Google SEO VS Google Ads, which one should be done first? Every friend who does an independent site must be inseparable from SEO or advertising. Both of these promotion strategies have always been controversial, so today we're going to talk about SEO and advertising.
Three Common Points Of View About Google SEO or Google Ads:
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Google SEO is all deceitful, rather than spending so much time and energy on uncertain traffic, it is better to directly run Google ads, directly judge the market, and get immediate returns.
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Google SEM doesn't have a sustainable role, you spend so much money on ads on the site, once you stop advertising, the traffic is gone. Google SEO can slowly accumulate and get the maximum return with the lowest investment.
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I want to vote for Google SEM and SEO, and I know they complement each other, but I don't know what stage and what kind of way to promote it.
If you disagree with the first two points, please don't take it lightly. In fact, there are many people who think like this, and they may just focus on other fields.
There are many companies that do not understand the promotion logic of marketing, so it will lead to early wrong decisions. As a result, a lot of time and money is wasted, or because of this, the product and Google are not suitable, so as to withdraw from the Google Promotion Market.
What is Google SEO?
It refers to the optimization of the website according to the ranking rules of google search engine, so that the content, structure, links, etc. of the website conform to Google's ranking rules as much as possible, so as to obtain a relatively high ranking in Google search results to obtain more traffic and exposure.
Simply put, it's about using Google's rules to rank your site as high as possible. So whether you're doing external links, internal links, user search intent, etc., you are part of Google SEO.
Advantages Of Google SEO
The biggest advantage of SEO is that it has a strong sustainability and has the effect of precipitation and accumulation. Secondly, the low cost of optimization, the stable ranking, and the increase in user trust are all good features of SEO.
Clicks are non-deductible, so there's no need to worry about click costs
Relative to ppc, you don't need to worry too much about cost. Advertising requires spending your budget on the knife edge, but SEO doesn't. As long as it is helpful to your website, the more keywords the better. The more keywords you have, the more exposure you have, the more traffic you have, and the more inquiries or orders you have.
Low optimization costs
The cost of SEO is much lower than advertising. Taking B2B as an example, it is normal for advertising to spend about 20,000 yuan a month (B2C is more). Then if B2B sites do SEO, a monthly budget of 10,000 is actually a lot. This is not about the service fee for outsourcing, but the cost of your own operation, in terms of content and external links or other aspects.
In fact, in addition to some listed companies, there is a sufficient budget for the SEO department to allocate. Otherwise, most companies can spend 2-3k on SEO every month, which is already rare.
One is because there are very few bosses who understand SEO, and the other is that the operations staff does not necessarily have the resources to spend money.
Stable rankings
If your site doesn't have much of a problem, your rankings are optimized in a normal (white hat) way, maintaining normal maintenance. Then your ranking is actually very stable, and you will not say that all of a sudden the keyword ranking is gone.
High user trust
For example, if we go to Taobao and Jingdong to buy an item, enter the results of the keyword search, and I will never click on any link with the two words of advertising. Because I think it's all the rankings that are bought for money, user sales, reviews, etc., I don't believe it.
Some buyers think the same way, they don't necessarily trust Google ads, but they prefer to know about the natural ranking below.
Power your Google Ads
We all know that the most basic step in doing Google is to optimize the site. You don't want to do all the page tags on the site well, and you also need to make the entire website user experience not too bad. That time just helps your Google ads, both to improve the conversion rate of ads, but also to increase the quality of the ads, and then the site speed is also classified as Google SEO category, do it well, you can increase the bounce rate of your ads, and it is very helpful for your smart ads, machine learning, etc. behind you.
Disadvantages of Google SEO
The long optimization time and the uncertainty of the ranking are the biggest drawbacks of Google SEO. It takes at least half a year to detect the optimization time results for a new site, and SEO is not something that pays off for your investment. If you use the wrong SEO strategy, even if you wait a long time, it will not give you the results you want.
Long optimization time
A new site, with no other traffic or brand, needs to be prepared for at least half a year or more. In order to give your website a certain keyword ranking and traffic.
If you have enough budget to invest in link building, for example, you can find some very authoritative, such as the Wall Street Journal, the New York Times, the Los Angeles Times news media to give you links. Or find a website that is particularly authoritative in the industry to give you a link. Be able to shorten the period of Google's inspection of you.
Ranking uncertainty
Google SEO is not something that is directly proportional to the rewards, like having three little kids reading together. A mastery of the method to learn knowledge, very talented; A very hard study, but only know rote memorization; There is also an opportunistic, usually relying on cheating exam high scores. The results of their college entrance examinations are obvious.
Presumably, there are many friends whose websites have been 1, 3 years or even longer, and then have been updating pages, articles, etc. But there's no obvious increase in traffic, and that's why SEO itself has ranking uncertainty, and everything we do revolves around Google's rules.
High requirements for the website foundation
Because my company used to do SEO operations, and then I led the team to do a lot of projects, some successful and some failed. Overall, the website foundation is not good, and the final effect will not be too good.
If you don't have an SEO-friendly website, then blindly do a lot of SEO work, and the final harvest is often not too good. So when we make a website, it is important to take into account the layout of seo.
Requires constant maintenance
Keyword ranking is not always going to fall, if you do not maintain the website for a long time, the page is not updated, the external links do not grow, the website is getting slower and slower, just put it there and ignore it. Then your keywords may slowly fall, because Google will think you are not trustworthy and give the ranking to your competitors.
What is Google Ads?
Google provides paid advertising, and the creatives we produce appear in Google search results through Google Ads, or through display ads and ads on other websites through Google Ads and Google's AdSense program.
Advantages of Google Ads
The advantages of Google Advertising are particularly obvious, compared to SEO, Google Advertising is effective quickly, increases brand awareness, and adjusts advertising strategies at any time, which can help you grow your sales in online marketing.
Real-time presentation
Compared with the long-term precipitation of SEO, Google ADS is particularly real. You open an account today to recharge, make an ad account, and you can go online tomorrow. Users can then see your ads on Google, Youtube, etc., and thus bring you orders. You can set the online time of advertising as you want to avoid wasted traffic in your spare time.
Control costs
Your advertising costs can vary based on your marketing goals. If you just want to test the market, then you can set a budget of $20 or even $10 per day; If you want to have some inquiries every month, then you can set $40 or $50 per day; If you have to have some inquiries every day, then you can use your cost of clicks and conversion rate to calculate your budget initially.
Depending on each industry, the website performance is different, there will definitely be a certain error, but you can pass the early advertising test, and then run out of a stable stable ROI (Return on investment).
User profiles can be targeted
With Google Ads, you can target your own user profile. For example, country, age, gender, search language, etc., you can find your accurate users to the greatest extent, which is also impossible for SEO to do.
Faster results
Once the ad goes live, you can get some inquiries or orders in a very short time, which is also something that SEO can't do. But there will be an ambiguity here, many people think that advertising is to spend money to buy advertising positions. In fact, no, like SEO, Google advertising also has a lot of learning, here I will not expand on it, there may be time to open advertising features in the future.
There is also the fast effect time of advertising, but it is relative to SEO. During the actual launch period, it is also necessary to continuously test and adjust in the early stage, and then machine learning and so on. The account gradually becomes more and more stable, and it will take a certain amount of time.
Increase brand awareness
There's no easier way to brand a business than to spend money. For example, when users go to work, they search for your ads in Google, and then they see your ads when they brush Facebook after work, occasionally they can see your ads on YouTube, and maybe they can see your ads when browsing other web pages one day. Then when he wants to purchase, he will definitely go to your website again to learn more about your product and company. Because at this point you've planted your content into his range, and by the time he leaves information on your site, your purpose has been achieved. The rest is to look at your product advantages, price advantages, and customer experience after the transaction.
Adjust your advertising strategy at any time
Many friends who do SEO are, one drum, then decline, three and exhausted. And advertising is just the opposite, you are online advertising today, tomorrow to see which series is running badly, you can adjust it, see which group runs badly, you can narrow its budget, see which keyword is not happy, you can even directly deactivate it!
A very important point here is that your ad account logic is very, very important, a reasonable ad account logic for your later adjustment account, assuming that the back effect is not good, you can easily find the cause and solve it.
Find secondary marketing users
Secondary marketing mostly displays ads, but it is a form of advertising that converts very well into display ads. The main purpose is for users who have come to your site, and who have collected information from him but who have not made a purchase. You can show them again through promotions, offers, etc. It is also a very important advantage of the independent station relative to the platform, that is, the private domain traffic of the independent station that we usually say.
Help your SEO
Ads not only achieve their own ROI, but also contribute to your SEO growth. Although Google has officially denied this matter, in fact, in the project I am doing now, the site with advertising investment, and SEO will start faster.
First of all, from an objective point of view, advertising can increase their own brand, branding increases direct traffic, and then advertising can help you choose words, you can use the good keywords of the ad account to run on SEO, and then use your own SEO strategy to compete for these keywords.
There are also some stealthy ones that we all know will definitely not have any traffic for the first few months of the new site. If you run an ad at this time, the traffic brought by the advertisement is also a real user. And the user experience that I have repeatedly mentioned when talking about SEO before, is it that the traffic brought by advertising can also be used to judge the user experience of the website for Google?
Disadvantages of Google Ads
Having said so much about the advantages of Google ads, in fact, the disadvantages of advertising are also very obvious. Relative to SEO, you pay for every click or impression; Once the ad stops, it means that your ad position is also terminated; The competition is getting bigger and bigger, so your bid costs will also get higher and higher.
Every click is deducted
Compared to free traffic for SEO, the pay-per-click cost of advertising is difficult for most businesses to accept. Because no matter how long you run it and how well your ads do, every click your users get is charged.
When an ad stops, the position ends
Your ranking position at Google and your placement elsewhere are all things you pay for. Once you stop spending on it, your rankings and impressions will disappear.
High cost of clicks
In recent years, due to the outbreak of the epidemic, it is difficult to carry out offline displays, and everyone is looking for more opportunities online. As the competition becomes more intense, the cost of clicks is naturally higher. Words that could have been competitive for $0.5 before now require $1 and may be higher in the future.
Industry restrictions
Google advertising is not available in all industries, such as some adult products, e-cigarette websites, it is not allowed to run. If you have to go to the launch, you run the risk of your Google account being blocked.
Google SEO vs Google Ads
Doing Google SEO and doing Google advertising are all aimed at achieving better promotion results and maximizing online marketing purposes. Some companies can use SEO to earn millions a month, and some companies can rely on advertising to become bigger and stronger. So whether it's Google SEO or Google Ads, they don't have a good or bad distinction, mainly to see which is more suitable for you.
What Kind of Business/Company is SEO and SEM Suitable For?
SEO and advertising have their own advantages, and if there are conditions, it is best to do the two together. If you have to prioritize the two, our advice is this:
Startups
For some entrepreneurs, if there is not much capital investment, there are currently a certain number of old customers to do the support, then I recommend prioritizing SEO. So SEO is slower, but it has relatively less risk and investment. But when choosing an SEO boss, I suggest you must understand a certain SEO logic yourself, otherwise, you are likely to end up with a bamboo basket and water.
Growing company
Some enterprises have been doing business for a long time, and may have mainly relied on offline markets or exhibitions before, and are now seeking a way to develop. Then I suggest you prioritize Google Ads. Because time cost is the most valuable thing for enterprises, some opportunities are fleeting. And within a year, it's hard to rely on the SEO field to get a particularly large performance boost, but advertising can. While advertising can also take time from the testing phase to the stabilization phase to the growth phase, this time is much shorter than SEO.
Well-established company
This type of company typically allocates budgets to the promotion department, whether on a monthly, quarterly, or annual basis. I both feel like SEO and SEM need to be done at the same time. Because you don't have a lot of financial pressure, the second thing you need may be more than just a little inquiry or order from marketing. Word brand influence is very important for such companies. So, doing both at the same time, I think is the best solution.
Should We Do Google SEO or Google SEM First?
This topic has always been the most debated topic. Enterprises do plan to do both SEO and SEM, but they don't know whether to do SEO or SEM first. Ruofan will tell you about it here. We must first distinguish what SEO and SEM contain. The following is the logic we understand:
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Google SEO = on-site optimization + content + external links
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Google SEM = website foundation + various advertising forms + conversion judgment and adjustment
So, no matter what, you need to have a decent website first. This website is in line with user experience, SEO structure, and opening speed are not bad.
Secondly, lay out the basic keywords of the page of the website, which belongs to the part of SEO. But anyone who understands the operation of the product, and then has a professional person to guide, can complete this part of the work.
After doing this, it is appropriate to go online with Google Ads. When the ad has some data, you will have a better idea of what the user wants to know. Therefore, you can use the keywords from the advertisement to make a website blog.
After three months, coupled with the key operation of Google SEO, the organic traffic will gradually accumulate. This is what I think is a more reasonable independent website promotion process. Of course, it is more suitable for B2B because most of the projects I have done so far are B2B.
As long as we can, we recommend companies to try both because now is not the era of ranking Google homepage with 300 words and ranking keywords for $0.1. More companies are even doing the entire online marketing layout. When your peer's marketing user entrance is ten times or more than yours, no matter how refined your operations are, it is difficult for you to catch up with others.