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During a recent meeting, a business owner admired the website refreshes we had executed for other local businesses. Intrigued by the prospect of modernizing his website, he posed a crucial question, ' Could this potentially boost our AdWords performance on Google and elevate our visibility in search results?'
Upon reviewing their current website, it became evident that it was primarily focused on sales and needed more information to address the questions of their ideal client. We discussed how enhancing the user experience could elevate their quality score for Google Ads. We discussed creating content that resonates with their ideal client, a strategy that could significantly improve their search results.
What keywords or phrases do you want to show up in the search?
They shared ten keywords that they were paying for. I asked what are you paying for? Are these words used in Google Ads? Content?
We pay our current company to rank us on Google for these words.
I recommended we have another meeting, log in to their Google Analytics and Google Ads accounts, and investigate further.
We had that meeting, and they do have a Google Ads account.
They did not have a blog on their website, so I asked if this agency was possibly creating new content for their website. The business owner insisted they had a blog.
Would you please show me the blog?
He opened a newsletter that had five blog posts and links to the blog. We clicked the link to see where the blog was on their website. The link took us to the agency's website, and there were links inside the blog back to the client's website. I started to dig deeper into their Google Analytics to see the source medium and determine how many clicks came back to the client's website. We found two clicks from the agency website and two from Google Ads in the past 12 months.
Are you seeing this as bizarre as I am?
What are they paying this agency to do?
Why would you not have your blog on your website?
Unfortunately, this business owner was spending money on something needed to drive traffic to their website, which was not working.
I am writing this article so business owners can better understand what they are buying and what questions to ask.
If you want to understand how your business can appear in higher internet search results when your ideal client is searching for your product or service, understanding the nuances between paid advertising (SEM) and organic search engine optimization (SEO) is crucial. As a business owner, allocating marketing dollars effectively means understanding the differences between these two strategies and knowing when to employ each. Let's delve into the depths of paid ads and SEO to discern their differences, advantages, and disadvantages, empowering you to make informed decisions.
Paid Ads (SEM) with Google AdWords
Paid advertising, often referred to as Search Engine Marketing (SEM) or Pay-Per-Click (PPC) advertising, involves bidding on keywords relevant to your business to display ads at the top of search engine results pages (SERPs). Google AdWords is a prominent platform for executing paid ads, allowing businesses to target specific keywords and demographics, ensuring their ads are seen by the right audience.
Pros of Paid Advertising:
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Immediate Visibility: With paid ads, your website can appear at the top of search results almost instantly, increasing visibility and driving immediate traffic to your site.
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Targeted Reach: AdWords enables precise targeting, allowing you to tailor ads based on demographics, location, interests, and online behavior, ensuring your message reaches the most relevant audience.
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Measurable Results: SEM provides detailed analytics and tracking tools, offering insights into ad performance, click-through rates, conversions, and return on investment (ROI), facilitating data-driven optimization.
Cons of Paid Advertising:
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Cost: Paid advertising can become expensive, especially for competitive keywords, as you pay each time someone clicks on your ad, regardless of whether they convert into customers.
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Temporary Results: Your visibility declines immediately once you stop investing in paid ads. Unlike organic SEO, which can provide long-term benefits, paid advertising offers temporary visibility that ceases once the ad campaign ends.
- Ad Blindness: With the prevalence of ad blockers and users becoming increasingly adept at ignoring ads, there's a risk of your paid advertisements being overlooked or ignored by potential customers.
Ask for regular reports.
Review Cost
Review Click Through Rate- CTR
Review Average Cost Per click - CPC
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Organic Keywords and SEO
On the other hand, Search Engine Optimization (SEO) focuses on optimizing your website's content, structure, and relevance to improve its visibility in organic search results. Unlike paid advertising, SEO doesn't involve paying for clicks or impressions; instead, it aims to rank your website higher organically based on its relevance and authority.
Pros of Organic SEO:
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Long-Term Sustainability: Unlike paid ads, which provide temporary visibility, SEO efforts can yield long-lasting results. By consistently producing high-quality, relevant content and optimizing your website, you can maintain and improve your organic search rankings over time.
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Credibility and Trust: Websites that rank highly in organic search results are often perceived as more credible and trustworthy by users. By optimizing your website for relevant keywords and providing valuable content, you can establish your brand as an authority in your industry.
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Cost-Effectiveness: While SEO requires an initial investment of time and resources, it tends to be more cost-effective in the long run than paid advertising. Once your website ranks well organically, you can attract steady traffic without ongoing advertising expenses.
Cons of Organic SEO:
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Time-Consuming: Achieving significant results with SEO takes time and patience. It requires ongoing efforts to produce high-quality content, optimize your website, and earn backlinks from reputable sources, making it a long-term investment.
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Algorithm Changes: Search engine algorithms are constantly evolving, and what works for SEO today may not be effective tomorrow. Keeping up with algorithm updates and adjusting your SEO strategy accordingly can be challenging and time-consuming. However, if you produce quality content that resonates with your ideal client, most algorithm changes will reward your efforts.
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Competition: SEO is a competitive field, with countless websites vying for the top spots in search results. It can be challenging to outrank established competitors with larger budgets and more resources.
| Paid Advertising (SEM) | Organic SEO | ||
|---|---|---|---|
| Pros | Immediate Visibility | Long-Term Sustainability | |
| Targeted Reach | Credibility and Trust | ||
| Measurable Results | Cost-Effectiveness | ||
| Cons | Costly | Time-Consuming | |
| Temporary Results | Algorithm Changes | ||
| Ad Blindness | Competition | ||
| Considerations | Immediate results, targeted reach, measurable ROI | Long-term sustainability, credibility, cost-effectiveness |
Choosing Between Paid Ads and Organic SEO
When deciding between paid advertising and organic SEO, several factors should be considered:
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Immediate vs. Long-Term Results: If you need immediate visibility and are willing to pay for it, paid advertising may be the best option. However, investing in organic SEO is likely the way to go if you want sustainable, long-term results.
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Budget: Consider your marketing budget and how much you will spend on advertising. Paid advertising can provide instant results but can be costly, especially for competitive keywords. Organic SEO requires upfront investment but is more cost-effective in the long run.
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Goals: Clarify your marketing goals and objectives. Are you looking to drive immediate traffic and conversions, or are you focused on building brand credibility and authority over time? Your goals will influence which strategy is most appropriate for your business.
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Target Audience: Consider your target audience and their preferences. Some users may prefer clicking on paid ads, while others trust organic search results more. Tailor your strategy to meet your target audience's needs and preferences.
Ask for reports.
Are you ranking for the keywords that you are paying for SEO?
Both paid advertising and organic SEO are valuable marketing strategies, each with its own set of advantages and disadvantages. By understanding the differences between the two and evaluating your business goals, target audience, and budget, you can effectively make informed decisions about allocating your marketing dollars. Whether you choose to invest in paid advertising, organic SEO, or a combination of both, prioritize providing value to your audience and delivering a positive user experience to maximize your marketing ROI.
