What’s the difference between SEO and Google Ads?

There are so many marketing terms out there, that it’s understandable to be confused knowing what they all mean and their purpose in the digital space. One of the most common you’ve probably heard is SEO and Google Ads. But what are they and what’s the difference between them? Knowing the difference between SEO and Google Ads will help you decide what’s best for your business.

So, what is SEO?

SEO (Search Engine Optimisation) refers to the information/content you have on your website. By having carefully chosen text on each page of your site, you can help influence the ranking your site has on search engines like Google. We’ll refer to Google as the search engine as it is the most utilised worldwide and therefore has the most impact. 

From time to time, Google sends robots or bots out to trawl through content on the internet to decipher what is the most relevant and up to date information. This is a factor that helps Google determine your ranking. So, by having relevant and regularly updated content on a website, Google is more likely to pay attention to that site and rank it above other outdated or static ones.  

How is it done?

In very basic terms, SEO is the science and art of carefully selecting the right terminology, the right amount of text and the positioning of text within a website to improve visibility and ranking on Google. SEO is an ongoing marketing method designed to yield results over a long period of time organically, without paying for an ad and bidding against competing companies.

And Google Ads?

Also known as PPC (Pay Per Click), Google Ads is a paid strategy geared towards achieving faster outcomes that result in leads and conversions. An ad or keyword that you pay for essentially means that you’re placing a bid to have your website displayed above others in a Google search or even on other websites. However, Google Ads don’t have an impact on organic search results the way SEO does. 

Are they expensive?

First of all, you only pay for an ad if someone clicks on it – hence PPC. The cost per click varies depending on the popularity of the keyword you want to bid on. For example, some large companies with a lot of competition such as insurance agencies can easily pay upwards of $50 each time someone clicks on their ad, while other companies might only need to shell out $4 a pop.  

Your budget depends on which keywords you want to use and how much value you place on a click leading to a conversion. 

What’s the best way to go, SEO or Google Ads?

Ideally a combination of the two will give you the best shot at both short and long term gains. But it depends on your marketing plan and what you want to achieve. If you’re still unsure, contact Frankie Media for a discovery session to help you decide.

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