I've built a few Wordpress sites for a few local businesses over the last couple of years. We are in a small community with them ranging from 1-10 employees and none of them have any real 'internet' budget as such and none of them have any real idea about 'IT'. One only recently bought PC's to use in their office !
The sites are simple, the content is static, all use the Yoast SEO plugin following standard SEO practices and they all appear in the top half of the first page for their 'industry' with some actually being number one. For all of them the priority is to have people pick up the phone and call them. They want human interaction, not email.
In the last week several have been approached by someone from Yellow Pages telling them their sites are terrible, are not dynamic, have no SEO, don't use Google Analytics and rank poorly. They obviously have the answer and it's Google Adwords and 'boy do we have a deal for you'. None of them have a clue what any of this means and I'll be honest I'm not sure what a dynamic website is. None of them have any reason to run a blog but they all have appropriate photographs with the text so they aren't horrible to look at.
I've been an Oracle developer for nearly 20 years, so I know the value of data. But I'm also conscious of the small budgets they have. All the sites are on Webmaster Tools but we do little with the information because they would rather spend the money elsewhere.
So my question is this, is it worth a small business investing in Google Analytics and Adwords if their sites are already ranking on the first page when someone searches for 'wellington plumber' for example ?
Everything I read on the web about Adwords these days is about how to 'drive' your business, high octane 'go go go ' kind of stuff. But that isn't what these businesses are about. Yes they want to be found but they want people to pick up the phone and call them. I can show one the CTR is 46% in one area but only 1% in another but that means absolutely nothing to them and I don't think CTR's are worthless without seeing their context.
I've no real-world experience with Adwords which is why I'm asking. I expect you get out what you put in, but what does it cost to get the data in the first place and how do you track the new work you get in because of it ?
I'm interested to hear people's thoughts.