How to Choose the Right Lever: Google Ads or SEO

It is critical to use the best strategy when attempting to make your business known on the internet. Some will try to persuade you of the benefits of SEO, while others will tell you about Google Ads

It is not always easy to distinguish between these two solutions and determine which will be the most relevant and effective for your business.


Become an SEO expert.

SEO is often portrayed as a necessary but tedious step in the growth of a business. But is this really the case?

The key stages of SEO

  • Technical aspect of the site: a poorly structured site riddled with technical flaws will almost certainly have more difficulty ranking correctly than a technically flawless site. As a result, it is critical to focus on this issue.
  • Editorial content: a site with poor editorial content will struggle to rank for the desired queries. Indeed, the keywords on which you want to position yourself are critical. Similarly, the number of articles, the quality of the writing, the length of the articles, and the relevance of the content must all be improved.
  • Netlinking strategy: netlinking is the final and most important step in natural referencing. Take care not to concentrate solely on the number of links pointing to your site, but also, and most importantly, on the quality of those links. Don’t forget that internal linking plays a role in this strategy as well.

Why choose natural referencing?

SEO is still the best option for businesses that do not want to spend a lot of money on referencing. Except for the option of delegating the writing of your articles or purchasing links (both of which are normally prohibited by Google but are still very common! ), SEO will cost you nothing. You will get good results with natural referencing and a little patience.

Google Ads Explained

Another SEO alternative is to purchase positions through Google Ads.

Google Ads in a few words

The concept is straightforward: you pay Google to promote you for specific keywords that you specify. The rate varies greatly depending on the level of competition and demand for the chosen keyword. As a result, whenever someone types your keyword into Google, your site will appear first, ahead of the natural results, even if the latter have worked hard on their SEO.

Why should you use Google Ads?

If you want a quick result, this is unquestionably the strategy to use. You should keep in mind, however, that a budget will be required. You will need to select the keywords for which you want to position yourself. This is a solution that may necessitate collaborating with a Google Ads agency to maximise your chances.

Is it really necessary to make a decision between SEO and Google Ads?

We like to make decisions, but when it comes to SEO, it is best not to put all of your eggs in one basket. We have previously seen that SEO is a long-term effective strategy that is not very expensive, whereas Google Ads provides a quick result but will cost you more.

For optimal and complete referencing, the best strategy is to combine the two.

If you are still unsure about which Google Ads or SEO is the priority for your business or need support, contact our digital edinburgh agency.