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 hayley@hayleyjanemarketing.com

Top 4 Best website design builders

Top 4 Best website design builders

What is the best Website Design platform?

So you are looking at starting a website, but have no idea which platform to use. There are many website building platforms available online so it can be difficult to ascertain which one is the best website design builder for you. To narrow down which platform will suit your business best, ask yourself a simple question: what do I need from my website?

No website should be built without a goal in mind.

What do I need from my website?

It’s a simple question, but a lot of people get stuck when it’s asked.

  • Will the website take appointments?
  • Do you want the website to sell products?
  • Will your website have registered users?
  • How many users or authors need access to your site?
  • What is the number of pages you require?
  • Do you want social media functionality/connectivity?
  • Will your website have a news/blog section

These are questions that you should be asking before you lock yourself into a website building platform. The worst possible thing you could do is sign up to a platform that can’t provide you with the functionality you were looking to use. Continue reading to get a breakdown of some of the internets most popular website building platforms.

 

Squarespace

The Squarespace interface is simple and easy to use. All Squarespace templates are mobile responsive, scaling up and down to perfectly match any device. While the mobile responsive capabilities of Squarespace are fantastic, the automated nature of the feature means you are limited in controlling how it scales and displays on different devices. This may not be a problem for those who just want the website to look pretty on all devices. For those that want a little more control over how their website displays across devices, Squarespace may not be the best platform to use.

The most significant issue I’ve found with Squarespace is its pricing. When compared to its direct competitors – Wix and Weebly – Squarespace is the most pricy platform. If you are trying to hold onto your pockets, comparing Squarespace to the more technical and affordable WordPress is not even a fair fight. Reality is, if you are on a tight budget, the 20 page limit, even on the cheapest plan might just turn you away.

Pros

  • +40 Designer created templates
  • DIY
  • Completely mobile responsive
  • Extensive website customisation
  • Simple Drag and Drop Editor
  • Flexible template editor
  • 24/7 Email Support
  • Blogs and Pages can be exported to WordPress

Cons

  • Limited scaling control
  • Lack of Mobile Editor
  • Pricing
  • Page limit on lower plans
  • Not suitable for businesses that need to blog

Who will this work for?

Squarespace is an excellent website builder for a creative who wants direct control over the design of their website and isn’t phased by the relatively high price point. It does lack a mobile editor, however, so keep this in mind if you wish to have full design control over your website.

Wix

Wix is one of the most well-known website building platforms on the internet at the moment. It offers a simple to use drag and drop system that can be picked up by almost anyone. For those that still might need help, it also offers built-in tutorials. It’s an easy option for those that have a limited budget, but have the time to DIY their own website.

You can use Wix for free, but you shouldn’t. Wix branding will appear on your website on the free package, and you won’t have your own URL which greatly impacts how Google finds your website.

There is a massive range of website templates available for users to choose from. The wide range of templates makes it easy to build a professional look. Take special consideration for the template you decide to choose however, if you do decide to make a change in template further down the track, you will essentially have to build your website from the ground up all over again.

Wix also offers a large library of free professional looking images and videos for you to add to your website. This helps shave off time in sourcing your own images.

One of the main drawbacks for Wix is the inability to edit HTML and CSS codes. This limits what a web developer could do with your site if you decide to bring one in for something technical.

Pros

  • +510 professional templates
  • DIY
  • Simple drag and drop design
  • Extensive website customisation
  • Support and knowledgebase
  • Secure & Fast hosting
  • Built-in Training
  • Business Customisation
  • Mobile Display Editor

Cons

  • Not mobile responsive
  • Expensive high-end plans
  • Poorly Optimised SEO options
  • No page or blog export option
  • Difficult to change templates
  • Ads still display on lowest plan
  • Lack of HTML / CSS editing.

Who will this work for?

Wix is a good website builder that offers a massive catalogue of templates to choose from. If you are working with a modest budget and have time to piece together a website yourself, this is a solid choice to go with. Keep in mind though that Wix sites have been known to have trouble being indexed by search engines other than Google and if you are working on a free plan you are probably not going to be found by Google at all.

You will also have to spend time optimising the mobile appearance of your site manually through the mobile editor if you want visitors on smaller devices to have a good experience on your website.

Weebly

Weebly advertises itself as a one-stop shop DIY website builder with all the bits and pieces you would usually handle separately, being brought together and packaged in the one platform. Question is, does it succeed? Best answer: Depends on what you are after.

Weebly, like all good website building platforms offer pretty great speed and security through their hosting – which is also optimised for their platform.

The website builder for Weebly is seriously easy to use with very clear navigation and drag and drop tools that allow you to add new copy and content seamlessly. It also provides education and tips as you go along building the website to ensure the smoothest experience possible.

One of the biggest selling points to using Weebly is its competitive price point. Weebly offers extremely affordable starting plans that include a free domain and uncapped page and storage limits.

Unfortunately, that uncapped page limit comes around to bite those that take advantage of it. The content management system that Weebly uses is confusing and disorganized. Weebly’s layout makes it difficult to arrange your pages in a logical way once you start expanding the number of pages your website has.

An additional drawback is the platform lock-in. If you ever decide to move and grow your website on a more flexible platform like WordPress, you are going to learn that Weebly isn’t going to make it easy for you. While it is possible to export page content via a zip file, blogs will have to be manually copied over, which means time spent reformatting it yourself, or paying decent coin to get it done for you.

Pros

  • Good Pricing
  • DIY
  • Ease of Use
  • Simple drag and drop design
  • Secure & Fast hosting
  • Built-in Training
  • Free domain under Wix brand

Cons

  • Poor content management system
  • Limited Marketing Tools
  • Platform Lock-in
  • Limited export options
  • Charges apply if your website grows

Who will this work for?

Weebly will work great for sole traders on a tight budget looking to get a website up on the cheap. It will provide you with all the necessary features a website needs, but just not a lot of depth. If you are looking to just have a page on the internet, Weebly is a good choice.

WordPress

WordPress has far more advanced features than the other website builders I have reviewed so far.

It is used by 27.5% of the top 10 million websites on the internet. WordPress supports more than 60 million websites and is continually growing with theme and plugin support. This means that your website can easily be edited and built upon by almost any web developer you decide to work with.

WordPress can be managed into posts and portfolio pages through categories to help users navigate toward the type of content they are looking for. This helps massively with SEO and people who intend to blog.

You can also add as many collaborators to your WordPress site as you need, with no limitations, restrictions, or fees added.

WordPress websites are almost universally accepted by all website hosting services which means that the monthly cost of owning a WordPress website will be the most economical hosting service you can find.

Scaling your site and adding extra pages will not cost you an extra monthly fee like the other website platforms I’ve gone through, instead, you can get a web designer to do it for you for a one-off price. A WordPress website can grow and develop with your business over time. It has the ability to start off small and grow into a complex, multipage, multifunctional e-commerce store if you wish. There are very few limitations to its growth.

Pros

  • SEO Friendly
  • Blogger Friendly
  • Simple Google Analytics Integration
  • Theme Integration
  • Advanced Marketing Tool Integration
  • Massive Ecosystem
  • Easy to Scale
  • Stable Update Cycle

Cons

  • Large learning curve
  • Difficult for non-tech heads to get into.

Who will this work for?

WordPress will work for any business. If you’d rather focus on your business, contact a developer (like us) to build your website for you. When you work with a web developer, WordPress will allow you to build a more flexible and functional website. Also, WordPress doesn’t limit the number of pages you can create which means you can blog to your heart’s content and boost your website’s searchability on Google.

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; with digital and print design skills, as well as work concerning illustration, conceptual and finished artwork.

If you are interested in WordPress Websites we have recently created some beautiful looking sites for our clients. Click below to see our portfolio.

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

hayley@hayleyjanemarketing.com

Oran Park Smart Work Hub

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