SEO and Google Ads, does a business need both?

SEO and Google Ads, does a business need both?

Hayley Jane Marketing - SEO and Google Ads

Does a Business need SEO and Google Ads?


The difference between SEO and Google Ads

Many businesses are confused about SEO and Google Ads. They are often confused as to whether they should use one or the other, or both. Before deciding if both are needed it is important to understand the differences and how they work together.
SEO stands for Search Engine Optimisation. A search engine is where people search for content on websites using Google, Bing, Yahoo, Mozilla or Microsoft Edge. The most popular search engine and the one most people are familiar with is Google. Optimisation for search engines makes it easy for the robots used by search engines to match searches, to relevant websites.  The search engines use the keywords in the search to do this.
If a business has thought about their website content, their website will be full of keywords about their business. There should be plenty of keywords and images about the business on the website and if so, the robots will bring the website to the top of a search. When a business is paying for Google Ads, they are paying to rank for keywords related to their business on a pay per click basisSo rather than relying on the search engine robots, they tell Google they would like to pay to come first in a search that contains a keyword. Google Ads PPC requires you bid against other business to place above them in a search, when someone searches that keyword in Google. If that person clicks your search ad, then you pay, hence the term Pay Per Click. So if a business is paying to rank with Google Ads, why do they need SEO too?

SEO, Keywords and Google Ads Quality Score

The search engine robots use an algorithm to place a website at the top of a search. This ensures that the person who entered the search will see relevant websites come up in the search. A user does not want to search for potatoes and see information about lemons for example. Google is careful to make sure they keep their users happy by showing them websites they are looking for. Even when a business pays for PPC advertising on keywords, if their website does not show relevant content, then Google will not show the paid ad. Google will tell the advertiser this by showing a low-Quality Score on the keyword. So, the same practices used in SEO, are used in Google Ads. 

So why bother using both SEO and Google Ads?

Part of an SEO strategy ensures keywords placed on the business’s own website, but there are other techniques used in SEO Strategy. These include backlinks and an ongoing content/blogging and sharing strategy. Because of this, SEO generally takes a longer time to get results and quite a bit of work. SEO with plenty of keywords and images titled with keywords on your website and paying to rank for those same keywords with PPC Google Ads, can be a shortcut to getting lots of website visitors. Google Ads can get results quickly, especially when your website shows the keywords you are paying for
When SEO is used alongside a Google Ads strategy, this can reduce the budget required by Google Ads. The more relevant Google deems your website the higher the Google Ads Quality score. A high-quality score results in lower priced ads for your website. So more clicks and visits on your website at a lower cost. 

So to answer the question “Does a business need SEO and Google Ads?”

It is not essential to do both, but doing both will get you better results with a lower cost for Google Ads and more website visitors quickly.

SEO Checklist

  • If you are using an SEO agency, you will typically pay all costs to them. They should give you a report every month with the SEO work they have completed.
  • SEO can take some time to see results. SEO is generally a long-term strategy.
  • Use Google Keyword Planner to check keywords people are searching for related to your business.
  • Choose a specific keyword that you would like to target and create content around the keyword
  • Include the keyword in the website URL, the H1 Heading and an H2 Heading.
  • Include the keyword in the first paragraph, be careful not to stuff the keyword too many times in the written content.
  • Create a content with over 500 words with an image and name the image with the keyword
  • Make sure your website is connected to Google search console.
  • Check Google Search Console after 1 month to see how your content is ranking in Google search engines.
  • Keep improving and adding more content to your articles
  • Try and share a link to your website on as many social media platforms, industry related forums as you can for a backlink strategy. If you create really good educational content people will be more likely to share it on their website.
  • Create Youtube videos based on your written content and link to it from your website.

Google Ads (PPC) Checklist

  • When you are using an agency to monitor your Google Ads, you will typically pay an agency fee and pay your Google Ads costs directly to Google
  • Before you start advertising. Make sure you or your agency has used Google Keyword planner to find keywords related to your industry.
  • Check the content on your website contains the Keywords you plan to pay to rank for.
  • Ensure the content on your web pages is helpful and relates to your PPC ads
  • Try to include images related to the keyword you are paying for on the web (landing) page your ads are directing to.
  • Start with a smaller budget and follow improve the results over 3 months, then when you’re ads are performing well and your Google Ads Quality score is high,  increase the budget.
  • Check when new keywords are added and keep adding new content with the keywords to your website.

Hayley has spent a majority of the last decade creating marketing campaigns for small and medium businesses. As a Google partner Hayley is certified by Google for Google Ads search campaigns. If you have any questions about this article please email

How to Fix Your Online Visibility with Google AdWords

How to Fix Your Online Visibility with Google AdWords

Many business owners are unaware that visibility is key to discovery. We outline how to fix your online visibility with Google AdWords. Here are a few common mistakes when using Google AdWords and what to do instead. We also address the use of Digital Display Ads to capture your audience’s attention.

Mistake 1: Misunderstanding Google

By failing to understand the power of Google, you are hurting your right to online visibility, driving search traffic to your website, your social media accounts – your brand! 

Though you may think paid Google Ads is as simple as setting up an AdWords account, inputting some detail and your customers will find you – it’s not that simple. More often than not you are paying a lot more than you need to and will still miss being seen by your ideal customer.

The result? Paying more than you need to and not seeing an increase in customer engagement converting to your website, or signing up to your email list.

Engage a Google certified practitioner to set your Ads properly. To ensure your Google AdWords is properly set-up for maximum visibility with lower costs. It is an investment you can’t do without.

Tailor Google AdWords information to your business. Be strategic with the information you use in your Google AdWords account; setting the right target audience parameters, along with keywords, will ensure that you are enticing your audience to click on your Ad.

Mistake 2: Set and Forget Mentality

A set and forget mentality of your Google AdWords account will result in your Ad slipping in search results.

If you spend 20 scheduled minutes a week reviewing your Google AdWords account, including keyword and competitor research, you will ensure that your Google AdWords listing will work hard for you.

Learn the ins-and-outs of Google AdWords. Google is quite comprehensive when it comes to AdWords – leading to confusion. Again, you should engage a Google certified practitioner to assist you; saving you time and money!

Mistake 3: Not Utilising Display Ads

Lack in understanding the difference between Google AdWords and Digital Display Ads can mean the difference between profit and loss.

Make your Digital Display Ads work hard for you, rather than the other way around.

Google Ads will display your paid listing at either the top or bottom of a Google keyword search page; Digital Display Ads will show your “ad” on targeted websites. 

Being strategic will get you in front of your target audience. Be strategic with your Digital Display Ads, they can be very beneficial to your business and image is everything. If you know where your target audience will be online, you can get in front of them by choosing the websites you need your digital ad to be seen.

Research Digital Display Ads. Digital Display Ads pop-up website pages you visit – they have been set to target their audience and the ads you see have been designed for you. Make sure you do the same with your business for your target market!

Tip: Next time you are on one of your favourite websites, e.g., click on an article and see all the display ads pop-up above the heading and on each side of the article. Those particular ads are shown to you because those businesses chose you to see them.

Note: Digital Display Ads will only work on websites that are monetised, e.g. Pay-Per-Click or Cost-Per-Impression.

We recently received Google AdWords certification. We can tailor Google Ads to your business, ensuring that you are getting the most for your money and grabbing the attention of people looking for your products or services.

Contact us on 1800 429 539 to discuss your current strategy and how we can engineer it to better perform.

Social Media and Successful Internet Marketing Campaigns

Social Media and Successful Internet Marketing Campaigns

Internet marketing, also known as Online Marketing, is quite broad and covers quite a few things. It covers items such as brand promotion, sales, and traffic through email marketing and social media activities. There are so many ways that a business can promote their services online for more traffic, leads, customers and sales. This article provides you with some tips that can help you with your social media activities.

Talk directly to your customers

If your website talks about you and your business, your “viewer” is likely to lose interest quickly and move on. Make sure your website speaks to the customer as if they were standing in front of you. Know their pain points and outline benefits of your services or product. Let them know it can help them, and you are more likely to increase your sales.

Offer coupon codes and discounts sparingly

If you are constantly having a sale, people will become apathetic about it. You want to offer enough discounts that people are attracted, but not so often that they expect it. It’s a fine line that can mean a great deal to the success of your business.

Make sure your content is interesting and unique

People constantly want to see something they haven’t seen yet, and providing that is a great way to increase your marketing. If your audience is expecting to learn something, you should be more than willing to teach. Otherwise, your fans may find somewhere else.

Sharing your knowledge of online marketing with people does not hurt you in the slightest. In fact, it will only boost your profile if you’re willing to provide other newbies with some tips and advice to help them succeed in their campaigns. You won’t want to draw up the entire blueprint, but you can provide some basics.

There is nothing wrong with asking users if they would put a review on your Facebook page, your website or another platform. Your website should allow you the option to set things processes up so that users will get a message after they make an online purchase that would thank them for their business and ask them to write about their experiences online.

Use videos to gain a greater influence online

Promoting your business through videos is becoming very popular, as it is a more engaging method of getting in front of your audience and getting your message across.

Make sure when promoting yourself on social media, that you use relevant hashtags for Facebook and Instagram – for discoverability and where possible, use meta tags that will be picked up by discoverable by search engines like Google.

Again, online marketing is a very broad subject that covers a range of platforms for promoting your business, and a lot of knowledge to ensure that you are getting in front of your audience and new customers.

One thing to remember is to always be true to yourself!

If you have any questions about online marketing activities and how your business can benefit from engaging with social media, you can book a call with Hayley of Hayley Jane Marketing & Design on 1800 429 539 or schedule a time using this link.

Show Your Customers the Real You!….with Online Marketing

Show Your Customers the Real You!….with Online Marketing

Online Marketing is a must for businesses to stay relevant and stand out from the crowd. William R. Hearst of Hearst Communications said “If you make a product good enough… the public will make a path to your door, says the philosopher. But if you want the public in sufficient numbers, you would better construct a highway. Advertising is that highway.”

Online marketing, or digital marketing, is a very powerful medium of advertising. It targets the correct audience and promotes your business to these people. The tools available for online marketing, combined with a great authentic brand message, will make a winning combination.

Effective online marketing allows businesses to utilise strategies that have lower costs than traditional advertising. This means your online advertising will maximise your sales potential and achieve a higher return on investment (profit). You expose your brand to the right people at a much lower cost than ever before.

Types of online media

There are various types of online media to consider, these include:

  • Social Media Advertising (Facebook, Twitter, Pinterest, Linkedin)
  • Search Engine Optimization (SEO);
  • Blogging, Email or Newsletter Marketing;
  • Pay per Click (PPC);
  • Affiliate Marketing;
  • Banner Advertising;
  • Rich media ads (interactive media such as online video directories);
  • Online classified advertising; and
  • Advertising networks.

The right online marketing strategy can produce amazing results and prove your investment to be worthwhile. This is made possible by accurate reporting and testing that directs the right traffic to your brand, which ultimately will result in more sales and sign-ups for your business.

However, being spoilt for choice with online marketing avenues to invest in can be a daunting task for any business owner to decide on.

How do you choose?

How do you choose which online marketing type best suits the unique needs of promoting your brand?

“With my 20 years’ experience in design/media and marketing, I have learned to develop concepts, strategies and designs that, combined with the latest technologies, deliver high performing marketing strategies with a quick turnaround.” ~ Hayley Jane Marketing

If you would like to discuss Online Marketing options for your brand, you can book a call with Hayley from Hayley Jane Marketing by clicking on the link:


Oran Park Digital Marketing Workshop

Oran Park Digital Marketing Workshop

Identifying a need for Digital Marketing Training in Oran Park

A few months ago I travelled to Sydney to attend a Digital Marketing Workshop. I was surprised by how many business owners attended and were keen to learn how to do Digital Marketing for their own businesses. This got me thinking about the businesses that I network with and how useful it would be to run a workshop for Digital Marketing Oran Park. Many of the business owners in Oran Park, Camden, Narellan and Campbelltown were in the same boat as the city workshop. However, I knew there was no way these business owners would travel to Sydney and attend a workshop on Digital Marketing. My brain got to work thinking and planning on how I could bring this knowledge to the local business owners.

The Beginning of the Digital Marketing Oran Park Workshop

This was the beginning of The Digital Marketing Oran Park Workshop. When I was planning the workshop I thought really hard about the questions my clients asked me and the problems they had. The goal of the workshop was to solve some of these problems and answer some of their questions. As a marketer, I can do the Digital Marketing work for them – but many of the businesses in my network, are small businesses or start ups on a small budget. In order to solve their problems, I needed to provide solutions on a tight budget. I chose subjects that would give the attendees a foundation to be able to perform their own DIY Digital Marketing.

This was the plan;

1. Educate attendees on what Digital Marketing tools can benefit their business,

2. Inform them on how they work and,

3. Show them how they can do some of their own Digital Marketing

Following this plan would allow business owners to make a start on their own Digital Marketing and keep within a tight budget.

Understanding Branding

I wanted to give business owners a broad understanding of the essentials of Marketing. Therefore, I thought it best to start from the beginning, which is Branding. Knowing your business message and communicating this with a brand is essential for successful marketing.

To help understand branding we covered;

  • The foundations of branding and staying true to their brand,
  • What is a brand exactly and,
  • How branding impacts your marketing.

The presenter on this topic was Elisha from Evoke Visual Creations. The group exercises and checklists identified many gaps in the branding of the attendees. Many had not even thought about it the message their current branding was communicating.

The topic was very well received and many of the attendees found at least one way of improving their brand.

SEO or Search Engine Optimisation

For the next topic, I wanted to educate businesses on SEO. The acronym is used a lot these days – but I knew many did not know what it meant or how it worked. I also knew that many business owners were being approached by SEO companies to sign them up to SEO plans. My goal here was to teach businesses;

My goal here was to teach businesses;

  1. What is SEO?
  2. How does SEO work?
  3. What do the SEO companies charge for? and what are they actually doing?

Matt from MRK Developments presented this topic. He is an experienced Web Developer and SEO specialist. His extensive experience in presenting for the Australia Post National Digital Literacy program and would be a great asset to the event.

On the day his presentation was amazing and he turned what is normally a dry and boring topic, into an entertaining and comical lesson. I was even taking notes myself, on the latest tools from Google and have since implemented some of the DIY SEO techniques he taught during the event. The presentation also cleared up some of the misconceptions around SEO.

Facebook Advertising

For the final topic, I was to present. I wanted to teach businesses how to utilise the Facebook advertising platform to market their own business.

When it comes to Facebook advertising there are a few home truths that need to be addressed first, including giving small businesses realistic expectations. Social Media Marketing is a valuable form of Digital Marketing and definitely needs to be considered as part of the overall strategy. It is fantastic for branding and generating interest, but you need to ensure you have a good content strategy to see great results.

In this topic we addressed;

  1. How to choose engaging content,
  2. What results to expect from Social Media Marketing,
  3. How to use the Facebook Adverts Manager platform,
  4. A demonstration on setting up advertising campaigns and
  5. Assessing reports.

With Facebook being so popular at the moment, I received plenty of questions. There was definitely a lot to learn. But most people seemed really pumped and could not wait to get back to business and start implementing what they had learned.

Thanks to everyone who attended the workshop. We appreciated the fantastic feedback we received and can’t wait for the next one.

Due to the popularity of this workshop, Hayley Jane Marketing, Evoke Visual Creations and MRK Developments are running another workshop.

The  Workshop is scheduled for:

Wednesday 27th September,  9.30am – 12.30pm

Oran Park Smart Work Hub, Oran Park Podium

The Digital Marketing Oran Park Workshop is a must for any Small Business Owner who would like to learn how to market their business online.

Save 50% on Early Bird tickets if you purchase before the 20th September 2017.

Click the button below to secure your tickets

Our Contacts

Call now to contact Hayley Jane Marketing to discuss a tailored marketing strategy to suit your business.

1800 429 539

Oran Park Smart Work Hub

Level 2 Oran Park Podium 351, Oran Park Dr, Oran Park NSW 2570

5 of the Best Marketing tips you will read

5 of the Best Marketing tips you will read

The world of digital marketing is ever changing. New ideas and ways to engage and reach prospective clients are being developed, tested, and proven every single day. Trying to maintain a business can be incredibly difficult as it is. Having to set time aside to market your business – if you don’t have the money to outsource it – can be daunting, especially if you aren’t exactly sure where to start.

Here’s a quick tip – do like me: start blogging.


Marketing Tip #1

Blogging – You won’t believe how relevant and important these 5 things will be for your business!

You’ve seen them. You’ve clicked them. You may or may not have enjoyed reading them, but they got you. Clickbait titles for online articles are widespread on the internet. Whether it’s a “you won’t believe what happens next”, “10 reasons to quit smoking” or “the greatest advice you will ever read” you are bound to find one or two that pique your interest.

These titles often play on our emotion, natural curiosity, and/or our ability to digest listed information (more on that in a bit).

Emotional ClickBait

Imagine a joke without a punchline or a movie without a climax. Neither of those things sounds remotely gratifying because it is lacking completion. This is how most emotional clickbait titles operate and here are the ingredients:

  • Emotional stimulation
  • Hyperbole (in generous amounts)
  • Intrigue
  • Lack of a hook (often provided within the article itself)

There is a reason why it is so widespread after all. It works. Well, for the most part.

Emotional clickbait can be done right but if done wrong it can also damage the reputation of the writer.

If you are thinking about using some emotional click bait as a title for your blog, here are some tips on how to get it right:

  1. Make sure that the title is relevant to the information within the article (and not misleading!)
  2. Don’t use emotional click bait for every blog you write.
  3. If the punchline isn’t in the title, make sure it’s in the blog.


Despite the uncomfortable name, listicles have risen to prominence in the online arena over the last five years. Buzzfeed releases several listicles a day, and websites like Listverse are solely dedicated to them. So what are they?

They are lists. Seriously.

Top 10’s, 5 of the best, 7 weird and wonderful, 3 amazing, et cetera et cetera. Listicles do so well because of how it breaks down information. Top 10’s (and its variants) work on your desire to know what reigns supreme. Some of the more sharp readers might have already realised that they are reading a listicle right now.


Marketing Tip #2

Social Media – I need to use every single social media platform available for my business…right?

So you’ve got your business up on 15 different social media sites. Your enthusiasm to post is being driven by the delusional expectation of organic leads sliding into each of your respective Social DM’s. You manage about a week of consistent posting for all 15 no sweat.

Within a month you are just posting on Facebook.

Three months in and you are no longer doing social media for your business. Where are all those leads? Many new businesses have a shotgun approach to social media. Load as many channels, chamber all your best ideas and fire with the hope that the target will be struck.

When their expectations aren’t met, their enthusiasm drops. When their enthusiasm drops, their continued posting deteriorates. What really works best is understanding your audience. Knowing which social media channels they use and choosing to focus on just those channels can make a huge difference in engagement.

This also allows you to be more specific with your content, and it also puts less pressure on you to schedule and post on a ridiculous amount of platforms.


Marketing Tip #3

Websites – Now you mean serious business.

There are a lot of small businesses run by an individual who is doing just fine with a social media page. Creatives often find that displaying their work on visual platforms like Instagram provides them with enough monetary interest to justify running sans website.

However, if you are actively spending money to market your business, you probably aren’t doing it to stay at the scale you are currently running. Having a website lends credit to your businesses identity. It is also an opportunity to display your products and/or services in unique and appealing ways.

You can use your website as a target to funnel from any place on the internet with Google Adwords. You can even use your website in conjunction with popular social media platforms for more complex digital marketing techniques such as lead retargeting.

Of course, having a website doesn’t automatically give your business brownie points. If you have contracted a less than credible web designer, or have had a go yourself with a DIY website deal there is a chance that a couple of things could go wrong, or at least haunt you further down the track.


Marketing Tip #4

Branding – Why it’s important to get your branding right.

This cannot be said enough.

It is absolutely vital that you get your businesses branding right. If having a website gives you credit, getting the branding right on your website and on print is cementing your authority as a legitimate business.

Getting a good designer to work on your business logo and branding is probably a good idea. Skimping out on an online crowdsourcing job for your overall brand and design can be risky, and it is often met with language barrier issues. The old saying, “you get what you pay for” couldn’t ring truer.

A good designer will work with you to create a logo and brand that not only resonates with you, but also appeals to your target audience.

At the end of the day, your designer can only help you with the design. It will be up to you to continue to weave your brand across all facets of your business. You can ask your designer to create a style guide for you to follow or if you have some extra coin, a branding package.


Marketing Tip #5

You – Getting the most important part of your business right.

For brick and mortar businesses, all digital marketing efforts are made toward getting a lead through the door. What happens after that? Once a lead has been successfully convinced to walk through your doors, it’s up to you to convert, and impress.

This means that you need to do the following:

  • Appear approachable, both in person and online
  • Present yourself in a way that is consistent with everything the lead has come to see from your business
  • Provide the lead with an exceptional experience
  • Solve any problems or issues the lead may come across
  • Show genuine interest in leads and existing clients.

You may have noticed the last point is highlighted.

It’s done for good reason. Businesses are becoming more automated, losing its personal touch. If you are running a small business, you have an opportunity to provide your clients with a far more intimate and personal experience that larger businesses could only dream of.

Showing genuine interest in a client creates rapport. Things as simple as remembering a client’s name, recalling past conversations and going above and beyond to provide a client with value can leave a lasting impression. This creates a foundation for loyalty between the client and your business.

Shaun da Silva – Marketing Officer

Shaun is a trained Graphic Designer, and wordpress wiz, holding an Advanced Diploma of Graphic Design and freelance experience in the industry.