Jason Hennessey

Break Into Your New SEO Career

Break Into Your New SEO Career Search engine optimization (SEO) has become an increasingly in-demand service as businesses realize the importance of a digital marketing strategy to their success in the modern business world. As the digital marketing and SEO field grows, so does the demand and the opportunities for SEO practitioners. The takeaway is that it’s currently a great time to expand your skills and knowledge to get into SEO as a career.

Whether you have years of experience in SEO or are just starting out, there are a number of things that are important to know that can give you a leg up. Because there is so much potential in digital marketing, there are many ways to specialize and make a great living doing something you love. You will face significant competition as more professionals choose similar career paths. You can put yourself in a great position to succeed by actively learning from numerous sources and continually trying new strategies to find out what works best.

Evaluate your skills to make sure you’re well-suited for this field. It takes quick agility, a willingness to admit you missed the mark, a hunger for learning, and an analytic mind to see the bigger picture within the minute detail. Sound like you? Then these tips might give you a head start into this invigorating, rewarding career.

1) Engage a mentor. 

Search engine optimization is a tricky industry because it’s constantly changing—more so than almost any other type of career. As an industry expert, it’s important not only to keep up with the industry advances, but to understand the underlying principles and best practices so you can quickly adapt whenever something shifts. A mentor can be incredibly valuable to help you learn to weather the constant changes in SEO and come out ahead.

When looking for a mentor, choose someone who has been in the industry for a while and has survived many of the major changes SEO has undergone. They will be better equipped to help you understand how SEO evolves, and you’ll have someone in your corner to rely on when you need to ask for wisdom.

Don’t be afraid to ask for help or advice from people with more experience and especially from those who are doing what you hope to do someday. You might be surprised how willing many experts are to give advice and help you out—it makes them feel good to be asked in the first place, and many enjoy helping and seeing less experienced people grow.

2) Ask a lot of questions. 

Questions are vital for learning. Without them, we don’t retain as much information, and it can be difficult to understand concepts that are explained to us. Think about that class you hated in high school—how much information do you remember from it? You probably didn’t learn very much, because you weren’t invested enough to stop and ask questions. When you practice curiosity, do research, and ask questions, you’re more likely to retain the information you discover. You’ll also gain a better holistic understanding of whatever you’re learning about and are likely to discover information you hadn’t even thought to ask for.

There are plenty of ways to get answers to your questions. Ask your mentors and other professionals, watch YouTube videos, post questions in forums or on Facebook groups, Google your questions, or even take courses on things you don’t have a strong understanding of to improve your foundation of knowledge. The better understanding you have of how SEO works, the better value you’ll bring to your clients or employer, and the better results you’ll provide consistently in your work.

One of the best questions you can ask people in the industry is ‘what hasn’t worked for you?’ It’s amazing when you’re able to learn from others’ mistakes and minimize your learning curve.

Learn from books! Buying books about SEO is an inexpensive way to learn about the industry and specific strategies for a small investment. This image shows just one small shelf of the books in my library where I’ve learned valuable information about SEO and business.

3) Check your ego.

As you start to get results, avoid allowing your ego to grow. Digital marketing can be a difficult industry and it’s okay to celebrate your successes and take pride in your work. However, I’ve seen this go too far. When you let your victories get to your head and begin to think of yourself too highly, you will become resistant to learning and ultimately will become less adaptable, which will not lead to effective results in an industry as fast-changing as digital marketing.

Two things you must know: first, there is always something to learn about SEO. And second, no one has all of the answers.

Furthermore, you’ll be better trusted and respected if you stay humble and provide results. Humility is important in any work you do for clients or employers—it’s important to focus more on their success than your own. When you learn to feel excited about the greater impact of your projects, your work will become more meaningful as you see your role in the bigger picture, which also keeps you motivated to continue providing excellent results. There’s no better feeling than to see a keyword you’ve been working on optimizing finally make it to the first page of a Google search.

Search engine optimization can be a great field to grow a successful career, with plenty of room for expanding your expertise and even building your own business opportunities. It offers excellent flexibility, often with work-from-home options and the ability to set your own hours. If you freelance, you’ll get to manage your own clients, and if you don’t, there are plenty of job opportunities with talented digital marketing agencies. By trying out some of these ideas, you’ll put yourself in a good position to take advantage of the window of opportunity the current business environment has provided, making it a great time to break into SEO as a career.

Adding More Features Does Not Always Equate to Creating an Excellent User Experience

Adding More Features Does Not Always Equate to Creating an Excellent User ExperienceA scenario we’re all familiar with is pulling up a website only to have a pop-up in your face, asking for your email before you’ve even managed to read a word of the web page. And if there isn’t a clear X button to close the box, you might very well just hit the “back” button to return to the search results rather than subscribe to their newsletter. Sometimes you manage to close the pop-up just for three more to appear as you scroll down, including videos that play automatically. We all know these types of features make for a poor user experience, and yet they’re still so commonly used.

Another common feature on websites nowadays is pop-up chat boxes, instructing you to ask any questions you might have. If you’re just starting to browse the website and don’t have any questions yet, this can be simply annoying, especially when it’s not easy to close. But worse is when you do type in a question, and the answer you get is clearly from an AI program, which gives you an automated answer, leaving you only more confused than you were before.

These illustrations make an important point about website features: Even though something may seem handy, it can sometimes harm your website. Not only does it create a less user-friendly experience, but it can actually impact your SEO as well. Google calls these features “intrusive interstitials,” and they can lower your search rankings.

Many businesses seem to think that adding new features to their website will boost their SEO and result in higher search rankings. And in some cases, that can be true. Features that improve user experience can be a great way to enhance SEO.

In the case of chat bots, which have become much more popular to add to websites, they can be beneficial to the user if they’re able to answer questions and provide useful information. But more often than not, that’s not the case. For example, if a user asks a question the artificial intelligence can’t answer, it might send an email to the business and tell the user to wait for a response. But there may not be someone constantly monitoring that email, causing the user to wait a long time, possibly days, for a response.

Sometimes these chat features come pre-loaded on website templates and have to be manually removed. If you don’t take the time to set them up properly and monitor them, this will only create more confusion for your users, and potentially cause you to lose prospective business..

If you choose to use a chat feature on your website, choose a reputable company. Since many chat companies get paid for every chat they deliver, they will use large and obtrusive pop-ups to get more users to use the chat feature. I’ve even seen some chat boxes cover up the part of the web page where the phone number is listed, forcing users to use the chat feature rather than calling—and you don’t want to do anything that makes it difficult for your leads to call you.

Ultimately, the problem is that large pop-ups of any kind can be annoying and intrusive. We’ve all had to scroll through a recipe webpage littered with pop-ups, making it difficult to read the instructions, or been blasted with auto-playing videos that always somehow seem louder than they should be. Nobody likes these features. They create a negative experience using the website.

This is important to understand in terms of SEO because Google prioritizes user experience. It knows that people don’t like intrusive features. Not only can you be ranked lower because of using intrusive interstitials, but they can also impact your bounce rate—how quickly people leave your website after visiting it. If a user is bombarded by pop-ups when they click on your site, many will simply leave rather than searching for the buttons to click to get them to go away.

Pop-up windows can be an effective way to gain leads and subscribers, but they must not be obtrusive. Why would someone who just clicked on your website for the first time give you their email right away? It’s often better to time a pop-up window asking for a subscription so it doesn’t appear until they’ve scrolled to the end of the page. If they liked the content of your page, then they can later choose to subscribe. Some websites even wait until a user has clicked through a page or two before asking for a subscription. On a psychological level, this often works better to gain contact information, as many users are protective of their information and need some level of trust to hand it over.

The bottom line is to be mindful of which features you add to your website. While a new feature may sound like a good idea, if not executed well, it can hurt rather than help your website. Do your homework to understand whether you’re using a reputable service, whether it will interfere with a positive user experience, and whether it will add something valuable to the site. There’s no point in adding new features just to add them. If you’re going to use them, do it well, and it will reflect positively on your website in both the eyes of Google’s algorithm and users.

How My Kids Made Me Better at Business (and at Life)

One day I came across a sign posted on the door of a small business stating they were closed for the following three days for a family wedding. To be honest, I love to see that kind of thing happening—when a small business has a non-negotiable closure because they’re prioritizing the people who matter most to them. A wedding is a fantastic occasion, and it’s not something any family member should miss out on because they have to work.

I know not all entrepreneurs would share my opinion. And indeed, the capitalist in me can’t help but think of the money that small business lost by closing their doors for several days. But the human in me wants them to be at their family member’s wedding—a part of me even wants to be there with them to celebrate.

Many business owners and entrepreneurs understand the two sides that often conflict, the profit-driven side, and the human side. We work through holidays, stay up late working, and sometimes neglect what’s most important in our lives for the sake of our businesses. But we mustn’t forget that we are humans. We need rest, we need relationships, and it’s important to take time to celebrate, relax, and give to those around us. This became incredibly clear to me when I had kids of my own.

Ultimately, a family wedding is a lot more important than the money that business probably lost. It’s a priceless moment, something that can never be replicated again. There are things the business can do to bring their profits up again, but the business owners can never regain the time they would have lost by not being there for their family.

It’s a matter of priorities. Before I had children, I bought into the entrepreneur mindset that I always needed to be working harder than everyone else. I was always the first one at work each morning, and the last one to leave at night, usually well after the sun had set and everyone else had gone home. Then I had kids, and they made me better at business than I ever was working 16-hour days.

Step back for a moment and think about what you want out of life. What did you want to achieve before you started your business? What did you dream about? I’m willing to bet it wasn’t grinding hours at the office every day working on your computer. You have life goals outside of work. Your business exists to help you achieve those goals.

In order to create a healthy work-life balance, what changes can you make in your business? What responsibilities are you currently taking on that could be handled by someone else? Some entrepreneurs struggle to delegate work effectively because they feel they are the only ones capable of handling their tasks. But in many cases, that isn’t true. You have a capable team.  Rather than trying to out-work everyone else, be a leader. In order to get enough time with my family and allow my business to succeed, I had to step back and become a better leader through hiring smarter people than me, the training and delegating to them, rather than trying to accomplish everything myself.

We don’t work just to work. We do it to enable ourselves to enjoy life. Even if you love your work, and I hope you do, the most important things in life happen outside of work: making memories with your family, helping your kids succeed at their goals, supporting whatever causes you’re most passionate about, and leaving a positive impact on the world. You probably went into business with those goals in mind, so don’t lose sight of them.

When I was about 6 years old, I made a promise to myself that if I was ever successful, I would someday buy myself a Lamborghini. As an adult, I had nearly forgotten about that goal. But when I did eventually buy one, it was for my son. My son grew up loving sports cars. He was the kind of kid who decorated his bedroom with pictures of cars. When I heard that a friend of mine was selling his Lamborghini, I had a moment of realization. How awesome of a dad would I be if I made an impulse purchase for my son and fulfilled his dream along with mind? So I took my son to the bank with me to get a cashier’s check, and we bought the car. It was such a meaningful bonding moment between us, and I’m incredibly grateful I was able to do that.

It’s so important to understand your priorities in life. That’s the key to achieving a healthy work-life balance. This applies on so many levels: What’s most important to you in the grand scheme of things? How do you prioritize your day to include those people who matter most to you, and how do you find time to work on what’s most important to you? How do you determine what’s the best use of your time at any given moment?

Whatever your priorities are, extend that to your team. Your employees are just like you, with families and things that are important to them. Make sure they have time to take vacations and attend their kids’ performances and sporting events.

Work-life balance is a mindset that can benefit everyone. The truth is, without time to relax and focus on what energizes you, you cannot do your best work. We need to spend time outside our work doing things that fuel our minds and bodies in order to stay passionate about our work, maximize our creativity, and be energized to do our best.

Stress is a signal to slow down. That applies to you and your team members as well. When you begin getting stressed out, take a step back and consider whether it’s time for a break. If your business has recently been through a big push or a time of major productivity, give your team members a break as well.

Don’t take life too seriously. This is an important mindset in order to live a fulfilling life. If you’re always high-strung or stressed out, your life will pass you by. It’s important to laugh frequently and laugh at yourself. This requires humility and knowing your priorities, so you know when it’s time to be serious and when it’s okay to goof off, relax, or simply laugh when you make a mistake. This mindset will help you deal with stress better and enjoy everything you do more. Don’t work to just work—work to live life. We’re all going to die someday, so live the best life you can each day you’re alive with an immense heart of gratitude.

The Importance of Leaving a Great Impression When Changing Jobs

The Importance of Leaving a Great Impression When Changing JobsWith so many people changing jobs now, I thought it was important to share some thoughts with those thinking about joining the ranks of ‘The Great Resignation.”

Changing jobs is often an exciting step of moving up in your career. But no matter your reason for leaving your position, it’s important to demonstrate your excellent character throughout the process and leave in a graceful and professional manner.

Keep the door open, as they say. No one wants to burn bridges, as you never know what might come back around later in your career. Within an industry, word often gets around, and people who display negative behavior may have more limited options in the future.

Besides, you never know where other people within your company may end up, so it’s always best to retain an excellent reputation. At Hennessey Digital, we’ve had employees leave, then later hired them back, so it’s important to leave a position while maintaining integrity.

Here are some tips that will keep you in the best position to maintain working relationships, and make you stand out as the valuable employee you are.

1) Give plenty of notice. 

While two weeks is the standard, I would suggest giving more notice if possible. This allows your employer to plan ahead so they can work around any necessary schedule changes and begin searching for someone to fill your role. It’s good to be mindful of the gap you’re leaving for your team, and ensure there isn’t a large gap of time in which your tasks are no longer being covered.

Giving adequate notice will also make things easier on you in your final days at the company. With time to plan ahead, you’ll be less crunched to meet deadlines and finish up projects that may suddenly need to be completed sooner than scheduled. If someone has already been chosen to fill your position, you’ll have more time to work with them to show them the ropes. Ultimately, it will create less stress for everyone involved.

2) Document everything you do. 

Even if your employer doesn’t ask for it, create a list of every type of task you take care of and any important notes about how it’s done. This will make it easy to create a job description for your replacement, and it will make training that much easier. If you get the chance to train your replacement, it will make things significantly easier on you.

If someone leaves an organization and a task they handled that no one knew about suddenly stops getting done, it can lead to confusion and backups in other people’s workloads. Your list will create clarity about your role so nothing gets overlooked.

Make sure to hand off everything you’ve documented to the person taking over your position and to your supervisor. Even if you’re unable to train your successor in your role, the list will help them get on their feet.

Demonstrating your dedication to the success of the company even after you’ve left is a great way to ensure you get a great recommendation. It’s a pay-it-forward mentality; leave details about tasks exactly as you’d like it to be if you were starting the position.

3) Write personal thank-you notes to coworkers and leaders.

Personal thank-you notes are a great way to make a strong positive impression. Write notes even to coworkers and leaders you didn’t get along with, thanking them for the things they contributed and their role in helping you move forward in your career. You never know who you may work with again in the future, so it’s best to leave people with a positive memory of you. You’re not the only one in your company who may change jobs in the future, and especially in more specialized industries, there’s a good chance you may run into connections again.

Appreciation if often reciprocal, and by going out of your way to do something nice for others, people are more likely to help you in the future. Every good connection you have is beneficial as you build your professional network. And, it just feels good to send a thank-you note to others because it fosters an attitude of gratitude.

4) Write recommendations for people to show and share appreciation

Just like thank-you notes, offer to give people references or endorse their skills on LinkedIn. Even better, you can preemptively write letters of recommendations for those you worked with. This is a great concrete way to thank people. While you may not get a recommendation in return, you’ve done something nice for each person you recommend, and they are likely to appreciate it. It’s a great way to encourage and help your teammates, and is the perfect way to exit the team.

Leaving your position gracefully will make a good impression on those you worked with so they remember you fondly. You worked hard to earn your reputation at the company, and it’s important to maintain that positive reputation until your last day. It will help you make better connections and expand your network, which is always beneficial to your career. The more people you are connected to, the more opportunities you’ll have. As you move up in your career, always do your best to create mutually beneficial connections and stick to your integrity. It’ll help you go far.

Productivity Hacks to Spend Your Time Where It Matters

Productivity Hacks to Spend Your Time Where It MattersAs an entrepreneur, what’s your most valuable resource? I’m willing to bet it’s your time!

Your time is likely in high demand with the pressures of work, projects you want to complete, and a life you should be enjoying outside of the office. It’s common for business owners to feel like they don’t have enough time with their families, or enough time to relax, sleep, and do the things they enjoy most. Even if you love to work, it’s important to have time to recharge and spend time with those who matter to you.

Your time is incredibly valuable to your business. Your uniqueness lies in leading with innovative ideas and connecting team members to the vision that makes the business thrive.

Finding ways to maximize your time can have great benefits to your business because it permits more time for creativity, gives your brain the rest and fuel it needs, and provides space to discover new ideas and opportunities for growth to help you generate more revenue and reach your full potential.

I have four simple tricks that have freed up my time greatly, and if you manage to do just these four things, you’ll find yourself finishing your work quicker so you can maximize your time in the way you want, with a personal life you actually enjoy.

  1. Improve efficiency of meetings. Keep your meetings purposeful and organized. This may take some practice as well as strong communication to every member of your team, but cutting down on unnecessary meeting time is a major time-saver.

We’ve all been in meetings that seemed to just drag on, where someone brings up an unrelated topic and, before you know it, the allotted time for the meeting has passed without having definitive action items from the meeting.

Here are a few simple ways to cut down on meeting time:

  • Make the purpose of the meeting clear to everyone involved. Avoid addressing too many topics at once, as this can quickly lead to rabbit trails. If topics unrelated to that purpose arise during the meeting, have a system in place for addressing them at a later time.

A great way to ensure everyone is clear on the purpose is to send out an agenda ahead of time that tells them exactly what you intend to cover. If you want attendees to provide a particular kind of input, you can also ask them to prepare this ahead of time, which can reduce brainstorming time during the meeting.
During the meeting, we have someone record the  ‘parking lot’ action items so that we know who’s responsible for what action. It may include scheduling separate meetings for those topics that are important but not included in the initial objective of  this meeting. It’s really helpful to keep everyone on the same page, as well as keep each team member accountable.

  • Involve only those people who are necessary to the purpose of the meeting. If your meeting’s purpose is clear and direct, and you aren’t trying to cover too many items in a short time span, it should be easy to reduce the number of people involved. This avoids wasting the time of those who don’t need to be there, when they might otherwise sit through unrelated topics waiting for their input in a single item at the end of the meeting. It also helps avoid unnecessary rabbit trails. This includes you as well—don’t attend meetings where you don’t need to be involved.
  • Set a timer or appoint someone as the timekeeper. If you allot a certain amount of time to each topic you want to cover and make that time limit known, you may still go over the amount of time scheduled, but it will help team members remember to keep their comments and questions to the point. Set a time slot at the end of the meeting to go over parking lot action items and next steps.
  1. Organize your email inbox. Emails, like meetings, are one of the biggest time-sucking culprits. Changes are you’ve experienced the overwhelming inbox full of thousands of unread messages.

I created a simple folder system that allowed me to take my inbox from 75,000 unread messages to zero. Have your assistant sort your emails for you into the following four folder categories:

  • For immediate attention. Emails in this folder require urgent response. I have my assistant text me whenever an email goes in this folder so I know to respond to it quickly.
  • Need response today. Emails that need a response within the day but aren’t urgent go in this folder, and I review it at the end of the day and respond to the messages during my dedicated email time block. These are also emails that don’t need my response, but I want to be aware of what’s happening.
  • Review on Friday. In this folder, place emails that need a response by the end of the week. Schedule a larger time block on Fridays to attend to all of these emails.
  • Interesting but not urgent. This folder is where things like newsletters and other subscriptions go. I peruse them when I have time, and if I haven’t opened them by the end of the month, my assistant clears the folder out.

This simple folder system allows you to time block your email responses so they don’t distract you throughout the day and keeps your inbox organized and easy to navigate. You’ll no longer lose important emails in the ocean of messages, and you can even have your assistant respond to emails that don’t require your level of expertise to help save you time.

  1. . Create a checklist system. You likely already have a task management system, whether that’s simple checklists or time blocking. But whatever you do, make sure to record everything you want to get done.

Write it all down, and at the end of the week, whatever you haven’t managed to finish, create an action list for the next week. In addition to recording what you intend to do, record what you have done. I have a legal size yellow pad next to my mouse where I jot down each to-do item.

Keep your checklists for a while after you’ve completed them, so that when you come back from the weekend and have forgotten whether or not you remembered to do something, you can see whether you checked it off.

  1. Prioritize your tasks. This may sound obvious, but it can be easy to get caught up in whatever you’re focused on and forget to prioritize. Sometimes prioritization means delegating work—if it doesn’t require your expertise, you can prioritize your time by working on something more important instead.

When you create your checklists each day, start by going over everything you want to accomplish, and choose just a few main things you want to focus on—your top three tasks. I usually highlight my top three items so that I don’t get distracted from the other items on the list.  From there, you can create a list of other things you’d like to get done if you have the time. Those can be tomorrow’s top three tasks, or they can be less important tasks.

Once you’ve created a plan, stick with it and make yourself accountable to it. Remember that:

  • What gets scheduled, gets done.
  • Perfectionism is the enemy of progress. Often done is better than perfect, because in striving for perfection, you will waste time and inevitably fall short.
  • It’s better to fail and learn something from it than to never finish because you were too occupied with chasing perfection.
  • Delegate, delegate, delegate

I’d love to hear your favorite productivity hacks that work for you. Click the button to share this article on LinkedIn, and comment with what helps you to be more productive. We can all benefit from learning from one another!

Should You Focus Your Digital Marketing Budget on SEO or PPC Ads?

Should You Focus Your Digital Marketing Budget on SEO or PPC Ads?As a digital marketing expert, I’m often asked whether it’s better to use your digital marketing budget to improve search engine optimization (SEO) or to purchase pay-per-click advertising (PPC). The truth is that both can be excellent, so the right answer isn’t that simple. It depends on what makes the most sense for your business.

Search engine optimization describes actions you can take to improve your website’s ranking on search engine results pages for keywords related to your business. It’s an important part of your marketing strategy, because you want anyone who Googles the name of your business to find your website easily. But beyond that, a strong website with excellent SEO will draw in traffic, which can convert to leads and result in more revenue for you.

The traffic your website draws in through SEO is organic, meaning that users are searching for and finding your website of their own accord. They might type into Google, “physical therapists near me,” or a question related to your business, and when the search results show them a page from your website, they click on it. That means you need to apply strategic tactics to create an effective website that increases the ability to appear at the top of the search results page.

Pay-per-click advertising, on the other hand, describes advertisements you can purchase that will be shown to a targeted demographic who are likely to fit the profile of your ideal lead or client. You pay a small amount each time someone clicks on the ad, rather than paying a larger sum to show the ad to a broader audience. I’m sure you see them all the time. These ads show up at the top of the Google search, and your ad’s rank on that page is determined by the keywords you choose. You can “bid” on keywords, choosing how much you pay based on how competitive the ads for that keyword might be.

Surely you can see how useful pay-per-click ads can be: You’re only paying for more likely leads, people interested enough to click on your ad. And because the ads are targeting a specific audience, you’re more likely to find potential customers. PPC can be further customized with negative keywords, location targeting, video ads, and more.

So which is better—SEO or PPC? The truth is, you likely need both. SEO works cumulatively, so the longer you do it on a consistent basis, the better your results will be. Because of that, it can take a while to increase the views on your website from SEO alone. If you don’t regularly monitor and make adjustments, publish fresh new content, and keep the technical side of your website up-to-date and running smoothly, you might not get very far bringing in new traffic. PPC ads are a great way to bring in traffic right away, as ads can be served up to your target audience immediately.

On the other hand, it’s not a good idea to rely on PPC alone. It’s important to invest in your website to ensure it runs smoothly, has excellent page speed, and provides a good user experience, so that when users do click on your ads, they’re more likely to stay on your website.

Think of it this way: SEO is a long game, like paying a mortgage—it takes a while to pay it off, but you gain equity as you go. It builds on itself, allowing your website to grow and gain more organic traffic as it improves. However, PPC advertising is like “renting” traffic from Google. You get the traffic you need now, but it isn’t cumulative, and if you stop paying for the ads, that stream of traffic will die out.

Even though PPC ads can be incredibly effective, I encourage everyone to invest in their SEO as well. Understand that if you don’t treat your SEO like an ongoing project, it will fail. I like to say it’s like maintaining a lawn—you need to water and mow it regularly.

If you do use PPC ads, ensure that the data communicates with your SEO efforts, such as your website and your Google My Business listing (your listing that appears on Google Maps). Integrating these things is important so that Google’s algorithm understands how they relate to each other, which will help improve your SEO.

Because both SEO and PPC can be excellent methods to increase your website’s traffic and gain new leads, I recommend tracking where your leads are coming from, and the cost to acquire a new client. Gather information about every lead you gain, whether they came from organic search, ads, or something else. Then break down the amount you’re spending on SEO and PPC.  Which is more cost-effective for your business? Once you understand the cost of acquiring a new client, you can determine where to focus your marketing efforts to get the maximum results out of your marketing budget.