps)

Creating a business profile on Google is free and easy. Here’s a step-by-step guide for this process.

1. First, go to this link and click “manage now.”

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From there, you will choose your business type. If you’re making a business for your plumbing services, you will want to click “service business.”

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2. Google will then ask what type of business you are; you will want to specify that you are a licensed plumbing contractor and ensure this is the case before registering as one.

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3. You can then enter which cities/counties/states you are willing to serve customers in. Consider the cost of gas if you have to travel very far.

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4. Next, enter your business phone number, preferably different from your personal phone number. You can also add a business line to your phone number by contacting your provider.

On this page, you will also want to put in the domain name of your business website.

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5. Enter your mailing address (which will remain private) so Google can verify you’re a real person. Fear not; you don’t have to have a business address if you run your plumbing business out of your house.

If you do have a business address, I highly recommend you put that information in so locals can see what city you’re based out of.

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6. The next step is putting in what services you offer. Google will prompt you with the standard services most plumbers provide.

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You can then add store hours, which should be straightforward.

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7. From there, you can put in a business description, which you will want to include your SEO research and the specific keywords you’re targeting.

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For example, if you’d rather not do installations, you would want to leave that keyword out of your description and focus on the services you do want to provide.

8. Finally, you can add pictures of your work, a great way to showcase your plumbing specialties. The platform will offer you a $500 credit towards Google ads, which you can opt out of.

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Once you’ve finished all these steps, Google will verify that your business is real, and you will be live!

Keyword Research

You don’t need to be an SEO expert to do some basic keyword research.

Of course, if you’d rather not go through the entire process alone, there are keyword tools such as Hubspot’s SEO marketing software. SEMrush offers a basic keyword research function for free.

You must pay a monthly fee if you’d like more in-depth info.

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Google also offers a keyword planner for those paying for their ads, which may work out great if you accept their free $500 credit during the business registration process.

Choose keywords based on both the work you like to do and the work that’s most needed in your area at that time.

For example, pipes often burst in the winter in cold areas, so if you’re a plumbing business opening in January, you may want to target keywords such as “pipe burst fix” or longtail keywords like “what to do if my pipes burst.”

Content Creation

Blogs, social media posts, white papers, YouTube instructional videos, and more are all examples of content you can create to get organic (free) traffic to your website.

Content creation can seem overwhelming, but it’s pretty straightforward when you’re an expert in your field.

When thinking of ideas about the content you want to write or film, consider the most asked questions you get from customers.

For example, this could be weighing the pros and cons of different types of water heaters. Create a blog that gives valuable information on different water heater types and associated costs, and you’ll have valuable content.

People know when content is actually helpful or when it’s just sales material, so you will want to create content that offers a lot of value to your reader.

Reviews

Past clients or your friends and family you’ve helped can be valuable resources for building your business.

Have them write reviews and testimonials for your business on Google or other domains so you can start to be recognized as an authority.

If they have pictures of your work, have them add them because this can get more traction for those reading your reviews.

Advertising

There are lots of ways to advertise these days. Online advertising can be purchased on every social media platform and by domains.

However, traditional advertising methods such as mail ads, billboards, and TV/radio are still nothing to sneer at.

You’ll want to think about your typical customer before paying for a type of ad. Is your customer elderly? They may still choose their providers based on mailed coupons or radio ads.

Is your customer a newly married couple? Social media might be the way to go.

If you’re unsure where to begin, you might spend your advertising money across multiple platforms to determine the best ROI (return on investment) for the first month.

Monitoring Results

One of the most important steps to create an SEO strategy is to set aside time to review your results at least monthly (preferably weekly).

Google Analytics and Google Search Console both have valuable data on how you’re ranking for keywords and how much opportunity your advertisements have brought you. Check out this blog on Google Analytics to get started.

Five Tips for Building Your SEO Strategy

1. Choose your business name wisely.

If you haven’t created your brand/business name, consider incorporating local SEO into your name.

For example, if you are located out of Chicago, you could call your plumbing business “Hyde Park Plumbing” or “The Windy City Plumbers.” By referencing your location in your business name, you can get bonus local SEO points that don’t require content creation.

This type of business name is also easier for customers to remember if they see an advertisement or your branded plumbing truck rolling around town.

2. Buy or create a logo.

Creating a logo is easier than ever with platforms like Canva or Smashing Logo offering free logo creation tools. You can also hire a graphic designer on LinkedIn or Fiverr to create a unique logo for you. If you have a Hubspot account, uploading logos to your website and favicons using these instructions is easy.

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Your logo is essential for brand recognition and SEO, so be sure to choose colors, shapes, etc., wisely. Remember this quote by Sol Sender, “The strongest logos tell simple stories.”

3. Build backlinks.

A backlink is when another website links to your business’ website.

Essentially, “for people to discover your website, you need to build pathways and big, flashing signs that lead them there. In digital marketing terms, this means you need links, links, and more links,” says Luisito Batongbakal, a content strategist at FilipiKow.

Backlinks are an excellent way to gain authority with Google and move content pieces onto the first page of search results.

However, they can also be a lot of work, so the best strategy for building backlinks is to slowly but consistently reach out to other company’s blogs and offer a quid-pro-quo approach to backlinking.

Social media is also an excellent way to get linked without reaching out. If you post valuable content like a video on how to perform a plumbing repair, other companies may link to your video.

4. Answer customers’ questions before they ask.

In his marketing book, “They Ask, You Answer,” Marcus Sheridan shares that answering customer questions is “a business philosophy. It’s an approach to communication, company culture, and how we sell as a business.

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It starts with an obsession: “What is my customer thinking?” And when I say “obsession,” I really mean that.

It extends past “What are they thinking?” to “What are they searching, asking, feeling, and fearing?” Some companies think they understand these questions, but most do not.”

Including an FAQ section on your website can ensure your customers get the information they need quickly to choose who they want for their plumbing needs. The most important question you can answer is pricing.

The more transparent you are about how much a service costs, the more your customers will trust you, and the more your business will grow.

FAQ sections have the bonus of sometimes being chosen by Google for their “Quick Answers.” Check out this blog on FAQ pages and how to optimize yours.

5. Monitor SEO trends.

My final tip for creating a solid SEO strategy is vigilantly following SEO trends.

One of the ways I’ve discovered is by following important content creators and SEO experts on LinkedIn. These experts will frequently post the latest SEO trends with data to back up their claims on your LinkedIn feed.

The founder of Flow SEO, Viola Eva, describes this as “the reality of SEO is the reality of any successful endeavor: It will take strategic, consistent, and sufficient efforts to rank well.”

Consistently working on your SEO month after month can have a much more significant impact than trying to get it all right at once.

Another way to stay ahead of trends is to subscribe to the Hubspot Blog, which frequently shares articles focusing on what SEO trends are popular now.

You can also specify the type of content you want to receive in your inbox, letting you opt-in for SEO tips.

Create a Strategy that Works For You

The best SEO strategy is one that you have the time and energy to implement now and consistently work at. Don’t be afraid to start small, especially as you work on getting your plumbing business off the ground.