With Top 3  rankings for almost every major keyword in our  market, I was on the verge of getting fired by my client.

I had painstakingly built an impenetrable SEO Fortress, complete with article distribution, press releases, a thriving blog, a strong social media presence, a sophisticated backlink strategy, and even multiple websites targeting different segments of our market.  

We were getting tons of quality traffic, and the Wall Street Journal and Washington Post even ran articles on my client’s company because of our SEO.  

But 14 months into our SEO campaign we still only had ONE new client.  

With my reputation as an SEO Consultant hanging in the balance, I read every book I could get my hands on related to Google Adwords…

And over the next 9 months we generated $2.4M in revenue, strictly from pay per click advertising.  

While SEO Experts and Google Adwords Consultants are both highly skilled at discrediting  one another for the sake of selling their services, how do you know who’s telling the Truth?  

As an SEO Consultant for 2 ½ years, and then an Adwords Certified Partner since 2011, I know both sides of the story.  

And the Truth is, it’s not about which one is better, it’s about which one is better for appliance repair companies.   

So with that being said, Here’s 7 Truths SEO Experts Don’t Want You To Know

1.  SEO Is Extremely Difficult To Measure – With blog posts, articles, press releases, directory submissions, and various other on and off-page optimizations, it’s nearly impossible to measure which activities are contributing to your results, and which are not, relegating you to a single, oft-confusing bundle you call “SEO.”

2.  There’s No Such Thing As “FREE Traffic” –  While this is many small business owners favorite reason for using SEO, the Truth is SEO is never free.   Because your results can take months to fully realize, and your time is far more valuable than money, the opportunity cost makes SEO one of the most expensive forms of traffic you can buy.  Not to mention your SEO Agency’s monthly fees.  

3.  SEO Is Becoming Increasingly Volatile –  With two major shifts in SEO algorithms in the last two years, Penguin and Panda, plus the almost quarterly mini updates, building your business with SEO is like building your house on the sand.  

As your business grows, and you lease more trucks, hire more techs, and your monthly expenses are increasingly dependent on SEO traffic, what happens when Google decides to update their algorithm?  

If you thought being at the mercy of manufacturer’s warranties was bad, wait till your business crumbles like a house of cards because Google changes their algorithm.  

4. Google Doesn’t Pay The Bills With SEO – In late 2012 Google made another significant update to their search results page, with paid ads now occupying 85% of above-the-fold real estate for high commercial intent keywords.   A recent study by Wordstream Research concludes this shift has resulted in paid ads outperforming SEO for new customers online nearly 2 to 1.   

With Adwords accounting for 96% of Google’s revenue, don’t be surprised if this trend continues.  More paid ads, means more bank for Google.  

5.  SEO Is Built For Content, Not Conversions – This single discovery is what took me from zero to $2.4M in just 9 short months.   Although we had tons of great content, which is what drives SEO traffic, we were educating the market for free.  

As an appliance repair company, your objective is NOT to educate the market.  Your objective is to get the market to pick up the phone and call you.   And with such a short sales cycle, your ideal customer isn’t interested in reading articles and blog posts.  They simply want fast, reliable service, so they can get back to their routine as quickly as possible.  

6.  SEO Is Increasingly Costly To Execute – Three years ago you could get away with outsourcing your SEO overseas, writing crappy articles, and spamming random forums with irrelevant content to get valuable backlinks.  

Today, with the Penguin and Panda updates, you can’t get away with the same tricks you did in 2010.  You need REAL content.  GOOD content.  And A LOT of content. But the only problem with a well-written article is it can take a whole day to execute, regardless of whether you write it yourself or hire an SEO Agency.   And then you still have to rank it in the search engines, which takes even more time and money.   

7.  SEO Is Still Only Traffic – With all the magical, mystical fairy dust the SEO experts wield with fanciful force, at the end of the day, it’s still just traffic.  

And regardless of whether your traffic comes from pay per click, social media, or SEO, if it’s not converting into new customers, then it’s ultimately costing you money instead of making it.  

Please don’t think I’m here to discredit SEO, because I’m not.  SEO can add tremendous value to the right product, in the right market, but it’s important to understand the dynamics of your business as it relates to SEO.  

And having successfully launched pay per click campaigns in 55 unique markets, specifically for appliance repair companies, my experience has proven there’s no greater model for proven ROI than Google Adwords.