Should I Do Adwords or SEO
So Kurt, why don’t you talk about the benefits of AdWords, or a pay-per-click campaign, in contrast to one of SEO?
KURT: Sure. With AdWords, one of the great benefits for that is that:
You’re actually just buying your way into the search rankings.
With SEO, you’re trying to earn your way into the search rankings, so it can take time, but with AdWords, it’s instant. You can literally create an AdWords account and set up your campaign, and then put your bids in, and you can be ranking for some very competitive keywords by the end of the day.
So, it’s an instant thing. You can get up there without having to go through the process of earning your way into the search engines.
Another great benefit with AdWords is that:
You can control the text.
You can control a lot of different elements of the campaign. When you’re doing SEO, you can usually control what they’re putting in there by setting your title tag, your meta tag, but not always. Sometimes Google or Bing will switch out what they think is more relevant. So you don’t always have that control.
You also are not always able to optimize the best pages for the keywords, because you can only optimize a page for a certain number of keywords before it starts getting too diluted. So, you tend to optimize a lot of different pages.
Some of them aren’t going to be really the best page. They may not be your sales page that you want people to land on. With AdWords,
You can say everyone’s going to land on this one page.
And it’s the page that I use to sell whatever I’m doing, or convert people one way or the other. So that’s another great benefit from AdWords.
With SEO, there are benefits as well. With SEO,
It’s a cumulative thing that you’re doing over time.
If you are building links, you’re getting citations, your shares, all these different types of things, it’s building up the authority of your site. And that’s not going to go away. So you’re able to rank for more and more competitive keywords over time, and if for some reason you have to back away or something like that, you’re going to keep ranking for those. It’s not going to go away. It’s that long-lasting effect as well.
So it’s cumulative, it’s long-lasting, and you’re going to get more bang for your buck over time. With AdWords, you’re paying for every click. You’re putting in your bid, maybe it’s $1 per visitor, and you’re paying for every person. So if you want 500 visits, you’re going to pay $500 for it. With SEO, you’re paying maybe for the service, if you purchase a service, but there’s no limit on the number of visitors that’s going to give you.
When you start, it may seem more expensive to go SEO, because maybe you’re paying $500 a month, only getting 200 or 300 visitors in a month. You say, “Okay, this is costing me $2 or $3 per visit. This is much worse than AdWords.” But over time, as you’re growing and getting that cumulative effect, you’re ranking for more and more keywords, all of a sudden you’re getting 500 visits, and then you’re getting 1,000 and 2,000 and 3,000, but you’re still paying just that $500 a month. So at that point, you’re getting much more for the money that you’re spending.
MARK: Sure. It sounds like there’s a benefit to each, that the SEO gives you more bang for your buck over the course of time, but AdWords certainly can be beneficial early on when you’re starting to do advertising and SEO work.
So it looks like over the course of time, you should be able to wean yourself off of AdWords or some kind of pay-per-click program, and let SEO take effect. Kurt, I appreciate the information. Thank you very much.
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