When it comes to SEO or Google Ads, which Should You Invest In For Long-Term Brand Growth?According to Google, it processes over 3.5 billion searches every day. That is about 40,000 search queries every second. 

While we can’t dispute the impact Google Ads have in getting your brand noticed when people are searching on Google,  ads can be an expensive route. 

Cue Search Engine Optimisation, or SEO. Whilst slower to produce results, it is an essential long-term investment to increase brand awareness and website traffic on a long-term and consistent basis. 

We delve into the merits of both — Google Ads and SEO — and how they should be combined for maximum brand impact. 

SEO

93% of online experiences begin with a search engine. There are no quick fixes to improving your organic rankings via SEO. You have to invest consistently in your website design, functionality, content and backlinks.

Your approach should use tactics that comply with Google Webmaster Guidelines  i.e. ensure content is unique and created with the user in mind. According to the Nielsen Norman Group, 40% of visitors will leave a website if the loading process takes more than 3 seconds.

A mobile-friendly and secure website is also essential to improving your organic rankings and traffic. 

Google Ads 

Google Ad campaigns can be beneficial if you want to appear exactly when your audience needs you most, with little delay. 

According to a HubSpot study, 75% of internet users don’t scroll past the first page of search engine result pages. This is a competitive space, so incorporating ads into your strategy can help you to cut through the noise and reach more customers quickly.   

Ads can drive traffic to your site but if the content isn’t up to scratch, you are wasting your efforts. For example, if you’re promoting a particular product, make sure you have plenty of it in stock and available to purchase online. It sounds obvious but so often forgotten. 

Optimise your website content 

Your website landing pages have to be optimised with user intent front of mind. If you have consistently high bounce rates, Google will realise you are not successfully answering your user queries. This will negatively impact your search rankings going forward. 

Furthermore, you are wasting your money on ads if your website content is not offering the right solutions to those who click through. Are there clear call-to-actions on your site? 

When you ask yourself SEO or Google Ads, which should I invest in for long-term brand growth? You must assess the suitability of both options.

Each activity can exist independently of one another i.e. you can invest in Google Ads in place of SEO or vice versa. An effective digital strategy should utilise a combination of both to ensure maximum brand reach. 

Our Spring³ Digital Content Framework leverages owned, earned and paid to achieve a fully-integrated digital marketing strategy for our clients.

Would you like support to create and implement a clear digital strategy? Our dedicated service The Content Studio is the place for all your content needs.

Post by Laura Fitzgibbon