Google AdWords strategies can have their flaws. Organic search results aren’t perfect either. However, they are perfect for each other. Sure, that’s a spin on a famous line in the award-winning movie Good Will Hunting, but it works here. “How do I get to the top of Google?” This is a question all marketing agencies get asked. If you have the budget, Google AdWords will get you there quickly, but you should also be focused on your organic search presence. Grab your favorite drink and enjoy the love story of Google AdWords and Organic Search
Pay to Play with Google AdWords
Ever wonder how Google makes so much money? Google AdWords certainly helps. Millions of companies throughout the world are paying for prime real estate on a Google search results page. The AdWords listings appear at the very top of the page. They are above the organic listings and the map listings. It’s the first thing someone sees after hitting Submit after typing their question into the Google search bar. Let’s say you’re heading to Washington D.C, and you’re wondering what the best hotel in the area is. Here’s a look at what that search result page may look like:
Notice, the first few results have the little “Ad” box next to them. This means these companies are using Google AdWords to make sure they show up for certain keywords. No, it ain’t free. After scrolling through four Ads, a big map, and hotel listings, I finally get to the first organic search result.
Why is organic search so important?
Organic search is free. People love the word free - especially business owners. However, organic search does have a cost. It’s going to take resources, a solid strategy, trial and error, and a whole lot of research to do it right.
In a world where buyers are more educated than ever, it’s more important to have a strong online presence. It’s also important to understand what your persona is searching for, the journey they travel during the decision-making process, and what sorts of questions they have along the way.
Just think about it. How many times have you had a question and gotten an answer in only minutes, thanks to a Google search result? Whether you’re trying to figure out how to get dog hair out of your truck, or you want to buy a new car, you’re first stop is probably going to be the internet.
Organic search is all about being there when your potential clients or customers are looking for the service or product you provide.
AdWords and Organic Search Working Together
It truly is a love story –not exactly a tale as old as time, but close. The internet’s been around for quite some time now. Google’s algorithms are constantly changing. It’s hard to keep up. Two things Google always rewards, though, are:
- A big budget
- Quality Content
Unfortunately, in that order.
AdWords budgets vary from industry to industry. The more competitive your industry, the more you’re going to pay on a cost-per-click basis. For example, Capital One and Discover are spending much more on a cost-per-click basis than a metal manufacturer.
Quality content will always be rewarded. In fact, the better content you have, the higher your relevancy score is on Google AdWords, meaning, the more likely Google is to show your ad for your desired keywords.
Ultimately, quality content is especially important for organic search. Google is able to crawl your pages, determine what it’s about and then decide your position on a Google search result. Kinda creepy. But hey! It’s 2018, and technology has come a long way since the 1990s when Al Gore may (or may not) have invented it.
All kidding aside, your content needs to have a clear focus, and it needs to be educational. In order to do this successfully, you must understand your persona, their journey and how you can educate them throughout the process. A great way to do this is through your blog. If you’re not blogging, start yesterday. But read this first.
A Real Life Example
If you’re looking for the largest internet footprint you can have, a strong AdWords campaign and solid organic search strategy are just what the doctor ordered. Here’s a quick example of a company that is doing both very well.
A quick search for cheap razor blades showed me a paid search result for Dollar Shave Club. It also showed me their 4.9 star google rating based on hundreds of reviews. They are not only prominent in the featured snippet, they are the first organic search result.
Dollar Shave Club is incredibly successful and has been able to stay relevant in an industry with much larger players who have been around much longer. Why? They combine a solid paid search strategy with excellent content to dominate their industry.
Not sure where to start?
At ProfromGo Internet Marketing, we help companies of all sizes increase their internet footprint through many different digital marketing tactics. Whether you’ve had an AdWords account for years, or don’t even know what AdWords or SEO are , give us a call. We’ll be happy to help.
