What is the right option for your business?
As a business owner, you may be wondering what they’re all about and how to use one or both to your advantage. Each of these digital strategies has its own benefits. However, both are useful for generating leads as SEO and AdWords help customers find your website.
So, what’s better? SEO? AdWords? A new fishing rod? (Just checking you’re still with us.)
Let’s start by looking at the perks of Search Engine Optimisation (SEO). Then we’ll talk Google AdWords before delving into a little planning.
Search Engine Optimisation (SEO)
Search engine rankings impact how easily your business is found online.
SEO is about gaining a better ranking for your website. The visible evidence of this is appearing higher on the page when a search engine returns a list of results. The clear benefit of SEO: your website will earn relevant organic traffic over the long term.
Yet, simply putting a few keywords into your content isn’t enough.
You need to ensure your web copy is original (not a copy and paste from other places on the web) and grammatically sound. Search engines favour, new content that is well-written. And so do human readers!
Other things to think about with SEO:
Time. SEO is about creating website content that can be read by search engine readers or crawlers. The better your content and the more relevant your keywords, the better your ranking.
Even so, it takes time for search engines to rank your site after you’ve implemented your SEO strategy. Yet, once you start earning organic traffic with SEO, this will continue. Just think: slow and steady wins the race.
P.S. It’s a good idea to adjust your keywords as your business changes to maintain your competitive edge.
Cost. Some business owners and marketers try to execute SEO themselves...
Weekend warriors beware: you can go too far with the number of keywords used in your content. You can be too general about your keywords. You can even put your keywords in the wrong places. All these missteps hurt rankings.
Bringing in a professional may be the best way to get started with SEO. Especially, if you don’t have the time or the resources to research hundreds or even thousands of keyword options and current techniques.
Keep in mind: no matter how good your professional is, no one can “buy” or manipulate Google rankings. The only way to perfect your ranking is through research and a little trial and error.
Audience. SEO extends to all search engines, including the most well-known: Google, Yahoo and Bing.
To support your keyword strategy, create interesting content for your website pages. Your readers need to be engaged when they visit your website.
Trustworthy. SEO doesn't look like advertising because it's not. It's simply an optimised website content strategy that search engines dig. Your business is just appearing at the top of this for a customer who’s typed something into Google or another search engine.
With AdWords, you can position ads above or beside Google search results. However, your ads will only appear in Google search results or on its partner sites.
The clear benefit: AdWords generates more quickly than SEO.
Other things to think about with AdWords:
Time. AdWords is useful for generating new leads in a relatively short amount of time. Think of it as a jump start programme that will generate traffic while your SEO strategy takes hold.
Bear in mind: these campaigns require attention as your keywords may not perform as well as you had hoped the first or even second time around. Time is spent in the ongoing management of your keywords, advert text, and relevant content to convert visitors on your website.
Lastly, if you stop using AdWords, the traffic your campaigns generate will also stop.
Cost. Calculating your ROI may seem straightforward with AdWords. However, competing for the top position in certain industries can take up a bigger portion of your budget than expected. You will need to maintain or increase your spend to hold your ad position.
Audience. AdWords allows you to target selected regions and demographics. So, you can create ads tailored for your ideal customers.
Looks like an ad. AdWords are, well, ads. When they appear on Google Search results, they are positioned above or below – and even feature the word 'ad'. AdWords can also be graphic display ads, YouTube video ads, or in-app mobile ads. The more relevant the content for your chosen target medium, the better your chances of earning clicks.
The ‘S’ word
We mean ‘strategy’.
While we don’t like to throw this term around too much, every business needs to manage how they interact with customers online. The worst thing you can do is nothing.
That said, your website is one of the most important online tools you have. Search engine optimisation should be part of your website's technical foundations. Full stop.
Are you in a rush? AdWords is an option to consider for gaining new leads until your SEO strategy is in place. After that, your SEO efforts will maintain organic traffic.
Would you like more information on SEO and Google AdWords? If you’re looking for web content writers who get SEO, we’re here to help. If you’re only wanting SEO or AdWords support, we can introduce you to the top SEO and Google AdWords experts in the country.
Get in touch and you will receive our recommendations on the house.