As a digital marketing agency, we get a lot of great questions from our clients.
“Which of these three Google products is the most important for my business?” is one of our most-asked.
So we’re going to answer it here, publicly, for all to see!
But first, a little introduction to each of these valuable products.
Google Ads is an online advertising program. Through Google Ads, your business can create online ads to reach people, based on their general Google search engine use, exactly when they are interested in the products and services that you offer.
There is no minimum spending commitment, and you can control and set your own budget.
You choose where your ad appears and can easily measure the impact of your ad. Google Ads is a great way to get interested customers into your website when they’re searching for your product or service.
Google Local Search Results
Local Results appear for people who search for businesses and places near their location. They’re shown in a number of places across Maps and Search.
For example, you’ll probably see local results if you search for “Italian restaurant” from your mobile device.
Google will try to show you the kind of nearby restaurant that you’d like to visit. In the image below, Google uses Local Results to suggest some options.
The great thing about Local Results is that it’s so easy to update your details like your business contact details, trading hours or address if they change. There’s even an app for that. Use the Google My Business App to easily update your business details wherever you are.
Search Engine Optimisation (SEO)
Search Engine Optimisation or SEO is the process of improving your website and its presence on Google’s Search Engine.
The SEO process requires quality content, technical changes to the website as per Google algorithm and backlinks from other high authority relevant websites to rank higher in the organic listings of Google.
When you tweak and improve these factors on your website you’ll notice a significant increase in the traffic on your website through organic search results.
Improving the content, trustworthiness and mobile phone accessibility of your website will greatly improve the ranking of your website on search engines.
Although it might feel like SEO is “free”, it actually takes a lot of time to properly implement SEO strategy on a website, as well all know, “Time is Money 💸!”
Which is best?
If you only use one of these methods, your business is going to miss out on a whole lot of potential customers.
If you don’t optimise your local search, then your business won’t be as discoverable to people nearby.
The same applies if your website ranks below Page 1 on Google – you are ultimately sending a range of potential clients to your competitors’ website rather than your own.
And finally, if you fail to run relevant ads for your products or services when potential customers are online and search for keywords, you are missing out.
Using these three Google products together have a cumulative effect. Meaning, the more you are able to put your brand in front of your potential customers, the more likely you are to gain their attention, prompting them to take action and enquire about your product or service or ultimately – make a purchase.
If your business website can get a high position in all three Google Search categories, you’re going to see a lot more traffic than if you were to focus on only one.
So, when you are evaluating your business’s digital marketing strategy, be sure to incorporate all three to ensure success for your business.