Why SEO or Google Ads?

The online marketplace is more competitive than ever before. It’s simply not enough for your company to have a website. Establishing an online presence is critical for connecting with your audience and reaching potential customers. If your target demographic can’t find your website when they are searching for content that you offer, then you won’t generate any traffic.  In order to improve your visibility,  you might want to consider whether internet marketing strategies such as SEO or Google Ads (formerly known as Google Adwords) is the right investment for your business. If you don’t know where to start, this article will guide you through the options.

SEO (Search Engine Optimization)

You can increase the visibility of your business online by improving your ranking on search engines. The process by which this is done is known as Search Engine Optimization or SEO for short.

In a nutshell, when someone types a query into a search engine, like Google, the results are ranked based on how useful the content is to the user. As you can imagine, if your website does not appear within the top search results, it will be difficult for you to attract potential clients.

Therefore it is important that you include content (blog articles, images, videos etc.) that your target audience will be genuinely interested in.  In other words, you want to make the user experience as engaging as possible. The ease at which your audience can navigate your website, view your content, and find what they are looking for, is also crucial for a successful SEO campaign.

Google Ads (formerly known as Google Adwords)

Google Ads is essentially pay per click advertising (PPC). As the name suggests, it is paid advertising.

When a user queries a particular keyword  or phrase that is relevant to the service your business provides, your Ad will be displayed on top of the search engine results page (SERP). You are only required to pay for your Ad when someone clicks on it or contacts you directly through the platform.

This strategy gives you the opportunity to promote  your business to your target demographic, even if your site is not ranked within the top organic search results. However, because the search terms that are relevant to your business may be competitive, you might be required to bid against other companies for a better position.

In case you may be wondering, Google Ads does not improve your ranking but it does improve the quality of visitors to your website. This is because they are already searching for the content that you offer.

This tactic puts you in the driver’s seat. You get to set your budget, the search terms that you want to target and how long your advertising campaign will run for.

One of the perks of Google Ads, is that you get access to their Google Display Network (GDN).  This service allows you to advertise your business on a larger network of websites. You can choose the sites that are relevant to your target audience to advertise  on. This will support you in your quest to increase your brand visibility.

Which one is right for your business?

SEO and Google Ads are universal strategies. They can be used by any type of business to increase the traffic to their website and reach a wider audience. Determining which option is right for you is highly dependent on the needs of your specific operation and your advertising budget. However, based on my experience, a healthy dose of both strategies will help your company grow and gain new customers.

If you’re still unsure, it might be helpful to think of Google Ads as a short term strategy to attract new customers and generate buzz around your brand. Where as, SEO can be seen as a long term commitment towards strengthening your relationship with your customers and improving the reputation of your business. Remember, connecting with your audience is a two way street.

If you’re still deciding between SEO or Google Ads – Contact us today at Caiden Media, to find out more about what solutions may be right for your business.