The Great Debate: SEO vs AdWords
I had an interesting conversation recently about SEO (search engine optimization) and advertising in Google AdWords. The question posed to me was this: “You don’t need to do SEO for your site if you are advertising using AdWords do you?”
My response back was, “Well, of course you do! How do you think some of the Google analytics pulls information in for use and website traffic flow?”
Now, it’s important to add before we begin this discussion, that yes… they are 100% different ideas that give you different results… but it would be a mistake to say that you don’t need SEO if you are advertising using AdWords.
So, let’s start out with what each of these services are to view the full picture.
Search Engine Optimization aka SEO
Search engine optimization or SEO is all about creating well-rounded content through a series of methodologies that ensure your company’s website tells the story you intend it to tell. Your website tells a story in two ways. The first way is to your audience – your clients – the ones you want to sell your product, service, or idea to. The second way is to a search engine crawler – an analytics robot program – that will read your content and meta data to ensure that you are indeed a legitimate website but also, to categorize your website appropriately for when someone searches on the search engine.
Your Website Tells a Story.
Whew! That seems complicated, doesn’t it? The beauty of SEO is that it helps a business organically grow its web audience and web traffic volume… FOR FREE! (Yes, its free if you take the time to learn how to do it on your own. Or you can pay someone to help you, which is not free…obviously.) It’s also important to note that SEO is not something you as a business should ever stop doing. I consider SEO and a company’s website to be a living breathing organism and if you don’t… you should change the way you think about your online presence.
Google AdWords
Now on the other side of the coin you have Google AdWords.
Hmmm… How many of you business owners reading this right now have ever used AdWords to advertise your business on Google?
*Looks around the room. Sees several raised hands*
Good, what is one of the first things you get to pick out as part of your advertising? You pick out keywords that a current or future client would use to search for your business online, huh? We will get back to this point in a minute. AdWords is essentially spending money to advertise on Google so you will show up in a search based on criteria you specified a little more often than you would without spending the money. It generates web traffic and leads often times and is a good advertising investment, most of the time. So, you pay money. You get great web traffic. Score leads and sales. Now what? As soon as you stop paying money for advertising, what’s the guarantee you will continue to see the same success you had before?
Consistency is Key and so is Content
SEO. Keywords. Great Content. A Stellar Product or Service. Friendly, Helpful Customer Service. Community Engagement (both with clients and your neighbors)
So, you pay for advertising to start the web traffic flow and while you are using this method you optimize your site, your content, and your company.
I think everyone reading should know my answer to the original question is a resounding NO! No, you shouldn’t just use AdWords and neglect your site’s SEO. Take care of what people see first, your site, your content, and your company.
That’s your first impression and that’s your reputation.