Traffic to a website can be obtained through paid or organic means. Choosing one or the other depends on the objectives of each business, however combining the two strategies can be a useful alternative for any brand.
Choosing the best strategy to get traffic can be a task that leaves any business that wants to stand out on the Internet in doubt. But the combination of the two strategies can be an interesting and beneficial option that will bring good results both in the short and long term.
Both methods of driving traffic to a website are part of digital marketing strategies.
Traffic is necessary for any brand that is on the internet and then we will see the main reasons for it.
Why is it so important to attract traffic to a website?
Once a brand decides to go online, their biggest challenge is getting traffic. Only in this way can you achieve the visibility you expect with your virtual presence.
Traffic on the network will be responsible for attracting visitors to a website and for people who have never heard of your brand to get to know it through this medium.
Obtaining visitors is important, but the objective behind them is much broader.
Visitors would not collaborate much in the growth of a brand if they stayed alone at this level, it is important that they move to another level and become leads.
Leads are visitors to your website with a greater and more specific purchase intention, who have given you access to some personal information and with this have started some kind of relationship with your brand.
Increasing the audience that your website receives, for its subsequent conversion, can be achieved with paid and / or organic means.
Regardless of the form chosen to achieve this end, the important thing is to grow the brand by giving it greater visibility.
How to generate traffic to a website from Google?
As we have just mentioned, there are two ways to generate traffic: through paid ads and / or through organic means.
Paid media, such as Google Ads that we will see later, brings short-term traffic, while the effect of inbound marketing or attraction marketing brings long-term organic traffic.
Inbound Marketing is a strategy focused on attracting future consumers through content of their interest, without mentioning or advertising the brand that produces this content.
In this way, it allows spontaneously attracting the public by producing quality content and value for the reader.
For this content to reach the public, SEO (Search Engine Optimization) is necessary, in this way we enhance our content to appear in the first results in search engines.
Adwords Ads
Google Ads is the advertising platform of the giant Google. It was originally called Google Adwords, but it was shortened to the brand.
Their goal is to drive traffic to your website through paid ads. There are several options to purchase these ads.
One of the most important factors in creating successful ads is the choice of the keyword. In this way, your ads can bring a quality audience to your website.
By a quality audience, we mean an audience that is what we need to achieve the proposed objectives. This is only achieved with a well thought out campaign. It is not simply about going out buying keywords but choosing which are the keywords that will bring us the public that our brand needs.
Bringing your content to the public through paid ads can speed up the process of obtaining leads and subsequently clients.
SEO
SEO (Search Engine Optimization or in Spanish, optimization for search engines) is the set of techniques by which our content is considered, by search engines, as quality content for the searched keyword.
In this way, our content can appear in the first positions in search engines, especially Google, the provider of the largest amount of organic traffic today. Thus, traffic reaches our website without the need to buy ads.
SEO is essential for the success of any Inbound Marketing strategy. Thanks to its techniques, a website can have wide visibility and stand out from the competition at a very low cost, especially when compared to other marketing strategies and the results that can be obtained.
In addition to being a strategy within the reach of any business, SEO has other advantages. For example, it brings you qualified traffic, its long-term results are scalable, it empowers your brand and makes it ubiquitous.
The only thing to keep in mind is that this is a strategy that will bring you the results you expect in the long term.
In the short term you will not see great results, however the visibility that it gives to your website begins to increase from the first moment, that yes to small steps that are increasing over time.
As you can see, both strategies have their advantages, especially in terms of the term of the responses obtained with each of them.
Both immediate results and building a long-term brand image bring benefits to a business.
Therefore here we will show you how to integrate both strategies to achieve the benefits that together they can bring to your brand.
How to integrate Google Adwords and SEO in Digital Marketing?
Enjoying the short-term results that Google Adwords brings with the long-term results that SEO offers brings benefits for any business.
Integrating Google Adwords and SEO is not a difficult task, both strategies can complement and favor each other.
For example, one of the SEO techniques is choosing the keyword. Determining the keyword of a website is an important task not only to get organic traffic but also for paid ads.
In SEO, the keyword, or derived keywords, of a page are important and it is with it, or them, that your web page will be found in search engines. However, by creating a paid ad, we can not only buy a keyword but also exclude words so that the target audience is more qualified.
Negative keywords allow us to further segment the audience for which we want to appear in searches. In this way we can receive in the short term a more segmented audience with this type of ads.
With SEO, in the long term we will receive a broader audience, but with a unique initial investment that will be used to create quality content focused on our ideal client, known in Inbound Marketing as buyer persona.
What are the advantages of integrating them?
Using SEO for the benefit of a brand is possible through a solid Content Marketing strategy. With it, your brand will have excellent long-term results and the trend of this strategy is that the more time passes, the results are greater.
The investment in this strategy is minimal, so comparing the waiting time with the results obtained, the return on investment is really satisfactory and certainly worthwhile.
On the other hand, an Adwords campaign, or Google Ads, brings results in the short term, and allows to increase traffic from the moment the ad is broadcast.
That is why a Landing Page or a subscription page to convert these visitors is quite useful. In this way you can nurture this audience with your content marketing strategy to later convert them into customers.
Despite what many people think, these two strategies complement each other completely and allow to obtain increasingly greater results together.
conclusion
Google Ads is a strategy that brings traffic to your website through paid ads. And SEO, applied in content marketing, is a very low-cost strategy that will allow your website to receive organic traffic indefinitely, that is, while your content is present on the internet.
While paid ads bring traffic only during the period they are hired, quality content drives traffic to the website for as long as it is available on the internet. This means that it has no validity period while it is hosted on the network.
Integrating these two ways of obtaining traffic is essential to create a complete strategy, thinking about both immediate results and long-term results.
By effectively complementing one with another strategy we can generate countless benefits for the brand.
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This article was written by Érico Mafra, Content Marketing consultant.
