Search engine optimization (SEO) is a popular marketing method that helps drive traffic to a business’ website.

What’s SEO?

SEO refers to optimizing your website’s content to appear higher in search engine results pages (SERP). To quickly check your SEO status, enter the URL here to perform an SEO audit.

Search engines match users’ queries with the relevant pages. Optimizing your website will drive more traffic to your site and increase conversions. 

Google determines the rank of your website based on many factors such as

• Keyword selection – To make your website rank higher in search results, it’s important to select keywords that are relevant to your page. 

• Content quality Google wants users to find high-quality content that gives them the information they are looking for. Google will rank websites with long and informative content higher in search results. Long, quality content will keep your users on your site longer and increase engagement.

• Website security: Google will prioritize secure sites over those that aren’t.

• User experience Google wants to promote websites that provide a positive user experience. Your site’s user experience must be improved to ensure that leads stay on it longer and improve your ranking. UX features include simple navigation, headings, bullet points, images, videos, and engaging imagery.

• Mobile compatibility Google has been pushing responsive design for the past couple of years because of the growth of mobile web browsing. Responsive design makes it easy for users to view your website on any device. Google has moved to a mobile-first indexing system To rank high in search results, your site must be mobile-friendly.

• Page speed Users expect fast information, and slow sites will cause users to leave, which can negatively impact your search engine ranking. 

A SEO campaign can help you grow your site’s authority, trust, and expertise (EAT). It involves content creation, optimization, user experience improvement, and the creation of new content.

What is Google Ads?

Google Ads is a pay per click (PPC), advertising that allows marketers to reach potential leads.

• Search ads. These ads are similar to organic search results, but they include the tag “ad” in order to distinguish them from organic listings. 

• Google Shopping Ads: These ads are displayed in a carousel-style format at the top SERPs, with images of products from various brands. The listings also include prices so that users can compare shops.

• Local Services Ads: These ads are for service businesses like electricians and plumbers who wish to increase their local leads. 

Only pay for users who click on your ad. Bid for keywords that you wish to use in your ads.

The amount you are willing to pay for someone clicking on your ad. You budget will determine the frequency and cost of your ads.

SEO vs. Google Ads

Google Ads and SEO focus on increasing traffic to your website and converting more leads. 

Feature	SEO	Google Ads
Traffic	Continuously generates traffic	only generates traffic during the campaign
Placement	Placement only for search results	You can place ads on search results, as well as other Google-owned or partner websites
Cost for clicking	It doesn’t cost anything if someone clicks your listing	People click on your listing to pay you.
Keyword selection	Works with both long-tail keyword and short-tail keyword	Works with both long-tail keyword and short-tail keywords
Time	Results take time	Faster results
Tracking metrics	Tracking analytics, ROI take time	Get instant ROI and track analytics

SEO, Google Ads offer unique benefits to your business.

What is better: Google Ads, SEO or ? 

It all depends on what your business goals are.

Google Ads

Google Ads is the best strategy for companies who are focused on sales and leads. 

SEO

Search Engine Optimization is best for those who want to increase traffic and brand awareness. 

Bonus Reading: Does Google personalize search results?

SEO and Google Ads: How they work together

Although SEO vs. PPC remains a contentious debate, it is possible to combine both SEO and PPC Ads to: 

• Increase brand visibility. SEO and PPC ads can double your visibility in search. 

• Traffic Boosting: Combining SEO and PPC will give you the best chance of generating valuable traffic. PPC allows you to quickly earn traffic and can begin generating leads as soon you publish your ad. You’ll see long-term traffic if you include SEO.

• Combining both strategies allows you to get the best of both long-term as well as short term traffic. 

• Optimize SEO with PPC keywords: Using Google Ads for the same keywords as SEO can increase exposure. Additionally, PPC ads can be used to test keywords and help you determine which keywords are most effective for your SEO campaign.

Increase traffic with Kobe Digital

You now know the answer to SEO or PPC ads. We can help!

Kobe Digital is a Google Premier Partner and can help you to drive success in SEO and PPC ads campaigns. To get started with your online business, email us , or call us to speak with a strategist).