Categories SEO

Google AdWords Vs. Traditional SEO: Which is The Better Investment?

Big shout-out to Canada West Internet Marketing author, Oscar Dawson for this post on Google AdWords vs. traditional SEO. Check his info out here:

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The main ingredients needed for effective Search Engine Marketing and successfully running digital marketing campaigns are SEO and Adwords. Although both tools are useful, there are instances where you should use one over the other or use the two tools in different combinations to deliver the right result for your marketing campaigns. Let us see what these two tools are and when to use them effectively.

Search Engine Optimisation (SEO)

In simple language, Search Engine Optimisation (SEO) means using techniques to rank your website and web pages better than its competitors in popular search engines such as Google, Yahoo, and Bing. To ensure your pages rank higher in these search engines, you must work towards making your website search engine friendly.
This means that your website should be extremely easy to read and get information from for search engines and its users at the same time.

There are plenty of tips that you can use to make your website search engine friendly and ensure that users find your website on the top on search engines whenever they look for a keyword. However, you don’t need to apply all those techniques on your website. The bottom line to having a search engine friendly website is to make it functional and fast and to offer unique good-quality content to its end users.

Google Adwords

You would have heard digital marketers talk about words such as Pay Per Clicks (PPC), Cost Per Clicks (CPCs), Adwords, campaigns, and bids. Getting a thorough understanding of these terms is needed, so you know what to use when for effective digital marketing.
Google Adwords is the name given to an advertising platform owned and operated by the tech giant, Google. Using Google Adwords, you can post an online advertisement for your business or services, so it shows in Google search engine results. Not just that, using Google Adwords, your ad can also appear in other Google websites such as Gmail and YouTube and many other partner websites that participate in Google’s Adwords program as publishers (such as Google AdSense).

As a digital marketer or online advertiser, you can choose to either pay a fee when someone clicks on your ad on a search engine (this is called Cost Per Click or CPC) or when users see your ad (this is called Cost per Thousand Impressions or CPMs).

There are advertising places and spots on search engines for which businesses compete, so their ad is placed on the best available spot on those search engines. You can think about the whole scenario as a big auction ground.

Google Adwords or SEO?

Now that you know what SEO and Adwords have let us look at their benefits and comparison.

While SEO principles can be effectively applied to all search engines – whether big or small – Google Adwords work only on Google sites and affiliates such as Google AdSense.

The users and the traffic you get via SEO is completely free, also called organic traffic. However, the traffic that visits your website after clicking an ad through Google Adwords is paid. Google Adwords are linked to your marketing campaign and when a campaign finishes, the Adwords, and its traffic finish with it. But this is not true for SEO as once you have implemented SEO techniques on your website, the traffic flow is quality and long-term.

But one advantage with Adwords is that it is fully under your control and can start and end whenever you like. Unlike SEO, which is completely dependent on search engines’ algorithm to index your website and rank it on your competitor’s website.

Again, with Adwords because you can easily identify your spending and revenue on the campaign and the ad, you can easily calculate the ROI at the end of it as compared to SEO.

Both SEO and Adwords work on keywords, but the beauty of Adwords is that you can target far more keywords simultaneously than you can with SEO.

So, which is better: Adwords or SEO?

While SEO is the way to go to ensure your website receives high-quality traffic long term, some businesses do not have the time to invest in SEO as the return takes long. Instead, they want results faster and immediately and this where Adwords take the lead.

With Adwords, you pay for each click on your ad in Google, but if the leads generated are high and your campaign is driving the right audience to your site, you can justify the investment made to the business. Sometimes, businesses also use Google Adwords to test their procedures, services, and products with a live audience.
Especially for start-ups that need to get quick sales to establish themselves against their competitors and in the market, Google Adwords can do wonders.

But Google Adwords is not as easy as SEO. You may need help from experts to ensure you have built the right digital marketing campaign and support it with the right AdWords to gain maximum profit from the venture.

Again, there’s no harm in getting some quick wins using Adwords, but your continuous business improvement strategy must include SEO. If you forget about SEO and give all your efforts to Adwords, you may see some quick success, but you’ll also fall through the cracks in the long run.

Using SEO, you can optimize the content on your website to suit search engines, so your site ranks higher in them. Digital marketers have shared that the top three online tools for long-term business success are SEO, content marketing, and social media marketing. Content marketing will help in creating the right content, SEO will optimize it for search engines, and social media will promote it to the right audience.

SEO and Adwords go hand in hand

If you think you have succeeded in optimizing your website for SEO, you can still benefit from some quick and highly targeted Google Adwords. You can continuously measure success and ROI on Adwords and fine tune for betterment.

So, if you’re still wondering which way to go, we have a solution. You can start getting some quick wins using Google Adwords and work in parallel on your SEO strategy, so you get the right traffic to your site for the long term.

You should never look at Google Adwords and SEO as competing tools, but ensure that you use the two together for the maximum benefit for your business. While SEO helps in sustainable business, Adwords can prove beneficial to make quick sales.

Categories SEO

7 Steps To Online Marketing SEO Success

Right now there is a potential customer out there looking for your product. They need to find you and choose your company over the competition.

Search engine ranking is important for B2B companies and is about getting the attention of the customers to moment that they perform the internet search. How do you use SEO and stand out from the competition? The following seven steps will help you find success with search engine marketing.

Step One- Use an Effective Strategy

Many companies will start off with search engine marketing without a plan. To get off to a right start, you need to define your target audience and think about the needs that they how and how your company can fulfill your needs. You also need to think about the position your company holds in the marketplace. You need to look at the goals and benchmarks for your marketing. This will help you develop a strong campaign and help you find a path to success.

Step 2- Define the Best Keywords

One of the most important steps in B2B search engine marketing you need to select the proper keywords or key phrases. If this is not done properly, you SEO will not work. When looking for the best keywords to use you should find those that are related to your business and words that your target audience is going to search for. To do this think about the needs of your customers and the terms they are thinking about when searching for your product. You need to think about their needs. You can also ask customer service personnel what phrases they commonly see and they think is important. You can even ask your customers what words are important. Once you have an idea of the keyword use search tools by Google Adwords, SEMrush, Hubspot and other sites. This will help you find terms that are frequency searched by your target market.

Step 3- Website Content Optimization

Now that you have found out that the keyword is important it is time to get them to work for you. You need to make sure that the website is optimized for these keywords and phrases. You should look at the website copy which is the information that a person can find on your website. Make sure this is effective and high quality.
The keywords should be used in this as well. Then take a look at the structure of the website and the code under the hood. This is what the search engines will be looking at. Use the phrases and keywords in related title tags, headings, file names, mate tags, and alt tags. Meta tags have been used over the years, and the description is very important. This will show up on search engines below the link to your site. This is a great way to get new customers and have them visit your website.

Step 4- Get Indexed by Top Search Engines

To be found online, your website needs to be indexed by two to search engines. The top search engines are Google and Bing. These sites offer free help for you to maintain as well as monitor your site and its presence. Google has many SEO resources found in their Help Center. Bing does as well. This is designed to help you understand how SEO works and how to optimize your performance.

Step 5- Find Quality Links For Your Website

Linking building will allow you to place links to your website on related sites that your target visitors are using. The more high-quality inbound links you have, the more popular your page will become on Google and other engines. These links can have a huge impact on your rank. To begin you need to find sites that are trusted. Good content will allow you to have good links. Be sure your webpage has high-quality content and information that is relevant to the customers. You can also include a high-quality blog on your site. Be sure to list your page on directories and related portals. Look at the items that are available within your industry as well as trusted sites including the Better Business Bureau and You should develop a press release and online articles. Building links with other sites will increase your online popularity and ranking on Google.

Step 6- Manage a ROI Driven Paid Search Campaign

Pay per click is one of the most advertised way and ROI marketing opportunities. It is different than traditional methods of advertising. You are not paying to have your site listed in the search results. You pay every time someone clicks on the link to your site.

This is a way of paying for performance. To successfully operate an ROI driven paid search plan you need to bid on keywords that are most relevant to your business. Do not pick terms that are popular. Make sure the terms you pick are interesting to the viewer. Relate your business strategy to business results as well. Think of this as cost per sale. In most cases, a lower position will lead to higher ROI. When running this campaign use a call to action at the end of the ad to get traffic to the website. An interesting offer will also have people heading to your website and will lead to higher results.

Step 7- Keep a Measurement of Success

With all of this marketing, you need a way to measure success from where you were to where you are. Since the B2B search engines will focus on attracting targeted traffic, you need to use web analytics to see how much your traffic has increased, how much time the average visitor is spending on your site and new traffic rates versus returning traffic. You need to monitor your rank to see if your techniques are really making a difference.

Check your position on both Google and Bing to see how your keywords are performing. You want to make progress to be in the top ten in the search results. You can do this manually of use Pro Rank Tracker for reporting. To check the success of pay per click you need to use the web tracker to check on the success of your ads.

Gained an interest in marketing your Edmonton business online from this post? Learn more about your options for Edmonton SEO here.