Brief Introduction to Google AdWords

Adwords is the program through which Google sells sponsored advertising. The sponsored ads appear alongside the natural search results. They can be distinguished by having a different background color and an indicator of advertising. Another way is to appear on the same web pages as banners (Display), videos (on Youtube) or images.

This marketing technique allows advertisers quick access to the top pages of search through the purchase of such spaces. Advertisers only pay when their ads have generated traffic to your site, ie, when a user has clicked on one of your ads. It is what is called pay per click.

The price you pay for each of these visits is established by auction and demand. Major words are auctioned more expensive.

Campaigns are divided by ad groups, each of which consists of keywords, ads or offers. It is recommended to perform a group for each topic that is relevant to your business, for example, differentiated by products services, etc..

Brief Introduction to SEO Positioning

SEO is an acronym for "Search Engine Optimization", with which the search engine optimization or search engine optimization is known.

Organic results are not all sponsored links that appear on the main column of relevant results. We know that not appear in the first pages of Google or any other search engine equals not exist in Internet.

These search engines handle continually changing algorithms to decide which pages appear in their first positions. Because of the abuse that was done in the past of trying to manipulate the results, the major search engines like Google, Bing or Yahoo do not publish the factors that influence good indexing a page.

The goal of all these changes is to maintain a fresh, current and quality web content. Continuous changes have led to develop different ways of practicing SEO. The organic or natural positioning is usually performed around the Google search engine because it represents approximately 75% of the volume of Internet searches.

To maximize our position is important to follow the guidelines set Google. There are different ways to improve our web presence.

The most used are improving the content offered and the structure of web code (also known as Internal SEO or On Page SEO ). It is important to create content that pleases the potential audience, generate interest by itself and is structured simply and easily.

This will generate links and reviews of quality and fidelity provide greater long-term value.

Both techniques agree on many targets at the same time lead to results and radically different ways of working.

Key Similarities and Differences Between SEO and AdWords

·         In both cases we are talking about marketing strategies and its main purpose is to sell and know our website.

·         Adwords is a payment strategy with SEO while conversions are "free." But the strategy is recommended to leave in the hands of a specialist company as to get its full potential requires time and a team fully committed to the task.

·         The SEO techniques are dedicated to generating new content, quality, in the best interest of your prospects while with Adwords any change is made in their subjects.

·         SEO improves the indexing that Google assigns to your page since it depends on their presence in the first column of results. Adwords however should not worry about it because it pays to be sponsored in the spaces.

·         The results generated by SEO provide more confidence to users that sponsored links. 85% of users click on the first search results compared to 15% entering the sponsored link.

·         The results generated through SEO are more likely to attract links from other users. Links from Adwords are seen as advertising, people know you are selling them something. Advertising is content that people do not care to share.

·         The traffic generated by the SEO techniques is a constant traffic, thanks to the regular updates of relevant content to the reader. The user is more likely to repeat the experience of the web because they know things that you might find of interest. In Adwords traffic depends on the amount of money that is paid. The price of the words may vary in time depending on demand in the market there. There are words like "Fashion" high demand and quoted very high.

·         The SEO generates more quality visits most likely to end up in the check purchase. Instead the visit will not say Adwords conversion, generating indexes visits then do not correspond to a return on investment.

·         SEO has the ability to play with a greater number of keywords, which has more possibilities to position, while Adwords depends on they type the word for which you have paid.

·         The presence in the results is much longer with the use of SEO, because once achieved a good position it is easy to stay in the same place. With Adwords, once the campaign ends disappears from his position and visits fall dramatically.

The problem most often falls when deciding between one or the other strategy is impatience to see results. With SEO, these results begin to become apparent in the medium term.

It is an ongoing activity that is needed to monitor many factors simultaneously. But there is evidence that the quality of users accessing your content from the organic results provide much more value to the company over time.

The equity curve is exponential and holds a longer period, so it follows that eventually goes much more profitable than an Adwords campaign.

People do not trust advertising, and hits from sponsored links can only attract people who have very clear what they want and seek. However such purchaser will never be true to our company.

The hardest thing to get but precious is the loyalty of our customers. A loyal and satisfied customer brings more value and are more likely to recommend us to their acquaintances.

Nevertheless, both techniques are not mutually exclusive but can complement deliver the best of each.

But in no case should a strategy be devised only Adwords, as it would be damaging the future of our company.

We all know what Google and rewards: "Content is king". Build your business around interesting content that provides real value to your client and observe how the benefits come alone.

SEO is a strategy that eventually goes much more profitable, as shown in the image: