The 2 most powerful methods you can use when marketing online are Google AdWords and Search Engine Optimization (SEO). They engage the consumer at a critical moment: when they are searching for your product or service. Studies show consumers making a product or service search, are ready and able to purchase.
That being said, AdWords and SEO both work to place you at the top spot in search results. This is where the similarity ends. AdWords and SEO work extremely differently for you, and it is important you know how they help your business become more visible.
What is Google AdWords?
Google AdWords are paid advertisements used to direct traffic to your site. Google AdWords positions your website as a search result in prominent positions: this can be the top or the bottom portions of the Google search results list, or in sites participating in the Google Display Network. Google AdWords only appear in those areas, which, considering Google’s ubiquity, is a pretty sweet deal.
The way AdWords works is like an auction, where advertisers compete for the best available advertising space by eligibility. This is measured by price and relevance, among other things. You not only get to strategize which keywords can be used to find your website: you can increase relevance by indicating geographic scope, as well as other metrics. You can also control your budget by allotting a certain amount to be spent in an AdWords campaign, and choosing to pay for only conversions, clicks, or impressions.
What is Search Engine Optimization (SEO)?
Search Engine Optimization is the process of enhancing your website to be engaging to users. SEO also takes into account making a website search engine-friendly. It should be made easy to read for search engines by placing relevant content such as text, images, and videos. Keywords also have important use and must be placed strategically throughout the website.
A big part of SEO is also getting other websites to link to your page. This, along with increasing traffic, builds your website’s authority and, consequently, its ranking in all search engines, not just Google.
SEO lets you build your relevance and ranking to searches by the intrinsic information in your website. This is why the search results and rankings SEO produces is called organic.
So Which Is Better?
The answer: neither. Because the best way to make use of AdWords and SEO is to use both. AdWords and SEO can not only work together, they can work for each other.
AdWords is generally recommended to those with new websites that are hoping to build awareness and traffic. AdWords allows you a quick jumpstart, a shortcut to the end goal of SEO, which is getting on top of the search result list. It’s like cutting to the very head of the line.
SEO, meanwhile, is widely recommended for anyone maintaining a website. It not only helps you get better search result rankings: it also gives you better quality websites. Think of it as proper website hygiene. Long term SEO gives long term benefits in terms of traffic and authority.
In some cases, when both AdWords placement and excellent organic SEO work at the same time, your website might even place twice on a Google search. While some may view this as redundant, it only doubles your visibility and exposure, so that is absolutely no harm and all good done.
How can they work together? Ultimately, AdWords can give a quick start to your long term rankings, while SEO helps improve your AdWords eligibility by exhibiting increased relevance and therefore win more and better bids.
At THE CLAY MEDIA, our digital marketing strategists are experts at using both Google AdWords and SEO together. We collaborate with you on your needs and preferences to produce the best results with either or both. We use Google AdWords and SEO as part of a larger marketing framework, where they work with every aspect of your online presence.
Our results yield increased exposure, increased traffic, and of course, increased sales for your business. With an awesome team with years of expertise at your disposal, your rankings will definitely go nowhere but up!
We’ll be more than happy to work digital marketing wonders for you! Schedule a consultation with me at firstname.lastname@example.org to get started today.