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In this article we will compare the benefits that can be obtained by using Google advertising, namely Google's paid ads (Google Ads), and those achievable through the adoption of SEO. These consist of the techniques of optimizing websites in order to rank high on search engines. Choosing to sponsor one's own website or that of one's business on Google represents a fundamental step when one is intent on making oneself known and increasing the number of customers. If this is the goal you want to achieve, it is not easy to say, between these two strategies, which one is the best. Nevertheless, we will try to answer this question in the course of this article.
- Recommended: Search Engine Optimization: Keyword Guide.
Advertising on Google
Introduction
Nowadays, there are many options that allow you to improve the visibility of your website by paying for each click received on your advertisement. To this end, the paid advertisements offered by Google are, for sure, the most popular and recommended choice. In this case, the cost per click received is not fixed and is determined through an auction process for each keyword. Google's paid ads are displayed along with the organic search results, in areas reserved for them, both at the top and bottom of the search results page. Sponsoring on Google leads to several obvious benefits including:
- Customizing campaigns to fit your budget
- Willingness to run ads on other Google channels
- Ability to precisely define multiple parameters
- Willingness to consult statistics and graphs related to the campaign
Introduction to SEO
The term SEO, or 'search engine optimization,' identifies the techniques adopted by an SEO expert to help a website rank as well as possible within the search engine results pages. The most important and well-known strategies consist of:
- Constant publication of updated and interesting content
- Collection of links from authoritative sites that direct to your own
- Researching keywords with high search volumes so that they can then be incorporated into the pages of one's website
- Adoption of simple and accessible language to facilitate reading and understanding of content
Advertising on Google: Benefits
The use of Google advertisements, namely Google Ads, can be of great help to you in the following circumstances:
- When a website is new, it is not enough to rely exclusively on search engine optimization. If you have some budget, Google Ads are a great tool for generating initial traffic to your website.
- If your website has been around for several years now but is failing to get an appreciable number of visits, Google Ads will be able to help you. These will enable you to increase the number of visits very quickly.
- Google Ads are also a source of valuable information. You can use your data provided by Google Ads to identify and track search trends.
- Google Ads offer a valuable opportunity to reach consumers even at the local level and let them know about your business or brand.
Google advertising vs. SEO: Final Verdict.
At this point, what is our conclusion in this regard? When it comes to evaluating the efficiency of SEO and Google Ads (i.e., Google sponsorship), which is really the best option? In this regard, we can say that there is no single answer to this question. SEO and paid options such as Google Ads may be different, but they complement each other perfectly. When used together and consistently, they are capable of generating a complete and effective digital marketing strategy.
