http://www.clickablemedia.com.au – Brad Hauck looks at why and when to use Google Adwords and SEO to promote your business in 2014 after the recent Google changes like Hummingbird and Penguin.
ADWORDS VS SEO… WHICH TO CHOOSE?
In today’s video, I talk about Adwords and why they are so important to your campaign in your online marketing.
SEO HAS CHANGED
Things have changed a lot over the last 18 months in the area of SEO – one area that I know really, really well and have done quite well in over the years. When we recently looked at Google and looked at the results, it’s easy to see now that almost less than 20% of the home page that you see when you log in and you do a search for the first time is actually organic results.
So what does this mean? It means that Google has changed the game.
If you want to show up at the top of Google for the major searches (a topic such as plumber, and Gold Coast, or Brisbane, or Melbourne), then you’re going to need to start to use Adwords.
Now, the thing about Adwords is that you can buy your number one position or a position close to that. Whereas with organic, you have to work your way up to the top, and it is a longer process. With Adwords, we can set up a campaign, and we can have you on the top of Google almost within a couple of days. In fact, once the campaign is set up properly, it’s within minutes of the campaign going online.
WHY DO SEO
What happens to SEO? Well, SEO is still absolutely essential. We must still do it, especially your onsite SEO because it affects things such as the cost of your clicks and all those sorts of formulas that Google uses to work out how much they’re going to charge you for your advertising through your Adwords.
Aside from that, we now have to look at the long-tail effects of SEO, and that is the searches where people search for multiple words about what you do.
So, if we take “plumber Melbourne,” we might be looking for a specific type of plumber. So “plumber to fix a hole in the backyard in Melbourne,” that’s a really, really long-tail search – but it’s also very specific. So if someone searches for that, the chances are they’re in the buying zone. Meaning, they’re ready to pay money to have someone come and do that. And that is where SEO comes into play.
SEO allows you to pick up all those long-tail searches as well as combining with your Adwords to pick up the shorter, more competitive phrases. It’s that competition that makes SEO so much less effective at the really short-tail advertising process nowadays.
So if you’re looking for “plumber Melbourne,” buying traffic is important. And in fact, it’s probably the only way you’re going to get rankings quickly – and certainly, in some cases, rankings at all.
But, using your SEO for the other traffic, what happens is you get a certain amount of traffic for your Adwords and your high-ranking keywords, the ones where the most traffic are. But if you’re picking up thousands of these little long-tail searches, they add in to complete the picture.
WHAT TO DO
So what do I suggest for your business? I suggest that you start to put aside a budget for Adwords. The minimum I’d suggest is a day. Any less than that and we don’t get enough data from the campaigns that we run to actually tell you how we can improve the campaign, how we can get rid of words that are costing you, that are a waste of time, how we can track conversions, etc. and all this sort of information. All that data comes from the amount of traffic you have, and a day is a good starting place.
So, get your Adwords underway. Get your SEO underway. Build up your SEO overtime so you’re picking up all that extra traffic. In the meantime, your business can move forward because you have that paid traffic – that guaranteed traffic.
And the other side is, of course, when it’s paid, you get a percentage of cost. So you work out that it might take 10 visitors to get one phone call. Those 10 visitors must cost you each, so you’re it’s going to cost you per call. Now if you can convert a certain percentage of those, then you know the numbers for your advertising cost. Then all you have to do is increase the amount you’re spending, and you can guarantee certain amount of traffic everyday every week, which is a nice manageable formula that most businesses can work with.
If I can help you in any way with your Adwords or your SEO, please give us a call on 1300 793 700, or you can go the Contact Us link above.
I hope you’ve learned something about Adwords and SEO and how they work together here. As I said, any questions, feel free to come back to me.