// SEO vs PPC

No matter what sort of business you run, whether it is a law firm, local bakery store, or nationwide construction business, you need to ensure you market your company effectively. This has never been more important, however, for someone who has no experience in this area, it can be difficult to know where to begin. 

Online marketing is an obvious starting point, with many people taking to the Internet to find products and services. Nevertheless, there are a lot of different approaches, and it can be very overwhelming. In this blog, we are going to take a further look at the two main options: Google Ads and SEO.

What are Google Ads?

Google Ads is a form of pay-per-click advertising, which used to be known as Google Adwords. If you do a quick search on Google now for anything, you will notice that the first couple of results have ‘Ad’ next to them. These are results that appear before the organic listings, which relates to SEO and we will discuss that next. 

Not only do you have the ads that are above the organic results, but there are local services ads and Google shopping ads as well.

This form of paid advertising means that you will pay whenever someone clicks on your advert. Unlike newspaper ads, where you simply pay for the advert itself, with PPC you only pay when your advert makes an impression and is clicked on, meaning you get more value for money.

A bidding system is used here, which means you need to bid for the keyword you want your ad to appear for. The more competitive, the more expensive. You can set up a limit so that you do not end up overspending.

What is SEO?

Next, we have SEO. This involves using a number of different techniques to ensure your site features as high up on the search engine result pages as possible. 

Google uses a number of different factors to determine where a website should be ranked. Marketers will, therefore, ensure that your website is fulfilling Google’s requirements and that it is presented in a manner that is going to help you to become more visible on Google.

There is no overnight fix when it comes to SEO. It takes hard work and dedication. However, when you take this organic approach, it is sustainable and you can ensure that Google will not penalise you for trying to cheat the system, which has happened to many sites that have tried to employ quick fixes that violate Google’s terms and conditions.

// WHAT ARE THE FACTORS THAT ARE CONSIDERED WHEN DETERMINING YOUR RANKING?

User experience

A lot of people assume that their website’s functionality does not play a role in terms of their search engine ranking, but it does. If your website is slow to load or difficult to navigate, people are simply going to close it and look elsewhere instead. This is the last thing that you want. 

Relevance

Google wants to make sure that your site is relevant to the searches that their users are making. This is why it helps to have a lot of expert content and the natural inclusion of keywords into your content. This shows Google that your site is right for the person and their search query.

Security

Another factor at play is site security. Personal privacy and information security are increasing concerns for Internet browsers today. This is something that Google has noticed. Using an SSL certificate will ensure your site is encrypted, and this is something that Google will rank higher.

Mobile compatibility

Finally, this is a critical factor at play when it comes to SEO. this is because more people use their mobile to browse the Internet when compared with browsers, and so Google has stated that they now prioritise the mobile experience. Because of this, your site must be optimised for mobile use.

So there you have it: an insight into Google Ads and SEO, and the differences between them. As you can see, there are pros and cons associated with both options. In most cases, a strategy that combines both approaches is the best route to go down. However, it really all depends on your business, your target audience, and your budget, this is why consulting with an expert marketing agency is always the best approach. Please do not hesitate to give us a call today and we would be happy to advise you further.

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