Online marketing is currently dominated by search platforms, both organic and paid systems. For most part of the industry, Google has a firm grip on the share of the market. For example, Google has about 67% of the market share in the United States of America and about 90% market share in most part of the world. This is likely to continue for many years to come, encouraging many businesses around the world to buy into their services.
Using search marketing approaches has many benefits for businesses. The most notable ones include creating brand awareness, increasing your customer base and generating leads for the purposes of improving sales and ultimately your bottom line.
There are numerous companies from various numbers of fields who are using the services of SEO and Google Adwords to improve search traffic in order to achieve the above mentioned benefits. So what exactly is the relationship between the two approaches to search marketing? In other words, how does the efforts of SEO influences how well you do in Google Adwords? This is a legitimate question to ask, especially if you are in the industry.
There are two main points to take into account here when addressing the above question, namely; quality and relevance. These two are very vital in both SEO and Adwords. In SEO, it is important to create quality content on your website that is relevant to your target audience. In Adwords, creating quality keywords that is relevant to your landing pages will help improve search rankings or ad position and subsequently traffic.
Google Adwords uses what is known as quality score to determine how well you are positioned in results. According to Google, Quality score is a measurement of your ad, keywords and website. SEO has everything to do with keywords and website.
A well-structured and optimized website will definitely go a long way in improving performance in Adwords. By performance, I mean everything that has to do with traffic, leads, cost-per-click and profitability. I have seen amazing results with Adwords clients who meet these basic requirements quality keywords and optimized pages or content of SEO.
There is absolutely no point in targeting keywords for website that is poorly organized. It is waste of time. Get the basics right by using SEO best practices is sorting out your pages and site structure once that is done.
We always advise our Adwords client to have SEO packages because these reasons discussed above.