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 hayley@hayleyjanemarketing.com