“My friend got burnt by a company which stitched him up with Adwords. He hates Search Engine Optimisation”.
This is a complaint we hear all too often. The company which “stitched him up” may not have taken the trouble to explain the difference between Pay Per Click advertising or “PPC” (e.g. Adwords) and Search Engine Optimisation or “SEO”. Or the friend wasn’t happy and lumped the two terms together on purpose.
What is SEO?
SEO, or Search Engine Optimisation, is a way of constructing your site so that its visibility to search engines and their users will improve. In other words, it can help your site show up more often in relevant searches. Traffic from this method is called “organic” or “free” traffic, and is broken down into “On Page SEO” and “Off Page” SEO”.
What Is Adwords?
AdWords is Google’s pay-per-click (PPC) advertising solution. There are others, such as Bing Ads, but Adwords is by far the most popular. PPC ads allow businesses and website owners to bid on the chance to show ads next to internet searches. You only pay when someone clicks on your ad to visit your site or call your business. The ads give you the opportunity to be noticed by a wider audience online.
Which One Should I Choose?
It is not a question of choice, as the two can be complementary.
Optimisation of any well constructed business website should be part of the cost of the site. SEO is a long game in comparison to PPC but it is working for you 24/7. Even on weekends, whether you’re running a paid campaign or not.
Adwords (or its “lite” version Adwords Express) is an option for more immediate results, but at an ongoing cost.