Will I be able to update the site myself?

Local SEO targets geographic searches — "plumber near me," "best restaurant in [city]." It involves Google Business optimization, local schema markup, and location-specific content. National SEO builds topic authority across broader searches. Most businesses need both layers running in parallel, weighted based on where the revenue comes from.

Yes — when the math works. PPC is worth it if your customer lifetime value exceeds your cost per acquisition by a healthy margin. For a plumber, a $30 click that produces a $5,000 job is excellent. For a $10 product with no repeat purchase, it probably isn't. The free audit includes a breakeven analysis so you know before you spend.

Structure, not volume. Most agencies fill a content calendar and publish on schedule. We build content architecture — pillar pages that establish topic authority, supported by focused subtopics that strengthen each other through internal linking. Every piece is mapped before it's written. The structure compounds: each new article makes the existing ones rank higher.