SEOWeb

SEO, SEM, Google Adwords, Facebook/Instagram Ads – making sense of it all

I have the pleasure of dealing with plenty of small businesses, many of which receive emails, phone calls about SEO, SEM, Google Adwords, Facebook Ads and can’t make sense of what it all means this often ends to them over-paying for the services, so I’m going to attempt to break down in terms (hopefully) everyone can understand.

Ok, so in tech industry we love our acronym’s so bare with us…

 

SEO = Search Engine Optimisation
You have your website great, it has a bunch of webpages, perfect but how will people find you?  We know most people use Google to look/find stuff, so SEO is simply making it easier for Google to find your website. The easier you make it for Google to find you + the better experience users have on your website = the more users will click through to your website.

Contact us to receive a free SEO report on your website

What are ways you can make it easier for Google to find you?

There’s a bunch on techniques SEO experts use to make it easier for Google to find your website:

Improving overall Domain Authority, Optimising relevant keywords, improving Site Crawl: On-page optimisations:

 

SEO is simply making it easier for Google to find your website

 

Paul’s tips: 

When to use: I recommend constantly investing in SEO, think of it always as a constant long term strategy to ensure you’re connecting with the right audience.
What to expect: SEO isn’t as like a ‘lever’ where you can just ‘turn on’ the audience, as it’s more strategic it can take longer (usually 1-3 months) to start seeing the overall traffic benefits.
Cost: I would recommend even small business’s put $5k aside to spend on SEO a year, why? It’s likely to be your biggest source of online traffic.

SEO-heatmaps

fig 1.0 – example of heatmaps of where users click on Google search results

seo-examples

Fig 1.1. – example of difference between SEM and SEO

SEM = Search Engine Marketing (e.g. Google Adwords)

Think of SEM just like you could an eBay ad or an ad in the local paper. So how does it work? Google place Google ‘Adwords ads’ that appear on searches that you have setup.

Google allows you to set rules (target) a specific type of audience e.g. Locations, keywords

Paul’s tips: 

When to use: I recommend factoring in SEM spend to align with your overall ‘marketing/campaign spend’ to be this is a good way of enhancing a campaign that you are already planning on running e.g. Christmas campaign, end of financial year sale, boxing day sale etc.
What to expect: Unlike SEO, SEM results can be immediate as it’s essentially like placing an ad live
Cost: You are generally paying for how popular the type of search you are on isI recommend having this a % of your overall campaign budget, for online stores, services it could be 40-80% of the campaign budget itself depending on the type of campaign.

I feel that too many businesses get tied to the ‘short-term’ immediate results of SEM rather than investing in SEO, this can end up being a more costly investment for businesses.

Contact us for help with your next SEM campaign

 

Facebook/Instagram Ads

Similar to SEM ads facebook and Instagram ads are exactly that… ads, based on the rules you setup, interestingly you can setup ads for peoples interests e.g. “All Sydney Swans supporters” etc

 

Paul’s tips: 

When to use: I recommend factoring in Facebook and Instagram ad spend to align with your overall ‘marketing/campaign spend’ to be this is a good way of enhancing a campaign that you are already planning on running e.g. Christmas campaign, end of financial year sale, boxing day sale etc.
What to expect: Unlike SEO, Facebook/Instagram Ad results can be immediate
Cost: You are generally paying for how popular the type of search you are on isI recommend having this a % of your overall campaign budget, for online stores, services it could be 20-30% of the campaign budget itself depending on the type of campaign, it’s worth testing vs SEM and seeing what performs better than allocating relevant budget from there.

Contact us for help with your next Facebook/Instagram ad campaign

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