Over the past few weeks, we have seen many changes across almost every industry we can think of. The way we work has changed. Some industries such as restaurants had to completely reinvent their business model, and everyone has realised that the digital world is not an option anymore.

If you don’t have a digital strategy in mind or are wondering how you can possibly advertise your company while everyone is in isolation at home, please stay with us. Over the next few weeks, we will post different articles to help inform you on everything from social media, to online events, website conversion and more.

For those of you that have a website but didn’t really work on your SEO and AdWords strategies, now it is the time to learn and invest in this. Having a website means nothing if your targeted audience can’t find you. With so many websites on the internet these days, businesses need to seriously consider how they are going to promote their page and therefore their company. When searching for a particular product or service, the results that appear on page one, are a direct result of SEO and often, paid Google AdWords.

Being number one on the first Google page is the goal of every business and probably the only way people will find you. So, what exactly is SEO and AdWords and how do they differ? Let us explain:

SEO

Search Engine Optimisation, often referred to simply as SEO, is essentially the steps you take to ensure that your business appears in people’s searches when they use words related to your business. Organic SEO builds your profile gradually and over time, based on multiple strategies that a developer completes to the backend of your site. It is what affects the visibility of your webpage and it’s based on a variety of elements including, a secure and accessible website, regularly posted content, mobile friendliness, site speed, meta descriptions, key word frequency, backlinks, articles and Google business listings.

Organic SEO simply means increasing your ranking naturally over time through the use of elements listed above and consistent page interactions. If you are regularly updating your website, publishing good quality content, centred around your chosen keywords, then your ranking will build over time. If you want your page to be seen, you must be consistent, disciplined and patient knowing that each click is a step in the right direction.

“Good SEO work only gets better over time. It’s only search engine tricks that need to keep changing when the ranking algorithms change.”

– Jill Whalen

AdWords

Google AdWords is an advertising platform owned by Google. AdWords involves payment made to Google for your ads to be placed on specific Google search pages. Every time someone clicks on your ad you pay Google and hope that the click turns into a new business opportunity. While SEO is a slow build, AdWords is instant as it is an advertising campaign. It will get you noticed and therefore it’s a great strategy for times when everyone is connected and you want to get exposure amongst your competitors.

Unlike SEO, with AdWords it is easy to map ROI as it is a “pay per click” system. SEO is long-term therefore any AdWords campaigns you have running, needs to be used in conjunction with consistent SEO practices to keep the traffic on your website flowing. With AdWords you can target a variety of keywords whereas with SEO you need to concentrate on only a few. AdWords are also advertised not just on search pages like SEO, but on other google websites as well. This is known as search and remarketing, which is essentially those little banner ads that follow you around wherever you go online.

AdWords is a great way to lift your website to the top of the stack, however, it does come at a price and, if it’s not targeted correctly that price can be high. If both SEO and AdWords are done right by a team of professionals, it is an amazing tool to promote your business and bring new customers to your website.

If you want to learn more about how digital marketing can help your company and set you above the competition, send us an email on enquiries@frescocreative.com.au