Strategic Strengths: Google Adwords versus Search Engine Optimization

When it comes to online marketing, businesses have an array of tools they can use to get traction to users and customers. Two of the most popular way of creating traffic and getting attention in the Internet are through the use of Adwords and SEO (search engine optimization).

For an entrepreneur who still starting in the business of online marketing, one can get overwhelmed by the amount of information regarding these two options. With a constantly evolving World Wide Web, here is a comparison of the advantages and disadvantages of Adwords and SEO.

Adwords

Most search engines have a Pay-per-click (PPC) or Cost-per-click (CPC) advertising programs. One of the leading PPC programs today is Google Adwords. Basically, Adwords is a paid listing that appears on above and on the side of search results that are a little bit distinct to organic or unpaid listings.

To be able to get a spot on this reserved space, businesses must specify the maximum amount they are willing to pay for a visitor who clicks an ad. Actual prices are determined by Google’s automatic bidding system which considers various factors first like maximum cost per click, competition, keyword relevance, among others. In this set up, the amount paid by business can range from $0.01 up to $15 or more for very competitive keywords.

One of the main advantages of Adwords is that results can be seen within hours after the campaign has been launched. Also, there is minimum impact on the website of a business participating on PPC programs. Because one bids on specific keywords, Adwords allows businesses to closely monitor progress using precise figures so that you can focus or adjust campaigns in real time. If you have the budget for it, businesses can buy top listings in Adwords. You can also control your budget as the program enables you to specify the amount you are willing to pay in any given period and you also have the power to stop and re-start a campaign whenever it suits you.

SEO

With the flexibility and features provided by using Adwords, then why should people still use SEO? It comes down to cost and trust. Search engine optimization affects the listings of website in the organic results of search engines. Because many people perceive the organic or natural results are still more trust worthy compared to paid listing, ranking high on this result is very valuable for any business.

What exactly does SEO involve? Search engine optimization is a wide range of methods and techniques used to ensure that websites will rank high on the organic results page. Examples of such techniques may include optimizing website pages, creating relevant and fresh content, link building and others.

SEO has zero cost per click but it does not mean that using SEO is free. Compared to Adwords, SEO is time intensive and as many people will agree, time is money. To be able to use SEO, it is often required to make changes in the design and content of a website. It takes time to get an SEO campaign off compared to Adwords and other PPc programs but it cost significantly less and when maintained accordingly, its effects can also last longer than your budget or initial investment. Also, the advantage of SEO to Adwords is the amount of trust users give to organic results and many will often click on it instead of paid listings.

Both Adwords and SEO have their own pros and cons. Many people tend to use both to supplement each method. Adwords and other PPC programs can be used as a testing ground for SEO campaigns. Information that can be gathered using PPC to provide a more accurate estimate in terms of search volume. SEO can also supplement PPC programs by providing insight on lucrative keyword combinations through traffic logs that research tools might not reveal.