The world as we know it is getting increasingly digital. It is no longer enough just to have a physical presence. One needs to have a digital footprint which is as strong or even stronger than the physical one. In order to strengthen the digital footprint, there are a number of strategies used. The most common are Search Engine Optimization and the other are adwords. In addition to this there are other strategies and terms used such as Pay per click or even marketing using social media.
Before we go further, let us understand these concepts in depth.
What is SEO?
The Search Engine Optimization is a form of digital marketing. In this method, the content on your website is made relevant to various search engines and therefore you are then ranked higher when searches are conducted. The way this Search Engine Optimization functions is that the links, content, keywords as well as other aspects are optimized. This allows your site to be in the primary spot when it comes to Search Engine Results Pages and this in turn helps you to get more traffic to the site. When there is more traffic and footfall, it translates to more visitors who are turned into potential customers in the present or in the future.
What are Adwords
Google allows you to create and position your advertisements on the top or on the right side when the results are being displayed either on Google or on other affiliated websites when searches are conducted. In this way, the internet users who are putting in the keywords or the search queries are shown your advertisement each and every time they search for similar products. When they click on your advertisement, then they are taken to your website.
Another term for Adwords is also PPC which stands for Pay Per Click because everytime the advertisement is clicked, you need to pay.
Difference between SEO and Adwords
There is more time needed to be invested in case of SEO but then it translates to higher ranks in the search engines. There is no charge which is initiated when the page is clicked as a result of an organic search. However, this entails a constant ongoing effort to ensure the rankings are sustained.
Adwords on the other hand can easily be switched off or on at will. This ensures that the page is always displayed when there is a search but it does not guarantee your position when organic searches are conducted.These also allow you to easily and swiftly respond to changing marketplaces or targeting new terms.
These advertisements are shown on top and so the user does not need to scroll down – this is a huge plus point as most users do not scroll much but click what is seen on the screen right at the top.
You can even use negative keywords and various variants when it comes to advertising.
At the end of it all, if both these marketing strategies are used in conjunction they yield the most goodness.