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Technology 389 views Sep 20, 2019
SEO Vs. AdWords

When it comes to ranking well on search engines, there are two marketing strategies you need to consider—Search Engine Optimization (SEO) and AdWords. Both of these methods are used to position you at the top of Google’s search engine results pages (SERPs), which increases the likelihood of traffic clicking through to your website. While the two digital marketing methods are designed to achieve the same results, they differ on multiple grounds. Throughout this blog, we help you understand the major variables between SEO and AdWords to help you choose the right strategy for your marketing campaign.


What is Google AdWords?

Google AdWords is a specialized advertising platform created by Google. You can employ an SEM company to create advertisements which target popular search terms to position your website on page one of Google. Unfortunately, this method requires ongoing costs, but the return can be well worth your investment. You can effectively choose either CPC (Cost Per Click—paying when someone clicks on the ad link) or CPM (Cost Per Thousand Impressions—paying when people see your ad). You can cap your Google AdWords budget to make sure you don’t overspend, but despite whether people actually click on your ad it can still serve as a good way to leave a visual impression on web traffic.


What is SEO?

Search Engine Optimization covers a wide range of techniques that are implemented to build the credibility of your website, and therefore increase your ranking organically. Basically, the aim is to target search terms that relate to your products and services through quality content. If Google recognizes the relevance of your content, it will reward you with a higher ranking. There are certain plugins and programs that an SEO company might use to measure the performance of your written content because Google will take everything from structure, duplication, links and descriptions into account.


Google AdWords Vs. SEO

Here are some of the major points of differences between Google AdWords and SEO that you should know:

  • Google AdWords is meant for Google-based sites and the web portals that are making use of Google AdSense. On the other hand, SEO principles remain applicable for all available search engines, including Google, Yahoo, and Bing.


  • Traffic from Google AdWords requires payment, while you can get the SEO-derived traffic free of cost (what an SEO company will refer to as organic traffic). Majority of businesses would have to cap their AdWords budgets to avoid over-spending, but this also limits the prospects of your campaigning. SEO will improve with time and isn’t limited by financial capacity which promises better results in the long-run.


  • Google AdWords campaigns will immediately appear on page one of Google, whereas SEO can take months or even years to take effect.


  • AdWords campaigns are marked as “ad” when displayed on the SERPs. This can impact your audience’s willingness to click through to your website.


  • The CPC rate of a keyword is determined by how competitive it is. Because of this, small businesses often struggle to compete with large-scale organizations who can afford to allocate more money towards their AdWords budget.


  • AdWords campaigns have a set number of characters that you have to stick to, which can make it difficult for your SEM company to get the key messaging across.


  • With AdWords, you can’t afford to make mistakes! An SEO company can re-optimize results as they go—enabling trial and error.


  • AdWords is typically easier to measure, especially with programs like SEMRush which will tell you exactly how many people have clicked on your ad.


  • Google AdWords is particularly good for short-term specials and promotions as the ads have greater visual impact and your chosen SEM company can really narrow down the target audience!


  • SEO is designed to improve the overall user-experience by building trust and credibility. Establishing this positive relationship will facilitate longer engagement with your website, which will have a lasting memorable impact on your audience.


We hope you’ve learned enough to make an educated choice on whether AdWords or SEO is right for your business!