Being present on Google can mean total lead capture or survival for many companies. As a result, many managers only consider the platform's paid strategy, Google Ads, renouncing the possibility of working on the search engine optimization (SEO), which concerns organic ranking. It is a fact that this is a strategic work choice. However, what digital marketing experts recommend is the combination of SEO and Google Ads, to strengthen the brand's presence in the largest search engine results in the world.
Read too: See 7 steps to make a digital transformation in your company
Google Ads is directly related to short-term performance improvement. The logic is simple, as soon as the investment is completed, the ad is catapulted to the first results. There are surveys that point out that 75% of users never get past the first page of Google after a search. That is, occupying the top positions in the search engine automatically puts your brand in front of hundreds or thousands of competitors.
Still with regard to Ads, it is worth pointing out that it is not enough just to have ads in a privileged position on Google. It is also necessary to plan keywords, mapping, target audience, among other elements that will contribute to the achievement of qualified leads for the company. After all, what's the point of being in the top position on Google if it's being shown to a person who has nothing to do with my brand's persona?
If Google Ads takes my brand to the top of the search engine, what's the point of using SEO strategies?
This is a question that makes many brands disregard the possibility of working with SEO, since, with Ads, disclosure needs are met immediately. However, there is a condition for this to happen, the financial maintenance of the campaigns periodically. In other words, when the brand stops paying, it disappears from the search engine as quickly as it appeared.
Read too: Mobile marketing: what is it and why is it important?
In this way, SEO emerges as a complementary strategy insofar as it takes the company's name to the first results organically, in the medium and long term, depending on the segment. Therefore, as you gain visibility and brand awareness – people's level of familiarity with the product or service – with ads, it is important to create content for the site, to strengthen its organic performance. Thus, if it is necessary to discontinue the ads, there are two great advantages outlined here: 1 – Your brand does not completely disappear from Google. 2 – Users will click on its results because they will be familiar with the company's name, a strategy worked on over months or years of investments in ads.
