You don’t feel like taking care of your website’s SEO and you think that Adwords can allow you to simply focus on paid marketing? Let me tell you, you’re on the wrong track. Yes, Adwords is an extremely useful tool, but no, that doesn’t mean you can or should do without SEO. Let me explain.
Keep the quality score in mind
As you no doubt know, competition is fierce even when you’re using Adwords. For the same keyword, there are many advertisers. That’s why Google uses a quality score to direct users to the best ads. Because even if you’re paying, Google’s reputation is also at stake, and Google doesn’t really want your ad if it’s not relevant and of high quality.
And what about profitability?
For your ad to rank well, Google takes into account both quality score and cost per click. So yes, a high CPC will be useful for you, but it won’t really perform if your quality score is lagging behind. You have to work with both, otherwise your Adwords ads will be less visible and therefore less effective. So the higher your quality score, the lower your acquisition cost.
How to combine Adwords and SEO
If you want Google to be your best friend, you have to play by its rules. Google cares about its customers and its reputation, so to please it, you need to think about the following aspects:
- Ad content
- Behavior of web users in relation to the ad
- The content of the page you send visitors to
When it comes to ad content, this is the BA-ba and it goes without saying: use the keyword you’ve purchased in the ad text itself. It’s logical, Google doesn’t ask you for the moon. Now, when it comes to visitor behavior, Google not only analyzes clicks, but also what happens next. If, once on your page, the user stays there, that’s a good sign for Google. If, on the other hand, the bounce rate is enormous, Google won’t want to stay your friend for long. And to analyze the quality of your page, apart from the bounce rate, what other elements does Google have at its disposal? Really, can’t you see? Well, yes, they are… those used for natural referencing, quite simply! We’re not going to give you a whole new lecture on the subject, but as usual, for natural referencing, Google needs to see your keywords, the display speed of your page, your tags, photos and so on.
In conclusion
To sum up, yes, Adwords is a useful and effective tool, but no, you can’t do without SEO. SEM and SEO work hand in hand, and if you don’t want to break the bank on marketing, you have to do what Google tells you.
