Prime Search Engine Space – Get More for your Business!

As two sides of the same coin, AdWords and Search Engine Optimisation (SEO) together can satisfy all your search engine marketing needs. These two guys are your main revenue drivers, so it makes sense to not just invest in one, but both! While AdWords is fast and flexible, SEO is your ‘slow and steady’ competitor. It takes time to build a successful SEO campaign, but when it is done right, it’s always there working in the background for you. But what happens when you are finally happy with the position you have organically achieved through SEO and the positions of your AdWords ads; does this mean that you halt everything? No, because just as much work is needed to keep you there as it took to get you there.

So what is the goal here? For you, it’s about generating as many leads as you can while keeping costs efficient and effective. For us to help you achieve this, it’s all about taking up as much room as you can on that first Search Engine Results Page (SERP). It makes sense that the more times your business name and website appears on the first SERP, the higher the likelihood that people will remember and recognise your business and the services and/or products you sell.

The best way to achieve this is to utilise AdWords and SEO concurrently. With organic rankings, you build trust and credibility because Google chooses which SERP you appear on depending on the content you have on your website. With AdWords, you can tailor your message to suit any number of keywords so you’re in control, which means you can still appear above the number one organic ranking. So you extend your visibility, and increase your chances of being clicked on by credible leads.

Let’s say for example, you are running a pre-Christmas sale within your business. You utilise SEO but have not invested in AdWords. Due to the nature of SEO (how long it takes to build a campaign, waiting for Google to crawl the content on your website, etc.) you will be unable to use SEO to advertise your sale. In fact, Google SERPs will be closed off to you entirely and you will have to rely on other digital marketing means. If however, you had invested in AdWords, you would be able to create ads with keywords specific to your pre-Christmas sale and have your ad trigger whenever those keywords are triggered by a search.

What if you have invested in AdWords but not in SEO? With all your eggs in one basket, it means that you are forever relying on maintaining a steady budget within your Google AdWords account to ensure that your ads show for your keywords. AdWords, put simply, is neither a long term nor sustainable online marketing method on its own for your business. Due to the quick and reactive nature of AdWords, it’s most suitable for marketing messages which you need to hit your audience with quickly and effectively. SEO on the other hand is the slow-burning method which builds credibility towards your brand. Google’s Research blog states that a combined SEO and PPC effort can result in traffic improvement by up to 96%. It means you’re extending your chances of people not only learning about the short term goal you have associated with your AdWords ads, but people learning about your business and brand through your long term goals with SEO.

This ‘ad real estate’ is your key to increasing your visibility on SERPs. With clear, short term goals which can be achieved with AdWords and steady, long term goals which can be delivered with SEO, your business is productively and expertly employing tactics which will enable you to smash your competition. It doesn’t have to be a choice between Pay Per Click or organic search engine marketing. Do you have a success story about the use of PPC and SEO concurrently you would like to share? Get in touch with us at [email protected]. If you think your business could benefit from an integrated marketing approach, contact the SponsoredLinX Digital Strategy team on 1300 859 600 or visit our website to learn more.

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