Whenever a person is seeking information about a specific subject, they often rely on search engines to help them locate information. These search engines, such as google, yahoo, Bing, etc., need to be able to pinpoint exact information and provide users with the most relevant results. As a business, you want users to be choosing your website to gain knowledge of you offering and, hopefully, convert into a customer. To do this, a business must ensure they are utilising all aspects of online search, including Search Engine Optimization (SEO) and Adwords. But what is the difference between the two and how do they relate to other marketing methodologies? Let's take a look.
Search Engine Optimization (SEO)
By increasing your SEO you can drive more traffic to your website by allowing you to rank higher organically on a search page. When creating and maintaining your website, keep these tips in mind to help increase your SEO.
Use relevant words - search engines search all content on websites to help narrow results to specific topics.
Choose an effective title - search engines view titles of pages like book titles so making your title specific and effective is important.
Strong linkage - when your website links to another webpage it often serves as a recommendation to visit that page. When multiple websites link to your website, search engines recognize this. They can also detect when companies purposely link their website through their own additional websites.
Keep a good reputation - websites that are often visited and linked from other websites move up in the search engine order.
Paying for Adwords is a method you can use to try to get more visitors in a timely manner by having your link appear as a sponsor or featured ad. Adwords and Search Engine Marketing (SEM) can be effective in featuring your website and provide the following benefits:
Targeting- you can target your audience though a multitude of ways such as:
Keyword targeting - choose key words that relate to your website that trigger your advertising to be featured.
Location targeting - target your audience geographically or by language.
Device targeting - use people’s specific location, time of day, and device type to have your ads reach a desired cliental.
Audience targeting - target your ads to people who have previously visited your site.
Costs - there is flexibility in how you are charged for your advertising. Whether it be everytime your ad is clicked or whenever someone converts via a specific action, you only pay for what you optimise your advertising towards.
Separate yourself from organic search results with sponsored ads.
Inbound marketing is a method that incorporates both of these techniques to attract customers and transform them to lasting customers. Instead of using traditional marketing techniques, such as SPAM emails, interruptive ads, and cold calling, inbound marketing focuses on your SEO, blogging, and more personal approaches that provide relevant and helpful material that drive the customer to come to you. There are four major steps in turning potential customers into loyal ones as seem below.
Both your SEO and potential of Adwords can influence your inbound marketing technique and occur in the “attract” phase. The attract phase focuses on not necessarily trying to find any user to visit your page, but the right user. You want to have your buyer persona, or ideal customer, be attracted to your page for a higher chance that a user will become a customer.
Inbound and SEO
Inbound and SEO are related in that you want to attract customers to your page by having a high SEO. You can do this by utilizing the tips previously mentioned under the SEO section. By having a higher SEO, you are more likely to have users choose your page, making them potential clients. Creating relevant content that your audience is looking for is vital for this combination to work.
Inbound and Adwords
Unlike SEO, you have much more control over your adwords. By targeting, you have a much higher change of reaching your buyer persona. This is one of the key factors of inbound marketing; by reaching the user that you know is looking for what your business offers.
To sum up, SEO and Adwords should be considered when trying to utilize an effective marketing technique. SEO is a long-term strategy and strictly deals with your ranking on a search results page. Adwords can help boost traffic immediately with thir budgeting and targeting options. Both concepts help find potential customers within the attract step in inbound marketing.
Here at 360, we can provide all these services to our clients. If you would like to know more, contact us today!