How do SEO and AdWords work together?


SEO (Search Engine Optimization) and AdWords (now known as Google Ads) are both crucial components of search engine marketing (SEM), but they serve different purposes and work in distinct ways. When used together, they can complement each other effectively and enhance a brand’s visibility in search results. Here’s how they can work together:

  1. Increased Visibility:
    • Having both organic rankings through SEO and paid ads through Google Ads can increase the overall visibility of a website in search results. This dual presence can lead to higher credibility and click-through rates.
  2. Keyword and Conversion Data:
    • Google Ads provides real-time feedback on keyword performance and conversion data. This information can be invaluable for refining your SEO strategy.
    • Conversely, organic keyword data (though limited due to “not provided” status in Google Analytics) can be used to identify new potential keyword opportunities for paid campaigns.
  3. Testing Keywords:
    • Before investing long-term in an SEO strategy for a specific keyword, you can use Google Ads to test the conversion rate and potential of those keywords. If they perform well in paid search, they may be worth the longer-term investment in organic optimization.
  4. Ad Copy Testing:
    • Google Ads allows for A/B testing of ad copy. By determining which ad copy results in higher click-through and conversion rates, you can gain insights into potential meta titles and descriptions to use in your SEO efforts.
  5. Covering Keyword Gaps:
    • There might be highly competitive keywords for which achieving organic rankings is challenging. Google Ads can help you maintain visibility for these terms while you work on your organic SEO.
  6. Retargeting Opportunities:
    • Using Google Ads, you can retarget users who’ve visited your site but haven’t converted. This is especially beneficial if organic search initially brings them in.
  7. Data Sharing:
    • Both Google Search Console (used for SEO) and Google Ads provide valuable data that can be integrated into Google Analytics. This integrated view can give a comprehensive picture of search performance.
  8. Immediate Traffic vs. Long-Term Strategy:
    • While SEO is a long-term strategy, Google Ads can provide immediate visibility and traffic. If you’re launching a new product or promotion, Google Ads can generate instant awareness, while SEO builds organic presence over time.
  9. Protecting Brand Terms:
    • Even if you rank organically for your brand terms, competitors might bid on them in Google Ads. By having your own ads for brand terms, you can ensure that you dominate the search results and prevent competitors from stealing clicks.
  10. Landing Page Optimization:
    • The performance data from Google Ads (like bounce rate or time on site) can provide insights into landing page effectiveness. High-performing landing pages in paid search might also perform well organically.
  11. Enhancing Local Visibility:
    • For businesses that rely on local traffic, Local Services ads, Google Ads, and local SEO can work together to ensure that a business dominates local search results.

In conclusion, while SEO and Google Ads can be effective independently, they can be even more potent when their strategies are aligned and leveraged together. This comprehensive approach can lead to more insights, better optimization, and improved overall search performance.

Published on: 2023-10-19
Updated on: 2023-10-19

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Isaac Adams-Hands

Isaac Adams-Hands is the SEO Director at SEO North, a company that provides Search Engine Optimization services. As an SEO Professional, Isaac has considerable expertise in On-page SEO, Off-page SEO, and Technical SEO, which gives him a leg up against the competition.